Wallace & Washburn Associates LLCWallace & Washburn Associates LLCwww.decisionmode.comwww.decisionmode.com

1770 Massachusetts Ave, Suite 177, Cambridge, MA 021401770 Massachusetts Ave, Suite 177, Cambridge, MA 02140Tel: 781-235-8882 Cell: 781-799-5444Tel: 781-235-8882 Cell: 781-799-5444

Intuitive Branding: Timely in an Internet World

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Wallace & Washburn Backgrounds

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Kim Wallace

NCK, SSC&B (Noxzema, Colgate Palmolive)

Arnold/HBM (Salada, General Mills)

Radcliffe Seminars faculty

Top 5% LinkedIn Profile Kim Wallace CEO

Harry Washburn

• Harvard Extension School faculty

• Benton & Bowles (General Foods)

• Harvard Business School

Faculty 20 Years

Co-Authors

• Top 1% in Amazon sales

• Published in 4 languages

• 3 Decision Making Modes

Kim Wallace Harry Washburn

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“Lively, lucid, smart and on target. I’m impressed.”

Ted Levitt, Dean Emeritus, Harvard Business School

“ The most pragmatic book on consumer marketing in years!” Amazon.com

Representative Clients

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A Changed Internet World

* New consumer freedom now due to empowering Internet experiences.“Within a few years the Internet will turn business upside down. Be prepared-or die.” Matthew Symonds, The Economist 1999

* Change from PUSH (TV, radio, etc.) to PULL online. “Thanks to the Internet, car buyers now hold the cards.”-Boston Globe 2013

*Messaging overload creates consumer “tune out.”

* Greater need to measure customer experience. “Your customers’ perceptions of their interaction with your company impacts

your bottom line. You NEED your customers more than they NEED you. Even investors reward customer experience leaders!” –Forrester Research 2013

* Shift occurring from rational to emotional customer research. “The industry will shift from questioning to discussing, insight to forecast, rational to emotional.” - StrategyOne, Washington, D.C.

3 DecisionMODES

Thinker (verbal), Visualizer (non verbal) Commander (non verbal)

Sample DecisionMode Question

Q: Let’s imagine you were buying a car today. What in your opinion, would be most important? Why? (Pick one)

• It looks great?

• It feels great to drive?

• It makes logical sense?

Thinkers (20%) “It makes logical sense.”

•Thinking, reasoning, answers,

details, numbers, planning

•Careful, thoughtful Steve Jobs

decision-makers

•Favorite Words: “Think, hear, sounds, logic, future, know, understand”

T

Visualizers (50%) “It looks great.”

•Quicker decisions

•Interested in the features and benefits

•Favorite Words: “See, look, Ralph Lauren

show, picture, focus, perspective, impression”

T

Commanders (30%) “It feels good to drive.”

•Ready, fire, aim•Team leaders/players Oprah Winfrey

•Favorite Words: “Feel, sense, touch, hit, tackle, win, team, power, people”

What are the Most Powerful “Trigger Words”

“Trigger Words”

Intuitive Feelings

Logical Thoughts

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Major Packaged Goods Example:

Determine the trigger which will motivate consumers to request a prescription from their dentist.

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Q. In your opinion, what would motivate you to ask your dentist for a prescription?

You have possible damage to the bone, the tooth, you should do something about it in advance and try to stop it from ever reaching that point, and this is one way to do it. Certainly a deterrent to it, and so, yeah I would think that somebody who has that problem, that kind of a picture would catch their eye, especially is they saw red blood. I do have you know, if I brush my teeth hard enough or my gums, I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. I do my share of it. I haven't been told that I have gum disease or anything, but I, you know, maybe that's something that could stop it from happening, if there's any indication at all that it might be there. That's something that if I thought I could use that and it would help the situation, sure. Without even thinking about it too much, and I think you…

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The Mouthwash Words Assembled The Mouthwash Words Assembled Raw VerbatimsRaw Verbatims1111

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Determine Word FrequenciesDetermine Word Frequencies2222 DecisionScanDecisionScan

You have possible damage to the bone, the tooth, you should do something about it in advance and try to stop it from ever reaching that point, and this is one way to do it. Certainly a deterrent to it, and so, yeah I would think that somebody who has that problem, that kind of a picture would catch their eye, especially is they saw red blood. I do have you know, if I brush my teeth hard enough or my gums, I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. I do my share of it. I haven't been told that I have gum disease or anything, but I, you know, maybe that's something that could stop it from happening, if there's any indication at all that it might be there. That's something that if I thought I could use that and it would help the situation, sure. Without even thinking about it too much, and I think you. u , I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. tooth, you should do something about

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Analyze Trigger Words Analyze Trigger Words 3333 Trigger WordsTrigger Words

Prescription Mouth Wash: Results

Objective Find key “trigger” words

Data Source Audio taped focus groups

Question “What do you feel would motivate you to take action?”

Logic vs. Intuition

Avoid pain/expense “Bleeding gums is a problem!”

VERBATIMS SCAN FREQUENCYgum/s 132bleeding 80problem 38

ThoughtTalk“If I have persistent bleeding gums I’d want it.”“Bleeding does show there’s a problem in the works.

Results

The product was successfully launched nationally with TV and print ads featuring a dentist referring to “bleeding gums" and pointing to a tooth illustration with a blood red gum line. The brand went national successfully in one year.

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Philanthropy Example: WGBH-TV Fund RaisingObjective Motivate viewers to pledge more money

Data Source Groups plus surveys among WGBH non-giving viewers

Question “What in your opinion would motivate a pledge?”

Logic vs. Intuition

Maintain our high level of “If you think your pledgequality programming is unimportant, Think Again.”

VERBATIMS Scan Frequencythink 46give/ing 32about 23

ThoughtTalk“I think they’re doing well already without my pledge.” “I think I’d give if I thought there was a crisis.”

Results

A new Thinker-based campaign was launched: “Fewer than two out of ten viewers support WGBH, so if you think your pledge is unimportant, Think Again!” Mail-in “white mail” pledges increased 91%. Rolled out nationally.

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Branding Example: Okemo Mountain

Objective Determine best positioning for skier families

Data Source Online research among 3,950 skiers

Question “What in your opinion would you say to recommend Okemo?”

Logic vs. Intuition

A Great Family Mountain “Great snow. Great fun!”

VERBATIMS ThoughtScan Frequencyfun 209 family 168snow/conditions 114

ThoughtTalk “Great snow means fun for everyone.”“Family fun is in the skiing, not sitting in the lodge.”

Results

Okemo now promotes “The difference is snow.” The logical support is Ski Magazine’s #1 ratings for grooming because it’s the only mountain in VT that grooms trails twice a day. Visitations continue to increase significantly.

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Tag Line/Branding Example: Northeastern

UniversityProblem Determine the most powerful message for admissions

Data Source Surveys of students, parents, staff, alumni and prospects

Key Question “What do you feel makes Northeastern better?”

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Q. “In your opinion what do you feel makes Northeastern better than other universities?”

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TRIGGER WORDS TRIGGER WORDS DECISIONSCAN DECISIONSCAN FREQUENCYFREQUENCY

coop 149

good 134

program 114

education 78

enter 76

work 75

job 72

get 22

contacts 15

something 16

occupation 35

employment 24

people 21

Northeastern University

ProblemDetermine the most powerful brand position and tag line for admissions

Data SourceSurveys among staff, faculty, grads, students, parents and prospects during 1986.

Question “In your opinion what do you feel makes Northeastern better than other universities?”

Logic vs. IntuitionHands-on educational “Education thatexperience Works”

DecisionSCANVERBATIMS SCAN FREQUENCYco-op 149experience 114work/job 107

Trigger Words “Their co-op program gives experience.”“With co-op you can get a better job.”

Solution

The “Education That Works” tag line was created, incorporating key trigger words. Used for over 25 years. Over 46,000 applications were received last year, elevating NU to the top 3 universities nationally.

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Public Relations Example: National Car Wash AssociationObjective Determine how frequent car-washers justify the expense

Data Source Intercept interviews at car washes

Question “In your opinion, what is there about getting your car washed that justifies the price?”

Logic vs. Intuition

The vehicle looks better “I feel better in a clean car.”

VERBATIMS SCAN FREQUENCYfeel 122 good 89better 256

ThoughtTalk“I actually feel better when my car has been washed.”“I feel good when my car is clean.”

Results

Press releases issued nationally. The “feel good” story (Commanders) was picked up by hundreds of publications including the Wall Street Journal and Forbes. Reaction so successful website changed to www.cleancarfeeling.com.

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Results: National PR stories, a new “Feel Good” poster campaign and a new online address (cleancarfeeling.com)

PUBLIC RELATIONS 24

Additional Case HistoriesChristmas Tree Shops tag line/ad campaign pg. 26

International Consulting Firm 27

Progress Software global branding 28

Kaspersky Anti Virus Software advertising 29

Homeland Security PSA messaging 30

Beth Israel Hospital merger name 31

Medisense monitor new global product name 32

Rockport Shoes new product development 33

BASF Biotech Public Relations messaging 34

Berklee Online School of Music global branding 35

Wallace & Washburn Contact Information 36

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Retail Advertising Example: Christmas Tree Shops

Objective Determine most powerful advertising/media approach

Data Source Written staff surveys/customer interviews

Question “What feelings come to mind when you think of shopping at Christmas Tree Shops?”

Logic vs. Intuition

Save money “Don’t You Just Love (finding) a Bargain!”

VERBATIMS Scan Frequencybargain/s 57fun 25love/like 17

ThoughtTalk“I love to search out the bargains they offer. It’s fun.”“Bargains, low prices and fun outing with friends.”

ResultsAgency developed successful testimonial TV campaign with the theme “Don’t You Just Love A Bargain”. Used for 10+ years leading to $800 million acquisition by BB&B.

26 TAG LINE

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B to B Branding Example: Consulting Firm

ObjectiveDetermine what current and prospective clients want most in outsourcing new product development.

Data SourceTelephone surveying of current and potential clients who are key decision makers

Question“What, in your opinion, do you feel would motivate you to consider using outside consultants in new product development?”

Logic vs. Intuition

Experienced consultants “Time Effectiveness”add expertise (not cost effectiveness)

VERBATIMS Scan Frequencyfast /er 37marketplace 33first 22

ThoughtScan“I want to get to the marketplace first with a good product.”“If you get to market first you make the money.”

ResultsThe firm changed it’s mantra to “Time Effectiveness,” from “Cost Effectiveness” with extremely positive results. “Time Effectiveness” was applied to downsizing too.

BUSINESS TO BUSINESS 27

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Technology Branding: Progress SoftwareObjective Determine most powerful global brand message

Data Source Surveys among current and potential customers

Question “In your opinion, what distinguishes Progress Software?”

Logic vs. Intuition

Respected clients globally “Computing Independence”

VERBATIMS Scan FrequencyIndependent/ce 51computing 38platforms 37

ThoughtTalk“I can use Progress on different computing platforms.”“You’re independent. You can use it on other platforms.”

Results

The new “computing independence” brand position was launched successfully. Without the DecisionScan analysis the agency would have focused more on independence and freedom. 28

TAG LINE

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Technology Advertising: Kaspersky Anti VirusObjective

Determine image of founder (Kaspersky) and possible use in advertising/public relations

Data Source Online surveys among potential U.S. customers

Question“In your opinion, how do you feel about these ads featuring the founder?”

Logic vs. Intuition

Kaspersky is proven in Europe “He’s believable”

VERBATIMS Scan FrequencyKaspersky 51believable 39respected 34

ThoughtTalk“I’ve heard the Kaspersky name. He’s very believable.”“I respect his philosophy. He sounds quite believable.”

ResultsLaunch with advertising and public relations into the United States incorporated the founder (Kaspersky).

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PSA Messaging: Homeland SecurityObjective

Create messaging that prompts Floridian consumers to get better prepared and download tips on the website.

Data Source Surveys among current and potential customers

Question“What in your opinion would prompt you to get better prepared for, god forbid, a terrorist attack?”

Logic vs. Intuition

Get prepared better when you “Do it for the kids.” are not in a crisis situation. (They’d be helpless.)

VERBATIMS Scan FrequencyPrepared 78Family/Kids 77Survival/Protect 68

ThoughtTalk“Get prepared and protect your family.”“Do it for the kids and the family if not for yourself.”

Results

The new PSA message “Do it for the Kids” scored well with parents and singles. The impactful message generated over 10,000 downloads of “Top Tips for Survival.” A new web address was also added, www.mysafeflorida.com.

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Merger Name: Beth Israel Hospital/Deaconess

Objective Create new name for the combined entity of Beth Israel and Deaconess hospitals

Data Source Surveys among consumers (patients and non)

Question “In your opinion, what words, thoughts or feelings come to mind regarding Beth Israel Hospital?”

Logic vs. Intuition

Two of Boston’s Best “The CareGroup”Hospitals Combine Resources

ThoughtTalk“Beth Israel has caring nurses who treat you special.”“It’s the nursing care at BI that makes it so special.”

ResultsThe name CareGroup was adopted to reflect Beth Israel’s perceptual strength: caring.

31NAME TESTING

VERBATIMS BI MGH Brigham & Women’s

good/excellentcare/ingdoctors/surgeonsreputationmaternitynurse(s)

85724339 978

125 35 89 93 27 19

863236626946

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Global Product Naming: Medisense Blood-TestingObjective Determine most powerful name for Europe and U.S.

Data SourceOne-on-one interviews with diabetics in 8 countries including Europe

Question“In your opinion, what’s the most important feature of your meter?”

Logic vs. Intuition

Smaller, discreet, yet easy “Precise Readings”to use.

VERBATIMS Scan Frequencyprecise 35accurate/acy 23exact 11

ThoughtTalk“Indicates a precise reading.” – U.S.“Sounds like pretiosen (jewels)” – Germany“Precisia is good . I want exact accuracy.” – Holland

ResultsThe Precision Q-I-D device successfully launched internationally with new name. Medisense was purchased within a year by Abbott Labs.

32GLOBAL NAME TESTING

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New Product Text Mining: RockSport Shoes

ObjectiveGenerate new products following the success of the RockSport comfort shoes.

Data Source Mail-in surveys in shoe boxes plus sales force.

Question“In your opinion, what’s the next new Rockport shoe you’d develop?”

Logic vs. Intuition More leisure shoes “Dress Sports”

DecisionSCANVERBATIMS Scan Frequencydress/dressier 35shoe/s 34lightweight 32

ThoughtTalk “Dress up RockSports with cordovans, wing tips.” “A comfortable shoe I can wear in the boardroom.”

ResultsRockport “DressSports” were successfully introduced in cordovans and wing tips.

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Public Relations Positioning: BASF Biotech

ObjectiveUncover possible negative reactions to proposed biotech plant site

Data Source Telephone surveys among location residents

Question“In your opinion, what’s your greatest concern regarding this new biotechnology site?”

Logic vs. Intuition It’s a drain on “Bio-waste expert hired fromlocal resources UMass Worcester with Harvard credentials”

DecisionSCANVERBATIMS Scan Frequencyconcern/ed 41waste 35dangerous 29

ThoughtTalk “What about dangerous waste disposal”“Accidentally releasing radioactive waste!!”

Results

BASF aligned itself with a bio-waste expert from Harvard University at UMass Worcester featured prominently in all press materials to allay potential fears. Plant constructed successfully.

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Advertising/Media: Berklee College of Music Online

ObjectiveDetermine how to increase online course enrollments among performers, songwriters, producers and teachers.

Data Source Online surveys among 765 students and prospects

Question “What in your opinion would you expect the benefit to be of taking courses online at Berklee music?”

Logic vs. Intuition Best Professors “Improve musical skills”

DecisionSCANVERBATIMS Scan Frequencymusic/musician 172better 43improve 27

ThoughtTalk“I’ll get the knowledge to become a better musician.” “I can improve my skills by learning from the best.”

Results

The research has helped them get the messaging right and find student prospects online more cost-effectively with online media. Enrollment doubled years in a row.

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PSA Messaging: Homeland SecurityObjective

Create messaging that prompts Floridian consumers to get better prepared and download tips on the website.

Data Source Surveys among current and potential customers

Question“What in your opinion would prompt you to get better prepared for, god forbid, a terrorist attack?”

Logic vs. Intuition

Get prepared better when you “Do it for the kids.” are not in a crisis situation. (They’d be helpless.)

VERBATIMS Scan FrequencyPrepared 78Family/Kids 77Survival/Protect 68

ThoughtTalk“Get prepared and protect your family.”“Do it for the kids and the family if not for yourself.”

Results

The new PSA message “Do it for the Kids” scored well with parents and singles. The impactful message generated over 10,000 downloads of “Top Tips for Survival.” A new web address was also added, www.mysafeflorida.com.

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Objective Determine the most powerful advertising message to increase leads.

Data Source 450 interviews nationally among Outward Bound graduates.

Question “What have you said to recommend Outward Bound?”

Logic vs. Intuition

Commune with the “Personal Growth builds Great Outdoors self confidence”

DecisionSCANVERBATIMS SCAN FREQUENCYgrow(th) 126personal 88experience 57

ThoughtTalk"You'll grow as a person. Builds self confidence.“"I grew personally through the experience."

Results

Using a Personal Growth Experience promise, Outward Bound is now the #1 adventure-based education program in the world. It works. 80% of students want another course.

PR/Advertising: Outward Bound

Objective Determine best positioning and messaging

Data Source Focus groups U.S. (members and non members)

Question “What about Unitarian Universalism is most interesting?”

Logic vs. Intuition

Historic Religion “Religion for Thinkers”

DecisionSCANVERBATIMS SCAN FREQUENCYThinkers 58Respected 56Famous 34

ThoughtTalk“It’s the church for relevant thinkers.”“Many famous Americans were members.”

Results

"The research uncovered the element which makes Unitarian Universalism most appealing to current and potential members; the encouragement of thinking, inquisitiveness and open-mindedness." A 30 page background on famous historical public figures which was incorporated into many weekly sermons. A Gallop Poll revealed that following the launch, despite national declines in all other church attendance, UUA generated significant increases.

Unitarian Universalist Association: Positioning

Wallace & Washburn Associates, LLCWallace & Washburn Associates, LLCwww.decisionmode.comwww.decisionmode.com

1770 Massachusetts Ave, Suite 177 1770 Massachusetts Ave, Suite 177 Cambridge, MA 02140Cambridge, MA 02140

kwallace@wallacewashburn.com 781-235-8882 Cell: 781-799-5444781-235-8882 Cell: 781-799-5444

For details please contact Kim Wallace:

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