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The Power of the Dark Side
Motivation, Positioning and the Seven Deadly Sins
Shobha Prasad – Drshti Strategic Research Services
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
The power of the dark side
Motivation, Positioning &
The Seven Deadly Sins
By Shobha Prasad
Drshti Strategic Research Services Pvt. Ltd.
Presented at
ESOMAR Qualitative Conference, Valencia, 2013
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Plato’s Chariot Allegory
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Gluttony
The Church regarded the most
powerful of these passions as Sins…
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
A Framework of Passion and Control
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
“ Man is a Rational ”Animal
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
“ Man is a Rational ”Animal
Gluttony
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Gluttony
We went in with these thoughts…
We can evolve a framework around the
Seven Passions for use in brand
development and communication
Successful Brands directly address these
passions
The “Seven Deadly Sins” encapsulate
powerful passions that drive behaviour
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
20 One on One Interviews with young working
adults in Mumbai & Delhi
The journey
Literature survey +
Discussions with industry experts +
Study of positioning and communication of
successful brands
= Construct formation
= Construct ratification +
Methodology development
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
The
Wheel of
Sin
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
“PHYSIOLOGICAL
SINS”
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Lust
Intense yearning
Consummation
Deep and possessive
relationship
Enslavement of the soul.
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Lust
Intense yearning
Consummation
Deep and possessive
relationship
Enslavement of the soul.
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTON
Y
SLOTH
ANGER
PRIDE
Gluttony is
unbridled, excessive
consumption
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Gluttony is
unbridled, excessive
consumption
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Gluttony is
unbridled, excessive
consumption
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Gluttony is
unbridled, excessive
consumption
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTON
Y
SLOTH
ANGER
PRIDESloth
Renunciation of
responsibility
Retreat into
listlessness and
blissful absence of
thought
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Sloth
Renunciation of
responsibility
Retreat into
listlessness and
blissful absence of
thought
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Anger is also
about uprising, rebellion
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
“PHYSIOLOGICAL
SINS”
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
SOCIAL SINS
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Avarice
Aggression, plunder, a voracious
appetite and victory to garner spoils
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Avarice
Aggression, plunder, a voracious
appetite and victory to garner spoils
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Avarice
Aggression, plunder, a voracious
appetite and victory to garner spoils
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Hubris
Self-love, Narcissism
Unshakeable self-belief
Arrogance
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Envy …
Pain caused by the good
fortune of others
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Envy …
Pain caused by the good
fortune of others
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Envy …
Pain caused by the good
fortune of others
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
The
Wheel of
Sin
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Guilt accompanies
excess
For every sinful behaviour there
is an equal and opposite
expiatory behaviour
“Angel Behaviors”
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Devil
Pride
Envy
Anger
Lust
Gluttony
Sloth
Angel
Humility
Compassion
Peace
Chastity
Abstinence
Alacrity/ Diligence
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Devil
Pride
Envy
Anger
Lust
Gluttony
Sloth
Angel
Humility
Compassion
Peace
Chastity
Abstinence
Alacrity/ Diligence
Balance
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
The Wheel of Virtue
The
Wheel
of Sin
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Devil
Pride
Envy
Anger
Lust
Gluttony
Sloth
Angel
Humility
Compassion
Peace
Chastity
Abstinence
Alacrity/ Diligence
Balance
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
The Wheel of Virtue
The
Wheel
of Sin
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
S O C I A L
P H Y S I O L O G I C A L
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Food
“Craving” foods
Daily foods
Addictive
indulgence
Dieting, exercise,
health foods
Relaxing foods
Protein/Growth/
Energy Foods
Rebellious /
spicy
Cooling/
soothing
foods
Gourmet
foods
Mass, affordable foods
More for me
Gifting, sharing
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
ABSTINENCE
The Passion Wheel
and BRAND
POSITIONING
CHOCOLATE
CHOCOLATE
ALLURE
CHOCOLATE
EXCESS
CHOCOLATE
BREAK
GOURMET RANGE
CHOCOLATE
ENERGY
DIET CHOCOLATE
SPREAD THE
CHOCOLATE
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
ABSTINENCE
CHOCOLATE
The Passion Wheel
and POSITIONING/
ARCHITECTURE
GOURMET
CHOCOLATE
FRUGAL
CHOCOLATE
CHOCOLATE
EXCESS
ESCAPE INTO
CHOCOLATE
ALLURING
CHOCOLATE
New product,
positioning
ideas…
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Social network
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Social network spaces
Exclusive
Network
Protest
network
Network for
relaxation
Compulsive
Collectors
Network
Romantic
Network
Network of
Peace
Philanthropic
Network
All about
Me
Network for
sharing
Action
Network
Network for
the Insatiable
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Exclusive
Network
Protest
network
Network for
relaxation
Compulsive
Collectors
Network
Romantic
Network
Network of
Peace
Philanthropic
Network
All about
Me
Network for
sharing
Action
Network
Network for
the Insatiable
Social network spaces
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
ABSTINENCE
Pride /Envy
Humility/ compassion
Chastity Lust
Pride /Envy
Humility/ compassion
Abstinence Gluttony
Pride /Envy
Humility/ compassion
Alacrity/
diligence
Sloth
Pride /Envy
Humility/ compassion
Pacificism Anger
GOING FORWARD…
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
THE
PASSION
WHEEL
1. What are the category spaces?
2. What space does your brand occupy?
3. What spaces do other brands occupy?
4. How do you sharpen your stance?
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
The Passion Wheel can help…
BRAND POSITIONING
FORMULATE HARD HITTING
COMMUNICATION
BRAND ARCHITECTURE, BRAND
PORTFOLIO
THE
PASSION
WHEEL
IDEATION FOR NEW PLATFORMS,
PRODUCTS
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
14 PASSION
STATEMENTS
FREE FLOW EMOTIONS,
EXPRESSIONS,
ANECDOTES
Passion P14 Interviews
METAPHORICAL INPUTS
USING PICTURES
Passion lies close to
the surface
Probe for Passion
strength, content
Avoid
rationalisations
ANALYSED FOR PASSION CONTENT, MAPPED ON
PASSION WHEEL USING EMERGING CODES
METHODOLOGY
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
“ … when genuine passion moves you, say
what you've got to say, and say it hot”
D H Lawrence
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Thank You
Shobha Prasad
Drshti Strategic Research Services
India
2014 Platinum Sponsor April Series Sponsor
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
The Sponsors for this Event
2014 Platinum Sponsor April Series Sponsor
If you are interested in sponsoring a future NewMR event
Email Michele.Poynter@TheFuturePlace.com
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Q & A
Shobha Prasad
Drshti Strategic Research Services
2014 Platinum Sponsor April Series Sponsor
Ray Poynter
The Future Place

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Shobha Prasad-April lecture series - 2014

  • 1. 2014 Platinum Sponsor April Series Sponsor The Power of the Dark Side Motivation, Positioning and the Seven Deadly Sins Shobha Prasad – Drshti Strategic Research Services
  • 2. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 The power of the dark side Motivation, Positioning & The Seven Deadly Sins By Shobha Prasad Drshti Strategic Research Services Pvt. Ltd. Presented at ESOMAR Qualitative Conference, Valencia, 2013
  • 3. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 4. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Plato’s Chariot Allegory
  • 5. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Gluttony The Church regarded the most powerful of these passions as Sins…
  • 6. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 A Framework of Passion and Control
  • 7. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 “ Man is a Rational ”Animal
  • 8. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 “ Man is a Rational ”Animal Gluttony
  • 9. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Gluttony We went in with these thoughts… We can evolve a framework around the Seven Passions for use in brand development and communication Successful Brands directly address these passions The “Seven Deadly Sins” encapsulate powerful passions that drive behaviour
  • 10. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 20 One on One Interviews with young working adults in Mumbai & Delhi The journey Literature survey + Discussions with industry experts + Study of positioning and communication of successful brands = Construct formation = Construct ratification + Methodology development
  • 11. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE The Wheel of Sin Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 12. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE “PHYSIOLOGICAL SINS” Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 13. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Lust Intense yearning Consummation Deep and possessive relationship Enslavement of the soul.
  • 14. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 15. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 16. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Lust Intense yearning Consummation Deep and possessive relationship Enslavement of the soul.
  • 17. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTON Y SLOTH ANGER PRIDE Gluttony is unbridled, excessive consumption
  • 18. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Gluttony is unbridled, excessive consumption
  • 19. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Gluttony is unbridled, excessive consumption
  • 20. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Gluttony is unbridled, excessive consumption Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 21. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTON Y SLOTH ANGER PRIDESloth Renunciation of responsibility Retreat into listlessness and blissful absence of thought
  • 22. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Sloth Renunciation of responsibility Retreat into listlessness and blissful absence of thought Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 23. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE
  • 24. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE
  • 25. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE
  • 26. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Anger is also about uprising, rebellion
  • 27. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 28. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 29. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE “PHYSIOLOGICAL SINS” Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 30. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE SOCIAL SINS Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 31. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Avarice Aggression, plunder, a voracious appetite and victory to garner spoils
  • 32. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Avarice Aggression, plunder, a voracious appetite and victory to garner spoils
  • 33. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Avarice Aggression, plunder, a voracious appetite and victory to garner spoils
  • 34. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 35. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 36. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Hubris Self-love, Narcissism Unshakeable self-belief Arrogance Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 37. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 38. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 39. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 40. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 41. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Envy … Pain caused by the good fortune of others Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 42. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Envy … Pain caused by the good fortune of others Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 43. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Envy … Pain caused by the good fortune of others Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 44. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE The Wheel of Sin
  • 45. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Guilt accompanies excess For every sinful behaviour there is an equal and opposite expiatory behaviour “Angel Behaviors”
  • 46. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 47. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 48. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 49. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Devil Pride Envy Anger Lust Gluttony Sloth Angel Humility Compassion Peace Chastity Abstinence Alacrity/ Diligence
  • 50. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Devil Pride Envy Anger Lust Gluttony Sloth Angel Humility Compassion Peace Chastity Abstinence Alacrity/ Diligence Balance ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE The Wheel of Virtue The Wheel of Sin
  • 51. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Devil Pride Envy Anger Lust Gluttony Sloth Angel Humility Compassion Peace Chastity Abstinence Alacrity/ Diligence Balance ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE The Wheel of Virtue The Wheel of Sin
  • 52. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 S O C I A L P H Y S I O L O G I C A L
  • 53. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Food “Craving” foods Daily foods Addictive indulgence Dieting, exercise, health foods Relaxing foods Protein/Growth/ Energy Foods Rebellious / spicy Cooling/ soothing foods Gourmet foods Mass, affordable foods More for me Gifting, sharing
  • 54. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE ABSTINENCE The Passion Wheel and BRAND POSITIONING CHOCOLATE CHOCOLATE ALLURE CHOCOLATE EXCESS CHOCOLATE BREAK GOURMET RANGE CHOCOLATE ENERGY DIET CHOCOLATE SPREAD THE CHOCOLATE
  • 55. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE ABSTINENCE CHOCOLATE The Passion Wheel and POSITIONING/ ARCHITECTURE GOURMET CHOCOLATE FRUGAL CHOCOLATE CHOCOLATE EXCESS ESCAPE INTO CHOCOLATE ALLURING CHOCOLATE New product, positioning ideas…
  • 56. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Social network Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 57. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Social network spaces Exclusive Network Protest network Network for relaxation Compulsive Collectors Network Romantic Network Network of Peace Philanthropic Network All about Me Network for sharing Action Network Network for the Insatiable
  • 58. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE Exclusive Network Protest network Network for relaxation Compulsive Collectors Network Romantic Network Network of Peace Philanthropic Network All about Me Network for sharing Action Network Network for the Insatiable Social network spaces
  • 59. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 ENVY GREED LUST GLUTTONY SLOTH ANGER PRIDE ABSTINENCE Pride /Envy Humility/ compassion Chastity Lust Pride /Envy Humility/ compassion Abstinence Gluttony Pride /Envy Humility/ compassion Alacrity/ diligence Sloth Pride /Envy Humility/ compassion Pacificism Anger GOING FORWARD…
  • 60. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 THE PASSION WHEEL 1. What are the category spaces? 2. What space does your brand occupy? 3. What spaces do other brands occupy? 4. How do you sharpen your stance?
  • 61. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 The Passion Wheel can help… BRAND POSITIONING FORMULATE HARD HITTING COMMUNICATION BRAND ARCHITECTURE, BRAND PORTFOLIO THE PASSION WHEEL IDEATION FOR NEW PLATFORMS, PRODUCTS
  • 62. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 14 PASSION STATEMENTS FREE FLOW EMOTIONS, EXPRESSIONS, ANECDOTES Passion P14 Interviews METAPHORICAL INPUTS USING PICTURES Passion lies close to the surface Probe for Passion strength, content Avoid rationalisations ANALYSED FOR PASSION CONTENT, MAPPED ON PASSION WHEEL USING EMERGING CODES METHODOLOGY
  • 63. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 “ … when genuine passion moves you, say what you've got to say, and say it hot” D H Lawrence Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014
  • 64. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Thank You Shobha Prasad Drshti Strategic Research Services India 2014 Platinum Sponsor April Series Sponsor
  • 65. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 The Sponsors for this Event 2014 Platinum Sponsor April Series Sponsor If you are interested in sponsoring a future NewMR event Email Michele.Poynter@TheFuturePlace.com
  • 66. Shobha Prasad, Drshti Strategic Research Services, India April Lecture Series 2014 Q & A Shobha Prasad Drshti Strategic Research Services 2014 Platinum Sponsor April Series Sponsor Ray Poynter The Future Place