Getting to the Core of Brand esSense® : Visual Thinking in
Research 5 December 2014
Neil Gains
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Divider slide Getting to the Core of Brand esSense
• Our brains think visually • Emotions are non-verbal
• Visual research can get to the core of Brand esSense
Divider slide The brain’s translation
toolkit
Animals have 7 independent emotional systems
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Emotions and experiences are best expressed visually and not verbally
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The esSense® of “Indulgence” in
Indonesia
For Indonesians, “indulgence” is a combination of the freedom to be yourself with the comfort of feeling at home
“Indulgence” is the experience of …
“Indulgence” is the experience of …
“Indulgence” is the experience of …
“Indulgence” is the experience of …
The client’s brand is strongly associated with belonging & safety
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Three potential directions for the client
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Divider slide Emotions are more visual than verbal
• Our brains think visually • Emotions are non-verbal
• Visual research can get to the core of Brand esSense®
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