This document discusses how brands should focus on people rather than products or logos. It argues that a brand is defined by how people feel about it rather than what the brand says it is. It also notes that people and technology are constantly changing, so brands must follow these changes. The document provides tips for brands to connect with people, including finding their target audience, understanding behaviors and cultural tensions, defining a purpose beyond selling, and creating meaningful acts instead of just advertisements.

1. EVERY BRAND IS HUMAN
BY HASSEN WESLATI

2. Hello !
my name is
HASSEN WESLATI
i’m a strategic
planner!
I have a dog,
his name is
BRAND

3. BUT WHAT’S A BRAND?

4. A BRAND IS NOT A BOXER DOG

5. A BRAND IS NOT A LOGO

6. A BRAND IS NOT AN IDENTITY

7. A BRAND IS NOT A PRODUCT

9. A BRAND IS A PERSON’S FEELING ABOUT A PRODUCT,
SERVICE, OR ORGANIZATION.
IT’S NOT WHAT YOU SAY IT IS
IT’S WHAT THEYSAY IT IS

10. LIKE PEOPLE, A BRAND HAS A
PERSONALITY,
A CARACTER AND A REPUTATION

11. SO, IT’S NOT ABOUT ADVERTISING

12. IT’S ABOUT
PEOPLE

13. PEOPLE ARE CHANGING

14. hostage on the
EgyptAir MS181
flight
took selfie with
hijacker

16. TECHNOLOGY IS CHANGING OUR LIVES

17. The way we shop
The way we date
The way we share
The way we watch TV
The way we communicate
The way we read
The way we parent
The way we live
…

18. even when it comes to using lighters in
concerts is now being replaced by lighting
our mobile phones screens.

19. So, we need to follow THE CHANGE

20. HOW ?

21. Start with the PEOPLE

22. everything that matters in our business
begins and ends with two thnigs

23. If you can’t turn
yourself into a
customer, you
probably shouldn’t be
in the advertising
business at all”
Uncle Leo

24. 1. YOU NEED TO FIND YOUR TARGET
2. DEFINE THEIR BEHAVIOR
3. UNDERSTAND WHY THEY BEHAVE THIS WAY
(CULTURAL TENSION)
4. GIVE THEM A PURPOSE
5. GIVE THEM ACTS, NOT JUST ADS

25. 1. GO FIND YOUR TARGET

26. Rather than taking a top-down approach and grouping consumers
based on their demographics,
A Study by Euromonitor International introduces a bottom-up
method of targeting consumers through in-depth
profiles of four distinct consumer types. These types were created
by analyzing a number of personality traits, characteristics, and
preferences from Euromonitor International’s Annual Survey of
16,000 global online consumers.

27. Sami and Ahmed dont think, behave, and
purshase the same way
AHMED
18 YEARS
Social
category: B
SAMI
18 YEARS
Social
category: B

28. OVERVIEW OF THE FOUR CONSUMER TYPES
Undaunted striver
• Trendy
• Optimistic
• Empowered
• Outgoing
« I want to be, and have the best »
Savy Maximiser
• Family oriented
• Confident
• Bargain hunter
• Practical
I care most about practicity and efficiency
• Spectator
• Media Savy
• Price conscious
• Still forming opinions
Content Streamer
« I am still figuring out where it fit »
Secure Traditionalist
• Settled in ways
• Confortable
• Saver
• Independent
« I am content with where i am in life »
Four Consumer Types to Optimize Marketing Strategy, by euromonitor international

29. 2. BEHAVIOR

30. Behavior requires you to observe what people are doing differently
that affects how the brand can connect with them –the behavior
that causes them to use the brand less or that suggests new
opportunities for the brand.
Example: People are emailing more, so they are sending fewer
cards through the post.

31. 3. CULTURAL TENSION

32. WHAT’S THE CULTURAL TENSION ?
Convictions, Thoughts, Feelings, Attitudes…
It Answers the question: How do people feel or think,
Often drives the behavior that you see

33. It may be:
• Tensions between generations?
• Tensions between urban and rural?
• Tensions between early adopters, mainstream, and late adopters?
• Tensions between males and females?
• Tensions between wealthy and poor?
• What have people started or stopped caring about? Care about more or
less?
• What’s happening in the workplace? Stress? Change?
• What is NEW that people are excited and talking about? What has
DISAPPEARED?
• Who/what has become more powerful? Less powerful?
• How would you describe the lives of the people to someone who has
never been to your country?
• What do people miss from the past and want to regain?
• What’s bubbling under society’s surface, ready to burst out?
• Has there been any major event, new competition, or change in the
category?

34. 4-PURPOSE

35. Purpose is your reason for being, not
your reason for selling.

36. We need to put a meaningful human
purpose at the center of our brands. Not
a promise. Not a position. Not a benefit.
A Purpose.

37. Positioning
Where do I stand vis-à-vis the
competition?
(Through the lens of a marketer.)
- vs.-
Purpose
What do I believe?
(Through the lens of a human.)

38. Let’s take Nike as an example.
Positioning
The Athlete’s Company
Human Purpose
We believe if you have a body, you’re an athlete.
- vs. -

40. A Tension A PURPOSE
In a world crashed by
pessimism, people often
forget to be happy
To inspire moments of
optimism and happiness

43. A Tension A PURPOSE
People often think great
physical achievements are
only reserved to real
athletes
To bring inspiration and
innovation to every athlete*
in the world
*If you have a body, you are
an athlete

46. 5.ACTS

47. ACT, A human centred brand idea,
gesture, or experience that has the ability
to transform the way a person thinks,
feels, and ultimately behaves

49. CREATE ACTS, NOT ADS…

50. HERE ARE SOME GREAT ACTS…

54. THANK YOU