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If you're building a brand today consider the intimacy you desire with your customers and their network. In this presentation, I suggest brand intimacy along a continuum and the objective for marketers is to find a brand's sweet spot by defining four core attributes: commitment, passion, empathy and vanity.
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CONSTANCE DECHERNEY@constance_d
This presentation debuted at TECHONOMY DETROIT 2014
ON INTIMACY
INTIMACY IS…COMMITMENTPASSIONEMPATHYVANITY
BRANDS EXIST ALONG AN INTIMACY CONTINUUM
NEUTRAL INTIMATE
ALONG THIS CONTINUUM, WE CAN PLOT EVERY BRAND THAT’S EVER EXISTED. THE OBJECTIVE IS TO FIND YOUR BRAND’S SWEET SPOT - THE PLACE WHERE YOUR CUSTOMERS FEEL INTENSELY CONNECTED AND A DESIRE TO CARRY YOUR BRAND AS A BADGE OF HONOR.
INTIMATECOMMITMENTPASSIONEMPATHYVANITY
SWEET SPOT
NEUTRAL
INTIMATE
SHIN
OLA
AMAZON
NEUTRAL
AMER
ICAN A
PPAREL
TARGET
L.L. B
EAN
LIFESTYLE BRANDS
INTIMATE
AMER
ICAN A
PPAREL
TARGET
L.L. B
EAN
SHIN
OLA
AMAZON
NEUTRAL COMMITMENT to craftsmanship
PASSION for America
EMPATHY with form & function
VANITY defined by scarcity
INTIMATENEUTRAL
TRANSPORTATION
VIRGIN
AIR
LINES
NEW YORK
MTA
AMTR
AK
UBERZIP
CAR
INTIMATENEUTRAL COMMITMENT to service
PASSION for time
EMPATHY with ease
VANITY defined by status
VIRGIN
AIR
LINES
NEW YORK
MTA
AMTR
AK
UBERZIP
CAR
What’s more intimate than hearing a human heartbeat? Perhaps seeing it.
So what? Consider this the new brief.
WHAT’S YOUR INTIMACY?
COMMITMENT to
PASSION for
EMPATHY of
VANITY defined by
____________________?
____________________?
____________________?
____________________?
To continue the conversation on building brand intimacy, be in touch.
[email protected]@constance_dwww.linkedin.com/in/constancedecherney