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Brand Kinetics: EPS

Visual Semiotics

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Brand Kinetics - Confidential

Rational brand and product attributes are easily

copied and hard to defend, while emotional

connections are difficult to displace and replicate, they

are unique and ownable. Brands quickly become

interchangeable commodities when they compete on

rational benefits alone. However, it’s not easy for

consumers to explain their emotions, making it difficult

to measure how/why they connect with brands.

The challenge

©2020 All Rights Reserved – Brand Kinetics LLC

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What is a brand?

“A brand is the intangible sum of a product’s attributes.”

David Ogilvy

A brand is what your prospect thinks of when he or she hears your brand

name. It’s everything the public thinks it knows about your name brand

offering—both factual and emotional. A brand name exists objectively;

people can see it, but a brand exists only in someone’s mind.

A brand is a promise, it’s also a bundle

of attributes, and can be a special

badge of appeal.

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A brand is a shortcut to an

emotional connection with

the consumer

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Emotions are core to our System 1 response

In 2011, Daniel Kahneman in his book

“Thinking Fast and Slow” brought to

mainstream marketing and research the

details and application of System 1

(implicit/subconscious) and System 2

(explicit/conscious).

System 1 System 2

95% of decisions 5% of decisions

Unconscious emotion Conscious thinking

Associative Rule following

Fast Slow

Involuntary Controlled

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System 1 decisions have the greatest impact on behavior

SYSTEM 1

SYSTEM 2 CONSCIOUS

UNCONSCIOUS

Rational product and pricing messages

Emotional brand associations

Emotional

Priming

Short term behavioral responses

Long term brand preferences

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Using visual semiotics, EPS (Emotional Positioning

System™) helps us understand

what emotions our brand evokes in

the hearts and minds of the

consumers. Ultimately, giving us to

the tools to forge a closer

connection with them.

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People share emotions through images

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An image is worth 1,000 emotions

Far away, the whole image is complete.

As one moves closer, different elements and structures

capture attention.

When very close, the details in the paint layers and

textures are revealed.

By focusing on different elements, respondents may

connect the same image to unique emotions.

Our EPS tool decomposes each image and identifies

the various emotions associated them.

Think about viewing a Monet.

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Our library of 9,000 images are each

associated with at least 10 emotions

Our normative library has been validated in 50 countries

and has been used successfully in over 90. The model

is international and language agnostic, as the structure

of images is a universal language.

Embattled

Vulnerable

Restrained

Challenging

Hopeless

Restorative

Nurturing

Joyful

Optimistic

Transformative

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We have identified

72 primary emotions

related to color, each

fits into one of nine

emotional segments

Energy Satisfaction Competency

Confidence Authority Creativity

Power Isolation Inertia

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EPS works through six symbolic layers,

altogether, including color, we have identified

144 primary emotional cues

Color

emotional

drivers and

expectations

Shapes

psychological

context

Physical

Context

your role or

place in the

image

Social Context Responsibility Experiential

Context

1 2 3 4 5 6

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How it Works

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Respondents complete a short exercise

Gamified

visual

library UX

Create a collage of (10)

images when taken together

best illustrates the range of

qualities and characteristics

of the brand.

01 Now thinking about Porsche,

the products they produce,

the services they provide

and/or the image that they

project to the world. What

would an IMPROVED

BRAND in this very same

category look like? A brand

that is BETTER in most if not

every way?

Create a collage of (10)

images that you feel best

represents what IMPROVED

BRAND in this category

should be.

02

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We de-code the images to discover

the most associated emotions

Selected images are translated in verbal explanations of

common emotional and psychological motives that make

up the “emotional signature” of a brand choice or other

decision.

We analyze the percentage of image structural elements

found in the selected image responses and compares

that to the images presented as possible choices.

The structures (codes) that over-index the most against

this norm are the unconscious “winners.” These winners

represent the associations with the question that cannot

be random and are directly related to specific emotions.

Strongest Emotional Response

Prepared (162)

Readiness, complete, sense of

adequacy to accomplish upcoming task

3rd Strongest Emotional Response

Energetic (118)

Acute, impassioned, zealous (amplifies

other emotions) -

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We derive the brand’s

emotional signature.

This captures the

“intangible sum” of

attributes and

emotions that are the

brand in consumers

hearts and minds

Emotional

Signature

Anticipating a positive

future

Commanding,

preeminent, superior

Working together,

help or support

accomplishment,

social confidence

Optimistic Dominant Cooperative

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From the emotional

signature, we

create emotional

segment maps

which focus on the

nine core emotional

segments

Emotional

Signature

Emotional

Segment

Map




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Emotional segment maps make it easy to compare

versus your ideal, or competitors

Current

vs Current Ideal

vs










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The Ideal emotional segment map is the key and “how to”

achieve competitive advantage

Unlike

competition, we

illustrate

“HOW” to

achieve this

advantage in

System One

language!

vs Current Ideal

and




Satisfaction Creativity

Target Emotion-Opportunity Satisfied (“Semiotic Definition”)

Target Emotion-Opportunity Creativity (“Semiotic Definition”)

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At its heart EPS is a unique semiotic

deconstruction of the visual environment for the

same signals and clues that the brain reads in its

own pre-conscious “fast thinking”.

This Emotional Signature is the brain's hidden

analysis that always influences and most often

dominates rational decisions.

These diagnostics are translated in verbal

explanations of common emotional and

psychological motives that make up the emotional

signature of a brand choice or other decision.

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Applications

Consumers are more open to messaging when the message is

delivered in same emotional wrapper as they perceive

the brand.

By understanding how different audiences feel about a brand we

can use the Emotional Signature to tailor communications with

those consumers utilizing the same emotional elements.

This can be used for:

• Brand fit

• Product & brand messaging

• Visual optimization

• Logo optimization

• Package optimization

• New product development

• Growth & strategy work

• Market barriers & advantages

• Emotional ethnographies

(mapping the emotional

journey)

• Affinity diagnostics for growing

affinity groups

(AffinityGardens™)

Thank You.

Contact me: Michael C Sack Founder/Owner [email protected] 513-712-0604

mailto:[email protected]

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