RESURRECTING AN ICONIC BRAND: HOW SCOTCHGARD WENT DEEP TO RECONNECT
BACKGROUND: Iconic Brand in Decline #1 But Declining and Infrequently Used Not Relevant with Millennials 2
OBJECTIVE: Let s Get to the Bottom of Why And Create an Action Plan! 3
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System 1 (or non-conscious?) drives 95% of decision-making. You must get inside the minds of people to understand their true motivations. You must also understand the emotions, patterns and mental models that predispose behavior towards a category or a brand. 5% Conscious Majority of Research Rationalizations 95% Non-Conscious Brandtrust Qualitative Research The Why s Behind Beliefs and Behaviors 5
Hidden Truths are a Unique Source of Powerful Insights 6
Powerful Insights Drive Business Advantage 7
EMOTIONAL INQUIRY REVEALS WHY
INSIGHT SUMMARY FURNITURE IS A PUBLIC BILLBOARD OF IDENTITY ACTING AS A SYMBOL OF HARD WORK 9
INSIGHT SUMMARY THE HOME AND FURNITURE INVITE JUDGMENT STAINS BECOME PHYSICAL AND EMOTIONAL BLEMISHES 10
INSIGHT SUMMARY PROTECTING THE SOFA AND THE MOMENT, SCOTCHGARD ALLOWS USERS TO BE BOTH SELFLESS AND SELFISH 11
INSIGHT SUMMARY TENSION EXSISTS BETWEEN WANTING TO PROTECT A SOFA AND ALLOWING IT TO FUNCTION NATURALLY. Caring for Home Investments Carefree Living and Entertaining 12
INSIGHT SUMMARY SCOTCHGARD BRAND IS A TEMPORARY SHIELD, LIBERATING USERS FROM PLASTIC WITH ITS MAGIC POWER OF INVISIBILITY 13
INSIGHT SUMMARY SCOTCHGARD BRAND IS AN UNKNOWN KNOWN THAT ENTERS THE CONSCIOUSNESS WHEN THE CATEGORY OF PROTECTION BECOMES RELEVANT 14
SCOTCHGARD EXPERIENCES AND ASSOCIATIONS I FELT A SENSE OF PRIDE. IT S LIKE MAGIC, TAKING THE STRESS OF THE MESS AWAY. 15
Title, Content SCOTCHGARD EMOTIONAL INQUIRY HAS INFORMED BRAND PURPOSE BRAND HOUSE GLOBAL VISUAL BRAND LANGUAGE BRAND COMMUNICATIONS STRATEGY AND MESSAGING 16
WE BELIEVE: Our things tell the stories of our lives. Some things are more than just possessions. Sometimes we love objects unreasonably. Why? Because our things help us remember who we are, where we ve been, what we value. That couch from your first apartment, the rug that s been passed down a few generations, the pair of shoes you bought for that first job interview. These things aren t just things they are our stories.
WE BELIEVE: Little mishaps shouldn t ruin great experiences. Let s face it people are hard on things. We walk on, sit on and play with things. We break things and we spill on things. We cause daily wear and tear and the occasional catastrophe. If you ve ever had a friend damage a beloved possession or spill wine on a brand-new couch you know that loving people and things is sometimes hard to manage. But we don t think the occasional, inevitable mishap should never put a strain on your relationships or ruin a good time.
WE EXIST TO: Make what matters to you last. Scotchgard understands that your things matter deeply to you, and it is our mission to make sure those things are there for you as long as you want them to be. From this season s trendiest shoes to the couch you bought for your first grown-up apartment, we are focused on helping you extend and improve the life of those things.
CORE VALUE BELIEFS BRAND PURPOSE Make what matters to you last. KEY BENEFIT BRAND ASSETS BRAND TARGETS & KEY INSIGHTS BRAND CHAMPIONS GROWTH PROSPECTS REASONS TO BELIEVE BRAND CHARACTER & TONE The Invisible Guardian 20
Q&A Thank you. Jean Enloe Consumer Insights Manager, Home Care Division 3M - Scotchgard