what hockey means to canadians december 10, 2012 1
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© LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 2
Orange: The Inspiring Zone Is based on feeling inspired and optimistic
Blue: The Nurturing ZoneIs linked to feelings of human warmth such as love, caring, and compassion
Grey: The Familiar Zone Is home to feelings of satisfaction and gratitude
Red: The Fun ZoneIs associated with emotions such as enjoyment, amusement, and desire
Yellow: The Interesting Zone Is built on the core emotion of Interest as well as feelings of amazement and surprise, and being alive and energized
Purple: The Friendly ZoneIs associated with emotions related to liking
Green: The Trustworthy Zone Is grounded in emotions such as trust, loyalty, and respect
Brown: The Knowledgeable Zone Includes core emotions of acceptance and fellowship, as well as feeling informed and self-confident
Impulse to act
Understanding the Maps: Simplifying complexity through the BrandMap™ emotional zones
© LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY
Example of a Very Strong Map: Feelings Towards Tim Hortons
The intense ‘heat’ around the centre / core, with ‘heat’ extending outward, and no negative associations (outer ring) indicates a very strong brand
3
© LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 4
Example of a very poor map: The general population’s (North American) perceptions of British Petroleum immediately after the oil spill
No ‘heat’ in the centre / core, along with major negative associations (outer ring) indicates a brand in danger
General population North American Sample
© LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 5
One-third of Canadians claim themselves as “passionate” – even these people have a Love / Hate Relationship with Hockey
Very Passionate
Dissatisfied
Disappointed
Frustrated
Irritated
Disbelief
Cheated
Confused
Unhappy
© LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 6
For another one-third, Canadians do not have an emotional connection with hockey, or care much about the sport
Neutral
Dissatisfied
Disappointed
Frustrated
Irritated
Disbelief
Cheated
Confused
Unhappy
Uncomfortable
Bored
Disliking
© LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 7
For the balance of Canadians, there are many deep-seeded negatives for hockey to overcome
Non-Passionate
Dissatisfied
Disappointed
Frustrated
Irritated
Disbelief
Cheated
Confused
Unhappy
Disliking
Uncomfortable
Bored
Disgusted
© LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 8
Compared to Tim Hortons, hockey does not evoke nearly the same passion and emotion
VS
Very Passionate
Neutral
Non-Passionate
© LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 9
For non-passionate Canadians, their sentiment on hockey is worse than post the BP oil spill
VS
Very Passionate
Neutral
Non-Passionate
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