TMRC – From Consumer Myths to Brand Legends

Translating Deep Consumer Insights and the Translating Deep Consumer Insights and the Brand’s Big Idea into Creative Development Brand’s Big Idea into Creative Development

& Media Innovation Strategies& Media Innovation Strategies

Transfermagination™Transfermagination™TMRC TMRC Creative Development Creative Development WorkshopWorkshop

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People will happily spend a minute to compose their own version of a brand story – a version that

relevantly reflects their own lives! – but they won’t give 5 seconds of their time to listen to a brand

trying to tell them how they should think.

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get lost

get lost in

in

translation

translation

Making

Making

suresure powerful

powerful

Insights &

Insights &

Brand Brand

Messages

Messages dodo

NOTNOT

during creative

during creative

development

development

Insights to Application DilemmaInsights to Application Dilemma

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Ask yourself…

Does your communication engage consumer to

think and feel, or just let her see and listen via heavy media investment?

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Then ask yourself: if the message itself is engaging, Then ask yourself: if the message itself is engaging, is it delivered in a way that makes it relevant to the is it delivered in a way that makes it relevant to the

brand experience in her mind?brand experience in her mind?

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……and is your and is your framingframing of the message of the message relevant to herself?relevant to herself?

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I have something to

say…how do I put it up here?

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BY USING THE RIGHT BY USING THE RIGHT TOOLS:TOOLS:

We use “Space Constraints” to focus

creative thinking onto our KEY objective:

Motivate the Consumer!

We channel all creative energy

channels on Key Conceptual Spaces.

On those that matter.

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We define Space Constraints: Key Motivating Insight Spaces – Brand Message – the Big Idea

We provide Stimulants – The Creative Toolkit: Proven creative techniques creative techniques to stimulate development of engaging content and psychological framing

We provide critical Guidance: Aligning workshop’s creative output with key psychological space elements from our consumer insights

Transfermagination™: Focus and Free up creative development!

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Transfermagination™ Creative Stimulants – the Toolkit

Metaphor & Metaphor & Conceptual Conceptual

BlendingBlending

Co-ActivationCo-Activation Star RemovalStar Removal

Intelligent Intelligent ExaggerationExaggeration

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KEY Creative Development Technique:KEY Creative Development Technique:

Metaphor Synergy and Metaphor Synergy and Conceptual Blending TechniqueConceptual Blending Technique

Metaphor & Metaphor & Conceptual Conceptual

BlendingBlending

A message is deciphered and experienced by thinking and

feeling, consciously and subconsciously.

Indented brand values become activated and blend into her

mental world, her heart and mind – instead of just feeding the eyes

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Conceptual Blending in Advertising

Still limiting your child to just one way of learning?

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Supportive Creative Technique:Supportive Creative Technique:

Shock & Awe – Stunning the Shock & Awe – Stunning the Mind by intelligent ExaggerationMind by intelligent ExaggerationIntelligent Intelligent

ExaggerationExaggeration

Intelligent Exaggeration is not about making it Intelligent Exaggeration is not about making it big and shocking in order to entertain: big and shocking in order to entertain:

the smartness of delivery emerges after the the smartness of delivery emerges after the “shock wave” recedes, the message left “shock wave” recedes, the message left

behind is deeply imprinted…behind is deeply imprinted…

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Extreme Extreme

Consequence

Consequence

Extreme

Extreme

Benefit

Benefi

t

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Extr

eme

Extr

eme

Effor

t

Effor

t

Extreme

Extreme Alternative

Alternative

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MediaMedia Maximization Maximization & Innovation & Innovation

Transfermagination™ Workshop Creative Stimulants – the Toolkit

Media Maximization & Innovation –Medium Message Blend

to identify effective media element use (to serve the message / experience), evendevelop innovative media form possibilities around the key message and its ”experience”!

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FORM

FORM

SERVES

SERVES

MES

SAGE

MES

SAGE

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CONTE

NT

CONTE

NT

CREA

TES

CREA

TES

FORM

FORM

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TMRC Creative Development Workshop usually takes one full day.

TMRC Insight team, the client’s marketing / brand team, insight team, and their ad agency’s strategic

planners and creative team attend.

At the end of that day there will be an array of engaging creative ideas, and in various media forms.

These are then taken forward, fine-tuned, built upon.

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Most importantly, our Transfermagination™ workshop

serves as valuable inspiration and guidance for your ad agency’s further – insight focused(!) –

creative development!

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To make sure that powerful insights do not

get lost in translation.

TMRC – From Consumer Myths to Brand Legends

www.tmrcresearch.com

TMRC Thailand:2 Ploenchit Center, G Floor, Sukhumvit Road,

Klongtoey Nua, Wattana, Bangkok 10110, Thailand

Tel: +66 (0) 2 305 6629 Fax: +66 (0) 2 305 6674

TMRC China:Floors 2-3, Bldg. B, 1000 Chang Ping Rd,

Shanghai 200042, China上海市昌平路 1000 号 B 座 2-3 楼 / 邮编 : 200042Tel: +86-21-6218-3377 Fax: +86-21-6271-

1217

TMRC India:123, 1st Floor, Vipul Agora, M.G. Road Gurgoan,

122001, Delhi, IndiaTel: +91 124 4609906 Fax: +91 124 4609900