Here’s a short deck for brands looking to learn from The Ice Bucket Challenge – a form of ‘conspicuous compassion‘ – that like conspicuous consumption is all about ‘impression management’ – how we manage our public image through self-presentation.
The central idea that I’ve been working on for a while is that brands are missing a trick by focusing uniquely on the emotional value and the functional value they are delivering. The big opportunity for us is to deliver ‘display value’ – helping people with their innate need to display their positive traits. Comments welcome.
Enjoy!
