Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017

FellinLoveatFirstSightorstartedasaFriend?TomokoYoshidaandAkikoHoshi

Festival of #NewMR 2017

TomokoYoshidaFreelanceResearcher

FellinLoveatFirstSightorstartedasaFriend?

Onehundredstoriesofhowcustomers

fellinlovewithabrand

AkikoHoshiINTAGE

LoveAtFirstSightorStartedAsFriends?1.  Whatdoesthis<tlemean?

ü WhatisLove?　Whatisbond?　Whydoesthebondma?er?

2.   RecollecAon,RepeAAon,ReflecAonü  Our(qualita<ve)methodu<lizingthepowerofOralstorytelling,which

transformsconsumersfromrespondentstogreatstorytellers

ü  Combina<onofCogni<veInterviewandProjec<vetechniqueusingTarot

3.  Whatdoesthismethodbringus?ü  BondingProcessü  BondingKeys

YourPhoto

HowdoesRe.Re.Re.helpcompaniestobuildastrongerbrand?

Twoprocessesofformingabond

Sevenbondingkeys

Buildingascenariotodevelopabond,atdifferentstagesoftherela<onship,indifferentlifecontexts

Designingtouchpointstocreatebrandexperiencestofosterabond,basedonthebrand’sbondingkey

AbondgivesthebrandaspecialposiAonincustomers’mind

•  Bringinmorerevenue

•  Beenthusias<cadvocates&promoters

•  A?ractnewcustomers

OralStorytellingasameansofsharingexperiences

•  Isfoundinanyculture,atany<meinourhistory

•  Humansorganisetheirexperiencesintheformofnarra<ve

ToidenAfyBondingKeys…

•  Consumers’lifecontexts

•  Themeaningofthebrandforconsumers

•  Emo<onalaspectsofexperiences

•  Chronologicaldevelopmentoftherela<onship

Step1.RecollecAon

Step2.RepeAAon

Step3.ReflecAon

Cogni<veInterview Tarot

Free Narratives Guided Peripheral Focus

Symbols Archetypes

Mental<metravel

Step1.RecollecAon

Step2.RepeAAon

Step3.ReflecAon

Mental<metravel

Step1.RecollecAon

Elabora<onofthestorybychaptering

Step2.RepeAAon

Step3.ReflecAon

Mental<metravel

Step1.RecollecAon

Elabora<onofthestorybychaptering

Step2.RepeAAon

Explora<onofmeaningsofthebrand

Step3.ReflecAon

LoveAtFirstSightorStartedAsaFriends?

1.  Whatdoesthis<tlemean?ü WhatisLove?　Whatisbond?　Whydoesthebondma?er?

2.   RecollecAon,RepeAAon,ReflecAonü  Our(qualita<ve)methodu<lizingthepowerofOralstorytelling,which

transformsconsumersfromrespondentstogreatstorytellers

ü  Combina<onofCogni<veInterviewandProjec<vetechniqueusingTarot

3.  Whatdoesthismethodbringus?ü  BondingProcessü  BondingKeys

Twoprocessesofformingabond

StartasaFriendLoveatFirstSight

WalkingTowards WalkingWith

WalkingTowardsistheprocesstofillinthedistancebetweenthebrandandthemselves

S<lllongdistance Shorterdistance Nodistance

Encounterwiththebrand

Present

Outofhisreach

Fashionable,Urban

WalkingWithistheprocessasiftherelaAonshipwithalong-Amefriend,whoisalwayswithyou,graduallygrowstoaromance.

Present

Acquaintance Build-up–fromafriendtoalover Consolida<on

Healsherloneliness

SevenBondingKeys

Impact Self-idenAAes

•  Wow!

•  ProblemSolving

WhoIwanttobe•  AspiraAon

•  Achievement•  MyBestDays

WhoIam

Icanbemyselfwithyou

WalkingTowardsistheprocesstofillinthedistancebetweenthebrandandthemselves

S<lllongdistance Shorterdistance Nodistance

Present

Outofhisreach

Fashionable,Urban

Thequali<eshewantedtoa?ain

SevenBondingKeys

Impact Self-idenAAes

•  Wow!

•  ProblemSolving

WhoIwanttobe•  AspiraAon

•  Achievement•  MyBestDays

WhoIam•  MyRoots,MyRole

Icanbemyselfwithyou•  MyMentor,MyCompanion

WalkingWithistheprocessasiftherelaAonshipwithalong-Amefriend,whoisalwayswithyou,graduallygrowstoaromance.

Present

Acquaintance Build-up–fromafriendtoalover Consolida<on

Healsherloneliness

Beingsuppor<veinheremo<onalcrisis

ThankYou!

TomokoYoshidaTwi?er:@TomokoyiEmail:tomoko.yoshida@myad.jp

AkikoHoshiEmail:hoshi-a@intage.co.jp

TomokoYoshidaFreelanceResearcher

AkikoHoshiINTAGE

Be?yAdamouResearchThroughGaming

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