Saatchi&Saatchi Love Marks

1. Measuring The Unmeasurable

2. The Qualitative/Quantitative Conundrum 2 THE CHALLENGE

3. Lovemarks The future beyond brands Love and Respect Loyalty beyond reason Owned by the consumer 3 THE CHALLENGE

4. Commodification Differentiation Competition Consumer Indifference 4 WHY LOVEMARKS?

5. 5 Products to trademarks Trademarks to brands Brands to Lovemarks WHY LOVEMARKS?

6. 6 The Emotional Brain WHY LOVEMARKS?

7. “ The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” Donald Calne, Neurologist 7 WHY LOVEMARKS?

8. People feel about brands the way they feel about people 8 LOVEMARKS

9. Genuine emotional connections with consumers 9 LOVEMARKS

10. Respect and Love 10 LOVEMARKS

11. 11 LOVEMARKS

12. 12 Respect Trust Performance Reputation LOVEMARKS

13. Beyond Respect Mystery Sensuality Intimacy 13 LOVEMARKS

14. Mystery Great stories Past, present and future Taps into dreams Myths and icons Inspiration 14 LOVEMARKS

15. Sensuality Sound Sight Smell Touch Taste 15 LOVEMARKS

16. Intimacy Commitment Empathy Passion 16 LOVEMARKS

17. Valid Emotional Metrics 17 LOVEMARK RESEARCH

18. Unique and proprietary In-depth sensitivity with quantitative rigour Based upon extensive research over last 18 months 18 LOVEMARKING

19. 19 LOVEMARKING Rational Emotional Social Cultural

20. Quantitative Usage in the category Demographics Brand awareness Frequency of use Future buying intentions 20 METHODOLOGY

21. Qualitative Image and word associations Projective techniques - collages, guided dreams, story-telling, archetypes Image and word data banks Cultural responsiveness 21 METHODOLOGY

22. Typical sample size: 300 interviews 22 METHODOLOGY

23. Computer Interface 23 METHODOLOGY

24. Lovemarks Research Validation 24 VALIDATION INTERNATIONAL

25. 25 VALIDATION Love Respect Cereals INTERNATIONAL

26. 26 Cars VALIDATION Love Respect Nissan Chevrolet Toyota Volkswagen Honda Hyundai 2.4 2.6 2.8 3 3.2 3.4 3.6 3.8 4 4.2 1.8 2.3 2.8 3.3 3.8 4.3 INTERNATIONAL

27. 27 New Yorker Subscribers VALIDATION Love Respect 1.5 2 2.5 3 3.5 4 4.5 5 1.5 2.5 3.5 4.5 INTERNATIONAL

28. Love Mystery Sensuality Intimacy 28 VALIDATION INTERNATIONAL

29. Respect Trust Reputation Performance 29 VALIDATION INTERNATIONAL

30. Consumers are far more likely to purchase their Lovemark in the future 30 VALIDATION Cereals - Future Intentions Respect Brands p=0.53  Lovemarks p=0.88 Products p=0.26 Fads p=0.66 Love Cars - Future Intentions Respect Brands p=0.39  Lovemarks p=0.72 Products p=0.17 Fads p=0.66 Love INTERNATIONAL

31. Consumers use their Lovemarks more often (days per year) 31 VALIDATION Fads 41 Products 5 Lovemarks 119 Brands 26 INTERNATIONAL

32. Volume increases in each quadrant - cereals 32 VALIDATION Respect Brands Increases future purchasing intent by 66% Multiplies usage frequency c.5 times  Lovemarks Products Increases future purchasing intent by 238% Multiplies usage frequency c.23 times Fads Increases future purchasing by 33% Multiplies usage frequency c.3 times Love INTERNATIONAL

33. Volume increases in each quadrant - cars 33 VALIDATION INTERNATIONAL Respect Brands Nearly doubles buying intent  Lovemarks Products Multiplies buying intent fourfold Fads Increases buying intent by a tenth Love

34. The New Yorker Project 34 CASE STUDY

35. The New Yorker’s Emotional Halo 35 CASE STUDY

36. In-depth Lovemarks Study Benchmark against 3-4 competitors Value of being a Lovemark Lovemarker diagnostic Segmentation insights Integrated qualitative/quantitative Vivid insights Practical conclusions 36 THE OFFER

37. Timing 2 weeks – questionnaire 2 weeks – fieldwork 3 weeks – analysis 5-7 weeks, actionable results 37 THE OFFER

38. $US40,000 or £24,000 for Lovemarking Study of 300 sample Travel costs not included 38 THE OFFER

39. Versatile Emotivation Idea Testing Designed to nurture breakthrough ideas Heartbeat Relationship Monitoring An emotion based brand tracking system 39 LOVEMARK RESEARCH

40. Lovemark Hothousing Three day workshop Senior level clients Agency teams 40 NEXT PHASE OPTION

41. Explores Lovemark potential Develops high quality ideas 41 LOVEMARK HOTHOUSING

42. Emotional and intuitive Experiential and interactive 42 LOVEMARK HOTHOUSING

43. Cost $US60,000 or £34,000 43 LOVEMARK HOTHOUSING

44. 44