Designing brand experiences

Experience matters.

Adam Kleinberg CEO

[email protected]

twitter.com/adamkleinberg

linkedin.com/in/adamkleinberg

415.962.5823

2

2009 • 2010 • 2011TOP INTERACTIVE AGENCY

What is business intelligence?

Logical

Sequential

Rational

Analytical

Objective

Looks at parts

Random

Intuitive

Holistic

Synthesizing

Subjective

Looks at wholes

ROI

ECONOMICSUPER-PRESSURE

DIGITALEMPOWERMENT

+

Scott Bedbury, former CMO of Nike and Starbucks

50% of the things we should be doing for our

brands are NOT predictably quantifiable.

““

Brands are becoming commodities.

Perception

Persuasion

Motivation

Desire

COSTPER CLICK

COSTPER LEAD

COSTPER CONVERSION

COSTPER SALE

COSTPER THOUSAND

COSTPER ACQUISITION

COSTPER ACTION

COSTPER IMPRESSION

COSTPER TIME

Optimization?

The world has changed.

83% of purchase decision influenced by WOM

Breaking through?

Shiny Object Syndrome

Not the solution.

6

Discover (Disrupt)

Delight (Value)

Share (Facilitate)

Brand AdvocacyBrand Messages

Convert (Engage)

Whirlpool BT planning model

It’s the brand experience that matters.

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What is a brand experience?

What we sell.

How we sell it.

How we communicate.

The sound of our voice.

How we engage.

How we create interest.

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

415-962-5800 www.tractionco.com

PleasureMotive

The need for enjoyment

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415-962-5800 www.tractionco.com

Moral Motive

The need to do something good

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415-962-5800 www.tractionco.com

SocialMotive

The need for influence and recognition

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415-962-5800 www.tractionco.com

TribalMotive

The need to help your community

29

415-962-5800 www.tractionco.com

Economic Motive

The need to do something good

30

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28#2 design for distributed consumption

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#3 get your return on awesome

will be the brands that win.

The brands that takes risks...

Thanks.

Adam Kleinberg CEO

[email protected]

twitter.com/adamkleinberg

linkedin.com/in/adamkleinberg

415.962.5823

WRITETHISDOWN!!