Finding the Deepest Why: Differentiating Through Resonance
Are you leveraging a brand specific "why" or a category "why"?
If your brand has no consumer-recognized differentiation, how do you win?You can innovate your product or service but this is expensive and takes a great deal of time. Or you can find the deepest “why” possible and differentiate through emotional meaning.Join us as we expose 7 myths about how consumers decide. These myths are limiting the depth of your “why,” keeping your brand stuck with positioning and messaging that do not give you a differentiated voice.We’ll replace these myths with 7 new truths and show you how to find the deepest “why” for your brand so you maximize emotional resonance.Sound too simple? Dove, Dos Equis, and LEGO added more than $20 billion in market value without changing a thing about their products.How did they do it? They found a deeper “why” that changed everything. You can do the same for your brand.
Participant Feedback
“I went in with a healthy dose of skepticism about what this webinar was going to teach me. Skepticism turned to deep curiosity on slide 4. The simple explanation of a consumer’s thought process shined a spotlight on the opportunity in insights I was missing.”- Sr. Manager of Consumer Insights, CPG Company“The debunking of the 7 myths led me to the sobering realization that my brands are using a category ‘why.' Each brand needs a deeper ‘why’ and now I know how to find it.”- Director of Marketing, CPG Company
“During most webinars, I feel like signing off after 15 minutes, but not with this one. I stayed engaged to the very last minute and would have listened even longer, the content was that good. Researching the non-conscious mind is a whole new territory. I'm excited about it!”- Director of Shopper Knowledge, CPG Company“This…was…the…most…engaging webinar I have attended in forever. It was full of interactive exercises that supported each myth, making what I learned easy to apply to my role.”- Consumer Insights Director, CPG Company
Our Presenters
Christopher Brace is the Founder & CEO of Story Legacy, a qualitative research partner that uses storytelling to find the deepest “why” for brands. He is committed to helping insights teams make strategic contributions to their brand partners by uncovering the implicit motivations of consumers and shoppers. He has over 30 years of experience in brand management, strategic planning, shopper marketing, insights / research, and management consulting. Christopher brings strategic strength to finding and activating insights.
Kerry Hecht has over 30 years of successful global experience across a wide range of brands and sectors, with a record of success and proven leadership, relationship, and business growth skills. Kerry is the CEO and Founder of the 10k Ecosystem - 10k Spaces, 10k Humans and 10k Voices. Each company is built around the idea that things can and should be done differently. She and her team are highly invested in creative problem-solving, emerging technologies, and new and interesting methodologies. She thrives on finding new ways of doing things.
Register now for our September 17th webinar.
12:00 - 1:00 ET / 9:00 - 10:00 PT
If you would like to learn more about Story Legacy or 10K Humans, please visit our websites.