Steve rappaport main stage - 2011

Main Stage, November 3, 2011

Listening with the Third Ear: Marketing’s Emergent Humanism Stephen D. Rappaport, ARF

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Listening with the Third Ear: Marketing’s Emergent Humanism Presented to: Festival Of NewMR, Nov 3, 2011

Stephen D. Rappaport Knowledge Solutions Director, Author: Listen

First! The Advertising Research Foundation

©2011. The ARF. All rights reserved Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Hennessy

New Products Launched: White, Fine de Cognac, Black


Listening with the “Third Ear”

“It means listening with all our intelligences, all our ways of knowing.”

Sources: Reik, Theodor 1948; Hacke8, Jill, h8p://goo.gl/KLcU4


Today’s Topic

Listening’s Roles in:

Shaping and revising mental models


1. Mental Models

The brain processes we use in making sense of something and then deciding which action to take.

Source: Wind, Jerry and Colin Crook., “The Power of Impossible Thinking,” 2006


Other Brands Changing their Mental Model

ShiBed strategy from women to men in 1970s

ShiBed strategy from men to women in 2010

ShiBed strategy from copier manu-‐facturer to document company in 1989


Business Imperative

Creates Competitive Advantage

Source: http://www.senseandrespond.com/?page_id=7


Consumers


Advertising


Listening


Third Ear Listening is Data for Mental Models

Signals RelaMonships/Meaning

EmoMons

Business

Listening Adver/sing

People

Enterprise Value CreaMon


Re:think Your Mental Models

» Describe the mental models you/your company are using.

» How will listening enable you to test that your mental models are valid?

» Does your model need to change? How?

» How hard will it be to change your model?

» What small changes have the power to promote your new model?


Third Ear Listening is Humanistic

Humanism: any system or mode of thought or action in which human interests, values, and

dignity predominate.


Marketing’s Emergent Humanism

Grounded in Listening with the Third Ear

Brings People into the Brand

A Prospect for Business Success


Q & A

Stephen D Rappaport AdverMsing Research

FoundaMon

Lenny Murphy Greenbook Blog


Thank You!

Stephen D. Rappaport

The book: Listen First! Turning Social Media Conversations into Business Advantage

[email protected] @steverappaport

http://listenfirst.thearf.org

Main Stage, November 3, 2011

Listening with the Third Ear: Marketing’s Emergent Humanism Stephen D. Rappaport, ARF

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011