Search for ConflictsBack
For revealing insights
Search for conflicts that people experience, which are relevant or somehow connected to the product/ service, the brand idea or its values or purpose.
When people experience conflicts, they experience tension and discomfort, and they search for something or someone that can help them or, at least, be empathic and understanding.
Therefore, identifying conflicts can lead to the creation of new brand perspectives, which are more relevant and meaningful for people.
Two kinds of conflicts
When two or more aspects of a person’s inner world oppose each other.
For example, their values vs. their desires. A person may hold dear the value of loyalty towards their partner, yet experience strong desire towards a third person, which results in an inner conflict.
Conflicts between a person’s inner world and others.
For example- my needs vs. my family’s needs. A father may find himself torn between his need for rest and his children’s need for play with them.
Territories of conflicts:
People may experience conflicts between different values or beliefs they hold, e.g. the value of freedom of speech vs. the value of protection against racism; or between values and need, e.g. a conflict between the value of healthy food for my kids vs. the need to be loved by them.
Where to search for conflicts?
Search for conflicts that are relevant or connected somehow to the product, service, or the brand content world.
The brand content world can be anything connected to the brand idea, brand values or the brand purpose.
Step by step
Bring to mind the product/ service or the brand world: brand idea/s, values and purpose.
In this context, try to identify any conflicting views, beliefs, values, desires, emotions, needs or behaviors that people may have in relation to these.
Search for “Internal Conflicts”, where two or more aspects in the inner world of a person oppose each other, or “External Conflicts” where aspects in the world of a person and aspects in the world of others oppose each other.
Examine if any of these conflicts, seen as a potential insight, allow you to articulate a new brand perspective. Do they inspire an interesting new brand statement?
Evaluate whether this new brand perspective or statement is relevant, meaningful and engaging for people. If so, include it in your communications brief, or base your brief on it.
Repeat steps 2-5, each time focusing on a different phase:
- The consideration and decision phase: whether to use/ have / buy the product/service.
- The selection and shopping phase.
- The consumption/ usage phase.
Search for negative or disturbing emotions
In many cases, the tip of the "iceberg" of a conflict may be an emotional turmoil, which is easy to spot. Look for conflicts that result in frustration, discomfort, tension, hesitation, regret, guilt or shame.
Search for barriers
Barriers at the consideration phase of the product/service, the shopping phase, the purchase, consumption, use or repeat purchase are often a sign of some conflict. Try to identify conflicts-barriers in any of these stages.
Don't get stuck at searching only for barriers (as many marketers too often do). Look for conflicts which are somehow connected to the brand world or brand idea, brand purpose ( as described in step 1).
Young people experience an internal conflict between the wish to stay in the city and the value of being a good son and visiting their parents.By McCann Melbourne, Australia.
Internal conflict: revealing one’s creativity vs. lack of self belief. By TBWA Media Arts Lab
Internal conflict: respecting tradition vs. following your desire.By Dentsu East, Tokyo.
External conflicts between fathers and sons in family run small business.By Publicis and OMD Italy.
External conflict: parents, kids, sex and condoms.By Marcel Paris & Sidney
Women want to feel beautiful yet they are prone to strong self-criticism.
By Ogilvy Sao Paulo, Brazil.
External conflict: women consider meat pies an unhealthy meal choice, whereas men love them.
By Clemenger BBDO, Australia.
Internal conflict: want to run (feel good/ look good) vs. laziness
Internal conflict: wish to exercise vs. fear of being judged by others.
By FCB Inferno, London.
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