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Durante la conferencia de "Branding y multiplataforma" organizada por la Sociedad de Empresas Periodísticas, Marineal Beke, gerente de Ipsos Perú, expuso acerca de cómo las marcas que tienen una mejor rentabilidad son aquellas que conectan mejor con las motivaciones de sus consumidores.
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Introducing a ground-breaking approach to help
successfully grow your brands
Growing Brands
by Connecting
with Deeper
Human Motivations
Today’s Challenges
‘The Colours!’
Impacting Sales
Today’s Challenges
‘The Colours!’
Impacting Sales
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We've been voted the best marketer of the 20th century .. but that's because we were the biggest shouters. In the 21st century, we want
to be the best listeners AG Lafley, former CEO and Chairman, P&G
Brands are not living up to expectations
People would not
care if 70% of
brands disappeared
Only 20% of global
brands noticeably
improve people’s
quality of life
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Companies with ideals of improving people's lives at the centre of all they do outperform the market by a huge margin …
Jim Stengel Professor at UCLA, Former Global Marketing Officer of Procter & Gamble
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Today’s Challenges
‘The Colours!’
Impacting Sales
WHY ALL THE COLOURS??!!
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STARTING WITH THE HUMAN BEING ....
Our starting point is simple: It’s not about brands,
it’s about people
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People are on a personal journey to satisfy deeper human motivations
DEEPER HUMAN
MOTIVATIONS
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Along the way, they make choices based upon the degree to which the options available to them resonate In order to be successful a brand must resonate with people’s deeper human motivations.
DEEPER HUMAN
MOTIVATIONS
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Censydiam unlocks the path to creating relevant and meaningful brands
It identifies the drivers of
brand growth by connecting brands to people’s needs and
motivations.
We use a Framework to guide our thinking about Human Motivation
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People first - all decisions are made with fundamental consumer needs at the heart
Precise – granularity of description opens up those needs not yet identified
Universal – comparison possible across markets
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In any study labels are customized to the specific market dynamics
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Means to impress
Means to be
generous
Childlike pleasure
Adult pleasure
CHOCO-
LATE
Somewhere I just LOVE
Somewhere I just LIVE
HOUSE
=
HOME
Master of my
CASTLE
My home is my
HAVEN
Open relationship with the bank
Formalised relationship with
the bank
THE
BANK
The bank is my servant
I’m in charge
The bank is my master The bank takes the
initiative
ONE PERSON, DIFFERENT SITUATIONS, DIFFERENT MOTIVATIONS
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ALL BRANDS SHOULD HAVE A CLEAR CENTRE OF GRAVITY WHERE THEIR CORE PERCEPTIONS WILL BE ANCHORED.
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Today’s Challenges
‘The Colours!’
Impacting Sales
A.S.I.C.S.
http://www.youtube.com/watch?v=2SMXKGE_u-Y
ASICS stands for…
Leading technology
First brand in running
#5
… in a very competitive sports market
With high ambition
2010 2012
2015
+100%
brands growas they resonate
with strong motivations.
.
NEEDS &
ASPIRATIONS
“It is important to me that I
can make the perfect corner.
I am constantly trying to
improve my technique and
figure out how we improve
our team tactics”.
“I do everything I can to
make sure we can end as
high as possible. The
ultimate goal is of course to
be the champion.”
“Of course I find it important
that we play well as a team,
but I mainly play a team sport
because I enjoy being together
with friends.”
Why do sport?
develop new
skills and to
be an expert.
stretch my
limits and to
achieve my
goals.
completely let go and
really enjoy the
moment, preferably
with others.
enjoy a fun way
to have a great
time with others.
it’s good for my
body and mind
and helps me to
relax.
Involvement with sport ….
Involvement with running ….
Focus on Performance – Unlimited Competitors
High impact on ASICS brand worldwide
+42%
Brand Equity
2010
2012
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Introducing a ground-breaking approach to help
successfully grow your brands
Growing Brands
by Connecting
with Deeper
Human Motivations
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