tapestryworks.asia
CodeWorks - semiotics, cultural analysis
http://www.tapestryworks.asia/codeworks
What does the colour purple mean to you? Did you know that purple is unpopular in China, associated with bravery in the US, considered soothing in India and prohibited at Japanese weddings? Check out just a few of the meanings associated with different colours as they appear in Asian cultures. Designed by Flash Creative Ltd.
tapestryworks.asia
BehaviourWorks - behavioural economics, neuroscience
http://www.tapestryworks.asia/behaviourworks
Recent discoveries in neuroscience and psychology are changing our perception of humans as rational economic agents. A new, less predictable model is emerging which reveals how environment, social context and emotional state all shape consumer behaviour. BehaviourWorks is TapestryWorks’ unique framework for evaluating and leveraging behavioural influences on human decision making at point of sale, and using behavioural understanding to drive behaviour change. Designed by Flash Creative Ltd.
tapestryworks.asia
StoryWorks - storytelling, archetype, brand identity
http://www.tapestryworks.asia/storyworks
In today’s cluttered and ever-changing marketplace, many brands struggle to forge a clear and distinctive identity. Strong brand identities are born from first understanding consumers’ deepest motivations, then translating these into familiar patterns that match brand and customer values. Such patterns can be found embedded deep in the unconscious mind where the archetypal images of myth, fairy tales and folk stories help us make sense of our world and navigate its challenges.
inspectorinsight.com
Inspector Insight » Emotions – A body of evidence
http://www.inspectorinsight.com/emotion/emotions-a-body-of-evidence
Emotions – A body of evidence. Emotional mapping is a core part of TapestryWorks work, and we have often argued that emotions are much more physical and non-conscious than cognitive (see our white paper here. The experimenters conducted cluster analysis on the data and found that positive emotions (Happiness, Love, Pride) formed one cluster, whereas negative emotions diverged into four clusters (Anger and Fear; Anxiety and Shame; Sadness and Depression; Disgust, Contempt, Envy). Surprise, which is ne...
inspectorinsight.com
Inspector Insight » The Importance of Brand esSense: is Vaseline implicitly messing it up?
http://www.inspectorinsight.com/archetypes/the-importance-of-brand-meanings-why-is-vaseline-implicitly-messing-it-up
The Importance of Brand esSense: is Vaseline implicitly messing it up? One of the brands that has been advertising in both markets is Vaseline, although the TVCs are quite different in look and feel. But before I talk about them, what does Vaseline stand for as a brand? Let me quote from the history section of the website, to put my comments on their ads in perspective:. Vaseline’s positioning is clearly that of a Caregiver archetype, with its values of healing and long-term nurture of the skin. It’...
inspectorinsight.com
Inspector Insight » What’s in a Metaphor? Using images to decode culture
http://www.inspectorinsight.com/semiotics/whats-in-a-metaphor-using-images-to-decode-culture
What’s in a Metaphor? Using images to decode culture. TapestryWorks recently conducted some fascinating research into the meaning of beauty for Muslim women in Indonesia and Malaysia. The self-funded project looked at the key emotional goals relating to beauty, using our StoryWorks framework and Visual Think Cards, perceptions of local female celebrities in relation to beauty, and an emotional and cultural analysis of how brands are talking about beauty in both markets. The image was chosen across differ...
inspectorinsight.com
Inspector Insight » The Importance of Brand esSense (Part 2): Is Tiger Beer a Player or a Rebel?
http://www.inspectorinsight.com/archetypes/the-importance-of-brand-essense-part-2-is-tiger-beer-a-player-or-a-rebel
The Importance of Brand esSense (Part 2): Is Tiger Beer a Player or a Rebel? TigerBeer by Thongpool Chantarak Da - Own work. Licensed under CC BY 2.5 via Wikimedia Commons. Around 2012, Tiger Beer launched a new campaign around ‘social drinking’ and ‘parties’ (see above) with a couple of executions which focused on the social side of drinking (a very common theme in beer advertising). TVCs included the “Tiger Beer Singapore Neighbour”. Click to see in YouTube) and “Tiger Beer The Heist”. Finally, a few w...
tapestryworks.asia
esSense - sensory branding
http://www.tapestryworks.asia/essense
The world is revealed to us through our five senses. They profoundly influence how we evaluate every brand, service and product. EsSense is TapestryWorks’ patented methodology for building stronger brand identities by creating consistent customer engagement across all relevant touchpoints. The goal is to unify, simplify, amplify. 8220;Brand esSense” was published by Kogan Page in 2013. Check for more details and a sample chapter here. Designed by Flash Creative Ltd.
tapestryworks.asia
TapestryWorks workshops
http://www.tapestryworks.asia/workshops
Real business advantage comes through activating genuine insights. As every research buyer knows, collecting data is only half the story. Engaging decision makers with the results to ensure that research leads to action is what counts. TapestryWorks creates meaningful change by ensuring key insights are always activated throughout your business. Our structured workshops include:. For writing transformational brand stories. For designing innovative products and services. Designed by Flash Creative Ltd.
SOCIAL ENGAGEMENT