0/ Brand as a #ThirdSpace by Habib Ullah Khan
While my poor friend was teaching the class, I was taking notes.
Notes from the Brand as a Third Space lecture with @Huk06 today at @HabibUniversity
#startups #founders #branding #marketing #ThirdSpace
While my poor friend was teaching the class, I was taking notes.
Notes from the Brand as a Third Space lecture with @Huk06 today at @HabibUniversity
#startups #founders #branding #marketing #ThirdSpace
1/ The spaces in our lives
1st Space. Home. Where we live, eat, share and sleep.
2nd Space. Work. Where we go work and earn a living.
3rd Space. Coffee shops. Stadiums. Gaming Consoles. Gyms. Trails.
Places where we go to be ourselves or find ourselves.
1st Space. Home. Where we live, eat, share and sleep.
2nd Space. Work. Where we go work and earn a living.
3rd Space. Coffee shops. Stadiums. Gaming Consoles. Gyms. Trails.
Places where we go to be ourselves or find ourselves.
2/ The difference between spaces
The first two spaces are associated with society's expectations - imposed stereotypes and societal models
The third space is associated with aspiration and dreams
The third space is about choice.
The first two spaces are associated with society's expectations - imposed stereotypes and societal models
The third space is associated with aspiration and dreams
The third space is about choice.
3/ The space between us
Third spaces become important when social change is common, where conservatism is waning and disruption is on the cards.
Less common when role models are entrenched
The sacred cows that hold in the first two spaces, do not hold in the third space.
Third spaces become important when social change is common, where conservatism is waning and disruption is on the cards.
Less common when role models are entrenched
The sacred cows that hold in the first two spaces, do not hold in the third space.
4/ What in the world has this got to do with #branding?
What is the holy grail in marketing, advertising and communication?
Reach the right customer with the right content at the right time.
If you can get this done, you are done.
What is the holy grail in marketing, advertising and communication?
Reach the right customer with the right content at the right time.
If you can get this done, you are done.
5/ The right customers are relatively easy
You can get to the right customers through personas, data analytics and prior history.
But how do you get to the right time? And the right content?
You can get to the right customers through personas, data analytics and prior history.
But how do you get to the right time? And the right content?
6/ How do you get to the right content and the right time?
Get to them when your customers are in their third space.
Where they are most receptive, most open, most likely to try out new experiences.
Or even better.
Be your #customers #ThirdSpace
Get to them when your customers are in their third space.
Where they are most receptive, most open, most likely to try out new experiences.
Or even better.
Be your #customers #ThirdSpace
7/ How does a brand become a third space?
Help the customer be what they want to be when they want to be?
Be part of the journey, be a guide, be a fellow traveler on that journey
Help the customer be what they want to be when they want to be?
Be part of the journey, be a guide, be a fellow traveler on that journey
8/ Moments of truth
Customer moments of truth
Zero moment - Discovers your brand
First moment - See your product for the first time
Second moment - Multiple interactions with the brand
Third moment - Becomes a customer
Ultimate moment - Customer becomes an evangelist
Customer moments of truth
Zero moment - Discovers your brand
First moment - See your product for the first time
Second moment - Multiple interactions with the brand
Third moment - Becomes a customer
Ultimate moment - Customer becomes an evangelist
9/ The big test of customer intimacy
Do you know what your customers are passionate about?
If you know your customers in their third space, you have already beaten the competition
You already know them better than their siblings and their families
Do you know what your customers are passionate about?
If you know your customers in their third space, you have already beaten the competition
You already know them better than their siblings and their families
10/ Why do we play #console games?
Games are a great example of #ThirdSpace
Games are a virtual #ThirdSpace
Available at a moments notice. Walk in, walk out at your convenience
Ready character arcs that allow you to create a custom journey based on your mood
Games are a great example of #ThirdSpace
Games are a virtual #ThirdSpace
Available at a moments notice. Walk in, walk out at your convenience
Ready character arcs that allow you to create a custom journey based on your mood
11/ Your personal favorites. Examples of #ThirdSpace brands?
Brands that made it possible for you to be the person you wanted to be?
#ThirdSpace #brands don't sell an image.
They sell solutions, character arcs, real paths to self improvement
Engage and feel better instantly
Brands that made it possible for you to be the person you wanted to be?
#ThirdSpace #brands don't sell an image.
They sell solutions, character arcs, real paths to self improvement
Engage and feel better instantly
12/ If you are a #startup a #founder or a #technology company get @Huk06 to come speak about the #ThirdSpace
I have now heard Habib deliver the lecture three times. I learn a new concept every time I hear him speak.
A big hat tip for teaching an old dog new tricks :)
I have now heard Habib deliver the lecture three times. I learn a new concept every time I hear him speak.
A big hat tip for teaching an old dog new tricks :)
13/ Brands as a third space.
A short summarized thread for #founders #startups #technology
@jehan_ara
@babushka99
@zaydenam
@faizansiddiqi
@kayzafar
@alinawab
@ishaheen10
@bilalgilani
@anzarkhaliq
@TalhaIzhar
A short summarized thread for #founders #startups #technology
@jehan_ara
@babushka99
@zaydenam
@faizansiddiqi
@kayzafar
@alinawab
@ishaheen10
@bilalgilani
@anzarkhaliq
@TalhaIzhar
@Huk06 please free to add the juicier and racier stuff that I intentionally left out to keep this conversation/thread strictly PG-13 :)