RIGHT SPACE NOT

WHITE SPACE

WHITE SPACE

RIGHT SPACE

http://www.google.com/url?sa=i&rct=j&q=logos&source=images&cd=&cad=rja&docid=18ekyDNPFrxX_M&tbnid=gfaAIYpjWMPSdM:&ved=0CAUQjRw&url=http://blog.crowdspring.com/2009/11/small-business-logos-trademark-law/&ei=bhIIUYifAcTH0AGh8ICwBw&bvm=bv.41524429,d.dmQ&psig=AFQjCNEPch3tFVF9vL-VVruWC-n-l4FDrg&ust=1359569902262712

50% vs.

50%

68%

32%

52% 48%

34%

66%

9%

91%

5,000 hours of desk research

821,000 pilot interviews

Validation

.92 correlation

Relative hot&spex score within brand category in 2008

Re

lativ

e b

ran

d u

sag

e w

ithin

ca

teg

ory

in 2

00

9

25 30 35 40 45

20

30

40

50

60

20

5,000 emotional words

96 That predict behavior with 92% accuracy

3X

27

How do you feel about Toyota? How do you feel about the ad you just saw? How do you feel about this website? How do you feel about this package?

http://www.google.ca/url?sa=i&rct=j&q=nieman+marcus&source=images&cd=&cad=rja&docid=tTGqIcBR0aEP4M&tbnid=xhm9e6QxjgZQVM:&ved=0CAUQjRw&url=http://web.ntfb.org/page.aspx?pid=419&ei=47mqUa-yGsemqQHy0YDwAQ&bvm=bv.47244034,d.aWM&psig=AFQjCNHkiigc9Af-ITg7T4GtWOh0elOqxA&ust=1370229595392967

$138

ans

Non- Fans

ans

Non- Fans

Q52.1.1) Brands are not people, but they do have personality. If this Brand was a person would it be more...?

Trustworthy

Knowledgeable

Friendly

Fam

iliar

Nurturing

Inspirin

g

Fun

Inte

rest

ing

Excited Comforted

Strong

Self confident

Inspired

?

Smells good…

Stinky

CANNED TUNA

?Right space??

Different

Active

Modern

Trendy

Youthful

Special

Trusted

Nurturing

Teach

Trust

Com

fort

Care

Empathize

Delight

Eng

age

Inspire

$250 million

$850 million

$30 million

InterestedAlive

ExcitedTurned on

FascinatedSurprised

Shocked

Interesting

Passionate

OptimisticCreative

Active

Extroverted

Brave

Different

OutdoorsyModernSporty

A GossipTheatrical

A Show-off

Outspoken

Cunning

Long-winded

Visually AppealingImported Ingredients

Exotic Seasonings

Sea Salt

Spicy

http://www.thedieline.com/blog/2012/11/14/just-t-black-label.html

And more . . .•Values• Shapes •Smells •Archetypes

Teach

Trust

Comfort

Care

Empathize

Delight

Enga

ge

Inspire

$250 million

$850 million

RIGHT SPACE NOT

WHITE SPACE

QUESTIONS

69