Brand anthropomorphismMedia 140 Oxford: 19th May 2010

 

Mmm… the new business

 

Anthropomorphism

n. Attribution of human motivation, characteristics, or behavior to inanimate objects, animals, or natural phenomena.

 

Brand anthropomorphism

 

Dilemma oneSelf-perception v reality

 

Me with friendsMe with friends

 

What is it about our friends that makes them our friends?

 

Because they’re good?

 

Because they’re funny?

 

Because they try to save the world?

 

Why we relate to our friendsAge, attraction, appearance,

compassion, honesty, humour,

support, loyalty, fun, generosity,

forgiveness, stability, shared

interests, compatibility, location,

history, vulnerability, fierceness,

wisdom

 

Why brands think we relate to them

They’re great, their products are

great, their services are great, or if

they’re not great at least they

provide great value, their customer

service is great, and we should all be

grateful

 

In the age of consumer engagement it is not the brand which defines its essence, its identity and its personality; its you

and I

s

 

Dilemma twoSelective sociability

 

Me at work

 

Me with friendsMe with friends

 

Me with friendsMe at home

 

We are social…

 

…sometimes

 

Social media stars

 

Dilemma threeAuthenticity

 

The lady doth protest…

s

 

The Authenticity Paradox

“Individuals long for authenticity, but struggle with how to gain it.

Businesses long to fulfil that needby selling authenticity, but cannot really provide it.

Yet consumers do perceive many inherently inauthentic offerings – as they do countries, cities, places, and

nature – as undeniably authentic; so enterprises must learn the discipline of rendering their offerings as real”

‘Authenticity: What consumers really want’ – James Gilmore & Joseph Pine

 

Translation

It’s all about them, not you.

 

A bit of therapyMan up

 

Get some feedback

• Self examination• Individuality• Complexity• Change

s

 

Authenticity audit

• What are our roots?• What sort of person are we?• Are we true to what we say we are?• How can we be more natural, original,

exceptional, referential or influential?

s

 

3) Tailored vs scattergunFocus on them, not you

 

This isn’t about social media

Cust Service PR/Comms Retail POS AdvertisingEmployees

Product/service

Outdoor Sponsorship Digital DM and Email

Billing

Behaviours

Social interfaces

Emotional response

Word of Mouth

Advocacy Detraction

 

http://thebrandbuilder.wordpress.com/2010/02/15/beware-the-social-media-one-trick-pony-hiring-an-sm-director-part-2/

It’s about everyone

 

Learn from what humans do

Thanks Get in touch

Molly FlattWOM Evangelist

@1000heads@mollyflatt+ 447788746642molly.flatt@1000heads.com