K community model

2. Thanks to Bob Hoffman for inspiration
The Trust equation belongs to David H. Maister, Charles H. Green, Robert M. Gladorf
Santa Eulàlia, 5-9, 1o 3a | 08012 Barcelona - Spain
Tel. +34 934 512 460 | www.kardumen.com

3. Trendsetter
Fans
Loyalty
High
Value
Consumers
Fragile
Brand
Consumers
value
No consumers Relevant Opinion
asceta, Other Leader
angry Undecided
or unable
Fragile
High other
Value brands
Other Consumer consumers
brands other
Fans brands

4. HIGH VALUE CUSTOMER, we keep giving reasons.
The High Value Customer is the Heavy Users/ High Yield customer. In our experience, in
almost every category, the 30% of customers are responsible for over 70% of the sales.
This is a consumer that knows very well the category and has wide experience. We don’t
think conventional advertising with an oversimplified message will have a minimum effect on
him.
High The primary goal is to change behavior, not attitudes, that’s too ambitious and inefficient.
Value Product advertising, this is what we believe we have to create for them. Something
Consumers unknown, specific and good. A good, solid reason to do something different, to give a
try.
Therefore, it is about meaningful product differentiation, innovations, new product benefits,
a good deal, a compelling offer, a service enhancement, or evidence of emotional
enrichment.
The creative message is aimed exclusively at them. We design this idea with the
most personalized medium at the core of our thinking, so both are one.
One single message, well crafted, can provide the changing in behavior we are looking for,
but be ready to work on a battery of them. It is also about depth, frequency and repetition.
We identify the high value customers using a variety of methods like business acumen,
exploratory research, digital buzz tools and analytics.
10.We identify the HIGH VALUE CUSTOMER through client knowledge + research + digital buzz tools + analytics.
11.Define the different sizeable profiles existing
12.Build personalized creative message to get a trial per profile with the most personalized medium at the core of our thinking.
13.Seed the message.

5. OPINION LEADERS, we create conversation-worthy
communications for MAVENS, SALESMEN & CONNECTORS
The Opinion leader is that maven, that knowledgeable, the one that craves for information
that everyone else respects.
For the Opinion Leader, the primary goal is to create conversation-worthy
Opinion communications. We have to create for them interactive stories of discovery from the
Leader product. Sometimes provocative, irreverent, funny, outrageous, but always of discovery.
There is also a especial way to act with them in the media, thinking editorially,
reacting in real time, engaging in reciprocal conversations and distributing
generous amount of both mass and niche content.

6. FANS, values and more values.
The fans are that 10% of stubborn brand loyalists. The brand is almost an ideology
for them. And for us the primary goal is buttressing identity. Our advertising should
allow the brand to perform a myth that addresses an acute contradiction in society.
Then, we personalize the brand’s myth to fit individual biography and create ritual
Fans actions to experience the myth when using product. This is what fans want.
Of course we need to reinforce pride and help them show off their feeling of belonging.

7. TRENDSETTERS, mystery, intimacy and sensuality.
Trendsetters are the first spark that starts the fire. They are the first ones to use the
product. They give its initial visibility and they inspire the rest on its usage and style.
They are cool, sophisticated and able to decode complex messages. Most of the time
they are well formed and informed and with high purchase power. They love new things.
We know how to get their attention. The communication should be mysterious, should be
Trendsetter intimate and sensual. This is how Kevin Roberts, from Saatchi & Saatchi, describes
great communication.
The recipe of mystery in short: tell big stories; combine the past, the present and the
future; awake your dreams; leverage on your myths and icons; inspire the trendsetters.
The need for sensuality is clear to get to these trendsetters: they are the fast lane to
reach the human emotions.
Intimacy or being emotionally close to someone has 3 dimensions:
Empathy, to understand and respond to others people emotions.
Commitment, that proofs we are engaged in a long term relationship.
Passion: the lightening spark that maintains the relationship alive.

8. RELEVANT OTHER, visualazing selfishness and
emotional messages.
Yes, yes, we´ve been talking about very influencing people that people trust to take
their decision, who have the authority and expertise to make us take decisions. But
we all have experienced that not all decisions we take follow only the right technical
Relevant advise. We sometimes don´t maximize our own desires but try to optimize a broader
Other scenario. We take some decisions because they make us happy as well to those who
are important to us, even when we know it´s not our best personal ego choice. But
we care and love others too. What our relevant other, whether she is our wife,
husband, girlfriend, boyfriend, best friend, boss, brother, sister, kid, mam or pa, has
to say on a topic matters. Sometimes it´ s easy to maximize all family happiness.
So, for the RELEVANT OTHER; we craft a communication that talks to their personal
benefits derived from the decider choice. What they are going to take from all these,
and we drive their influence towards our clients offer. Paradoxically, it is a message
based on selfishness and emotions towards the relevant other, so the decision taker
could think about her happiness too.

9. UNDECIDED, values or rationals-utilities?
Have you ever heard that elections are win or lost based on the undecided?. This
Undecided is well known by all campaign managers in the world. What they do to win the
elections is, first, to reinforce and activate their base and then to create a new
perception among the undecided. They do not try to persuade the bases of the
opponent.
The undecided belongs to that 10% or 20% that want to acquire the product or use the
service but have not yet taken a decision on which brand proposal they will take. He is
kind of a searcher, looking for the right information to take the decision.
Here there are 2 hypothesis: we could follow some authors, like George Lakoff, the guru
working for the democrat party in the USA, who defend that those undecided are
precisely undecided because they share some democrat values on some issues and
some republicans in others. Therefore what has to be done is to communicate on the
values and make the undecided understand the superiority of relevance of those
democrat values that they share over the ones they share with the republicans.
The second hypothesis is the one that defends a rational or pragmatic decision based on
issues/ utility and on what are the specific benefits for this undecided voter.
So, when to use one approach or the other? We recommend to use the “values”
approach in high involvement categories or identity categories, like fashion, alcohol,
cigarettes, cars,… and work the “rational” approach when dealing with more functional
categories.

10. FRAGILE BRAND CUSTOMER, lifestyle, values &
reassurance.
Fragile
Brand
Consumers The FRAGILE BRAND CONSUMER is our customer. Yes she buys our products one in a
while, but she is an inexperienced customer, her frequency of purchase is low and
sometimes buys from the competitors depending on the deal. She is not very much into the
category and she takes her purchase decisions based on more irrational and emotional
benefits.
There are 2 kind of advertising, the one based on the product and the one based on the
potential consumer. The latter is based on lifestyle, it talks about the people, their lifestyle
and how the brand is going to fit on it. It is also more superficial but it does its job as these
consumers are more involved on themselves than in the product or service category. It can
be more relevant to them as it talks about them. The people are the heroes.
This is what is called the peripheral route (versus the central route to persuasion).
While doing this it is important to open the product possibilities in terms of consumption
moments and different usages.
Unexpected reassurances of having made a good deal are important and progressively the
conversation has to introduce in a relevant way the values of the brand.
The objective is to mutate them into high value customers.

11. FRAGILE OTHER BRANDS CUSTOMERS, lifestyle
and opportunity.
This is a similar case to the fragile brand customer. The profile is very similar but this
segment tends to prefer other brands products or services.
Again lifestyle or branding advertising is more effective when including opportunistic offers
Fragile and deals.
other In terms of persuasion we talk here more
brands about a peripheral route (relies not on reason
consumers
per se, but on packaging – attractiveness
of the message or the medium, use of evocative symbols, use of an attractive or credible
source, and so forth) than central one (intense engagement and argumentation), as the
consumer shows “low elaboration”, a situation in which the individual looks for cognitive
shortcuts – cues or connections that allow processing of incoming information without much
conscious effort.

12. HIGH VALUE CUSTOMER OTHER BRANDS, we give
a reason to try.
This is the big white shark. The biggest opportunity for a brand when the strategy is based
on Market Share more than growth (new customers or increase of frequency and volume
for current customers).
The High Value Customer is the Heavy Users/ High Yield customer. In our experience, in
almost every category, the 30% of customers are responsible for over 70% of the sales.
High
This is a consumer that knows very well the category and has wide experience. We don’t
Value think conventional advertising with an oversimplified message will have a minimum effect on
Consumer him.
other
The primary goal is to change behavior, not attitudes, that’s too ambitious and inefficient.
brands
Product advertising, this is what we believe we have to create for them. Something
unknown, specific and good. A good, solid reason to do something different, to give a
try.
Therefore, it is about meaningful product differentiation, innovations, new product benefits,
a good deal, a compelling offer, a service enhancement, or evidence of emotional
enrichment.
The creative message is aimed exclusively at them. We design this idea with the
most personalized medium at the core of our thinking, so both are one.
One single message, well crafted, can provide the changing in behavior we are looking for,
but be ready to work on a battery of them. It is also about depth, frequency and repetition.
We identify the high value customers using a variety of methods like business acumen,
exploratory research, digital buzz tools and analytics.
11.We identify the HIGH VALUE CUSTOMER through client knowledge + research + digital buzz tools + analytics.
12.Define the different sizeable profiles existing
13.Build personalized creative message to get a trial per profile with the most personalized medium at the core of our thinking.
14.Seed the message.

13. OTHER BRANDS FANS, cognitive dissonance
approach or innovation.
This is a tough one!
These guys seem to be stuck to what other brands dictate. They love them and embrace
their values and beliefs.
Other They experience what is called selective attention which means they are only open to
brands expose themselves to that information which is consistent with their attitudes, perceptions
Fans and beliefs. Any other communication that may produce any cognitive dissonance is
rejected. Dissonance is a condition in which 2 or more cognitive elements, attitudes,
beliefs, perceptions, are out of balance. The key to changing an existing behavior is, first,
to induce dissonance, which has the effect of rendering the individual more susceptible to
persuasion, then second, providing mechanisms to reduce the newly induced dissonance
in ways that advance the interests of our campaign.
Other than that, innovation, in the terms of new brand ideas and new offers, should be the
focus.

14. NO CONSUMER, innovation, convenience and
simpathy for the ASCETA, UNABLE & ANGRY,
The NO CONSUMER are simply those that do not participate in the category. They don´t
consume our products neither ours competitors. However, their reasons for the no
consumption could be different.
The ASCETA is that one that has not a real need that could be solved with our current
No consumers product. It is when we come back to the brand and we look for the next big idea that will do
asceta, the job (brand innovation) . They are ideas that talk to these new targets or present the
angry product in a totally new and transforming way.
or unable While in the process, we discover new consumers needs unmatched or improperly done.
This is when our capabilities on product or service innovation come to place (future category
design).
We conceive the new brand idea, we transform it into a new product or service, real or
digital, and then we communicate it.
The UNABLE is that one which finds very difficult to take the benefits of our product or even
to get to it. The focus should be put on how to solve these barriers. To have a look on
maximizing their CONVENIENCE.
Finally, the ANGRY are like the Angry Birds, they are angry. For them your remedy is
SIMPATHY (feeling alike).

16. MUTATIONS
How can an undecided become a fragile
brand consumer and keep evolving until he
turns into a fan?
Could a brand establish a model that allow
this migration?
Well, we just talked about the
communication approach effective for each
character, and this is the beginning: are we
addressing each specific character in the Fans
right way? When we are consistently doing
right we can start to work on the next
transitional stage to locate her in her next
level. High
Again communication and marketing Value
techniques are used to implement this
mutation process. They include the Consumers
accurate implementation of our TRUST
equation.
The ultimate objective is to move our
Fragile
customer base through a line of bigger Brand
loyalty and higher value.
Consumers
This is our MUTATIONS MODEL.
Undecided

17. INFLUENTIALS
In the age of
hyper connectivity
the importance of
Influencers is
even bigger and High
deserves a
unique treatment. Value
If you wan to
create a Consumers
contagious
message you
better rely on a
proven method.
A viral hit is too
difficult and
unlikely.
We have a
process for the Trendsetter Fans
tipping point:
3.We identify the
INFLUENTIALS Undecided Fragile
through client
knowledge + research Brand
+ digital buzz tools +
analytics. Consumers
4.Define the different
sizeable profiles
existing, opinion leader,
fan, trendsetter, high
value customer, Fragile
relevant other, and
prioritize them. other
5.Build conversation- brands
worthy communications
and actions to activate consumers
influence.
6.Seed the messages
and the actions.
Opinion Relevant
Leader Other

18. TRUST equation
Talking about a community
we talk about TRUST.
Trust that should be built,
maintained and nurtured to
make it grow.
Trendsetter
We have been working Relevant
with the TRUST equation Other
since years now and
always showed its efficacy No consumers
to our purpose. The
equation displays 4 asceta, High
variables of trust, with their
own meaning, role and
angry Fragile Value
timing. We added our or unable Undecided Brand Consumers
kardumen on it discovering
the right variable to be Consumers
worked on each character
and how they move across
them all. It is significant to credibility + reliability + intimacy
highlight that, once more,
the extremes get very TRUST =
close!
Credibility: do I believe
Self orientation Fans
what the brand says?
Reliability: Does the brand
delivers what she
promises?
Intimacy: Is the brand close Opinion
to me emotionally? Leader Fragile
Self Orientation: Will the
brand put her own interests other
before mines? brands High Other
consumers Value brands
Consumer Fans
other
brands

19. PROMOSTORIES
INNOVATION STORY
We talk about a transmedia DIGITAL ADD-ON
experience across the offer itself,
the point of sale and the digital PROMO MECHANIC
world. We work on an LICENSE/
editorialization of the commerce
and of the ecommerce. COBRANDING
We define a PROMOSTORY as a
vivified sales story of a new Undecided
limited edition offer, with a digital
value or incentive, an interactive
miss en scene in the point of
sales and amplified with digital
buzz.
To whom are we talking especially?
The promostories are conceived to
appeal the HIGH VALUE High High
CUSTOMERS, THE HIGH VALUE Value Value
CUSTOMERS of OTHER BRANDS.
Giving a reason is a process that Consumer Consumers
needs a especial reason to be other
communicated, the limited offer,
and a story so we can make our brands
point to those consumers which
have a vast experience on the
DIGITAL DIGITAL
category and are not going to be
persuaded by an oversimplified and BUZZ POINT OF
superficial message.
As there is content, interesting
SALE
content, which builds the story
wakes the OPINION LEADERS up
too.
It is also a proper tool when talking
Opinion No consumers
to UNDECIDED on low involvement Leader asceta.
or functional categories.
And finally, if the limited offer is well
done it will have its chance with the
NON CONSUMERS.