Processes and tools
“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart”.
Nelson Mandela
The power of emotion is difficult to measure and impossible to deny, if only we know how to tap into it. The influence of feelings cannot be over-estimated in the branding, influencing and selling process.
Tap into the power of cultural affinity, passion and association. You don’t want to compete on price, you want value differentiation. You don’t have time to explain with information. Instead, bypass the intellect and go straight to the gut. You need to resonate value. You need `Value Resonance’.
Service design blueprint: Brand strategy, tactical planning and iteration
Value Resonance process: Define strategy and branding
Define and communicate a focused value proposition in a way that truly resonates with your customers.
The world is made up of things, ideas and feelings. Things cost money, feelings motivate. Feelings are difficult to measure, but they are also impossible to deny!
Motivation is the engine that creates movement for your brand. `E-motion´ is the energy that fuels that engine.
Build a clear proposition around powerful insights and a compelling story.
Tactical Resonance process: Planning
Leverage the power of Value Resonance with dynamic tactical planning using the power of human motivation to grow and become part of your customer’s life.
Inspiration, curiosity, discovery, affinity, passion, fun, trust, strength, beauty, seduction, mystery, security, power, creativity, courage, wisdom and enthusiasm, this is what drives people and therefore drives data. Ultimately, this is what drives long-term sustainable business.
Develop new markets and engagement, traffic, foot-fall, loyalty and community. Leave linear effort behind and develop resonance and harmony beyond your space.
Creative direction & consulting: Iteration and direction
Creative direction, iteration and consulting. Brief development, design studios and problem solving with teams.
Consistent application of Value Resonance and Tactical Resonance principles throughout your organisation. Fast heuristic review, incremental improvement and feedback. All things practical.
Engage passion for people and witness the opportunities unfold. Increase efficiency, enthusiasm and fun-factor by getting radically focused on the customer with tangible results that hit the bottom line.
Value Resonance tools: Research, strategy and design
Let’s talk
Individual Tools and workshops
Tools created and tested for over a decade cross-culturally and internationally. We can use them together as a process or individually as needed.
Processes and tools for creating value and delivering meaningful experience by identifying and understanding customer values. Propositions and idea platforms that elevate and inspire, positioning that differentiate with messages, tactical activation and design that `resonate´ with the customer and deliver cost-effective value.
Mind, Body and Soul
The world is made up of things, ideas and feelings. We define the situation and success criteria in three realms.
Three rings analysis
Mindset and values, category meaning, competition and culture. Anthropology and ethnography.
Customer POV
Shadowing, safaris, associations, walkthroughs, heuristic reviews and customer service check-in.
The Deep
Laddering interviews, value maps and Carl Rogers `Person centred approach´. Deep empathy. Identify and understand human values.
Method research
Ethnography inspired by `Method acting´. Rituals, habits and cycles. Scrapbook and key-codes. Search for opportunity.
Myths and legends
Advanced clients only
Insights map
We tend to see information on-screen and by department. Create new pathways to new solutions and ideas as a team.
Idea zone
The idea zone is where the best solutions arise. To enter the idea zone, we must prepare the space.
Edward de Bono
Develop `positive logic´, `lateral thinking´ and non-judgemental prolific idea generation.
Client kingdom
Value-chain sweet-spots. Efficiency and disruption. Re-organisation and distribution.
Be there here and now
Advanced clients only
Harmonics
Redefine your market. Leave linear effort behind and develop resonance and harmony beyond your space.
Design
Creative direction and focus. Potential to bring in specialist design partners and mentors where needed.
Signal search
Continuity and recognition vs. relaunch and refocus. Signals to muffle and signals to amplify.
Mirroring
Beauty is in the eye of the beholder. Understand the beholder and mirror beauty back.
360° Experience
Optimise and align ALL touch points along customer journeys to leverage the value of human experience.
Planning execution
Market segmentation and content focus. New niches, calendars and wedges. Briefs and reviews.
Let’s talk
What about AI?
When I grew up, education was about learning and remembering how to answer questions. Today though, more than ever education must surely be about learning to ask the right questions. I see the opportunity to develop frameworks and prompts to explore more possibilities, make research more thorough and test ideas quickly.
Some of the text on this website was developed with the help of Chat GPT!