TMRC Seeding Workshop Brief Intro

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TMRC – From Consumer Myths to Brand Legends SEEDING™ SEEDING™ TMRC TMRC Brand Positioning Brand Positioning Workshop Workshop Seeding our most powerful Consumer Insights into the Marketer’s Heart & create Effective Brand Positioning / Big Idea

Transcript of TMRC Seeding Workshop Brief Intro

Page 1: 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

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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?

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“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!

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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

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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

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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

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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

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3

BRAND-Storming

People to Positioning

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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

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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

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Harvesting Harvesting THE Brand Story & Brand Positioning

– the Big Idea

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Harvesting Harvesting THE Brand Story & Brand Positioning

– the Big Idea

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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

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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!