Introducing NeedScope

Introducing
NeedScope

Building
irresistible
brands
Irresistible brands have a magic
that evokes consumer desire. It
makes choosing them inevitable
and competing with them
impossible.
Irresistibility brings many benefits:
• Year on year growth
• Ability to charge a premium
• Protection from external factors
• Improved return on investment
The essence of irresistibility is
meeting consumer needs in a
compelling way.
First, this demands a deep
understanding of category needs
and a strategic focus on only
those needs your brand can
satisfy. Then you must execute
the strategy consistently and
powerfully across every brand
touchpoint.
The NeedScope tools help
throughout the process.
2 3

Irresistible
brands
framework
Using a NeedScope database
of over 2,000 brands, we
identified eight drivers of
irresistible brands.
At the heart lies Emotion,
although this doesn’t operate
in isolation; it is also part of
Symbolism, Differentiation,
Nexus, Alignment and so
on. No brand can hope
to be irresistible without
understanding and managing
emotion, but this is difficult.
Emotion is what makes us
human and is fundamental
to how we operate.
However it sits beneath the
surface and speaks its own
language.
Know-how
Credentials and expertise
Momentum
Brand vitality
Differentiation
Recognisable difference
Emotion
Brand meaning and purpose
Symbolism
Language of emotion
Nexus
Emotive linkage
Alignment
Touchpoint consistency
Unity
Cohesive brand architecture
NeedScope helps brands
manage emotion.
The drivers of irresistible brands
4 5

NeedScope
unravels
emotion
CONSUMER NEEDS
Outer layer
Product and service features satisfy our
conscious functional needs. They also
provide the rationalisation our slow brain
needs.
Functional needs
Identity needs
The brand relationship
model recognises layers of
needs and brand image,
with emotion at the core
driving brand choice.
All layers are important
but emotion provides the
irresistible magic.
Unravelling the consumer
relationship this way ensures
you manage every layer of
your brand, as well as the
linkage between the layers.
Middle layer
The social values of a brand let consumers
identify with particular groups in society.
Inner layer
Consumers are rarely conscious of their
emotive needs, which are satisfied by the
symbology of the brand.
Emotive needs
Symbology
Social values
Product features
BRAND IMAGE
The Consumer-brand relationship model
6 7

NeedScope
navigates
emotion
Universal dynamics
Two key human dimensions underlie
the NeedScope model:
• The vertical divides the model into
extroverted and introverted needs
- outward versus inward energy
• From left to right is the human
need to belong versus the need to
stand out
Receptivity
Passivity
Affiliation
Outward directed
Extroverted
Inward directed
Introverted
Dominance
Assertiveness
Individuality
The NeedScope model
is based on universal
human emotions that apply
across different categories,
geographies and cultures.
Six core needs
Using these dimensions we define six
core emotive needs that are instinctual
and shared universally.
ORANGE
YELLOW
BROWN
RED
BLUE
PURPLE
Tailored to your category,
this helps you navigate
emotion, provides a common
language and framework for
understanding needs and
building brands.
The NeedScope model of emotion
8 9

Different
sides of
emotion
Gratification markets
In gratification markets brands help
change a mood or feeling. Many
consumption markets are strongly driven
by gratification needs as are categories
such as healthcare and finance.
Relaxed
Part of things
Upbeat
Free
Peaceful
Protected
Energised
Unstoppable
Under control
Disciplined
Self-assured
In charge
We can define the six
emotive needs in terms
of feelings or personality
aspirations.
Expressive markets
In other categories brands help consumers
express a personality aspiration. Fashion,
fragrance and technology are good
examples of expressive markets.
Friendly
Approachable
Fun-loving
Carefree
Caring
Sensitive
Dynamic
Independent
Focused
Competent
Strong-willed
Powerful
NeedScope research in your
category will determine if
one or other is a stronger
driver in your market and
this will guide how you
build emotion into your
brand.
10 11

Yellow
YELLOW is the colour of the sun,
bright and uplifting. It symbolises
hope, fun and optimism like
sunshine on a spring day.
Red
RED is the colour of fire and
blood, lifes primal forces. RED is
associated with energy, war, danger,
strength, passion and desire.
Meaning of
the NeedScope
colours
Orange
ORANGE combines the energy
of YELLOW with the stability of
BROWN. It glows like the harvest
sunshine, symbolising genuine
warmth and happiness.
Brown
BROWN is the colour of earth,
wood and stone – natural, solid and
real. BROWN symbolises stability,
support, comfort and all the
wholesomeness of nature.
Blue
Purple
PURPLE is special, rarely seen in
nature, and difficult to create.
PURPLE has always signified nobility
and power – the colour of royalty,
luxury and privilege.
BLUE is the colour of the ocean – cool,
entrancing and with hidden depths.
The colour BLUE symbolises strength,
serenity, loyalty and authority.
We use different colours to
represent the six emotions
on the NeedScope model.
Colour is a powerful element
of symbolic language. We
respond subconsciously to
colours as their emotive
meaning, which often
originates in nature, is hardwired.
This makes colour an ideal
symbol for the NeedScope
emotions. The next section
explores each of them in
detail.
12 13

Introducing
RED is highly charged
and bursting with vitality.
Excitement and stimulation
are the life-blood of this
needstate.
RED thrives on adventure
and challenge, tackling
everything head-on with
confidence and courage.
RED never holds back.
RED stands apart and dares
to be different. Conformity
is not an option, it’s about
breaking the rules.
RED is all about the here and
now, looking forward rather
than backwards. This gives
RED a modern, youthful
image - often edgy and
street wise.
14 15

HIGH ENERGY
FULLY CHARGED
COURAGE
ADVENTURE
ON THE EDGE
16 17

REBELLIOUS
EDGY
HERE AND NOW
UNIQUE
BREAKS RULES
18 19

Introducing
On the far right of the
NeedScope model, PURPLE
is set apart by assertion and
an energy that has force
and purpose.
PURPLE is self-assured, with
a confident, determined
approach. PURPLE makes
the rules and leads the way.
Social power matters so
PURPLE overtly aims for the
top - and reaches it.
PURPLE is typically premium
with a focus on quality and
a hint of sophistication. All
of this makes PURPLE very
difficult to ignore.
20 21

DETERMINED
POWERFUL
NEVER MODEST
IN COMMAND
SELF-ASSURED
22 23

AMBITIOUS
SOPHISTICATED
AT THE TOP
QUALITY
GLAMOROUS
24 25

Introducing
BLUE’s energy, being at
the bottom of the model,
is inward-focused and
restrained. There is
assertion but this too is
controlled.
Elegant and refined, BLUE
has a subtle sense of style
and appreciates the finer
things in life. BLUE also
values intelligence, logic
and clarity of thought.
BLUE is mature – no room
for childish pranks in this
cool, calm and collected
needstate. Whether classic,
or ultramodern, BLUE also
brings a timeless sense of
quality.
26 27

LOGICAL
SHARP
REFINED
INTELLIGENT
SUBTLE
28 29

COMPOSED
EFFICIENT
MATURE
TIMELESS
ORDERED
30 31

Introducing
BROWN enjoys human
connection, like all of the
lefthand side of the model.
This combines with a quiet,
inward energy.
Comfort and nurture sit at
the heart of BROWN - a
sense of caring for yourself,
others and the world
around you. BROWN is gentle
and sensitive and values
authenticity. BROWN radiates
serenity, a feeling of calm
and being at peace with the
world.
There is an everyday familiarity
to BROWN, at ease and
unpretentious.
32 33

GENTLE
SENSITIVE
COMFORTING
SIMPLE
GENUINE
34 35

SERENE
EVERYDAY
UNPRETENTIOUS
AT EASE
RELAXED
36 37

Introducing
ORANGE is on the far left of
the model, where belonging
is more important than
standing out. ORANGE
energy radiates warmth.
ORANGE is 100% honest,
open and always pragmatic.
The ORANGE need to fit in
brings warmth and a sense
of togetherness.
There’s no place for standing
out from the crowd. ORANGE
has an easy-going sociability
- friendly fun that everyone
can be part of.
ORANGE is mainstream,
popular and accessible.
38 39

HONEST
TOGETHERNESS
OPEN
BALANCED
INCLUSIVE
40 41

EASY-GOING
FRIENDLY
POPULAR
MAINSTREAM
SOCIABLE
42 43

Introducing
YELLOW is at the top of the
model, bursting with energy.
Being on the lefthand side
of the model, the feeling
is affiliation rather than
individualism.
This makes YELLOW a lively
and open needstate, with a
playful, flirtatious side.
The YELLOW need lives
life spontaneously, without
worries and happy to give
in to every kind of pleasure.
This is all about the lighter
side of life.
The energy and buzz of
YELLOW brings a youthful
feeling for the young at heart.
44 45

PLAYFUL
SPONTANEOUS
FUN-LOVING
BUBBLY
LIGHT-HEARTED
46 47

INDULGENT
JOYFUL
YOUNG AT HEART
BUZZING
CAREFREE
48 49

Needstates
are everywhere
We don’t have to look far to see
the 6 needstates playing out in
different ways around us.
From celebrities on the catwalk,
to movies on the big screen. From
the food we eat to the sports we
play. Even art and architecture
continually play to these fundamental
human emotions.
50 51

Yellow
Red
Movies with
emotion
Orange
Brown
Blue
Purple
Storylines and characters
tap into universal needs.
RED – Thrillers and adventures,
full of heroes and action
PURPLE – Epic struggles full
of power and passion
BLUE – Well crafted to
provoke and intrigue
BROWN – Heartwarming
romance and coming-ofage
stories
ORANGE – Everyday stories
in familiar settings
YELLOW – Light entertainment
to provide escape
52 53

Yellow
Red
Food with
emotion
Orange
Purple
Food feeds not only our
body but also our soul.
RED – Adventurous food
that challenges the taste
buds
Brown
Blue
PURPLE – Impressive food with
style and extravagance
BLUE – Subtle and refined,
this is food as art
BROWN – Natural and
wholesome food to nourish
and comfort
ORANGE – Unpretentious
food for sharing
YELLOW – Pleasurable, to
delight the taste buds
54 55

Yellow
Red
Sport with
emotion
Orange
Brown
Blue
Purple
Although physical, sport also
meets our emotive needs.
RED – Pushing physical
boundaries, thrills and
endurance
PURPLE – Relishing winning
on a big stage
BLUE – Discipline and focus,
perfection at play
BROWN – Relaxing and unwinding,
resetting the body
ORANGE – Inclusive, uniting
and supporting the team
YELLOW – In the moment,
letting go and enjoying
56 57

Yellow
Red
Buildings with
emotion
Orange
Brown
Blue
Purple
Great buildings do more
than provide shelter.
RED – Often controversial,
always pushing boundaries
PURPLE – Big and impressive,
dominating the skyline
BLUE – Sleek and minimalist,
less is more
BROWN – Curves replace
angles and textures soften
to shelter and cocoon us
ORANGE – Friendly, welcoming
spaces that connect people
YELLOW – Quirky and
colourful buildings
58 59

Working
with the different
needstates
Understanding the dynamics of the
NeedScope model and getting to
know each needstate is an
important first step. It’s also
important to recognise the subtleties
of how the model works so you
can maximise its power to build
irresistible brands.
60 61

Needstates
exist in every
category
Female fragrance
Female fragrance choices are driven by
what type of woman you want to be.
The needstates describe womanhood
archetypes.
Cheerful
woman
Lively
woman
Independent
woman
Assertive
woman
Gentle
woman
Discerning
woman
The six needstates are so
fundamental they drive all
human behaviour, including
brand choices in categories
as diverse as finance,
pharmaceuticals and fragrance.
NeedScope qualitative reveals
how the needstates are
expressed in your category
and quantitative then defines
and measures their exact
nature. These measurements
can define more or less than
six needstates.
Pharmaceutical
Pharmaceutical brand choice is driven by
the consumer relationship with illness,
so the needstates describe healthcare
strategies.
Restore the
balance
Carry on
regardless
Nurture good
health back
Fight it
head on
Control and
manage it
Assert your
superiority
The NeedScope model changes by category
62 63

Consumers
move around
the model
Different needs in
different categories
Because consumers have many sides
to their personalities they move
between categories as their emotive
needs change.
I want a bank that
gets to know me
I want a mobile
phone that’s
fun to use
I want a car that
makes me feel
powerful
Consumers are complex. As
their moods, situations and
aspirations change, their
emotive needs also change.
We can’t identify one
needstate that drives one
consumer across, or even
within, categories. Multi-modal
markets, where consumers
move between needstates,
require a different marketing
approach, targeting an
emotive needstate rather
than a consumer profile.
Different needs in
one category
Even within a category, one consumer
can have many different needs satisfied
by different brands, as these beverage
needs show.
Orange juice
nourishes and
balances me
An energy drink
gives me a boost
A fruity mineral
water focuses
and calms me
One consumer can move around the model
64 65

Each needstate
has many
dimensions
Sensual
Lively
Energetic
Daring
Fun
Strong
Easy- going
YELLOW
RED
Forceful
Warm
ORANGE
PURPLE
Powerful
There are different subdimensions
within each
needstate, which your
category study will reveal.
Genuine
Nurturing
BROWN
BLUE
Sophisticated
Discerning
Understanding these emotive
nuances helps you target a
brand more sensitively by
carving out a unique territory
within a highly competitive
needstate.
Gentle
Thoughtful
Composed
Intelligent
Shades of emotion
66 67

Yellow
Red
OVER-INDULGENT | FRIVOLOUS | DISORGANISED
DANGEROUS | DEFIANT | UNCARING
On the
flipside
Orange
CONVENTIONAL | PREDICTABLE | UNIMAGINATIVE
Purple
DOMINEERING | SELF-CENTRED | SHOWY
We typically describe needstates
in positive terms,
but they can also be
seen negatively.
For example if a consumer
needs a sense of competence
and order, a BLUE brand
will satisfy. They will reject a
YELLOW brand because it’s
lightweight and indulgent.
Those wanting fun and
frivolity will embrace a
YELLOW brand but reject
BLUE as dull and uptight.
Brown
NAÏVE | PASSIVE | WEAK
Blue
INFLEXIBLE | COLD | DULL
Brands should be marketed to
the positive side of the
needstate and not be
concerned when consumers
with different needs
reject them.
68 69

Yellow
ALWAYS YOUNG | CAN’T BE SERIOUS
Red
YOUNG, COOL SET | TOO NICHE | TOO MUCH EFFORT
The needstate
myths
Orange
A GROUP EXPERIENCE | DULL AND BORING
Purple
ONLY LUXURY GOODS | ALWAYS ABOUT STATUS
Misunderstanding leads to
myths about the needstates.
For example, applying a
traditional demographic
view, YELLOW may be seen
as only for young people. In
reality people of all ages can
express youthful fun and
spontaneity.
Marketers can be influenced
by their own perspective.
Someone with
strong BROWN needs, who
finds RED challenging, may
avoid positioning brands in
this space.
Brown
LACKS VALUE | OLD FASHIONED
Blue
DULL AND BORING | TRADITIONAL
To overcome this, we have
powerful workshop exercises
that push beyond traditional
or personal perspectives.
70 71

Targeting
a needstate
Armed with an understanding and
measurement of the needstates
in your category, you are
equipped to develop a brand
positioning strategy.
The needstates in a category are
typically very different from one
another, often with little overlap.
This is because they are defined
by emotion, rather than generic
product needs.
NeedScope data shows the more
tightly your brand is focused, the
greater its chance of success.
This typically means targeting
only one needstate though
occasionally the cross-over of two
adjacent needstates represents
a better opportunity.
72 73

NeedScope
opportunity
analysis
1. IQ - Brand Irresistibility
How irresistible is the brand currently to
each needstate?
High
270
Target Zone
We take a disciplined
approach to determining
the best positioning
opportunity for your brand
or portfolio.
Using the data from
a quantitative NeedScope
study, NeedScope Opportunity
Analysis takes account of
the current brand offer,
and the brand’s potential
volume, value and growth
within each needstate.
This will to identify which
needstate your brand
should target. The end
goal is to make your brand
irresistible to the needstate.
2. Brand Performance
What needstates does the brand
currently source its volume from?
3. Opportunity
What volume and value are each of the
needstates?
4. Growth
Where are needs not well met by
competitors? Where is there headroom
for the brand to grow?
Source Index
125
0
Low
$115m
$11m
$46m
$115m $12m
$115m
$20m
$13m
IQ
$79m
$14m
0 50 100
Needstate Size $m
Opportunity $m
Stimulation
Contentment
Sophistication
Affiliation
Composure
Elation
The orange Affiliation needstate represents the best potential for the brand. There is already
a good fit here and good room for growth.
High
74 75

Evaluating
your brand’s
irresistibility
An important starting
point is to know how
well the brand currently
performs in your chosen
needstate against the drivers
of irresistibility.
Using the NeedScope
brand data, in conjunction
with analysis of your
brand activity, we audit
your brand against the
Irresistible Brands framework,
and through the eyes
of your target needstate.
This ensures you are
focusing your efforts and
budget in the right direction.
Know-how
Does your brand have credentials
and expertise in the category?
Momentum
Is your brand evolving, remaining
fresh and responding to market
changes?
Differentiation
Is your brand clearly differentiated, not just
functionally but emotively?
Emotion
Does your brand touch the core emotion
that drives your chosen needstate?
Symbolism
Is your brand using symbolism well to
touch the right emotion?
Nexus
Is there an emotive connection running
through every layer of your brand?
Alignment
Is every brand touchpoint aligned, with
consistent functional and emotive messages?
Unity
Are your brand variants united, creating a
cohesive brand family?
The NeedScope irresistible brand framework
76 77

Executing a
brand strategy
The hard work really starts after
the needstate selection and
irresistibility audit.
To succeed, you need alignment
of purpose and understanding
across your whole organisation.
Your chosen needstate positioning
will form the basis of your brand
architecture, all your brand
decisions and external agency
briefings.
Central to success will be
incorporating the emotion of
the needstate into every brand
touchpoint. Irresistible brands do
this using symbolism, which is
the language of emotion.
The following pages use
the NeedScope model to
demonstrate how symbolism
applies across different touchpoints.
78 79

Yellow
Red
Brand logos
give more
than a name
TOUCH OF GLITZ | EXPLODING | CHILD-LIKE
STRONG COLOURS | DYNAMIC SHAPES | BOLD FONT
Orange
Purple
INFORMAL | WARM COLOURS | ROUNDED SHAPES
POWER SYMBOLS | RICH COLOURS| CAPITAL FONT
Brown
DELICATE | FLOWING | ROUNDED
Blue
REFINED | MONOCHROMATIC | SYMMETRICAL
A good brand logo evokes
the right emotion using the
symbolic cues of colour,
shape, size, format and font.
80 81

Packaging
Yellow
VIBRANT | CURVACEOUS | NOVELTY
Red
UNCONVENTIONAL | HIGH IMPACT | EASY GRIP
must evoke
emotion
Orange
Purple
CURVED SHAPES | CHEERFUL COLOURS | PRACTICAL
LUXURIOUS | SUBSTANTIAL | TEXTURAL
Brown
PASTELS | EARTHY TONES | SIMPLE
Blue
SLEEK | STREAMLINED | ARTFULLY CRAFTED
Good packaging taps
emotion by understanding
the symbolism of all the
variables such as size, shape,
format, colour, materials,
textures and so on.
82 83

Yellow
Red
Design must
go beyond
functionality
ENGAGING | PLAYFUL | TACTILE
HIGH-TECH | EDGY | TOUGH
Orange
Purple
COMFORTABLE | USER-FRIENDLY | NATURAL TEXTURES
IMPRESSIVE | ANGULAR | EXAGGERATED
Brown
AUTHENTIC | SOFT EDGES | DELICATE
Blue
MODERN CLASSICS | MINIMALIST | METALLIC
Brands that successfully meet
emotive needs recognise
that product design is not
a functional element. Every
aspect of design is laden
with emotion.
84 85

Yellow
Red
Retail is
an emotive
experience
PLENTIFUL | BUSTLING | CREATIVE
CONTEMPORARY | INDUSTRIAL | HIGH IMPACT
Orange
Purple
WELL-LIT | WELCOMING | HELPFUL
SPACIOUS | SPECIALIST | DRAMATIC
Brown
DOWN TO EARTH | LOW-KEY | SANCTUARY
Blue
UNCLUTTERED | STYLISH | LOGICALLY ORGANISED
The store is more than a
showcase to sell product. It
must also be an environment
where the consumer can
experience the full emotion
of the brand.
86 87

Yellow
Red
Digital cues
send emotive
signals
ANIMATED | GAME-LIKE | SURPRISING
OUTSPOKEN | UNIQUE | HIGHLY INTERACTIVE
Orange
Purple
HELPFUL | EASY NAVIGATION | PRACTICAL
SHOWCASE | COMPREHENSIVE | PRODUCT IS HERO
Brown
HUMAN TOUCH | LOW-TECH | SIMPLICITY
Blue
INSTRUCTIVE | INFORMATIVE | CLEAR NAVIGATION
It’s not only the messages and
imagery of a brand website
that evoke emotion. It’s
also the format, tone of
voice, music and style of
interaction that must send
the right emotive messages.
88 89

Yellow
Red
Communications
always use
emotion
ENERGETIC | ENTICING | FANTASTICAL
EXPLOSIONS | SHOCK FACTOR | PROVOCATIVE
Orange
Purple
ORDINARY PEOPLE | WARMTH AND COLOUR | RELAXED
DIRECT TO CAMERA | POWERFUL POSES | RICH COLOURS
Brown
TRANQUIL | SOFT COLOURS | SEPIA TONES
Blue
ARTFUL | DEMANDS THINKING | NEUTRAL PALETTE
Whatever the medium, all
communications use symbolism
to tap into emotion. Talent,
imagery, copy and colour
are just some of the variables
available which need careful
management. These are
examples of consumer sector
communications that express
emotion well.
90 91

Yellow
Red
Even functional
categories use
emotion
ENERGETIC | ENTICING | FANTASTICAL
EXPLOSIONS | SHOCK FACTOR | PROVOCATIVE
Orange
Purple
ORDINARY PEOPLE | WARMTH AND COLOUR | RELAXED
DIRECT TO CAMERA | POWERFUL POSES | RICH COLOURS
Brown
TRANQUIL | SOFT COLOURS | SEPIA TONES
Blue
ARTFUL | DEMANDS THINKING | NEUTRAL PALETTE
These communications, in
sectors such as finance,
insurance, automotive and
telecommunications, understand
the power of the right
symbolism to touch the right
emotive triggers.
92 93

Yellow
A brand that brings out
the child in us all and
plays to that with fun
and fantasy.
Red
Red Bull’s arrival redefined
the drinks category and
the brand continues to
push the limits.
Brands that
do it well
FOR THE INNER CHILD
GIVES YOU WINGS
Orange
Not just a unique
product, but a brand
that really understands
why we love to snack.
Purple
Promising confidence,
style and world-class
beauty for more than a
generation.
MAKING SNACKING EASY
BECAUSE YOU’RE WORTH IT
Brown
Pleasures lets women
escape into a simpler
world of floral fragrance.
FLORAL DREAMS
Blue
Mövenpick combines passion
for gastronomy and a quest
for nature’s best with Swiss
standards of perfection.
ART AND SCIENCE
When brands manage
emotion well across all
touchpoints they become
truly irresistible. These
are good examples in the
consumer sector.
94 95

Yellow
The Volkswagen beetle
captures the fun and
joy of driving, so often
neglected by more
serious car brands.
Red
Virgin pushes category
boundaries and challenges
long-established norms to
deliver the RED experience.
Brands that
do it well
FOR THE YOUNG AT HEART
DISRUPTIVE REBEL
Orange
Mind-blowing technology,
but delivered simply by a
brand that feels human.
Purple
A superior watch, forever
linked to important events
and people; Olympic games,
1969 moon landing,
American presidents and
British royalty.
GATEWAY TO THE WORLD
FAMOUSLY KEEPING TIME
Brown
Allstate brings a human
element to insurance,
building connections
with customers.
UNDERSTANDING INSURANCE
Blue
Universally synonymous with
knowledge and intelligence,
BBC is the quintessential
thinking brand.
INTELLIGENCE AND KNOWLEDGE
Outside the consumer sector,
brands also need to
understand and tap into
emotion. These are good
examples of brands that
consistently do that.
96 97

Putting the
needstates
into action
Satisfying consumers’ emotive
needs is central to building
irresistible brands. It requires
commitment and a disciplined
approach:
• Understand how the
needstates are expressed in
your category
• Identify the optimum
needstate for your brand or
portfolio
• Learn and apply the
symbolic language of your
needstate
• Unite all stakeholders
behind the strategy
This isn’t a one-off action but an
ongoing approach you apply to
every brand decision. It’s a
challenge few brands truly achieve
but the rewards are immense.
98 99

© NeedScope International 2018
Introducing
NeedScope