This document discusses how business and human behavior intersect, specifically in the areas of relationships, psychology, and brand advocacy. It explores how understanding human archetypes and harnessing emotion can help build true brand advocacy. The presentation references topics like the importance of brands, the basics of brand resonance, and challenges to consider when linking business strategies to human behavior.

1. 1
exaqueo™
a work forc e c on sulta n c y
©exaqueo™ 2013
Where Business Meets Behavior:
Relationships, Psychology and Brand Advocacy
#InfluenceHR
Susan LaMotte, founder | @SusanLaMotte

2. 2
Where business meets behavior.

3. 3
today’s conversation
the person behind the sell
back to school
relationships and marketing
harnessing emotion
©exaqueo™ 2013

4. 4
©exaqueo™ 2013
the person behind the sell

5. 5
©exaqueo™ 2013
process. process. process.
Source: Forrester

6. 6
©exaqueo™ 2013
process. process. process.
Source: Forrester
A CHRO’s legacy
isn’t borne out of
an ATS implementation
“
”

7. 7
©exaqueo™ 2013
process. process. process.PLATFORM
APPEAL
STRATEGY FIT

8. 8
©exaqueo™ 2013
process. process. process.
Source: Forrester

9. 9
©exaqueo™ 2013
back to school

10. 10
©exaqueo™ 2013
archetypes

11. 11
©exaqueo™ 2013
archetypes

12. 12
©exaqueo™ 2013
archetypes :: persona
The Everyman
Motto: All men and women are created equal
Greatest fear: to be left out or to stand out from the crowd
Strategy: develop ordinary solid virtues, be down to earth
Weakness: losing self in an effort to blend in or for superficial relationships
Talent: realism, empathy, lack of pretense
The Explorer
Motto: Don't fence me in
Biggest fear: getting trapped, conformity, and inner emptiness
Strategy: journey, seeking out and experiencing new things, escape
from boredom
Weakness: aimless wandering, becoming a misfit
Talent: autonomy, ambition, being true to one's soul

13. 13
©exaqueo™ 2013
archetypes :: persona
The Creator
Motto: If you can imagine it, it can be done
Greatest fear: mediocre vision or execution
Strategy: develop artistic control and skill
Task: to create culture, express own vision
Weakness: perfectionism, bad solutions
Talent: creativity and imagination.
The Ruler
Motto: Power isn't everything, it's the only thing.
Strategy: exercise power
Greatest fear: chaos, being overthrown
Weakness: being authoritarian, unable to delegate
Talent: responsibility, leadership

14. 14
©exaqueo™ 2013
relationships & marketing

15. 15#
©exaqueo™ 2013
do brands even matter?

16. 16
©exaqueo™ 2013
do brands even matter?
Beer Brand Visible
Beer Brand NOT Visible
Source: L. Percy, Strategic Brand Management

17. 17
©exaqueo™ 2013
the basics
Resonance
Performance
Imagery
Judgment
Feeling
Salience

18. 18
©exaqueo™ 2013
action + reality

19. 19
challenges to consider
©exaqueo™ 2013
#

20. 20
challenges to consider
©exaqueo™ 2013
#

21. 21
©exaqueo™ 2013
harnessing emotion

22. 22
©exaqueo™ 2013
the knock at the door

23. 23
©exaqueo™ 2013
mystique

24. 24
©exaqueo™ 2013
True Advocacy
Resonance + Persona

25. 25
©exaqueo™ 2013
the doctor is in

26. 26
©exaqueo™ 2013
#

27. 27
exaqueo™
a work forc e c on sulta n c y
©exaqueo™ 2013
Questions?
@SusanLaMotte | Susan@exaqueo.com
Susan LaMotte, founder