six degrees | a sensory branding agency
six degrees Managing Sensory CuesAdvertising Research Foundation PresentationJune 2010
About Six Degrees
six degrees | a sensory branding agency
3About us
Founded in 1999
Based in Scottsdale, AZ
Support national and international brands
Broad international experience (17+ countries)
six degrees | a sensory branding agency
4our services
RESEARCH STRATEGY TRANSLATION CREATIVE
Insight miningBrand image & positioning
Competitive intelligence
Brand strategyMarketing strategyCampaign strategy
SensoryQBrand cascading
Messaging blueprint
PrintWebVideo
BroadcastTradeshows
six degrees | a sensory branding agency
5Partial Client List
SensoryQ
six degrees | a sensory branding agency
7The Problem with Words
responsive
sporty
youthfulplayful
leader
rugged
reliable
sophisticated
superior
Leading edge
high quality
advanced
luxurious
six degrees | a sensory branding agency
Strong?
six degrees | a sensory branding agency
Contemporary Sophistication?
six degrees | a sensory branding agency
10The Problem with Words
ruggedresponsive
sporty
youthfulplayful
leaderreliable
sophisticated
superior
Leading edge
high quality
advanced
luxurious
Words are imprecise!
six degrees | a sensory branding agency
11Also…
six degrees | a sensory branding agency
12Sensory Research Tool
six degrees | a sensory branding agency
13What it is
A research tool that identifies sensory stimuli and sensory cues that resonate with the target audience
• In response to brands• In response to attributes• Qualitative and quantitative (online)
six degrees | a sensory branding agency
14How it can be used
Sensory positioning
Brand image assessment
Brand differentiation
Insight mining
Advertising
Package design
Web optimization
six degrees | a sensory branding agency
15
Thousands of images
six degrees | a sensory branding agency
16Many different categories
six degrees | a sensory branding agency
17Sensory Cues
Each image has a profile
on 130+ sensory cues
six degrees | a sensory branding agency
18Sensory Cue Profile
six degrees | a sensory branding agency
19Sunglasses
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20Sensory Model
six degrees | a sensory branding agency
21Sensory Cues
six degrees | a sensory branding agency
22Other Stimuli
Metals
Woods
Fabrics
Salt & pepper shakers
Music
Case Study 1
six degrees | a sensory branding agency
24Case Study
six degrees | a sensory branding agency
25Brand Attributes
Professional and Personal
Reliable and Proven
Safe, Effective, Affordable
Dynamic Leader
six degrees | a sensory branding agency
26Existing ads
?Professional and Personal
Reliable and Proven
Safe, Effective, Affordable
Dynamic Leader
six degrees | a sensory branding agency
27Brand Attributes
Professional and Personal
Reliable and Proven
Safe, Effective, Affordable
Dynamic Leader
What are the sensory cues that trigger the perception of
these attributes in the target audience?
six degrees | a sensory branding agency
28SensoryQ Research
Qualitative research with women who are interested in hair removal and do not reject laser hair removal option
Focus groups with 3 different segmentsSub-teams select images & cross-present to each otherImage categories:
Women Salt & pepper shakersMen Sun glassesLamps WatchesWomen’s shoes InteriorsChairs
six degrees | a sensory branding agency
29Sensory Model
Most Dominant Sensory Cues
Lighting Form/ShapeSoft angular &
roundedReflected flowing
verticalColor sleekMuted
Composition Texture/Finishassymetrical smoothclean glossyintegrated elementsnaturalartfulcontemporary
Personalityfriendly, but somewhat aloofquietly confidentcontemplativesophisticated
six degrees | a sensory branding agency
30Print ads
six degrees | a sensory branding agency
31TV ad
six degrees | a sensory branding agency
32Collateral
six degrees | a sensory branding agency
33Web
six degrees | a sensory branding agency
34Poster
six degrees | a sensory branding agency
35Retail design
six degrees | a sensory branding agency
36Results
1. ALC recorded their best sales month in company history, one month after launch of new campaign
2. Web bookings increased 60%
3. Average spend per customer increased 33%
4. Sales reps commented that “the new look and professional ads helped make their job easier”
5. New look got standing ovation at the national sales meeting
Case Study 2
six degrees | a sensory branding agency
38Case Study
Brand Xa well known cosmetics brand
six degrees | a sensory branding agency
39Brand Attributes
Clean, Fresh & Natural
Fun, Up-Beat & Spirited
Simple Beauty
Beautifully Natural
six degrees | a sensory branding agency
40Objective: Understand…
To what extent does Brand X visually push our brand attributes?
To what extent do our competitors visually own our brand attributes?
How to improve retail packaging to better communicate our brand attributes
six degrees | a sensory branding agency
41Methodology
SensoryQ 20-min online survey
1,250 female cosmetics buyers/users
Ages 12-65, segmented by age, ethnicity & shopper type
Visualize each brand attribute and then each of 3 brands (Brand X and 2 competitors)
Open-ended rationale on image selections
Select best-fitting image from of the following galleries:
activities colors interiors shoes (women)animals fonts men sunglassesarchitecture interactions packaging women
six degrees | a sensory branding agency
42Women
six degrees | a sensory branding agency
43Fonts
six degrees | a sensory branding agency
44Interiors
six degrees | a sensory branding agency
45Women’s shoes
six degrees | a sensory branding agency
46Brand Attributes
Simple BeautyCleanFresh
Natural
FunUpbeatSpirited
Beautifully Natural
correlation Clean Fresh Natural Simple Beauty Fun Upbeat Spirited Beautifully Natural
Clean Fresh Natural - 0.68 0.12 0.79
Simple Beauty 0.68 - 0.06 0.84
Fun Upbeat Spirited 0.12 0.06 - 0.06
six degrees | a sensory branding agency
47Brand X vs Competitors
vs Roll-UpRoll-Up:
Clean, Fresh, NaturalSimple Beauty
Fun, Upbeat, SpiritedBeautifully Natural
Brand X Competitor 1 Competitor 2
correlation Roll-up Brand X Competitor 1 Competitor 2
Roll-up - 0.48 0.46 0.68
Brand X 0.48 - 0.81 0.56
Competitor 1 0.46 0.81 - 0.49
six degrees | a sensory branding agency
48Brand Attribute Leverage
Point of ParityClean, Fresh, Natural
Simple BeautyBeautifully Natural
Brand X Competitor 1 Competitor 2
correlation POP Brand X Competitor 1 Competitor 2
POP - 0.41 0.39 0.69
Brand X 0.41 - 0.81 0.56
Competitor 1 0.39 0.81 - 0.49
six degrees | a sensory branding agency
49Brands vs Fun, Upbeat &
Spirited
Fun, Upbeat, Spirited Brand X Competitor 1 Competitor 2
Correlation Fun, Upbeat, Spirited Brand X Competitor 1 Competitor 2
Fun, Upbeat, Spirited - 0.33 0.32 0.17
Brand X 0.33 - 0.81 0.56
Competitor 1 0.32 0.81 - 0.49
six degrees | a sensory branding agency
50Brand association with
brand attributes
Brand Fun, Upbeat, Spirited POP Equity Elements
Brand X 0.33 0.41
Competitor 1 0.32 0.39
Competitor 2 0.18 0.69
0
0.10
0.20
0.30
0.40
0.50
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0.70
0.80
Brand X Competitor 1 Competitor 2
POP Elements
Fun, Upbeat, Spirited
six degrees | a sensory branding agency
51Sensory Model: Fun,
Upbeat & Spirited
sensory cues
Color
Vibrant
Non-Metallic
Opaque
Light
Solid
Lighting
Natural
Single Source
Bright
CompositionDynamic
Personality
Friendly
Vibrant
Approachable
Confident
Relaxed
Form/Shape
Rigid
Sturdy
Angular
Complex
Simple
Texture/Finish
Hard
Smooth
Cues highlighted in blue are unique to this equity element when compared to POPs
six degrees | a sensory branding agency
52Suggested packaging
mods
Concept 1 Concept 2
Concept 3
Vibrant
Clean
Confident
Approachable
Relaxed
Friendly
Simple
six degrees | a sensory branding agency
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