which make a difference, not just make sense · © 2014 all rights reserved to mindscapes which...
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© 2014 All rights reserved to Mindscapes© 2014 All rights reserved to Mindscapes
which make a difference, not just make sense
ravid kuperberg
9.10.14
@
© 2014 All rights reserved to Mindscapes
finding the logic
behind the magic of
insightful creative ideas
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analyzing award winning ideas
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identifying similar thinking patterns
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understanding the mechanism
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presenting structured tools for future thinking
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http://www.youtube.com/watch?v=uA7-31Cxc2I
http://www.youtube.com/watch?v=MixNh9L7G5M
https://www.youtube.com/watch?v=qIVDxL2lgN4
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http://www.youtube.com/watch?v=0ruHOaHrGnQ
http://www.youtube.com/watch?v=57e4t-fhXDs
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what is an insight?
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an insight is not a single revelation
let’s start with what it is not:
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an insight is a chain of events
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volcanic eruption
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insight = OUAOUAOUAOUA
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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
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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
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AAAArticulation
of a new perspective about the brand
↓
based on the understanding stimulated by the observation
↓
a new story to tell
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what was the OUA chain leading to the Snickers message?
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1. new observation / truth
have you noticed that… when you get really hungry
you become restless and angry?
the Snickers case
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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
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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
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financial crowdfunding has become a valuable marketing tool
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crowdfunding: what is it about?
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building a community
from the Kickstarter website
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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
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from the Indiegogo website
making a difference
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= investing in something you believe in and making it happen
↓
= emotional crowdfunding
crowdfunding: what is it about?
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emotional crowdfunding can be very impactful for all brands
of all sizes
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emotionally connected → emotionally involved → emotionally invested
mutual effort to help this succeed ← physically involved ← partnership
↓
emotional crowdfunding:
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� 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
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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
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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
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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
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presenting a structured tool for future thinking
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© 2014 All rights reserved to Mindscapes
http://www.youtube.com/watch?v=XpaOjMXyJGk
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Creative effectiveness GPhttp://www.youtube.com/watch?v=mbdsHnVedS4
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© 2014 All rights reserved to Mindscapeshttp://www.youtube.com/watch?v=tqLoXq1_lUo
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pattern of thinking?
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Search for a ConflictSearch for a ConflictSearch for a ConflictSearch for a Conflict
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� 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
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desire to feel beautiful
vs.
strong self criticism
search for conflicts
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obligation to visit the family
vs.
freedom to do what I want/like
search for conflicts
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he creates the mess
vs.
I clean the mess
search for conflicts
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internal
conflicts
external
conflicts
there are two kinds of conflicts
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internal
conflicts
↓
two or more aspects in the inner world
of a person oppose each other
there are two kinds of conflicts
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external
conflicts
↓
aspects in the world of a person
and aspects in the world of others
oppose each other
there are two kinds of conflicts
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Needs
Behavior
Beliefs / Views / Values
Wants/ Desires
Emotions
territories of conflict
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Needs
Behavior
My Beliefs / Views / Values
My Wants/ Desires
Emotions
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internal conflict
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Someone Else's
Behavior
My Beliefs / Views / Values
Wants/ Desires
EmotionsNeeds
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external conflict
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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.?
Needs
Behavior
Beliefs / Views / Values
Wants/ Desires
Emotions
search for conflicts which are connected
to the brand content world
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Needs
Behavior
Beliefs / Views / Values
Wants/ Desires
Emotions
search for conflicts which are connected
to the brand content world
connected life
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© 2014 All rights reserved to Mindscapes
Needs
Behavior
Beliefs / Views / Values
Wants/ Desires
Emotions
search for conflicts which are connected
to the brand content world
consideration phase
connected life
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internal conflict:
desire to get something new
vs.
attachment to something old
http://www.youtube.com/watch?v=I07xDdFMdgw
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Needs
Behavior
Beliefs / Views / Values
Wants/ Desires
Emotions
search for conflicts which are connected
to the brand content world
consideration phase
selection phase
consumption phase
connected life
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many meaningful conflicts are ignited by the world
we live in: traditions, rules, social norms & conventions
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http://www.youtube.com/watch?v=A5kTiP4wDQU
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eating the way I want
vs.
respecting tradition
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http://www.yout
ube.com/watch?
v=27kGHoreQow
© 2014 All rights reserved to Mindscapeshttp://www.youtube.com/watch?v=bBfM2cMKsSg
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http://www.youtube.com/w
atch?v=SUzvT9rHf2M
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pattern of thinking?
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Fight for a CauseFight for a CauseFight for a CauseFight for a Cause
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“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”
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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
idea
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causebrand
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causesocial
media
mobile
blogs
TV
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sympathy
awareness
brand cause emotional
investment
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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
OUA
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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
OUA
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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)
OUA
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• 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
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that’s why you can (actually must)…
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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
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© 2014 All rights reserved to Mindscapeshttp://www.youtube.com/watch?v=TgEuXy47ttc
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http://www.youtube.c
om/watch?v=vrO3TfJc
9Qw
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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
or visit us at
www.themindscapes.com