The Wheel of Engagement: Exploring the Connection Between the Brand/Target Relationship, Brain Physiology, Human Psychology and the Laws of Marketing in an Ever-Changing World.

i TITLE PAGE ii SIGNATORY PAGE iii ACKNOWLEDGEMENTS iv TABLE OF CONTENTS: v LIST OF TABLES, CHARTS AND ILLUSTRATIONS vii SECTION I: Background Information 1 • Purpose 1 • Description 1 • Rationale 4 • Creative Contribution 5 SECTION II: Pertinent Literature 7 • Introduction 7 • Selected Bibliography 18 SECTION III: Process Plan 19 • Introduction 19 • Timeline 19 vi SECTION IV: Outcomes 21 • Introduction 21 • The Model 21 • The Narrative 23 • The Tools 25 SECTION V: Key Learnings 26 • Introduction 26 • Content 26 • Process 28 SECTION VI: Conclusion 32 • Introduction 32 • Next Steps 34 REFERENCES 35 APPENDIX A: Glossary of Terms APPENDIX B: The Model Code APPENDIX C: The Model Tools APPENDIX D: A Short PowerPoint Presentation APPENDIX E: Concept Paper vii LIST OF TABLES, CHARTS AND ILLUSTRATIONS FIGURE 1: Illustration of the brain 9 FIGURE 2: Maslow’s Hierarchy of Needs 11 FIGURE 3: The Path to Brand Evangelism 13 FIGURE 4: The Archetyped Compass 15 FIGURE 5: Timeline Chart 19-20 FIGURE 6: The Wheel of Engagement 21 1 SECTION I: BACKGROUND INFORMATION Purpose: The goal of this project is to develop a new model and methodology for better understanding how marketing influences purchase decisions. This project is both a significant opportunity and a critical requirement for the marketing communications firm of which I am co-founder and current Chief Innovation Officer. A 16-yearold agency, we have a record of being ahead of the curve within certain marketing trends. We were pioneers in integrated marketing. We were early adopters of efficient outsourcing models and business partnerships to provide better value for less cost to our customers. We developed media planning software that is still unique in the industry and has launched a sister media planning and buying company. While each of these “innovations” provided us with a way to talk about our agency in the past, they are no longer strong enough points of differentiation or add enough value to our clients. It is imperative for the agency to provide something so unique and valuable that current clients will never leave us and new clients will flock to us for help with their marketing programs. I have been asked by my partner to develop a proprietary approach to developing target insights that will lead to innovative marketing solutions. Description: This project introduces a proprietary approach for uncovering a deeper, better insight that can be merchandised and embraced by agency prospects and clients. At the center of this project is a model for understanding how strong brand/customer relationships are formed. Beyond that, this project began rather grandiosely with many complex facets planned beyond the development of the model. The following is a list of deliverables suggested in the project concept paper: 2 1. A model that shows what happens along several continua during the four-step marketing process defined as stimulus—reaction—rationalization—affinity. This model will be backed by significant research to support its validity. 2. A facilitated creativity workshop with the client and agency to uncover the brand DNA. 3. A facilitated creativity workshop with customers to understand their self-actualized vision and how the brand fits into that vision. 4. A methodology for synthesizing this information with observational research and other research techniques, including quantitative analysis and secondary research. 5. Sell-in/marketing materials to explain the value of model and methodology. This may include a PowerPoint presentation, brochure, whitepaper, case study, book and/or something else. 6. Finally, a reflection piece that will chronicle my journey both in terms of creating something new and leading change within my agency. In reflection, this was quite a wish list filled with worthwhile output. While the final deliverables do not match the preliminary list exactly, great progress has been made in each area. 1. The model has been built. 2. The tool kit for a facilitated creativity workshop with customers has been developed with many of the tools being used on an ad-hoc basis either in other strategic planning workshops or by individuals answering the questions from a customer’s point-of-view to gain insight into their target audiences. A full-blown customer workshop has yet to be planned and