2014 Platinum Sponsor April Series Sponsor
The Power of the Dark Side Motivation, Positioning and the Seven Deadly Sins
Shobha Prasad – Drshti Strategic Research Services
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
The power of the dark side
Motivation, Positioning & The Seven Deadly Sins
By Shobha Prasad Drshti Strategic Research Services Pvt. Ltd. Presented at ESOMAR Qualitative Conference, Valencia, 2013
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Plato’s Chariot Allegory
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Gluttony
The Church regarded the most powerful of these passions as Sins…
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
A Framework of Passion and Control
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
“ Man is a Rational ” Animal
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
“ Man is a Rational ” Animal
Gluttony
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Gluttony
We went in with these thoughts…
We can evolve a framework around the Seven Passions for use in brand development and communication
Successful Brands directly address these passions
The “Seven Deadly Sins” encapsulate powerful passions that drive behaviour
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
20 One on One Interviews with young working adults in Mumbai & Delhi
The journey
Literature survey + Discussions with industry experts +
Study of positioning and communication of successful brands
= Construct formation
= Construct ratification + Methodology development
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
The Wheel of
Sin
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
“PHYSIOLOGICAL SINS”
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE Lust Intense yearning Consummation Deep and possessive relationship Enslavement of the soul.
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Lust Intense yearning Consummation Deep and possessive relationship Enslavement of the soul.
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Gluttony is
unbridled, excessive consumption
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Gluttony is
unbridled, excessive consumption
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Gluttony is
unbridled, excessive consumption
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Gluttony is
unbridled, excessive consumption
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE Sloth Renunciation of responsibility Retreat into listlessness and blissful absence of thought
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE Sloth Renunciation of responsibility Retreat into listlessness and blissful absence of thought
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Anger is also
about uprising, rebellion
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
“PHYSIOLOGICAL SINS”
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
SOCIAL SINS
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Avarice Aggression, plunder, a voracious appetite and victory to garner spoils
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Avarice Aggression, plunder, a voracious appetite and victory to garner spoils
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Avarice Aggression, plunder, a voracious appetite and victory to garner spoils
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Hubris
Self-love, Narcissism Unshakeable self-belief Arrogance
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Envy … Pain caused by the good fortune of others
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Envy … Pain caused by the good fortune of others
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Envy … Pain caused by the good fortune of others
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
The Wheel of
Sin
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Guilt accompanies excess For every sinful behaviour there is an equal and opposite expiatory behaviour
“Angel Behaviors”
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Devil
Pride
Envy
Anger
Lust
Gluttony
Sloth
Angel
Humility
Compassion
Peace
Chastity
Abstinence
Alacrity/ Diligence
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Devil
Pride
Envy
Anger
Lust
Gluttony
Sloth
Angel
Humility
Compassion
Peace
Chastity
Abstinence
Alacrity/ Diligence
Balance
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
The Wheel of Virtue
The Wheel of Sin
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Devil
Pride
Envy
Anger
Lust
Gluttony
Sloth
Angel
Humility
Compassion
Peace
Chastity
Abstinence
Alacrity/ Diligence
Balance
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
The Wheel of Virtue
The Wheel of Sin
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
S O C I A L
P H Y S I O L O G I C A L
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Food
“Craving” foods
Daily foods Addictive
indulgence
Dieting, exercise, health foods
Relaxing foods
Protein/Growth/
Energy Foods
Rebellious / spicy
Cooling/ soothing
foods
Gourmet foods
Mass, affordable foods
More for me
Gifting, sharing
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
ABSTINENCE
The Passion Wheel and BRAND POSITIONING
CHOCOLATE
CHOCOLATE ALLURE
CHOCOLATE EXCESS
CHOCOLATE BREAK
GOURMET RANGE
CHOCOLATE ENERGY
DIET CHOCOLATE
SPREAD THE CHOCOLATE
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
ABSTINENCE
CHOCOLATE
The Passion Wheel and POSITIONING/ ARCHITECTURE
GOURMET CHOCOLATE
FRUGAL CHOCOLATE
CHOCOLATE EXCESS
ESCAPE INTO CHOCOLATE
ALLURING CHOCOLATE
New product, positioning
ideas…
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Social network
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Social network spaces
Exclusive Network
Protest network
Network for relaxation
Compulsive Collectors Network
Romantic Network
Network of Peace
Philanthropic Network
All about Me
Network for sharing
Action Network
Network for the Insatiable
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
Exclusive Network
Protest network
Network for relaxation
Compulsive Collectors Network
Romantic Network
Network of Peace
Philanthropic Network
All about Me
Network for sharing
Action Network
Network for the Insatiable
Social network spaces
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
ENVY
GREED
LUST
GLUTTONY
SLOTH
ANGER
PRIDE
ABSTINENCE
Pride /Envy
Humility/ compassion
Chastity Lust
Pride /Envy
Humility/ compassion
Abstinence Gluttony
Pride /Envy
Humility/ compassion
Alacrity/ diligence
Sloth
Pride /Envy
Humility/ compassion
Pacificism Anger
GOING FORWARD…
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
THE PASSION WHEEL
1. What are the category spaces? 2. What space does your brand occupy? 3. What spaces do other brands occupy? 4. How do you sharpen your stance?
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
The Passion Wheel can help…
BRAND POSITIONING
FORMULATE HARD HITTING COMMUNICATION
BRAND ARCHITECTURE, BRAND PORTFOLIO
THE PASSION WHEEL
IDEATION FOR NEW PLATFORMS, PRODUCTS
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
14 PASSION STATEMENTS
FREE FLOW EMOTIONS, EXPRESSIONS, ANECDOTES
Passion P14 Interviews
METAPHORICAL INPUTS USING PICTURES
Passion lies close to the surface
Probe for Passion strength, content
Avoid
rationalisations
ANALYSED FOR PASSION CONTENT, MAPPED ON PASSION WHEEL USING EMERGING CODES
METHODOLOGY
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
“ … when genuine passion moves you, say what you've got to say, and say it hot”
D H Lawrence
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Thank You
Shobha Prasad Drshti Strategic Research Services India
2014 Platinum Sponsor April Series Sponsor
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
The Sponsors for this Event
2014 Platinum Sponsor April Series Sponsor
If you are interested in sponsoring a future NewMR event Email [email protected]
Shobha Prasad, Drshti Strategic Research Services, India
April Lecture Series 2014
Q & A
Shobha Prasad Drshti Strategic Research Services
2014 Platinum Sponsor April Series Sponsor
Ray Poynter The Future Place