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Similar to Orabrush, 6 March 2013
Similar to Orabrush, 6 March 2013 (20)
Orabrush, 6 March 2013
- 2. 6 March 2013 Chad Howland Dave Ellsworth OraBrush: A Love Story
- 4. Gap Analysis for Competitive Advantage Clean Tongue Fresh Breath Do Well Do Poorly Don’t value Do value Show Tangible Proof Demonstrate Need
- 5. Show tangible proof & Demonstrate a need
- 6. Love Group | Swing Group | Hate Group
- 7. People think in metaphors, not in words Crazy Old Doctors Bad breath comes from dirty tongues, not dirty teeth
- 8. Zaltman Metaphor Elicitation Technique Personal Values Personal Benefits Product Benefits Product Features Personal Relevance Bridge PersonalProduct
- 9. Example: Coca Cola Personal Values Personal Benefits Product Benefits Product Features Personal Relevance Bridge PersonalProduct Energy Great, familiar taste Connection: Drinking what friends are drinking
- 10. Objective: Discover love group’s deep connections to Orabrush Personal Values Personal Benefits Product Benefits Product Features Personal Relevance Bridge PersonalProduct Love How does Orabrush speak to the heart?
- 11. Ob-La-Di
- 12. Scrapes tongue Removes gunk Cleans breath No yucky taste Feel clean Part of self-care Nice to family Good wife, mom Values relations Good influence Do job Not annoyed, distracted Fresher breath PersonalValuesPersonalBenefit Product Benefit Product Attributes Bristles Mellie I’m nicer when I’m taking care of myself. Orabrush helps me to take care of myself, but more than that it helps me feel fresh and clean and feel like I’m taking care of myself. I don’t know that I need the OraBrush to be able to take care of myself, but it just makes me feel clean and fresh and nice. And then I’m nicer.
- 13. Safety PersonalValuesPersonalBenefit Product Benefit Product Attributes See results, nastiness Position of strength Barrier removal Social interaction, affiliation Freedom Connection Length Reaches back of tongue Trust Ease of use Confidence in product Less fear of gagging Control Effective, actually cleans Inexpensive Widely available Easy to replace Confidence in availability Comfort Bristles GentleFirm Doesn’t hurt tongue No pain Time saving Stability Consistency Familiarity Scrape gunk See gunk, nasty stuff Solid proof, validation Satisfying Orally hygienic Breath fresher Social Confidence Squeegee Trap gunk Brings happiness Good impression Passing boundaries Better self Removes gunk Cleans breath No yucky taste Feel clean Part of self-care Nice to family Good influence
- 14. Scrape gunk See gunk, nasty stuff Solid proof, validation Satisfying Orally hygienic Breath fresher Social Confidence PersonalValues Product Benefit Product Attributes Squeegee Trap gunk Bristles No distraction Good experience interacting with others Good impression Passing boundaries Philip Better self PersonalBenefit Waking up and all of a sudden you have to talk to people and you don’t have a clean breath, that’s tough for me. When I can at least talk to people without having to be far away from them, I know I can get up close and personal with them, without needing to worry about it, it just makes me feel more confident…it just makes me feel like I’m getting past a boundary.
- 15. Safety PersonalValuesPersonalBenefit Product Benefit Product Attributes See results, nastiness Position of strength Barrier removal Social interaction, affiliation Freedom Connection Length Reaches back of tongue Trust Ease of use Confidence in product Less fear of gagging Control Effective, actually cleans Inexpensive Widely available Easy to replace Confidence in availability Comfort Bristles GentleFirm Doesn’t hurt tongue No pain Time saving Stability Consistency Familiarity Scrape gunk See gunk, nasty stuff Solid proof, validation Satisfying Orally hygienic Breath fresher Social Confidence Squeegee Trap gunk Brings happiness Good impression Passing boundaries Better self Removes gunk Cleans breath No yucky taste Feel clean Part of self-care Nice to family Good influence
- 16. Squeegee PersonalValuesPersonalBenefit Product Benefit Product Attributes Stephen See results, nastiness Confidence Feel fresh Position of strength Barrier removal Social interaction, affiliation Freedom It gives me the confidence and freedom to speak freely without the barrier of bad breath get in the way. It’s like putting on a suit of new clothes—a shell of confidence that’s part of the public face you put out. When that’s aligned with everything else you’re trying to put off, it can erase barriers and help you accomplish what you need to. I have freedom of expression.
- 17. Safety PersonalValuesPersonalBenefit Product Benefit Product Attributes See results, nastiness Position of strength Barrier removal Social interaction, affiliation Freedom Connection Length Reaches back of tongue Trust Ease of use Confidence in product Less fear of gagging Control Effective, actually cleans Inexpensive Widely available Easy to replace Confidence in availability Comfort Bristles GentleFirm Doesn’t hurt tongue No pain Time saving Stability Consistency Familiarity Scrape gunk See gunk, nasty stuff Solid proof, validation Satisfying Orally hygienic Breath fresher Social Confidence Squeegee Trap gunk Brings happiness Good impression Passing boundaries Better self Removes gunk Cleans breath No yucky taste Feel clean Part of self-care Nice to family Good influence
- 18. Squeegee PersonalValuesPersonalBenefit Product Benefit Product Attributes Matthew Trap gunk Confidence Fresh breath Position of strength Barrier removal Social interaction, affiliation Connection The Orabrush is like healing…When everything is right, you don’t think about the painful things. I can connect with other people now. Orabrush makes it okay to jump in and say what you think needs to be said.
- 19. Safety PersonalValuesPersonalBenefit Product Benefit Product Attributes See results, nastiness Position of strength Barrier removal Social interaction, affiliation Freedom Connection Length Reaches back of tongue Trust Ease of use Confidence in product Less fear of gagging Control Effective, actually cleans Inexpensive Widely available Easy to replace Confidence in availability Comfort Bristles GentleFirm Doesn’t hurt tongue No pain Time saving Stability Consistency Familiarity Scrape gunk See gunk, nasty stuff Solid proof, validation Satisfying Orally hygienic Breath fresher Social Confidence Squeegee Trap gunk Brings happiness Good impression Passing boundaries Better self Removes gunk Cleans breath No yucky taste Feel clean Part of self-care Nice to family Good influence
- 20. PersonalValuesPersonalBenefit Product Benefit Product Attributes Social interaction Freedom Connection Trust Bristles Scrape gunk Solid proof, validation Satisfying Orally hygienic Breath fresh Clean Confidence Squeegee Trap gunk Happiness Passing boundaries Better self Cleans breath No yucky taste Nicer, kinder Good influence
- 21. Scrapes tongue Removes gunk Cleans breath No yucky taste Feel clean Part of self-care Nice to family Good wife, mom Values relations Good influence Do job Not annoyed, distracted Fresher breath PersonalValuesPersonalBenefit Product Benefit Product Attributes Bristles Mellie I’m nicer when I’m taking care of myself. Orabrush helps me to take care of myself, but more than that it helps me feel fresh and clean and feel like I’m taking care of myself. I don’t know that I need the OraBrush to be able to take care of myself, but it just makes me feel clean and fresh and nice. And then I’m nicer.
- 22. Scrape gunk See gunk, nasty stuff Solid proof, validation Satisfying Orally hygienic Breath fresher Social Confidence PersonalValues Product Benefit Product Attributes Squeegee Trap gunk Bristles No distraction Good experience interacting with others Good impression Passing boundaries Philip Better self PersonalBenefit Waking up and all of a sudden you have to talk to people and you don’t have a clean breath, that’s tough for me. When I can at least talk to people without having to be far away from them, I know I can get up close and personal with them, without needing to worry about it, it just makes me feel more confident…it just makes me feel like I’m getting past a boundary.
- 23. Squeegee PersonalValuesPersonalBenefit Product Benefit Product Attributes Stephen See results, nastiness Confidence Feel fresh Position of strength Barrier removal Social interaction, affiliation Freedom It gives me the confidence and freedom to speak freely without the barrier of bad breath get in the way. It’s like putting on a suit of new clothes—a shell of confidence that’s part of the public face you put out. When that’s aligned with everything else you’re trying to put off, it can erase barriers and help you accomplish what you need to. I have freedom of expression.
- 24. Squeegee PersonalValuesPersonalBenefit Product Benefit Product Attributes Matthew Trap gunk Confidence Fresh breath Position of strength Barrier removal Social interaction, affiliation Connection The Orabrush is like healing…When everything is right, you don’t think about the painful things. I can connect with other people now. Orabrush makes it okay to jump in and say what you think needs to be said.
- 25. Safety PersonalValuesPersonalBenefit Product Benefit Product Attributes See results, nastiness Position of strength Barrier removal Social interaction, affiliation Freedom Connection Length Reaches back of tongue Trust Ease of use Confidence in product Less fear of gagging Control Effective, actually cleans Inexpensive Widely available Easy to replace Confidence in availability Comfort Bristles GentleFirm Doesn’t hurt tongue No pain Time saving Stability Consistency Familiarity Scrape gunk See gunk, nasty stuff Solid proof, validation Satisfying Orally hygienic Breath fresher Social Confidence Squeegee Trap gunk Brings happiness Good impression Passing boundaries Better self Removes gunk Cleans breath No yucky taste Feel clean Part of self-care Nice to family Good influence
- 26. Love Group Better self Freedom Connection Confidence Passing barriers Social
- 27. Brand Mantra Empowering Confident Breath Consumer Target Social individuals who worry about bad breath Consumer Insight Fresh breath creates confidence and provides freedom from social barriers Consumer Need State Desire for a simple, effective tool for removing bad breath Competitive Product Set Orabrush tongue cleaner and foam Consumer Takeaway *** Orabush gives you clean breath and confidence to face the world free of social barriers Better Self Confidence Connection Images of Freedom Images of Breaking Barriers Confident Tongues Fairly Priced Product Life Bristles & Squeegee Designed For Tongue Visual Results Freedom Proof of bad breath linked to dirty tongue
- 28. Metaphors 1. Connection 2. Freedom 3. Personal expression 4. Transformation 5. Resource 6. The ideal 1. Connection 2. Freedom 3. Personal expression
- 29. Claiming Freedom From Bad Breath
- 44. Bad Breath? Get an OraBrush.
- 46. Recommendations
- 49. Freedom Visual
- 51. Don’t Smell Like a Goat. Clean Your Tongue. Visual
- 52. Clean Tongue = Confident Breath Visual
- 53. Clean your tongue [SOUND OF RAINDROPS] Sounds
- 54. Get that crap out of your mouth [SOUND OF FLUSHING TOILET] Sounds
- 55. Be ye clean [SOUNDS OF SPLASHING WATER] Sounds
- 59. sighing Sounds
- 60. Verbal
- 61. Verbal
- 62. Verbal
- 63. Verbal
- 64. Claiming Freedom From Bad Breath Fin