Getting to the Core of Brand esSense® : Visual Thinking in

Research 5 December 2014

Neil Gains

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Divider slide Getting to the Core of Brand esSense

•  Our brains think visually •  Emotions are non-verbal

•  Visual research can get to the core of Brand esSense

Divider slide INTIMACY

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We think visually

Divider slide The brain’s translation

toolkit

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Animals have 7 independent emotional systems

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Emotions and experiences are best expressed visually and not verbally

Divider slide Case study -

The esSense® of “Indulgence” in

Indonesia

For Indonesians, “indulgence” is a combination of the freedom to be yourself with the comfort of feeling at home

“Indulgence” is the experience of …

“Indulgence” is the experience of …

“Indulgence” is the experience of …

“Indulgence” is the experience of …

The client’s brand is strongly associated with belonging & safety

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Three potential directions for the client

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Divider slide Emotions are more visual than verbal

•  Our brains think visually •  Emotions are non-verbal

•  Visual research can get to the core of Brand esSense®

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