1. SERVICE EXPERIENCE CAMP 2018: DANIELA HENSEL
The Emotion
Map
How Brand Positioning and
Service Experience can be
combined with the help of
the Limbic Map®
2. SERVICE EXPERIENCE CAMP 2018: DANIELA HENSEL
The Emotion
Map
How Brand Positioning and
Service Experience can be
combined with the help of
the Limbic Map®
Mail
hensel@whydobirds.de
Facebook
understanding branding
Book
Understanding Branding:
Strategie- und Designprozesse verstehen und anwenden
3. why do birds | Daniela HenselThe Emotion Map
The Challenge
As user experience designers we have to find
the sweet spot between the user’s needs and the
business goals, and furthermore ensure that
the design is on brand.
Whitney Hess, Mashable
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The Challenge
costumer
needs
business
needs
brand
design
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The Challenge: Feel the service!
costumer
needs
business
needs
brand
design
emotional
attitude
+
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Why is service experience with an
certain emotional brand attitude so
important for Brands?
• Distinctiveness
• Identity-forming
• Recognisability
>>>> stronger customer loyalty!
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Social Media Services: Who said this?
Company A Company B Company C
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Social Media Services: Who said this?
Deutsche Bahn Zalando Lufthansa
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The Limbic Map®
The Limbic Map by Hans-Georg Häusel uses the findings of brain research for
marketing purposes. It is based on the assumption that people make decisions
primarily for emotional and mostly unconscious reasons.
The marketing experts around Häusel wanted to develop an understandable
and well-founded motive system for marketing and sales. What brain
researchers call emotions and psychologists call motives, they have packed into
a model, which is supposed to make visible why customers
• buy a product,
• prefer certain brands or
• to special forms of advertising
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Does the brand help me to
learn something new, to go
beyond what has been
known so far?
Break with conventions!
Have fun and live life!
Does the brand help me,
better to become and to
oppose me to enforce
others?
Be ambitious and
purposeful!
You decide – be your own
boss!
Does the brand help me to
feel safer and more secure?
Seek the community!
Strive for stability!
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Conquer new borders!
Who does not dare, does
not win!
Be relaxed, take your time!
Let yourself be inspired
Follow the rules
Do your duty
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Limbic Map® by Hans-Georg Häusel
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Example of pilsner varieties according to Scheier/Held
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Beck‘s
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Beck‘s
Limbic Map® by Hans-Georg Häusel
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Krombacher
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Krombacher
Limbic Map® by Hans-Georg Häusel
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Jever
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Jever
Limbic Map® by Hans-Georg Häusel
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Overview
Beck‘s
Krombacher
Jever
Limbic Map® by Hans-Georg Häusel
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Prioritization of
the Brand Values
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Hornbach
Limbic Map® by Hans-Georg Häusel
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Deutsche
Bahn
Limbic Map® by Hans-Georg Häusel
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Hornbach
Limbic Map® by Hans-Georg Häusel
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Hyundai
Limbic Map® by Hans-Georg Häusel
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Hornbach
Limbic Map® by Hans-Georg Häusel
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Hornbach
Limbic Map® by Hans-Georg Häusel
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Limbic Map® by Hans-Georg Häusel
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Let’s transfer the
Limic Map® to
Service Experience!
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Tonality in Social Media Services
openness
reliability
warmth
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Here we go – quick and dirty!
How can the Limbic Map be used for a service experience?
Step one (5 min)
In teams of 3 – 4 please agree on a generally known brand,
e.g. from the aviation industry and ...
Step two (5 min)
Mark the emotion space of your selected brand in the Limbic Map
Step three (15 min)
Concentrate again on an area that is of interest to you, in order to
a) be inspired for a new service
b) or to improve an existing service
Step four (10 min)
Short presentation of your results (2 – 3 min)