- Advant’s data-driven consulting model for corporate and personal brand management
- Two-step approach with a unique combination of implicit and explicit research
- Allows a holistic usage within the marketing mix
Motives are the secret drivers of human behavior, decisions and experience. Thus the majority of all human decisions are intuitively made, based on emotional motive systems rather than on rational processes. However, only few companies exploit this potential for their brand and corporate communication – not least because of imprecise models. To raise this potential, the Advant Group has developed a data-driven model for emotional brand management and positioning: the „L.E.A.D. Profiler®“ (Landscape of Emotional Archetypes and Dimensions). The model allows the analysis and localization of corporate and personal brands in an emotional perceptual space - based on the four central motive dimensions (security, autonomy, cohesion, excitement) – and provides, thanks to a 3d visualization, a 360 degree view on the respective brand’s emotional value profile.
In Contrast to other existing models, Advant’s L.E.A.D. Profiler® is based on a two-stage approach of analyzing and positioning that takes into account implicit and explicit research. In the first step an implicit stimulus-response measurement is carried out by a market research, evaluating different motives with regard to their general brand fitting. In the second step, a classic explicit evaluation, every respondent assigns scale values to implicitly relevant attributes. Thanks to this intelligent combination of implicit and explicit examination within one model, the L.E.A.D.-Profiler® allows a holistic brand management approach along the whole value chain in marketing.
Furthermore, Advant has developed six emotional target group typologies based on the motive dimensions that are also located on the emotional layout plan of the L.E.A.D.-Profiler®. The Advant archetypes do not only have specific characteristics but are also connected with comprehensive data of media consumption habits.
Hendrik Fischer, CEO of the Advant Group explains: ”Brands that address their target group emotionally and appeal to the human motive dimensions are more successful in the long term than their competitors for two reasons: They attract significantly more attention and, due to the individual addressing of the motives, they also reach a higher relevance for the target group.”