Prsentation PowerPoint

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Brands and emotions
The limitations of current techniques
The Emotional Monitoring T innovation
What Emotional Monitoring T can do for you
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Brands and emotions
"It's magic, not logic, that ignites our passion
as consumers" Martyn Neumeier, The Brand
Gap) Far from emotions interfering with
rationality, the absence of emotion and feelings
can break down rationality and make wise
decision-making almost impossible. Antonio
Damasio "Descarte's Error"
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Brands and emotions
We now know that a brand exists and evolves well
beyond its functional value. Not only does it
offer consumers concrete benefits, but it
constructs a whole emotional background with them
which is reflected in and acts on several
dimensions
Emotional processes Repercussions on the
brand

• Forges the brands territory and distinctive
  identity
• Ensures the brands continuity
• Stimulates the brands appeal and competitiveness
• Anchors the product in a specific consumption mode

• The imaginary dimension
• What world does it transport me to ?
• What are its values ?
• The relational and affective dimension
• What relationship do I have with the brand ?
  Am I attached to this brand ?
• How far am I prepared to go for it ?
• The identification dimension
• What image of myself does it reflect back to me
  ?
• Do I recognise myself ?
• Does it enhance me ?
• Impression in the product experience
• What perception do I have of the product?
• How does it fit my consumption habits ?

The amplitude and importance of the emotional
bond between the brand and the consumer are such
that it is a fundamental indicator for
determining the value of the brand. Furthermore,
emotionality is living, sensitive and fluctuating
and therefore not only worth knowing to define
the position of the brand, but also worth
monitoring to evaluate the impact of past
strategic actions and provide guidance for future
strategies.
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The limitations of current techniques
I obtain the same scores as my competitor, yet I
know I am different This indicator has changed
since last year, but I dont see the link with my
strategic action and I dont know what to think
about it Techniques are complex and
costly Too many figures and not enough ideas
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The limitations of current techniques

• Emotions are decisive for the future of a brand,
  but because they act in an unconscious, complex
  and progressive fashion, they are difficult to
  harness and measure. What is more, in very
  mature markets, consumers tend to reproduce the
  marketing message before coming out with their
  own discourse.
• Hence, the various existing techniques only
  partially reveal a brands state of health
• Traditional quantitative indicators (like overall
  opinion and image profile) only reflect the
  rationalised dimension of the brand
• Responses to questioning using items (even if
  derived from an emotional expression i.e prior
  projective qualitative work), are unavoidably
  expressed in a rational and reflected manner that
  cuts consumers off from their real emotions
• The responses obtained are too isolated to guide
  action (movement of just one item for example)
• They lack the finesse necessary to discriminate
  between brands (the same score for one item can
  mask very different results on the item
  'luxury', Chanel and Dior are equal, but are we
  talking about the same sort of luxury ?)

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...

• Qualitative approaches reach into emotionality
  but nevertheless remain general and therefore
  static and non measurable (only a small number of
  consumers can be included)
• Even if a hierarchy or split exists between the
  core and peripheral values, the different
  perceptions are often merged to form a single
  brand reality (in a homogenous target)
• Within this unified vision, it is hard to know
  which value or strength to attribute to the
  different constituent elements of the brand, what
  dynamic and which links exist between them or
  what the impact will be on the structure if one
  of the aspects is modified
• And, although it is possible to understand the
  brands identity, it still cannot be measured
  (other than reverting to the traditional
  quantification of image profile that isolates
  specific elements and rationalises them) We
  dont know up to what point this brand image is
  accepted by consumers, to what extent and how
  this image is beneficial for the brand and we
  dont know how to compare the trends over time
• Whether qualitative or quantitative, research
  project results are therefore difficult to own
  and insufficiently actionable.

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The Emotional Monitoring T innovation
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The Emotional Monitoring T innovation

• This new approach provides with direct access to
  emotions and enables their measurement and
  monitoring them over time, whilst at the same
  time guaranteeing exhaustiveness of perceptions
  and thorough comprehension. How ?
• Through the synergy of Qualitative and
  Quantitative
• - Questioning with projective games only (no
  rationalisation, no items proposed)
• - Questioning of a large number of consumers
  (recommended sample 120 interviews per brand
  studied amongst a given target)
• To reflect the differences or nuances in
  perceptions (brand perception and experience are
  very personal even within a homogenous target, it
  is therefore important to understand the
  diversity of these relations)
• And to establish quantitative indicators (all
  from the projective discourse)
• Through a monadic approach
• Enabling each brand to be known in terms of its
  specific way of operating with all the wealth and
  finesse of content that builds it. It is through
  the analysis process that the comparison of
  several brand entities will uncover the specifics
  of each one, their positioning, beyond the
  similarities inherent to the segment they belong
  to.
• Through online interviews
• Online fieldwork is particularly well-suited to
  the expression of emotions
• A reduction in costs makes it possible to
  question a large base qualitatively
• In addition, Emotional Monitoring T follows a
  simple protocol, that is adaptable in all
  countries, for a vision and monitoring of the
  brand on an international scale. The method
  works on a licence basis with partner agencies in
  the relevant countries and has already been
  successfully used in Europe as well as the United
  States and Asia.

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What Emotional Monitoring T can do for you
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What Emotional Monitoring T can do for you

• The new quali-quanti synergy enables us to
• Identify all types of perceptions and relations
  to the brand that might co-exist, by reproducing
  their specific logic and emotional tonality (no
  dispersed reproduction in the form of a list of
  items or, conversely, integration of the
  different perceptions into one overall image)
• Compare this abundance of perceptions with one
  another, perceptions which are the strengths at
  stake for the brand in reality and which may be
  allied or opposed, or may dominate or be
  overpowered depending on their respective weights

Emotional Monitoring T The brand perceived as a
system
Traditional techniques A one-dimensional vision
of the brand
Brand 2
Brand 1
Brand 1
Vision A 7
Vision Z 10
Vision B 16
Peripheral
Central hardcore
Vision X 65
Vision Y 20
Vision D 40
Vision C 35
values

• The brand is thus tackled in both a very
  sensitive and dynamic fashion, enabling us to
  really grasp the trends, potential and also risks
  and concretely control fluctuations over time

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• Using this joint qualitative and quantitative
  analysis, Emotional monitoring provides a
  diagnostic of all the dimensions that make up the
  health of the brand
• The brand values, their specific meanings, the
  links and dynamics between them, their
  contribution to the brand equity
• The relationship with the brand, the anchoring
  values, the degree of attachment and adhesion
• The target associated with the brand, its degree
  of proximity and aspiration
• The image of the product and its attributes as
  defined and worded by consumers
• The consumption circumstances as projected by
  consumers
• And provides very vivid and operational results
• ? Analysis takes place and recommendations are
  made taking into account brand strategy
• ? The clear and dynamic vision of the brand
  provided is a real source of inspiration for
  marketing teams

Traditional techniques
Emotional Monitoring T
Brand / strategy / positioning platform
Brand / strategy / positioning platform
Consumer discourse
Consumers agree / disagree
Confrontation recommendations
List of items
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Contact Sandrine McClure smc_at_reperes.net Tel
33 (1) 44 29 60 00