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Your brand is a commodity. 1 follow me @adamkleinberg hashtag #tractioncsv
Your brand is a commodity.
1
follow me @adamkleinberg
hashtag #tractioncsv
2
3
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
415.962.5823
Writethis down!!!
