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Main  Stage,  November  3,  2011   A  Presenta*on  from  the  Fes*val  of  NewMR  Main  Stage  –   November  3,  2011  

Listening with the Third Ear: Marketing’s Emergent Humanism Stephen D. Rappaport, ARF

Listening with the Third Ear: Marketing s Emergent Humanism Presented to: Festival Of NewMR, Nov 3, 2011

Stephen D. Rappaport Knowledge Solutions Director, Author: Listen First! The Advertising Research Foundation

Stephen D Rappaport, Advertising Research Foundation, USA Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Hennessy

New Products Launched: White, Fine de Cognac, Black

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Listening with the “Third Ear”

“It means listening with all our intelligences, all our ways of knowing.”

Sources:  Reik,  Theodor  1948;  Hacke8,  Jill,  h8p://goo.gl/KLcU4    

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Today’s Topic

Listening’s Roles in: Shaping and revising mental models

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

1. Mental Models

The brain processes we use in making sense of something and then deciding which action to take.

Source: Wind, Jerry and Colin Crook., “The Power of Impossible Thinking,” 2006

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Other Brands Changing their Mental Model

ShiBed  strategy   from  women  to   men  in  1970s  

ShiBed  strategy   from  copier  manu-­‐ facturer  to   document   company  in  1989  

ShiBed  strategy   from  men  to   women  in  2010  

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Business Imperative

Creates Competitive Advantage

Source: http://www.senseandrespond.com/?page_id=7

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Consumers

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Advertising

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Listening

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Third Ear Listening is Data for Mental Models

Signals  

RelaMonships/Meaning  

Business  

People  

EmoMons   Enterprise  Value  CreaMon   Adver/sing  

Listening  

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Re:think Your Mental Models »  Describe the mental models you/your company are using. »  How will listening enable you to test that your mental models are valid?

»  Does your model need to change? How? »  How hard will it be to change your model? »  What small changes have the power to promote your new model?

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Third Ear Listening is Humanistic

Humanism: any system or mode of thought or action in which human interests, values, and dignity predominate.

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Marketing’s Emergent Humanism

Grounded in Listening with the Third Ear Brings People into the Brand A Prospect for Business Success

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Q&A

Stephen  D  Rappaport   AdverMsing  Research   FoundaMon  

Lenny  Murphy   Greenbook  Blog  

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Thank You!

Stephen D. Rappaport The book: Listen First! Turning Social Media Conversations into Business Advantage [email protected] @steverappaport http://listenfirst.thearf.org

Stephen D Rappaport, Advertising Research Foundation, USA

©2011. The ARF. All rights reserved Festival of NewMR 2011 - Session 7 Schedule: 9:00pm-11:00pm (GMT)

Main  Stage,  November  3,  2011   A  Presenta*on  from  the  Fes*val  of  NewMR  Main  Stage  –   November  3,  2011  

Listening with the Third Ear: Marketing’s Emergent Humanism Stephen D. Rappaport, ARF