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Main Stage, November 3, 2011
Listening with the Third Ear: Marketing’s Emergent Humanism Stephen D. Rappaport, ARF
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011
Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Listening with the Third Ear: Marketing’s Emergent Humanism Presented to: Festival Of NewMR, Nov 3, 2011
Stephen D. Rappaport Knowledge Solutions Director, Author: Listen
First! The Advertising Research Foundation
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Hennessy
New Products Launched: White, Fine de Cognac, Black
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Listening with the “Third Ear”
“It means listening with all our intelligences, all our ways of knowing.”
Sources: Reik, Theodor 1948; Hacke8, Jill, h8p://goo.gl/KLcU4
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Today’s Topic
Listening’s Roles in:
Shaping and revising mental models
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
1. Mental Models
The brain processes we use in making sense of something and then deciding which action to take.
Source: Wind, Jerry and Colin Crook., “The Power of Impossible Thinking,” 2006
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Other Brands Changing their Mental Model
ShiBed strategy from women to men in 1970s
ShiBed strategy from men to women in 2010
ShiBed strategy from copier manu-‐facturer to document company in 1989
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Business Imperative
Creates Competitive Advantage
Source: http://www.senseandrespond.com/?page_id=7
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Consumers
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Advertising
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Listening
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Third Ear Listening is Data for Mental Models
Signals RelaMonships/Meaning
EmoMons
Business
Listening Adver/sing
People
Enterprise Value CreaMon
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Re:think Your Mental Models
» Describe the mental models you/your company are using.
» How will listening enable you to test that your mental models are valid?
» Does your model need to change? How?
» How hard will it be to change your model?
» What small changes have the power to promote your new model?
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Third Ear Listening is Humanistic
Humanism: any system or mode of thought or action in which human interests, values, and
dignity predominate.
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Marketing’s Emergent Humanism
Grounded in Listening with the Third Ear
Brings People into the Brand
A Prospect for Business Success
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Q & A
Stephen D Rappaport AdverMsing Research
FoundaMon
Lenny Murphy Greenbook Blog
©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)
Thank You!
Stephen D. Rappaport
The book: Listen First! Turning Social Media Conversations into Business Advantage
[email protected] @steverappaport
http://listenfirst.thearf.org