The Passion Conversation: Brand Manage Camp
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HELLO.
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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
