The

BETTER
Creative Model
How to create unique experiential marketing ideas
 Brand archetype is a

BETTER’s Model universally familiar

character that

Goals
transcends time,
place, culture,
gender and age.

1. Bring brand personality to life

2. Create ideas that are experiential
in nature
3. Dazzle your target audience
4. Include multi-sensory
expression of the brand
5. Drive organic word of mouth
6. Generate content that creates
• Emotional connection
• Story telling abilities
BETTER
Creative model
Combines both right and left brain
thinking.
• Generates experiential marketing
ideas for real-world, interactive
live brands experiences
• Is a building model
• Incorporates conceptual
development, social story telling,
weaving a brand narrative with
high reach content, & Am I sage
incorporates anticipation, enough to
participation, and reflection combine
• Focused on brand-relevant, science and
audience-driven, two-way art?
participation between the brand
and its customers.
Better Model Goals

e the

ing?
1. Bring brand personality to life

nd sto cially
achiev

ry tell
2. Create ideas that are

pe
experiential in nature

Es
R mod how do I
s .
3. Dazzle your target audience

al
tion a
el’s go
4. Include multi-sensory

Jane,

onnec
expression of the brand

Brain
5. Drive organic word of mouth

onal c
BETTE
6. Generate content that creates

Super

emoti
• Emotional connection
• Story telling abilities
 He Bria
Better Model Goals thi morr n
qu s is a hage
1. Bring brand personality to life esti to ,
the ons ugh
2. Create ideas that are foc k ,
us ey is but
on to
experiential in nature t
com o- havi
w
w n
3. Dazzle your target audience via mun ay g
exp a live icati
4. Include multi-sensory eri
en bran n
o
c d
expression of the brand en drive e tha
ad gagem s t
5. Drive organic word of mouth vo
ma cacy ent,
6. Generate content that creates xim , an
rea izin d
• Emotional connection ch. g

• Story telling abilities

 No single sector is more
E R appropriate for experiential

TT
Y
A LIT
SO
N
IO
N marketing strategies. Key “Creativity is just connecting things. When you
E P

B B R N AL
AN D
E R

CO
N NE
C T
inspiration for successful
campaigns come from the
ask creative people how they did something,
C E they feel a little guilty because they didn’t really
EN Brand Personality.
T IO AU D I do it, they just saw something. It seemed
O T obvious to them after a while. That’s because
E M E
A RG AY they were able to connect experiences they’ve
T W N
O- ACTIO IAL had and synthesize new things.”
TW ER
EXPONENT
ELEMENTS
T
IN

H
C
V E
EA TI
R A
R E
C
 E T R
B T E Brand Personality
Brand Personality
• Brought to life by the experience
• Demonstrate features & benefits
• In alignment with other current marketing efforts and
public perception (IRL)
• Works to communicate complex values to create an
emotional appeal
• Connects with aspirational lifestyle of the target
market
• Enhances subliminal perception that aligning with brand
will help reach “inner fantasy world”
 What are some

E T R brand
characteristics of

B T E
ExDM?
Brand Personality
1. Identify human-like
characteristics of the brand
• Consider three brand Let’s practice
characteristics/attributes of your What are some characteristics of
brand. These are akin to human Harry Potter?
characteristics or personality.
• Ex: chatty, bouncy, happy,
sophisticated, smart, glamorous, brash,
innocent, direct Am I trying to give my
brand a personality and
• What personality combination do make it human?
you want your brand to have?
• Ex: Bath Soap- fragrant, natural, caring
OR exciting, bright, energetic
 E T R
B T E Brand Personality
2. Brand personality pillars
• Choose three brand characteristics
(pillars) you wish to combine and
bring to life
Let’s Practice
• Be authentic to your brand – what What are Harry Potter’s three
does your current marketing, personality pillars?
packaging, advertisement say
about your brand characteristics? Be clear on what your Brand
• What does your company’s Personality pillars represent
and how they relate to your
mission, vision, and tonality say T/M.
about your brand characteristics?
 E T R
B T E Brand Personality
3. Extend brand characteristics to
a brand personality Let’s Practice
• The core personality pillars What is Harry Potter’s brand
embedded and encoded in personality?
existing brand communication
should be decoded and extracted Brand Personality is how you
forming the Brand Personality. humanize your brand. It is how Is one set of combinations
• Is the brand personality your T/M will interact and identify
with your brand. It is the better for certain T/M than
humanized and something real foundation of the two-way
humans can identify with on a interaction of your story! others?
meaningful level?
 E T R
B T E Brand Personality
Brand personalities can be as
complex as human personalities.
They can have their own intricate
personalities and unique mix of
archetypal human-like brand pillars
for activating when expressing
themselves through interactive
I barely have a
brand experiences in real life.personality and now I
-Shirra Smilansky need to make a brand
personality!!
There are key questions to ask to see if
you have given your brand a
personality.
•what person do I know this brand reminds me
of? Do I like or dislike this person?
•does this brand represent the values and
lifestyle I aspire?
•is this brand enduring, honest, smart,
trustworthy
•is this brand sexy, do I want it be sexy?
•is this brand aspirational, adventurous, fun?
•is this brand sophisticated, comical, active, or
laid back?
 E T R
B T E Brand Personality
Elements to take Brand
Personality Public
1.Brand Identity
2.Tone of Voice
10 Brand Personality E What personality does • Language
xamples this brand have? Cre
ati
pe bran ng a
3. Characteristics
r
a m sona d
li
pro ulti-s ty is
ces tep
s.
 E T R
B T E Brand Personality

What personality does this brand have?

What personality does this brand have?

 E T R
B T E Brand Personality
Let’s Practice
1. What are some characteristics of your
car?
2. What of the three characteristics
create the strongest pillars that
authentically define your car’s
personality?
3. How does your car personality
different from the personality of your
spouse or roommate’s car? More practice,
good I need it.
4. How does the personality of a Lexis
different from a Mercedes?
 E T R
B T E Emotional Connection
Emotional Connection
• Highlights the need to engage T/M in a
way that impacts beyond their
conscious
• Causes experiences to embed
themself in memories
What, I should
treat a brand
• Humans remember emotional
relationship events
like a human • T/M gains inspiration from emotionally
relationship? and sensory stimulating elements that
lead to last impressions.
 E T R Emotional Connection
B T E Goal of Emotional Connection
Formulate real relationship and
positive feelings to create brand
o n advocates and evangelists
ct i
n e
o n
e C Two stages in creating Emotional
v
is ti Connections
Po Fo
1. Develop three key attributes
• Authentic
Mark r your Ex
e p
great ting to ha • Positive connection
est im ve th
these pa ct , al e • Personally meaningful
imple m l of
ment ust be 2. Multisensory Elements (engage 5
ed to
gethe
r. senses)
 E T R Emotional Connection
B T E
Storytelling is essential to building emotional
connection
The science of story telling
Personally Meaningful
Authentic 5 Captivating Brand Storytelling Examples
Emotional
Positive Connection
Connection

What brands’
stories have
impacted your
life?
 E T R
Emotional Connection
B T E
What we are seeing is that consumers are
now really gravitating towards authenticity
and understanding brand stories, caring
about how things are made, and where
they come from. In bringing to life certain
elements that are unique to our brands, we
give consumers that point of difference
with something to talk about that is really
there, and it becomes like social currency
for them.
Consumers are gravitating towards real
stories, the people behind then and those
that may in some way have positive impact
on local communities, and positive impact
on the whole country.
-Rodolfo Aldana, Director Tequila, Diageo
 E T R
B T E Emotional Connection

Engaging the senses requires the IRL brand story to use more brain
bandwidth resulting in the experiences being remembered easier.
Contributing to the IRL marketing experience to be more
memorable.
 t to
s a lo er
i Sup ive
e
th er of. ou g of
o w, track an y ary p
W ep e , c m m el u
ke Jan ck su od
B ra in qui R m
a T T E w?
o
me e BE to n
th
 m e
tor th
ns te e
rai rea itiv d
o b t c os an
r t t h a , p e s,
c
be rs ti ut
em pilla then rib ith al
rem tion f au nt att ing w tion
e, o r
ag tiva ng eva ffe mo
rrh ac nki rel ’s o e E
mo like thi nally tion reat
He n- ty, a c
ian m
a ali erso aniz s to .
Br d hu rson d p org ent tion
un Pe , an the lem nec
aro rand cted ine ry e Con
B e b so
nn o m en
co c
ltis
mu
 ll? ask
at a into an
i s th ad ly th
!? , d le ent
ally houl iffer n.
Re ly s te d stio
b ab d a q u e
p ro on a hat
I r t
he
 E T R Target Audience
B T E
Target Audience
Goal- understand T/M’s
aspirations so two-way
interaction can be at the
center of brand’s
communication with user.

Target Audience is a specific group of

consumers identified as recipients for a
particular advertisement or offering.
 E T R Target Audience
B T E
Target Audience &
Experiential Marketing
Considerations
Relevance is everything –
make sure the live brand
experience is relevant to
the target audience
• Understand behavior,
aspirations, needs
• Live experience should
add value to target
audience lives while
exciting and engaging
them with the brand
My Grandma at a punk rock
concert? Does not make
sense.
 ee d
E T R n ds l ik
It sou than one B
ay
e I m and
r
n

B T E more ersona.
P
Brand Personas
• Persona name
• Career path or professional background
typical consumer in your T/M?

• Brand associations
Who would you describe the

• Story
• Age, hobbies, urban, rural, suburban
• Familial circumstances
• Income, discretionary money, price sensitivity
• Attitudes toward brands
• Goals – what do they want to achieve in life
• Challenges - what hurdles are they trying to
overcome
ave
• Real quotes – what they say about life Glad I h -
ata
• How your organization can help those d
• Common objective in doing business with your bases
organization
• Role in purchase decision
• Communication preferences
• Marketing message that would work
Brian Hemorrhage, it is crucial you identify real
behavior insights and tendencies rather than
putting your consumers into demographic
boxes. You want to engage your consumers
and create a way for two-way interaction.
 E T R
B T E

d o we
y
rsel f, wh n the
you i
Test about IPM el of
care TER mod eting?
BET
ti al mark
rien
expe
 E T R
B T E

Two-Way Interaction
Two very Two-way interaction
different types
of examples
• Reciprocating relationship – brand
gives back to participants and
participants engage with brand
• IRL experience must engage, excite,
and dazzle the T/A
• Co-creation is the mechanism to
facilitate the two-way interaction
• Meaningful co-created participation
To be successful, I need to get people creates a relationship between
interacting with the brand?
brand and participant
 E T R
B T E
Tools for two-way interaction during the experience
1. Listen

A
• This is key to developing the positive
connection (emotional connection).

ut
Participants want to know the brand is

he
listening.
2. Take input
• If the IRL experience is very theatrical and

nt
entertaining, but no listening or taking input

ic
on the direction of the experience is given,
then it is one-way entertainment
3. Co-create
• IRL branded game, service, or interaction in
what participants engage, talk, and listen to
create the golden bond
4. Active instead of Passive
• Way for brands and participants to express
themselves or mold experience outcome.
 E T R Exponential Elements
B T E

Exponential Elements
•Build into the IRL experience elements
that will provide participants and non-
participants a desire to share.
• Element should cause a massive buzz
about your IRL experience (peak
experience)
• Create the joyful or happy moment
around your brand
Exponential is
an increase
becoming more
and more rapid
 E T R
B T E Exponential Elements

So, exponential elements Exponential Elements

means I need to program • Don’t need to be there to get the message
in meaningful peak
experiences that
• Create a story for participants to share that will still tell your brand’s story
participants want to • Drive word of mouth
share. • Engineer exponential elements into the IRL that participants want to share
• Start a two-way interaction between the brand and T/M.
• If T/M is exposed to the brand through social media, then it is like a
‘personal recommendation’
 E T R Exponential Elements
B T E
“Consumers are increasingly tuning in to content
created by influencers to help them make purchasing
decisions with one-fifth (19%) of the average
consumer’s total media consumption now made up
of influencer content.”
-Good Relations, 2017

How does this campaign

tie into the other parts
of the BETTER model?
“Finding ways to socially create and
share branded content are crucial.” Photo Tour of OGX’s carwash
Shirra Smilansky (creator of the BETTER
model), 2018
 E T R
B T E Reach
Goal
Take the company’s IRL rich experience
beyond those who directly participated by
word of mouth, social media, or other
amplifications channels.
l le nge
g C ha e a l ife-
n ac al
ar keti , w e f el – re It is
Th tial M n ces chann h yet. .”
expe e magic erie
n
x
ie
per rk in a up wit isplay
alwa rience of an x p e
d
E
brand tly wo aught an 8k d
a 2D ys trans oes no rs of quen uite c d on
eato We fre asn’t q you fin
l t
to m screen, ate ont c r e g i st
ake
c
we n o “As lem. g y h in g S t rat
o nt eed b lo th tiv e
pro techno an any
trav
els w ent tha r e a
ell. t
h a t s th n io rC
t r-r e Se
g h e s o n
hi r Ma
p e
-Cas
Steps to increase reach
1. Make sure story translates well into video
and photography
• Evaluate experience on reach Smells Nothing
potential
2. Find ways to communicate brand story Misconception
before experience happens
• Time lapse video of design and
production of experience
• B-roll material
3. Consider what can be included in the
exponential elements that would improve
Wow, I need to
reach start thinking about
4. Relevant content is critical for virtual my reach before
participants. the actual event.
• What is going to create the emotional
connection?
Amplification
is Key
 Now your
turn to try!
 The
BETTER
Creative Model
How to create unique experiential marketing ideas
 Reach
Sharing on social media is more valuable than
press ads and TV coverage
Look at box on page 111 for identifying
potential influencers

Questions to ask:
What questions do you have from a Brand Perspective working with influencers and from
a influencers perspective working with a brand.