Chapter 8 Human Centric Marketing for Brand Attraction

1. Human Centric Marketing for
Brand Attraction
BFF
Best Friends Forever
Prepared by:
Mark Edward Tejares

2. AGENDA
• Introduction
• Customers in relation to Marketers
• Digital Anthoropology (Being Human
in a Digital World)
• Methods Used By Marketers
• Six Attributes of Human Centric
Brands
• Summary

4. Customers & Marketers
Customers are not perfect and prone
to marketing ploys.

5. Customers & Marketers
Customers are not perfect and prone
to marketing ploys.

7. Brands should be
• Less itimidating
• Authentic
• Honest
• Admit flaws
• Stop trying to seem perfect

8. Digital Anthropology

9. Digital Anthropology
• It emphatic listening
and immersive
research

10. Digital Anthropology
• It emphatic listening
and immersive research
• Brands need to
demonstrate human
attributes that can
attract customers and
build human
connection.

11. Methods use by Marketers
• social listening
• Netnography
• emphatic research

12. SOCIAL LISTENING

13. SOCIAL LISTENING
• proactive process of monitoring
what is being said about a brand
on Internet

14. SOCIAL LISTENING
• proactive process of monitoring
what is being said about a brand
on Internet
• used in marketing evaluation to
monitor conversations

15. SOCIAL LISTENING
• proactive process of monitoring
what is being said about a brand
on Internet
• used in marketing evaluation to
monitor conversations
• marketers track social
conversations around their brands

16. NETNOGRAPY
• method that adapts the
practice of enthography to
understand human behaviors in
e-tribes or online communities

17. NETNOGRAPY
• method that adapts the practice
of enthography to understand
human behaviors in e-tribes or
online communities
• netnography often requires the
netnographer to become deeply
engaged as active particiants in
online communites

18. NETNOGRAPY
• -method that adapts the practice
of enthography to understand
human behaviors in e-tribes or
online communities
• -netnography often requires the
netnographer to become deeply
engaged as active particiants in
online communites
• -engage in conversations and
develop emphathy toward peer
members

19. EMPHATIC RESEARCH

20. EMPHATIC RESEARCH
• Requires in-person
observation, dialogue,
brainstorming, and
collaborations among
researches and the
community members to
synthesize the most
relevant insights

21. EMPHATIC RESEARCH
• Requires in-person
observation, dialogue,
brainstorming, and
collaborations among
researches and the
community members to
synthesize the most
relevant insights
• Team members involves
multi disciplinary team
members – psychologist,
anthropologist, product
designers, engineers and
marketers

22. Building the Six Attributes of Human
Centric Brands
• Physicality
• Intellectuability
• Sociability
• Emotionality
• Personability
• Personability

23. Physicality
• brands that aim to have
influence over others should
have physical attractions that
make them unique.
• not perfect

24. Physicality
• brands that aim to have
influence over others should
have physical attractions that
make them unique.
• not perfect
– Brand identities like logo of
Google

25. Physicality
• brands that aim to have
influence over others should
have physical attractions that
make them unique.
• not perfect
– Brand identities like logo of
Google
– Compelling product design like
Apple

26. Intellectuability
• Human ability to have knowledge, to think
and to generate ideas.
• think beyond the obvious
• ability to innovate

27. Intellectuability
• Human ability to have knowledge, to think
and to generate ideas.
• think beyond the obvious
• ability to innovate

28. Intellectuability
• Human ability to have knowledge, to think
and to generate ideas.
• think beyond the obvious
• ability to innovate

29. Intellectuability
• Human ability to have knowledge, to think
and to generate ideas.
• think beyond the obvious
• ability to innovate

30. Sociability
• brands with strong sociability are not afraid of
having conversation with their customers
• they answer inquiries and resolve complaints
responsively.

31. Sociability
• brands with strong sociability are not afraid of
having conversation with their customers
• they answer inquiries and resolve complaints
responsively.

32. Sociability
• brands with strong sociability are not afraid of
having conversation with their customers
• they answer inquiries and resolve complaints
responsively.

33. Sociability
• brands with strong sociability are not afraid of
having conversation with their customers
• they answer inquiries and resolve complaints
responsively.

34. Emotionality
• Brands that evoke
emotions can drive
favorable customer
actions
• they connect with
customers on and
emotional level with
inspirational messages

35. Emotionality
• Brands that evoke
emotions can drive
favorable customer
actions
• they connect with
customers on and
emotional level with
inspirational messages

36. Emotionality
• Brands that evoke
emotions can drive
favorable customer
actions
• they connect with
customers on and
emotional level with
inspirational messages

37. Emotionality
• Brands that evoke
emotions can drive
favorable customer
actions
• they connect with
customers on and
emotional level with
inspirational messages

38. Personability
• people with strong pernsonability have self
awareness
• they are conscious of what they are good at
while admitting they still have yet to learn.

39. Morality
• Brands with strong morality are values driven.
• Some brands put ethical business model as their core
differentiation.

40. Morality
• Brands with strong morality are values driven.
• Some brands put ethical business model as their core
differentiation.

41. SUMMARY
• Brands are adopting human qualities to attract customers in
the human-centric era.
• It includes unlocking customers’ anxieties and desires through
social listening, netnography & emphatic research.
• Markers should build brands that should be physically
attractive, intellectually compelling, socially engaging, and
emotionally appealing at same time demonstrate strong
personability and morality.

42. Reflection Questions
• What are the deepest anxieties and desires of
your customers?
• Does your brand possess human qualities?
What can you do to make it more human?

43. Human Centric Marketing for
Brand Attraction
BFF
Best Friends Forever
Prepared by:
Mark Edward Tejares