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Introducing a ground-breaking approach to help

successfully grow your brands

Growing Brands

by Connecting

with Deeper

Human Motivations

Today’s Challenges

‘The Colours!’

Impacting Sales

Today’s Challenges

‘The Colours!’

Impacting Sales

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We've been voted the best marketer of the 20th century .. but that's because we were the biggest shouters. In the 21st century, we want

to be the best listeners AG Lafley, former CEO and Chairman, P&G

Brands are not living up to expectations

People would not

care if 70% of

brands disappeared

Only 20% of global

brands noticeably

improve people’s

quality of life

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Companies with ideals of improving people's lives at the centre of all they do outperform the market by a huge margin …

Jim Stengel Professor at UCLA, Former Global Marketing Officer of Procter & Gamble

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Today’s Challenges

‘The Colours!’

Impacting Sales

WHY ALL THE COLOURS??!!

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STARTING WITH THE HUMAN BEING ....

Our starting point is simple: It’s not about brands,

it’s about people

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People are on a personal journey to satisfy deeper human motivations

DEEPER HUMAN

MOTIVATIONS

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Along the way, they make choices based upon the degree to which the options available to them resonate In order to be successful a brand must resonate with people’s deeper human motivations.

DEEPER HUMAN

MOTIVATIONS

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Censydiam unlocks the path to creating relevant and meaningful brands

It identifies the drivers of

brand growth by connecting brands to people’s needs and

motivations.

We use a Framework to guide our thinking about Human Motivation

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People first - all decisions are made with fundamental consumer needs at the heart

Precise – granularity of description opens up those needs not yet identified

Universal – comparison possible across markets

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In any study labels are customized to the specific market dynamics

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Means to impress

Means to be

generous

Childlike pleasure

Adult pleasure

CHOCO-

LATE

Somewhere I just LOVE

Somewhere I just LIVE

HOUSE

=

HOME

Master of my

CASTLE

My home is my

HAVEN

Open relationship with the bank

Formalised relationship with

the bank

THE

BANK

The bank is my servant

I’m in charge

The bank is my master The bank takes the

initiative

ONE PERSON, DIFFERENT SITUATIONS, DIFFERENT MOTIVATIONS

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ALL BRANDS SHOULD HAVE A CLEAR CENTRE OF GRAVITY WHERE THEIR CORE PERCEPTIONS WILL BE ANCHORED.

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Today’s Challenges

‘The Colours!’

Impacting Sales

A.S.I.C.S.

http://www.youtube.com/watch?v=2SMXKGE_u-Y

ASICS stands for…

Leading technology

First brand in running

#5

… in a very competitive sports market

With high ambition

2010 2012

2015

+100%

brands growas they resonate

with strong motivations.

.

NEEDS &

ASPIRATIONS

“It is important to me that I

can make the perfect corner.

I am constantly trying to

improve my technique and

figure out how we improve

our team tactics”.

“I do everything I can to

make sure we can end as

high as possible. The

ultimate goal is of course to

be the champion.”

“Of course I find it important

that we play well as a team,

but I mainly play a team sport

because I enjoy being together

with friends.”

Why do sport?

develop new

skills and to

be an expert.

stretch my

limits and to

achieve my

goals.

completely let go and

really enjoy the

moment, preferably

with others.

enjoy a fun way

to have a great

time with others.

it’s good for my

body and mind

and helps me to

relax.

Involvement with sport ….

Involvement with running ….

Focus on Performance – Unlimited Competitors

http://www.youtube.com/watch?v=le8En3oKY_c

High impact on ASICS brand worldwide

+42%

Brand Equity

2010

2012

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Introducing a ground-breaking approach to help

successfully grow your brands

Growing Brands

by Connecting

with Deeper

Human Motivations