The Passion Conversation: Brand Manage Camp

Post on 13-May-2015

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The new world of marketing is about relationships. Unfortunately, many marketers don’t seem to know exactly what that means. For too long we have been trained to keep our customers at arms length, regarding them as a demographic, lines on a chart, pieces of a pie. The new world of marketing is much more personal. It’s not about technology platforms or social media doodads—it’s about real relationships with real people. And real people are driven by passion. Passion explains why people talk, share, and connect. Understanding passion provides actionable insights for how to foster the conversations real people have about our brands and businesses and it provides the key to forging relationships with customers and consumers. Read More In this session, Robbin Phillips will bridge our knowing-doing gap by connecting the dots between the WHAT, the WHY, and the HOW that make meaningful brand relationships happen. Through case studies and practical tools, she will explain and demonstrate the three passion buckets that fuel relationships: Functional (seeking information to guide decisions) Social (seeking to impress others and express uniqueness) Emotional (seeking love and meaning) Understanding these three passion drivers will allow us to better generate passion conversations – ultimately leading to the most fertile environment for building relationships.

Transcript of The Passion Conversation: Brand Manage Camp

HELLO.

I WAS BORN WITHOUT A NAME.

ROBBIN

ROBBINROBBIN

GRANDMAMY SWEET

IT’S NOT ABOUT THE PRODUCT CONVERSATION, IT’S ABOUT...

IF YOU DON’T LIKE PEOPLE

GET OUT OF MARKETINGPERIOD.

LET’S GET

GEEKY

*Source: Renana Peres, Ron Shachar, Mitchell Lovett

LOVETHE BEST BRANDS,

are the ones that never let us forget

the MOSTthe brands we

PEOPLEhow it feels to be GOOD

LOVE STORIES

23 MILLIONneed treatment for addiction*

*SOURCE: SAMHSA

3 MILLIONactually seek it.*

*SOURCE: SAMHSA

REFRAMINGthe conversation

ADDICTIONto...

from talking about

RECOVERY...talking about

BOXjourney

409stories sharedon the web to date.

WEBSITEGROWTH

OFFLINE.

of WORD OF MOUTHHAPPENS...

6kand events sponsored

SONSHINE

ROB MORRIS

UH.OHWE HAVE

A PROBLEM

TWO CHILDREN EVERY MINUTE

STORYtell us your

FILL IN THE BLANKI AM...

OFFLINE.

of WORD OF MOUTHHAPPENS...

POWERFULRESULTS

4Xmore donations since changing their name.

20,000Love 146twibbons

394Task Forces

1oooffline eventsin the last six months.

500k+hits per month.

250user submittedvideos in thelast year.

250

250user submittedvideos in thelast year.

250user submittedvideos in thelast year.

250user submittedvideos in thelast year.

250

250

250

Q&A.@robbinphillips

MORE ONE

USEOUR FANS

LEVERAGEOUR ADVOCATES

YOU LOVE THEM

You can become famous for the people who love you. For the way