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Kurio // Social Brand Framework
The document presents the social brand framework, emphasizing the importance of purpose, connection, action, evidence, and sociability in brand strategy. It contrasts traditional mass media with social media and highlights the need for brands to engage stakeholders and inspire action beyond profit motives. Key questions are posed to assess the effectiveness of a brand's connection with its audience and its ability to generate meaningful conversations.
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- 1. SOCIAL BRAND FRAMEWORK @jarilahdevuori& @ElliTuominen // @kurio_marketing
- 2. brand blueprint brand promise& image key visuals & slogans #OLD © Kurio 2014
- 3. mass media vs.social media high control vs. low control brand lives in the marketing dept. vs. the whole company lives the brand slogans vs. evidence campaigns vs. on-going memorable vs. shareable enter the social brand © Kurio 2014
- 4. THE SOCIAL BRANDFRAMEWORK © Kurio 2014 purpose connection action evidence sociability Does your brand have a purpose other than the bottom line? A reason and a right to exist? Do your stakeholders feel a connection to your purpose? Do they know it? Does your brand inspire action in key stakeholders of your company? Do the actions turn into evidence of the brand? Does the evidence engage relevant people? Does it spark a conversation and spread? brand blueprint brand promise & image key visuals & slogans
- 5. purpose connection actionevidence sociability Does your brand have a purpose other than the bottom line? A reason and a right to exist 10 years from now? © Kurio 2014
- 6. purpose connection actionevidence sociability Do your key stakeholders feel a connection to your purpose? © Kurio 2014
- 7. purpose connection actionevidence sociability Does your brand inspire action in key stakeholders of your company? © Kurio 2014
- 8. purpose connection actionevidence sociability Do the actions turn into evidence of the brand? © Kurio 2014
- 9. purpose connection actionevidence sociability Does the evidence engage relevant people? Does it spark a conversation and spread? Have you found your sociability? © Kurio 2014
- 10. For more information: jari@kurio.fi// @jarilahdevuori © Kurio 2014