BESTday8. (Standford) PDF

DAY 8
PERSONAL BRAND
& HAPPINESS
A FEW LOGISTICS
THE HOME STRETCH (SRSLY)
one week le!

Interpret Present
day 8 day 9
MAY 24 MAY 31
week 8 summer
Gather Data Sleep
Distill Learning Party
Polish Presentation Repeat
BRAND AUDIT
what’s in it?
Image- Launch
Identity Gap Strategy
Social Brand
Experience Metrics of
Map
Media Success Guidance
Object
Voice Campaign
Guideline Outcomes
BRAND AUDIT
what’s in it?
How did it go?
What did you build? What did you learn?
Why did you build it? What would you do
differently?
FINAL PRESENTATION
what’s in it?
Social Campaign Implications

Campaign Learning & & Suggestions
Results
FINAL PRESENTATION
what’s in it?
What did What did What does

you do? you learn? that mean?
For you?
For the brand?
GETTING IT IN
how, when, where?

Monday Tuesday
MAY 30 MAY 31
ONE/FOUR – Jump Drive + Test

make sure it works!
MIDNIGHT – Presentation + Paper

email or dropbox!
NEED HELP?
get in touch!
Wednesday Thursday Friday Saturday
MAY 25 MAY 26 MAY 27 MAY 28
9AM–NOON AVAILABLE AVAILABLE

BY PHONE BY PHONE
3–4:30PM
DAY 9 PRESENTATIONS
Emailed in by Monday night midnight
Come in Tuesday AM (with flash drive) to
ensure iron kinks out.
Board of advisors and snacks.
VIRAL CAMPAIGN TIPS
Virality is not a strategy.
Iterate, iterate, iterate. Rapid A-B testing.
What are your engines of forward movement?

More than keywords, tagging, influentials;
It’s why someone shares an object.
What’s your channel strategy.

Questions on twier. Stories on facebook.
Can you make your call to action more clear?

HOW TO ASK
Indirect (implied) ask. So ask.
Reciprocity ask. Offer something in return.
Concession ask. Ask big, then small.
Social validation ask. Show to contributing peers.
Competitive ask. Challenge.
The authoritative ask. Firm.
A LOOK BACK
BRAND IS HOLSTIC
Branding {
{
Products
Events
Sponsors
Partners
Customer
Donors
Employees
BRANDS HAVE PERSONLITIES
Sincerity Excitement
BRAND
PERSONALITY
Competence Sophistication
Ruggedness
Source: Aaker (1999, JMR)

BRANDS ARE SOCIAL
HUMAN CENTERED APPROACH
EXPERIENCE IS ULTIMATE
PROVING GROUND FOR BRANDS
environment
service
communication
product
employee
LISTEN WELL
POWER (AND COMPLEXITY)
OF SINGLE FOCUSED GOAL
“Get 20,000 south asians
to do cheek swabs.”
STORIES MOVE US
“Up” by Disney/Pixar
INDIVIDUALS EMPOWERED
PERSONAL BRAND
DAY 8
1:20 A Look Back

1:35 Personal Brand + Happiness
2:20 Lab
2:50 Halftime Show + Break
3:10 Group Photo
3:15 Hammer
section
1
PERSONAL BRAND
DAY 8
4:35 A Look Back

4:50 Hammer
5:45 Group Photo
5:45 Halftime Show + Break
6:05 Personal Brand + Happiness
6:55 Lab
section
2
PERSONAL BRAND
WHAT IS A PERSONAL BRAND?
“What people say

about you when you
have left the room.”
Jeff Bezos
founder and CEO of Amazon.com
what do you want
people to say about
you aer you le
the room?
what will you be
remembered for?
What do you want to own a share of?
WHY DO PERSONAL
BRANDS MATTER?
personal brands
are shaping
company brands
CEOS
CUSTOMERS
Terminal Man
ENTREPRENEURS
CELEBRITIES
INDIVIDUALS
Ma Cus (Google)
hp://www.macus.com/blog/
Robert Scoble (Microso, PodTech)

hp://scobleizer.com/
Xeni Jardin (Wired, NPR)

hp://xeni.net/
Sco Monty (Ford)

hp://www.scomonty.com/
James Tinsley, Stanford GSB 2011

EXERCISE: FEELING LUCKY?
Your Name
DO YOU WANT TO BUILD A
REPUTATION ONLINE?
Content.
People remember stories, not facts.
Call to Action.
Tell people what you’d like them to do.
Collaboration.
Create ‘just enough’.
Consistency, yet flexibility.

CHANNEL SURFING
TWITTER LINKEDIN FACEBOOK TUMBLR

share articles & links maintain an updated, make sure your public write longer form
living resume, framed profile is in good pieces on things you
follow people who around the story working order (no care about
would make up your you’re trying to tell drunken escapades)
ideal audience &
learn from them focus on adding value
to the conversation
ANALYTICS
Survey followers to find out more Klout
Something as simple as “vote if you like Measures the online influence of
cake” tells you more about your users. your Facebook or Twier profile.
Facebook Page Alexa.com/siteinfo

Facebook offers free tools to monitor Ranks websites and tells you
weekly traffic to and from a Facebook information about site visitors
page that you create. (location, search engine queries,
Google Analytics Google Adwords Keyword Tool

Feature rich tools that help you Tells you how many times people
understand your personal brand. search for a keyword every month.
Your brand is influenced by
– not only how you dress, what
you say, how you write –
but and increasingly,
what you post anywhere on
the internet.
James Tinsley, Stanford GSB 2011

But personal brands have always existed.
PERSONAL BRAND…
Defines your
passions &
values
Achieve
success (&
fulfillment)
SELF Focuses your
energy
Distinguishes
you from the
crowd
Managing Brand You, Jerry Wilson and Ira Blumenthal

HOW TO BUILDAN EFFECTIVE
PERSONAL BRAND
1. Understand your Image/Identity
2. Be Distinct
3. Be Authentic
4. Stand for Something
5. (Re)think Happiness
BRAND IDENTITY
“Know, first, who you are, and

then adorn yourself accordingly.”
— Epictetus, Greek Philosopher

EXERCISE:
IMAGE/IDENTITY GAP
WHO HOW
YOU GAP YOU’RE
ARE SEEN
EXERCISE:
IMAGE/IDENTITY GAP
1. Write 5 words that you
believe describe you
2. Write 5 words that describe
each member in your group
3. Share, compare, one insight
EXERCISE:
IMAGE/IDENTITY GAP
surprises?
differences
WHO between what
HOW
YOU you said and YOU’RE
ARE what you heard? SEEN
how strong is
your brand?
FIRST IDENTITY, THEN IMAGE
personal BRANDING VS. BRAND
Tweets, Updates,
Posts {
Your values,
passions, &
talents
{
PERSONAL BRAND
2. Be Distinct
3. Be Authentic
BE DISTINCT
BE DISTINCT
! YOU, Jennifer Aaker

your name / brand
ARE focused on creating infectious action

unique, essential claim
AMONG ALL Professors

competitive frame
FOR Stanford students

segment
BECAUSE Research
support
EXERCISE: BE DISTINCT
! YOU,
your name / brand
ARE
unique, essential claim
AMONG ALL
competitive frame
FOR
segment
BECAUSE
support
p.s.: carve out clear areas of incompetence
POINTS OF PARITY VS.
POINTS OF DIFFERENTIATION
POINT-OF-PARITY: Shared brand associations
needed to be player, to neutralize ‘competition’
POINT-OF-DIFFERENCE: Unique brand associations

needed to stand out
Source: Keller 2003

PERSONAL BRAND
2. Be Distinct
3. Be Authentic
BE AUTHENTIC
DEFINITION
“True to one’s personality,
character, spirit”
— Webster
when you feel authentic,
you oen speak with sincerity,
you feel comfortable in your
own skin, you oen forget who
the audience is.
when you feel authentic,
you oen speak with sincerity,
you feel comfortable in your
own skin, you oen forget who
the audience is.
and people oen feel beer
aer having been with you.
but how do you “be authentic”?
GARY V. + WINE
WHEN DO YOU FEEL
AUTHENTIC?
Always/Most of the time 39
“I try to live the values that I believe in.”
Family 29
“My son is completely accepting; he inspires me to be the same.”
With good friends 22

“I knew I could trust her and that she loves me no maer what.”
Never; I can't think of one 17

“I can't say I've felt like that for a while.”
Birth of child 14
“I felt completely in the moment and totally whole; totally real.”
WHEN DO YOU FEEL
INAUTHENTIC
Never; I can't think of one 50
“I don't bother to pretend for others or lie.”
At work 30
“I have pretended to know what I was doing when I really didn't.”
Being “agreeable” 20
“When I was trying to be what others wanted.”
When I lie 16
“I don't like to be dishonest but some times one has to.”
Large groups 9
“Dinner party at a friend's with a group of new people.”
AUTHENTIC BRANDS
None 59
“I have inherent skepticism towards the motivations of brands.”
Apple 8
“They really seem to focus on the wants of their consumers.”
Google 6
“They do actions that stand by the "don't be evil" moo.”
Kashi 6
“A natural good for you product.”
Coca-Cola 5
“It has just been around for ages and withstood test of time.”
Levi’s 5
“American made and has lasted for many decades.”
AUTHENTICITY HAS TWO
COMPONENTS
WARMTH COMPETENCE
true to (social) mission skillset to execute

BRAND STEREOTYPING
non-profit for-profit non-profit for-profit
PERCEIVED WARMTH PERCEIVED COMPETENCE

BRAND STEREOTYPING
How you’re perceived
influences how people
react to you.
non-profit for-profit
WILLINGNESS TO BUY
It is easier to first
garner respect and
then create warmth
than the converse.
PERSONAL BRAND
2. Be Distinct
3. Be Authentic
4.Stand for Something
STAND FOR
SOMETHING
“You've goa stand right up for

somethin' or you're gonna fall...
for anything.”
— John Melencamp
Your contributions can be
random or strategic - this
isn’t about selling yourself.
It’s about standing for
something
If you know the reason
why you are doing
something, it buffers
the highs and lows.
PERSONAL BRAND
2. Be Distinct
3. Be Authentic
(RE)THINK HAPPINESS
RETHINKING HAPPINESS
1. What drives your happiness isn’t always
what you think drives your happiness
2. There are two types of happiness; you can
choose which one you want to feel.
3. The happiness you choose impacts the
choices you make
4. Happiness oen determined by where and
how you spend your time (vs money)
5. Your experience of happiness change over
the life course.
HAPPINESS DRIVERS
Glamorous
Money
(over $40K/yr)
Youth Beauty Self esteem
Intelligence
Maers less Maers more
than you think than you think
Education Social skills Free time
Volunteering
Religion
Dancing
Humor
Mundane
Psychology Today 2007;
Work by Gilbert, Kahneman, Wilson
EXERCISE: HAPPINESS DRIVERS
Glamorous
Maers less Maers more

than you think than you think
Mundane
Most assume there is only one
happiness.
Or, that happiness is so
idiosyncratic as to be different
from every individual.
But in fact there are two types
of happiness(es).
choices you make
the life course.
energizing
exciting
fun
pleasure
Happy
want
fleeting
decadent
feels good
Kamvar, Mogilner and Aaker (2010); Tsai, Knutson and Fung (2006)
fulfilled content
meaningful balanced
enough
Happy
permanent
simple
feels right
Kamvar, Mogilner and Aaker (2010); Tsai, Knutson and Fung (2006)
WHAT DOES “HAPPINESS” MEAN?
the meaning of happiness systematically
shis over one’s lifetime
THE HAPPINESS
SPECTRUM
excited calm
YOUNGER PEOPLE OLDER PEOPLE

(future-focused) (present-focused)
are more likely to feel are more likely to feel
“excited” happiness “calm” happiness
Kamvar, Mogilner, and Aaker 2011-12

WHAT DOES “HAPPINESS” MEAN?
the meaning of happiness systematically
shis over one’s lifetime
giddy peaceful
enthusiastic
joyous
ecstatic
excited calm relaxed
secure
content
Happiness Frequency
Younger Age Older

HAPPINESS SHIFTS OVER
LIFECOURSE
childhood adolescence young adulthood adulthood maturity

HAPPINESS SHIFTS OVER
LIFECOURSE
childhood adolescence young adulthood adulthood maturity

BUT WHAT IF...
you are older… you are younger…
…but feel excited, …but feel grounded,

fresh, and novel? calm, and centered?

BUT WHAT IF...
Happiness isn’t
about age.
It’s about where
your mind is.

YOU HAVE A TEMPORAL FOCUS
younger older
future-focused present-focused
younger older
YOU CHANGE YOUR TEMPORAL FOCUS
But age is just a proxy.

You can choose your temporal focus.
younger older
HOW TO CHANGE TEMPORAL FOCUS
Think about the future Do breathing exercises

HOW TO CHANGE TEMPORAL FOCUS
These simple steps can change your
temporal focus by 17-23%
Older people were

CONTROL
led to think about
future-related
words and saw a
PRESNT-FOCUSED
FUTURE-FOCUSED
17.6% increase
in future-focus
Younger people did CONTROL

breathing exercises
that focused them on
the present and saw
a 22.6% increase
in present-focus
TEMPORAL FOCUS AFFECTS HOW WE
DEFINE HAPPINESS
happiness feels...
energetic
future- cheerfulupbeatelated
focused
merry
excited joyous
enthusiastic
euphoric giddy
ecstatic
peaceful
present- blissful
controlled
focused calm content
relieved
carefree
fulfilled
satisfied secure
relaxed
IMPLICATIONS FOR THE SHIFTING
MEANING OF HAPPINESS
If you are young
and future-focused,
you can shi your
temporal focus by
thinking about
the present, and
you can change how
you feel happiness
from excitement
to calm.
IMPLICATIONS FOR THE SHIFTING
MEANING OF HAPPINESS
If you are older
and present-focused,
you can shi your
temporal focus by
thinking about
the future, and
you can change how
you feel happiness
from calm
to excitement.
choices you make
the life course.
THE POWER OF DEEP BREATHING
Mogilner, Kamvar and Aaker

(2011); Mogilner, Aaker and
Kamvar, Mogilner, andKamvar (2012)
Aaker 2011
TEA STUDY
Kamvar, Mogilner, and Aaker 2011

choices you make
the life course.
SPEND TIME WITH OTHERS
Predictor of depression:
“Feeling alone”:
People like to be with others
Frequent use of "I" in sentences
associated with fear, uncertainty
Frequent use of “we” in sentence
associated with growth, motivation
PEOPLE WHO ENERGIZE YOU
Partner
Friends
Daughter, son
My sister
My sisters’ mother in law
My dog
People at my daughter’s school
Former manager
Mentors in our office
Friend of a friend
PEOPLE WHO DEPLETE YOU
My mom
My brother
My children :)
Husband -- terrible isn’t it :(
Boss! BOSS!
Everybody at my gym
A certain programmer
A coworker who hates her job
Complainers
RELATIONSHIPS
close, commied
relationship =6
RELATIONSHIP TYPES
SOCIOEMOTIONAL REWARDS
* husband and wife

* best friend
* siblings
* Drinking buddies
* compartmentalized * close friends
* mother
friendships
* cousins * father
childhood buddies *
* second cousins * college classmates * teammates
SUPERFICIAL AND WEAK INTENSE AND STRONG

* co-workers * personal enemies
* casual acquaintances
* psychotherapist & patient
* business partners
* people you dislike
* supervisor and employee
* salespeople and regular customer * ex-husband, wife
* and graduate student

* salesperson and customer
* master and servant * business rivals
* political opponents
* interviewer & job applicant * opposing negotiators
UTILITARIAN AND FUNCTIONAL REWARDS

Aaker, Mogilner and Cargle 2009
IRONIC TWIST
close, commied nature

majority of time spent with
those not in that group =6
RELATIONSHIP TYPES
SOCIOEMOTIONAL REWARDS
* husband and wife

* best friend
* siblings
* Drinking buddies
* compartmentalized * close friends
* mother
friendships
* cousins * father
childhood buddies *
* second cousins * college classmates * teammates
SUPERFICIAL AND WEAK INTENSE AND STRONG

* co-workers * personal enemies
* casual acquaintances
* psychotherapist & patient
* business partners
* people you dislike
* supervisor and employee
* salespeople and regular customer * ex-husband, wife
* and graduate student

* salesperson and customer
* master and servant * business rivals
* political opponents
* interviewer & job applicant * opposing negotiators
UTILITARIAN AND FUNCTIONAL REWARDS

Aaker, Mogilner and Cargle 2009
“You are the average of the 5 people
you spend the most time with."
— Tim Ferris
image of average londoner via faceoftomorrow.com

EXERCISE: ROI OF TIME
Look over your calendar
(or remember it as best as you can).
Write down the names of people you spent time
with this week and approximately how long
Write down activities this week, and how long
What does your
calendar say
about you?
choices you make
the life course.
EXERCISE: WE FEEL FINE
Harris and Kamvar 2009

EXERCISE: WE FEEL FINE
Harris and Kamvar 2009

What’s your purpose?
Who do you want to be
in the world?
This can change.
MAPPING THE PATH
PERSONAL STORY
This is your transition story.
You’re the protagonist. CHANGING
There are tensions and obstacles.
CHILDHOOD DEFINITIONS
MEMORIES OF HAPPINESS
PAST PRESENT FUTURE
IMAGE-IDENITY FUTURE ROI ON

GAP ANALYSIS CURRENT ROI ON HAPPINESS +
You need to bring
HAPPINESS + DRIVERS FORECAST
all these folks along DRIVERS ANALYSIS
with you!
APPENDIX
A PERSONAL BRAND
Unfolding Personal Narrative

Attracts the Right People
Determines Your Value
A PERSONAL BRAND

A PERSONAL BRAND

MY (JENNIFER’S) BRAND
WHAT ARE YOU?
WHAT AREN’T YOU?

PERSONAL BRAND CAMPAIGNS
1. Content. People remember stories, not facts.

2. Call to Action. Tell people what you’d like them to
do.
3. Collaboration. Create ‘just enough’.
4. Consistency, yet flexibility.
PERSONAL BRAND ANALYTICS
Survey followers to find out more about them
Something as simple as “vote if you like cake” tells you more about your users.
Facebook Page
Facebook offers free tools to monitor weekly traffic to and from a Facebook page that you create.
Google Analytics
Feature rich tools that help you understand your personal brand.
Klout
Measures the online influence of your Facebook or Twitter profile.
Alexa.com/siteinfo
Ranks websites and tells you information about site visitors (location, search engine queries,
Google Adwords Keyword Tool

Tells you how many times people search for a keyword every month.

APPENDIX 2
Dan Greenberg
CEO, Sharethrough
dan@sharethrough.com make your
k
or
ew
Goal
am
Fr
g Audience
in
ell
yt
or
Persuasion Strategy
St
eo
d
Story
Vi
GOAL:
Jumpstart fun and organic conversations to re-energize a dying franchise.
TARGET AUDIENCE:
Casual gamers, boys 10-18, beyond the core skater demographic.
PERSUASION STRATEGY:
Surprise, imagination & curiosity.
STORY ELEMENTS:
Provide fun and entertaining glimpse into the world of Tony Hawk fans.
Use Tillman’s “skateboarding dog” fame to provide backstory and context.
Showcase ease of use of the product.
Beg the question, “Is it real?”
131
Behavior Change Goal
Make yourself choose ONE goal. (It’ll
force you to focus on the most important one.)
๏ Spread awareness about an issue or idea
๏ Generate fans and followers online
๏ Get press, online and offline
๏ Solidify relationships with existing advocates
๏ Drive product sales

132
Target Audience
Define a single audience archetype.
๏ Moms with babies
๏ Twitter influencers
๏ Technology entrepreneurs
๏ Casual gamers
๏ Enterprising students
133
Viewing Experience
Think about how users will engage.
Know the limitations
๏ Watching during class no sound
๏ Watching on your phone very small
๏ Watching at work unfocused
attention
And consider the opportunities

๏ Watching with friends collective,
134
Key Insights
✓ Understand your behavior change goal before you pick up a camera.
✓ Treat your viewers as audience, not consumers.

✓- No one has to watch your video if they don’t want to.
✓ “Cool” is non-descriptive.
✓- Think about the true emotions that matter, given your goal and target audience.
✓ tell a unique and compelling story.

135
FIRST IDENTITY, THEN IMAGE

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DAY 8

one week le!

Social Campaign Implications

What did What did What does

how, when, where?

ONE/FOUR – Jump Drive + Test

MIDNIGHT – Presentation + Paper

9AM–NOON AVAILABLE AVAILABLE

What are your engines of forward movement?

What’s your channel strategy.

Can you make your call to action more clear?

Source: Aaker (1999, JMR)

1:20 A Look Back

4:35 A Look Back

“What people say

Robert Scoble (Microso, PodTech)

Xeni Jardin (Wired, NPR)

Sco Monty (Ford)

James Tinsley, Stanford GSB 2011

Consistency, yet flexibility.

TWITTER LINKEDIN FACEBOOK TUMBLR

Facebook Page Alexa.com/siteinfo

Google Analytics Google Adwords Keyword Tool

James Tinsley, Stanford GSB 2011

Managing Brand You, Jerry Wilson and Ira Blumenthal

“Know, first, who you are, and

— Epictetus, Greek Philosopher

! YOU, Jennifer Aaker

ARE focused on creating infectious action

AMONG ALL Professors

FOR Stanford students

POINT-OF-DIFFERENCE: Unique brand associations

Source: Keller 2003

With good friends 22

Never; I can't think of one 17

true to (social) mission skillset to execute

non-profit for-profit non-profit for-profit

PERCEIVED WARMTH PERCEIVED COMPETENCE

“You've goa stand right up for

Youth Beauty Self esteem

Education Social skills Free time

Maers less Maers more

YOUNGER PEOPLE OLDER PEOPLE

Kamvar, Mogilner, and Aaker 2011-12

Younger Age Older

Kamvar, Mogilner, and Aaker 2011-12

childhood adolescence young adulthood adulthood maturity

childhood adolescence young adulthood adulthood maturity

…but feel excited, …but feel grounded,

Kamvar, Mogilner, and Aaker 2011-12

Kamvar, Mogilner, and Aaker 2011-12

But age is just a proxy.

Think about the future Do breathing exercises

Older people were

Younger people did CONTROL

Mogilner, Kamvar and Aaker

Kamvar, Mogilner, and Aaker 2011

* husband and wife

SUPERFICIAL AND WEAK INTENSE AND STRONG