six degrees overview

six degrees

s i x d e g r e e s | a sensory branding agency

a sensory branding agency06 26 09

s i x d e g r e e s | a sensory branding agency

about us

our services

our philosophy

sensory branding

sensoryQ

our work

2agenda

about ussix degrees

s i x d e g r e e s | a sensory branding agency

4who we are

10 years

20 staff

10+ contract

s i x d e g r e e s | a sensory branding agency

5our reach

B2CB2B

technology

automotive

pharma

lifestylemedical devices

hospitality

packaged goods

s i x d e g r e e s | a sensory branding agency

6global experience

CanadaUSA

MexicoBrazil

ArgentinaUruguay

Chile

UK Germany

Spain France

Sweden Italy

Switzerland

EgyptUAE

South Africa

JapanKoreaChina

CambodiaSingapore

s i x d e g r e e s | a sensory branding agency

7brand experience

Abbott

Air Force

American Laser

Aricept

Avastin

Bextra

Bounty

Cadillac

Carl Zeiss Meditec

Celebrex

Centex Homes

Chevrolet

Coach

Concentric

Cover Girl

Dept. of Transportation

Fairmont Hotels

Food for the Hungry

Genentech

Goodwrench

GMC

Guidant

Herceptin

Johnson & Johnson

Levaquin

Micron

Old Spice Red Zone

Pfizer

Pacifica

Pontiac

PT Cruiser

Raffles Hotels

Reclast

Rich Dad

Rituxin

Saab

Siemens Medical

ST Microelectronics

Swissôtel

Ultram ER

Viagra

Viventis

s i x d e g r e e s | a sensory branding agency

8medical experience

medical devices

Abbott Vascular

Ascent Healthcare Solutions

Boston Scientific

Calypso Medical

Carl Zeiss Meditec

Concentric Medical

Edwards Lifesciences

Siemens Medical/Ultrasound

pharmaceutical

Bayer

Novartis

J&J

Pfizer

Roche

Sanofi

Schering

biotech

Actelion

Amgen

Amylin

Exelixis

Genentech

Neurocrine

Organon

other

Abbott Nutrition International

American Laser Centers

Illumina

Medicis

s i x d e g r e e s | a sensory branding agency

9

2007 independent evaluation of six degrees by clients

dun & bradstreet

2007 independent evaluation of six degrees by clients

six degrees our services

s i x d e g r e e s | a sensory branding agency

11our services

market insights

brand perceptions

sensory research

strategy research

communications research

brand focus workshops

brand platform

marketing plan development

brand architecture

naming/tag lines

ideation workshops

marketing integration

messaging architecture

sensory positioning

brand cascading

environment branding

brand guidelines

identity/look & feel

advertising

interactive/web 2.0

animation/video

tradeshow components

our philosophysix degrees

s i x d e g r e e s | a sensory branding agency

13our philosophy

successful messaging is both verbal & nonverbal

14

85% of communication is nonverbal

93% of emotional meaning is communicated through nonverbal channels

15

when verbal and nonverbal information conflict, people believe the nonverbal

16

environmental context matters

17

s i x d e g r e e s | a sensory branding agency

successful messaging is both verbal & nonverbal

18our philosophy

communicating the right emotional

and self-expressive benefits is critical...

even if you let functional benefits instill them

s i x d e g r e e s | a sensory branding agency

19brand perceptions

s i x d e g r e e s | a sensory branding agency

successful messaging is both verbal & nonverbal

communicating the right emotional

and self-expressive benefits is critical...

even if you let functional benefits instill them

20our philosophy

consistency is only a worthy goal after you’ve

achieved credibility, relevance & differentiation

s i x d e g r e e s | a sensory branding agency

credible

different

relevant

BRANDconsistent

21strong brands meet 4 criteria...

s i x d e g r e e s | a sensory branding agency

successful messaging is both verbal & nonverbal

communicating the right emotional

and self-expressive benefits is critical...

even if you let functional benefits instill them

consistency is only a worthy goal after you’ve

achieved differentiation

22our philosophy

the greatest challenge to successful branding

is often internal

s i x d e g r e e s | a sensory branding agency

it’s relatively easy to come up with an effective strategy...

23

s i x d e g r e e s | a sensory branding agency

but you have to live it to be successful.

24

sensory brandingsix degrees

s i x d e g r e e s | a sensory branding agency

26the problem with words

stylish

s i x d e g r e e s | a sensory branding agency

words are imprecise

images communicate instantly

29the problem with words

s i x d e g r e e s | a sensory branding agency

30sensory branding

identifying and managing the sensory cues

that trigger the desired brand perceptions

in the target audience

s i x d e g r e e s | a sensory branding agency

which stimulus best

represents desired

brand perception?

sensoryQ 31

s i x d e g r e e s | a sensory branding agency

what is sensoryQ 32

an in-person or online research tool

visualizes how consumers perceive

brands and/or attributes

identifies the dominant visual and other

sensory cues underlying brands and

brand attributes

s i x d e g r e e s | a sensory branding agency

cue profile 33

s i x d e g r e e s | a sensory branding agency

sensoryQ uses 34

product & packaging design

print and broadcast advertising

brand image assessment & tracking

promotional materials

website optimization

customer insight mining

our worksix degrees

available by request only

thank you! six-degrees.com

8040 east gelding drive scottsdale, az 85260 480.627.9850