THE FIRST SPECIFIC
IN-DEPTH METHODOLOGY
FOR EXPLORING
BRAND PERCEPTION
WHAT DOES DEEP DO?
IT HELPS POSITION THE BRAND FROM THE CONSUMER’S POINT OF VIEW
EXISTING BRAND
Knowing the consumer’s perception of the brand enables expressing its full potential. In case of repositioning it is the starting point that creates a continuity with the past.
NEW BRAND
Enables defining the perception the consumer has of competing brands and identify new areas of positioning.
IDEAS FOR DEVELOPING ADVERTISING
In-depth research enables discovering the deep unconscious motivations that are the basis of using product categories. Ray-Ban’s “Never Hide” campaign is based on the idea that sunglasses could also be a divide between oneself and the world. Knowing the underlying motivations allows us to develop advertising messages that the consumer’s mind responds to.
IDEAS FOR DEVELOPING NEW PRODUCTS
Research on the connection of students to their university found that while universities see their educational relationship with the students as lasting only the four years of actual study, students themselves felt a lifelong connection to their university.
This enabled development of new product strategies and advertising based on lifelong learning.
IDEAS FOR DESIGN
When a car manufacturer asked its consumers to describe attractive cars, many drivers described vehicles designed to be both reassuring and exciting.
The trend of brands like BMW or Mercedes, solid and sporty at the same time, seems to illustrate exactly this choice.
THE SCIENCE OF IN-DEPTH RESEARCH MEETS THE EXPERTS OF BRAND PERCEPTION
Brand perception has been our passion for at least 15 years, from the publication of “Brand Design” in 2002. The book described our method – Perceptioning – that enables brand positioning based on the consumer’s perception. Meeting Professor Urban Kordes, cognitive scientist and in-depth research expert, has allowed us to develop the first in-depth technique specifically designed to explore brand perception.
MARCO BASSANI
SCIENTIFIC DIRECTOR
In 1999 he developed Perceptioning, the method to drive the construction of brand strategy starting from the consumer’s perception.
He has dedicated the last 10 years to the study of the unconscious, and in particular of eidetic thought that is the basis of brand perception.
His experience with hypnosis and exploration of mental imagery has led him to develop an innovative experimental approach to the study of the consumer’s unconscious.
SAVERIO SBALCHIERO
STRATEGIC DIRECTOR
International Strategic Design consultant who works for multinational companies in Europe, Asia and USA. He is a firm supporter of scientific integration between universities and businesses. He promotes and coordinates applied research projects in collaboration with universities and business schools. (University of Genoa, Politecnico di Milano, Ca’ Foscari in Venice, Groupe ESC Troyes, SDA Bocconi, Université Paris Ouest Nanterre la Defense, Toulouse Business School).
URBAN KORDES
SCIENTIFIC DIRECTOR
He has specialized in the field of communication and therapy at the Mental Research Institute of Palo Alto and Berkeley. He holds a Bachelor’s degree in Mathematics and a Master’s and Ph.D. in Philosophy and Cognitive Sciences. He currently is Director of the Cognitive Sciences program of the University of Ljubljana and lecturer at the University of Vienna.
Principally his research concerns the study of the flow of human experience, including the experience of thought processes, communication, learning and the experience of use in its broader sense. He is the author of numerous publications in the field of empirical phenomenology, epistemology, qualitative research and cognitive sciences.
A book for understanding brand perception and why it is crucial to marketing strategy. Through its pages you will understand the connection between brand perception and the unconscious and encounter the most advanced research techniques for exploring the consumer’s unconscious. A simple and enjoyable reading that helps you understand our thought processes and the inner world of the unconscious: the future of marketing.