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Executive Summary
Brand equity is the value of the relationship between a consumer and a brand. Consumers' orientations toward a brand are based on what they think of a brand and what they believe the brand (or company) thinks of them. This research seeks an understanding of how consumers orient themselves to a brand. It asks the question, "What are the dimensions of such a relationship?" The example used is the Nestle Crunch Bar. People's orientations toward a brand define their relationship with it. These orientations occur as constructs, i.e. basic ideas, emotions and feelings, attitudes, intentions, and actions with respect to the brand. Almost invariably, there are multiple constructs characterizing a relationship. They generally complement one another, to the point of forming a mental model, also called a consensus map. Therefore, an important first step in understanding how people value their relationships with a brand is to surface their mental models, i.e., their set of inter-related constructs which describe their orientation to the brand. Understanding what the constructs are and how they influence each other provides an important platform of insights for developing marketing mix strategies. Extensive research in the biological and social sciencesand in the humanities indicates that analogies, and particularly metaphors, are central to the creation of thought, and to the expression or representation of thought. Accordingly, by understanding consumer metaphors it is possible to understand what consumers are thinking and how that thinking might be shaped. A special research technique, the Zaltman Metaphor Elicitation Technique (ZMET), has been developed based on this important premise. The technique was used here with 10 people who buy and eat a Nestle Crunch Bar at least once every 6 weeks. The application of ZMET produced 18.constructs describing how people orient themselves to the Nestle Crunch Bar. The 18 constructs are dimensions of the relationships people have with Nestle Crunch Bar. The more fully the brand satisfies these constructs, the more valued the relationship with the brand and the greater the equity in the brand. The 18 constructs represent, on average, 85% of the constructs elicited from anyone consumer. This represents a high degree of consensus among these consumers. A subset. of these constructs are highlighted by the research team as being particularly important. This subset (defined elsewhere in the report) consists of: product attributes, taste, evoked memories, indulgence, enjoyment, escape, and emotional comfort. For example, the bundle of product attributes in the candy bar createsa sense of indulgence which creates a sense of escape and enjoyment. These constructs, in turn, provide emotional comfort. The more effective the brand is in creating this sequence of experiences, the more valued it is by consumers. The constructs are elicited from participants on the basis of the metaphors they provide. Additionally, the research team identified a set of metaphors which seem to capture certain themes cutting across constructs and the various individual metaphors brought by participants. These are referred to as deep metaphors. They include: time, motion, vehicle, nature, and container (a state). The 18 constructs and 5 deep metaphors are the template or mental model through which an experience with Nestle Crunch Bar is evaluated. They are the orienting lens used to value the relationship with the brand. This means, for instance, that all communications should be evaluated in terms of the cues they provide about theseconstructs and deep metaphors.

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Exhibit 1

Letter of Instruction to Participants

Dear
I am pleased that you will be participating in our market research study. I think you will have fun with this project. As I mentioned on the telephone, we are interested in understanding your thoughts and feelings, both positive and negative, about Nestle's Crunch candy bars. For your interview, you will need to bring at least twelve pictur~s that illustrate your thoughts and feelings, both positive and negative, about Nestle's Crunch candy bars. Some examples from past projects of pictures used to illustrate thoughts or feelings have included: an egg to represent the desirability of smooth, sleek lines in an automobile design, a cookie cutter to express the aspect of conformity in having to wear hosiery in an office setting, and skin divers exploring as an example of the wonder and excitement of teaching grade school children. Your pictures may come from any source such as magazines, newspapers, family albums, or photos you take specifically for this assignment. These pictures need not have meaning to anyone but you, and we encourage you to use your imagination in choosing images that express your own thoughts and feelings about Nestle's Crunch candy bars. Since we are interested in your personal perspective, please try not to discuss this project with anyone until after your interview. You will be paid $80 for your participation. As we discussed, if you would like to take photos and have no camera available, we can provide a single use camera for this purpose. It is essential that you bring developed photographs to your interview. We will reimburse you for any film and/ or development expenses. Please bring receipts with you at the time of your interview. I will call you within a few days to answer any questions you might have and to schedule our interview. I can be reached at [phone number]. If I am not in, please leave your name, phone number, and indicate that you are calling regarding the Nestle's Crunch bar study. I will return your call promptly.

I am lookingforward to meetingyou. Sincerely,

After. being recruited, participants received a letter of instruction (see Exhibit 1) asking them to locate and bring to the interview at least 12 pictures expressing their thoughts and feelings about Nestle's Crunch Bar. Most people brought in more than that number.. A follow up phone call establishes the specific appointment date and time and addresses any questions participants might

have.
One-on-one interviews were conducted with most interviews rwmirig about 2 hours. Additionally, most participants reported spending about 4 hours thinking about their assignment and collecting images for their interview. All interviewing was done at the Mind of the Market Laboratory at the Harvard Business School. The 10 participants .were employed men and women between the ages of 31 and 55. The average age was 41; average income was $35,000; and most had post-secondary education. .

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Data Analysis'
Each interview is transcribed and the data analyzed. Construct pairs and the causal reasoning connecting them are noted. The research team spends considerable time reviewing constructs and developing meaningful categories. In this project any construct mentioned by at least five individuals was considered potentially important. A construct that is causally integrated into a' system of constructs is likely to be more important than one which is isolated. Thus, constructs were considered particularly important if they were directly related to other constructs via a reasoning process described by at least three participants. An initial set of 27 consh"uctswas identified based on their being mentioned by 3 or mo~ people. This list was reduced to 18 cons~cts'mentioned by 5 or more people and connected to the same construct by at least 3 respondents. For instance, at least 5 people had to mention "indulgence" and at least 3 people had to directly associate indulgence with "enjoyment." There are also invisible connections among constructs that add to the connectedness among them. For instance, indulgence is related to other constructs in Figure A but in no single instartce by more than 2 people, The same is true for most constructs in Figure A. The visual absence of these connections tends to understate the full extent of direct and indirect associations among these constructs. Figure A is called a consensus map because it representsmost of the thinking of most people most of the time. On average, the constructs in Figure A capture 85% of the constructs mentioned by participant. Figure B presents another way of understanding the degree to which people in individual interviews converged in their thinking. After all coding is done, participant files are selected at random and the number of new constructs each file adds, i.e., those not found in previous files, is noted. Two curves are shown in Figure B. One is for the initial set of 27 constructs and the other for the final set of 18. With respect to the full set, the first rand.omly selected file contributed 19 cons~cts while the second and third contributed an additional 3 constructs each. After 5 files, no new constructs were added. The set of 18 constructs in Figure A was elicited after the 4th randomly selected file. This process was repeated several times with no basic change in results: the plateau of no new constructs occurs with between 3 and 6 files drawn at random. '

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Giving/Receiving .sharing. romance. someone caresaboutyou. expression of love. enchantment. close relationships. mysterious. romantic ingredients Image of the Company .Swiss. Pesticidecontaminants. affectingthe environment. infant formula use Image of the Product

.All American. not sophisticated. naive. innocent. lessgrownup .child's product. adult'sproduct. growoutof it .for all walks. less sophisticated. middle-classed .simple. basic. freedom.classy
.gift .treat. vice. crave. attention getting. want to eat more. irresistible. guilt. conscience. eattoo many .sweet tooth. restrict self
Indulgence .

.smoothness. crunchy. richness. creamy. sweetness.sugary. chocolate. milk chocolate. wann .naturalingredients
Taste

Product Attributes

.good.

delicious. not overwhelming. appealing

Unique Product .stays with you. different

Constructs are basic or core ideas that capture the common elements of particular thoughts and feelings. Each construct may have different shades of meaning often missed by verbal definitions alone. Each construct may have positive and negative associations for different people and sometimes for a given person. For this reason, constructs are to be thought of as bi-polar even if they are not labeled to express this quality. Anticipation This refers to the enticing quality of looking forward to the experience of eating a Nestle Crunch Bar. It involves the experience of hoping to have one and even daydreaming about it. The prospect of having an intimate relationship with a Nestle Crunch Bar is captured by this construct. For example, one participant, when asked what question was being asked about Nestle Crunch Bar by their picture of a pair of lips responded: The question would be, 'how pleasing are you going to be?" because this evokes the smell of chocolate, the texture in your mouth and 'are you going to be pleasurable?" Availability This refers to the ease with which the product can be obtained and eaten. It also entails the idea that the product is something one is not always allowed to have or should not be allowed to have. Hence the notion of a relationship with Nestle Crunch Bar being readily available or entered into also has raised the opposite notion of not doing so.

Consumer loyalty

A feelingof commitment to the product much as one is committed to family,

friends, petsand country.

12

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expressa relationship with someone else. It involves such dimensionsas sharing, romance, someone caring about you, expressionsof love, enchantment,closeness, and mysteriousness(of another person). This stressesthe instrum~ta1 role of Nestle Crunch Bars in interpersonalrelationships. Thus the relationship a person has with the candy.bar is ~t of a tool, a way of expressingor receiving affection and caring: Your mothergives you a chocolate bar and there'sthe association with love.. ..It's a simple thing, Chocolateas a gift from someone evokesa warm, simple emotion ...
Image of the product This construct is one of the most complex. Like physical taste and uniqueness, it emerges from the product attributes but represents a type of conceptual taste or summary judgment that is more artistic or stylistic in nature. Terms used to represent the image were: all American, not sophisticated, naive, innocent, less grown up, child's/adult's product, for all walks of life, middle class, simple, basic, free, and classy. Again, each of these qualities varies: it is naive versus innocent; it is for all walks of life versus middle class, and so on. The image of the product is connected with that of the company:

...I
in this respect.

feel in connection with the Nestle Company.

It has a splendid

reputation for the integrity of its products. I wouldn't worry about a Nestle product

However, a few participants recalled the infant formula developing countries.

controversy in

Indulgence This refers to the product's being viewed as a treat, a pleasurable and permissible vice, an irresistible candy, and a gift to one's self and particularly one's sweet tooth which apparently is the embodiment of indulgence. I feel Nestle Crunch is something that you do to treat yourself as an adult At the same time, the construct contains guilt, pangs of conscience,the need to restrict one's self and curb the tendency to eat too many. One of the vignettes described later in this report contains an especially vivid concern about this. Product attributes This is the bundle of salient features of the candy bar. For instance, some people referred to its smooth texture while others referred to the wrinkled quality introduced by the rice and yet others mentioned both qualities at different times. A central premise of semiotics is that every quality has embedded in it its opposite. Thus, when someone discusses smooth there is at least an implied offsetting opposite quality which can be imagined as a benchmark or referent point in arriving at the judgment of smooth. Satisfaction This captures both the physical feeling of sinking your teeth into it and the psychological feeling of completeness upon doing so. Taste Taste captures the summary judgment about the experience of product attributes. Descriptors of taste include good, delicious, appealing, and not overwhelming. It is what happens after the bodily intrusion of product attributes and is thus separated from product attributes. It is worth noting that, in general, people forgive or forget auditory, visual, and tactile affronts far more quickly than they do those to the taste and olfactory systems. Taste, it seems, has a long memory. Unique product This refers to the fact that it is perceived as different and special. This is an emergent quality that is different from, although connected to, product attributes. A salient aspect of uniqueness is that the product experience stays with you, much as a loyal companion or pet.
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Nestle Crunch Visual Dictionary

Crunch Visual dictionary Verbatim &. Pictures

1. Girl in Box
It's the playful, fun but childlike aspect to this. This has a sense of memory to it like a place I want to go back to. This is very safe, it's home, this definitely is in your front yard, your neighborhood. It's your front yard. It's a home experience. It's something familiar you grew up with.

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3. Woman

in Jeans

I think of it as American as apple pie. I grew up with Nestle and not only does it evoke memories of your childhood-it's American. You're eating chocolate it brings you to all these memories you have.

18

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5. Dreamlike Woman
It has a similarity to love. Your mother gives you a chocolate bar and there's the association with love. It's a simple thing, it's not like someone gave you a big huge diamond or a house or something. It evokes a simple emotion. Chocolate as a gift from someone evokes a warm, simple emotion that's easy on you, it's not an adrenaline rush-it's smooth and cool.

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7. Young Girls
It's a place that you go to, when you escape from the world that's around you now-any stressesyou have in your daily life. It's an area of your time, a memory that you have and can always go back to.

22

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NO Picture for NOT TASTE 9. Not Taste. Lima Beans

Lima beans, which are very nutritive and which you can almost get to enjoy after years of exposure,but it tasteskind of horrible when you're first exposed to them. Somefoods suggestduty, lima beanssuggestduty. You oughtto do it.

10. Monk
Unique, because it's two sides of the food world. There's the Buddhist Monk who eats rice as a staple and probably loves chocolate as a luxury. Even in tenJ\Sof east and west, white and black. Friendly dualities, dovetailing dualities.

24

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13. Forest The obvious is crunch-the sound of the forest in autumn, the multitude of leaves. Every square inch is different both on the ground and on a Nestle Crunch Bar. Flavor wise that's what one expects from it-one expects to walk into the light. Those are my expectations and that makes me feel it's a rewarding kind of food item.

26

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16. Dancers

You can stop time and these people are defying gravity. Take the middJe of the day-you're having your chocolate bar and no one can bother me right now.

NO PICIURE for Smell

17. Smell. Home, Mother

Home, the way home smells, you know. Like how your mother smells, things like that... It's a reassuring homecoming kind of experience.

28

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NO PICTURE

19. Emotion. Satisfaction

Satisfaction-you crave it, you eat it and you're satisfied,

NO PICTURE

20. Emotion.

Warm, Pleasurable, Rejuvenated

Warm, pleasurable, simple...a rejuvenatingemotion.

30

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Soft blanket with a fringe that tickles, cause chocolate is a comforting kind of flavor or experience. But the crunches in the Nestle's Crunch Bar are kind of like a little extra that can be annoymg [the fringe that tickles] but it's not bad, you can put up with it. The polar opposite of emotional comfort is provided by yet another person who described what is not the touch as: Like putting on a wet bathing suit, ...Like you shivers, it is not appealing. clammy and cold and it just give

Synesthesia is the phenomenon that occurs when an image related to one sense may entail or evoke images involving other senses. For instance, a certain sound may evoke a visual image or a certain taste may evoke a particular sense of touch. It is important to understand whether or not particular sensory stimuli evoke other senses and, if so, whether this has a positive or negative association. For instance, the color purple, the notion of off-white lace, and certain shades of blue are associated in this study with the tactile sensation of soft and in some instances warm. (Tactility actually involves a number of dimensions such as texture, pressure, temperature, etc.) These colors evoke positive feelings with respect to Nestle Crunch Bar. On the other hand, black and gray evoke experiences that contradict the experience of Nestle Crunch Bar. Care might be taken when using black and gray prominently in visual stimuli; it might be advisable to avoid them altogether. Azure blue, cream, off-white, or even brown might reinforce a message of softness and warmth if the construct of emotional comfort is to be stressed. On the other hand, if energetic/lethargic were to be stressed, the colors red, gold, or icy-blue would be reinforcing. A sample set of responsesis provided below.

Color
Purple, it's a warm color, and a soft color. Soft makes me feel good and so does candy. Blue. Smooth, soft you know like calm like you know how the water and the ocean and the sea and stuff, how blue it is. That soft feeling, that soft texture. When you think of blue, you think of something that's calming you. Soft or suede, brown suede, but sort of a soft, smooth-I guess I chose suede becauseit's also a fabric that is warm and has these elements as well, not fur, couldn't be fur, but brown suede. ...The texture of the chocolate and the way it tastes. The texture of the material. Suede has the color and the texture. Red and blue.blue is cool, red is warm and lively and they are the colors on the wrapper. ...Identity and the kind of almost a long time relationship to the product.

Azure like a sky blue because it's pleasant..

It's a break-Cream color.. soft, quiet

It tastes good.

Gold-exciting, notice it, Red-bold, invigorating, full-of-life.

Similar to lace. I never really liked bright white lace, I like off-white antique lace on you. It looks pleasing to the eye and it always makes you feel warmer, there's a softer color to it. Creamy.
32

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It reminds me of malt balls-it's

old-fashioned.

Coffee. Grabsyour attention,extra surpriseyou're going to receive. Not Smell

Vinegar. ..It's sharp and pungent and irritating, intrusive, not chosen. Diesel Fuel, the smell of the dump, pungent, sour, subway smell. They're very uncomfortable smells, unappealing, and you just can't wait to get away from

them.
The smell of baking bread would be more like my feelings about Nestle's Crunch than the smell of a roast beef in the oven or a turkey roasting or something like that. ...I just associate when you come right down to it one of the pleasant nonessentials of life and this stuff the opposite. Those smells are more pedestrian and expected in life as part of our diet. Pizza ...Because it's something that at first thought one might associate with things like Nestle's Crunch, because of the fact that eating pizza isn't usually regarded as a meal. It's regarded as a temporary pleasure. And it's very enticing, the smell of pizza, for a lot of people. It's like the smell of popcorn. But the reason that I would not associate it with a Nestle's Crunch is that I would feel that if I had a pizza, I would feel that I had had a meal. But if I had had one or more Nestle's Crunch I wouldn't feel that I'd had a meal. And that's why they would not be associated. They'd both be on the pleasurable side, they'd both be positive. It wouldn't be that it's a negative smell and therefore rules out candy. ...

Sound
Sounds of movement, especially of water, appear in assoc~ation with Nestle Crunch Bar. Auditory associations of movement (even the movement of chewing) have a smooth, soothing quality. Movement in the outdoors is prominent.

Waterfall, it's soothing.

Quiet. Because that's how chocolate makes you feel. A nice smooth sound almost like taking a nice smooth ride in a car or something. There's a sound I once heard, when I was at Yellowstone National Park, of the mud pots which is a bubbling goopy kind of thick muddy sound. It was made from ..volcanic ash mixed with water with hot bubbles coming up through it. You know, bloop, bloop, bloop-that kind of thing. That's something that I would associatevery strongly with it ...It's just chocolate has that kind of like-it's kind of fattening and thick and warm. ..You know and also there's a free association between chocolate and clay because I know that clay is sometimes used as an emulsifier in cheaper brands of chocolate. Do they have it in here? I don't think so. Yeah, no. That little crunchy sound when you bite it ...Which I think is what makes the Crunch Bar more attractive to me than like a Hershey milk chocolate without the almonds, just has the chocolate. It's almost an unmitigated, unrelenting kind of

34

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Not too tart but not too sweet, like a semi. You want it like a good blend iri

there. You would want something that would be iri between that won't overwhelm them.
Like baked bread. ..Bread has that crunchy texmre. It's baked, it's warm. It has a really nice penetrating enveloping kind of humid odor. ...The texture of the soft part of the bread, not the-In the same way that the crunches are peripheral to the chocolate, the crust is kind of peripheral to the body of the bread. It's literally on the edge of the soft inside. ..And I have a lot of good memories about baking bread and home life. And it smells good, and it's welcoming, you come home and it's

there.. . Bread and I like bread. We buy our bread generallyfrom the bakery rather than from the supermarket and I feel I can rely on it. ..
A cross between ginger ale and orange... becausewe had this drink when I was growing up in England called Luko's Aide and it was probably glucose and water. ..but it's color was a cross between ginger ale and orange and I think the whole purpose of Luko's Aide was to give you energy.

Clams are a different texture, it surprisesyou-you open it up-you little more than a chocolate bar.

get a

Not too sweet not too bitter -just right in the middle there are some things you can put on the tip of your tongue and enjoy better. Real mashed potatoes--it has some chunks in it. ..you put a little salt in it for taste and a little butter on it -it's just right-you can hold it in your mouth for a long time.

Not Taste
Lima beans, which are very nutritive and which you can almost get to enjoy after a year of exposure but it tastes kind of horrible when you're first exposed to them. Some foods suggestduty, lima beans suggestduty, you ought to do it. Mushrooms, they're usually considered a side dish to a main course. One doesn't usually say eat your mushrooms, you'll get strong or they'll give you energy ...One could even take it one step further and if the mushrooms were magic you'd probably be drifting as opposed to hyped up. Cigarettes. Definitely that's not the taste. Oh, just dirty and very gray and ill and habit fonning. Sand. ..the granularity. The crunch in the Nestle's Crunch is a very, very fine crunch as opposed to big chunks.

Touch
As noted with taste, touch is a more immediate sense. The object must rest against the touch sensory system. This is one reason why terms such as "touching" and "feeling" are used to convey inner emotions. Soft, mild unevenness, smooth, tender, mild temperature, are qualities evoked by metaphors involving this sense. However, not every soft or smooth surface will convey the appropriate quality. For instance velvet and ice do not capture the desired qualities.

36

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I think the one that comes to the top would be an emotion of simple pleasure ...Simple pleasure in that it doesn't involve any other people, so there is no communication necessary. ..It is inexpensive, readily available. It is pleasurable. Doesn't take a whole lot of work to achieve the result.

Satisfaction-you craveit, you eat it and your satisfied.

Warm, pleasurable, simple. ..075 a filling emotion, a rejuvenating emotion.

Not Emotion
The thing that it's not is something new and exciting. ..because I know it , it's old, it's a familiar product and I'm tired of hearing it's all new and exciting. They're always trying to re-market things as new and exciting and I'm like, it's not that new, it's been around for twenty years at least. I think above all I do not distrust them which is the same way of saying that I have confidence in them.

Hostility, stress, hate. They're all very harsh,negative feelings--emotionally drairring feelings.

38

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The mountains and the trees and the snow represent the rocks and the mountains, to me, represent the crunchiness of the candy bar; and the altitude of the mountains represents the 'high' that I get from this chemical inside, having consumed it. The presents surrounding the 'KooI' sign represent rewards that 1... This is how I would reward myself by having crunchy, chocolate, candy. The blanket, comforter around the 'Kool' sign, was that I always thought that it was cool to be able to eat this kind of substance with other kids my age when I was growing up... to be like everybody else. The food itself was a comfort for me. The closet represents my hiding the food when I was told that I shouldn't have it because it would make me gain weight. The baby inside of the crib represents, from the time that I was little, food was used in a lot of ways. Not all of which I felt, now looking back, was good for me.

42

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3-Description Obviously there's a little party going on here,in the right hand comer I have a bag of ground coffeethat is very rich in flavor, it hasa richness to it, it's dark asin chocolate...if you move on up you seeSnoopyholding a record albumwhich I picked basicallybecause vinyl was flat and smoothbut to feel it it has a roughnessto it. Popcornbasicallyis very filling. Thispicture as a whole gives me the idea that there's a party going on in your mouth and basicallythat's what Nestle Crunch makes me feellike--it's very invigorating and exciting, lively. It's an excitingsurprise. Exciting meaning that you look at it as though you're getting a chocolate candy bar but you find out that there's something more to it.

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4- Description

Thesepeople are at a beach.Let's say this is a beach,and thesepeople are out in the water, relaxing, having fun. He's swimming. And this little boy seesthem all and everything, you know, him and his father. And so this little boy is talking to his father about the Nestle's Crunch-about the candy. This guy here feels that maybe this boy's trying to get his attention... and he's swimming towards him to see what the little boy's saying. Thenthe little boy's saying "Well, I have this candy and I want to give him some".Sothe father says,"It's a little something for everyoneto enjoy". Sothe moon is... it's getting like dark now, not dark, dark but... and the moon has started shining and glaring overthe sky and it's coming down on them.Soit's like really smooth.

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7 We've been able to take three images and extract the essence of each one; chocolate symbolizes love and good will. And crunch is not only a soothing, sociable feel good kind of luxury food. It's not just a candy it's also got real rice in it which is frankly why I wanted to see the Harvard Divinity School Far Eastern community of monks represented and the central image of the fireworks is the crunch is both the source of the spark the flavor exploding in the mouth and in the mind in the case of the heart it represents affection among people. The affect of chocolate is social comfort, romance and a very traditional kind of medicinal value so that's it's a healing of the nations in a way.

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10
In the bottom, it's important that it's frozen broccoli, it just makes me think of how we want things done quickly without having to work for them. The picture of the bed and the cow; the bed to me is something that's of comfort. I like to read in bed. I eat a chocolate bar in bed and then I read so that is something that gives me pleasure. And the cow, I just find the cow very appealing and it gives me a sense of goodness, a feeling of closeness, of family, of warmth and so those two images are things that I find satisfying. If you looked at life overall it has very little meaning, eating a chocolate bar, it has very little reward, it's instant gratification. It doesn't have much to it, little substance.

54

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and he thinks, Oh this is great. So he takes them and eats them both at the same time, gets back on his bike, bicycles off, and it becomes almost like a geometric progression. Every time he stops he wants a Crunch and he thinks about it and there's double the number of the previous one. And he simply eats them all each time. And slowly over about the course of this thirty second video he's not aware of it, but you see" this little kid getting larger and larger until just before the end of the video he's about the size of this character here (indicates fat man in picture #4). He's still riding a little bicycle so he's hanging over the bike but he's not aware of it, and he comes to a tree and he thinks and this whole great big bag appears on the tree and he reaches up for the bag and just as he puts the first one in his mouth he explodes and then the credits roll. ...And the moral of the story is 'Be careful what you pray for, it may come true'. ..Budget, make a good thing last. ... Show the average American going to work-you can show someone going to an office job and all this could be with music in the background that's really fast and harsh and in fast motion too. The chaos of the work around you-the world around you. Show them getting up and goirig to work the fact that they have to get up by a certain time they have to take public transportation maybe it's cold outside they get to the office they may be a few minutes late their boss gives them a look. Their day, the noise, the fact they couldn't get to lunch, and their vacation was denied. Then have them come home and whatever time of the year it is have them run into the pool and do a cannonball run, jump in the pool and enjoy the simple pleasures of life and then have them eating their chocolate bar. Or if it's winter time it's a business woman in a suit maybe she went home and outside her window she could see the kids across the street going down the hill and she decides to go over there and maybe she takes one of the sleighs and slides down and laughs and enjoys the simple pleasures and at the end a little kid gives her a chocolate bar. it's a simple thing in life to enjoy it's right there in front of you. A YOWlg couple in a sports car who have driven all the way down one of those peninsulas in Maine where there's no lodging and it's getting towards the evening and their energy level has slowed do~ and their hWlgry for snack food. They say let's get some milk and chocolate at a country store and they find that the store has only M&M's, Hershey's and Nestle Crunch. The milk comes in little bottles and they buy two bars and the girl starts eating one in the store and the boy pays for the milk and chocolate. ..they try the Nestle's crunch becausethey couldn't care less about M&:M's or Hershey's becausethey're so boring. The girl says 'this is good' and she offers him the same bar and he feels guilty because now he's diminished her supply of chocolate so he buys a few more. So now they're ready to travel to an old Indian meeting groWld and they want to enjoy the sunset and they don 't want to get into any complicated picnic thing and it's convenierit it's packaged and they discover that "they like something. The last scene would be their finding a very romantic bed and breakfast and watch the sunset. They feel at peace with one another and with the world as a whole their minds are bubbling with nice thoughts.

56