Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017

FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi

Festival of #NewMR 2017

TomokoYoshidaFreelanceResearcher

FellinLoveatFirstSightorstartedasaFriend?

Onehundredstoriesofhowcustomers

fellinlovewithabrand

AkikoHoshiINTAGE



LoveAtFirstSightorStartedAsFriends?1.  Whatdoesthis<tlemean?

ü WhatisLove?　Whatisbond?　Whydoesthebondma?er?

2.   RecollecAon,RepeAAon,ReflecAonü  Our(qualita<ve)methodu<lizingthepowerofOralstorytelling,which

transformsconsumersfromrespondentstogreatstorytellers

ü  Combina<onofCogni<veInterviewandProjec<vetechniqueusingTarot

3.  Whatdoesthismethodbringus?ü  BondingProcessü  BondingKeys



YourPhoto

HowdoesRe.Re.Re.helpcompaniestobuildastrongerbrand?

Twoprocessesofformingabond

Sevenbondingkeys

Buildingascenariotodevelopabond,atdifferentstagesoftherela<onship,indifferentlifecontexts

Designingtouchpointstocreatebrandexperiencestofosterabond,basedonthebrand’sbondingkey



AbondgivesthebrandaspecialposiAonincustomers’mind

•  Bringinmorerevenue

•  Beenthusias<cadvocates&promoters

•  A?ractnewcustomers



OralStorytellingasameansofsharingexperiences

•  Isfoundinanyculture,atany<meinourhistory

•  Humansorganisetheirexperiencesintheformofnarra<ve



ToidenAfyBondingKeys…

•  Consumers’lifecontexts

•  Themeaningofthebrandforconsumers

•  Emo<onalaspectsofexperiences

•  Chronologicaldevelopmentoftherela<onship



Step1.RecollecAon

Step2.RepeAAon

Step3.ReflecAon

Cogni<veInterview Tarot

Free Narratives Guided Peripheral Focus

Symbols Archetypes



Mental<metravel

Step1.RecollecAon

Step2.RepeAAon

Step3.ReflecAon










Mental<metravel

Step1.RecollecAon

Elabora<onofthestorybychaptering

Step2.RepeAAon

Step3.ReflecAon








Mental<metravel

Step1.RecollecAon

Elabora<onofthestorybychaptering

Step2.RepeAAon

Explora<onofmeaningsofthebrand

Step3.ReflecAon












LoveAtFirstSightorStartedAsaFriends?

1.  Whatdoesthis<tlemean?ü WhatisLove?　Whatisbond?　Whydoesthebondma?er?

2.   RecollecAon,RepeAAon,ReflecAonü  Our(qualita<ve)methodu<lizingthepowerofOralstorytelling,which

transformsconsumersfromrespondentstogreatstorytellers

ü  Combina<onofCogni<veInterviewandProjec<vetechniqueusingTarot

3.  Whatdoesthismethodbringus?ü  BondingProcessü  BondingKeys



Twoprocessesofformingabond

StartasaFriendLoveatFirstSight

WalkingTowards WalkingWith



WalkingTowardsistheprocesstofillinthedistancebetweenthebrandandthemselves

S<lllongdistance Shorterdistance Nodistance

Encounterwiththebrand

Present

Outofhisreach

Fashionable,Urban



WalkingWithistheprocessasiftherelaAonshipwithalong-Amefriend,whoisalwayswithyou,graduallygrowstoaromance.


Present

Acquaintance Build-up–fromafriendtoalover Consolida<on

Healsherloneliness



SevenBondingKeys

Impact Self-idenAAes

•  Wow!

•  ProblemSolving

WhoIwanttobe•  AspiraAon

•  Achievement•  MyBestDays

WhoIam

Icanbemyselfwithyou



WalkingTowardsistheprocesstofillinthedistancebetweenthebrandandthemselves

S<lllongdistance Shorterdistance Nodistance


Present

Outofhisreach

Fashionable,Urban

Thequali<eshewantedtoa?ain



SevenBondingKeys

Impact Self-idenAAes

•  Wow!

•  ProblemSolving

WhoIwanttobe•  AspiraAon

•  Achievement•  MyBestDays

WhoIam•  MyRoots,MyRole

Icanbemyselfwithyou•  MyMentor,MyCompanion



WalkingWithistheprocessasiftherelaAonshipwithalong-Amefriend,whoisalwayswithyou,graduallygrowstoaromance.


Present

Acquaintance Build-up–fromafriendtoalover Consolida<on

Healsherloneliness

Beingsuppor<veinheremo<onalcrisis





ThankYou!

TomokoYoshidaTwi?er:@TomokoyiEmail:[email protected]

AkikoHoshiEmail:[email protected]



Q&A

TomokoYoshidaFreelanceResearcher

AkikoHoshiINTAGE

Be?yAdamouResearchThroughGaming

Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017

Education