What are the viewer's points? Functional Needs — Specific Benefits Emotional Needs — How Audiences Perceive Brands at the Emotional Level Brand personality promise Company vision Basically, it acts as an immediate blueprint for products that convey the future promises the company offers. Screenshot 201809 18 at 2.25.45 PM Image adapted from this video.
Slack's brand personalities ghost mannequin effect service are: Brand Pillars + Customer Audience + Their Top 3 Needs + Top 3 Emotional Benefits So for Slack, this would be: Brand Pillars: Fun, Comprehensive, Connected Customer Audience: Employees with internal communication problems Top 3 Needs: A more effective system for contacting other members of the team, faster feedback loops, just-in-time information To describe Slack as a brand in the other three elements of MVB: