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



“ Man is a Rational ” Animal

Gluttony



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



ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

The Wheel of

Sin





ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

“PHYSIOLOGICAL SINS”





ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

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



ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

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



ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

Gluttony is

unbridled, excessive consumption



ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

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



ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE



Anger is also

about uprising, rebellion



ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

“PHYSIOLOGICAL SINS”





ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

SOCIAL SINS





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



ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

Hubris

Self-love, Narcissism Unshakeable self-belief Arrogance





ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE





ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

Envy … Pain caused by the good fortune of others





ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

The Wheel of

Sin



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

“Angel Behaviors”



Devil

Pride

Envy

Anger

Lust

Gluttony

Sloth

Angel

Humility

Compassion

Peace

Chastity

Abstinence

Alacrity/ Diligence



Devil

Pride

Envy

Anger

Lust

Gluttony

Sloth

Angel

Humility

Compassion

Peace

Chastity

Abstinence

Alacrity/ Diligence

Balance

ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

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



ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

Food

“Craving” foods

Daily foods Addictive

indulgence

Dieting, exercise, health foods

Relaxing foods

Protein/Growth/

Energy Foods

Rebellious / spicy

Cooling/ soothing

foods

Gourmet foods

Mass, affordable foods

More for me

Gifting, sharing



ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

ABSTINENCE

The Passion Wheel and BRAND POSITIONING

CHOCOLATE

CHOCOLATE ALLURE

CHOCOLATE EXCESS

CHOCOLATE BREAK

GOURMET RANGE

CHOCOLATE ENERGY

DIET CHOCOLATE

SPREAD THE CHOCOLATE



ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

ABSTINENCE

CHOCOLATE

The Passion Wheel and POSITIONING/ ARCHITECTURE

GOURMET CHOCOLATE

FRUGAL CHOCOLATE

CHOCOLATE EXCESS

ESCAPE INTO CHOCOLATE

ALLURING CHOCOLATE

New product, positioning

ideas…



ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

Social network





ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

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



ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

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



ENVY

GREED

LUST

GLUTTONY

SLOTH

ANGER

PRIDE

ABSTINENCE

Pride /Envy

Humility/ compassion

Chastity Lust

Pride /Envy


Abstinence Gluttony

Pride /Envy


Alacrity/ diligence

Sloth

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

Avoid

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




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Transcript of Shobha Prasad-April lecture series - 2014