How Stories Build Brands and Change Behavior
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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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How Stories Build Brands and Change Behavior
- 1. ONCE UPON A BRAND April 19th, 2012 Ā© Ipsos MORI
- 2. Our Speakers Todayā¦ Dr. Nick Southgate Deborah McCrudden Peter Pereira Ā© Ipsos MORI
- 3. #brandstories @IpsosASIUK Ā© Ipsos MORI
- 4. HOW STORIES BUILD BRANDS & CHANGE BEHAVIOUR NICK SOUTHGATE Ā© Ipsos MORI
- 5. āA genius is a guy like Norman Einsteinā Jo Theismann Ā© Ipsos MORI
- 8. Source: www.whoateallthepies.tv Ā© Ipsos MORI
- 10. Ā© Ipsos MORI
- 11. Ā© Ipsos MORI
- 12. THANK YOU Ā© Ipsos MORI
- 13. UP CLOSE AND EMOTIONAL DEBORAH MCCRUDDEN, MANAGING DIRECTOR, IPSOS ASI Ā© Ipsos MORI
- 14. EMOTIONS ARE IMPORTANT ā¢ Not just feelings ā¢ Physiological responses throughout the brain and body ā¢ Activities in limbic system ā¢ Trigger physiological autonomic responses in the heart, skin, face, etc Ā© Jill Greenberg ā 2006 (End Times) Ā© Ipsos MORI
- 15. EMOTIONS CAN BE EXTREMEā¦ Ā© Jill Greenberg ā 2006 (End Times) Ā© Ipsos MORI
- 16. ā¦ AND SUBTLE Ā© Jill Greenberg ā 2006 (End Times) Ā© Ipsos MORI
- 17. EMOTIONS ARE EASY TO EVOKEā¦ Ā© Jill Greenberg ā 2006 (End Times) Ā© Ipsos MORI
- 18. ā¦BUT HARDER TO VALIDATE Ā© Jill Greenberg ā 2006 (End Times) Ā© Ipsos MORI
- 19. WHY DO WE CARE ABOUT EMOTIONS? ā¢ It defines RELEVANCE ā¢ Tells us which information ENGAGESā¦ ā¢ ā¦And which is IGNORED ā¢ Directs ATTENTION, enhances MEMORY and learning ā¢ And INFLUENCES BEHAVIOUR Ā© Ipsos MORI
- 20. WE STILL NEED TO KNOW WHAT PEOPLE SAY AND DO (CONSCIOUS) Survey Conversations Social Listening Behaviour Ā© Ipsos MORI
- 21. BUT NOW WE ALSO KNOW HOW THEY ACTUALLY FEEL (UNCONSCIOUS) Brain Biometrics/ Waves Eye Tracking Facial Implicit Expressions/ Associations Body Language (IAT TESTS) Ā© Ipsos MORI
- 22. WHY ADD NEUROSCIENCE? Ā© Ipsos MORI
- 23. BECAUSE IT TELLS US SAYS SOMETHING EXTRA Ā© Ipsos MORI
- 24. BEST OF BOTH WORLDS ā¢ Ipsos has provided self-report measures of emotion for several years. These are just the beginningā¦ 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 ā¢ 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 ā¢ Now we can offer conscious & unconscious understanding for 0% holistic interpretation and better ROI Ā© Ipsos MORI
- 25. CAN WE JUST BIN TRADITIONAL RESEARCH THEN? Ā© Ipsos MORI
- 26. EXPANSION NOT REPLACEMENT āBio / Neurometrics are new tools that expand marketing insights, but do not replace all learning provided by traditional research methods such as survey, qualitative and behavioural responseā 36 QUESTIONS TO HELP COMMISSION NEUROSCIENCE RESEARCH. COPYRIGHT ESOMAR 2012 Ā© Ipsos MORI
- 27. THE SCIENCE BITā¦.ļ Ā© Ipsos MORI
- 28. EMOTIONS EXPERIENCED IN THE BODY Skin Conductance Heart Rate Breathing Motion āMy skin tingles with āMy heart āIt takes my breath āIt moves anticipation.ā leaps with joy.ā away.ā me.ā Ā© Ipsos MORI
- 29. UNDERSTANDING ENGAGEMENT Ā© Ipsos MORI
- 30. UNDERSTANDING ENGAGEMENT Autonomic Nervous Approach or Biometric Heart Response System Avoid Belt Arousal & Skin Relevance Conductance Boredom, Respiration Tension, Humor Orientation Motion Ā© Ipsos MORI
- 31. UNDERSTANDING ENGAGEMENT Autonomic Nervous Biometric System Belt Combined Emotional Response Engagement Ā© Ipsos MORI
- 32. SUPER BOWL 2012 - CHRYSLER Ā© Ipsos MORI
- 33. SUPERBOWL 2012 - CHRYSLER Ā© Ipsos MORI
- 34. Ā© Ipsos MORI
- 35. CHRYSLER ANALYSIS ā¢ Biometrics show strong performance ā¢ Strong on both cognitive and emotive power ā¢ Online activity post Superbowl very strong (search, share, click) ā¢ More active feelings ā¢ Effect of ensuing controversy over ad and whether political (pro-Obama) ā¢ Is it doing more for category than brand? Ā© Ipsos MORI
- 36. NEARLY THEREā¦ Ā© Ipsos MORI
- 37. COULD A SINGLE WORD CHANGE YOUR REACTION? Ā© Ipsos MORI
- 38. āBEFOREā Ā© Ipsos MORI
- 39. IN CONCLUSION ā¢ ā¦ need emotions layered with state of the art conscious and verbal measures ā¢ ā¦be open to the possibility that biometrics can be more āaccurateā than survey techniques ā sometimes ā¢ ā¦not necessary all the time ā¢ ā¦be aware of context and how this changes perceptions emotionally ā¢ Follow Einsteinās dictum!! Ā© Ipsos MORI
- 40. THANKS deborah.mccrudden@ipsos.com Ā© Ipsos MORI
- 41. TELLING BETTER STORIES TO DELIVER GREATER PERSONAL RESONANCE PETER PEREIRA, DIRECTOR, IPSOS ASI Ā© Ipsos MORI
- 42. Exploring Personal Resonance Ā© Ipsos MORI
- 43. The True Consumer Point of View Ā© Ipsos MORI
- 44. BRAND VIEW STORY Ā© Ipsos MORI
- 45. BRAND VIEW STORY Ā© Ipsos MORI
- 46. Focus on what can be controlled Uncontrollable Controllable Interactions Interactions Ā© Ipsos MORI
- 47. Amendments to the Brand View Story Positive Negative Ā© Ipsos MORI
- 48. Amendments to the Brand View Story Short Term Flickr User: Long Term An Honourable German Flickr User: Lewishamdreamer Ā© Ipsos MORI
- 49. Low High Emotional Emotional Relevance Relevance ā¢ Fulfils deep seated values ā¢ High personal resonance Ā© Ipsos MORI
- 50. Emotions Drive Personal Resonance Personal Resonance Drives Motivation Purchase Intent 59% āDefinitely will buyā 46% 42% 35% 26% 28% 10% 0 1-2 3-4 5-6 7-8 9-10 11+ Emotional Relevance Ā© Ipsos MORI
- 51. Emotions are not enough on their own Flickr User: The Paw Project Ā© Ipsos MORI
- 52. Personal Resonance Must Connect to the Brand ā¢ Emotions not enough on their own ā¢ Weak relationship between Brand Linkage emotive power and retained brand associations Emotional Impact Ā© Ipsos MORI
- 53. Emotional Relevance Greater More Powerful Best Chance of ~combined with~ Personal Brand View Brand Connection Brand Selection Resonance Story Ā© Ipsos MORI
- 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 Ā© Ipsos MORI
- 55. Flickr User: Joe Dunckley Ā© Ipsos MORI
- 56. Hovis Bread āAs good as itās ever beenā Ā© Ipsos MORI
- 57. Ā© Ipsos MORI
- 58. Hovis Bread āAs good as itās ever beenā Ā© Ipsos MORI
- 59. Establishing the Story Idea 1974 2008 Old Fashioned Ā© Ipsos MORI
- 60. How Brands Can Tell Great Stories Roots Relevance & Reverb Remarkable Rally Cry Ripple Ā© Ipsos MORI
- 61. Establishing the Story Idea ā āRootsā 1974 2008 Old Fashioned Trusted Baking Credentials Ā© Ipsos MORI
- 62. Establishing the Story Idea ā āRelevancy, Reverb & Rippleā Relevancy Compelling facts āIt [TV] simply says I want to create an emotional resonance Reverb with my audience. I donāt want to tell them Attaching these facts to a social truth anything; I just want them to feel somethingā - David Golding, Adam Ripple & Eve Support through all marketing streams Ā© Ipsos MORI
- 63. Establishing the Story Idea ā āRemarkable, Rally Cryā Remarkable Standout messages and imagery Rally Cry Give a clear objective to the subject Ā© Ipsos MORI
- 64. Low High Personal Personal Resonance Resonance Ā© Ipsos MORI
- 65. Conclusion When people consider brands, they do so based on how much personal resonance is in their ābrand view storyā at that time Brand owners can improve the chances of these ābrand view storiesā having more personal resonance for the consumer by telling better stories Ā© Ipsos MORI
- 66. QUESTIONS? Ā© Ipsos MORI