which make a difference, not just make sense · © 2014 all rights reserved to mindscapes which...

which make a difference, not just make sense

ravid kuperberg

9.10.14

finding the logic

behind the magic of

insightful creative ideas

analyzing award winning ideas

identifying similar thinking patterns

understanding the mechanism

presenting structured tools for future thinking

http://www.youtube.com/watch?v=uA7-31Cxc2I

http://www.youtube.com/watch?v=MixNh9L7G5M

https://www.youtube.com/watch?v=qIVDxL2lgN4

http://www.youtube.com/watch?v=0ruHOaHrGnQ

http://www.youtube.com/watch?v=57e4t-fhXDs

what is an insight?

an insight is not a single revelation

let’s start with what it is not:

an insight is a chain of events

volcanic eruption

insight = OUAOUAOUAOUA

OOOObservation

a truth about how things are

the truth can come from research or own experience

regarding peoples beliefs, values, attitudes or behavior

what they think, feel, or do in connection to a product/service,

a brand, a category or in life where it is relevant

UUUUnderstanding

a new realization or meaning within the brand context

stimulated by the observation

understanding something which we did not understand before

seeing something in a whole new light

understanding something has a new role in peoples lives

‘untaking’ something for granted

AAAArticulation

of a new perspective about the brand

based on the understanding stimulated by the observation

a new story to tell

what was the OUA chain leading to the Snickers message?

1. new observation / truth

have you noticed that… when you get really hungry

you become restless and angry?

the Snickers case

2. new understanding / meaningwithin the brand context

hunger has (and therefore Snickers has) psychological and

emotional consequences that effect the way we behave

the Snickers case

3. articulation of a new perspectiveabout the brand

by helping you overcome hunger, Snickers helps you stay youSnickers helps you stay youSnickers helps you stay youSnickers helps you stay you

the Snickers case

financial crowdfunding has become a valuable marketing tool

crowdfunding: what is it about?

building a community

from the Kickstarter website

making something together

People love backing projects.People love backing projects.People love backing projects.People love backing projects.

Everyone loves being a part of creating something new.

Millions of people have jumped in to support creators on

Kickstarter. They’ve gotten some great rewards, and a unique

look into the creator’s process in return. It’s about more than

money. It’s people making something together.

People love backing projects.People love backing projects.People love backing projects.People love backing projects.

Everyone loves being a part of creating something new.

Millions of people have jumped in to support creators on

Kickstarter. They’ve gotten some great rewards, and a unique

look into the creator’s process in return. It’s about more than

money. It’s people making something together.

from the Kickstarter website

from the Indiegogo website

making a difference

= investing in something you believe in and making it happen

= emotional crowdfunding

crowdfunding: what is it about?

emotional crowdfunding can be very impactful for all brands

of all sizes

emotionally connected → emotionally involved → emotionally invested

mutual effort to help this succeed ← physically involved ← partnership

emotional crowdfunding:

� identify an observation based on a meaningful truthmeaningful truthmeaningful truthmeaningful truth:

where do people express frustration, discomfort, tension, incompetence, etc.?

� pursue an new understanding and then articulate a new perspective about the brand:

which helps solve, helps helps solve, helps helps solve, helps helps solve, helps overcome or overcome or overcome or overcome or even simply gives a stage even simply gives a stage even simply gives a stage even simply gives a stage to an issue which is

meaningful yet invisible, thereby generating emotional investmentemotional investmentemotional investmentemotional investment

OUA & attracting emotional investment

1. new observation / truth

have you noticed that… behind every great athlete there are parents

which have worked just as hard as him so that he/she would succeed?

the P&G case

2. new understanding / meaningwithin the brand context

in contrast to the athlete’s investment, the huge investment by their moms

(which are our TA) is usually unnoticed or less appreciated.

they don’t get the credit they deserve.

the P&G case

3. articulation of a new perspectiveabout the brand

as a brand which understands moms and their needs thereby helping

them become heroes in everyday life, we should also help them get

recognized for it.

the P&G case

presenting a structured tool for future thinking

http://www.youtube.com/watch?v=XpaOjMXyJGk

Creative effectiveness GPhttp://www.youtube.com/watch?v=mbdsHnVedS4

pattern of thinking?

Search for a ConflictSearch for a ConflictSearch for a ConflictSearch for a Conflict

� when people experience conflicts, they experience tension, frustration, discomfort,

guilt, ‘‘‘‘inner dramainner dramainner dramainner drama’’’’, so they search for something or someone that might help them

� therefore, identifying conflicts can lead to the creation of a brand idea which is

relevant and meaningful to people and their lives

� inspires an idea which ignites emotional investment

search for conflicts

desire to feel beautiful

strong self criticism

obligation to visit the family

freedom to do what I want/like

he creates the mess

I clean the mess

internal

conflicts

external

conflicts

there are two kinds of conflicts

internal

conflicts

two or more aspects in the inner world

of a person oppose each other

external

conflicts

aspects in the world of a person

and aspects in the world of others

oppose each other

Behavior

Beliefs / Views / Values

Wants/ Desires

Emotions

territories of conflict

Behavior

My Beliefs / Views / Values

My Wants/ Desires

Emotions

internal conflict

Someone Else's

Behavior

My Beliefs / Views / Values

Wants/ Desires

EmotionsNeeds

external conflict

bring to mind the brand idea, its purpose, idea, its purpose, idea, its purpose, idea, its purpose,

the values it representsthe values it representsthe values it representsthe values it represents;

think about why, where, when and how

it is used, or could be used;

consider who’s using it and who’s not using

it but could;

are there any conflicts there resulting in

frustrationsfrustrationsfrustrationsfrustrations, , , , discomfort, tensions, discomfort, tensions, discomfort, tensions, discomfort, tensions, etc.?

Behavior

Wants/ Desires

Emotions

search for conflicts which are connected

to the brand content world

Behavior

Wants/ Desires

Emotions

connected life

Behavior

Wants/ Desires

Emotions

consideration phase

connected life

internal conflict:

desire to get something new

attachment to something old

http://www.youtube.com/watch?v=I07xDdFMdgw

Behavior

Wants/ Desires

Emotions

consideration phase

selection phase

consumption phase

connected life

many meaningful conflicts are ignited by the world

we live in: traditions, rules, social norms & conventions

http://www.youtube.com/watch?v=A5kTiP4wDQU

eating the way I want

respecting tradition

http://www.yout

ube.com/watch?

v=27kGHoreQow

http://www.youtube.com/w

atch?v=SUzvT9rHf2M

pattern of thinking?

Fight for a CauseFight for a CauseFight for a CauseFight for a Cause

“any idea or goal with a common objective

which leads people to action

in order to change or to obtain it”

definition of a “cause”

create a cause which embodies the brand idea/message and was not there before,

relevant to the TA’s lives,

then launch a campaign in which the brand presents the cause and brings it to life

supplying initial platforms for people to engage with the cause, act upon it

and even make it their own

causebrand

causesocial

mobile

sympathy

awareness

brand cause emotional

investment

Observation: Millennial’s technological world is programmed to

eliminate physical contact

Understanding: the thing youths desire the most is the thing which

is hardest for them to obtain

Articulation: Doritos as a brand which represents “togetherness” is

bringing slow dancing back into playlists so that physical contact can

be obtained without difficulty

Observation: the most beautiful things about a person are said to

him when…. he has passed away

Understanding: they are spoken when it’s too late, when they

cannot be heard and appreciated

Articulation: Dela as a funeral insurance brand which believes in

being there for each other when we are alive, is encouraging

people to show affection and appreciation to someone they love

today, before it’s too late

Observation: Romanian’s national self esteem is not as high as it

used to be, however their patriotism rises whenever their national

identity is snubbed

Understanding: Google predictions reflect a negative outlook on

Romanians, which does not represent the truth

Articulation: ROM which acts as a beacon of patriotism in Romania,

is changing the perceptions of Romanians on Google (and around

the world)

• can be humoristic

• can be controversial

• can be fictional

• cannot be a problem everyone is talking about

• represents the brand idea/message

Fight for a Cause ≠ Cause Related Marketing

that’s why you can (actually must)…

a great tool for revealing impactful insights

thinking about a cause provides a mental lens which helps us identify specific observationsmental lens which helps us identify specific observationsmental lens which helps us identify specific observationsmental lens which helps us identify specific observations

about consumers, their needs, their difficulties and the brand’s role in life

where do they feel tension, frustration, discomfort, ‘inner drama’, not only in regard to conflicts?

a new meaningful, engaging perspective about the brand

http://www.youtube.c

om/watch?v=vrO3TfJc

thank you.thank you.thank you.thank you.

for more info about our training programs, thinking tools,

lectures, and creative marketing communications consultancy

please contact us at

info@themindscapes.com

or visit us at

www.themindscapes.com

which make a difference, not just make sense · © 2014 all rights reserved to mindscapes which...

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