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A basic framework for thinking about brands -- I created this presentation as an introduction to the thinking and social brand strategy offerings my company (9teen9d) provides clients.
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P.E.O.P.L.E.Introducing a basic framework for thinking about brands
by Ross Popoff-Walkerwww.annoyingdesign.org/blog
Brands are like
living things.
Brandshavevalue and
meaningto people.
Companies create their brand’s equity and value from the ground up.
And keep tight control of their brand.
But online… people don’t trust websites from big brands.
81% percentof consumers say they do not
trust branded websites.
Source: Forrester Research’s NACTAS Q2 2006 Survey
But we do trust each
other.
71% of people say they trust
the opinion of family, friends and colleagues as a source of information on products
and services.
Source: Forrester Research
Companies need to listen to what individual voices are saying.
And tap into the
conversations that are
already happening about
their brands.
Brands like Scionget this.
They embrace it by connecting
their web properties to
user communities.
But many big brands still need to let go.
(please, let go)
Because people all over
are creating substitutions for what these brands are not providing.
Here’s a real example…
Meet Melvin “Melz” HowardMelz is 17 born
and raised in NYC.He’s a senior in high
school, has a girlfriend, lives with his mom,
works at Quiznos for $6,000 /yr...
Melz love’s his Nikes
•Every week Melz and his friends do “New Sneaker Wednesday”
•They hang out and show off their new Nikes•But there’s no conversation between Melz and the Nike brand
What if Nike helped Melz organize their “New Sneaker Wednesdays”…
… and for just a day, instead of
promotingKobe or LeBron…
… what if Nike enabled Melz to spread his love of the Nike brand to the world…
NEW SNEAKER
WEDNESDAY- Melz, 17, NYC
People are social beings.
It is our nature to congregate around things we believe in. Things we value. Things like
brands.
Successful brands
of tomorrow will
act as a platfor
mfor our social
nature.
As a sounding board for our voices.
P.E.O.P.L.E.By structuring brands to interact with consumers like real human beings,
like people,brands can enable
consumers to share and communicate.
P.E.O.P.L.E.•Participate in conversations, rather than just
being a subject of them
P.E.O.P.L.E.•Participate•Embrace and accept how other people
interact with your brand – never try to censor consumers.
COURIC: And, Mr. Manager, you know, these--these ID shoes are advertised as being about quote, "Freedom to choose and freedom to express who you are." By censoring what can be written on the shoes, aren't you res-restricting someone's individual freedom?
Mr. MANAGER: Well, not at all. Again, I think that there are always limitations, to certain degree, of speech. Obviously, again, here's a copy of the shoe itself, and this is where the ID would go. We have no obligation to put on a shoe information that we would consider to be derogatory or defamatory to our company and our product.
COURIC: Mm-hmm.
P.E.O.P.L.E.•Participate•Embrace•Open-Up your company’s processes and
become a transparent organization
P.E.O.P.L.E.•Participate•Embrace•Open-Up your company’s processes and
become a transparent organization
P.E.O.P.L.E.•Participate•Embrace•Open-Up •Become a platform for consumers to
communicate with each other, and to express themselves
P.E.O.P.L.E.•Participate•Embrace•Open-Up •Platform•Listen closely to what consumers are saying
about your brand
P.E.O.P.L.E.•Participate•Embrace•Open-Up •Platform•Listen•Empower consumers to become advocates,
rather than just fans
P.E.O.P.L.E.•Participate•Embrace•Open-Up •Platform•Listen•Empower
Thank YouWant to learn more? Drop me a line…
Ross Popoff-Walker
blog: annoyingdesign.org/blog/LinkedIn: linkedin.com/in/rosspwTwitter: twitter.com/rosspwemail: [email protected]
Ross Popoff-WalkerInteractive UX + Youth Design Analyst