FullAID is THE perfect tool for advertisers willing to get a fast and accurate understanding of their market

1. aid May, 2005 aid l l

2. Ask yourselves… Do you feel safe with your Communication Approach? Is your positioning based on knowledge of the consumer?

3. Ask yourselves… Do you really know what your consumer is thinking of your brand? Are you certain that your messages reach the right consumer?

4. What do we really do? Most of the times, we answer these questions and formulate our communication approach and messages based on personal assumptions that we haven’t tested and do not really know if they are correct

11. A. DESK RESEARCH

13. B. QUALITATIVE RESEARCH

17. The sample Consumers of the brand & competition

19. C. SEMIOTICS

26. THE RESULTS

27. Desired effects for the brand Threshold Branding “ The sign above the door” Functional Branding “ Design, products & services” Image Branding “ External Communication” Experience Branding “ Brand as an experience” Time/Difficulty We exist We produce, we offer We are, we make you feel We have a universe of our own and we invite you in Providing an enticing experiential universe….

29. emotions textures Sounds & music dispositions images rythms αισθητική typography Logos colours προδιαθέσεις Ideas & thoughts expressions character intuitions memories agonies tastes Moments in time dreams visions motives Some Aspects of a Branded Experience faces smells