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
WHITE SPACE
50% vs.
50%
68%
32%
52% 48%
34%
66%
9%
91%
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
20
5,000 emotional words
96 That predict behavior with 92% accuracy
3X
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?
$138
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...?
Trustworthy
Knowledgeable
Friendly
Fam
iliar
Nurturing
Inspirin
g
Fun
Inte
rest
ing
Excited Comforted
Strong
Self confident
Inspired
?
Smells good…
Stinky
CANNED TUNA
?Right space??
Different
Active
Modern
Trendy
Youthful
Special
Trusted
Nurturing
Teach
Trust
Com
fort
Care
Empathize
Delight
Eng
age
Inspire
$250 million
$850 million
$30 million
InterestedAlive
ExcitedTurned on
FascinatedSurprised
Shocked
Interesting
Passionate
OptimisticCreative
Active
Extroverted
Brave
Different
OutdoorsyModernSporty
A GossipTheatrical
A Show-off
Outspoken
Cunning
Long-winded
Visually AppealingImported Ingredients
Exotic Seasonings
Sea Salt
Spicy
And more . . .•Values• Shapes •Smells •Archetypes
Teach
Trust
Comfort
Care
Empathize
Delight
Enga
ge
Inspire
$250 million
$850 million
RIGHT SPACE NOT
WHITE SPACE
QUESTIONS
69
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