everybody is a creator! · archetypal branding ninjamarketing.it “call the world if you please...
TRANSCRIPT
Everybody is a Creator!Don’t forget it
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Do It YourselfPunk, Hip Hop, Hackers
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Just do itBrands empowering people
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TechnologySocial Media, Mobile Connection
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DIY+
Just do it+
Technology=
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Big Bang!
“This Revolution
will be Tweeted”
"Never mind the years of activism, the protests, the decades of cumulated grievances, the terrible
economic situation, the trampled political freedoms, the police brutality, the torture, etc.
Nah - we just watched a Vodafone ad, and thought: 'Hey! We're powerful! Let's topple the president!'"
(Mohamed El-Dahshan)
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What can we learn from this?
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People have the creative
power!
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!ninjamarketing.it
The Creative Class
44 millions of adults in 199550 millions in 1999
80 millions in 2008 (USA)
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The Creative Class
in only 13 years reached 35%
of american population
with +175% growth
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What about marketing?
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What about brand building in the future?
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Re-think the Value
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Use Value
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Symbolic Value
Linking Value
Cultural Value
Is there a deeper value?
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Spiritual Value
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Holon of Value
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Nike Plus
Holon of Value
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Where the Hell is Alex Bogusky?
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Common
Holon of Value
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Spiritual marketing will be the future of
branding?
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Brands are religions
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Martin Lindstrom - Brandwashed
Martin Lindstrom - Brandwashed
Martin Lindstrom - Brandwashed
“Meaning is the new value proposition
of marketing”
(P. Kotler)
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How to design contagious ideas?
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Logos
UTILITY
Ethos
EDUCATION
Pathos
ENTERTAINMENT
Meaning
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Value is not only utility or entertainment
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Meaningful!
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Logos
Utility
Ethos
Ethic
Pathos
Emotions
Mythos
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Emotions
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Kelly School of Business - Indiana
Paul Ekman ninjamarketing.it
Kelly School of Business - Indiana
Robert Plutchik ninjamarketing.it
“ Viral is social sharing of emotions”
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Which emotions are more viral ?
joyanger
sadnessfear
surprise
Kelly School of Business - Indiana
Kelly School of Business - Indiana ninjamarketing.it
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Management of meaning
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Technology of soul
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Archetypes
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«Archetypes are activators of Emotions that call us to make a
journey».
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Archetypes + Branding
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Archetypal Branding
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“Call the world if you please the vale of soul-making.”
(John Keats)
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Brand Positioning VS
Soul MakingDon’t look for a positioning but for your meaning in society
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Brand is a “Soul Maker”
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Where the Hell is Matt?
Why is this a contagious idea?
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Simple, Unespected, Concrete, Credible and
Emotional ...
Chip Heath, Dan Heath Made to Stick
What more?
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You are Creators, Create!
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www.c-r-e-a-t-e.itfacebook.com/Createideacontagiosa
thanks to: gianluca lisi, credits video: stefano scagliarini, letizia blini, valentina robatto