In this presentation made for the Societing Summer School (Cava de'Tirreni, Amalfi Coast 2011) I explain the role of emotions in new forms of collective action throught social media and my new definition of brand as a "soul maker".

1. “ Revolution is social sharing of emotions” From ethos to pathos Societing Summer School 2011

2. My Mentor Alberto Melucci (1943-2001) New Social Movements theory that attempts to explain the plethora of new movements that have come up in various western societies since the mid-1960s which are claimed to depart significantly from the conventional social movement paradigm

3. Can we consider brands as New Social Movements? ninjamarketing.it

4. Are brands actors of social change and innovation? ninjamarketing.it

6. New book! How to design a contagious idea (and make the world a better place) Out in winter!

7. ninjamarketing.it Virality = > Viral-DNA < X Seeding VIRALITY FORMULA

8. Why am I studying “ Viral-DNA”? ninjamarketing.it

9. Viral Expectation

10. Re-tweet is digital orgasm?

11. How to Design “ Viral-DNA” Of a Contagious Idea? ninjamarketing.it

13. Can we consider brands as New Social Movements? ninjamarketing.it

15. Contagious Ideas!

16. Contagious Brands!

18. USE VALUE = product

19. SYMBOLIC VALUE = brand

20. LINK VALUE = community

21. What is the brand with the highest link value in the world? ninjamarketing.it

22. LINK VALUE = community

23. SOCIAL VALUE = culture

24. Is there a deeper value? ninjamarketing.it

25. SPIRITUAL VALUE

26. SPIRITUAL VALUE is in the Soul

27. Use + symbolic + link value: Nike Plus

28. Where the hell is Alex Bogusky?

29. Social/Spiritual: Common

30. Kotler dixit

31. My definition of Virality “ Viral is social sharing of emotions”

32. Paul Ekman

33. Robert Plutchik

35. we could say that… “ Social Media Revolution is social sharing of emotions”

37. catartic emotions

40. Emotions (transpersonal) Tribes (microsocial) VS.

41. Pathos Ethos VS.

42. # Hashtags Values VS.

43. Spiritual Brands say “World will be a better place if…”

44. + intercultural

45. + ecologic

46. + connected

47. + natural

48. + creative

49. &quot;Call the world if you please 'The vale of soul-making.’ (John Keat)

50. My New definition of Brand BRAND IS A “ SOUL MAKER”

52. And will help to imagine and create a New Mediterranean full of new shared Energy

53. new shared Myths

54. new shared Values

55. Thank you! Mirko Pallera Strategic & Creative Director Mail: mirko@ninjamarketing.it Twitter: @ninjamarketing