Tues 13th - Week 3 Notes

Audience Segmentation;

• Shared values or needs (in common).
• Tensions (differences).
• Life moments change demographics, school change is a life moment, stages in life rather than ages.
• If the brand essence name is replaced with the competition's name and still makes sense then the brand essence is too broad.
• "That evokes memory of....emotive"
• "Perfect for the....emotive"

Projective Techniques;

• Typical brand moment (memories).
• Who buys it and when?
• Get them to tell stories - tell me about...
• Trying to validate/challenge BiB 1
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