In order to develop the concept that wins the hearts of consumers, we have been researching for 15 years to logically link the subconsciousness and the intuition of consumers.
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.
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.
In consumer insight research, a method called “laddering” is frequently used to extract functional benefits and emotional benefits associated with product attributes. The aim of "laddering" is to create a pyramid-shaped product value map in order to understand the value structure. Using the product value map, the consumers' subconscious "brain concepts" and "perceived values" are inferred.
The whole picture of the "brain concept" is perceived as the abstract mental image called "personality".
When it comes to brand with package design and package copy, the abstract & concrete image of the design and copy affects the consumers' perception of product attributes and functional & emotional benefits. In particular, the impression received from the whole package has a great influence on the "personality". Other factors that influence consumers' perception include logos, slogans, user images, advertisements, distribution locations, the company's organizational culture, and country of origin.
In the case of BTOB, the personality of the salesperson frequently contacted also affects customer perception.
Because "laddering" uses only consciousness and pre-consciousness that can be expressed in words, it does not cover the entire structure of the "brain concept" though; you can at least understand the following things.
Which product characteristics produce what concrete concepts?
Which concrete concepts produce what abstract concepts?
Which product characteristics produce what types of consumer benefits (functional & emotional)?
Which consumer benefits (functional & emotional) meet what kinds of needs?
It will take a lot of effort, time and cost to understand and correct the consumers' "brain concept" after the market introduction of brands.
Vertically Integrated Brand Concept develops and creates the product value map using the past laddering research experiences (with no consumer surveys). We examines the "brain concept" that can keep winning the heart of the consumers and proposes what factors the product need to add or emphasize.
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.
The Wisdom Seminar can be customized to your task or budget. After explaining the concept, we can conduct workshops with the case studies using your products and brands to deepen the understandings.
The presentation of one wisdom takes a one and half hour, the workshop typed seminar including case studies takes 3 hours per wisdom.