advertising week europe: participation brands & lifestyle hacks
DESCRIPTION
We were invited by Advertising Week to give a seminar on how to drive a Return on Involvement. A diverse panel made up of our CSO Sam Noble, along with Michelle Roberts from MINI UK, co-founder of The iris Nursery John Grant and expert on brands & behaviour Mark Earls discussed the role of 'Participation Brands & Lifestyle Hacking'. #ParticipationRulesTRANSCRIPT
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Confidential © 2014
participationrules
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In any given week less than 0.5% of facebook fans engage with the brand they are fans
of
ParticipationBrands ≠
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Confidential © 2014Confidential © 2014
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‘Push’ ‘Pull’brand behaviour
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Lifestyle‘Participation’
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Brands participating in the flow of and visibly enhancing people’s lifestyles
Lifestyle‘Participation’
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ParticipationBrands =1. MATERIAL QUALITYDistinctive, branded, visceral experiences & telling details at every encounter(Beyond ‘Bland’ Consistency)
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ParticipationBrands =2. HABITUALITYCreating new lifestylerituals or reframing them from other categories(Beyond Interaction)
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ParticipationBrands =3. Practical magicMagical ease and control,turning pain-points intolittle moments of pleasure and delightful discoveries(Beyond Tech as Fad)
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Participationbrands =4. TRIBAL IDENTITYMeaningful signs of belonging and affiliation with groups of others in plural social identities(Beyond Brand Image)
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5. social currencyTap into social capitalsand implicit consensus (how things are done these days) by designing for the space and moments between(Beyond WOM)
Participationbrands =
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1. MATERIAL QUALITYDistinctive, branded, visceral experiences & telling details at every encounter(Beyond ‘Bland’ Consistency)
2. HABITUALITYCreating new lifestylerituals or reframing them from other categories(Beyond Interaction)
3. Practical magicMagical ease and control,turning pain-points into
little moments of pleasure and delightful discoveries
(Beyond Tech as Fad)
4. TRIBAL IDENTITYMeaningful signs of
belonging and affiliation with groups of others
in plural social identities(Beyond Brand Image)
‘Lifestyle Hacking’
5. social currencyTap into social capitals
and implicit consensus (how things are done these days) by designing for the space
and moments between(Beyond WOM)
♯participationrules
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TURNING MINI INTO A PARTICIPATION BRAND
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‘DEALER’ OR ‘RETAILER’?MATERIAL QUALITY.
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MAGIC MOMENTS.PRACTICAL MAGIC.
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SURFING AND MAKING CULTURAL WAVES. SOCIAL CURRENCY.
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BAKING MORE PARTICIPATION IN.HABITUALITY.
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CREATING A PARTICIPATION ‘HALO’.TRIBAL IDENTITY.
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=
BRAND BUILDINGIN THE SPACE BETWEEN
@HERDMEISTER
APRIL 2014
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SAY WHAT YOU SEE...
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THE BIG INSIGHTABOUT BEHAVIOR
BETWEEN ‘KATSBETWEEN EARS
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JUST HOW COPYCAT?
COPYINGINDEPENDENT
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JUST HOW COPYCAT?
COPYINGINDEPENDENT
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JUST HOW COPYCAT?
COPYINGINDEPENDENT
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JUST HOW COPYCAT?
COPYINGINDEPENDENT
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JUST HOW COPYCAT?
COPYINGINDEPENDENT
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JUST HOW COPYCAT?
COPYINGINDEPENDENT
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JUST HOW COPYCAT?
COPYINGINDEPENDENT
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JUST HOW COPYCAT?
COPYINGINDEPENDENT
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Give people things to do...
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“ORIGINALITY IS FOR PEOPLE WITH SHORT MEMORIES”
GRAYSON PERRY
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Source: @gapingvoid
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Confidential © 2014
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04/02/1404/02/14LIFESTYLEHACKING FORINNOVATORS
DARE TO DEFYCATEGORY FORMATS
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ANTHROPOLOGISEYOUR PROCESS
LIFESTYLEHACKING FORINNOVATORS
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WHAT IS YOURTA-DA MOMENT?
LIFESTYLEHACKING FORINNOVATORS
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WHAT SCENE COULD BE
YOUR STAGE?
LIFESTYLEHACKING FORINNOVATORS
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WHAT’S YOURIMITABILITYQUOTIENT?
LIFESTYLEHACKING FORINNOVATORS
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