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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.

Business Technologie

3
today’s conversation

the person behind the sell

back to school

relationships and marketing

harnessing emotion

©exaqueo™ 2013

4
©exaqueo™ 2013
the person behind the sell

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

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

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

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

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©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
©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
©exaqueo™ 2013
relationships & marketing

15#
©exaqueo™ 2013
do brands even matter?

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

19
challenges to consider
©exaqueo™ 2013
#

20
challenges to consider
©exaqueo™ 2013
#

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©exaqueo™ 2013
True Advocacy
Resonance + Persona

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

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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

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

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

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

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

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