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The Second Mind
Mind Brand Control
Building a Brand




    Stimulates                         Stimulates
     Feelings                           Thoughts


...
Building a Brand




  A brand created                              A deliberately
    in a vacuum                        ...
Building a Brand




  A brand created                              A deliberately
    in a vacuum                        ...
Building a Brand




   What are the                           What are the
  brand’s positive                       brand...
The 2nd Mind Processes
The 2nd Mind:
The choices, motivations, and behaviours manifested by human beings operate
from the following well-establis...
The 2nd Mind:

People


•   We can quickly and accurately analyse any individual, group, or demographic sector


•   This ...
The 2nd Mind:

Brands


•   We can take an existing brand and identify its strengths and weakness in terms of its impact o...
The 2nd Mind:

Culture


Whenever human beings aggregate around a common purpose, be it a family, a tennis club, company o...
Identity


           Renewal                Feeling




  Spirit                                    Thought




Freedom  ...
Unique Brand Signature: Unaligned   Unique Brand Signature: Aligned




Where Most Companies Are               Where You W...
Archetypal Brand Positioning
A case study
Composite Archetypal Brand Profile




By evaluating how the different archetypes interact with, and impact on, each other...
Assessment groups

 Strategic Brand Evaluation

 Technical       National        Provincial         National       Provinc...
The HSS Steering Committee Brand
Brand Personality
How did we get here?
The Twelve Personalities
40




35




30




25




20




15




10




 5




 0
     Warrior   Loyalist   Intellectual...
The Twelve Personalities
Mastery / Entrepreneurial




                           Belonging / Democratic                                           ...
Initiative and Action




                      Adaptability                                               Sustainability
...
The loyalist

•   “Loyalist“ brands have a very specific way of doing things. Managing brand change is a very difficult pr...
The 10 Brand Triggers

The Brand Personality is influenced by the 10 Archetypal Brand Triggers

                          ...
Growth and Thought Meme Interaction
The strong influence of the Growth and Thought Memes will elicit the following behavio...
The Growth and Thought Meme Interaction

The interaction between the Growth and Thought Memes within the brand will produc...
The Growth and Thought Meme Interaction


The interaction between the Growth and Thought Memes within this group will prod...
The Growth Meme


People who resonate with the Growth Meme exhibit the following traits:
•   Collectively, they are manife...
The Thought Meme


People who resonate with the Thought Meme exhibit the following traits:
•   The ability to manage knowl...
Maslow's Hierarchy
Additional Analysis
Maslow’s Hierarchy


Total
Male                                             44
Female
                                    ...
Maslow’s Hierarchy
The Group
•     The archetypes around “love and family” emerged as a significant level in the pyramid.
...
2nd Mind Presentation
2nd Mind Presentation
2nd Mind Presentation
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  1. 1. The Second Mind Mind Brand Control
  2. 2. Building a Brand Stimulates Stimulates Feelings Thoughts Brand exists in a person’s MIND
  3. 3. Building a Brand A brand created A deliberately in a vacuum created brand is defined by how is defined by a well- people project their focused set of triggers own subconscious and associations thoughts and feelings designed to create onto the brand specific feelings and Brand exists in a thoughts person’s MIND
  4. 4. Building a Brand A brand created A deliberately in a vacuum created brand Begin by Begin by understanding the understanding how “group personality” of the target market the target market. subconsciously perceive your brand What subconscious Brand exists in a personality. thoughts and feelings person’s MIND do they project into What subconscious the world? feelings and thoughts are triggered by the brand?
  5. 5. Building a Brand What are the What are the brand’s positive brand’s negative personality traits? personality traits? Understand the Brand Triggers
  6. 6. The 2nd Mind Processes
  7. 7. The 2nd Mind: The choices, motivations, and behaviours manifested by human beings operate from the following well-established premises: • The human mind is a complex, multifaceted phenomenon. • That part of human consciousness with which we are familiar (ie. the conscious mind) is merely the tip of the iceberg. • Human behaviour for the most part is rooted in the 9/10ths of the iceberg which lies beneath the surface. • The individual is unaware of the nature of the processing that occurs in the depths of his/her own being. • Simple observation and mainstream research are insufficient to uncover non-conscious processing. • In the field of business, this non-conscious processing impacts organisational culture, brand effectiveness, and buying behaviour far more than anyone realises.
  8. 8. The 2nd Mind: People • We can quickly and accurately analyse any individual, group, or demographic sector • This reveals the shared archetypal elements common to the majority, which can be exploited by marketers (in projecting a brand and defining market behaviour). In simple terms, we identify what really gets people going and t hen strategise how to leverage this to the maximum.
  9. 9. The 2nd Mind: Brands • We can take an existing brand and identify its strengths and weakness in terms of its impact on this all-important area of non-conscious processing. • In other words, we can answer the following questions: – Is my brand's current projection adequately targeting the 2nd Mind? – How are people responding to my brand in terms of their non-conscious motivations (which is actually responsible for 90% of their behaviour)? – How can I tweak my brand strategy to optimise its impact on the 2nd Mind?
  10. 10. The 2nd Mind: Culture Whenever human beings aggregate around a common purpose, be it a family, a tennis club, company or corporation, the group functions as an entity with its own personality, quirks, likes, dislikes, and most importantly, its own 2nd Mind. • The way this entity projects itself as a collective is known as “culture”. We have an assessment which can analyse this entity's persona and 2nd Mind in order to know: – How to motivate the behaviour of this entity in specific, desirable ways. – To what extent this entity is harmonising with the business and its brands. – How to strategise effective interventions in the culture.
  11. 11. Identity Renewal Feeling Spirit Thought Freedom Attraction Structure Energy Growth
  12. 12. Unique Brand Signature: Unaligned Unique Brand Signature: Aligned Where Most Companies Are Where You Want To Be You vs. Your Competitors
  13. 13. Archetypal Brand Positioning A case study
  14. 14. Composite Archetypal Brand Profile By evaluating how the different archetypes interact with, and impact on, each other we are able to distil a refinement (1 in 500+) of the basic personality style (1 in 12).
  15. 15. Assessment groups Strategic Brand Evaluation Technical National Provincial National Provincial Regional competition Steering Steering Steering Role Role Role Committee Committee Committees Players Players Players (per competitor) Brand Brand Brand Brand Brand Brand Brand Personality Personality Personality Personality Personality Personality Personality + + + + + + + 10 Archetypal 10 Archetypal 10 Archetypal 10 Archetypal 10 Archetypal 10 Archetypal 10 Archetypal Triggers Triggers Triggers Triggers Triggers Triggers Triggers = = = = = = = Unique Brand Unique Brand Unique Brand Unique Brand Unique Brand Unique Brand Unique Brand Profile Profile Profile Profile Profile Profile Profile Consolidated Competitive Archetypal VS Archetypal Brand Profile Brand Profiles
  16. 16. The HSS Steering Committee Brand
  17. 17. Brand Personality How did we get here?
  18. 18. The Twelve Personalities 40 35 30 25 20 15 10 5 0 Warrior Loyalist Intellectual Healer Ruler Servant Diplomat Magician Sage Executive Rebel Innocent
  19. 19. The Twelve Personalities
  20. 20. Mastery / Entrepreneurial Belonging / Democratic Stability / Bureaucratic Independent / Autocratic Quadrant Expression & Consumer Perspective Organisational Style Mastery/ Entrepreneurial Driven by a desire to create personal change and self achievement in An organisation that is driven by risk and opportunity and the desire to life. You seek to move beyond current boundaries and become create. This type of organisation is highly energetic and courageous and something more. seeks to dominate and explore beyond its current limits Independence/ Autocratic Driven by the desire to be an individual, to reflect on your own path, to An organisation that seeks the truth, seeks to communicate and look at define the right and wrong of your lives and communicate who you are. things in different ways. An organisation that is independent and seeks to go beyond convention. Can be extremely lateral in order to find a better way. Belonging / Democracy Driven by the insatiable human need to connect, to belong and be An organisation that expresses itself emotionally, building and loved. You are able to express and develop through a relationship. connecting communities. This type of organisation brings healing, upliftment, emotional release and well being. Stability / Bureaucracy Driven by the need for routine, comfort, tried and tested. A place An organisation that nurtures, builds and delivers results through where you can be honest with yourselves and to let go, safely. Where planning and structure. This type of an organisation is solid, secure, you can restore and nurture yourselves and prepare for a new day. dependable and professional
  21. 21. Initiative and Action Adaptability Sustainability Style Of Change Description INITIATIVE & ACTION to get things started. Restless, goal-oriented, active, vigorous and Initiative & Action enterprising, with verve, courage, ambition and great leadership potential. Key words: Activating, Initiating, Creating, Expressing, Illuminating Sustainability ENDURING, able to see things through. Sustainability. The organiser who is steady, stable, persistent, intense, filled with purpose and strength, efficient, practical and traditional. Key words: Harnessing, Utilising, Sustaining, Empowering, Penetrating Adaptability ADAPTABILITY – able to make changes. This style takes what has been created and attempts to alter or adapt it, providing the necessary changes. Versatile communicators, multifaceted. Learns and develops, flexible. Key words: Seeking, Evolving, Reflecting, Demonstrative, Distributing
  22. 22. The loyalist • “Loyalist“ brands have a very specific way of doing things. Managing brand change is a very difficult process and needs to be very well thought out. Change needs to managed subtly rather than aggressively or forcibly. • You cannot hope to make a 90° turn overnight. It requires a step-by-step, degree by degree process. • The brand’s evolution requires planning and “baby steps”. • The “Loyalist” brand represents passivity, hard work, determination and persistence, a desire to proceed slowly without harassment. • This brand invokes the desire to build and grow and achieve practical results. This growth is slow and structured rather than dynamic. • A soft approach is required to change or redefine the “Loyalist” brand image. Pushing too hard could result in damage to the brand. • People who identify with a Loyalist brand are, well, loyal. They feel a strong sense of brand ownership. They like to control it, the way the owner of an expensive car does not want anyone else driving it. If this sense of ownership is taken away, they will become dysfunctional. • There is a high degree of physical and emotional attachment – maybe even an unhealthy degree of attachment. • There is a fear of loss. Think of this in terms of a Ferrari owner fearing the theft / loss / damage of his vehicle.
  23. 23. The 10 Brand Triggers The Brand Personality is influenced by the 10 Archetypal Brand Triggers Identity 50 45 Renewal 40 Feeling 35 30 25 20 Brand Clarity Spirit 15 Thought 10 Score 5 0 47% Freedom Attraction Structure Energy Growth
  24. 24. Growth and Thought Meme Interaction The strong influence of the Growth and Thought Memes will elicit the following behavioural traits from the group involved with the brand: • The combination of the growth and thought memes is typical of a very big project. • These brand types tend to be very idealistic. As such, they are subject to the pitfalls associated with big idealistic projects. – In practical terms, in reality, the brand fails to live up to the ideal that was advertised. – This idealism from the group involved leads to them being too confident in the rightness of their cause and in the correctness of their methodologies. This could result in failure to transform the ideal into reality. • The brand vision tends have too much big picture thinking and gung-ho energy and not enough attention to implementation detail. • This brand has the ability to gather and marshall the troops. But everyone runs around on cloud nine with big smiles on their faces, patting each other on the back, while the people on the ground looked upwards and scratch their heads and wonder what all the partying and merriment is about.
  25. 25. The Growth and Thought Meme Interaction The interaction between the Growth and Thought Memes within the brand will produce the following influences/trends/characteristics: Positive • Planning and implementing the "big idea". • Grandiose ideas. • Respect and desire for knowledge. • A love of teaching and disseminating knowledge. • An optimistic and hopeful orientation - perhaps even too much so. • Good planning and discernment abilities. • A talent for selling itself. • The ability to compromise. • Maintains positivity even in the face of obstacles.
  26. 26. The Growth and Thought Meme Interaction The interaction between the Growth and Thought Memes within this group will produce the following influences/trends/characteristics: Negative • Disdain for details and trivialities. • Promising more than can be delivered. • Exaggerating one's own influence and abilities.
  27. 27. The Growth Meme People who resonate with the Growth Meme exhibit the following traits: • Collectively, they are manifesting an urge for self-improvement and personal growth. • They feel an imperative to venture forth and explore life, seizing opportunities and seeking rewards. • They are people with vision. They understand the big picture, the ideal. They are intrinsically optimistic that this ideal can be reached. • As a group, they demonstrate a tendency towards orthodox religion. • For the most part, this group is benevolent and charitable. They want to be kind and to do good for others who are less fortunate. • They are conservative and respect the law. • They are driven to succeed and have a high level of respect for success. • On the downside, problems could emerge from being overconfident and perhaps boasting or exaggerating a level of ability or importance which does not match up with the reality on the ground.
  28. 28. The Thought Meme People who resonate with the Thought Meme exhibit the following traits: • The ability to manage knowledge and sensory inputs and useful ways. (Intelligence.) • The ability to express and communicate such knowledge. • A preoccupation with mentality - intellect, intelligence, thinking, learning, teaching, reasoning. • A talent for the written and spoken word. • Nervousness and restlessness. • Profanity and gossip.
  29. 29. Maslow's Hierarchy Additional Analysis
  30. 30. Maslow’s Hierarchy Total Male 44 Female 38 33 31 25 26 25 24 24 19 20 18 14 12 9 9 8 1 physiological security love esteem self-actualisation transcendence
  31. 31. Maslow’s Hierarchy The Group • The archetypes around “love and family” emerged as a significant level in the pyramid. • Aspirational figures such as Oprah and Cyril Ramaphosa have a strong resonance with this group. They were stirred by these images. • If one exploits level 4 & 6 type “messages” in the branding and behaviour modification strategies, you are guaranteed to impact 43% of the target market. Women • A large differential was observed on level 5 (self-actualisation) scores between men and women. • The women of this group appear to focus more on food, sex, money and religion before they will engage in any creative self-actualising activity. Men • By contrast, the men are strongly motivated by creative, self-actualising processes. General Conclusions around the archetypal content of the group, as revealed by the Maslow series: • HSS is a system that would be used by sophisticated, successful (& intelligent?) people • using HSS will lead to success • the HSS and its raison d'etre represents the highest ideals that human beings can aspire to • the HSS is on a “mission from God” • participating in the HSS ethos elevates oneself and is spiritually fulfilling
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