2. 1. Defining and mapping productivity statements.
2. Boiling down statements to single words.
3. Smartphone market mapping example.
4. Looking at whitespace opportunities in productivity messaging.
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Table Of Contents
4. Increased Speed Increased QualityProductivity
Increased Skill
Increased Time
Productivity can mean a lot of things.
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5. Increased Speed Increased QualityProductivity
Increased Skill
Increased Time
What are the least consumer-friendly benefits?
•Mechanical, people don‟t
want to be judged as machines.
•Overclaimed in category.
•People don‟t always learn
skills because they want to.
•Reminds people of drudgery of work.
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6. Increased QualityProductivity
Increased Time
•The highest standard unto which
personal performance is judged.
• Is a reward in itself for a job well done.
•The most valuable commodity to a person.
• Is the most human aspect of productivity.
What are the most consumer-friendly benefits?
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Increased Speed
Increased Skill
7. Better productivity gives me the ability to rest when I choose.
Better productivity means I will outcompete my rivals.
Better productivity means I will have more time to play.
Better productivity means I will be elite and ahead of the curve.
Better productivity means I have time to be proactive.
Better productivity means I will be better at what I do.
Better productivity means I will inspire others to be better too.
Better productivity means I will form a tighter bond with my work team.
Better productivity means I will win.
Better productivity means I will serve the needs of others I love.
Brainstorm: Increased Time & Increased Quality
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GENERATING BENEFIT STATMENTS
9. Personal Life
Professional Life
Rational Emotional
Better productivity means I will
serve the needs of others I love.
Better productivity means
I will be better at what I
do.
Better productivity
gives me the ability to
rest when I choose.
Better productivity means I will
outcompete my rivals.
Better productivity means I will
form a tighter bond with my work
team.
Better productivity
means I will win.
Better productivity means I will
have more time to play.
Better productivity means I will
be elite and ahead of the
curve.
MAPPING STATEMENTS
Better productivity means I will
inspire others to be better too.
Better productivity means I will
have time to be proactive.
11. Better productivity means I
will be better at what I do.
Better productivity means I will
inspire others to be better too.
Better productivity means I will
form a tighter bond with my work
team.
Better productivity means I will
win.
Better productivity means I will
serve the needs of others I love.
Better productivity gives me the
ability to rest when I choose.
Better productivity means I will
outcompete my rivals.
Better productivity means I will
have more time to play.
Better productivity means I will be
elite and ahead of the curve.
Better productivity means I
have time to be proactive.
Exceptional
Rest
Inspiring
Victory
Play
Comradery
Unstoppable
Competitive
Duty
Proactive
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BOILING STATEMENTS TO A SINGLE WORD
14. 55+
20%
14%
13%
10%
1%
18-24
31%
25%
21%
3%
3%
25-34
29%
28%
16%
6%
6%
35-44
32%
18%
14%
13%
5%
45-55
32%
19%
9%
7%
5%
BRAND PREFERENCE BY AGE REVEALS BIG TRENDS
Who owns what phone?
Source: Mintel Report “Mobile Phones” February 2011
Smartphone Lifestage Facts
• Consumers with two or more children in the household are twice as likely to own a BlackBerry than an iPhone, Blackberry leads in 35+
• Android is not only the most used smartphone platform in 18-24, but also the most aspired-to phone in 18-24
• Apple leads in households making more than $150k across all segments, suggesting premium positioning
• Over 50% of 25-34 own a smartphone with Apple‟s iPhone being the most desired device.
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15. EXAMINING COMPETITORS MESSAGING AGAINST TARGET
“There has been an evolution.”“Technology should disappear.”“Act on inspiration.” “Love your style.”
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16. Victory UnstoppablePlayExceptionalRest Duty Competitive
MAPPING LIFE STAGE TO OUR PRODUCTIVITY AXISES
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More Youthful/EmotionalMore Mature/Rational
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Comradery
Victory
Unstoppable
Personal Life
Professional Life
Rational Emotional
Play
Competitive
Duty
Exceptional
Rest
MORE MATURE
MORE YOUTHFUL
LIFE STAGE
Proactive
Inspiring
22. WHITE SPACE PRODUCTIVITY STATEMENTS
Technology For
The Higher Good
“Productivity is unlocking
abilities you never knew you had.”
The Workplace Energizing
Personal Discovery
Professional-grade
Experience
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“Better productivity means I will serve
the needs of others I love.”
“Productivity is premium.”
23. Technology For
The Higher Good
RECOMMENDATION
“Productivity is unlocking
abilities you never knew you had.”
“Productivity is premium.”
The Workplace Energizing
Personal Discovery
Professional-grade
Experience
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“Better productivity means I will serve
the needs of others I love.”
25. HP
“Productivity is unlocking abilities you never knew you had.”
WHY?
ARTICULATING THE OPPORTUNITY SPACE
Universal
Optimistic message appeals to youthful spirit and older professionals alike.
Creatively inspiring
How could HP and webOS reinvent the workplace? Could we expand the notion of „works like nothing else?
Connected To Product Benefit
webOS is designed to work way you think, unlocking a new way of working.
On Brand
Will not alienate our enterprise business core with over-the-top emotional marketing.
The Workplace Energizing
Personal Discovery
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