A presentation given at DEEPSPACE, 23 September 2008 by Dion Hughes of Persuasion Arts & Sciences

1. Manners for the
Modern Brand.
Beta 0.001
deepspace
23 Sep 2008
Dion Hughes
Persuasion
Arts & Sciences
flickr image by akaporn

2. “Are most
of the people
I know
glad that
I am here?”
Munro Leaf, 1946
First of all, why?

3. Advertisers once got away with being obnoxious.
Click to be taken to an example from my youth.

4. “We appear uninvited into
a strangers home.
At least we can be nice.”
British Ad Guru (?)
Any attempt at considerate behavior has been personal,
rather than driven by business reality. flickr image by hugi

5. “360˚ Branding”
1992 - ?
Brand Manners will become imperative when you see what’s
happening to the brand communications model. flickr image by fernando

6. The brand (and its 360˚ interpretation) used to be the interface.
But our access to information means it’s more often a facade.

7. Brands live in small towns now.
There’s no hiding. And people will talk.
flickr image by cmaccubbin

8. “Only liars need to be consistent.”
John Grant
“Brand Innovation Manifesto” argues for embracing complexity.
flickr image by alan_light

9. (360˚ x n) + Time + Interaction
=
Our Glorious Mess
The new brand is as messy as a real life human being.
flickr image by G N R

10. A brand has to be the life of the
party. It has to work the room.
That takes manners, humanity,
deportment and wit.
flickr image by eyespive

11. And now for some manners.
Examples, additions,
deletions, all welcome.

12. Be honest.
Admit your inevitable imperfections. Set expectations. Be real.
flickr image by toei

13. Bring gifts.
Be of value. Either in what you do for people, or the
entertainment you provide. flickr image by jillclardy

14. Don’t gossip.
You have my data. Don’t sell it, share it, or lose it.
flickr image by ricoslounge

15. Don’t brag.
The only person it does anything for is you. And these days,
there are sooo many ways to fact check. flickr image by ndrwfgg

16. Do good.
In social circles, those who are active in charitable works
seem to have more friends. flickr image by missgongandtheflickers

17. Fight nicely.
Political advertising doesn’t. Mac V PC does.
flickr image by philippeleroyer

18. Apologize quickly.
Example: the gift certificates Apple gave iPhone early adopters.
flickr image by andrea_fregnani

19. Do what you say you’ll do.
JetBlue = Happy Jetting.
Except when they’re charging $7 for a pillow. flickr image by luzbonita

20. Dress right.
Aesthetics matter.
flickr image by revjim

21. And wallflowers, beware.
You can try sitting it out, like Hasbro did. But then just hope a
Scrabulous doesn’t happen to you. flickr image by mtmont

22. Muffy and I
thank you.
persuasionism.blogspot.com
flickr image by akaporn