Wallace & Washburn Associates LLCWallace & Washburn Associates LLCwww.decisionmode.com

1770 Massachusetts Ave, Suite 177, Cambridge, MA 021401770 Massachusetts Ave, Suite 177, Cambridge, MA 02140Tel: 781-235-8882 Cell: 781-799-5444Tel: 781-235-8882 Cell: 781-799-5444

Emotional Branding: Timely in the Internet World

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Wallace & Washburn Backgrounds

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Kim Wallace NCK, SSC&B (Noxzema, Colgate Palmolive) Arnold/HBM (Salada, General Mills) Radcliffe Seminars faculty Top 5% LinkedIn Profile

Kim Wallace CEO

Harry Washburn • Harvard Extension School faculty

• Benton & Bowles (General Foods)• Harvard Business School

Faculty 20 Years

Co-Authors

• Top 1% in Amazon sales

• Published in 4 languages

• 3 Decision Making Modes

Kim Wallace Harry Washburn

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“Lively, lucid, smart and on target. I’m impressed.”

Ted Levitt, Dean Emeritus, Harvard Business School

“ The most pragmatic book on consumer marketing in years!” Amazon.com

Representative Clients

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A Changed Internet World

* New consumer freedom now due to empowering Internet experiences.“Within a few years the Internet will turn business upside down. Be prepared-or die.” Matthew Symonds, The Economist 1999

* Change from PUSH (TV, radio, etc.) to PULL online. “Thanks to the Internet, car buyers now hold the cards.”-Boston Globe 2013

*Messaging overload creates consumer “tune out.”

* Greater need to measure customer experience. “Your customers’ perceptions of their interaction with your company impacts your bottom line. You NEED your customers more than they NEED you. Even investors reward customer experience leaders!” –Forrester Research 2013

* Shift occurring from rational to emotional customer research. “The industry will shift from questioning to discussing, insight to forecast, rational to emotional.” - StrategyOne, Washington, D.C.

3 DecisionMODES

Thinker (verbal), Visualizer (non verbal) Commander (non verbal)

Sample DecisionMode Question

Q: Let’s imagine you were buying a car today. What in your opinion, would be the most important factor? Why? (Pick one)

• It looks great? • It feels great to drive? • It makes logical sense?

Q: Let’s imagine you were buying a car today. What in your opinion, would be the most important factor? Why? (Pick one)

• It looks great? • It feels great to drive? • It makes logical sense?

Thinkers (20%) “It makes logical sense.”

•Thinking, reasoning, answers,details, numbers, planning

•Careful, thoughtful Steve Jobs

decision-makers•Favorite Words: “Think, hear, sounds, logic,

future, know, understand”

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Visualizers (50%) “It looks great.”

•Quicker decisions•Interested in the features

and benefits•Favorite Words: “See, look, Ralph Lauren

show, picture, focus, perspective, impression”

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Commanders (30%) “It feels good to drive.”

•Ready, fire, aim•Team leaders/players Oprah Winfrey

•Favorite Words: “Feel, sense, touch, hit, tackle, win, team, power, people”

What are the Most Powerful “Trigger Words”

“Trigger Words”

Emotional Feelings

Logical Thoughts

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Major Packaged Goods Example: Determine the trigger which will motivate consumers to request a prescription from their dentist.

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Q. In your opinion, what would motivate you to ask your dentist for a prescription?

You have possible damage to the bone, the tooth, you should do something about it in advance and try to stop it from ever reaching that point, and this is one way to do it. Certainly a deterrent to it, and so, yeah I would think that somebody who has that problem, that kind of a picture would catch their eye, especially is they saw red blood. I do have you know, if I brush my teeth hard enough or my gums, I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. I do my share of it. I haven't been told that I have gum disease or anything, but I, you know, maybe that's something that could stop it from happening, if there's any indication at all that it might be there. That's something that if I thought I could use that and it would help the situation, sure. Without even thinking about it too much, and I think you…

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The Mouthwash Words Assembled The Mouthwash Words Assembled Raw VerbatimsRaw Verbatims1111

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Determine Word FrequenciesDetermine Word Frequencies2222 DecisionScanDecisionScan

You have possible damage to the bone, the tooth, you should do something about it in advance and try to stop it from ever reaching that point, and this is one way to do it. Certainly a deterrent to it, and so, yeah I would think that somebody who has that problem, that kind of a picture would catch their eye, especially is they saw red blood. I do have you know, if I brush my teeth hard enough or my gums, I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. I do my share of it. I haven't been told that I have gum disease or anything, but I, you know, maybe that's something that could stop it from happening, if there's any indication at all that it might be there. That's something that if I thought I could use that and it would help the situation, sure. Without even thinking about it too much, and I think you. u , I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. tooth, you should do something about

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Analyze Trigger Words Analyze Trigger Words 3333 Trigger WordsTrigger Words

Prescription Mouth Wash: Results

Objective Find key “trigger” words

Data Source Audio taped focus groups

Question “What do you feel would motivate you to take action?”

Logic vs. Intuition

Avoid pain/expense “Bleeding gums is a problem!”

VERBATIMS SCAN FREQUENCYgum/s 132bleeding 80problem 38

ThoughtTalk“If I have persistent bleeding gums I’d want it.”“Bleeding does show there’s a problem in the works.

Results

The product was successfully launched nationally with TV and print ads featuring a dentist referring to “bleeding gums" and pointing to a tooth illustration with a blood red gum line. The brand went national successfully in one year.

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Philanthropy Example: WGBH-TV Fund RaisingObjective Motivate viewers to pledge more money

Data Source Groups plus surveys among WGBH non-giving viewers

Question “What in your opinion would motivate a pledge?”

Logic vs. Intuition

Maintain our high level of “If you think your pledgequality programming is unimportant, Think Again.”

VERBATIMS Scan Frequencythink 46give/ing 32about 23

ThoughtTalk“I think they’re doing well already without my pledge.” “I think I’d give if I thought there was a crisis.”

Results

A new Thinker-based campaign was launched: “Fewer than two out of ten viewers support WGBH, so if you think your pledge is unimportant, Think Again!” Mail-in “white mail” pledges increased 91%. Rolled out nationally.

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Education Tag Line/Branding Example: Northeastern University

Problem Determine the most powerful message for admissions

Data Source Surveys of students, parents, staff, alumni and prospects

Key Question“What would you say to recommend Northeastern?”

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Q. What in your opinion what would you say to recommend Northeastern University?

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TRIGGER WORDS TRIGGER WORDS DECISIONSCAN DECISIONSCAN FREQUENCYFREQUENCY

coop 149

good 134

program 114

education 78

enter 76

work 75

job 72

get 22

contacts 15

something 16

occupation 35

employment 24

people 21

Northeastern University

ProblemDetermine the most powerful brand position and tag line for admissions

Data SourceSurveys among staff, faculty, grads, students, parents and prospects during 1986.

Question“In your opinion what would you say to recommend Northeastern over other schools?”

Logic vs. IntuitionA hands-on educational “Education that Works”experience

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VERBATIMS SCAN FREQUENCYco-op 149experience 114work/job 107

Trigger Words“Their co-op program gives experience.”“With co-op you can get a better job.”

Solution

The “Education That Works” tag line was created, incorporating key trigger words. Used for over 25 years. Over 46,000 applications were received last year, elevating NU to the top 3 universities nationally. 20

Public Relations Example: National Car Wash AssociationObjective Determine how frequent car-washers justify the expense

Data Source Intercept interviews at car washes

Question“In your opinion, what is there about getting your car washed that justifies the price?”

Logic vs. Intuition

The vehicle looks better “I feel better in a clean car.”

VERBATIMS SCAN FREQUENCYfeel 122 good 89better 256

ThoughtTalk“I actually feel better when my car has been washed.”“I feel good when my car is clean.”

Results

Press releases issued nationally. The “feel good” story (Commanders) was picked up by hundreds of publications including the Wall Street Journal and Forbes. Reaction so successful website changed to www.cleancarfeeling.com. 21

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Results: National PR stories, a new “Feel Good” poster campaign and a new online address (cleancarfeeling.com)

PUBLIC RELATIONS 22

PSA Messaging: Homeland SecurityObjective

Create messaging that prompts Floridian consumers to get better prepared and download tips on the website.

Data Source Surveys among current and potential customers

Question“What in your opinion would prompt you to get better prepared for, god forbid, a terrorist attack?”

Logic vs. Intuition

Get prepared better when you “Do it for the kids.” are not in a crisis situation. (They’d be helpless.)

VERBATIMS Scan FrequencyPrepared 78Family/Kids 77Survival/Protect 68

ThoughtTalk“Get prepared and protect your family.”“Do it for the kids and the family if not for yourself.”

Results

The new PSA message “Do it for the Kids” scored well with parents and singles. The impactful message generated over 10,000 downloads of “Top Tips for Survival.” A new web address was also added, www.mysafeflorida.com.

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Merger Name: Beth Israel Hospital/DeaconessObjective

Create new name for the combined entity of Beth Israel and Deaconess hospitals

Data Source Surveys among consumers (patients and non)

Question“What words, thoughts or feelings come to mind when you hear the name Beth Israel Hospital?”

Logic vs. Intuition

Two of Boston’s Best “The CareGroup”Hospitals Combine Resources

ThoughtTalk“Beth Israel has caring nurses who treat you special.”“It’s the nursing care at BI that makes it so special.”

ResultsThe name CareGroup was adopted to reflect Beth Israel’s perceptual strength: caring.

24NAME TESTING

VERBATIMS BI MGH Brigham & Women’s

good/excellentcare/ingdoctors/surgeonsreputationmaternitynurse(s)

85724339 978

125 35 89 93 27 19

863236626946

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ObjectiveDetermine the most powerful advertising message to increase leads.

Data Source450 interviews nationally among Outward Bound graduates.

Question “What have you said to recommend Outward Bound?”

Logic vs. Intuition

Commune with the “Personal Growth builds Great Outdoors self confidence”

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VERBATIMS SCAN FREQUENCYgrow(th) 126personal 88experience 57

ThoughtTalk"You'll grow as a person. Builds self confidence.“"I grew personally through the experience."

Results

Using a Personal Growth Experience promise, Outward Bound is now the #1 adventure-based education program in the world. It works. 80% of students want another course.

PR/Advertising: Outward Bound

Objective Determine best positioning and messaging

Data Source Focus groups U.S. (members and non members)

Question “What about Unitarian Universalism is most interesting?”

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VERBATIMS SCAN FREQUENCYThinkers 58Respected 56Famous 34

Logic vs. Intuition

Historic Religion “Thinking Person’s Religion: New/Old

ThoughtTalk“It’s the church for relevant thinkers.”“Many famous Americans were members.”

Results

"The research uncovered the element which makes Unitarian Universalism most appealing to current and potential members; the encouragement of thinking, inquisitiveness and open-mindedness." A 30 page background on famous historical public figures which was incorporated into many weekly sermons. A Gallop Poll revealed that following the launch, despite national declines in all other church attendance, UUA generated significant increases.

Unitarian Universalist Association: Positioning

Wallace & Washburn Associates, LLCWallace & Washburn Associates, LLCwww.decisionmode.comwww.decisionmode.com

1770 Massachusetts Ave, Suite 177 1770 Massachusetts Ave, Suite 177 Cambridge, MA 02140Cambridge, MA 02140

kwallace@wallacewashburn.com 781-235-8882 Cell: 781-799-5444781-235-8882 Cell: 781-799-5444

For details please contact Kim Wallace:

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