Shobha Prasad-April lecture series - 2014

2014 Platinum Sponsor April Series Sponsor

The Power of the Dark Side Motivation, Positioning and the Seven Deadly Sins

Shobha Prasad – Drshti Strategic Research Services

Shobha Prasad, Drshti Strategic Research Services, India

April Lecture Series 2014

The power of the dark side

Motivation, Positioning & The Seven Deadly Sins

By Shobha Prasad Drshti Strategic Research Services Pvt. Ltd. Presented at ESOMAR Qualitative Conference, Valencia, 2013

Plato’s Chariot Allegory

Gluttony

The Church regarded the most powerful of these passions as Sins…

A Framework of Passion and Control

“ Man is a Rational ” Animal

Gluttony

We went in with these thoughts…

We can evolve a framework around the Seven Passions for use in brand development and communication

Successful Brands directly address these passions

The “Seven Deadly Sins” encapsulate powerful passions that drive behaviour

20 One on One Interviews with young working adults in Mumbai & Delhi

The journey

Literature survey + Discussions with industry experts +

Study of positioning and communication of successful brands

= Construct formation

= Construct ratification + Methodology development

GLUTTONY

The Wheel of

GLUTTONY

“PHYSIOLOGICAL SINS”

GLUTTONY

PRIDE Lust Intense yearning Consummation Deep and possessive relationship Enslavement of the soul.

GLUTTONY

Lust Intense yearning Consummation Deep and possessive relationship Enslavement of the soul.

GLUTTONY

Gluttony is

unbridled, excessive consumption

GLUTTONY

Gluttony is

GLUTTONY

Gluttony is

GLUTTONY

Gluttony is

GLUTTONY

PRIDE Sloth Renunciation of responsibility Retreat into listlessness and blissful absence of thought

GLUTTONY

PRIDE Sloth Renunciation of responsibility Retreat into listlessness and blissful absence of thought

GLUTTONY

Anger is also

about uprising, rebellion

GLUTTONY

“PHYSIOLOGICAL SINS”

GLUTTONY

SOCIAL SINS

Avarice Aggression, plunder, a voracious appetite and victory to garner spoils

GLUTTONY

Hubris

Self-love, Narcissism Unshakeable self-belief Arrogance

GLUTTONY

Envy … Pain caused by the good fortune of others

GLUTTONY

The Wheel of

Guilt accompanies excess For every sinful behaviour there is an equal and opposite expiatory behaviour

“Angel Behaviors”

Gluttony

Humility

Compassion

Chastity

Abstinence

Alacrity/ Diligence

Gluttony

Humility

Compassion

Chastity

Abstinence

Alacrity/ Diligence

Balance

GLUTTONY

The Wheel of Virtue

The Wheel of Sin

Gluttony

Humility

Compassion

Chastity

Abstinence

Alacrity/ Diligence

Balance

GLUTTONY

The Wheel of Virtue

The Wheel of Sin

S O C I A L

P H Y S I O L O G I C A L

GLUTTONY

“Craving” foods

Daily foods Addictive

indulgence

Dieting, exercise, health foods

Relaxing foods

Protein/Growth/

Energy Foods

Rebellious / spicy

Cooling/ soothing

Gourmet foods

Mass, affordable foods

More for me

Gifting, sharing

GLUTTONY

ABSTINENCE

The Passion Wheel and BRAND POSITIONING

CHOCOLATE

CHOCOLATE ALLURE

CHOCOLATE EXCESS

CHOCOLATE BREAK

GOURMET RANGE

CHOCOLATE ENERGY

DIET CHOCOLATE

SPREAD THE CHOCOLATE

GLUTTONY

ABSTINENCE

CHOCOLATE

The Passion Wheel and POSITIONING/ ARCHITECTURE

GOURMET CHOCOLATE

FRUGAL CHOCOLATE

CHOCOLATE EXCESS

ESCAPE INTO CHOCOLATE

ALLURING CHOCOLATE

New product, positioning

ideas…

GLUTTONY

Social network

GLUTTONY

Social network spaces

Exclusive Network

Protest network

Network for relaxation

Compulsive Collectors Network

Romantic Network

Network of Peace

Philanthropic Network

All about Me

Network for sharing

Action Network

Network for the Insatiable

GLUTTONY

Exclusive Network

Protest network

Network for relaxation

Compulsive Collectors Network

Romantic Network

Network of Peace

Philanthropic Network

All about Me

Network for sharing

Action Network

Network for the Insatiable

Social network spaces

GLUTTONY

ABSTINENCE

Pride /Envy

Humility/ compassion

Chastity Lust

Pride /Envy

Abstinence Gluttony

Pride /Envy

Alacrity/ diligence

Pride /Envy

Pacificism Anger

GOING FORWARD…

THE PASSION WHEEL

1. What are the category spaces? 2. What space does your brand occupy? 3. What spaces do other brands occupy? 4. How do you sharpen your stance?

The Passion Wheel can help…

BRAND POSITIONING

FORMULATE HARD HITTING COMMUNICATION

BRAND ARCHITECTURE, BRAND PORTFOLIO

THE PASSION WHEEL

IDEATION FOR NEW PLATFORMS, PRODUCTS

14 PASSION STATEMENTS

FREE FLOW EMOTIONS, EXPRESSIONS, ANECDOTES

Passion P14 Interviews

METAPHORICAL INPUTS USING PICTURES

Passion lies close to the surface

Probe for Passion strength, content

rationalisations

ANALYSED FOR PASSION CONTENT, MAPPED ON PASSION WHEEL USING EMERGING CODES

METHODOLOGY

“ … when genuine passion moves you, say what you've got to say, and say it hot”

D H Lawrence

Thank You

Shobha Prasad Drshti Strategic Research Services India

The Sponsors for this Event

If you are interested in sponsoring a future NewMR event Email Michele.Poynter@TheFuturePlace.com

Shobha Prasad Drshti Strategic Research Services

Ray Poynter The Future Place

Shobha Prasad-April lecture series - 2014

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