Designing brand experiences

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    20-Aug-2015

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  1. 1. Experience matters.Adam Kleinberg CEOadam@tractionco.comtwitter.com/adamkleinberglinkedin.com/in/adamkleinberg415.962.5823
  2. 2. 2009 2010 2011TOP INTERACTIVE AGENCY 2
  3. 3. What is business intelligence? Logical Random SequentialIntuitiveRationalHolisticAnalytical SynthesizingObjective SubjectiveLooks at wholesLooks at parts
  4. 4. DIGITAL EMPOWERMENT ROI +ECONOMICSUPER-PRESSURE
  5. 5. 50% of the things we should be doing for our brands are NOT predictably quantifiable. Scott Bedbury, former CMO of Nike and Starbucks
  6. 6. Brands are becoming commodities.
  7. 7. PerceptionPersuasionMotivationDesire
  8. 8. COST COST COSTPER THOUSANDPER ACTION PER CLICKCOSTPER IMPRESSIONCOSTCOST PER CONVERSIONER LEADCOST COSTPER TIME PER SALECOST
  9. 9. Optimization?
  10. 10. The world has changed.
  11. 11. 83% of purchase decision influenced by WOM
  12. 12. Breaking through?
  13. 13. Shiny Object SyndromeNot the solution.
  14. 14. Whirlpool BT planning modelIts the brand experience that matters. Delight (Value) Convert (Engage)Share (Facilitate) Brand Messages Brand AdvocacyDiscover (Disrupt) 6
  15. 15. What is a brand experience?16
  16. 16. What we sell.
  17. 17. How we sell it.
  18. 18. How we communicate.
  19. 19. The sound of our voice.
  20. 20. How we engage.
  21. 21. How we create interest.
  22. 22. How we create value.
  23. 23. Pathway to possibilitiesThree steps to designing effective brand experiences
  24. 24. #1 use currencies to create value Moral Motive Economic Motive Pleasure Social Motive Tribal Motive25
  25. 25. Pleasure MotiveThe need for enjoyment26415-962-5800 www.tractionco.com
  26. 26. Moral Motive The need to dosomething good27415-962-5800 www.tractionco.com
  27. 27. SocialMotive The need forinuence andrecognition 28 415-962-5800 www.tractionco.com
  28. 28. Tribal MotiveThe need to helpyour community29415-962-5800 www.tractionco.com
  29. 29. EconomicMotive The need to dosomething good30415-962-5800 www.tractionco.com
  30. 30. #2 design for distributed consumption 28
  31. 31. #3 get your return on awesome32
  32. 32. The brands that takes risks... will be the brands that win.
  33. 33. Thanks.WRITEAdam Kleinberg CEO THIS adam@tractionco.com twitter.com/adamkleinberg linkedin.com/in/adamkleinbergDOWN!! 415.962.5823