Engagement works at a deep level of the Cognitive Unconscious, requiring new models for mapping "social fields" and "tribal narratives".

1. New Cadence of
Engagement
Attracting, Serving, and Engaging Profitable
Customers for Life
• Brandspace and theaters
• Elements of engagement
• Operational capabilities
• Structured innovation
• About GISTICS
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2. What makes customers buy?
Unconscious motives drive buying decisions
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3. What induces consumers to engage?
 Bottom up cognition of value
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4. What experiential foundation of brand?
 Iconic Brands
+ Deep, pre-linguistic
+ Embodied metaphor
 Potentiated Narrative
+ Moral prescriptive for
causing “well being”
+ Activated, not “installed”
 Concept of Self + self-recognition
+ Bridges the historical and Presence
– familiarity
the future Self
+ collaboration
+ Brand as evidence of Engagement
– habit
future well-being
 Essence of Cool
+ Secret “got it?”
+ Enlightened Irony
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5. What going on with customers?
 Seeking more
meaningful
connections
+ ENGAGEMENT
 Digital “third
hands”
+ SELF-SERVICES
 Social networks and
media
+ MULTI-MODAL
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6. Contact and Background Information
ABOUT GISTICS
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7. Michael Moon
 CEO, GISTICS  Michael Moon
+ Think Tank for Innovations in + moon@gistics.com
Customer Engagement and the + 1 415.509.5023 mobile
Entrepreneurial Imagination
 Co-Founder of CIO Salon  GISTICS Incorporated
+ Trust Network for Executive + 1 510.450.9999 tel
Education and Peer Coaching  www.gistics.com
 Author of widely  Author of 30+  Editor in Chief  400+ Keynotes  YouTube: São Paulo 13 April 2011
acclaimed book white papers 2004 to 2011 and Webinars
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8. What’s the background of Michael
Moon?
Michael Moon
 Executives worldwide recognize  He has lectured at UC Berkeley,
Michael Jay Moon, CEO, GISTICS, as Stanford University, San Francisco
dynamic public speaker, prolific writer, State University, California State
expert facilitator, and masterclass University—East Bay, Fielding Institute,
innovation leader. and St. Pölten University (AT).
 He contributes to client projects and  Michael Moon maintains four LinkedIn
programs as an insight catalyst, social networking groups that serve
strategist, workshop leader, and international networks of innovation
industry networker. leaders, subject matter experts, and
 Michael Moon has delivered more than master-class practitioners with
400 keynotes, presentations, executive approximately 7,000 members and
seminars, workshops, and Web-based growing rapidly: Masters of Digital
Webinars around the world. McGraw- Assets, Masters of Customer
Hill and its international affiliates offer Engagement, Masters of Marketing
Mr. Moon's book, Firebrands: Building Operations, and Transmediation
Brand Loyalty in the Internet Age in
13 languages.
http://www.amazon.com/exec/obidos/ASIN/0072124490
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