This is an expanded version of the presentation given at the #Brandconf on 12/1/2010 in NYC

1. Humanizing your brand starts with
your employees…
or…
Is Your Brand Powered By People?
Francois Gossieaux
@fgossieaux

2. in the beginning…
your brand was
controlled by
ads (=YOU)

3. Then we found we could get
our information from our
tribes…
…based on Reciprocity and
Fairness

4. So we no longer had to listen to
companies (=YOU)

5. ..and instead could rely on friends and
colleagues…people who want to help us and
warn us…

7. Of course…

8. So how do you
regain some control
of your brand??

9. 1) Fix the great divide between marketing
& customer support – your brand is only
as good as your last transaction…

11. …and get a seat at those tables where
recommendations are being made

12. Find your internal and
external tribes and let
them help one another

13. 3) Establish trust as the
new business
currency…how else can
you expect customers to
trust you?

14. 4) Ditch the rule-book,
replace it by values, and
live your values!

15. “To the extent that we can be
‘human’ we will be fostering a
deeper level of trust with
consumers”
– Barry Judge, CMO Best Buy

16. http://www.facebook.com/hypersocialorg
Francois Gossieaux
@fgossieaux
w. http://www.human1.com
e. francois@human1.com
b. http://www.emergencemarketing.com
c. http://www.marketingtwo.com