1000heads: Brand anthropomorphism
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Brand anthropomorphism Media 140 Oxford: 19 th May 2010
description
Molly's presentation for media140 Oxford, May 2010, about what it really means to be a 'human' brand in a consumer led world.
Transcript of 1000heads: Brand anthropomorphism
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
