ReFinE (Rational, Functional, Emotional ) - by Shining Consulting

2. What is the ReFinE Ladder A process to mine trends in society, technology and varied industries through the end customer’s psychological perspective. This refines the design so it creates and delivers sophisticated global standard differentiating character in a product

3. 3 Key attributes to entice consumers and to get their mindshare End-customer’s urge to see End-customer’s urge for a trial End-customer’s urge to sustain RATIONAL factor FUNCTIONAL factor EMOTIVE factor Metaphor of the consumer’s entry to the brand at trial time For repeat purchase, the metaphor goes the opposite way First moment of truth Second moment of truth Third moment of truth

4. Emotional Surplus brings last mile sustaining connect to end-customers Emotional Surplus is a balanced blend of Rational, Functional and Emotive factors that are perceived and experienced by end-customers RATIONAL FUNCTIONAL EMOTIVE Non-visible; perceived reliable factor Usage experience with physical involvement Aspirational cue Trust Unique experience Likeability I believe in it It works well It looks good

5. Suspension Gear Styling Packaging Design Organoleptic benefit Intrinsic benefit Relationship Activity customisation Productisation RATIONAL FACTOR FUNCTIONAL FACTOR EMOTIVE FACTOR Examples of ReFinE in Industry Auto Services Food Auto Services Food Auto Services Food

6. Emotional Surplus is the ingenious blend of Rational – Functional – Emotive attributes

7. Positioning ‘ NIKE’ & ‘JUST DO IT’ re-iterate Nike’s brand personality ‘ Swoosh’ represent the brand without anything

8. Nike’s first product was track running shoes and currently Nike shoes are serving every sport around the globe including the dunk culture Provides ideal cushioning and protection to my feet I can improve my performance without worrying about injuring myself I am more action oriented and a winner all the way Third moment of truth Second moment of truth Third moment of truth