Super-Bowl-2016-Commercials

Touchdown: WEconomy In the Game at Super Bowl 50 With Emotionally Charged Offense 

As the Super Bowl prepares to celebrate its half century mark, sharing economy brands and the emotional benefits they provide, are as front and center as the Broncos and the Panthers.

Demonstrating the pervasiveness of the age of collaborative consumption on all walks of life, major sharing economy brands have been making noise as we lead up to Sunday’s big event in the way of live experiences that offer emotional reward, a signature of our new WE-Conomy world.

While traditionalists may be anxiously awaiting the annual ad creations of Budweiser and Hyundai on the big screen, WeConomy addicts are anticipating the benefits of collaborative consumption that can serve to enhance their Super Bowl experience. As Bowl festivities kick off in San Francisco, home to many of today’s greatest sharing economy disruptors, news has started to percolate on impending game time offerings.

Airbnb sees the weekend as a major opportunity to highlight the benefits of home rental, particularly as their company started when the founders rented out their home around a local conference when hotel rooms were at a premium. Highlighting everything from their many rooms in the area, to the special experiences their unique properties like a treetop bungalow can offer, the acclaimed brand has been making a lot of noise this week stating that 11,000 guests are already booked into 4,000 of their local properties. The estimated boon to the local economy for the weekend is $21 million.

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Not to be left on the sidelines, Uber has announced a slew of new offerings around the big game, in line with their recent push to be all things to all people in our sharing world. Offering everything from shared puppies, a flag football game with Joe Montana, to an Uber POOLtrain designed to take groups of people back and forth from key areas, the ride share giant is using this weekend as a testing ground for future disruptive sharing models predicated on emotional reward.

Postmates has also thrown its hat into the ring with a Super Bowl Squares community football pool which promises collaborative fun and food delivery discounts for the winners.

While many of the benefits of the sharing economy will be felt off the big screen, the impact our new environment has had on increasingly emotional experiences will be felt in some of the top ads anticipated this year. With a push on emotional levers from tugging heartstrings (Pokemon “I can do that” ad) to empathy (Colgate’s “Every drop counts spot) to the much buzzed about humorous show stealer (Steve Harvey’s Miss Universe flub in a possible Snickers bit), it is clear that both traditional companies and sharing economy players are aiming to create deeply emotional experiences that transcend product and service to win with consumers.

While the winner of the big game is still in question, what is most clear is that empathy and emotion hold the key to victory for brands in our new passion charged WE-Conomy.

Billee Howard is Founder + Chief Engagement Officer of Brandthropologie, a cutting edge communications consulting firm specializing in helping organizations and individuals to produce innovative, creative and passionate dialogues with target communities, consumers and employees, while blazing a trail toward new models of artful, responsible, and sustainable business success. Billee is a veteran communications executive in brand development, trend forecasting, strategic media relations, and C-suite executive positioning. She has a book dedicated to the study of the sharing economy called WeCommerce released in December 2015 as well as a blog entitled the #HouseofWe dedicated to curating the trends driving our economy forward. You can read more about “WE-Commerce: How to Create, Collaborate, and Succeed in the Sharing Economy” right here!

Wecommerce book Sharing Economy

Sharing Economy

Sharing Economy: Stay Small but Include All

The sharing economy has brought with it many trends but none has perhaps been felt more acutely than the new era of small as the new beautiful. Today, as a result of technology’s great power of equalization, anyone can be an entrepreneur and creator. As a result, consumers have ushered in a new age of craftsmanship marrying the best of the artistry of old, with the unfettered reach procured by the Internet of All Things.

From the Smorgasbord small batch empire erected nearly five years ago in Brooklyn, to its slew of imitators globally, artisan is the new chic and bigger is no longer better. Today, without question, small is the new big.

Sharing Economy

Warby Parker, a small eye wear company started by four young college friends, and dedicated to addressing the one billion people worldwide who lack glasses is now commanding a big market share of their industry, providing lower cost, better looking prescription eye wear at the expense of larger, more expensive brands.

Airbnb.com, a room rental service started by a RISDE grad who couldn’t pay his rent, has grown so large so quickly that it is rivaling the major global hotel chains like Hilton, even though they don’t own a single bed.

How have these small brands, started by a hand full of individuals on a shoe string, or in some cases a deficit, manage to succeed so quickly, rivaling the reach and profits of their big brand competitors?

Because in the sharing economy, bigger is better is dead, and smaller, more agile companies capable of adjustment, evolution, innovation, and custom co-creation are winning the day.  In this chapter I’ll take a look at the “think small but include all” strategies that today’s most competitive small brands have employed to take on the super powers in their industries and succeed against all odds.  I will also look at the emerging sharing economy and the principles of collaboration driving it.

You can read more about “WE-Commerce: How to Create, Collaborate, and Succeed in the Sharing Economy” right here!

Wecommerce book-billee-howard

Billee Howard is Founder + Chief Engagement Officer of Brandthropologie, a cutting edge communications consulting firm specializing in helping organizations and individuals to produce innovative, creative and passionate dialogues with target communities, consumers and employees, while blazing a trail toward new models of artful, responsible, and sustainable business success. Billee is a veteran communications executive in brand development, trend forecasting, strategic media relations, and C-suite executive positioning. She has a book dedicated to the study of the sharing economy called WeCommerce due out in Fall 2015 as well as a blog entitled the #HouseofWe dedicated to curating the trends driving our economy forward.