Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Copyright	  Tom	  Woodnu1	  Ltd.	  	  An evolutionary psychologyperspective on buildingmutualistic brandsJune, 2013Tom@tom...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  Mutuality and me….	  This	  presenta<on	  is	  about	  the	  power	  of	  	  mutuali...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  What is mutuality?	  	  Defined	  as:	  	  “A	  state	  of	  reciprocity	  or	  shari...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  I	  believe	  that	  when	  applied	  to	  business	  and	  brand	  building,	  the	...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  When	  companies	  embrace	  mutuality	  it	  means:	  	  	  1	  –	  they	  focus	  ...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  	  I	  decided	  to	  explore	  the	  origins	  of	  mutuality	  and	  our	  ins<nct...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  Mutuality is fundamentalto human existence	  We	  cooperate	  with	  cooperators	  	...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  Mutuality is highly emotiveLack	  of	  mutuality	  leads	  to	  burn	  out	  depress...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  Evolution explains theimportance of mutualityWe	  can	  understand	  why	  mutuality...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  Mutuality is adaptive	  Altruism	  can	  be	  understood	  from	  a	  mutualis<c	  p...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  Mutuality is encouraged bylow cost-benefit ratios	  	  	  ‘Reciprocal	  Altruism’	  ...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  Mutuality relies on longterm relationships	  	  	  	  	  	  	  	  	  	  	  	  	  	  ...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  Mutuality requiresrecognition	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  Animals...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  Mutualistic systems workout better for people…FC	  Barcelona	  has	  the	  cheapest	...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  Mutuality makes successfulsocial media campaigns	  	  Converse	  gave	  up	  and	  c...
Copyright	  Tom	  Woodnu1	  Ltd.	  	  The feeling is mutual….	  	  Mutuality	  works…..	  	  	  To	  find	  out	  about	  p...
Upcoming SlideShare
Loading in …5
×

An evolutionary psychology perspective on building more mutualistic brands

3,320 views

Published on

How our instinct to reciprocate has evolved and can be used to inspire more equitable and sustainable brand relationships...

Published in: Business, Technology
  • Dating for everyone is here: ❤❤❤ http://bit.ly/369VOVb ❤❤❤
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Follow the link, new dating source: ❤❤❤ http://bit.ly/369VOVb ❤❤❤
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hello there! Get Your Professional Job-Winning Resume Here! http://bit.ly/topresum
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

An evolutionary psychology perspective on building more mutualistic brands

  1. 1. Copyright  Tom  Woodnu1  Ltd.    An evolutionary psychologyperspective on buildingmutualistic brandsJune, 2013Tom@tomwoodnu1.com  www.feelingmutual.com  
  2. 2. Copyright  Tom  Woodnu1  Ltd.    Mutuality and me….  This  presenta<on  is  about  the  power  of    mutuality  to  build  be1er  brand  rela<onships…    I  started  championing  the  idea  as  part  of  my  entry  into  the  Admap  prize  2012:    ‘Planning  3.0  The  planning  landscape  in  2020’      I’ve  since  been  wri<ng  about  the  concept  @  www.feelingmutual.com        
  3. 3. Copyright  Tom  Woodnu1  Ltd.    What is mutuality?    Defined  as:    “A  state  of  reciprocity  or  sharing”    In  nature  it  is  used  to  describe  symbio<c  rela<onships.      Like  this  example  of  the  clown  fish  and  sea  anemone.      They  each  protect  the  other  from  their  predators  while  also  exchanging  nutrients.          SOURCE:    (1)  BusinessDic<onary.com    
  4. 4. Copyright  Tom  Woodnu1  Ltd.    I  believe  that  when  applied  to  business  and  brand  building,  the  idea  of  mutuality  can  solve  some  big  challenges,  namely  that:        1  –  People  expect  be1er  value  from  brands        2  –  Brands  ignore  people’s  true  needs      3  –  People  avoid  data-­‐sharing  and  par<cipa<on      4  –  Brands  fail  to  understand  social  networks    5  –  Clients  and  agencies  are  too  isola<onist    What problems canmutuality help solve?
  5. 5. Copyright  Tom  Woodnu1  Ltd.    When  companies  embrace  mutuality  it  means:      1  –  they  focus  on  crea<ng  more  value          2  –  they  listen  to  social  and  individual  needs      3  –  they  inspire  data-­‐sharing  and  par<cipa<on      4  –  they  enrich  social  networks    5  –  they  create  a  climate  of  collabora<on    Mutuality means focusingexplicitly on shared-value
  6. 6. Copyright  Tom  Woodnu1  Ltd.      I  decided  to  explore  the  origins  of  mutuality  and  our  ins<nct  to  reciprocate.      So  I  collaborated  with  UCL  to  review  the  literature  wri1en  about  the  psychological  origins  of  reciprocity.      I  was  overwhelmed  by  just  how  intrinsic  it  is  to  human  nature.  .  .      So  much  of  what  we’ve  become  can  be  traced  back  to  our  animal  ancestors.    Why is mutuality soimportant to people?
  7. 7. Copyright  Tom  Woodnu1  Ltd.    Mutuality is fundamentalto human existence  We  cooperate  with  cooperators    (Braver,  1975)      We  give  to  those  who  have  given  to  us  (dePaulo  1983)      We  self-­‐disclose  to  those  who  share  with  us  (Cunningham,  1986)      We  yield  to  those  who  we  have  persuaded  (Cialdini  et  al  1992)    “Reciprocity  has  long  been  recognized  as  a  universal  cornerstone  of  morality,  ra4onal  choice,  and  group  life”    (Brown,  1991)      
  8. 8. Copyright  Tom  Woodnu1  Ltd.    Mutuality is highly emotiveLack  of  mutuality  leads  to  burn  out  depression,  job  dissa<sfac<on  and  divorce  (Buunk  1999)      Many  human  emo<ons  relate  to  reciprocity:    e.g.  gra<tude,  sympathy,  guilt,  obliga<on  and  sensi<vity  to  injus<ce  (Trivers,  1985)      Many  psychological  problems  can  be  mapped  to  ineffec<ve  reciproca<on    (Glantz,  1989)      People  are  averse  to  feeling  indebted  (Greenberg,  1983)              
  9. 9. Copyright  Tom  Woodnu1  Ltd.    Evolution explains theimportance of mutualityWe  can  understand  why  mutuality  is  so  fundamental  to  the  huiman  condi<on  by  looking  at  evolu<onary  psychology.            “Human  morality  is  steeped  in  animal  blood”    (de  Waal,  1996)    
  10. 10. Copyright  Tom  Woodnu1  Ltd.    Mutuality is adaptive  Altruism  can  be  understood  from  a  mutualis<c  perspec<ve.      ‘Reciprocal  Altruism’  explains  reciprocity  between  non-­‐kin  (Trivers,  1971)    We  help  one  another  because  of  an  innate  expecta<on  that  the  favour  will  be  returned  –  which  in  turn  helps  us  to  survive.      I  believe  brands  need  to  tap  into  this  ins<nct  by  crea<ng  more  value  for  people.    In  return  people  will  feel  more  compelled  to  be  loyal  advocates        ‘A  strong  concern  with  reciprocity  may  have  fostered  survival  and  reproducIve  success  in  our  evoluIonary  past’    (Buss  1996)      
  11. 11. Copyright  Tom  Woodnu1  Ltd.    Mutuality is encouraged bylow cost-benefit ratios      ‘Reciprocal  Altruism’  is  more  likely  when  it  costs  li1le  to  help  others    (de  Waal,  1996)      A  Hyena  can’t  eat  all  of  its  kill,  so  it  will  share  it  with  others,  in  the  expecta<on  that  the  favour  to  be  returned  one  day….    There  so  much  value  that  brands  can  give  to  people  at  very  li1le  cost  to  themselves  (whether  that  be  discounts,  fame  or  simply  dialogue  and  gra<tude)            
  12. 12. Copyright  Tom  Woodnu1  Ltd.    Mutuality relies on longterm relationships                            Long  term  rela<onships  make  the  the  opportunity  for  reciproca<on  even  greater  (Gould,  1989)        Bats  only  regurgitate  blood  for  one  another  when  together  for  at  least  60%  of  the  <me    (Wilkinson,  1984)      This  relates  to  the  importance  of  brands  having  ongoing  dialogue  with  people,  through  social  media  and  eCRM  programmes.      It  facilitates  the  two-­‐way  rela<onship….      
  13. 13. Copyright  Tom  Woodnu1  Ltd.    Mutuality requiresrecognition                                Animals  more  likely  to  reciprocate  when  be1er  at  recognising  others    (Tooby,  1992)      Male  baboon  is  more  likely  to  help  another  unrelated  baboon  if  they  once  helped  them  in  a  fight    (Trivers,  1985)        This  can  be  related  to  how  vital  it  is  for  brands  to  inspire  people  to  opt-­‐in  to  cookies,  register  and  to  share  their  data.    Then  they  can  recognise  them  on  their  return  and  nurture  the  rela<onship.          
  14. 14. Copyright  Tom  Woodnu1  Ltd.    Mutualistic systems workout better for people…FC  Barcelona  has  the  cheapest  adult  season  <cket  (£75  vs  Arsenal  £1500)  1      Giff  Gaff  the  mobile  operator  (run  by  its  members)  enjoy  91%  customer  sa<sfac<on2    John  Lewis  partnership  gave  its  80,000  staff  bonuses  worth  17%  of  salaries3    …And  had  15%  increase  in  profits  despite  the  recessionTelegraph  online:  ‘Staff  at  the  heart  of  the  John  Lewis  success  story’  4                SOURCE:    (1)  ‘Barça:    Fan  Ownership  and  the  future  of  football’  –  Dave  Boyle  (2)  Lithium:    Giff  Gaff  Case  Study  (3)  Sky  News:  ‘John  Lewis  Profits  and  Bonuses  Rise  strongly’  7/3/13  (4)  Telegraph  online:  ‘Staff  at  the  heart  of  the  John  Lewis  success  story’  
  15. 15. Copyright  Tom  Woodnu1  Ltd.    Mutuality makes successfulsocial media campaigns    Converse  gave  up  and  coming  ar<sts  recording  <me  and  exposure  to  their  fans  on  facebook.      By  crea<ng  value  for  customers  (through  new  music)  and  value  for  musicians  (through  distribu<on)  they  earned  22m  likes  on  Facebook.      Haagen  dasz  got  ½  a  million  tweets  by  giving  $1  for  each  hashtag  #savethe  bees.      They  tapped  into  the  broader  social  context  of  their  brand  and  people  rewarded  them  for  doing  so.        
  16. 16. Copyright  Tom  Woodnu1  Ltd.    The feeling is mutual….    Mutuality  works…..      To  find  out  about  progressive  ways  to  make  brand  strategy  more  mutualis<c.  .  .      ….please  get  in  touch.    @tomwoodnu1  www.feelingmutual.com          

×