tomoko yoshida and akiko hoshi festival of newmr 2017
TRANSCRIPT
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FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
TomokoYoshidaFreelanceResearcher
FellinLoveatFirstSightorstartedasaFriend?
Onehundredstoriesofhowcustomers
fellinlovewithabrand
AkikoHoshiINTAGE
![Page 2: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/2.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
LoveAtFirstSightorStartedAsFriends?1. Whatdoesthis<tlemean?
ü WhatisLove? Whatisbond? Whydoesthebondma?er?
2. RecollecAon,RepeAAon,ReflecAonü Our(qualita<ve)methodu<lizingthepowerofOralstorytelling,which
transformsconsumersfromrespondentstogreatstorytellers
ü Combina<onofCogni<veInterviewandProjec<vetechniqueusingTarot
3. Whatdoesthismethodbringus?ü BondingProcessü BondingKeys
![Page 3: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/3.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
YourPhoto
HowdoesRe.Re.Re.helpcompaniestobuildastrongerbrand?
Twoprocessesofformingabond
Sevenbondingkeys
Buildingascenariotodevelopabond,atdifferentstagesoftherela<onship,indifferentlifecontexts
Designingtouchpointstocreatebrandexperiencestofosterabond,basedonthebrand’sbondingkey
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FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
AbondgivesthebrandaspecialposiAonincustomers’mind
• Bringinmorerevenue
• Beenthusias<cadvocates&promoters
• A?ractnewcustomers
![Page 5: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/5.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
OralStorytellingasameansofsharingexperiences
• Isfoundinanyculture,atany<meinourhistory
• Humansorganisetheirexperiencesintheformofnarra<ve
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FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
ToidenAfyBondingKeys…
• Consumers’lifecontexts
• Themeaningofthebrandforconsumers
• Emo<onalaspectsofexperiences
• Chronologicaldevelopmentoftherela<onship
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FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
Step1.RecollecAon
Step2.RepeAAon
Step3.ReflecAon
Cogni<veInterview Tarot
Free Narratives Guided Peripheral Focus
Symbols Archetypes
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FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
Mental<metravel
Step1.RecollecAon
Step2.RepeAAon
Step3.ReflecAon
Cogni<veInterview Tarot
![Page 9: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/9.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
![Page 10: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/10.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
![Page 11: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/11.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
![Page 12: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/12.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
Mental<metravel
Step1.RecollecAon
Elabora<onofthestorybychaptering
Step2.RepeAAon
Step3.ReflecAon
Cogni<veInterview Tarot
![Page 13: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/13.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
![Page 14: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/14.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
![Page 15: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/15.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
Mental<metravel
Step1.RecollecAon
Elabora<onofthestorybychaptering
Step2.RepeAAon
Explora<onofmeaningsofthebrand
Step3.ReflecAon
Cogni<veInterview Tarot
![Page 16: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/16.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
![Page 17: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/17.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
![Page 18: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/18.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
![Page 19: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/19.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
![Page 20: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/20.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
LoveAtFirstSightorStartedAsaFriends?
1. Whatdoesthis<tlemean?ü WhatisLove? Whatisbond? Whydoesthebondma?er?
2. RecollecAon,RepeAAon,ReflecAonü Our(qualita<ve)methodu<lizingthepowerofOralstorytelling,which
transformsconsumersfromrespondentstogreatstorytellers
ü Combina<onofCogni<veInterviewandProjec<vetechniqueusingTarot
3. Whatdoesthismethodbringus?ü BondingProcessü BondingKeys
![Page 21: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/21.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
Twoprocessesofformingabond
StartasaFriendLoveatFirstSight
WalkingTowards WalkingWith
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FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
WalkingTowardsistheprocesstofillinthedistancebetweenthebrandandthemselves
S<lllongdistance Shorterdistance Nodistance
Encounterwiththebrand
Present
Outofhisreach
Fashionable,Urban
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FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
WalkingWithistheprocessasiftherelaAonshipwithalong-Amefriend,whoisalwayswithyou,graduallygrowstoaromance.
Encounterwiththebrand
Present
Acquaintance Build-up–fromafriendtoalover Consolida<on
Healsherloneliness
![Page 24: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/24.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
SevenBondingKeys
Impact Self-idenAAes
• Wow!
• ProblemSolving
WhoIwanttobe• AspiraAon
• Achievement• MyBestDays
WhoIam
Icanbemyselfwithyou
![Page 25: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/25.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
WalkingTowardsistheprocesstofillinthedistancebetweenthebrandandthemselves
S<lllongdistance Shorterdistance Nodistance
Encounterwiththebrand
Present
Outofhisreach
Fashionable,Urban
Thequali<eshewantedtoa?ain
![Page 26: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/26.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
SevenBondingKeys
Impact Self-idenAAes
• Wow!
• ProblemSolving
WhoIwanttobe• AspiraAon
• Achievement• MyBestDays
WhoIam• MyRoots,MyRole
Icanbemyselfwithyou• MyMentor,MyCompanion
![Page 27: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/27.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
WalkingWithistheprocessasiftherelaAonshipwithalong-Amefriend,whoisalwayswithyou,graduallygrowstoaromance.
Encounterwiththebrand
Present
Acquaintance Build-up–fromafriendtoalover Consolida<on
Healsherloneliness
Beingsuppor<veinheremo<onalcrisis
![Page 28: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/28.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
![Page 29: Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017](https://reader034.vdocuments.net/reader034/viewer/2022051300/58cf37021a28ab00168b6663/html5/thumbnails/29.jpg)
FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
ThankYou!
TomokoYoshidaTwi?er:@TomokoyiEmail:[email protected]
AkikoHoshiEmail:[email protected]
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FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi
Festival of #NewMR 2017
Q&A
TomokoYoshidaFreelanceResearcher
AkikoHoshiINTAGE
Be?yAdamouResearchThroughGaming