Your source of insights for a successful digital transformation.

Make Your Messaging More Interactive by Adding a Human

After debuting on the App Store with the successful digital customer experience App back in 2012: Il Palazzo, Prada returns to the digital scene at the crossroads between art and society with a film at Venice International Film Festival, and associated App, in collaboration with performance artist Miranda July.

Topics: Digital Customer Experience Gamification Branded Games Society Future Neosperience Apps Innovation Neosperience Facebook Archetypes Retail Storytelling Content Marketing Fashion Luxury and Beauty

Why Your True Why Is So Important, Backed By Science

Why some leaders and companies succeeded and others do not?

Inspirational leaders identify a purpose and follow it. The actions they take and what they make is secondary to achieving their mission.

Topics: Digital Customer Experience Human Capital Management Society Future Neosperience Neuromarketing Branding Archetypes Storytelling Content Marketing

The Secret Of Making A Ruler Brand Like Mercedes

Whether you’re selling a soft drink or a politician, what your brand means to people will be as important as its function — if not more so — because it is meaning that tells us “This one feels right” or “This one’s for me”.

Among the archetypes studied so far, the Ruler represents queens, kings, CEO’s, presidents or even capable career mothers. Margaret Thatcher, Winston Churchill, any Supreme Court Justice or anyone with power can be considered the Ruler.

Topics: Digital Customer Experience Society Neosperience Automotive Branding Archetypes Storytelling

4 Essential Qualities Of The Caregiver That'll Change Your Mind

Experts once considered archetypal meaning in marketing to be quaint and interesting. Today defining your brand’s archetypal symbolism is a prerequisite.

The Caregiver brand archetype has a heightened awareness of human vulnerability, is less focused on concern for him- or herself and is more preoccupied with alleviating other people’s problems. He anticipates people’s needs, seeing what will make them feel secure, safe, and nurtured.

Topics: Digital Customer Experience Neosperience Branding Archetypes Retail Storytelling

Let The Jester Tease Your Digital Customer Experience

The Jester archetype includes the clown, the trickster, and anyone at all who loves to play or cut up. In politics Jesters are essentially anarchistic, as illustrated by Emma Goldman, the famous anarchist, who said, “If I can’t dance, I don’t want to be part of your revolution.”

His/her desire: to live in the moment with full enjoyment, to have a great time and lighten up the world.

Topics: Digital Customer Experience Gamification Neosperience Neuromarketing Branding Archetypes Storytelling

The Lover Voice Within

Whatever brand archetype your company chooses, all its efforts have to support that brand’s message and deliver a digital customer experience consistently.

Brands, with their deeper iconic value, were valuable because of the intangible meanings they offered. In this environment, companies that confuse their brand identity, such as Levi’s or Nike, find that distorting their archetypal images resulted in decreasing sales and profits.

Continuing the analysis performed so far, the Lover brand and digital customer experience archetype governs all forms of human love. Symbols of this archetype — whose key message is: “You are the only one” — include Sophia Loren, Clark Gable, Elizabeth Taylor, chocolates, Haagen Dazs and romance novels.

Topics: Digital Customer Experience Society Neosperience Automotive Branding Archetypes Storytelling

Master Storytelling To Make Your Digital Customer Experience Stand Out

Long before we started talking about digital customer experience, actually long before the first formal business was established, before the first deal was made, the single most powerful sentence in any language was, “Let me tell you a story.”

Throughout human history, storytelling has been used to communicate the most sacred truths of the collective human experience.

Storytelling is the oldest and most effective form of communication. People tell stories to justify war, inspire passion, ignite romance and, to marketers’ purpose, to change the course of businesses’ history.

Topics: Digital Customer Experience Society Future Neosperience Analytics Branding Archetypes Storytelling Inbound Marketing

How The Regular Guy/Girl Brand Archetype Once Saved The World

The Regular Guy/Girl brand archetype celebrates our virtues of being ordinary. Companies that identify with this positioning include MetLife, Ikea and VISA. It represents the a good identity for brands whose goal is to give people a sense of belonging, showing as the good old guy/girl, the everyman, the person next door.

This archetype might be a good fit for your brand and digital customer experience if your company has a homey appeal and your product helps people feel that they belong, is in daily use and is priced moderately to inexpensively.

Topics: Digital Customer Experience Society Branding Archetypes

How The Magician Archetype Can Create Your Digital Customer Experience

Archetypes are the strange attractors of consciousness. You attract customers when your message is congruent with a brand and digital customer experience archetype that is either dominant or emerging in their consciousness.

Among these, the Magician believes in understanding the rules and using them to accomplish specific goals. He has traditionally been the shaman and is at the forefront of great scientific changes. Star Wars’ Yoda, but also Mary Poppins, well represent this archetype.

Topics: Digital Customer Experience Society Neosperience Branding Archetypes

Why The Outlaw Brand Archetype Is More Sexy Than The Regular Guy?

Linking your brand identity and digital customer experience to an archetype has helped properly shape the message of companies in the for-profit and non-profit sectors, delivering tangible benefits using this intangible concept.

Following up with the analysis performed so far, we find three transformative archetypes that represent change, using their energies to transform or destroy rigid and archaic structures: the Hero, the Outlaw and the Magician.

Topics: Digital Customer Experience Society Branding Archetypes