Neil Gains - Festival of New MR - 2014

The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to:

Our Pla'num Sponsor for 2014

Silver Sponsors

Session Sponsors

Media Partner Fes'val Supporters

•  Schlesinger Associates •  GMI •  krea

The Fes'val of 2014

Neil Gains, TapestryWorks, Singapore Festival of NewMR, December 2014

Finding the Right Emo'ons – A picture paints a thousand words

2014 Pla9num Sponsor

Neil Gains Managing Partner, TapestryWorks Singapore


Finding the Right Emo'ons

•  Our brains think visually

•  Emo9ons are non-‐verbal

•  Imagery can capture emo9ons


INTIMACY


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Divider slide The brain’s transla9on toolkit


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“Emo9ons are evolved mechanisms for mo9va9ng behaviour, helping us to seek what we need to survive by guiding us towards what we like and find pleasurable, while avoiding what may be harmful, damaging or painful. Emo9ons are a way to assess and interact with our ever-‐changing environment, taking into account our current needs and past experiences.”

[source: Emo,on: Pleasure and pain in the brain by Kringelbach & Phillips, page 123]


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CASE STUDY – PART 1

External feedback on a brand’s emo'onal profile


How do they feel now?


How would they like to feel?


CASE STUDY – PART 2

Internal feedback on a brand’s emo'onal profile


How do they feel now?


Staff feedback reflects a focus on confidence, control and idealism with some creativity and rebellion

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ARTIST

EXPLORER

REBEL

JOKER

SEDUCER

EVERYMAN

CAREGIVER

IDEALIST

RULER

GURU

CATALYST


Staff would like to feel much more cooperative and empowered, in a transformed future

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40 WARRIOR

ARTIST

EXPLORER

REBEL

JOKER

SEDUCER

EVERYMAN

CAREGIVER

IDEALIST

RULER

GURU

CATALYST


Capture emo'ons with emo'onal ‘language’

•  Our brains think visually

•  Emo9ons are non-‐verbal

•  Imagery can capture emo9ons be\er than words


THANK YOU

2014 Pla9num Sponsor

Neil Gains Managing Partner, TapestryWorks Singapore


THANK YOU

Website: www.tapestryworks.asia Blogs: www.inspectorinsight.com

www.doctordisruption.com Email: [email protected] Twitter @neilgains

The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to:

Our Pla'num Sponsor for 2014

Silver Sponsors

Session Sponsors

Media Partner Fes'val Supporters

•  Schlesinger Associates •  GMI •  krea

The Fes'val of 2014

Neil Gains - Festival of New MR - 2014

Marketing

Transcript of Neil Gains - Festival of New MR - 2014