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CONSTANCE DECHERNEY @constance_d [email protected]

Brand Intimacy by Constance DeCherney

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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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Page 1: Brand Intimacy by Constance DeCherney

CONSTANCE DECHERNEY@constance_d

[email protected]

Page 2: Brand Intimacy by Constance DeCherney

This presentation debuted at TECHONOMY DETROIT 2014

Page 3: Brand Intimacy by Constance DeCherney

ON INTIMACY

Page 4: Brand Intimacy by Constance DeCherney
Page 5: Brand Intimacy by Constance DeCherney

INTIMACY IS…COMMITMENTPASSIONEMPATHYVANITY

Page 6: Brand Intimacy by Constance DeCherney

BRANDS EXIST ALONG AN INTIMACY CONTINUUM

Page 7: Brand Intimacy by Constance DeCherney

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.

Page 8: Brand Intimacy by Constance DeCherney

INTIMATECOMMITMENTPASSIONEMPATHYVANITY

SWEET SPOT

NEUTRAL

Page 9: Brand Intimacy by Constance DeCherney

INTIMATE

SHIN

OLA

AMAZON

NEUTRAL

AMER

ICAN A

PPAREL

TARGET

L.L. B

EAN

LIFESTYLE BRANDS

Page 10: Brand Intimacy by Constance DeCherney

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

Page 11: Brand Intimacy by Constance DeCherney

INTIMATENEUTRAL

TRANSPORTATION

VIRGIN

AIR

LINES

NEW YORK

MTA

AMTR

AK

UBERZIP

CAR

Page 12: Brand Intimacy by Constance DeCherney

INTIMATENEUTRAL COMMITMENT to service

PASSION for time

EMPATHY with ease

VANITY defined by status

VIRGIN

AIR

LINES

NEW YORK

MTA

AMTR

AK

UBERZIP

CAR

Page 13: Brand Intimacy by Constance DeCherney

What’s more intimate than hearing a human heartbeat? Perhaps seeing it.

Page 14: Brand Intimacy by Constance DeCherney

So what? Consider this the new brief.

WHAT’S YOUR INTIMACY?

COMMITMENT to

PASSION for

EMPATHY of

VANITY defined by

____________________?

____________________?

____________________?

____________________?

Page 15: Brand Intimacy by Constance DeCherney

To continue the conversation on building brand intimacy, be in touch.

[email protected]@constance_dwww.linkedin.com/in/constancedecherney