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Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Tomoko	Yoshida	
Freelance	Researcher	
Fell	in	Love	at	First	Sight		
or	started	as	a	Friend?	
One	hundred	stories		
of	how	customers		
fell	in	love	with	a	brand	
Akiko	Hoshi	
INTAGE
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Love	At	First	Sight	or	Started	As	Friends?	
1.  What	does	this	<tle	mean?	
ü  What	is	Love? What	is	bond? Why	does	the	bond	ma?er?		
2.  RecollecAon,	RepeAAon,	ReflecAon	
ü  Our	(qualita<ve)	method	u<lizing	the	power	of	Oral	storytelling,	which	
transforms	consumers	from	respondents	to	great	storytellers	
ü  Combina<on	of	Cogni<ve	Interview	and	Projec<ve	technique	using	Tarot	
3.  What	does	this	method	bring	us?	
ü  Bonding	Process	
ü  Bonding	Keys
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Your	
Photo	
How	does	Re.Re.Re.	help	companies	to	build	a	stronger	brand?	
Two	processes	of	forming	a	bond	
Seven	bonding	keys	
Building	a	scenario	to	develop	a	bond,	at	different	stages	of	the	rela<onship,	in	
different	life	contexts	
Designing	touchpoints	to	create	brand	experiences	to	foster	a	bond,	based	on	the	
brand’s	bonding	key
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
A	bond	gives	the	brand	a	special	
posiAon	in	customers’	mind	
•  Bring	in	more	revenue	
•  Be	enthusias<c	advocates	&	promoters	
•  A?ract	new	customers
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Oral	Storytelling	as	a	means	of	sharing	experiences	
•  Is	found	in	any	culture,	at	any	<me	
in	our	history	
•  Humans	organise	their	experiences	
in	the	form	of	narra<ve
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
To	idenAfy	Bonding	Keys	…		
•  Consumers’	life	contexts	
•  The	meaning	of	the	brand	for	consumers	
•  Emo<onal	aspects	of	experiences	
•  Chronological	development	of	the	rela<onship
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Step	1.		
RecollecAon	
Step	2.		
RepeAAon	
Step	3.		
ReflecAon	
Cogni<ve	Interview		 Tarot	
Free Narratives
Guided Peripheral
Focus
Symbols
Archetypes
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Mental		<me	
travel	
Step	1.		
RecollecAon	
Step	2.		
RepeAAon	
Step	3.		
ReflecAon	
Cogni<ve	Interview		 Tarot
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Mental		<me	
travel	
Step	1.		
RecollecAon	
Elabora<on	of	the	
story	by	chaptering	
Step	2.		
RepeAAon	
Step	3.		
ReflecAon	
Cogni<ve	Interview		 Tarot
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Mental		<me	
travel	
Step	1.		
RecollecAon	
Elabora<on	of	the	
story	by	chaptering	
Step	2.		
RepeAAon	
Explora<on	of	
meanings	of	the	brand	
Step	3.		
ReflecAon	
Cogni<ve	Interview		 Tarot
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Love	At	First	Sight	or	Started	As	a	Friends?	
1.  What	does	this	<tle	mean?	
ü  What	is	Love? What	is	bond? Why	does	the	bond	ma?er?		
2.  RecollecAon,	RepeAAon,	ReflecAon	
ü  Our	(qualita<ve)method	u<lizing	the	power	of	Oral	storytelling,	which	
transforms	consumers	from	respondents	to	great	storytellers	
ü  Combina<on	of	Cogni<ve	Interview	and	Projec<ve	technique	using	Tarot	
3.  What	does	this	method	bring	us?	
ü  Bonding	Process	
ü  Bonding	Keys
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Two	processes	of	forming	a	bond	
Start	as	a	Friend	Love	at	First	Sight	
Walking	Towards	 Walking	With
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Walking	Towards	is	the	process	to	fill	in	the	distance	between	the	
brand	and	themselves	
S<ll	long	distance Shorter	distance No	distance
Encounter	
with	the	
brand
Present
Out	of	his	reach
Fashionable,	
Urban
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Walking	With	is	the	process	as	if	the	relaAonship	with	a	long-Ame	
friend,	who	is	always	with	you,	gradually	grows	to	a	romance.			
Encounter	
with	the	
brand
Present
Acquaintance Build-up	–	from	a	friend	to	a	lover Consolida<on
Heals	her	
loneliness
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Seven	Bonding	Keys	
Impact	 Self-idenAAes	
•  Wow!	
•  Problem	Solving	
Who	I	want	to	be	
•  AspiraAon	
•  Achievement	
•  My	Best	Days	
Who	I	am	
I	can	be	myself	with	you
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Walking	Towards	is	the	process	to	fill	in	the	distance	between	the	
brand	and	themselves	
S<ll	long	distance Shorter	distance No	distance
Encounter	
with	the	
brand
Present
Out	of	his	reach
Fashionable,	
Urban	
The	quali<es	he	
wanted	to	a?ain
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Seven	Bonding	Keys	
Impact	 Self-idenAAes	
•  Wow!	
•  Problem	Solving	
Who	I	want	to	be	
•  AspiraAon	
•  Achievement	
•  My	Best	Days	
Who	I	am	
•  My	Roots,	My	Role	
I	can	be	myself	with	you	
•  My	Mentor,	My	Companion
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Walking	With	is	the	process	as	if	the	relaAonship	with	a	long-Ame	
friend,	who	is	always	with	you,	gradually	grows	to	a	romance.			
Encounter	
with	the	
brand
Present
Acquaintance Build-up	–	from	a	friend	to	a	lover Consolida<on
Heals	her	
loneliness	
Being	suppor<ve	in	her	
emo<onal	crisis
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Thank	You!	
	
	
	
Tomoko	Yoshida	
Twi?er:	@Tomokoyi	
Email:	tomoko.yoshida@myad.jp	
	
Akiko	Hoshi	
Email:	hoshi-a@intage.co.jp
Fell	in	Love	at	First	Sight	or	started	as	a	Friend?	
Tomoko	Yoshida	and	Akiko	Hoshi	
Festival of
#NewMR 2017
	
	
Q	&	A	
Tomoko	Yoshida	
Freelance	Researcher	
Akiko	Hoshi	
INTAGE	
Be?y	Adamou	
Research	Through	Gaming

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