Kurio // Social Brand Framework

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A framework for brand building in the social media era. For more information and in-depth tools for different steps of the model, please contact us at Kurio.

purpose connection action evidence sociability
Do your key stakeholders feel
a connection to your purpose?
© Kurio 2014

purpose connection action evidence sociability
Does the evidence engage
relevant people? Does it spark a
conversation and spread? Have
you found your sociability?
© Kurio 2014

For more information:
jari@kurio.fi // @jarilahdevuori
© Kurio 2014

This document presents a framework for understanding the sociability of brands in social media. It identifies seven potential roles brands can take: master of ceremony, sage, muse, pitchman, host, volunteer, and idol. Case studies of Cannes Lions award-winning campaigns and Finnish brands on Facebook were analyzed using this framework. The studies found that while all roles can be successful, altruism and entertaining fans are common winning approaches, and most brands lack a unique social role.

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1. SOCIAL BRAND FRAMEWORK @jarilahdevuori & @ElliTuominen // @kurio_marketing

3. mass media vs. social media high control vs. low control brand lives in the marketing dept. vs. the whole company lives the brand slogans vs. evidence campaigns vs. on-going memorable vs. shareable enter the social brand © Kurio 2014

4. THE SOCIAL BRAND FRAMEWORK © Kurio 2014 purpose connection action evidence sociability Does your brand have a purpose other than the bottom line? A reason and a right to exist? Do your stakeholders feel a connection to your purpose? Do they know it? Does your brand inspire action in key stakeholders of your company? Do the actions turn into evidence of the brand? Does the evidence engage relevant people? Does it spark a conversation and spread? brand blueprint brand promise & image key visuals & slogans

5. purpose connection action evidence sociability Does your brand have a purpose other than the bottom line? A reason and a right to exist 10 years from now? © Kurio 2014

6. purpose connection action evidence sociability Do your key stakeholders feel a connection to your purpose? © Kurio 2014

7. purpose connection action evidence sociability Does your brand inspire action in key stakeholders of your company? © Kurio 2014

9. purpose connection action evidence sociability Does the evidence engage relevant people? Does it spark a conversation and spread? Have you found your sociability? © Kurio 2014

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