Archive for the 'archetypes' Category

Feeling the Gap: Why goals matter for employers and brands

Apr 29 2016 Published by neilgains under archetypes

“Shall I compare thee to a summer’s day?
Thou art more lovely and more temperate:
Rough winds do shake the darling buds of May,
And summer’s lease hath all too short a date:
Sometime too hot the eye of heaven shines,
And often is his gold complexion dimmed,
And every fair from fair sometime declines,
By chance, or nature’s changing course untrimmed:
But thy eternal summer shall not fade,
Nor lose possession of that fair thou ow’st,
Nor shall death brag thou wander’st in his shade,
When in eternal lines to time thou grow’st,
So long as men can breathe, or eyes can see,
So long lives this, and this gives life to thee.”

(William Shakespeare, Sonnet XVIII)

Marketers have finally got the message and are paying increasing importance to the role of emotions in helping consumers make choices about brands. Decisions about brand, or more generally decisions about life, are not just about associating an emotion with a brand or company, but about associating the right emotion. William Shakespeare was right when he talked about the gap between reality and desire, between being hot and rough or fair and temperate.

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How does it Feel to be a Market Researcher?

Jan 25 2016 Published by neilgains under archetypes

How does it really feel to be a market researcher in Asia? Is market research all about feeling smart, intelligent and insightful or do the goals of researchers go beyond the rhetoric of most agencies?

As part of the Asia Research magazine Staff Satisfaction Survey, TapestryWorks used the StoryWorks® Emotional Profiling tool to capture the feelings of staff through a simple visual card sort. Emotional Profiling is based on 12 motivational segments that capture the most fundamental human goals: courage, creativity, discovery, freedom, fun, love, belonging, nurture, innocence, control, knowledge and mastery.

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Using StoryWorks to understand the goals of home buyers

Dec 22 2015 Published by neilgains under archetypes

What do people want from a home?

TapestryWorks’ Australian partners Faster Horses have conducted several studies into the motivations that drive property buying and the most effective way to position individual developments to address those needs.

In one recent study they helped a local company reverse a declining share of property sales in one area of Perth in Western Australia. They worked with the client to understand the drivers of choice and path to purchase as well as customer perceptions of the company’s developments against those of competitors. This information was then used to build more effective communication strategies.

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The Importance of Brand esSense (Part 2): Is Tiger Beer a Player or a Rebel?

Jul 10 2015 Published by neilgains under archetypes

"TigerBeer" by Thongpool Chantarak "Da" - Own work. Licensed under CC BY 2.5 via Wikimedia Commons

Yesterday I wrote about my confusions over Vaseline’s brand positioning, and today I would like to turn to Tiger Beer, a prominent local brand in Singapore (and one I consumer fairly regularly). Although I drink the brand regularly, I have never been clear on what the brand stood for, and having looked back over recent advertising campaigns, I can see why I might be confused.

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The Importance of Brand esSense: is Vaseline implicitly messing it up?

Jul 09 2015 Published by neilgains under archetypes

In Brand esSense I use many examples of brands that have been successful in finding and articulating a clear and consistent emotional positioning, including at least one Unilever brand. Having just finished fieldwork on a project to understand the meaning of beauty to Muslims in Indonesia and Malaysia, I am in the process of writing up our findings on how beauty really feels and they are fascinating. As part of writing up, I have been spending time looking at beauty advertising in the two markets to understand how different brands are currently talking about beauty.

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Finding Your Brand Story: Marketing with the Right Emotions

Jun 23 2014 Published by neilgains under archetypes

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”  - Maya Angelou

Sadly Maya Angelou died at the end of May, but this quotation from her should have pride of place on the office walls of every marketing professional.  Emotions matter in marketing because they are linked to the human goals that frame every decision we make. But is there evidence that emotions really work and how do you find the right emotion for your brand?

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The Seducer (Archetypes #12)

Jan 17 2013 Published by neilgains under archetypes

“I’m pretty, but I’m not beautiful. I sin, but I’m not the devil. I’m good, but I’m not an angel.”  - Marilyn Monroe

“It is not enough to conquer. One must also know how to seduce.”  - Voltaire

“Beauty is the greatest seducer of man.”  - Paulo Coelho Read more »

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The Everyman (Archetypes #11)

Jan 15 2013 Published by neilgains under archetypes

“No man is an island, entire of itself; every man is a piece of the continent.”  - John Donne

“Let every man be respected as an individual and no man idolised.”  - Albert Einstein Read more »

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The Caregiver (Archetypes #10)

Jan 14 2013 Published by neilgains under archetypes

“The very first requirement in a hospital is that it should do the sick no harm.”  - Florence Nightingale

“To us, family means putting your arms around each other and being there.”  - Barbara Bush

“Your mother died to save you. If there is one thing Voldemort cannot understand, it is love. He didn’t realize that love as powerful as your mother’s for you leaves its own mark. Not a scar, no visible sign . . . to have been loved so deeply, even though the person who loved us is gone, will give us some protection forever. It is in your very skin. Quirrell, full of hatred, greed, and ambition, sharing his soul with Voldemort, could not touch you for this reason. It was agony to touch a person marked by something so good.” - J.K. Rowling in Harry Potter and the Sorcerer’s Stone Read more »

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The Idealist (Archetypes #9)

Jan 07 2013 Published by neilgains under archetypes

“Be the change you want to see in the world.”  - Mahatma Gandhi

“Every act of rebellion expresses a nostalgia for innocence and an appeal to the essence of being.”  - Albert Camus

“You may say that I’m a dreamer
But I’m not the only one
I hope someday you’ll join us
And the world will be as one”  - John Lennon Read more »

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