Brand Intimacy by Constance DeCherney
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Transcript of Brand Intimacy by Constance DeCherney
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This presentation debuted at TECHONOMY DETROIT 2014
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ON INTIMACY
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INTIMACY IS…COMMITMENTPASSIONEMPATHYVANITY
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BRANDS EXIST ALONG AN INTIMACY CONTINUUM
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NEUTRAL INTIMATE
ALONG THIS CONTINUUM, WE CAN PLOT EVERY BRAND THAT’S EVER EXISTED. THE OBJECTIVE IS TO FIND YOUR BRAND’S SWEET SPOT - THE PLACE WHERE YOUR CUSTOMERS FEEL INTENSELY CONNECTED AND A DESIRE TO CARRY YOUR BRAND AS A BADGE OF HONOR.
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INTIMATECOMMITMENTPASSIONEMPATHYVANITY
SWEET SPOT
NEUTRAL
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INTIMATE
SHIN
OLA
AMAZON
NEUTRAL
AMER
ICAN A
PPAREL
TARGET
L.L. B
EAN
LIFESTYLE BRANDS
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INTIMATE
AMER
ICAN A
PPAREL
TARGET
L.L. B
EAN
SHIN
OLA
AMAZON
NEUTRAL COMMITMENT to craftsmanship
PASSION for America
EMPATHY with form & function
VANITY defined by scarcity
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INTIMATENEUTRAL
TRANSPORTATION
VIRGIN
AIR
LINES
NEW YORK
MTA
AMTR
AK
UBERZIP
CAR
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INTIMATENEUTRAL COMMITMENT to service
PASSION for time
EMPATHY with ease
VANITY defined by status
VIRGIN
AIR
LINES
NEW YORK
MTA
AMTR
AK
UBERZIP
CAR
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What’s more intimate than hearing a human heartbeat? Perhaps seeing it.
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So what? Consider this the new brief.
WHAT’S YOUR INTIMACY?
COMMITMENT to
PASSION for
EMPATHY of
VANITY defined by
____________________?
____________________?
____________________?
____________________?
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To continue the conversation on building brand intimacy, be in touch.
[email protected]@constance_dwww.linkedin.com/in/constancedecherney