Are you on the right train?The Value of Emotional Insight
| Brand Strategy With Heart
| Brand Strategy With Heart
Every brief specifies a brand personality to govern the tone and manner of all communications
| Brand Strategy With Heart
There is a huge focus on the role of emotions in the overall brand strategy
| Brand Strategy With Heart
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
| Brand Strategy With Heart
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
| Brand Strategy With Heart
Identify the most profitable target for the brand
A multi-dimensional segmentation
Clearly define the most profitable segment for your brand
| Brand Strategy With Heart
Understand the target and how to identify in databases, including third party data
| Brand Strategy With Heart
Understand the target’s journey
Consistency of brand essence and personality across the journey and all touch points is critical
| Brand Strategy With Heart
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
| Brand Strategy With Heart
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
| Brand Strategy With Heart
The emotional brain is accessed via split-second reactions to stimuli
200 MS 800 MS500 MSRECOGNITION EMOTIONAL REACTION INTELLECTUAL REFLECTION
THE EMOTIONAL DISCOVERY WINDOW
| Brand Strategy With Heart
“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
| Brand Strategy With Heart
The images are selected and validated to measure nine motivations
MINDSIGHT® MOTIVATIONAL MATRIX
| Brand Strategy With Heart
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 Strategy With Heart
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
| Brand Strategy With Heart
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
| Brand Strategy With Heart
Know them Understand their journey Connect and personalize
Brand Essence: MasteryPersonality: Expert
Brand Essence: BelongingPersonality: Authentic
| Brand Strategy With Heart
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