Empathic Marketing – aka, what’s true in life is true in marketing.David Murphy
Empathic Marketing was inspired by my observations over time and across categories that the ways in which we form personal relationships mirrors how we form brand relationships.
Forces such as empathy, experiences, endorsement and energy help shape our real life relationships. These 4Es of real relationships – empathy, experiences, energy and endorsement – form a clear and measurable brand planning model to help marketers create more customer-centered brand platforms.
Come dig in with us on three key aspects of engaging with customers and learn about specific techniques that will help drive sustainable growth in your business: Getting into the mindset of your prospects and customers, creating content that resonates with your target audience, and initiating a relationship.
Social Selling: Thought Provoking Insights That Go Beyond the Latest TrendsGretchen Lehman
Learn how implementing a b2b social selling strategy can help you increase your close rate by reading Unthink Solution's brand new 24-page guide, Social Selling: Thought Provoking Insights That Go Beyond the Latest Trends to Explain the How and Why of Social Selling.
Thoughts on finding consumer meaning and motivation behind the consumer behavior in those big internet data bases.
The meanings and motivations that form Consumer Brand Relationships have a lot to do with understanding and impacting the consumer brand behavior tracked in the big internet data bases. And that behavior when correctly combined with CBR can more efficiently and effectively build your consumer brand franchise
Does the concept of a brand exist in politics?
Link to videos
http://www.domovod.info/entry.php?106
I say YES - because a brand is fundamentally about a set of values and a long term relationship between a company and customer. That company can provide goods or services - and the services can be political.
I think that the concept of brand and especially brand management and brand equity might be more relevant in politics than anywhere else.
I have made a series of three videos.
Part 1: The basics of brands in business
https://www.youtube.com/watch?v=UzS3jUywcQk
Part 2: Does the phenomenon of brands exist in politics?
https://www.youtube.com/watch?v=HSi6Pu4qVlE
Part 3: Brand management in politics
https://www.youtube.com/watch?v=tvotlu4wpv8
This set of slides includes the slides from all three videos
Author and download:
http://resources.wayin.com/ebook-social-persuasion.html
DESCARGA deshabilitada. Seguir enlace anterior y descargar desde web del autor.
DOWNLOAD disabled from this account. Please, follow the link to author's page to do it.
Nota acerca de los documentos: Todos ellos pertenecen a sus autores. Se incluye el enlace de descarga directa desde la página del autor y se desactiva el enlace desde Slideshare. Se difunde el contenido original desde nuestro blog.
Importante: Si el autor/autores desean que se retire la presentación, por favor, mandar un email a webmaster@comunicacionactiva.com y se hará de inmediato.
Important Note: All presentations belong to their authors. We include download link in the author's page. Not from our web neither from here. Our aim is to promote the original source and share what we think it's a useful content. If author wants us to erase/delete/unpublish his work, just write us at: webmaster@comunicacionactiva.com
This presentation goes beyond just social media and will include high level strategy as well as low level tactics. It also introduces the importance of engagement in creating and deepening your relationship with brand ambassadors.
Specific case studies are included as well as options for calculating ROI.
Empathic Marketing – aka, what’s true in life is true in marketing.David Murphy
Empathic Marketing was inspired by my observations over time and across categories that the ways in which we form personal relationships mirrors how we form brand relationships.
Forces such as empathy, experiences, endorsement and energy help shape our real life relationships. These 4Es of real relationships – empathy, experiences, energy and endorsement – form a clear and measurable brand planning model to help marketers create more customer-centered brand platforms.
Come dig in with us on three key aspects of engaging with customers and learn about specific techniques that will help drive sustainable growth in your business: Getting into the mindset of your prospects and customers, creating content that resonates with your target audience, and initiating a relationship.
Social Selling: Thought Provoking Insights That Go Beyond the Latest TrendsGretchen Lehman
Learn how implementing a b2b social selling strategy can help you increase your close rate by reading Unthink Solution's brand new 24-page guide, Social Selling: Thought Provoking Insights That Go Beyond the Latest Trends to Explain the How and Why of Social Selling.
Thoughts on finding consumer meaning and motivation behind the consumer behavior in those big internet data bases.
The meanings and motivations that form Consumer Brand Relationships have a lot to do with understanding and impacting the consumer brand behavior tracked in the big internet data bases. And that behavior when correctly combined with CBR can more efficiently and effectively build your consumer brand franchise
Does the concept of a brand exist in politics?
Link to videos
http://www.domovod.info/entry.php?106
I say YES - because a brand is fundamentally about a set of values and a long term relationship between a company and customer. That company can provide goods or services - and the services can be political.
I think that the concept of brand and especially brand management and brand equity might be more relevant in politics than anywhere else.
I have made a series of three videos.
Part 1: The basics of brands in business
https://www.youtube.com/watch?v=UzS3jUywcQk
Part 2: Does the phenomenon of brands exist in politics?
https://www.youtube.com/watch?v=HSi6Pu4qVlE
Part 3: Brand management in politics
https://www.youtube.com/watch?v=tvotlu4wpv8
This set of slides includes the slides from all three videos
Author and download:
http://resources.wayin.com/ebook-social-persuasion.html
DESCARGA deshabilitada. Seguir enlace anterior y descargar desde web del autor.
DOWNLOAD disabled from this account. Please, follow the link to author's page to do it.
Nota acerca de los documentos: Todos ellos pertenecen a sus autores. Se incluye el enlace de descarga directa desde la página del autor y se desactiva el enlace desde Slideshare. Se difunde el contenido original desde nuestro blog.
Importante: Si el autor/autores desean que se retire la presentación, por favor, mandar un email a webmaster@comunicacionactiva.com y se hará de inmediato.
Important Note: All presentations belong to their authors. We include download link in the author's page. Not from our web neither from here. Our aim is to promote the original source and share what we think it's a useful content. If author wants us to erase/delete/unpublish his work, just write us at: webmaster@comunicacionactiva.com
This presentation goes beyond just social media and will include high level strategy as well as low level tactics. It also introduces the importance of engagement in creating and deepening your relationship with brand ambassadors.
Specific case studies are included as well as options for calculating ROI.
The New Social Media Landscape; Welcome to SomaliaAdrian Blake
Lecture from Creighton University covering the new, massive competition among media brands. Every brand is now a media company, and that means every brand will have to learn how to think like a media company and use emotion in their messages.
Howdy. Welcome to the latest Frisk special.
We’re deep into 2015 now – still not quite sure how that happened, something to do with the Higgs Boson probably – and it’s been making us think a lot about the subject of Loyalty.
Did you make a new year’s resolution? And if so, did you stick to it? We’ve found a fairly even split between people who’ve remained loyal to their self-imposed vows and those who gave up after about fifteen minutes...
Of course, Loyalty spreads much wider than simply remembering to cycle to work because you told everyone you would. Giles Hedger’s Admap piece, which you’ll find within, posits that we need to think about brand loyalty as an outcome of successful brand building. We’ve also spoken to Canvas8, who suggested that a key facet of building customer loyalty is to be a bit annoying and rude, as well as quizzing the team in Arc Sponsorship for their views on the loyalty journey. And, as ever, we’ve picked the brains of the Planning department to get their own entertainingly disparate views on the subject.
So, plenty there to stimulate the ol’ grey cells. I do hope that you enjoy what you read. If so – or indeed, if not – be sure to fire some feedback into the Twittersphere: the handle’s @LeoBurnettLDN.
See you next month for more of this thoughtsmithery.
Daniel Bevis
Senior Knowledge Editor Leo Burnett London
The brands that actively involve their audiences in the creation of value are best placed to succeed in an ever-more connected world. This eBook from We Are Social presents a series of provocations to help you define your brand’s approach to this connected future, and helps you to start bringing that vision to life today, by building a truly social brand.
Most social media marketers struggle to measure ROI. Why? It’s not always easy to see how likes and shares relate to your core marketing and business goals. Escape the “posting just to post” mentality and learn how to focus your social marketing efforts on what will have the most impact for your brand.
This presentation is perfect for social marketers who need to prove the ROI of their efforts, C-level marketing execs who aren’t sure what social media is supposed to do for their business, and anyone looking for a common-sense approach to social media that actually helps drive real results.
Originally presented to the Uptown Marketing Professionals Breakfast by Megan Van Groll, Digital Journalism & Content Strategy at Richards Partners. Special thanks to Uptown Dallas, Inc. for organizing these quarterly breakfasts for marketing professionals in the Uptown neighborhood!
Online Reputation Management by Sir Eric Seyram A.Eric Seyram A.
Statistics show that, when it comes time to spend money, consumers prefer to do business with a brand they not only know, but trust. That means the average person is perfectly willing to do his or her due diligence, researching different companies and finding the one they believe to be the most credible and authoritative in the industry.
The best way to grow your business is to establish yourself as the industry leader, edging out your competition and attracting the right kind of clientele. This is done through brand enhancement, which leverages the power of online marketing to ensure that when a consumer conducts a Web search for your company’s name, they find a brand they immediately feel they can trust.
Your reputation is everything. Online reputation management services are designed to go into the world of social media, find mentions of your brand and protect against negative brand associations.
In today's social world, managing your online reputation is more critical than ever, whether it's your company brand or yourself as a brand and one thing is certain: everyone needs a ORM plan. My presentation will show how to set up a system that works every day, helps forward your brand's online goals, and is able to deal with negative chatter. Covering every day listening and messaging as well as reputation management for special events or crises, walking target audience through step-by-step instructions and tips that will help them build and maintain a positive online presence.
Whether you're a business, a blogger, or even a movie or music star, online reputation management is an important part of your life. Thanks to the Internet and social media, it's easy for customers to disseminate information (good and bad) to an increasingly large audience. So, be prepared: Establish a response plan, and build a solid online foundation for your reputation. And, above all, when crises arise, take action quickly.
Key presentation contents
• Why do you need an online reputation?
• Who cares about your online reputation?
• How can a negative online reputation affect you?
• How do you assess your online reputation?
• Ways to Build Your Reputation
• How to undertake Online Reputation Monitoring
• Prevent Reputation Problems
• An overview of the ORM industry
• ORM Strategy development
• Software recommendations
• Link Development
• Search Engine Optimization
• SEO Audits
• Social Media integration
• Content Creation
Socializing Your Brand: Why social media should inform branding - and vice-versaOff Madison Ave
Want to know what consumers really think about your brand? Scrap the expensive, worldwide tour of focus groups – social media will give you more genuine and insightful answers.
Learn how you can get useful consumer insights about your brand from social media. Using surveys, polls and social monitoring tools, your brand can benefit from gathering data on interesting brand perceptions, untapped audiences and new trends in the marketplace.
Since brand-building is a two-way street, find out how you can effectively bring your brand to social media while making the acknowledgment of these new findings and audiences a key strategy in using such platforms.
30 years in 30 minutes: Tips for starting your advertising career.David Murphy
Career advice to aspiring advertising professionals. Presentation to the Chapman University Ad Club offering point of view of how to get a job in an agency and how to succeed early in your career.
Social media has changed. A lot.
So how should brands now approach it? Here we introduce our new POV on social media, called Deep Social, and discuss what it means for brands. We cover:
- The (new) consumer mindset
- What is Deep Social? And how do I get there?
- Why Ogilvy?
- Where are you now? A diagnostic
Deep social - Social 3.0 - James GaubertJames Gaubert
Awesome deck on the future of social - social 3.0
Gone are the days of vanity measurement, brand clutter and tired content - this is social 3.0 - the future, deep social!
The New Social Media Landscape; Welcome to SomaliaAdrian Blake
Lecture from Creighton University covering the new, massive competition among media brands. Every brand is now a media company, and that means every brand will have to learn how to think like a media company and use emotion in their messages.
Howdy. Welcome to the latest Frisk special.
We’re deep into 2015 now – still not quite sure how that happened, something to do with the Higgs Boson probably – and it’s been making us think a lot about the subject of Loyalty.
Did you make a new year’s resolution? And if so, did you stick to it? We’ve found a fairly even split between people who’ve remained loyal to their self-imposed vows and those who gave up after about fifteen minutes...
Of course, Loyalty spreads much wider than simply remembering to cycle to work because you told everyone you would. Giles Hedger’s Admap piece, which you’ll find within, posits that we need to think about brand loyalty as an outcome of successful brand building. We’ve also spoken to Canvas8, who suggested that a key facet of building customer loyalty is to be a bit annoying and rude, as well as quizzing the team in Arc Sponsorship for their views on the loyalty journey. And, as ever, we’ve picked the brains of the Planning department to get their own entertainingly disparate views on the subject.
So, plenty there to stimulate the ol’ grey cells. I do hope that you enjoy what you read. If so – or indeed, if not – be sure to fire some feedback into the Twittersphere: the handle’s @LeoBurnettLDN.
See you next month for more of this thoughtsmithery.
Daniel Bevis
Senior Knowledge Editor Leo Burnett London
The brands that actively involve their audiences in the creation of value are best placed to succeed in an ever-more connected world. This eBook from We Are Social presents a series of provocations to help you define your brand’s approach to this connected future, and helps you to start bringing that vision to life today, by building a truly social brand.
Most social media marketers struggle to measure ROI. Why? It’s not always easy to see how likes and shares relate to your core marketing and business goals. Escape the “posting just to post” mentality and learn how to focus your social marketing efforts on what will have the most impact for your brand.
This presentation is perfect for social marketers who need to prove the ROI of their efforts, C-level marketing execs who aren’t sure what social media is supposed to do for their business, and anyone looking for a common-sense approach to social media that actually helps drive real results.
Originally presented to the Uptown Marketing Professionals Breakfast by Megan Van Groll, Digital Journalism & Content Strategy at Richards Partners. Special thanks to Uptown Dallas, Inc. for organizing these quarterly breakfasts for marketing professionals in the Uptown neighborhood!
Online Reputation Management by Sir Eric Seyram A.Eric Seyram A.
Statistics show that, when it comes time to spend money, consumers prefer to do business with a brand they not only know, but trust. That means the average person is perfectly willing to do his or her due diligence, researching different companies and finding the one they believe to be the most credible and authoritative in the industry.
The best way to grow your business is to establish yourself as the industry leader, edging out your competition and attracting the right kind of clientele. This is done through brand enhancement, which leverages the power of online marketing to ensure that when a consumer conducts a Web search for your company’s name, they find a brand they immediately feel they can trust.
Your reputation is everything. Online reputation management services are designed to go into the world of social media, find mentions of your brand and protect against negative brand associations.
In today's social world, managing your online reputation is more critical than ever, whether it's your company brand or yourself as a brand and one thing is certain: everyone needs a ORM plan. My presentation will show how to set up a system that works every day, helps forward your brand's online goals, and is able to deal with negative chatter. Covering every day listening and messaging as well as reputation management for special events or crises, walking target audience through step-by-step instructions and tips that will help them build and maintain a positive online presence.
Whether you're a business, a blogger, or even a movie or music star, online reputation management is an important part of your life. Thanks to the Internet and social media, it's easy for customers to disseminate information (good and bad) to an increasingly large audience. So, be prepared: Establish a response plan, and build a solid online foundation for your reputation. And, above all, when crises arise, take action quickly.
Key presentation contents
• Why do you need an online reputation?
• Who cares about your online reputation?
• How can a negative online reputation affect you?
• How do you assess your online reputation?
• Ways to Build Your Reputation
• How to undertake Online Reputation Monitoring
• Prevent Reputation Problems
• An overview of the ORM industry
• ORM Strategy development
• Software recommendations
• Link Development
• Search Engine Optimization
• SEO Audits
• Social Media integration
• Content Creation
Socializing Your Brand: Why social media should inform branding - and vice-versaOff Madison Ave
Want to know what consumers really think about your brand? Scrap the expensive, worldwide tour of focus groups – social media will give you more genuine and insightful answers.
Learn how you can get useful consumer insights about your brand from social media. Using surveys, polls and social monitoring tools, your brand can benefit from gathering data on interesting brand perceptions, untapped audiences and new trends in the marketplace.
Since brand-building is a two-way street, find out how you can effectively bring your brand to social media while making the acknowledgment of these new findings and audiences a key strategy in using such platforms.
30 years in 30 minutes: Tips for starting your advertising career.David Murphy
Career advice to aspiring advertising professionals. Presentation to the Chapman University Ad Club offering point of view of how to get a job in an agency and how to succeed early in your career.
Social media has changed. A lot.
So how should brands now approach it? Here we introduce our new POV on social media, called Deep Social, and discuss what it means for brands. We cover:
- The (new) consumer mindset
- What is Deep Social? And how do I get there?
- Why Ogilvy?
- Where are you now? A diagnostic
Deep social - Social 3.0 - James GaubertJames Gaubert
Awesome deck on the future of social - social 3.0
Gone are the days of vanity measurement, brand clutter and tired content - this is social 3.0 - the future, deep social!
The Era of Belief-Based Consumption (presented by Sonic Boom) Sonic Boom
Welcome to the Era of Belief-Based Consumption
The digital era has dramatically shifted the way people build relationships both with brands and with each other. Audiences are becoming increasingly vocal about the values, beliefs, brands, communities, and people with which they identify.
Digital tools have enabled people to find and connect with niche groups with whom they share a set of values, and have equipped them with the information needed to look beneath the surface and past the marketing message. Putting power into the hands of audiences who now collaboratively build, share, and proliferate their own meanings and stories with brands.
This shift in how people leverage their beliefs to build relationships with one another and with organizations is ushering in a new era of consumption. The era of belief-based consumption. An era where audiences increasingly want to do business with brands that believe what they believe. Effectively creating new rules for organizations looking to build deep relationships with their audiences.
For more, contact us at strategy@sonicboom.com
http://beliefbasedconsumption.com
http://sonicboom.com
Social Marketing and Leveraging InfluencersBolaji Okusaga
Today, consumer expectation is on the rise and technologies are changing at a dizzying pace. At a time like this, we take a look at the place of influence in Social Media Marketing.
Similar to Marketing’s New Normal - updated version. (20)
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
4. Developed before hyper-
competition. Ignores the
wonderfully irrational nature of
human beings, aka consumers.
Developed in a mass media age.
Ignores the nonlinear nature of media
consumption.
Empathic branding is modeled on the way in which people form personal
relationships – empathy, experiences, endorsement and energy.
The 4Ps
AIDA
The “4Es”
15. Good luck reaching B2B execs
with a viral video, or my mom
through Twitter. Let me know how
efficient your street teams are in
reaching millions of guys relative
to a spot on an NFL game.
19. Ignore store traffic and nobody will care
about the awareness gain.
Click-through rates at the expense of
emotional relevance and differentiation will
not matter as the brand degrades to
commodity status.
True marketing professionals balance these
seemingly conflicting goals.
20. One thing will never
change: We must
build strong brands.
21. Products become brands by
creating empathetic
relationships with customers.
Brands become enduring,
profitable assets when they
deliver relevant differentiation.
26. Experiences form beliefs
Unique interactions
Media context
Brand associations
Momentum conveys leadership
Events
New services
Alliances and content
Media channels
Empathic Marketing
Empathy drives personal relevance
Shared point of view
Shared values
Engage via passion points
Empathy! Experiences
Energy!
Perceptions
Behaviors
Peer review deepens commitment
Social media
WOM
PR
Endorsement
27. Empathy! Experiences
Energy! Endorsement
Brand saliency:
Relevance
Differentiation
Esteem / quality
Familiarity / intimacy
Quality of the engagement:
Total & unique visits
Bounce Rate
Avg. pages per visit
Avg. time spent per visit
Conversion rates
Avg. sale-per-conversion
eMail open rates
Mobile CTA rates
Brand advocacy:
Net Promoter Score
Sentiment analysis
Total FB Likes & Shares
Total YT Shares
Total YT Likes-dislikes ratio
Total Twitter re-tweets
Total Share This clicks (website content)
Consumer product ratings
Brand momentum:
Innovative
Successful
Leadership
Natural search
Sales (volume & share)
Metrics
Perceptions
Behaviors
29. Brand empathy occurs
when customers project
themselves onto the brand.
Define a brand's source of
empathy and you'll find its
essential truth.
30. We tend to have our
deepest and most lasting
relationships with people
who share our values; our
beliefs; our sense of
humor; our sense of style.
31. Empathy isn’t squishy. It’s a
hard metric in nearly all brand
equity research – e.g.,
personal relevance, affinity,
trust, a brand for me,
understands my company’s
needs.
32. Great brands tell great
stories. Stories help us
connect. They convey
meaning. In a fast moving
world, meaning trumps
information.
33. Elements of a great story
Archetype!
The
Journey!
Conflict!
The universal characters
that form our collective
unconscious. The hero,
temptress, ruler, et al create
deeper connections with
consumers.
The most compelling
protagonists are on a quest
toward something inspiring.
Great brands project a sense
of purpose – a true north that
guides their values and
behavior.
Great stories hinge on a
clearly defined antagonist.
Great brands are clear on
what they oppose in order
to be crystal clear about
what they believe.
34. Archetypes are the universal
personalities spanning ancient
mythologies through today.
Our psychological hardwiring.
Components of the collective
unconscious that inform
perceptions and behavior.
46. Archetypes are central to
storytelling
Lover
Hero
Sage
Magician
Outlaw
Innocent and Jester
Evil
47. The hero’s journey
Drawn from analysis of mythology across cultures
and time:
“A hero ventures forth from the common
world…
confronts obstacles and adversaries…
wins a decisive victory…
and returns with the power to help his fellow
man.”
48. The hero’s journey:
Hollywood
An innocent young prince
attempts to run away from his
troubles only to discover
the redeeming power of friendship
and truth.
49. The hero’s journey:
Politics
A man rises above racial barriers to inspire a
nation to defy the divisiveness of red states
and blue states and reclaim the promise of
the United States.
50. The hero’s journey:
Brands
An authority-defying rebel
uniting a community in a
crusade against fear.
An advocate of women’s
self-esteem battling against the
falsehood of media-defined
beauty.
A free thinker liberating creativity
from a world of beige conformity.
51. Conflict is essential to storytelling.
Every hero's journey involves overcoming
challenges – dragons, tyrants or marketplace
competitors.
The most passionate causes tend to be
ignited by the collision of a noble ideal that
inspires and a status quo that must be
vanquished.
55. Every interaction defines the
brand, e.g., the packaging,
how the phone is answered;
customer service; the online
experience; events; the trade
show booth; mobile gaming.
56. This is not a soft measure.
The 2011 Brand Keys Customer Loyalty
Engagement Index shows that
customers increasingly define value
through the total brand experience, and
that experiences have a strong impact
on customer decision-making.
58. If brands are built on
empathetic
relationships, then
that relationship is
now a ménage á trois.
59. In a socially wired world, brands
are not solely defined by the
relationship between the
customer and the product. It’s
about the relationship shared
among all the customers of the
product.
60. Advocacy isn’t just an conquesting strategy –
it’s also a loyalty strategy.
When a customer advocates a brand, they
deepen their commitment to the brand by
putting their name and reputation on the line.
62. Energy is a powerful
force. It casts an aura of
infectious momentum that
is often measured in
brand research as
success, innovation,
leadership or popularity.
63. Maintaining energy requires that we think
through what happens in the
months after a launch.
It’s the absence of energy that causes
otherwise loyal customers to get bored;
to flirt with other brands; to spice up
their life by trying something new and
interesting.
65. Experiences form beliefs
Unique interactions
Media context
Brand associations
Momentum conveys leadership
Events
New services
Alliances and content
Media channels
Empathic Branding
Empathy drives personal relevance
Shared point of view
Shared values
Engage via passion points
Empathy! Experiences
Energy!
Perceptions
Behaviors
Peer review deepens commitment
Social media
WOM
PR
Endorsement
71. Empathy
Mapping
Strong brand equity
Weak brand equity
Strong
customer value
Weak
customer value
FOCUS
FIX
REFRAME
MONITOR
72. Experience
Mapping
More effective
Less effective
Direct impact
on goals*
Indirect impact
on goals*
INCREASE INVESTMENT
INNOVATE AND TEST
MAINTAIN INVESTMENT
DECREASE INVESTMENT
*Goals = Image / Engagement / Sales
73. Key
insights
form
the
E4
Plan
FOCUS
FIX
REFRAME
MONITOR
INCREASE
INVESTMENT
INNOVATE
& TEST
MAINTAIN
INVESTMENT
DECREASE
INVESTMENT
EMBRACE
SEED
ACKNOWLEDGE
LEARN
Empathy
Energy
Experiences
Endorsement
KPIs
KPIs
KPIs
KPIs
Cultural
Context
Percep8on
Behavior
74. Defining Cultural Context!
What the brand owns:! What the brand needs:!
Brand Equity!
Brand Empathy!
What the brand believes:! What the customer values:!
Image:! Engagement:!
Key Marketing Metrics!
Sales:!
Brand proposition:!
Brand Experiences!
Archetypal Voice:! Interactions: !!Iconography:! Channels:!
Empathic
Branding
Brief