designing brand experiences
Post on 20-Aug-2015
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Experience matters.
Adam Kleinberg CEO
adam@tractionco.com
twitter.com/adamkleinberg
linkedin.com/in/adamkleinberg
415.962.5823
What is business intelligence?
Logical
Sequential
Rational
Analytical
Objective
Looks at parts
Random
Intuitive
Holistic
Synthesizing
Subjective
Looks at wholes
Scott Bedbury, former CMO of Nike and Starbucks
50% of the things we should be doing for our
brands are NOT predictably quantifiable.
““
COSTPER CLICK
COSTPER LEAD
COSTPER CONVERSION
COSTPER SALE
COSTPER THOUSAND
COSTPER ACQUISITION
COSTPER ACTION
COSTPER IMPRESSION
COSTPER TIME
6
Discover (Disrupt)
Delight (Value)
Share (Facilitate)
Brand AdvocacyBrand Messages
Convert (Engage)
Whirlpool BT planning model
It’s the brand experience that matters.
25
Economic MotiveMoral Motive
Pleasure
Tribal MotiveSocial Motive
#1 use currencies to create value
Thanks.
Adam Kleinberg CEO
adam@tractionco.com
twitter.com/adamkleinberg
linkedin.com/in/adamkleinberg
415.962.5823
WRITETHISDOWN!!
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