Choose The Red Pill or The Blue Pill: Adventures In The Matrix Of The Mind by Shane Skillen of...
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RIGHT SPACE NOT
WHITE SPACE
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WHITE SPACE
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50% vs.
50%
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68%
32%
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52% 48%
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34%
66%
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9%
91%
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5,000 hours of desk research
821,000 pilot interviews
Validation
.92 correlation
Relative hot&spex score within brand category in 2008
Re
lativ
e b
ran
d u
sag
e w
ithin
ca
teg
ory
in 2
00
9
25 30 35 40 45
20
30
40
50
60
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20
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5,000 emotional words
96 That predict behavior with 92% accuracy
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3X
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27
How do you feel about Toyota? How do you feel about the ad you just saw? How do you feel about this website? How do you feel about this package?
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$138
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ans
Non- Fans
Q52.1.1) Brands are not people, but they do have personality. If this Brand was a person would it be more...?
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Trustworthy
Knowledgeable
Friendly
Fam
iliar
Nurturing
Inspirin
g
Fun
Inte
rest
ing
Excited Comforted
Strong
Self confident
Inspired
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?
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Smells good…
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Stinky
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CANNED TUNA
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?Right space??
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Different
Active
Modern
Trendy
Youthful
Special
Trusted
Nurturing
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Teach
Trust
Com
fort
Care
Empathize
Delight
Eng
age
Inspire
$250 million
$850 million
$30 million
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InterestedAlive
ExcitedTurned on
FascinatedSurprised
Shocked
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Interesting
Passionate
OptimisticCreative
Active
Extroverted
Brave
Different
OutdoorsyModernSporty
A GossipTheatrical
A Show-off
Outspoken
Cunning
Long-winded
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Visually AppealingImported Ingredients
Exotic Seasonings
Sea Salt
Spicy
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And more . . .•Values• Shapes •Smells •Archetypes
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Teach
Trust
Comfort
Care
Empathize
Delight
Enga
ge
Inspire
$250 million
$850 million
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RIGHT SPACE NOT
WHITE SPACE
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QUESTIONS
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69
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