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WHITE
SPACE
BlackBerry
2009
2012
Dr. Martin Luther King
Canned Seafood
?Right
space?
Different
Active
Modern
Trendy
Youthful
Special
Trusted
Nurturing
How Consumers Feel About Canned Tuna...
BRAND – BIG quant rational & emotional drivers and
share potential
+
CONSUMER – In home Immersions, Flip Cam
Documentaries, Online Ethnographies, Insight Piracy
+
SHOPPER – Shop-a-longs, Sales Data, In Store
Observation
+
BUSINESS – Capabilities, Suppliers, Relationships
=
Right Space Targets
Learn
Com
fort
Empathize
Engage
$250 million
Blue Ocean
$850 million
Red Ocean
$30 million
Blue Ocean
Emoti
Emoti + Persona
Emoti + Persona
Emotion + Personality + Rational
Emotion + Personality + Rational + Needs
Emotion + Personality + Rational + Needs + Archetypes
Emotion + Personality + Rational + Needs + Archetypes
+ Benefits/ Claims
InterestedAlive
ExcitedTurned on
Fascinated
Surprised
Shocked
FearUpset
Stressed
Apprehensive
WorriedCheated
Disbelief
Interesting
Passionate
OptimisticCreative
Active
Extroverted
Brave
Different
OutdoorsyModern
Sporty
A GossipTheatrical
A Show-off
Outspoken
Cunning
Long-winded
Insincere
Greedy
Unfaithful
Defiant
Pretentious
RudeA nag
A jerkDangerous
Visually AppealingImported Ingredients
Exotic Seasonings
Sea Salt
Spicy
Learn
Co
mfo
rt
Empathize
Enga
ge
