What Hockey Means To CanadiansDecember 10, 2012

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Orange: The Inspiring Zone Is based on feeling inspired and optimistic

Blue: The Nurturing ZoneIs linked to feelings of human warmth such as love, caring, and compassion

Grey: The Familiar Zone Is home to feelings of satisfaction and gratitude

Red: The Fun ZoneIs associated with emotions such as enjoyment, amusement, and desire

Yellow: The Interesting  Zone Is built on the core emotion of Interest as well as feelings of amazement and surprise, and being alive and energized

Purple: The Friendly ZoneIs associated with emotions related to liking

Green: The Trustworthy Zone Is grounded in emotions such as trust, loyalty, and respect

Brown: The Knowledgeable Zone Includes core emotions of acceptance and fellowship, as well as feeling informed and self-confident

Impulse to act

Understanding the Maps: Simplifying complexity through the BrandMap™ emotional zones

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Example of a Very Strong Map: Feelings Towards Tim Hortons

The intense ‘heat’ around the centre / core, with ‘heat’ extending outward, and no negative associations (outer ring) indicates a very strong brand

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Example of a very poor map: The general population’s (North American) perceptions of British Petroleum immediately after the oil spill

No ‘heat’ in the centre / core, along with major negative associations (outer ring) indicates a brand in danger

General population North American Sample

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One-third of Canadians claim themselves as “passionate” – even these people have a Love / Hate Relationship with Hockey

Very Passionate

Dissatisfied

Disappointed

Frustrated

Irritated

Disbelief

Cheated

Confused

Unhappy

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For another one-third, Canadians do not have an emotional connection with hockey, or care much about the sport

Neutral

Dissatisfied

Disappointed

Frustrated

Irritated

Disbelief

Cheated

Confused

Unhappy

Uncomfortable

Bored

Disliking

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For the balance of Canadians, there are many deep-seeded negatives for hockey to overcome

Non-Passionate

Dissatisfied

Disappointed

Frustrated

Irritated

Disbelief

Cheated

Confused

Unhappy

Disliking

Uncomfortable

Bored

Disgusted

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Compared to Tim Hortons, hockey does not evoke nearly the same passion and emotion

VS

Very Passionate

Neutral

Non-Passionate

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For non-passionate Canadians, their sentiment on hockey is worse than post the BP oil spill

VS

Very Passionate

Neutral

Non-Passionate

This report is solely for the use of client personnel. No part of it may becirculated, quoted, or reproduced for distribution outside the client organization without prior written approval from LEVEL5 Strategy Group™.

© LEVEL5 Strategy Group™ 2012

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