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'. #ParticipationRules

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participationrules

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In any given week less than
0.5% of facebook fans engage
with the brand they are fans
of
Participation
Brands ≠

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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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Participation
Brands =
1. MATERIAL QUALITY
Distinctive, branded,
visceral experiences &
telling details
at every encounter
(Beyond ‘Bland’
Consistency)

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Participation
Brands =
2. HABITUALITY
Creating new lifestyle
rituals or reframing
them from other
categories
(Beyond Interaction)

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Participation
Brands =
3. Practical magic
Magical ease and control,
turning pain-points into
little moments of pleasure
and delightful discoveries
(Beyond Tech as Fad)

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Participation
brands =
4. TRIBAL IDENTITY
Meaningful signs of
belonging and affiliation
with groups of others in
plural social identities
(Beyond Brand Image)

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5. social currency
Tap into social capitals
and implicit consensus
(how things are done
these days)
by designing for the space
and moments between
(Beyond WOM)
Participation
brands =

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1. MATERIAL QUALITY
Distinctive, branded, visceral
experiences & telling details
at every encounter
(Beyond ‘Bland’ Consistency)
2. HABITUALITY
Creating new lifestyle
rituals or reframing
them from other
categories
(Beyond Interaction)
3. Practical magic
Magical ease and control,
turning pain-points into
little moments of pleasure
and delightful discoveries
(Beyond Tech as Fad)
4. TRIBAL IDENTITY
Meaningful signs of
belonging and affiliation with
groups of others
in plural social identities
(Beyond Brand Image)
‘Lifestyle
Hacking’
5. social currency
Tap into social capitals
and implicit consensus (how
things are done these days)
by designing for the space
and moments between
(Beyond WOM)
♯participationrules

13. TURNING MINI INTO A PARTICIPATION BRAND

14. ‘DEALER’ OR ‘RETAILER’?
MATERIAL QUALITY.

15. MAGIC MOMENTS.
PRACTICAL MAGIC.

16. SURFING AND MAKING CULTURAL WAVES.
SOCIAL CURRENCY.

17. BAKING MORE PARTICIPATION IN.
HABITUALITY.

18. CREATING A PARTICIPATION ‘HALO’.
TRIBAL IDENTITY.

27. =
BRAND BUILDING
IN THE SPACE BETWEEN
@HERDMEISTER
APRIL 2014

28. SAY WHAT YOU SEE...

29. THE BIG INSIGHT
ABOUT BEHAVIOR
BETWEEN ‘KATSBETWEEN EARS

33. JUST HOW COPYCAT?
COPYINGINDEPENDENT

34. JUST HOW COPYCAT?
COPYINGINDEPENDENT

35. JUST HOW COPYCAT?
COPYINGINDEPENDENT

36. JUST HOW COPYCAT?
COPYINGINDEPENDENT

37. JUST HOW COPYCAT?
COPYINGINDEPENDENT

38. JUST HOW COPYCAT?
COPYINGINDEPENDENT

39. JUST HOW COPYCAT?
COPYINGINDEPENDENT

40. JUST HOW COPYCAT?
COPYINGINDEPENDENT

44. Give people things to do...

49. “ORIGINALITY IS
FOR PEOPLE
WITH SHORT
MEMORIES”
GRAYSON PERRY

50. Source: @gapingvoid

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LIFESTYLE
HACKING FOR
INNOVATORS
DARE TO DEFY
CATEGORY
FORMATS

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ANTHROPOLOGISE
YOUR PROCESS
LIFESTYLE
HACKING FOR
INNOVATORS

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WHAT IS YOUR
TA-DA MOMENT?
LIFESTYLE
HACKING FOR
INNOVATORS

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WHAT SCENE
COULD BE
YOUR STAGE?
LIFESTYLE
HACKING FOR
INNOVATORS

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WHAT’S YOUR
IMITABILITY
QUOTIENT?
LIFESTYLE
HACKING FOR
INNOVATORS

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