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Esomar 2007 From Mythmaker To Gardener - Hall And Partners

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Principles for building participatory brands

Business
1 of 30
from mythmaker to gardener: Understanding the World of Participatory Brands
 
[object Object],“ design your own” “ submit a commercial” “ decide the ending” “ vote by text” “ submit product ideas and win” “ opt-in” “ become an advocate” “ join the discussion” “ star in our commercial”
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[object Object],[object Object],DOING ON BEHALF OF AN IDEA … ,[object Object],[object Object],rational benefits emotional benefits ,[object Object],[object Object],[object Object],[object Object]
MYTHMAKER brand Make and repeat monologues Encourage and value dialogues Seek interactions, not conversations Strategy Blend of strategy and tactics Tactics Customers Partners Players Impress for action Inspire for action Incentivize for action GAME SHOW HOST brand GARDENER brand FOCUS DESIRE COMMS APPROACH
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[object Object],[object Object],[object Object],[object Object],“ Brand First, participation will follow.”
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Esomar 2007 From Mythmaker To Gardener - Hall And Partners

  • 1. from mythmaker to gardener: Understanding the World of Participatory Brands
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  • 14. MYTHMAKER brand Make and repeat monologues Encourage and value dialogues Seek interactions, not conversations Strategy Blend of strategy and tactics Tactics Customers Partners Players Impress for action Inspire for action Incentivize for action GAME SHOW HOST brand GARDENER brand FOCUS DESIRE COMMS APPROACH
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Editor's Notes

  1. ANITA (slides 1-5) Thank you. The focus of our paper is ‘Participation’ – understanding how and why people participate in any cause or activity in today’s world. But particularly why they participate with brands. We’d like to start with a short film. You may have seen it before but we think it nicely kicks off our story.