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PARTE 3 - Coggle Diagram

- - - - Differentiate the groups of customers (profitability)
      - Build relationships (networking)
      - Gathering info on target customers (profiling)
      - Customize products and services (satisfaction and fidelity)
    - - Customer Knowledge
        management
        
        customer knowledge is a crucial resource
        
        craft consumer and Prosumer: Co-production and co-creation
        
        a way to fight uniformness and massification
        
        the goal is to truly know the customer
  - - - consumption
      - Post-consumption
      - Pre-consumption
    - - create the experiential grid
      - Set up the experience
      - Analyze consumer experiences and segment
      - Start the dynamic and interactive relationship
    - - Brand identity is made of sensorial experiences
        
        sight supported by all other senses (multisensoriality trend)
      - Diffusion of beauty a way to improve the whole world
  - - - top-down clustering (demographic) is inadequate
        
        bottom-up processes
    - - respond to a primitive need to belonging
      - the product is the link, facilitator of sharing
      - common rituals, icons, totems, uniforms
    - - Axis of Invisibility
        
        Sympathyzers
        
        Practitioners
      - Axis of Visibility
        
        Devotees
        
        Participants
    - - neo-tribes
      - Brand Communities
      - subcultures of consumption
  - - - languages
      - religion
      - lifestyles
    - - wider choice
      - Synchretism
    - - cultural pluralism
        (same core, different expressions)
        
        multiculturalism
        (different culturerecognition)
  - - - New way to communicate and build relationships
      - 10 recommendations
  - - - the goal is to satisfying all stakeholders
    - - cause-related marketing
      - mktg as a tool to affect culture and change
    - - donations
      - ngo partnerships
      - volunteering programs
    - - growing debate on Corporate Social Responsibility
        
        Economic, environmental and social Sustainability
- - - - planning is crucial
    - - tend toward establishing relationships
  - - - user-to-user sharing
    - - Social Network
        
        with ICT range and effectiveness amplified
      - controlled and targeted
  - - - Multibranding
        
        to separate different brands’ destiny
        
        often used by brands that want to appeal to different market segments or categories.
        
        https://brandmasteracademy.com/multibranding/
      - Flog (Fake+Blog)
      - Stealth new product development
      - Behavioral targeting (cookies)
      - Push-Polling
- - - - Participation
        
        Active/Passive
      - Connection
        (Environmental Relationship)
        
        Absorption: keep busy the customer’s mind while he’s trying
        to capture the experience
        
        Immersion: make the customer part of the experience
    - - the 4 E's
        
        Entertainment
        
        Educational
        
        Esthetic
        
        Escapism
  - - - not just in words, and not technical
      - must drive all the design elements of the experience
      - create a unified story line
    - - Eliminate negative cues (anything that distracts, weaken or contradict the theme)
      - impressions are the "takeaways"of the experience
    - - being memorable adds value and can increase the price
  - - - SENSE
        
        the 5 senses
        
        Multisensorial Involvement make experiences
        memorable and succesful
      - FEEL
        
        Feelings and Emotions
        
        Basic: Universally Shared
        
        Complex: Combinations of different experiences,
        more target-specific
        
        Interpersonal interaction is a good tool
      - THINK
        
        Cognitive Experiences
        
        stimulate Surprise, Curiosity and Provocation
      - ACT
        
        related to life-styles (demographics and psychographics)
        
        offers Behavior Patterns
        
        effective communication between the brand and the customer
      - RELATE
        
        Group Relationship
        
        allow individuals to experiment a social dimension
    - - The experience Grid
  - - - Spectator is no longer an individual consuming just for himself or
        alone but looking for a shared experience, a collective feeling
      - Sociological Analysis
        
        social bonds and tribes
        
        from individualism to new forms of sociability
        in post-modern era (70's, 80's)
        
        Important Sociability dimension
        
        strong expectancies of conviviality linked to the will to accompany the cultural experience with social interactions
      - Managerial Implications
        
        BBC Proms Concerts
        
        Location Arrangement
        
        subvert the usual rules of space utilization
    - - In modern cultural activity-consumption, notions like "Aesthetic" and "beautiful" are fundamental
      - According to Lipovetsky we live in a hypermodern era
        
        the hypermodern man
        
        freer, with more satisfaction and solicitation,
        but also more anxious
        
        has two bodies
        
        objective body
        
        subjective body
        
        hypermodern man takes control of his body
        
        both physical and subjective
        
        looking for experiences to feed the senses
        
        more aware of the design of environments and experiences
    - - the spectator is involved in the construction of the experience (Active Audience)
    - - learning while having fun
        is very productive
      - The ludic dimension in cultural experience
      - new consumption practises (Hedonistic consumption)
    - - hypermodernity and Time Pressure
        
        The feeling of Emergency: the more we have time, the more we think we need more
      - understanding the hyperman's approach
        at time management
        
        experience as many things as possible
        in the shortest period of time
        
        stuck in the present
        
        adept of live performances (hyperpresent)
        
        https://joshcowls.com/2014/01/19/the-new-power-of-now-and-the-perils-of-the-hyper-present/
      - Consumers are less predictable
        
        Mixed styles, in order to prove one's existence, difference, personality and authenticity freely
        
        Erratic and paradoxical consumption behaviors
    - - Lahire: "Dissonant Culture Profiles"
        
        combining cultural activities and popular leisure
    - - more layers to an experience thanks to Internet and Media
    - - Combine different trends
      - no clear borders between trends, they are mixing
      - Risk of abusive exploitation of some dimensions or an
        excessive mixing
      - Difficulties to transcribe some trends;
      - Coherence with the underlying artistic project not to
        prejudice the positioning of the institution considered
- - - - Competence : need to be effective in dealing with
        the environment
      - Relatedness: need to have close, affectionate
        relationships with others
      - Autonomy: need to control the course of their lives
      - they are innate, universal;
        they don't depend on time, gender or culture
    - - Extrinsic
        
        external rewards
        
        Impacts intrinsic motivation
        
        Shuts down the creative thinking
        
        Worsen the performance
        
        Reduces positive behaviours
        
        Stimulates unethical behaviours
        
        Creates addiction
        
        Induces short-term thinking
      - Intrinsic
        
        internal motivation, personal
  - - - A loss of reflective self-consciousness
      - A sense of personal control or agency
        over the situation or activity
      - Merging of action and awareness
      - A distortion of temporal experience, one's subjective
        experience of time is altered
      - Intense and focused concentration
        on the present moment
      - Experience of the activity as intrinsically rewarding, also
        referred to as autotelic experience
    - - achieving flow state is a matter of balance
        between Challenge and Knowledge
  - - - Mid and long term view
      - Mastering motivational behavior toward groupmates
      - Multitasking
      - Promptness in decision making
  - - - *using game-based mechanics, aesthetics
        and game-thinking to engage people, motivate
        actions, promote learning and solve problems in
        a non-gaming context*
      - The use of game mechanics in a non-gaming
        context to engage users or solve problems
      - The use of gaming mechanics to affect human
        behavior
    - - Challenge
      - Reward
      - Feedback
    - - Avatars: Player's representations
      - Chance and mistery (Game unpredictability elements)
      - Points through actions, lead to rewards (digital Badges)
      - A story that serve as a context
    - - Elements (bricks)
        
        Actions
        
        Merit
        
        Goals
        
        Evaluation
      - Method (concrete)
    - - 8 core drivers
        
        2 axis
        
        Left (logical) /Right (emotional) Brain
        
        Black / White Hat Gamification