TV Day 2013 | Humor is serious business | Insites consulting
Jun 27, 2015
Humor is seriuous business, presentation by Kristof De Wulf, CEO Insites Consulting
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But did we humans really change?
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Our brains are lazy…
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In the end, we
all just wanna
be happy
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We’re
happy
when we
smile!
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1+1= 2
right?
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Affective
Basics
Cognitive
Conative
Humor can make the
ultimate difference
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Or harm your brand
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Topspots 2012 Topspots 2012
www.topspots.be
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The power is in the mix
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1 1 ORIG INAL ITY
ORIG INAL ITY
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2 2 WAR MTH WAR MTH
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3 3 SIMP LICI TY
SIMP LICI TY
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BRANDFIT
4 4 BRANDFIT
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5 IDEN TIFI CATI ON
IDEN TIFI CATI ON
5
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“80% of decisions are
made emotionally.
And today's business
winners will be those who
best connect emotionally
and empathetically.”
Kevin Roberts
CEO Saatchi & Saatchi
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The proof of the pudding
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Likeability
Appreciation of the spot
(average on 10-point scale)
6,4 7,5
6,6
+17%
level
1
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Consideration
Consideration of the brand for the
product / service needed
(% agree + totally agree)
level
2 20% 39%
23%
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+97%
Buying
activation
Intention to buy / use the brand
(% agree + totally agree)
level
3 9% 16%
11%
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+71%
Brand / spot
conversations
Talked about the brand or the spot
(% agree + totally agree)
level
4 6% 11%
7%
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+77%
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