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10 May The 5 TED Talks You Need to Better Understand Brand Humanization

What do business owners, their staff, and their customers have in common????

They are all human!

So why is it so difficult to understand brand humanization?

Humanizing your brand is no longer an option online – and now is the time to leverage personality with your connections. 

#1. The Technology of Storytelling

Joe Sabia

technology of storytelling joe sabia

In this talk, Sabia takes you through a talk on Lothar Meggendorfer, a 19th century illustrator and writer who was the Godfather of the first pop-up book – an element of visual storytelling that is built off a pre-existing tale.

Stories have always been told but Sabia points out to his audience – using a fun and savvy way of punctuating his talk – which the visual sophistication of how stories are told dramatically changed with technology, and continue to do so.

Takeaway:

To quote Sabia, “the art of storytelling has remained unchanged and for the most part the story is recycled, but the way humans tell stories have always evolved, with pure consistently novelty.”

 

#2. Reconnect: Putting the social back in social media

Christian Heilmann

putting the social back in social media

When did social media become so anti-social?

Christian arrives at the idea that social media is taking over our lives – we are constantly looking down –as the internet goes on to connect us but not really reconnect us.

Social media is the next evolution of avoiding communication yet we became ‘Makers’ – but more often than not –  we are ignoring the ones in front of us, sometimes we are even rude in that we are texting or tweeting others while talking or socializing with another in person.

Simple – the needs of the many outweigh the needs of the few, or the one.

We believe the world follows us because we are awesome – or our cat video hasn’t been seen by the latter. We are in love with that.  We tend to reflect online life is the enhanced versions of ourselves.

Takeaway:

Make sure that your online version is a true reflection of your offline version and not a projection of what you could be if there weren’t so many life impediments to overcome.

 

#3. 3 ways to (usefully) lose control of your brand

Tim Leberecht

ways to usefully lose control of your brand

The days of controlling our reputation online have passed.  As Leberecht puts it, what happens in Vegas ends up on YouTube.

Hyper-connectivity and transparency allows brands to be in the room and be a part of the free-form communication they constantly face. Now, they have more control over the loss of control than ever before – now, they can design it.

Brands are utterly exposed to serendipity – which should make brands more humble, more vulnerable and more human.

Tim offers 3 ways your brand can spin constant free-form information while it’s happening.

Takeaway:

As a marketer, we are never really all the way in control but we have more control over the loss of control than ever before thanks to hyper-connectivity with the drive to recommit the brand’s values.

 

#4. Adventures in Twitter fiction

Andrew Fitzgerald

adventures in twitter fiction andrew fitzgerald

In this TED Talk, Fitzgerald explores new ways to use the platform for storytelling, and rather than thinking about the social network as another platform to connect, what if you begin to use the channel for inspiration or distribution?

Fitzgerald touches on several well-known short stories tweeted line by line, including Jennifer Egan’s “Black Box” – a New Yorker fiction account, or the parody of @MayerEmanual as the fictional handle parodied real-life events of the Chicago mayoral election but with a sci-fi twist.

Nonfiction real-time storytelling allows audiences to see ways in which people are telling stories with nonfiction content, but can be built into new types of fictional storytelling.

Takeaway:

To quote Fitzgerald, “Blurring the lines between fact and fiction, the real world and the digital world, flexible identify, anonymity, these are all tools that we have accessible to us…. And they are just building blocks…. the bits that we use to create the structures, the frames, which become our settlements on this wide open frontier for creative experimentation.”

 

#5.  What Consumers Want

Joseph Pine

what consumers want joseph pine

Though this TED Talk is much older than the rest, Joseph Pine’s idea about how we have shifted to an experiential economy still rings very true today, especially when trying to understand brand humanization.

Pine believes that we have shifted this way due to mass customization in both service and commodities. Simply – experiences are becoming the predominant economic offering.

Moreover, Pine explains that being authentic is tough … well … because being authentic isn’t even actually a thing, yet authenticity has become the new consumer sensibility, he says.

Takeaway:

Pine measures authenticity in three rules: “One, don’t say you’re authentic unless you really are authentic. Two, it is easier to be authentic if you don’t say you’re authentic. And three, if you say you’re authentic, you better be authentic.”