John Bartle - Dare Session

[object Object],[object Object],[object Object]

Preference : Food Product BLIND NAMED Brand A Brand B

SHAMPOO 24 28 No preference 24 52 Prefer B 52 20 Prefer A for gentleness BRANDED % BLIND %

DIET COLAS 12 5 Equal/Don’t know 65 44 Prefer Diet Coke 23 51 Prefer Diet Pepsi BRANDED % BLIND %

Total impression Me Name Users Sponsorship Advertising Parent Company Distribution/display Price History Competitors Function Pack PR Other Products Word-of-mouth Category Promotions

Brand selection Delivery Functional attributes Rational, overt reasoning Symbolic Values Emotional, covert reasoning Positioning Personality & Brand proposition

Brands Provide: ,[object Object],[object Object],} Security & Stability

Brands Provide: ,[object Object],[object Object],[object Object],[object Object],} Security & Stability } Ease & Satisfaction

Brands Provide: ,[object Object],[object Object],[object Object],[object Object],[object Object],} Security & Stability } Ease & Satisfaction

BUT … ,[object Object],[object Object]

Today’s issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Some things I’ve learned on the way ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

John Bartle - Dare Session

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