Your brand is a commodity.

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follow me @adamkleinberg

hashtag #tractioncsv

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Psychology + Technology

Ideas that Work

ROI

ECONOMICSUPER-PRESSURE

DIGITALEMPOWERMENT

+

COSTPER CLICK

COSTPER LEAD

COSTPER CONVERSION

COSTPER SALE

COSTPER THOUSAND

COSTPER ACQUISITION

COSTPER ACTION

COSTPER IMPRESSION

COSTPER TIME

Brands are becoming commodities.

business intelligence?

Rational

Analytical

Looks at parts

Intuitive

Subjective

Looks at wholes

Optimization?

Perception

Persuasion

Motivation

Desire

Scott Bedbury, former CMO of Nike and Starbucks

50% of the things we should be doing for our

brands are NOT predictably quantifiable.

““

83% of purchase decisions

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Awareness

Interest

Consideration

Purchase

Loyalty

The Marketing Funnel

An incomplete model.

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ConsumerBrand

Discover > Disrupt

Delight > Value

Share > Facilitate

Convert > Engage

Whirlpool planning model

It’s the brand experience that matters.

What is the brand experience?

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What we sell.

How we sell it.

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(even if your name’s not Apple.)

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How we look.

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How we sound.

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How we are relevant.

How we create interest.

Across every channel.

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How we engage.

How we create value.

Pathway to possibilities

Three steps to designing effective brand experiences

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Economic MotiveMoral Motive

Pleasure

Tribal MotiveSocial Motive

#1 use currencies to create value

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#2 design for distributed consumption

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#3 get your return on awesome

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will be the brands that win.

The brands that takes risks...

Thanks.

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tractionco.com/blog

linkedin.com/in/adamkleinberg

twitter.com/adamkleinberg

adam@tractionco.com

415.962.5823

Writethis down!!!