TMRC Seeding Workshop Brief Intro
-
Upload
tmrcresearch -
Category
Technology
-
view
868 -
download
1
Transcript of TMRC Seeding Workshop Brief Intro
TMRC – From Consumer Myths to Brand Legends
SEEDING™SEEDING™TMRC TMRC Brand Positioning Brand Positioning
WorkshopWorkshop
Seeding our most powerful Consumer Insights into the Marketer’s Heart & create Effective Brand
Positioning / Big Idea
Insights to Application Dilemma:Insights to Application Dilemma:
How often do we hold a truly revealing consumer insights How often do we hold a truly revealing consumer insights report but find its conversion into action rather challenging? report but find its conversion into action rather challenging?
How to develop effective concepts and positioning? How to develop effective concepts and positioning? How do we create the Big Idea from our insights?How do we create the Big Idea from our insights?
“Seeding”?
It helps marketers to not only think about the consumer,
but also think and feel AS the consumer
THUS: brand positioning = consumer’s heart + marketer’s expertise
What TMRC Seeding™ Workshops accomplish:
As consumer insight and insight realization professionals, we coach marketers to grow insight right into the heart,
we lighthouse you through consumer myths to create your brand legend!
4
SeedingSeedingthe Consumer Insightthe Consumer Insight
Planting and Planting and NurturingNurturing
the Consumer the Consumer TreeTree
Brand StormingBrand StormingPPeople to eople to PPositioning ositioning
HarvestingHarvestingthe Brand Positioningthe Brand Positioning
Development Process
1
Seeding the consumer insight
• Debrief on Psychological Consumer Insights from our ZMET® Deep Dive into the Consumer’s Mind
& TMRC initial path forward blueprint
• Further Peripheral Behavior & Market Dynamics Understanding
1
Seeding the consumer insight
• Debrief on Psychological Consumer Insights from our ZMET® Deep Dive into the Consumer’s Mind
& TMRC initial path forward blueprint
• Further Peripheral Behavior & Market Dynamics Understanding
2Plantingconsumer insight
into marketers’ heart
2Plantingconsumer insight
into marketers’ heart
Seed: Insights / Key Seed: Insights / Key Emotional SpacesEmotional Spaces
ItemsItems
PhotosPhotosStoriesStories
ProductsProducts
Go into her lifeGo into her life
All WS participants
complete assignment
Bring insights to life: photos,
items, stories, products and brands that represent consumer
Think, feel and see the world
like your consumer
Full mental immersion into
insight with “seeding” materials –
“being” consumer 24/7
7
3
BRAND-Storming
People to Positioning
3
BRAND-Storming
People to PositioningBrand-Storming Workshop:Brand-Storming Workshop:
• Using mental maps and visualizationsUsing mental maps and visualizations• Using advanced Story-telling techniques = Using advanced Story-telling techniques =
Ideation focused on key Insight SpacesIdeation focused on key Insight Spaces• Idea nurturing to pinpoint best pathsIdea nurturing to pinpoint best paths• + consumer observation feedback+ consumer observation feedback• + brand assets+ brand assets• + Category trends+ Category trends• + Competitive environment+ Competitive environment
Brand-Storming Workshop:Brand-Storming Workshop:
• Using mental maps and visualizationsUsing mental maps and visualizations• Using advanced Story-telling techniques = Using advanced Story-telling techniques =
Ideation focused on key Insight SpacesIdeation focused on key Insight Spaces• Idea nurturing to pinpoint best pathsIdea nurturing to pinpoint best paths• + consumer observation feedback+ consumer observation feedback• + brand assets+ brand assets• + Category trends+ Category trends• + Competitive environment+ Competitive environment
Storytelling model -4 Elements Storytelling model -4 Elements
Seedingthe Consumer Insight
Planting & Nurturingthe Consumer Tree
Brand StormingPeople to Positioning
Harvestingthe Brand
Positioning
Ideation Tool: Brand Storytelling Model• Storytelling is very effective for building emotional
bonding• A story communicates values in a way that consumers
can all understand, and it speaks to consumers’ emotions and relevancy
44
Harvesting Harvesting THE Brand Story & Brand Positioning
– the Big Idea
44
Harvesting Harvesting THE Brand Story & Brand Positioning
– the Big Idea
Brand Idea / Theme
“Big Idea”
Brand Idea / Theme
“Big Idea”
Brand Concept & Positioning
Brand claim & RTB
Brand Concept & Positioning
Brand claim & RTB
Seeding™ Workshop Output: Seeding™ Workshop Output: Concepts – Brand Positioning – The Brand Story – Brand Concepts – Brand Positioning – The Brand Story – Brand
IdeaIdea
TMRC – From Consumer Myths to Brand Legends 11
TMRC Thailand:2 Ploenchit Center, G Floor, Sukhumvit Road,
Klongtoey Nua, Wattana, Bangkok 10110, Thailand
Tel: +66 (0) 2 305 6629 Fax: +66 (0) 2 305 6674
TMRC China:Floors 2-3, Bldg. B, 1000 Chang Ping Rd, Shanghai
200042, China上海市昌平路 1000 号 B 座 2-3 楼 / 邮编 : 200042Tel: +86-21-6218-3377 Fax: +86-21-6271-
1217
TMRC India:123, 1st Floor, Vipul Agora, M.G. Road Gurgoan,
122001, Delhi, IndiaTel: +91 124 4609906 Fax: +91 124 4609900
Please contact us for a short personal Please contact us for a short personal presentation on specific approaches and presentation on specific approaches and
techniques for these workshops, and techniques for these workshops, and captivating case studies!captivating case studies!