Thread by @rebootdude

0/ Brand as a #ThirdSpace by Habib Ullah Khan

While my poor friend was teaching the class, I was taking notes.

Notes from the Brand as a Third Space lecture with @Huk06 today at @HabibUniversity

#startups #founders #branding #marketing #thirdspace

1/ The spaces in our lives

1st Space. Home. Where we live, eat, share and sleep.

2nd Space. Work. Where we go work and earn a living.

3rd Space. Coffee shops. Stadiums. Gaming Consoles. Gyms. Trails.

Places where we go to be ourselves or find ourselves.

2/ The difference between spaces

The first two spaces are associated with society's expectations - imposed stereotypes and societal models

The third space is associated with aspiration and dreams

The third space is about choice.

3/ The space between us

Third spaces become important when social change is common, where conservatism is waning and disruption is on the cards.

Less common when role models are entrenched

The sacred cows that hold in the first two spaces, do not hold in the third space.

4/ What in the world has this got to do with #branding?

What is the holy grail in marketing, advertising and communication?

Reach the right customer with the right content at the right time.

If you can get this done, you are done.

5/ The right customers are relatively easy

You can get to the right customers through personas, data analytics and prior history.

But how do you get to the right time? And the right content?

6/ How do you get to the right content and the right time?

Get to them when your customers are in their third space.

Where they are most receptive, most open, most likely to try out new experiences.

Or even better.

Be your #customers #ThirdSpace

7/ How does a brand become a third space?

Help the customer be what they want to be when they want to be?

Be part of the journey, be a guide, be a fellow traveler on that journey

8/ Moments of truth

Customer moments of truth

Zero moment - Discovers your brand

First moment - See your product for the first time

Second moment - Multiple interactions with the brand

Third moment - Becomes a customer

Ultimate moment - Customer becomes an evangelist

9/ The big test of customer intimacy

Do you know what your customers are passionate about?

If you know your customers in their third space, you have already beaten the competition

You already know them better than their siblings and their families

10/ Why do we play #console games?

Games are a great example of #ThirdSpace

Games are a virtual #ThirdSpace

Available at a moments notice. Walk in, walk out at your convenience

Ready character arcs that allow you to create a custom journey based on your mood

11/ Your personal favorites. Examples of #ThirdSpace brands?

Brands that made it possible for you to be the person you wanted to be?

#ThirdSpace #brands don't sell an image.

They sell solutions, character arcs, real paths to self improvement

Engage and feel better instantly

12/ If you are a #startup a #founder or a #technology company get @Huk06 to come speak about the #ThirdSpace

I have now heard Habib deliver the lecture three times. I learn a new concept every time I hear him speak.

A big hat tip for teaching an old dog new tricks :)

13/ Brands as a third space.

A short summarized thread for #founders #startups #technology

@jehan_ara
@babushka99
@zaydenam
@faizansiddiqi
@kayzafar
@alinawab
@ishaheen10
@bilalgilani
@anzarkhaliq
@TalhaIzhar

@Huk06 please free to add the juicier and racier stuff that I intentionally left out to keep this conversation/thread strictly PG-13 :)

Also haven't had this much with a guest speaker in the #class in real or #remote learning mode for a long long time.

Thank you so much for taking out the time to speak to our students.

Must get you back on campus for everyone else as soon as it is open