【Knowledge about neuroscience findings】

Considering the purchase decision making process based on the findings in neuroscience, we examine how to enhance the brain reward value and what types of images and cues can intuitively predict a better future for consumers.

Although there are many cases where the opinions differ among neuroscientists due to different research methods and results, we introduce only the neuroscience discoveries for which the opinions among the scientists are in agreement.

【Millennials Values】

In product development, we must consider the new values represented by the Millennials generation (born from 1985 to 1999). They put importance on "self-fulfillment", "self-actualization" and "equality".
Millennials emphasize spirituality over materialism, and are more interested in brand philosophy than brand name. They prefer physical and emotional experience and lifestyle to owning products.
Consumption behavior of Millennials is followed by Generation Z (born after 2000), and their values and consumption behavior brought a major impact on the consumption behavior of other generations and have been driving current consumption trends.
For Millennials, status means experience, creativity, authenticity, ecology, share, natural, organic, and fellowship.

Vertically Integrated Brand Concept adds Millennials values (the essence of the consumption trend) to product ideas, with the aim of enhancing the brain reward value. In addition, we will incorporate their values in the SNS activity ideas to strengthen customer bonding after the brand launch.

【Product Value Map】

【Archetype Axes】

Carol Pearson PhD. had studied the archetypes invented by Carl Jung over 30 years and developed twelve archetypes that can classify the ways people perceive things and events. Those twelve archetypes are MECE (without duplication or omission) and universal across borders and generations.



Since 2006, we have used archetypes instead of personification (a research method to compare products and brands to people) and adjectives in our consumer insight surveys.
We are currently using 19 archetypes, as some archetypes combining two of the twelve archetypes were appeared frequently during our insight surveys.

The advantages of Archetype are not only MECE and universal but also that it can evoke common human feelings. Since the brain perceive things not only through five senses but also through interoceptive sense (internal bodily feeling), we need to understand what type of feelings or emotions brands can provide for consumers.

It was fully verified in our past consumer insight surveys that Archetypes always include the product value map mentioned above. It is the worldview that brands provide for consumers, representing the image of the whole brain map that cannot be covered by the product value map. In marketing, we call this worldview as brand personality.
The brand personality is influenced by the various images created by package design, copy, logos, slogans and advertisements.
For enhancing brand authenticity, the consistent brand personality in every contact points with consumers is necessary.
Vertically Integrated Brand Concept examines the suitable brand personality that can cover the product value map and can deliver the product value to consumers at a glance, using Archetypes as an image axes.
In addition, we examine the archetypes of competing brands and consider how to make a differentiation from competitors.