Do we sound like a robot instead of a real human? This workshop were designed to teach how you we can humanize your products, and build delightful experiences that connects from the heart and converts like magic! Co-created together with The Orange Hide Community.

1. Humanizingbrands
HOWTOBUILDABUSINESSTHAT
CONNECTSFROMTHEHEART

2. Hello!I’M

3. ✖ Why we judge brands like humans - and how this
will impact the way we think about our business.
✖ Why it is important for us to see and feel life from
our customers’ shoes.
✖ A simple (and magic!) formula that will transform
the way we interact with your customers.
✖ 10 relevant and simple ways to deliver a brand that
connects from the heart.
WHATWEAREGONNALEARNTODAY!

4. 3QUESTIONSTOSTART!
Your Name?
What do you do?
A brand that you kind of feel
“something weird”?

6. Why are we making
these judgments?

7. In order to build human brands, we first
need to understand Humans.

8. 2.5 Million Years ago

9. “Whatareyour
intentions
towardme”
SOURCE: The Human Brand: How We Relate to People, Products, and Companies. Chris Malone, Susan T. Fiske
“Howcapableare
youofcarrying
outthose
intentions?”

10. doyouhavea
genuineconcern
formeand
others?

11. AREYOU
CAPABLETO
DELIVERWHAT
YOUPROMISED?

12. doyou
understandwho
iam,whatare
myfearsand
dreams?

13. “DOYOUFOCUSMOREONMONEYRATHER
THANTHEDIFFERENCEYOUARETRYINGTO
MAKEINMYLIFE?”

14. “DOYOUDISAPPEARAFTER
IMAKETHEPAYMENT?”

15. “CANITRUSTYOU?”

16. “WHOTRIEDYOUBEFORE?
WHATTHEYSAID?”

17. “DOWEHAVETHINGSINCOMMON?”

18. “DOYOUTHINKLIKEME?”

19. 50%of all purchase intent and customer
loyalty can be explained by these basic
human perceptions, before any features
or benefits being considered.
SOURCE: The Human Brand: How We Relate
to People, Products, and Companies. Chris
Malone, Susan T. Fiske

20. THETHINGIS...
People don’t fall in love for your
product or service. They fall in
love with how this product or
service make them feel.

21. Whencustomersfeelthat
youunderstandthem,you
createconnection.

22. EXCERCISE!
1. divide by groups, pick one of the brands bellow.
2. put yourself as the costumer shoes of this product/service.
3. answer the question: what this product/service make me feel?
one idea
per postit!

23. NOWLETSGODEEP!
“What stresses me out
on a regular basis?”
(related to this product / service context)
one idea
per postit!

24. NOWLETSGODEEP!
“What am I saying to myself in my head
in the minute I am buying/getting this
product/service?”
one idea
per postit!

25. NOWLETSGODEEP!
“What are the worst case scenario
that could happen in my life if I do
not have this product/service?”
one idea
per postit!

26. Friends
goodjob!!!!!
Now we have everything we
need to change the way we
connect to our customers!

28. Thebetteryouunderstandyourpeople,
theeasieryouwillbeabletoconnect
withthemandmoresuccessfuland
profitableyouwillbe.

29. 70%
ofbuyingexperiencesarebasedonhowthe
customerfeelstheyarebeingtreated.
SOURCE: Mackinsey Study

30. SOURCE: Mackinsey Study
“hereisasimple,butpowerful
rule:alwaysgivepeoplemore
thantheyexpecttoget.”
Nelson Boswell

31. SOURCE: Mackinsey Study
HOW?

32. SOURCE: Mackinsey Study
LOVE

33. SOURCE: Mackinsey Study
Howcanyouputsomuchlove
andsomuchattentionandcare
toeverycustomertouchpoint?

34. THELOVECANVAS

36. SOURCE: The Human Brand: How We Relate to People, Products, and Companies. Chris Malone, Susan T. Fiske

37. “I want to have
all my music with
me all the time
(for free!)”
“To sing
perfectly all
the musics I
love”
Dreams“I want to
have a
setlist of
my life”

38. “I want to have
all the music
available in the
world with me
all the time
(for free!)”
“To visit
Latin
America”

39. “I dont want to feel
an auncle, that does
not know what is
happening in the
world of music.”
“My sexual life sucks,
and I have no idea
how to improve it.”
“If the music is not good,
my party will be a disaster!
(and I AM NOT A DJ!)”
FEARS

41. “Horoscope and
Spirituality”
“Sports and
running”
Passions

42. “I love sports
and running”

43. “Always be in a
good mood”
Beliefs
“You need to be
nice with people”
“Let’s be
positive!”
“I love life!”

44. “Let’s be
positive!”

46. “I dont want to feel an
auncle, that does not know
what is happening in the
world of music.”
“My sexual life
sucks, and I have
no idea how to
improve it.”
“I cant imagine how
boring will be my party
without great music
(and I AM NOT A DJ!)”
“I want to have all
the music
available in the
world with me all
the time
(for free!)”
“To visit
Latin
America”
I believe that
life should be
lived with a
positive mood
Running
Horoscope
Let’s be
positive!

47. Wewillsendthecanvasviae-mail.
Pleaseuse,share,test,buildoverit…
(andletmeknowhowicanimprove!)

48. 10relevantandsimplewaystodelivera
brandthatconnectsfromtheheart.

49. 1
dontbeselfish

52. 2
Speaklikeahuman(USETHE“FRIEND-FILTER”)

54. X

55. 3
Dontbecomplicated

58. 4
Careaboutpeople

61. Exposure has special
plans for charity
organizations

62. Mint has a blog
where they share
smart ways to take
care of your money

63. 5
Talktooneperson(NOTTOAGROUP)

67. 6
givethingsforfree

71. 7
Don’tDisappoint

72. 8
Surpriseallthetime!

75. Weight watchers
give reduced fees to
members who hit
their target

76. 9
Showyourhumanside

77. DU

80. TAKETHESURVEY!
http://wistia.com/blog/content-and-events-survey-2013

81. 10
LOVEYOURSELF

82. Thanks

83. romulo@romulocastilho.com
@romully