it's like speed dating...but faster!

Are you on the right train?The Value of Emotional Insight

| Brand Strategy With Heart


Every brief specifies a brand personality to govern the tone and manner of all communications


There is a huge focus on the role of emotions in the overall brand strategy


Two kinds of emotions are essential components of brand strategy

Brand Essence High-order benefit which creates an emotional connection with the brand

Brand Personality Tone & manner of your communications

Value Proposition Differentiating benefit with 2-3 key RTB’s

Customer Insight Unmet need of the target

Key Competitors The brands that compete most directly for the target’s business

Communications Strategy Media/channels that will best reach target

Market Target The segment with the greatest ROI for your brand


Exactly which emotions to promote depends, firstly, on who is the target

Brand Essence High-order benefit which creates an emotional connection with the brand

Brand Personality Tone & manner of your communications

Value Proposition Differentiating benefit with 2-3 key RTB’s

Customer Insight Unmet need of the target

Key Competitors The brands that compete most directly for the target’s business

Communications Strategy Media/channels that will best reach target

Market Target The segment with the greatest ROI for your brand


Identify the most profitable target for the brand

A multi-dimensional segmentation

Clearly define the most profitable segment for your brand


Understand the target and how to identify in databases, including third party data


Understand the target’s journey

Consistency of brand essence and personality across the journey and all touch points is critical


Barriers to emotional insight Asking consumers to talk about their emotions just won’t get the job done

When respondents are unwilling to talk about their feelings

WON’T SAY

When respondents are unable to articulate or don’t know how they feel

CAN’T SAY


Many marketers have tried the more popular neuroscience approaches …with mixed reactions

Difficult to conductOutput is very general

NEURAL PATTERNS

Easier to conductOutput is limited to “mood”

PHYSICAL EXPRESSIONS


The emotional brain is accessed via split-second reactions to stimuli

200 MS 800 MS500 MSRECOGNITION EMOTIONAL REACTION INTELLECTUAL REFLECTION

THE EMOTIONAL DISCOVERY WINDOW


“The perfect outfit me makes me feel ______.”The MindSight ® exercise is a rapid-response sentence completion task

We need to know what motivates the target


The images are selected and validated to measure nine motivations

MINDSIGHT® MOTIVATIONAL MATRIX


SAVVY ACTIVE

SECURITY EMPOWERMENT BELONGING

IDENTITY ENGAGEMENT NURTURANCE

MASTERY ACHIEVEMENT ESTEEM

45

Improved

EXPECTATIONS

Improved

EXPERIENCES

Improved

OUTCOMES

ChangeWITHIN MYSELF

ChangeIN MY WORK / PLAY

ChangeIN MY SOCIAL

RELATIONSHIPS

88 131108

108 104110

110 110107

BELONGI

SECURITY EMPOWERMENT BELONGING

IDENTITY ENGAGEMENT NURTURANCE

MASTERY ACHIEVEMENT ESTEEM

45

Improved

EXPECTATIONS

Improved

EXPERIENCES

Improved

OUTCOMES

ChangeWITHIN MYSELF

ChangeIN MY WORK / PLAY

ChangeIN MY SOCIAL

RELATIONSHIPS

88 131108

108 104110

110 110107

MASTEvv

All consumers are not be driven by the same emotions


Brand Personality The 4-6 personality characteristics that define the tone and manner for communications

SINCERE

COOL

ELEGANT

FUN

SENSUAL RELAXED INNOVATIVE DARING REBELLIOUS PASSIONATE

WHOLESOME AUTHENTIC CARING DEPENDABLE

TENACIOUS WISE COMPETENT EXPERT


Incorporate emotional testing during concept testing phase of customer experience design

Are design options delivering an emotional experience?

Are they communicating the desired brand essence and personality? SPECIFIC EMOTIONS THAT ARE—

OR ARE NOT—BEING TAPPEDPROFILE OF TOTAL

MOTIVATIONAL IMPACT


Know them Understand their journey Connect and personalize

Brand Essence: MasteryPersonality: Expert

Brand Essence: BelongingPersonality: Authentic


If you slept through this presentation… just remember these calls to action

• Incorporate consumer emotions into your cross-channel mix to drive more meaningful conversations, leading to sustained relationships

• Carry out your strategy, consistently, through all channels/touchpoints

• Make sure you get on the right train

it's like speed dating...but faster!

Marketing