DEFINING PRODUCTIVITY6.27.11Goodby, Silverstein & Partners HP P
1. Defining and mapping productivity statements.2. Boiling down statements to single words.3. Smartphone market mapping ex...
DEFINING AND MAPPINGPRODUCTIVITY STATEMENTSGoodby, Silverstein & Partners HP P
Increased Speed Increased QualityProductivityIncreased SkillIncreased TimeProductivity can mean a lot of things.Goodby, Si...
Increased Speed Increased QualityProductivityIncreased SkillIncreased TimeWhat are the least consumer-friendly benefits?•M...
Increased QualityProductivityIncreased Time•The highest standard unto whichpersonal performance is judged.• Is a reward in...
Better productivity gives me the ability to rest when I choose.Better productivity means I will outcompete my rivals.Bette...
Personal LifeProfessional LifeRational EmotionalDEFINING AXISES
Personal LifeProfessional LifeRational EmotionalBetter productivity means I willserve the needs of others I love.Better pr...
BOILING DOWN STATEMENTSGoodby, Silverstein & Partners HP P
Better productivity means Iwill be better at what I do.Better productivity means I willinspire others to be better too.Bet...
ProactiveComraderyVictoryUnstoppablePersonal LifeProfessional LifeRational EmotionalPlayCompetitiveExceptionalRestDutyRENA...
SMARTPHONE MARKETMAPPING EXAMPLEGoodby, Silverstein & Partners HP P
55+20%14%13%10%1%18-2431%25%21%3%3%25-3429%28%16%6%6%35-4432%18%14%13%5%45-5532%19%9%7%5%BRAND PREFERENCE BY AGE REVEALS B...
EXAMINING COMPETITORS MESSAGING AGAINST TARGET“There has been an evolution.”“Technology should disappear.”“Act on inspirat...
Victory UnstoppablePlayExceptionalRest Duty CompetitiveMAPPING LIFE STAGE TO OUR PRODUCTIVITY AXISESGoodby, Silverstein & ...
Goodby, Silverstein & Partners HP PComraderyVictoryUnstoppablePersonal LifeProfessional LifeRational EmotionalPlayCompetit...
ComraderyVictoryUnstoppablePersonal LifeProfessional LifeRational EmotionalPlayCompetitiveDutyExceptionalRestCOMPETITORSHT...
POSSIBLE WHITE SPACES FOR HPGoodby, Silverstein & Partners HP P
ComraderyVictoryUnstoppablePlayCompetitiveDutyExceptionalRestHTC, GOOGLE NEXUSANDROIDAPPLEBLACKBERRYInspiringProactiveInsp...
ProactiveComraderyVictoryUnstoppablePersonal LifeProfessional LifeRational EmotionalPlayCompetitiveDutyExceptionalRestThe ...
WHITE SPACE PRODUCTIVITY STATEMENTSTechnology ForThe Higher Good“Productivity is unlockingabilities you never knew you had...
Technology ForThe Higher GoodRECOMMENDATION“Productivity is unlockingabilities you never knew you had.”“Productivity is pr...
InspiringComraderyVictoryUnstoppablePlayCompetitiveDutyExceptionalRestPRODUCTIVITYHTC, GOOGLE NEXUSANDROIDAPPLEHP ?Proacti...
HP“Productivity is unlocking abilities you never knew you had.”WHY?ARTICULATING THE OPPORTUNITY SPACEUniversalOptimistic m...
THANKSGoodby, Silverstein & Partners HP P
Upcoming SlideShare
Loading in …5
×

Productivity: A Semantic Breakdown

267 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
267
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Productivity: A Semantic Breakdown

  1. 1. DEFINING PRODUCTIVITY6.27.11Goodby, Silverstein & Partners HP P
  2. 2. 1. Defining and mapping productivity statements.2. Boiling down statements to single words.3. Smartphone market mapping example.4. Looking at whitespace opportunities in productivity messaging.Goodby, Silverstein & Partners HP PTable Of Contents
  3. 3. DEFINING AND MAPPINGPRODUCTIVITY STATEMENTSGoodby, Silverstein & Partners HP P
  4. 4. Increased Speed Increased QualityProductivityIncreased SkillIncreased TimeProductivity can mean a lot of things.Goodby, Silverstein & Partners HP P
  5. 5. Increased Speed Increased QualityProductivityIncreased SkillIncreased TimeWhat are the least consumer-friendly benefits?•Mechanical, people don‟twant to be judged as machines.•Overclaimed in category.•People don‟t always learnskills because they want to.•Reminds people of drudgery of work.Goodby, Silverstein & Partners HP P
  6. 6. Increased QualityProductivityIncreased Time•The highest standard unto whichpersonal performance is judged.• Is a reward in itself for a job well done.•The most valuable commodity to a person.• Is the most human aspect of productivity.What are the most consumer-friendly benefits?Goodby, Silverstein & Partners HP PIncreased SpeedIncreased Skill
  7. 7. Better productivity gives me the ability to rest when I choose.Better productivity means I will outcompete my rivals.Better productivity means I will have more time to play.Better productivity means I will be elite and ahead of the curve.Better productivity means I have time to be proactive.Better productivity means I will be better at what I do.Better productivity means I will inspire others to be better too.Better productivity means I will form a tighter bond with my work team.Better productivity means I will win.Better productivity means I will serve the needs of others I love.Brainstorm: Increased Time & Increased QualityGoodby, Silverstein & Partners HP PGENERATING BENEFIT STATMENTS
  8. 8. Personal LifeProfessional LifeRational EmotionalDEFINING AXISES
  9. 9. Personal LifeProfessional LifeRational EmotionalBetter productivity means I willserve the needs of others I love.Better productivity meansI will be better at what Ido.Better productivitygives me the ability torest when I choose.Better productivity means I willoutcompete my rivals.Better productivity means I willform a tighter bond with my workteam.Better productivitymeans I will win.Better productivity means I willhave more time to play.Better productivity means I willbe elite and ahead of thecurve.MAPPING STATEMENTSBetter productivity means I willinspire others to be better too.Better productivity means I willhave time to be proactive.
  10. 10. BOILING DOWN STATEMENTSGoodby, Silverstein & Partners HP P
  11. 11. Better productivity means Iwill be better at what I do.Better productivity means I willinspire others to be better too.Better productivity means I willform a tighter bond with my workteam.Better productivity means I willwin.Better productivity means I willserve the needs of others I love.Better productivity gives me theability to rest when I choose.Better productivity means I willoutcompete my rivals.Better productivity means I willhave more time to play.Better productivity means I will beelite and ahead of the curve.Better productivity means Ihave time to be proactive.ExceptionalRestInspiringVictoryPlayComraderyUnstoppableCompetitiveDutyProactiveGoodby, Silverstein & Partners HP PBOILING STATEMENTS TO A SINGLE WORD
  12. 12. ProactiveComraderyVictoryUnstoppablePersonal LifeProfessional LifeRational EmotionalPlayCompetitiveExceptionalRestDutyRENAMING STATEMENTSInspiring
  13. 13. SMARTPHONE MARKETMAPPING EXAMPLEGoodby, Silverstein & Partners HP P
  14. 14. 55+20%14%13%10%1%18-2431%25%21%3%3%25-3429%28%16%6%6%35-4432%18%14%13%5%45-5532%19%9%7%5%BRAND PREFERENCE BY AGE REVEALS BIG TRENDSWho owns what phone?Source: Mintel Report “Mobile Phones” February 2011Smartphone Lifestage Facts• Consumers with two or more children in the household are twice as likely to own a BlackBerry than an iPhone, Blackberry leads in 35+• Android is not only the most used smartphone platform in 18-24, but also the most aspired-to phone in 18-24• Apple leads in households making more than $150k across all segments, suggesting premium positioning• Over 50% of 25-34 own a smartphone with Apple‟s iPhone being the most desired device.Goodby, Silverstein & Partners HP P
  15. 15. EXAMINING COMPETITORS MESSAGING AGAINST TARGET“There has been an evolution.”“Technology should disappear.”“Act on inspiration.” “Love your style.”Goodby, Silverstein & Partners HP P
  16. 16. Victory UnstoppablePlayExceptionalRest Duty CompetitiveMAPPING LIFE STAGE TO OUR PRODUCTIVITY AXISESGoodby, Silverstein & Partners HP PMore Youthful/EmotionalMore Mature/Rational
  17. 17. Goodby, Silverstein & Partners HP PComraderyVictoryUnstoppablePersonal LifeProfessional LifeRational EmotionalPlayCompetitiveDutyExceptionalRestMORE MATUREMORE YOUTHFULLIFE STAGEProactiveInspiring
  18. 18. ComraderyVictoryUnstoppablePersonal LifeProfessional LifeRational EmotionalPlayCompetitiveDutyExceptionalRestCOMPETITORSHTC, GOOGLE NEXUSANDROIDAPPLEBLACKBERRYProactiveInspiringGoodby, Silverstein & Partners HP PMORE MATUREMORE YOUTHFUL
  19. 19. POSSIBLE WHITE SPACES FOR HPGoodby, Silverstein & Partners HP P
  20. 20. ComraderyVictoryUnstoppablePlayCompetitiveDutyExceptionalRestHTC, GOOGLE NEXUSANDROIDAPPLEBLACKBERRYInspiringProactiveInspiringGoodby, Silverstein & Partners HP PWHITE SPACES?MORE MATUREMORE YOUTHFULPersonal LifeProfessional LifeRational EmotionalBLACKBERRY
  21. 21. ProactiveComraderyVictoryUnstoppablePersonal LifeProfessional LifeRational EmotionalPlayCompetitiveDutyExceptionalRestThe Workplace EnergizingPersonal DiscoveryTechnology ForThe Higher GoodProfessional-gradeExperienceInspiringInspiringGoodby, Silverstein & Partners HP PDEFINING WHITE SPACES
  22. 22. WHITE SPACE PRODUCTIVITY STATEMENTSTechnology ForThe Higher Good“Productivity is unlockingabilities you never knew you had.”The Workplace EnergizingPersonal DiscoveryProfessional-gradeExperienceGoodby, Silverstein & Partners HP P“Better productivity means I will servethe needs of others I love.”“Productivity is premium.”
  23. 23. Technology ForThe Higher GoodRECOMMENDATION“Productivity is unlockingabilities you never knew you had.”“Productivity is premium.”The Workplace EnergizingPersonal DiscoveryProfessional-gradeExperienceGoodby, Silverstein & Partners HP P“Better productivity means I will servethe needs of others I love.”
  24. 24. InspiringComraderyVictoryUnstoppablePlayCompetitiveDutyExceptionalRestPRODUCTIVITYHTC, GOOGLE NEXUSANDROIDAPPLEHP ?ProactiveGoodby, Silverstein & Partners HP PPersonal LifeProfessional LifeRational EmotionalBLACKBERRYMORE MATUREMORE YOUTHFUL
  25. 25. HP“Productivity is unlocking abilities you never knew you had.”WHY?ARTICULATING THE OPPORTUNITY SPACEUniversalOptimistic message appeals to youthful spirit and older professionals alike.Creatively inspiringHow could HP and webOS reinvent the workplace? Could we expand the notion of „works like nothing else?Connected To Product BenefitwebOS is designed to work way you think, unlocking a new way of working.On BrandWill not alienate our enterprise business core with over-the-top emotional marketing.The Workplace EnergizingPersonal DiscoveryGoodby, Silverstein & Partners HP P
  26. 26. THANKSGoodby, Silverstein & Partners HP P

×