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Productivity: A Semantic Breakdown

Keir Moreano
Keir Moreano

This document discusses defining and mapping productivity statements for HP. It begins by boiling down statements about productivity to single words like "exceptional" and "rest". It then provides an example of smartphone market mapping by age and examines competitors' messaging. The document explores possible whitespace opportunities for HP in messaging around productivity, defining concepts like "technology for the higher good" and "the workplace energizing". It recommends the statement "Productivity is unlocking abilities you never knew you had" and discusses how this articulates an opportunity space for HP in a universal, optimistically inspiring way connected to product benefits and on brand.

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DEFINING PRODUCTIVITY 6.27.11 Goodby, Silverstein & Partners HP P
1. Defining and mapping productivity statements. 2. Boiling down statements to single words. 3. Smartphone market mapping example. 4. Looking at whitespace opportunities in productivity messaging. Goodby, Silverstein & Partners HP P Table Of Contents
DEFINING AND MAPPING PRODUCTIVITY STATEMENTS Goodby, Silverstein & Partners HP P
Increased Speed Increased QualityProductivity Increased Skill Increased Time Productivity can mean a lot of things. Goodby, Silverstein & Partners HP P
Increased Speed Increased QualityProductivity Increased Skill Increased Time What are the least consumer-friendly benefits? Mechanical, people dont want to be judged as machines. Overclaimed in category. People dont always learn skills because they want to. Reminds people of drudgery of work. Goodby, Silverstein & Partners HP P
Increased QualityProductivity Increased Time The highest standard unto which personal performance is judged. Is a reward in itself for a job well done. The most valuable commodity to a person. Is the most human aspect of productivity. What are the most consumer-friendly benefits? Goodby, Silverstein & Partners HP P Increased Speed Increased Skill
Better productivity gives me the ability to rest when I choose. Better productivity means I will outcompete my rivals. Better productivity means I will have more time to play. Better productivity means I will be elite and ahead of the curve. Better productivity means I have time to be proactive. Better productivity means I will be better at what I do. Better productivity means I will inspire others to be better too. Better productivity means I will form a tighter bond with my work team. Better productivity means I will win. Better productivity means I will serve the needs of others I love. Brainstorm: Increased Time & Increased Quality Goodby, Silverstein & Partners HP P GENERATING BENEFIT STATMENTS
Personal Life Professional Life Rational Emotional DEFINING AXISES
Personal Life Professional Life Rational Emotional Better productivity means I will serve the needs of others I love. Better productivity means I will be better at what I do. Better productivity gives me the ability to rest when I choose. Better productivity means I will outcompete my rivals. Better productivity means I will form a tighter bond with my work team. Better productivity means I will win. Better productivity means I will have more time to play. Better productivity means I will be elite and ahead of the curve. MAPPING STATEMENTS Better productivity means I will inspire others to be better too. Better productivity means I will have time to be proactive.
BOILING DOWN STATEMENTS Goodby, Silverstein & Partners HP P
Better productivity means I will be better at what I do. Better productivity means I will inspire others to be better too. Better productivity means I will form a tighter bond with my work team. Better productivity means I will win. Better productivity means I will serve the needs of others I love. Better productivity gives me the ability to rest when I choose. Better productivity means I will outcompete my rivals. Better productivity means I will have more time to play. Better productivity means I will be elite and ahead of the curve. Better productivity means I have time to be proactive. Exceptional Rest Inspiring Victory Play Comradery Unstoppable Competitive Duty Proactive Goodby, Silverstein & Partners HP P BOILING STATEMENTS TO A SINGLE WORD
Proactive Comradery Victory Unstoppable Personal Life Professional Life Rational Emotional Play Competitive Exceptional Rest Duty RENAMING STATEMENTS Inspiring
SMARTPHONE MARKET MAPPING EXAMPLE Goodby, Silverstein & Partners HP P
55+ 20% 14% 13% 10% 1% 18-24 31% 25% 21% 3% 3% 25-34 29% 28% 16% 6% 6% 35-44 32% 18% 14% 13% 5% 45-55 32% 19% 9% 7% 5% BRAND PREFERENCE BY AGE REVEALS BIG TRENDS Who owns what phone? Source: Mintel Report Mobile Phones February 2011 Smartphone Lifestage Facts Consumers with two or more children in the household are twice as likely to own a BlackBerry than an iPhone, Blackberry leads in 35+ Android is not only the most used smartphone platform in 18-24, but also the most aspired-to phone in 18-24 Apple leads in households making more than $150k across all segments, suggesting premium positioning Over 50% of 25-34 own a smartphone with Apples iPhone being the most desired device. Goodby, Silverstein & Partners HP P
EXAMINING COMPETITORS MESSAGING AGAINST TARGET There has been an evolution.Technology should disappear.Act on inspiration. Love your style. Goodby, Silverstein & Partners HP P
Victory UnstoppablePlayExceptionalRest Duty Competitive MAPPING LIFE STAGE TO OUR PRODUCTIVITY AXISES Goodby, Silverstein & Partners HP P More Youthful/EmotionalMore Mature/Rational
Goodby, Silverstein & Partners HP P Comradery Victory Unstoppable Personal Life Professional Life Rational Emotional Play Competitive Duty Exceptional Rest MORE MATURE MORE YOUTHFUL LIFE STAGE Proactive Inspiring
Comradery Victory Unstoppable Personal Life Professional Life Rational Emotional Play Competitive Duty Exceptional Rest COMPETITORS HTC, GOOGLE NEXUS ANDROIDAPPLE BLACKBERRY Proactive Inspiring Goodby, Silverstein & Partners HP P MORE MATURE MORE YOUTHFUL
POSSIBLE WHITE SPACES FOR HP Goodby, Silverstein & Partners HP P
Comradery Victory Unstoppable Play Competitive Duty Exceptional Rest HTC, GOOGLE NEXUS ANDROIDAPPLE BLACKBERRY Inspiring Proactive Inspiring Goodby, Silverstein & Partners HP P WHITE SPACES? MORE MATURE MORE YOUTHFUL Personal Life Professional Life Rational Emotional BLACKBERRY
Proactive Comradery Victory Unstoppable Personal Life Professional Life Rational Emotional Play Competitive Duty Exceptional Rest The Workplace Energizing Personal Discovery Technology For The Higher Good Professional-grade Experience Inspiring Inspiring Goodby, Silverstein & Partners HP P DEFINING WHITE SPACES
WHITE SPACE PRODUCTIVITY STATEMENTS Technology For The Higher Good Productivity is unlocking abilities you never knew you had. The Workplace Energizing Personal Discovery Professional-grade Experience Goodby, Silverstein & Partners HP P Better productivity means I will serve the needs of others I love. Productivity is premium.
Technology For The Higher Good RECOMMENDATION Productivity is unlocking abilities you never knew you had. Productivity is premium. The Workplace Energizing Personal Discovery Professional-grade Experience Goodby, Silverstein & Partners HP P Better productivity means I will serve the needs of others I love.
Inspiring Comradery Victory Unstoppable Play Competitive Duty Exceptional Rest PRODUCTIVITY HTC, GOOGLE NEXUS ANDROIDAPPLE HP ? Proactive Goodby, Silverstein & Partners HP PPersonal Life Professional Life Rational Emotional BLACKBERRY MORE MATURE MORE YOUTHFUL
HP Productivity is unlocking abilities you never knew you had. WHY? ARTICULATING THE OPPORTUNITY SPACE Universal Optimistic message appeals to youthful spirit and older professionals alike. Creatively inspiring How could HP and webOS reinvent the workplace? Could we expand the notion of works like nothing else? Connected To Product Benefit webOS is designed to work way you think, unlocking a new way of working. On Brand Will not alienate our enterprise business core with over-the-top emotional marketing. The Workplace Energizing Personal Discovery Goodby, Silverstein & Partners HP P
THANKS Goodby, Silverstein & Partners HP P

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Productivity: A Semantic Breakdown

  • 2. 1. Defining and mapping productivity statements. 2. Boiling down statements to single words. 3. Smartphone market mapping example. 4. Looking at whitespace opportunities in productivity messaging. Goodby, Silverstein & Partners HP P Table Of Contents
  • 3. DEFINING AND MAPPING PRODUCTIVITY STATEMENTS Goodby, Silverstein & Partners HP P
  • 4. Increased Speed Increased QualityProductivity Increased Skill Increased Time Productivity can mean a lot of things. Goodby, Silverstein & Partners HP P
  • 5. Increased Speed Increased QualityProductivity Increased Skill Increased Time What are the least consumer-friendly benefits? Mechanical, people dont want to be judged as machines. Overclaimed in category. People dont always learn skills because they want to. Reminds people of drudgery of work. Goodby, Silverstein & Partners HP P
  • 6. Increased QualityProductivity Increased Time The highest standard unto which personal performance is judged. Is a reward in itself for a job well done. The most valuable commodity to a person. Is the most human aspect of productivity. What are the most consumer-friendly benefits? Goodby, Silverstein & Partners HP P Increased Speed Increased Skill
  • 7. Better productivity gives me the ability to rest when I choose. Better productivity means I will outcompete my rivals. Better productivity means I will have more time to play. Better productivity means I will be elite and ahead of the curve. Better productivity means I have time to be proactive. Better productivity means I will be better at what I do. Better productivity means I will inspire others to be better too. Better productivity means I will form a tighter bond with my work team. Better productivity means I will win. Better productivity means I will serve the needs of others I love. Brainstorm: Increased Time & Increased Quality Goodby, Silverstein & Partners HP P GENERATING BENEFIT STATMENTS
  • 8. Personal Life Professional Life Rational Emotional DEFINING AXISES
  • 9. Personal Life Professional Life Rational Emotional Better productivity means I will serve the needs of others I love. Better productivity means I will be better at what I do. Better productivity gives me the ability to rest when I choose. Better productivity means I will outcompete my rivals. Better productivity means I will form a tighter bond with my work team. Better productivity means I will win. Better productivity means I will have more time to play. Better productivity means I will be elite and ahead of the curve. MAPPING STATEMENTS Better productivity means I will inspire others to be better too. Better productivity means I will have time to be proactive.
  • 10. BOILING DOWN STATEMENTS Goodby, Silverstein & Partners HP P
  • 11. Better productivity means I will be better at what I do. Better productivity means I will inspire others to be better too. Better productivity means I will form a tighter bond with my work team. Better productivity means I will win. Better productivity means I will serve the needs of others I love. Better productivity gives me the ability to rest when I choose. Better productivity means I will outcompete my rivals. Better productivity means I will have more time to play. Better productivity means I will be elite and ahead of the curve. Better productivity means I have time to be proactive. Exceptional Rest Inspiring Victory Play Comradery Unstoppable Competitive Duty Proactive Goodby, Silverstein & Partners HP P BOILING STATEMENTS TO A SINGLE WORD
  • 12. Proactive Comradery Victory Unstoppable Personal Life Professional Life Rational Emotional Play Competitive Exceptional Rest Duty RENAMING STATEMENTS Inspiring
  • 13. SMARTPHONE MARKET MAPPING EXAMPLE Goodby, Silverstein & Partners HP P
  • 14. 55+ 20% 14% 13% 10% 1% 18-24 31% 25% 21% 3% 3% 25-34 29% 28% 16% 6% 6% 35-44 32% 18% 14% 13% 5% 45-55 32% 19% 9% 7% 5% BRAND PREFERENCE BY AGE REVEALS BIG TRENDS Who owns what phone? Source: Mintel Report Mobile Phones February 2011 Smartphone Lifestage Facts Consumers with two or more children in the household are twice as likely to own a BlackBerry than an iPhone, Blackberry leads in 35+ Android is not only the most used smartphone platform in 18-24, but also the most aspired-to phone in 18-24 Apple leads in households making more than $150k across all segments, suggesting premium positioning Over 50% of 25-34 own a smartphone with Apples iPhone being the most desired device. Goodby, Silverstein & Partners HP P
  • 15. EXAMINING COMPETITORS MESSAGING AGAINST TARGET There has been an evolution.Technology should disappear.Act on inspiration. Love your style. Goodby, Silverstein & Partners HP P
  • 16. Victory UnstoppablePlayExceptionalRest Duty Competitive MAPPING LIFE STAGE TO OUR PRODUCTIVITY AXISES Goodby, Silverstein & Partners HP P More Youthful/EmotionalMore Mature/Rational
  • 17. Goodby, Silverstein & Partners HP P Comradery Victory Unstoppable Personal Life Professional Life Rational Emotional Play Competitive Duty Exceptional Rest MORE MATURE MORE YOUTHFUL LIFE STAGE Proactive Inspiring
  • 18. Comradery Victory Unstoppable Personal Life Professional Life Rational Emotional Play Competitive Duty Exceptional Rest COMPETITORS HTC, GOOGLE NEXUS ANDROIDAPPLE BLACKBERRY Proactive Inspiring Goodby, Silverstein & Partners HP P MORE MATURE MORE YOUTHFUL
  • 19. POSSIBLE WHITE SPACES FOR HP Goodby, Silverstein & Partners HP P
  • 20. Comradery Victory Unstoppable Play Competitive Duty Exceptional Rest HTC, GOOGLE NEXUS ANDROIDAPPLE BLACKBERRY Inspiring Proactive Inspiring Goodby, Silverstein & Partners HP P WHITE SPACES? MORE MATURE MORE YOUTHFUL Personal Life Professional Life Rational Emotional BLACKBERRY
  • 21. Proactive Comradery Victory Unstoppable Personal Life Professional Life Rational Emotional Play Competitive Duty Exceptional Rest The Workplace Energizing Personal Discovery Technology For The Higher Good Professional-grade Experience Inspiring Inspiring Goodby, Silverstein & Partners HP P DEFINING WHITE SPACES
  • 22. WHITE SPACE PRODUCTIVITY STATEMENTS Technology For The Higher Good Productivity is unlocking abilities you never knew you had. The Workplace Energizing Personal Discovery Professional-grade Experience Goodby, Silverstein & Partners HP P Better productivity means I will serve the needs of others I love. Productivity is premium.
  • 23. Technology For The Higher Good RECOMMENDATION Productivity is unlocking abilities you never knew you had. Productivity is premium. The Workplace Energizing Personal Discovery Professional-grade Experience Goodby, Silverstein & Partners HP P Better productivity means I will serve the needs of others I love.
  • 24. Inspiring Comradery Victory Unstoppable Play Competitive Duty Exceptional Rest PRODUCTIVITY HTC, GOOGLE NEXUS ANDROIDAPPLE HP ? Proactive Goodby, Silverstein & Partners HP PPersonal Life Professional Life Rational Emotional BLACKBERRY MORE MATURE MORE YOUTHFUL
  • 25. HP Productivity is unlocking abilities you never knew you had. WHY? ARTICULATING THE OPPORTUNITY SPACE Universal Optimistic message appeals to youthful spirit and older professionals alike. Creatively inspiring How could HP and webOS reinvent the workplace? Could we expand the notion of works like nothing else? Connected To Product Benefit webOS is designed to work way you think, unlocking a new way of working. On Brand Will not alienate our enterprise business core with over-the-top emotional marketing. The Workplace Energizing Personal Discovery Goodby, Silverstein & Partners HP P