Ipsos ASI: Once Upon a Brand

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April 2012: Life for brands is getting more and more complex.

More choices about where and how to communicate, but thanks to the power of social, less control over the communication.

Yet, at the heart of this complexity, a simple truth remains: great communications are a good story, well told.

Our keynote speaker, Nick Southgate, will talk about how behavioural economics can help in this process.

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Ipsos ASI: Once Upon a Brand

  1. 1. ONCE UPON A BRAND April 19th, 2012 © Ipsos MORI
  2. 2. Our Speakers Today… Dr. Nick Southgate Deborah McCrudden Peter Pereira © Ipsos MORI
  3. 3. #brandstories@IpsosASIUK © Ipsos MORI
  4. 4. HOW STORIES BUILD BRANDS & CHANGE BEHAVIOUR NICK SOUTHGATE © Ipsos MORI
  5. 5. “A genius is a guy like NormanEinstein”Jo Theismann © Ipsos MORI
  6. 6. © Ipsos MORI
  7. 7. © Ipsos MORI
  8. 8. Source: www.whoateallthepies.tv © Ipsos MORI
  9. 9. © Ipsos MORI
  10. 10. © Ipsos MORI
  11. 11. © Ipsos MORI
  12. 12. THANK YOU © Ipsos MORI
  13. 13. UP CLOSE AND EMOTIONALDEBORAH MCCRUDDEN, MANAGING DIRECTOR, IPSOS ASI © Ipsos MORI
  14. 14. EMOTIONS ARE IMPORTANT• Not just feelings• Physiological responses throughout the brain and body• Activities in limbic system• Trigger physiological autonomic responses in the heart, skin, face, etc © Jill Greenberg – 2006 (End Times) © Ipsos MORI
  15. 15. EMOTIONS CAN BE EXTREME… © Jill Greenberg – 2006 (End Times) © Ipsos MORI
  16. 16. … AND SUBTLE © Jill Greenberg – 2006 (End Times) © Ipsos MORI
  17. 17. EMOTIONS ARE EASY TO EVOKE… © Jill Greenberg – 2006 (End Times) © Ipsos MORI
  18. 18. …BUT HARDER TO VALIDATE © Jill Greenberg – 2006 (End Times) © Ipsos MORI
  19. 19. WHY DO WE CARE ABOUTEMOTIONS?• It defines RELEVANCE• Tells us which information ENGAGES…• …And which is IGNORED• Directs ATTENTION, enhances MEMORY and learning• And INFLUENCES BEHAVIOUR © Ipsos MORI
  20. 20. WE STILL NEED TO KNOW WHAT PEOPLE SAY AND DO(CONSCIOUS) Survey Conversations Social Listening Behaviour © Ipsos MORI
  21. 21. BUT NOW WE ALSO KNOW HOW THEY ACTUALLY FEEL(UNCONSCIOUS) Brain Biometrics/ Waves Eye Tracking Facial Implicit Expressions/ Associations Body Language (IAT TESTS) © Ipsos MORI
  22. 22. WHY ADD NEUROSCIENCE? © Ipsos MORI
  23. 23. BECAUSE IT TELLS US SAYS SOMETHING EXTRA © Ipsos MORI
  24. 24. BEST OF BOTH WORLDS• Ipsos has provided self-report measures of emotion for several years. These are just the beginning… Ap a t h e t i / c Un m o v e d At p e a c e / N o r ma l G r a t i u d / t e Re l v e d e i S L o n e l / y h y I g n o r e d T i e d / Wo r n O u r t En t e r t a i e d n / Pl a s e d e Sa d / De p r e s s d e Co o l Ca l / m Bo r e d J W a r m Fu z y z e• Now we can go beyond stated and Cu r i u s / I n t r s t d o e e e a l Su r p r i e d / s o u Ha p p y Am a z e d s / w s i h T Co n f u s e d u f l r u Di a p p o i t e d s n s t Wo r r i d / e Co d c e r n e n I n s p i r e d / Al o f / o Op t i mi t i c s Fe e l Su p e r i r o L o v Em b a r r a s s d / s a me d G u e Ah / t l i e H a r mo n y / At t r a c t i n o / Co n n e c t i n A o Ch a r m e d accessible emotions (feelings) to Ap p r e c i t e d / a Sp e c i l a I n t i i a t e md d Up s e t Fr e e / Un r e s t r i t e c d Tu r n e d - o n I r r i a t e d t Sk e p t i a l c Sh o c k e d Di l s i k e those that are unstated and Ha t r e d Co n f i e n c e d Pr o u d / / Se l - Re s p e c t f p u Re l s e d 0% Ex p l i e d / o t Ri p e d - o f f p An g r y / Ou t r a g e d Ea g e r / En t h u s i s t i a c inaccessible• Now we can offer conscious & unconscious understanding for 0% holistic interpretation and better ROI © Ipsos MORI
  25. 25. CAN WE JUST BIN TRADITIONAL RESEARCH THEN? © Ipsos MORI
  26. 26. EXPANSION NOT REPLACEMENT“Bio / Neurometrics are new tools that expand marketinginsights, but do not replace all learning provided by traditionalresearch methods such as survey, qualitative and behaviouralresponse”36 QUESTIONS TO HELP COMMISSION NEUROSCIENCE RESEARCH. COPYRIGHTESOMAR 2012 © Ipsos MORI
  27. 27. THE SCIENCE BIT…. © Ipsos MORI
  28. 28. EMOTIONS EXPERIENCED IN THE BODY Skin Conductance Heart Rate Breathing Motion “My skin tingles with “My heart “It takes my breath “It moves anticipation.” leaps with joy.” away.” me.” © Ipsos MORI
  29. 29. UNDERSTANDING ENGAGEMENT © Ipsos MORI
  30. 30. UNDERSTANDING ENGAGEMENT Autonomic Nervous Approach or Biometric Heart Response System Avoid Belt Arousal & Skin Relevance Conductance Boredom, Respiration Tension, Humor Orientation Motion © Ipsos MORI
  31. 31. UNDERSTANDING ENGAGEMENT Autonomic Nervous Biometric System Belt Combined Emotional Response Engagement © Ipsos MORI
  32. 32. SUPER BOWL 2012 - CHRYSLER © Ipsos MORI
  33. 33. SUPERBOWL 2012 - CHRYSLER © Ipsos MORI
  34. 34. © Ipsos MORI
  35. 35. CHRYSLER ANALYSIS• Biometrics show strong performance• Strong on both cognitive and emotive power• Online activity post Superbowl very strong (search, share, click)• More active feelings• Effect of ensuing controversy over ad and whether political (pro-Obama)• Is it doing more for category than brand? © Ipsos MORI
  36. 36. NEARLY THERE… © Ipsos MORI
  37. 37. COULD A SINGLE WORD CHANGE YOUR REACTION? © Ipsos MORI
  38. 38. “BEFORE” © Ipsos MORI
  39. 39. IN CONCLUSION• … need emotions layered with state of the art conscious and verbal measures• …be open to the possibility that biometrics can be more ‘accurate’ than survey techniques – sometimes• …not necessary all the time• …be aware of context and how this changes perceptions emotionally• Follow Einstein’s dictum!! © Ipsos MORI
  40. 40. THANKS deborah.mccrudden@ipsos.com © Ipsos MORI
  41. 41. TELLING BETTER STORIES TO DELIVER GREATER PERSONAL RESONANCE PETER PEREIRA, DIRECTOR, IPSOS ASI © Ipsos MORI
  42. 42. Exploring Personal Resonance © Ipsos MORI
  43. 43. The True Consumer Point of View © Ipsos MORI
  44. 44. BRAND VIEW STORY © Ipsos MORI
  45. 45. BRAND VIEW STORY © Ipsos MORI
  46. 46. Focus on what can be controlled Uncontrollable Controllable Interactions Interactions © Ipsos MORI
  47. 47. Amendments to theBrand View StoryPositiveNegative © Ipsos MORI
  48. 48. Amendments to theBrand View StoryShort Term Flickr User:Long Term An Honourable German Flickr User: Lewishamdreamer © Ipsos MORI
  49. 49. Low HighEmotional EmotionalRelevance Relevance • Fulfils deep seated values • High personal resonance © Ipsos MORI
  50. 50. Emotions Drive Personal ResonancePersonal Resonance Drives MotivationPurchase Intent 59%“Definitely will buy” 46% 42% 35% 26% 28% 10% 0 1-2 3-4 5-6 7-8 9-10 11+ Emotional Relevance © Ipsos MORI
  51. 51. Emotions are not enough on their own Flickr User: The Paw Project © Ipsos MORI
  52. 52. Personal Resonance Must Connect to the Brand • Emotions not enough on their own • Weak relationship betweenBrand Linkage emotive power and retained brand associations Emotional Impact © Ipsos MORI
  53. 53. Emotional Relevance Greater More Powerful Best Chance of ~combined with~ Personal Brand View Brand Connection Brand Selection Resonance Story © Ipsos MORI
  54. 54. The Aim of the Game Influence how consumers define their Brand View Story Build compelling stories of your own Ones that will resonate at a personal and emotional level and deliver a brand connection © Ipsos MORI
  55. 55. Flickr User:Joe Dunckley © Ipsos MORI
  56. 56. Hovis Bread“As good as it’s ever been” © Ipsos MORI
  57. 57. © Ipsos MORI
  58. 58. Hovis Bread“As good as it’s ever been” © Ipsos MORI
  59. 59. Establishing the Story Idea 1974 2008 Old Fashioned © Ipsos MORI
  60. 60. How Brands Can Tell Great StoriesRootsRelevance & ReverbRemarkableRally CryRipple © Ipsos MORI
  61. 61. Establishing the Story Idea – “Roots” 1974 2008 Old Fashioned Trusted Baking Credentials © Ipsos MORI
  62. 62. Establishing the Story Idea – “Relevancy, Reverb & Ripple” Relevancy Compelling facts “It [TV] simply says I want to create an emotional resonance Reverb with my audience. I don’t want to tell them Attaching these facts to a social truth anything; I just want them to feel something” - David Golding, Adam Ripple & Eve Support through all marketing streams © Ipsos MORI
  63. 63. Establishing the Story Idea – “Remarkable, Rally Cry” Remarkable Standout messages and imagery Rally Cry Give a clear objective to the subject © Ipsos MORI
  64. 64. Low HighPersonal PersonalResonance Resonance © Ipsos MORI
  65. 65. ConclusionWhen people consider brands, they do so based on how muchpersonal resonance is in their “brand view story” at that timeBrand owners can improve the chances of these “brand viewstories” having more personal resonance for the consumer bytelling better stories © Ipsos MORI
  66. 66. QUESTIONS? © Ipsos MORI

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