Fashion140 Talk presented 5/4/11

1. “Care”:
The Key To Customer
Engagement In The Age of “NOW”
What The Customerʼs
Psychology Means For Brands
Tom Guarriello, Ph.D.
TrueTalk Consulting, Inc. &
School of Visual Arts, Masterʼs In Branding

2. fashion is
the new
black

4. 1955 2011

5. everybody
cares
about
“fashion”

6. 1,000,000,000,000
2011 online brand
mentions:
people,
and
things,
I
care about

8. tavi gervison:
15 year-old
fashion-
obsessed
feminist
“style rookie”

9. “claire”
age unknown
on london
street
via
sartorialist.com

10. angela,
“turning 50”
aka
“Trendy in New
Mexico”

11. things they
care about

12. Care:
to be concerned about;
have regard for;
hold dear
psychological
alchemy
that transforms
“things”
into
“valuables”

13. Why do we
care about
things?

14. Maslowʼs
hierarchy of needs self-
actualization “social
needs”
self-esteem
love & belonging
safety
physiological

15. wired
to
care
and connect

16. brain: emotion
before logic

18. So
what?

19. So....
you are in the
“care business”

20. What
should I do?

21. 1.
pay care-ful attention:
look,
listen,
appreciate,
imagine

22. “I understand you...”

23. 2.
engage care-fully:
“attract and hold fast”
interact emotionally

24. “I feel with you...”

25. Six
Emotions

26. fear
Understanding Comics,
Scott McCloud

27. anger

28. disgust

29. sadness

30. surprise

31. joy

32. positive
joy
neutral
negative surprise
fear anger disgust sadness

33. joy

34. we are
wired to
mirror
emotions

35. delight or relief
+
joy surprise

36. pride
+
joy anger

37. hope
+
joy fear

38. 3.
help caring-ly:
how can we make the
customerʼs life better?

39. “I want to help you...”

40. The Question:
“What would I say or
do right now if I
really cared
about this person?”

41. The best way to
cheer yourself up
is to try to cheer
somebody else up.
Mark Twain

42. “I understand you...”
“I feel with you...”
“I want to help you...”

43. “The intuitive mind is a
sacred gift and the
rational mind is a
faithful servant. We
have created a society
that honors the
servant and has
forgotten the gift.”

44. Einstein on ROI
“Not everything that
can be counted
counts, and not
everything that
counts
can be counted.”