rev 2

1. DecisionSCAN
Wallace & Washburn Associates LLC
www.decisionmode.com
1770 Massachusetts Ave, Suite 177, Cambridge, MA 02140
Tel: 781-235-8882 Cell: 781-799-5444
Intuitive Branding:
Timely in an Internet World

2. Wallace & Washburn Backgrounds
Kim Wallace
 NCK, SSC&B (Noxzema, Colgate Palmolive)
 Arnold/HBM (Salada, General Mills)
 Radcliffe Seminars faculty
 Top 5% LinkedIn Profile
Kim Wallace CEO
Harry Washburn
• Harvard Extension School faculty
• Benton & Bowles (General Foods)
• Harvard Business School
Faculty 20 Years
2

3. Co-Authors
• Top 1% in Amazon sales
• Published in 4 languages
• 3 Decision Making Modes
Kim Wallace Harry Washburn
“Lively, lucid, smart and on target. I’m impressed.”
Ted Levitt, Dean Emeritus, Harvard Business School
“ The most pragmatic book on consumer marketing in
years!” Amazon.com
3

4. Representative Clients
4

5. A Changed Internet World
* New consumer freedom now due to empowering Internet experiences.
“Within a few years the Internet will turn business upside down.
Be prepared-or die.” Matthew Symonds, The Economist 1999
* Change from PUSH (TV, radio, etc.) to PULL online.
“Thanks to the Internet, car buyers now hold the cards.”-Boston Globe 2013
*Messaging overload creates consumer “tune out.”
* Greater need to measure customer experience.
“Your customers’ perceptions of their interaction with your company impacts
your bottom line. You NEED your customers more than they NEED you.
Even investors reward customer experience leaders!” –Forrester Research 2013
* Shift occurring from rational to emotional customer research.
“The industry will shift from questioning to discussing, insight to forecast,
rational to emotional.” - StrategyOne, Washington, D.C.

6. 3 DecisionMODES
Thinker (verbal), Visualizer (non verbal) Commander (non verbal)

7. Sample DecisionMode Question
Q: Let’s imagine you were buying a car today. What in your
opinion, would be most important? Why? (Pick one)
• It looks great?
• It feels great to drive?
• It makes logical sense?

8. Thinkers (20%)
“It makes logical sense.”
•Thinking, reasoning, answers,
details, numbers, planning
Steve Jobs
•Careful, thoughtful
decision-makers
•Favorite Words: “Think, hear, sounds, logic,
future, know, understand”
T

9. Visualizers (50%)
“It looks great.”
•Quicker decisions
•Interested in the features
and benefits
•Favorite Words: “See, look, Ralph Lauren
show, picture, focus, perspective,
impression”
T

10. Commanders (30%)
“It feels good to drive.”
•Ready, fire, aim
•Team leaders/players
•Favorite Words: “Feel, sense, touch, hit,
Oprah Winfrey
tackle, win, team, power, people”

11. DecisionSCAN
What are the Intuitive “Trigger Words”
“Trigger Words”
Logical Thoughts
Intuitive Feelings
11

12. DecisionSCAN
Major Packaged Goods Example:
Determine the trigger which will
motivate consumers to request a
prescription from their dentist.
12

13. 1
The Mouthwash Words Assembled
Raw Verbatims
Q. In your opinion, what would motivate you to ask your
dentist for a prescription?
You have possible damage to the bone, the tooth, you should
do something about it in advance and try to stop it from ever
reaching that point, and this is one way to do it. Certainly a
deterrent to it, and so, yeah I would think that somebody
who has that problem, that kind of a picture would catch
their eye, especially is they saw red blood. I do have you
know, if I brush my teeth hard enough or my gums, I do get
bleeding sometimes. When I go to the dentist and I have my
teeth cleaned, I bleed fairly well I guess. I do my share of it. I
haven't been told that I have gum disease or anything, but I,
you know, maybe that's something that could stop it from
happening, if there's any indication at all that it might be
there. That's something that if I thought I could use that and
it would help the situation, sure. Without even thinking
about it too much, and I think you…
13

14. 2
Determine Word Frequencies
You have possible damage to the bone, the tooth, you
should do something about it in advance and try to stop
it from ever reaching that point, and this is one way to
do it. Certainly a deterrent to it, and so, yeah I would
think that somebody who has that problem, that kind of
a picture would catch their eye, especially is they saw red
blood. I do have you know, if I brush my teeth hard
enough or my gums, I do get bleeding sometimes. When
I go to the dentist and I have my teeth cleaned, I bleed
fairly well I guess. I do my share of it. I haven't been told
that I have gum disease or anything, but I, you know,
maybe that's something that could stop it from
happening, if there's any indication at all that it might be
there. That's something that if I thought I could use that
and it would help the situation, sure. Without even
thinking about it too much, and I think you. u , I do get
bleeding sometimes. When I go to the dentist and I have
my teeth cleaned, I bleed fairly well I guess. tooth,
you should do something about
DecisionScan
14

15. 3
Analyze Trigger Words
Trigger Words
15

16. Prescription Mouth Wash: Results
Objective
Find key “trigger” words
Data Source
Audio taped focus groups
Question
“What do you feel would motivate you to take action?”
Logic vs.
Intuition
Avoid pain/expense “Bleeding gums is a problem!”
VERBATIMS
DecisionSCAN
gum/s
bleeding
problem
SCAN FREQUENCY
132
80
38
ThoughtTalk
“If I have persistent bleeding gums I’d want it.”
“Bleeding does show there’s a problem in the works.
Results
The product was successfully launched nationally with TV
and print ads featuring a dentist referring to “bleeding gums"
and pointing to a tooth illustration with a blood red gum line.
The brand went national successfully in one year.
16

17. Philanthropy Example: WGBH-TV Fund Raising
Objective
Motivate viewers to pledge more money
Data Source
Groups plus surveys among WGBH non-giving viewers
Question
“What in your opinion would motivate a pledge?”
Logic vs.
Intuition
Maintain our high level of
quality programming
VERBATIMS
DecisionSCAN
think
give/ing
about
“If you think your pledge
is unimportant, Think Again.”
Scan Frequency
46
32
23
ThoughtTalk
“I think they’re doing well already without my pledge.”
“I think I’d give if I thought there was a crisis.”
Results
A new Thinker-based campaign was launched: “Fewer
than two out of ten viewers support WGBH, so if you think
your pledge is unimportant, Think Again!” Mail-in “white
mail” pledges increased 91%. Rolled out nationally.
17

18. Branding Example: Okemo Mountain
Objective
Determine best positioning for skier families
Data Source
Online research among 3,950 skiers
Question
“What in your opinion would you say to recommend
Okemo?”
Logic vs.
Intuition
A Great Family Mountain
VERBATIMS
DecisionSCAN
fun
family
snow/conditions
“Great snow. Great fun!”
ThoughtScan Frequency
209
168
114
ThoughtTalk
“Great snow means fun for everyone.”
“Family fun is in the skiing, not sitting in the lodge.”
Results
Okemo now promotes “The difference is snow.” The
logical support is Ski Magazine’s #1 ratings for grooming
because it’s the only mountain in VT that grooms trails
twice a day. Visitations continue to increase
significantly.
18

19. 19

20. Tag Line/Branding Example:
Problem
Northeastern
University
Determine the most powerful message for admissions
Data Source
Surveys of students, parents, staff, alumni and prospects
Key Question
“What do you feel makes Northeastern better?”
20

21. Q. “In your opinion what do you feel makes Northeastern
better than other universities?”
TRIGGER WORDS
DECISIONSCAN
FREQUENCY
coop
149
good
134
program
114
education
78
enter
76
work
75
job
72
get
22
contacts
15
something
16
occupation
35
employment
24
people
21
21

22. Northeastern University
Problem
Determine the most powerful brand position and
tag line for admissions
Data Source
Surveys among staff, faculty, grads, students,
parents and prospects during 1986.
Question
“In your opinion what do you feel makes
Northeastern better than other universities?”
Logic vs. Intuition
Hands-on educational “Education that
experience
Works”
VERBATIMS
DecisionSCAN
Trigger Words
Solution
SCAN FREQUENCY
co-op
experience
work/job
149
114
107
“Their co-op program gives experience.”
“With co-op you can get a better job.”
The “Education That Works” tag line was created,
incorporating key trigger words. Used for over 25
years. Over 46,000 applications were received 22
last year, elevating NU to the top 3 universities

23. Public Relations Example: National Car Wash Association
Objective
Determine how frequent car-washers justify the expense
Data Source
Intercept interviews at car washes
Question
“In your opinion, what is there about getting your car
washed that justifies the price?”
Logic vs.
Intuition
The vehicle looks better
DecisionSCAN
VERBATIMS
feel
good
better
“I feel better in
a clean car.”
SCAN FREQUENCY
122
89
256
ThoughtTalk
“I actually feel better when my car has been washed.”
“I feel good when my car is clean.”
Results
Press releases issued nationally. The “feel good” story
(Commanders) was picked up by hundreds of publications
including the Wall Street Journal and Forbes. Reaction so
successful website changed to www.cleancarfeeling.com. 3
2

24. Results: National PR stories, a new “Feel Good” poster campaign
and a new online address (cleancarfeeling.com)
PUBLIC RELATIONS
24

25. DecisionSCAN
Additional Case Histories
Christmas Tree Shops tag line/ad campaign
International Consulting Firm
Progress Software global branding
Kaspersky Anti Virus Software advertising
Homeland Security PSA messaging
Beth Israel Hospital merger name
Medisense monitor new global product name
Rockport Shoes new product development
BASF Biotech Public Relations messaging
Berklee Online School of Music global branding
Wallace & Washburn Contact Information
25

26. Retail Advertising Example: Christmas Tree Shops
Objective
Determine most powerful advertising/media approach
Data Source
Written staff surveys/customer interviews
Question
“What feelings come to mind when you think of shopping
at Christmas Tree Shops?”
Logic vs.
Intuition
Save money
VERBATIMS
DecisionSCA
N
bargain/s
fun
love/like
“Don’t You Just Love
(finding) a Bargain!”
Scan Frequency
57
25
17
ThoughtTalk
“I love to search out the bargains they offer. It’s fun.”
“Bargains, low prices and fun outing with friends.”
Results
Agency developed successful testimonial TV campaign
with the theme “Don’t You Just Love A Bargain”. Used for
10+ years leading to $800 million acquisition by BB&B.
TAG LINE
26

27. B to B Branding Example: Consulting Firm
Objective
Determine what current and prospective clients want most in
outsourcing new product development.
Data Source
Telephone surveying of current and potential clients who are
key decision makers
Question
“What, in your opinion, do you feel would motivate you to
consider using outside consultants in new product
development?”
Logic vs.
Intuition
Experienced consultants
add expertise
DecisionSCA
N
VERBATIMS
fast /er
marketplace
first
“Time Effectiveness”
(not cost effectiveness)
Scan Frequency
37
33
22
ThoughtScan
“I want to get to the marketplace first with a good product.”
“If you get to market first you make the money.”
Results
The firm changed it’s mantra to “Time Effectiveness,” from
“Cost Effectiveness” with extremely positive results. “Time
Effectiveness” was applied to downsizing too.
BUSINESS TO BUSINESS
27

28. Technology Branding: Progress Software
Objective
Determine most powerful global brand message
Data Source
Surveys among current and potential customers
Question
“In your opinion, what distinguishes Progress Software?”
Logic vs.
Intuition
Respected clients globally
VERBATIMS
DecisionSCA
N
Independent/ce
computing
platforms
“Computing
Independence”
Scan Frequency
51
38
37
ThoughtTalk
“I can use Progress on different computing platforms.”
“You’re independent. You can use it on other platforms.”
Results
The new “computing independence” brand position was
launched successfully. Without the DecisionScan
analysis the agency would have focused more on
independence and freedom.
28
TAG LINE

29. Technology Advertising: Kaspersky Anti Virus
Objective
Determine image of founder (Kaspersky) and possible use
in advertising/public relations
Data Source
Online surveys among potential U.S. customers
Question
“In your opinion, how do you feel about these ads
featuring the founder?”
Logic vs.
Intuition
Kaspersky is proven in Europe “founder’s believable”
VERBATIMS
DecisionSCA
N
Scan Frequency
Kaspersky
believable
respected
51
39
34
ThoughtTalk
“I’ve heard the Kaspersky name. He’s very believable.”
“I respect his philosophy. He sounds quite believable.”
Results
Launch with advertising and public relations into the
United States incorporated the founder (Kaspersky).
29

30. PSA Messaging: Homeland Security
Objective
Create messaging that prompts Floridian consumers to
get better prepared and download tips on the website.
Data Source
Surveys among current and potential customers
Question
“What in your opinion would prompt you to get better
prepared for, god forbid, a terrorist attack?”
Logic vs.
Intuition
Get prepared better when you “Do it for the kids.”
are not in a crisis situation.
(They’d be
helpless.)
VERBATIMS
DecisionSCA
N
Prepared
Family/Kids
Survival/Protect
Scan Frequency
78
77
68
ThoughtTalk
“Get prepared and protect your family.”
“Do it for the kids and the family if not for yourself.”
Results
The new PSA message “Do it for the Kids” scored well
with parents and singles. The impactful message
generated over 10,000 downloads of “Top Tips for
Survival.” A new web address was also added,
www.mysafeflorida.com.
30

31. Merger Name: Beth Israel Hospital/Deaconess
Objective
Create new name for the combined entity of Beth Israel
and Deaconess hospitals
Data Source
Surveys among consumers (patients and non)
Question
“In your opinion, what words, thoughts or feelings come
to mind regarding Beth Israel Hospital?”
Logic vs.
Intuition
Two of Boston’s Best
“The CareGroup”
Hospitals Combine Resources
VERBATIMS
DecisionSCAN
BI
MGH
good/excellent
care/ing
doctors/surgeons
reputation
maternity
nurse(s)
85
72
43
39
9
78
125
35
89
93
27
19
Brigham & Women’s
86
32
36
62
69
46
ThoughtTalk
“Beth Israel has caring nurses who treat you special.”
“It’s the nursing care at BI that makes it so special.”
Results
The name CareGroup was adopted to reflect Beth Israel’s
perceptual strength: caring.
NAME TESTING
31

32. Global Product Naming: Medisense Blood-Testing
Objective
Determine most powerful name for Europe and U.S.
Data Source
One-on-one interviews with diabetics in 8 countries
including Europe
Question
“In your opinion, what’s the most important feature of
your meter?”
Logic vs.
Intuition
Smaller, discreet, yet easy
to use.
VERBATIMS
DecisionSCAN
precise
accurate/acy
exact
“Precise Readings”
Scan Frequency
35
23
11
ThoughtTalk
“Indicates a precise reading.” – U.S.
“Sounds like pretiosen (jewels)” – Germany
“Precisia is good . I want exact accuracy.” – Holland
Results
The Precision Q-I-D device successfully launched
internationally with new name. Medisense was purchased
within a year by Abbott Labs.
GLOBAL NAME TESTING
32

33. New Product Text Mining: RockSport Shoes
Objective
Generate new products following the success of the
RockSport comfort shoes.
Data Source
Mail-in surveys in shoe boxes plus sales force.
Question
“In your opinion, what’s the next new Rockport
shoe you’d develop?”
Logic vs. Intuition
More leisure shoes
VERBATIMS
DecisionSCAN
dress/dressier
shoe/s
lightweight
“Dress Sports”
Scan Frequency
35
34
32
ThoughtTalk
“Dress up RockSports with cordovans, wing tips.”
“A comfortable shoe I can wear in the boardroom.”
Results
Rockport “DressSports” were successfully
introduced in cordovans and wing tips.
33

34. Public Relations Positioning: BASF Biotech
Objective
Uncover possible negative reactions to proposed
biotech plant site
Data Source
Telephone surveys among location residents
Question
“In your opinion, what’s your greatest concern
regarding this new biotechnology site?”
Logic vs. Intuition
It’s a drain on
local resources
“Bio-waste expert hired from
UMass Worcester with
Harvard credentials”
VERBATIMS
DecisionSCAN
ThoughtTalk
Results
Scan Frequency
concern/ed
waste
dangerous
41
35
29
“What about dangerous waste disposal”
“Accidentally releasing radioactive waste!!”
BASF aligned itself with a bio-waste expert from
Harvard University at UMass Worcester featured
34
prominently in all press materials to allay potential

35. Advertising/Media: Berklee College of Music Online
Objective
Determine how to increase online course enrollments
among performers, songwriters, producers and
teachers.
Data Source
Online surveys among 765 students and prospects
Question
“What in your opinion would you expect the benefit
to be of taking courses online at Berklee music?”
Logic vs. Intuition
Best Professors
“Improve musical skills”
VERBATIMS
DecisionSCAN
music/musician
better
improve
Scan Frequency
172
43
27
ThoughtTalk
“I’ll get the knowledge to become a better musician.”
“I can improve my skills by learning from the best.”
Results
The research has helped them get the messaging
right and find student prospects online more costeffectively with online media. Enrollment doubled
years in a row.
35

36. PR/Advertising: Outward Bound
Objective
Determine the most powerful advertising
message to increase leads.
Data Source
450 interviews nationally among Outward Bound
graduates.
Question
“In your opinion what would you say to recommend
Outward Bound?”
Logic vs.
Intuition
Commune with the
Great Outdoors
“Personal Growth builds
self confidence”
VERBATIMS
DecisionSCAN
SCAN FREQUENCY
grow(th)
personal
experience
126
88
57
ThoughtTalk
"You'll grow as a person. Builds self confidence.“
"I grew personally through the experience."
Results
Using a Personal Growth Experience promise, Outward
Bound is now the #1 adventure-based education
program in the world. It works. 80% of students want
36
another course.

37. Unitarian Universalist Association: Positioning
Objective
Determine best positioning and messaging
Data Source
Focus groups U.S. (members and non members)
Question
“What about Unitarian Universalism is most interesting?”
Logic vs.
Intuition
DecisionSCAN
Historic Religion
VERBATIMS
Thinkers
Respected
Famous
“Religion for Thinkers”
SCAN FREQUENCY
58
56
34
ThoughtTalk
“It’s the church for relevant thinkers.”
“Many famous Americans were members.”
Results
"The research uncovered the element which makes Unitarian
Universalism most appealing to current and potential members; the
encouragement of thinking, inquisitiveness and open-mindedness."
A 30 page background on famous historical public figures which
was incorporated into many weekly sermons. A Gallop Poll
revealed that following the launch, despite national declines in all
other church attendance, UUA generated significant increases.

38. DecisionSCAN
For details please contact Kim Wallace:
Wallace & Washburn Associates, LLC
www.decisionmode.com
1770 Massachusetts Ave, Suite 177
Cambridge, MA 02140
kwallace@wallacewashburn.com
781-235-8882 Cell: 781-799-5444