Dialego brand sculpture 2011

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WELCOME

to

our Webinar about BrandSculpture

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How Human are Relationships to Brands?

Dialego BrandSculpture

We are

About Us

Founded in 1999 by our Chief Experimentation Officer

(CEO) Andera Gadeib

100 % Online Research

Headquarters in Aachen, Offices in Hamburg, London,

Paris, New York

Close collaboration with Universities, i.e.

Prof. Dr. Frank Piller MIT & RWTH Aachen

Global support of 85 brands in 2010

More than 500,000 interviews per year

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Thoroughbred Market Researchers

driven to open up unusual perspectives

with playful questionnaires for our respondents and

intuitive-visual reports for our clients

Engaging & Listening

About Us

Engaging

Marketing and

creative

departments in

close interaction

with consumers

Listen!

With a focus on

Innovation

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CustomerDialego

Consumer

Some Experiences

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…controlled heating systems with Vaillant and Saunier Duval in Spain …developed

dental hygiene products for Dr. Best …designed Japanese coffee cans for Coca-

Cola … tested colourful chocolate varieties for Ritter Sport …folded big tissues for

pets with SCA … shaped Dove‘s real beauty worldwide … combined sweets in Italy

for Ferrero …discovered new food for thought for women with Verlagsgruppe

Milchstraße …visited US American bathrooms for BASF …thought over new beer

for packs with Carlsberg …discovered a shower paradise for duschdas …counted

frozen peas for iglo ...cleaned dogs for Swirl …put new varieties of cream cheese

on one‘s bread for Philadelphia …created new delicious chocolate apparel for Lindt

…thought about the next generation of shower gel with Henkel …explored coffee

worlds for Tchibo …cooked soup with Knorr …tested „e-frogs“ for the Power

supplier STAWAG …designed car seats with Faurecia …watched Spanish women

cleaning for Vileda …looked in pots for Fissler …painted computer mouses for

Microsoft …put tomato ketchup on shelf for Heinz and vacuum-cleaned for Bosch-

Siemens-Hausgeräte in Sweden.

In the last months and years we

have…

BrandSculpture

BrandSculpture

Once upon a time: Family Sculpting

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23.11.2011

Understanding emotional

relationships is essential

in family constellations.

We discovered: brands &

their users act as a family.

Relationships and

emotions play the most

important role.

With the new technique:

distances become visible

and tell the story about

brands & their users.

From Family to BrandSculpture

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BrandSculpture

BrandSculpture Measures

BrandSculpture

Creating new scores to evaluate closeness & distance

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23.11.2011

Distance Scores Position Scores Figure Score

Distance of the brand to

the consumer and to all

other rival brands

Are visualized

differentiatingly in

a) centre / outside

b) upper and lower half

of the board

The circumference of the

whole sculpture

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Sculptures

are

Manifold

This young woman is nearly

sitting on bebe - Cosmetics (DE)

BrandSculpture: Example

This woman loves nature and phar-

macy cosmetics - Cosmetics (DE)


And this man is not very committed to

body care – Cosmetics (DE)


Aha! Men and technique obviously

create more closeness – Telco (DE)


From the Individual

To Target Groups -

From a Single Sculpture

to Group Scores

Average sculptures men vs women –

Cosmetics (DE)

BrandSculpture: Results

Women

Men

Notable differences within younger

target groups – Cosmetics (DE)


Mainstream

Natural & pharmacy cosmetics

Men Line Extension

Natural & pharmacy cosmetics

Mainstream + Men Line Extensions

Women 14-29 years

Men 14-29 years

Does Closeness Influence Purchase Intention?

Big distance = low purchase activity

for the Cosmetic brand (DE)


far

17,4

0

20

40

60

Kauf

Marke

Distance and purchase activity

Within persons who placed

the brand very far from the

ME, 17,4% of the test did

purchase the brand

Closeness drives purchase

behaviour! Cosmetics (DE)


close

57,5

0

20

40

60

Kauf

Brand

Distance and purchase activity

How close

Are Media Brands

To my Target?

Densely packed:

Media Brands and the consumer (DE)


Interesting: Print brands move closer

to ME in higher educated target groups


No graduation/ elementary school

College or higher education

A View into the Depths!

225

227

222

227Pro7

ARD

ZDF

RTL


180

226

117Google

YouTube

Facebook

245

271

249stern

Spiegel

Zeit

255

243

223Web.de

Yahoo!

T-Online

Distance between consumer and brand [in Pixel]

TV Print

Newer Web-brands Mail-provider

Google is very close to the consumer

Media Case (DE)

I/2011, Gesamt: 2267 Fälle

225

227

222

227215

225

243

218

Pro7

ARD

ZDF

RTL

Young people are close to Facebook &YouTube

but far from ZDF & T-Online


180

226

11796

130

160

Google

YouTube

Facebook

90 140 190 240

245

271

249247

237

270

stern

Spiegel

Zeit

255

243

223218

257

251

Web.de

Yahoo!

T-Online

Distance between brand * and consumer (in pixel)

TV Print

Newer Web brands Mail provider

I/2011, 14-29 years: 723 cases

222

227

225

227228

248

245

222

Pro7

ARD

ZDF

RTL


180

226

117128

167

209

Google

YouTube

Facebook

90 140 190 240

271

245

249274

271

278

stern

Spiegel

Zeit

243

255

223200

259

264

Web.de

Yahoo!

T-Online

Distance between consumer* and brand (in pixel]

TV Print

Neuere Web-Marken

In lower social levels YouTube and Facebook are significantly closer

Mail-Anbieter

I/2011, lower social level: 449 cases

225

227

222

227226

203

206

233

Pro7

ARD

ZDF

RTL


180

226

117116

203

260

Google

YouTube

Facebook

90 140 190 240 290

245

271

249217

234

248

stern

Spiegel

Zeit

255

243

223212

250

221

Web.de

Yahoo!

T-Online

Distance between consumer* and brands [in pixel]

TV Print

Newer Web brands

In upper social levels Stern, Spiegel & Zeit move closer to the test persons, Facebook drifts apart

Mail provider

I/2011, Upper social level : 288 cases

What is the Relevant Set of your Consumer?

Google, Nivea and Sparkasse stand

very close to the consumer (DE)


bebe

Google

Dove Men+ Care

Deutsche Bank

Nivea

Totalt Ø distances in pixel; Deutsche Bank: 258 Pixel, Nokia: 198 Pixel; Apple: 218 Pixel; Hair care Dove: 176 Pixel, Guhl: 234 Pixel; Stern: 248 Pixel; Spiegel: 240 Pixel; AOL: 298 Pixel, bebe: 207 Pixel, Sparkasse: 176 Pixel; Dove Men+Care: 232 Pixel; Google: 117 Pixel; Comdirect: 248 Pixel; Nivea: 132 Pixel; Eubos: 258 Pixel; Facebook: 226 Pixel; Wer-kennt-wen: 245 Pixel; Go feminin: 276 Pixel; Yahoo: 255 Pixel; Xing: 281 Pixel; Goldmann Sachs: 308 Pixel; RTL: 222 Pixel; ARD: 225 Pixel

Sparkasse

Nokia

Apple

Spiegel

Stern

AOL

Dove

Guhl

Comdirect

Goldmann Sachs

Facebook

Yahoo

Wer-kennt-wen

Go feminin

Eubos

Xing

ARD RTL

Google, Nivea and Sparkasse

stand very close to the consumer


bebe

Google

Dove Men+ Care

Deutsche Bank

Nivea

Total Ø distances in pixel; Deutsche Bank: 258 Pixel, Nokia: 198 Pixel; Apple: 218 Pixel; Haarpflege Dove: 176 Pixel, Guhl: 234 Pixel; Stern: 248 Pixel; Spiegel: 240 Pixel; AOL: 298 Pixel, bebe: 207 Pixel, Sparkasse: 176 Pixel; Dove Men+Care: 232 Pixel; Google: 117 Pixel; Comdirect: 248 Pixel; Nivea: 132 Pixel; Eubos: 258 Pixel; Facebook: 226 Pixel; Wer-kennt-wen: 245 Pixel; Go feminin: 276 Pixel; Yahoo: 255 Pixel; Xing: 281 Pixel; Goldmann Sachs: 308 Pixel; RTL: 222 Pixel; ARD: 225 Pixel

Sparkasse

Nokia

Apple

Spiegel

Stern

AOL

Dove

Guhl

Comdirect

Goldmann Sachs

Facebook

Yahoo

Wer-kennt-wen

Go feminin

Eubos

Xing

ARD RTL

Apple user place their brand

closer than every other brand


bebe

Google

Dove Men+ Care

Deutsche Bank

Nivea

Apple user Ø distances in Pixeln; Deutsche Bank: 231 Pixel, Nokia: 197 Pixel; Apple: 64 Pixel; Haarpflege Dove: 162 Pixel, Guhl: 228 Pixel; Stern: 226 Pixel; Spiegel: 218 Pixel; AOL: 293 Pixel; bebe: 231 Pixel; Sparkasse: 161 Pixel; Dove Men+Care: 239 Pixel; Google: 93 Pixel; Comdirect: 245 Pixel; Nivea: 133 Pixel; Eubos: 293 Pixel; Facebook: 176 Pixel; Wer-kennt-wen: 256 Pixel; Go feminin: 268 Pixel; Yahoo: 256 Pixel; Xing: 234 Pixel; Goldmann Sachs: 328 Pixel; RTL: 227 Pixel; ARD: 203 Pixel

Sparkasse

Nokia

Apple

Spiegel

Stern

AOL

Dove

Guhl

Comdirect

Goldmann Sachs

Facebook

Yahoo

Wer-kennt-wen

Go feminin

Eubos

Xing

RTL

ARD

Apple

32

Men

(n=111)

Women

(n=120)

Weight Watchers however addresses women to a greater degree - therefore it is

positioned twice as close.

Average Distance – Ready to Eat

Brands (UK) – Men vs. Women


• 11.10.2011 | Dialego BrandSculpture | Unilever

Does Advertisement Change Brand Relation?

Yes! Crossmedia-contacts create

closenesses – Financial Services (DE)


Finance brand

with PZ-Online-/TV-mix contacts 15+

with PZ-contcts 4+ Finanz marke

with online-contacts 4+ Finanz marke

Mean value brands Finanz marke

with TV-contacts 8+ Finanz marke

ZERO campaign contacts Finanz marke

Me

Keep distance to competitors!

But how?

ZERO campaign contacts –

Cosmetics (DE)


The hair care brand and competitor are placed very close to

each other

Competitor

*Base: Women I/2011

Brand

163 Pixel

With some campaign contacts


Distance to competitor enlarges

*Basis: Frauen I/2011

Competitor Brand

189 Pixel

What Gives your Brand an Uplift?

Since Renaissance the upper part

stands for „idealiziation“

48

48

48

49

49

50

50

51

51

55

56

56

69

84

0 20 40 60 80 100

Batchelors Pasta N Sauce

Campbells Pasta & Sauce

Bray Bentos Pies

Knorr Packed Full of Veg

Knorr Quick Soup

Campbells Condensed Soups

Maggi 2 - Minute Noodles

Fray Bentos Pudding

Maggi So Juicy

Batchelors Cup a Soup

Heinz Big Soups

Heinz Farmers Market

Heinz Baket Beans

Me


n=232, positioning in the upper area of the sculpture; percentages; diagram shows only

products that are positioned in the upper area by at least 48%

Top of the Sculpture – Ready to

Eat Products (UK)

84% of all respondents placed "Me"

in the upper area of the sculpture.

In addition, several products of

Heinz were frequently arranged in

the upper part.

55%

Women (n=121)

50+ Years (n=99) Total (n=232)

49%

Top of the Sculpture –

Knorr Packed Full of Veg

69%

50 + year old women (n=51)

This product is most relevant to older women


What drives closeness?

Knorr

High perceived quality and a

regular use also lead to a nearby

positioning.

42

“Knorr is a good quality brand and i am happy to

use their products.”

“Knorr make good products.”

“I use their products a lot.”

“I use knorr products regularly.”

“I have used their products and have built a trust in

the brand. I think they represent good quality.”



What creates distance

Smash

Less appealing brands (or those,

which are financially not

achievable) get a more distant

position in the sculpture.

43

“See it as cheap and unnecessary - prefer to make

proper mash with real potato.”

“It is a product I would never purchase.”

“I don\'t even know why this brand exists.”

“I hate the taste of smash.”

“Never use it, don t want to try it.”



Closeness with Financial Services

(DE)


27,2

29,2

31,3

33,8

34,7

35,3

41,1

41,7

45,2

53,9

80,2

0 20 40 60 80 100

Targobank

Hypo Vereinsbank

comdirect

Commerzbank

Sparda Bank

Deutsche Bank

ING-DiBa

Postbank

Volksbanken Raiffeisenbanken

Sparkasse

Ich

Positioning in the upper area of the sculpture (II/11) in %

*Basis: Total II/2011

Media Impact on Financial

Services ZERO campaign contact:


Only 13,6 % of persons without any campaign contact place this

finance brand in the upper part of the sculpture

*Basis: Total, II/2011

13,6 %

Please contact!


Nearly 1/3 of persons having campaign contact place this finance

brand in the upper part of the sculpture


32,0%

Upwards with power!


With 15+PZ-/TV-/Online-Mix-contacts

40% of the test persons place the brand

in the upper part of the sculpture


41,0%

Summary

BrandSculpture

BrandSculpture is great experience, non-verbal, intuitive

and holistic

BrandSculpture shows and quantifies complex brand relations, purchase potentials and substitution effects

The ideal position of a brand is close to the consumer but far away from all competitors

BrandSculpture uncovers: Advertisement develops closeness to the consumer and keeps competitors at bay

Outlook

What s Coming Next

Need for more good karma! Break Patterns &

establish new ways of understanding your

markets. Play, close to the consumer.

Mapping Emotions – Going far beyond

sentiment

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Stay curious!

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Andera Gadeib

Chief Experimentation Officer

& Owner

Tel +49 241 97828 100

[email protected]

Learn more about us on

www.dialego.com

Let s discuss

mailto:[email protected]

Business

Dialego brand sculpture 2011