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Measuring The Unmeasurable
The   Qualitative/Quantitative   Conundrum 2 THE CHALLENGE
Lovemarks  The future  beyond  brands  Love  and  Respect  Loyalty beyond reason  Owned by the consumer 3 THE CHALLENGE
  Commodification  Differentiation  Competition  Consumer Indifference 4 WHY LOVEMARKS?
5 Products to trademarks   Trademarks to brands Brands to  Lovemarks WHY LOVEMARKS?
6 The Emotional Brain WHY LOVEMARKS?
“ The essential difference   between emotion and reason   is that emotion leads to action  while reason leads to conclusions.”    Donald Calne, Neurologist   7 WHY LOVEMARKS?
  People feel about   brands the way they   feel about people 8 LOVEMARKS
Genuine emotional   connections with consumers 9 LOVEMARKS
Respect  and  Love 10 LOVEMARKS
11 LOVEMARKS
12 Respect  Trust  Performance  Reputation  LOVEMARKS
Beyond Respect  Mystery   Sensuality   Intimacy 13 LOVEMARKS
Mystery  Great stories  Past, present and future  Taps into dreams  Myths and icons  Inspiration 14 LOVEMARKS
Sensuality   Sound  Sight  Smell  Touch   Taste 15 LOVEMARKS
Intimacy   Commitment  Empathy  Passion 16 LOVEMARKS
Valid Emotional Metrics 17 LOVEMARK RESEARCH
Unique and proprietary    In-depth sensitivity with   quantitative rigour  Based upon extensive  research over last 18 months   18 LOVEMARKING
19 LOVEMARKING Rational Emotional Social Cultural
Quantitative Usage in the category Demographics Brand awareness Frequency of use Future buying intentions 20 METHODOLOGY
Qualitative Image and word associations  Projective techniques -  collages, guided dreams,   story-telling, archetypes Image and word data banks Cultural responsiveness 21 METHODOLOGY
  Typical sample size:  300 interviews 22 METHODOLOGY
Computer Interface 23 METHODOLOGY
Lovemarks    Research Validation 24 VALIDATION INTERNATIONAL
25 VALIDATION Love  Respect  Cereals INTERNATIONAL
26 Cars VALIDATION Love  Respect   Nissan Chevrolet Toyota Volkswagen Honda Hyundai 2.4 2.6 2.8 3 3.2 3.4 3.6 3.8 4 4.2 1.8 2.3 2.8 3.3 3.8 4.3 INTERNATIONAL
27 New Yorker Subscribers   VALIDATION Love   Respect  1.5 2 2.5 3 3.5 4 4.5 5 1.5 2.5 3.5 4.5 INTERNATIONAL
Love   Mystery  Sensuality  Intimacy 28 VALIDATION INTERNATIONAL
Respect    Trust  Reputation  Performance 29 VALIDATION INTERNATIONAL
Consumers are far more likely to purchase   their Lovemark in the future 30 VALIDATION Cereals - Future Intentions Respect Brands p=0.53  Lovemarks p=0.88 Products p=0.26 Fads p=0.66 Love Cars -  Future Intentions Respect Brands p=0.39  Lovemarks p=0.72 Products p=0.17 Fads p=0.66 Love INTERNATIONAL
Consumers use their Lovemarks  more often (days per year) 31 VALIDATION Fads 41 Products 5 Lovemarks 119 Brands 26 INTERNATIONAL
Volume increases in each quadrant - cereals 32 VALIDATION Respect Brands Increases future  purchasing intent by 66% Multiplies usage  frequency c.5 times  Lovemarks Products Increases future  purchasing intent  by 238% Multiplies usage  frequency c.23  times Fads Increases future  purchasing by 33% Multiplies usage  frequency c.3 times Love INTERNATIONAL
Volume increases in each quadrant - cars 33 VALIDATION INTERNATIONAL Respect Brands Nearly doubles  buying intent  Lovemarks Products Multiplies buying  intent fourfold Fads Increases buying  intent by a tenth Love
The New Yorker  Project  34 CASE STUDY
The New Yorker’s  Emotional Halo  35 CASE STUDY
In-depth Lovemarks Study   Benchmark against 3-4 competitors  Value of being a Lovemark   Lovemarker diagnostic  Segmentation insights   Integrated qualitative/quantitative   Vivid insights   Practical conclusions 36 THE OFFER
Timing    2 weeks – questionnaire  2 weeks – fieldwork  3 weeks – analysis  5-7 weeks, actionable results 37 THE OFFER
  $US40,000 or £24,000   for  Lovemarking  Study  of 300 sample   Travel costs not included  38 THE OFFER
Versatile     Emotivation Idea Testing   Designed to nurture   breakthrough ideas   Heartbeat Relationship Monitoring   An emotion based   brand tracking system 39 LOVEMARK RESEARCH
  Lovemark Hothousing   Three day workshop  Senior level clients   Agency teams 40 NEXT PHASE OPTION
Explores  Lovemark  potential   Develops high quality ideas  41 LOVEMARK HOTHOUSING
Emotional and intuitive  Experiential and interactive  42 LOVEMARK HOTHOUSING
  Cost $US60,000 or £34,000 43 LOVEMARK HOTHOUSING
44

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3 Measuring The Unmeasurable Without Script

  • 2. The Qualitative/Quantitative Conundrum 2 THE CHALLENGE
  • 3. Lovemarks The future beyond brands Love and Respect Loyalty beyond reason Owned by the consumer 3 THE CHALLENGE
  • 4. Commodification Differentiation Competition Consumer Indifference 4 WHY LOVEMARKS?
  • 5. 5 Products to trademarks Trademarks to brands Brands to Lovemarks WHY LOVEMARKS?
  • 6. 6 The Emotional Brain WHY LOVEMARKS?
  • 7. “ The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” Donald Calne, Neurologist 7 WHY LOVEMARKS?
  • 8. People feel about brands the way they feel about people 8 LOVEMARKS
  • 9. Genuine emotional connections with consumers 9 LOVEMARKS
  • 10. Respect and Love 10 LOVEMARKS
  • 12. 12 Respect Trust Performance Reputation LOVEMARKS
  • 13. Beyond Respect Mystery Sensuality Intimacy 13 LOVEMARKS
  • 14. Mystery Great stories Past, present and future Taps into dreams Myths and icons Inspiration 14 LOVEMARKS
  • 15. Sensuality Sound Sight Smell Touch Taste 15 LOVEMARKS
  • 16. Intimacy Commitment Empathy Passion 16 LOVEMARKS
  • 17. Valid Emotional Metrics 17 LOVEMARK RESEARCH
  • 18. Unique and proprietary In-depth sensitivity with quantitative rigour Based upon extensive research over last 18 months 18 LOVEMARKING
  • 19. 19 LOVEMARKING Rational Emotional Social Cultural
  • 20. Quantitative Usage in the category Demographics Brand awareness Frequency of use Future buying intentions 20 METHODOLOGY
  • 21. Qualitative Image and word associations Projective techniques - collages, guided dreams, story-telling, archetypes Image and word data banks Cultural responsiveness 21 METHODOLOGY
  • 22. Typical sample size: 300 interviews 22 METHODOLOGY
  • 23. Computer Interface 23 METHODOLOGY
  • 24. Lovemarks Research Validation 24 VALIDATION INTERNATIONAL
  • 25. 25 VALIDATION Love Respect Cereals INTERNATIONAL
  • 26. 26 Cars VALIDATION Love Respect Nissan Chevrolet Toyota Volkswagen Honda Hyundai 2.4 2.6 2.8 3 3.2 3.4 3.6 3.8 4 4.2 1.8 2.3 2.8 3.3 3.8 4.3 INTERNATIONAL
  • 27. 27 New Yorker Subscribers VALIDATION Love Respect 1.5 2 2.5 3 3.5 4 4.5 5 1.5 2.5 3.5 4.5 INTERNATIONAL
  • 28. Love Mystery Sensuality Intimacy 28 VALIDATION INTERNATIONAL
  • 29. Respect Trust Reputation Performance 29 VALIDATION INTERNATIONAL
  • 30. Consumers are far more likely to purchase their Lovemark in the future 30 VALIDATION Cereals - Future Intentions Respect Brands p=0.53  Lovemarks p=0.88 Products p=0.26 Fads p=0.66 Love Cars - Future Intentions Respect Brands p=0.39  Lovemarks p=0.72 Products p=0.17 Fads p=0.66 Love INTERNATIONAL
  • 31. Consumers use their Lovemarks more often (days per year) 31 VALIDATION Fads 41 Products 5 Lovemarks 119 Brands 26 INTERNATIONAL
  • 32. Volume increases in each quadrant - cereals 32 VALIDATION Respect Brands Increases future purchasing intent by 66% Multiplies usage frequency c.5 times  Lovemarks Products Increases future purchasing intent by 238% Multiplies usage frequency c.23 times Fads Increases future purchasing by 33% Multiplies usage frequency c.3 times Love INTERNATIONAL
  • 33. Volume increases in each quadrant - cars 33 VALIDATION INTERNATIONAL Respect Brands Nearly doubles buying intent  Lovemarks Products Multiplies buying intent fourfold Fads Increases buying intent by a tenth Love
  • 34. The New Yorker Project 34 CASE STUDY
  • 35. The New Yorker’s Emotional Halo 35 CASE STUDY
  • 36. In-depth Lovemarks Study Benchmark against 3-4 competitors Value of being a Lovemark Lovemarker diagnostic Segmentation insights Integrated qualitative/quantitative Vivid insights Practical conclusions 36 THE OFFER
  • 37. Timing 2 weeks – questionnaire 2 weeks – fieldwork 3 weeks – analysis 5-7 weeks, actionable results 37 THE OFFER
  • 38. $US40,000 or £24,000 for Lovemarking Study of 300 sample Travel costs not included 38 THE OFFER
  • 39. Versatile Emotivation Idea Testing Designed to nurture breakthrough ideas Heartbeat Relationship Monitoring An emotion based brand tracking system 39 LOVEMARK RESEARCH
  • 40. Lovemark Hothousing Three day workshop Senior level clients Agency teams 40 NEXT PHASE OPTION
  • 41. Explores Lovemark potential Develops high quality ideas 41 LOVEMARK HOTHOUSING
  • 42. Emotional and intuitive Experiential and interactive 42 LOVEMARK HOTHOUSING
  • 43. Cost $US60,000 or £34,000 43 LOVEMARK HOTHOUSING
  • 44. 44