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In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
In good times and bad, branding will make you or break you
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In good times and bad, branding will make you or break you

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Presentation on the compelling role of Branding in business, and how it gives a company the edge to win the against the competition. They key is the ability for Brands to connect w/ customers on an …

Presentation on the compelling role of Branding in business, and how it gives a company the edge to win the against the competition. They key is the ability for Brands to connect w/ customers on an emotional level. This was presented at the Asia Pacific Retail Conference 2013 in Jakarta, March, 2013

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  • 1. In Good Times & Bad: Branding will Make You or Break You By: Dian Hasan Mindcode Brand Strategy + Innovation USA | Mexico | Jakarta Colomiba | Peru | Argentina | Bolivia CONFIDENTIAL
  • 2. The Asian Economic Growth Story Things are looking up, especially for Indonesia… for now. But what happens when the economy slows down? CONFIDENTIAL
  • 3. Let’s look at some brands, and their brand journeys CONFIDENTIAL
  • 4. Brands on the verge of Dying Remember this brand? Not long ago the world’s biggest mobile phone brand. From the small country of Finland. An admired brand known for its INNOVATION Along came Apple’s iPhone – and a gamechanger was born. NOKIA has launched new phones, but it may be too late. CONFIDENTIAL
  • 5. Brands on the verge of Dying or becoming Irrelevant These other brands were once admired… For their cutting edge technology & innovation Are they still relevant? Do they still communicate the same Brand Message? Do customers still connect with these Brands emotionally? Brand warfare is inveitable. And applies to ALL BRANDS! CONFIDENTIAL
  • 6. Brands on the verge of Dying While other Brands have died or have lost their way CONFIDENTIAL
  • 7. CASE STUDY: A Brand is a Work-in-Progress. An evolution Sony was synymous with innovation. And was once the world’s biggest electronics Brand Today that title belongs to this Brand Samsung even makes some of Sony’s TV sets NO BRAND OPERATES IN A VACUUM CONFIDENTIAL
  • 8. CASE STUDY: Asian-bred Brands for Asian/Global Markets Once the world’s most profitable airline. Still “A Great Way to Fly”? New competition from Emirates, & the rebranded Garuda Air Asia has less planes than Lion Air, but is the bigger Brand. How come? NO BRAND OPERATES IN A VACUUM 5 years ago, Garuda wasn’t taken seriously. Today the brand is gaining new respect Lion has more planes, but is a weaker brand. Lacks Brand Personality & safety record The Answer CONFIDENTIAL
  • 9. CASE STUDY: Brands that did well during the US recession All these diverse brands share things in common: They remained relevant w/ customers’ needs. And continued to connect emotionally w/ customers. Consistently communicating the same Brand Meaning. CONFIDENTIAL
  • 10. CASE STUDY: Asian-bred Brands for Asian/Global Markets The strongest brands are created over time…. Some remain strong, Some die. And some resurrect. CONFIDENTIAL
  • 11. CASE STUDY: Asian-bred Brands for Asian/Global Markets > THE ROLE OF CULTURE Krispy Kreme was a Wall Street darling when it came to Asia Indonesian donut café J.Co studied Asian tastes… The taste wasn’t well received by Asian tastebuds. Creating donuts that suited the Asia’s sweet tooth J.Co’s Innovation expanded into Café and Fro-Yo today. CONFIDENTIAL
  • 12. CASE STUDY: Asian-bred Brands for Asian/Global Markets HERMES Created Shang Xia Luxury Brand for the Chinese Market Indonesianbased ROPPAN: creating a Japanese cafe perception Singaporebased BREAD TALK is a major REGIONAL BRAND today Asian Brands are quickly learning the art Branding Asian Brands for the Asian & Global Markets come from anwhere CONFIDENTIAL
  • 13. Brand Architecture: Real Estate/Property Development Portfolio (Case Study Sample: Ayala Land, The Philippines) Upscale Lower to Middle Midscale Diff Segment CONFIDENTIAL
  • 14. Brand Architecture: Real Estate/Property Development Portfolio (Case Study Sample: Ayala Land, The Philippines) CONFIDENTIAL
  • 15. Brand Architecture: Real Estate/Property Development Portfolio (Case Study Sample: Ayala Land, The Philippines) CONFIDENTIAL
  • 16. Brand Architecture: Real Estate/Property Development Portfolio (Case Study Sample: Capital Land, Singapore) CONFIDENTIAL
  • 17. It all occurs in the mind! Not yours! But your customers‘ Involving your customers’ feelings/em otions. NOT yours! CONFIDENTIAL
  • 18. Again, it all occurs in the mind! Positioning means being distinctively different from your competitors CONFIDENTIAL
  • 19. México USA Colombia Argentina Bolivia Peru Indonesia
  • 20. ABOUT US Mindcode is a strategic brand positioning company that provides “human-centric” Brand solution. Our objective is to maximize Brand value for our clients by revealing an innate, Founded in 1999, more thanprofound understanding of 600 projects completed.their markets through both Under PT. Applied Logic &quantitative and qualitative Innovation, Mindcode Indonesiaresearch methodologies. opened its first South East Asia office in Jakarta, Indonesia. Has developed brand strategies for multinationals such as Kodak®, Cuervo®, Avon®, Deloitte®, Dannon®, Pfizer®, Maseca®, Whirpool®, Nestlé®, Bacardi®, Sabritas®(Frito Lay®), Tecaté®, among others. In Indonesia, Mindcode has worked with Phillip MorrisSampoerna, Orang Tua Group, AXIS Telecommunications, fX Mall. Extensive experience through CONFIDENTIAL
  • 21. CONFIDENTIAL
  • 22. BRAND AND CULTURE WHY DOES CULTURE MATTER? Credentials/January 2012©Mindcode Indonesia CONFIDENTIAL
  • 23. Brand is Contextual: Diet Coke in Mexico ATTRACTIVE + OFF CODE “DIET” Symbolically means “my private life”. Affects the consumer’s self esteem. Culturally OFF CODE ON CODE RELEVANT - + “LIGHT” Symbolically means “I am an active person”, “I take care of my body”. Culturally ON CODE Result: for the Mexican market, Diet Coke was changed to Coca Cola Light for a meaning is more “On Code” Women, Diet vs. Light meaning & Cultural Codes Target: Mexicans, SEL B, C+, C, D+ Youngs, Young Adults, Adults CONFIDENTIAL
  • 24. UNIQUELY INDONESIA “ON CODE” BRANDING CASE STUDIES Credentials/January 2012©Mindcode Indonesia CONFIDENTIAL
  • 25. Brand is Contextual: BBM as Social Connectors ATTRACTIVE + OFF CODE “BUSINESS SMARTPHONE” Symbolically means “Business Connectors”. Blackberry originated as a business smartphone in other countries around the world. ON CODE RELEVANT Culturally OFF CODE - + “BB MESSENGER (BBM)” Symbolically means “Social Connectors”. Blackberry was adopted and owned by adolescents and even young kids as a symbol of friendship and social status. Culturally ON CODE Business Phone vs. Social Updates, To Be Seen Target: Indonesians, SES A,B,C Teens, Youngs, Young Adults CONFIDENTIAL
  • 26. Brand is Contextual: McDonald’s Rice ATTRACTIVE + “FRENCH FRIES” Symbolically means “Additional Food”. Indonesian people usually eat fries as complementary food. ON CODE OFF CODE Culturally OFF CODE RELEVANT - + “RICE” Symbolically means “The Real Meal”. Indonesian people tend to say “Belum Makan Kalau Belum Pake Nasi” (I don’t consider having eaten unless I have had rice). Culturally ON CODE French Fries vs. Rice Target: Indonesians, SES A,B Youngs, Young Adults, Family CONFIDENTIAL
  • 27. Brand is Contextual: 711 as Community Hub ATTRACTIVE + “CONVENIENCE STORE” Symbolically means “Convenience”. 7-Eleven is an easy and convenient 24-hour retail store in other countries. ON CODE OFF CODE Culturally OFF CODE RELEVANT - + “HANGOUT (NONGKRONG)” Symbolically means “Street with Style”. Indonesian youth adopted and owned 7-Eleven and made it into an urban gathering hub (hang out hub). Culturally ON CODE Convenience vs. Hangout Target: Indonesians, SES A,B,C Teens,Youngs CONFIDENTIAL
  • 28. HOW TO MAKE YOUR BRAND ON CODE Credentials/January 2012©Mindcode Indonesia CONFIDENTIAL
  • 29. Brand Strategy Development Process 1.Brand Exploration Understand the brand owner’s strategy, target audience segment, and find key drivers related to specific lifestyle. Define new target audience, explore Credentials/January 2012©Mindcode Indonesia 2.Brandgenetics Brand essence ideation and development, new positioning statement and value chain creation to serve the new market segment. Creative direction of the new concept, including 3.Brand Strategy and Implementation Marketing and communication plan to support new positioning strategy. Devise consumer engagement strategy in multiple CONFIDENTIAL
  • 30. Brand Strategy Development Process 1.Brand Exploration Understand the brand owner’s strategy, target audience segment, and find key drivers related to specific lifestyle. Define new target audience, explore Credentials/January 2012©Mindcode Indonesia 2.Brandgenetics Brand essence ideation and development, new positioning statement and value chain creation to serve the new market segment. Creative direction of the new concept, including 3.Brand Strategy and Implementation Marketing and communication plan to support new positioning strategy. Devise consumer engagement strategy in multiple CONFIDENTIAL
  • 31. ETHNOGRAPHY is the study of people RESEARCH in their natural or "native" environments— where they live, work, shop, and play. It is a set of complementary techniques developed within the discipline of anthropology. Who? Generally involves a specific community, tribe, or potential group of people. The target respondent is the tribal leader or individuals who could represent the majority of segments. Credentials/January 2012©Mindcode Indonesia Where? Is carried out in a natural setting, not in a laboratory. Examples of natural settings where people interact with one another: playgrounds, classrooms, meetings, street corners, people’s homes, shopping malls, etc. How? Involves intimate, casual, and face-to-face interaction with informants. Ethnographers must become intimately involved with informants in the natural settings where they do research. CONFIDENTIAL
  • 32. Ethnography Methodologies Contextual in-depth interview and focus discussion group: Ethnographers conduct casual conversation in its natural setting with semistructured questions. Purpose: to gain a deeper understanding about customers profile, attitude, and behavior in comfortable Participatory (or non) observation: situation. Ethnographers may choose to join (or not) the observed respondent(s) in their activities and record what happens in front of them. Purpose: to gain a better understanding of the real Shadowing/day-in-the-life: Ethnographers consumer behavior process. spend time to live with customer(s) for a period of time. Purpose: to dive and gain a clearer picture from customer(s) about the Subject diaries: Ethnographers usage, pattern, andwith a provide customers interaction with a product. diary, and let them write down their experience regarding their interaction with products. Purpose: to gain more detailed information and to prevent missing insights from customers’ daily life activities. Credentials/January 2012©Mindcode Indonesia CONFIDENTIAL
  • 33. Brand Strategy Development Process 1.Brand Exploration Understand the brand owner’s strategy, target audience segment, and find key drivers related to specific lifestyle. Define new target audience, explore Credentials/January 2012©Mindcode Indonesia 2.Brandgenetics Brand essence ideation and development, new positioning statement and value chain creation to serve the new market segment. Creative direction of the new concept, including 3.Brand Strategy and Implementation Marketing and communication plan to support new positioning strategy. Devise consumer engagement strategy in multiple CONFIDENTIAL
  • 34. 1.Cultural Codes 2.Brandgenetics Every culture has its own mind-set, and that mind-set teaches us about who we are in profound ways. This is the process to decode the cultural values, codes, and attributes before we generate the Brandgenetics. A Powerful tool to understand the brand’s different meanings, align the team vision, and to take On-Code brand decisions across different cultural codes. C C CULTURA L CONTEXT C A A C C CORE PROMISE One sentence idea CORE PROMISE A G CULTURAL CODE Meaning of certain symbols, rituals, language, or other cultural attributes in specific context. Credentials/January 2012©Mindcode Indonesia ATOMS Brand’s dominant meanings A GENES Perceived executions CONFIDENTIAL
  • 35. A Family goes beyond one’s immediate family and may include Grandparents, Uncles & Aunts, Cousins, In-Laws, etc. CULTURAL CODES: INDONESIAN FAMILY Extended Family Maintaining good relations between family members is very important for Indonesians. “Silaturahmi”So cial Bond Maintenance Tool Food as Family Bond & Social Lubricant FAMILY CODES “Bakti” Respect & Toward Duty Toward the Elderly Multiple Roles and Involvement Taking care of one’s family is very important. One is expected to care and help one’s extended family members whenever possible. “Restu” & Seeking Permission & Blessing In Indonesia, it’s customary for a family member to seek permission and blessing (restu) before Food is an important cultural element for Indonesian families. It’s a social lubricant and glues people together. For Indonesians, food symbolizes the foundation and the coming together of one’s family. Indonesians have a high respect and sense of duty to the people who are valuable in their lives especially the elder family members. CONFIDENTIAL
  • 36. CULTURAL ON CODE BRANDGENETICS An example of Mindcode’s brandgenetic as a guideline to connect the family culture code with that of among the fastest-growing private banks in Indonesia. FAMILY CODE Love Technology Savviness Togetherness Respect Extended Family Relationship FAMILY Bakti Connected Lifestyle Survival DIVERSITY (The Strong Indonesian Values) Caring Social Class (Uniqueness of Segments) THE BEST BANK FOR INDONESIAN FAMILIES Multi Solution Safety Reliable SAVING & LOANS THE CHOSEN ONE Best Product and Services Future Investment Convenience Social Status High Return CONFIDENTIAL
  • 37. Brand Strategy Development Process 1.Brand Exploration Understand the brand owner’s strategy, target audience segment, and find key drivers related to specific lifestyle. Define new target audience, explore Credentials/January 2012©Mindcode Indonesia 2.Brandgenetics Brand essence ideation and development, new positioning statement and value chain creation to serve the new market segment. Creative direction of the new concept, including 3.Brand Strategy and Implementation Marketing and communication plan to support new positioning strategy. Devise consumer engagement strategy in multiple CONFIDENTIAL
  • 38. 6D CODING: THE BRAND EXECUTION 1D BRAND CULTURE • Company Vision + Mission + Values. • Brand Ambassador Development. • HR Policies. 6D GOODWILL •Community Efforts. 2D PRODUCTS & OPERATION •On Code Innovation. •Brand Extensions. 5D BRAND EXPERIENCE •Rituals/Staff Dialogue. •Point of Purchase (POP). •Sensorial Experience. 3D BRAND IDENTITY •Names. •Visual Identity. •Retail/Packaging. 4D COMMUNICATION •Corporate Office Environm • Advertising/Public Relations. NOTE: MINDCODE DOES NOT PRODUCE ALL THE ABOVE • Promotions and Collaterals. ACTIVITIES BUT ACTS AS COACHING WORKING SIDE BY SIDE WITH THE CLIENT, PARTNERS, OR WITH OTHER • Newsletters. THIRD PARTIES. Credentials/January 2012©Mindcode Indonesia CONFIDENTIAL
  • 39. CASE STUDIES OUR SUCCESS STORIES Credentials/January 2012©Mindcode Indonesia CONFIDENTIAL
  • 40. fX MALL Redefine the brand concept of fX Vertical Urban Mall by identifying significant customer drivers from different segments. The project’s goal was to build a relevant ecosystem to attract youth, women & families, and mature professional male target audience to spend their time at fX. Customer Segmentation Customer Driver Analysis Ambiance Development Brand and Tenant Strategy Credentials/January 2012©Mindcode Indonesia Floors Zoning Strategy CONFIDENTIAL
  • 41. AXIS MOBILE TELECOMMUNICATION We designed simple and concise brand guidelines for AXIS, as a foundation to implement the strategy across the company. We also developed recruitment advertising content for AXIS HR Department to attract talented and qualified young professionals to work with the company, by communicating AXIS as a young innovative company that valued young talent and understood their needs. The workplace reflected a work environment that mirrored Silicon Valley culture of open-space, egalitarian space that induced and encouraged open communication and collaboration. The recruitment Ad successfully attracted over 3,000 applicants in 2 weeks. Brand Guideline Development Credentials/January 2012©Mindcode Indonesia Recruitment Communication Corporate Image CONFIDENTIAL
  • 42. MIXMAX READY TO DRINK VODKA We helped the brand maintain the connection to the target audience through digital media. Facebook was chosen as a cost-effective digital communication platform to share the experience with the target audience. The fans shared their exciting experience with Mix Max vodka through facebook photos, and the brand organically gained popularity through the customer-driven digital exposure. Brand Personality Workshop Digital Maintenance Credentials/January 2012©Mindcode Indonesia Digital Monitoring CONFIDENTIAL
  • 43. ONE SHOT READY TO DRINK TEQUILA We helped our client conduct a market testing toward the flavor, brand identity and packaging design, and the overall brand concept. We also developed the brand ritual and engagement that was culturally “On Code” with the market. Customer Feedback Survey Brand Variants Credentials/January 2012©Mindcode Indonesia Creative Campaign Marketing Collateral Microsite Product Packaging CONFIDENTIAL
  • 44. SABRITAS POTATO CHIPS Mindcode’s findings served as a platform for the Master Brand National Campaign. We helped our client decode the local Culture Codes to build the relevant Brandgenetics (Brand DNA), and create compelling advertising content that connects with the Hispanic market. Customer Analysis Credentials/January 2012©Mindcode Indonesia Brand Genetics Development Campaign Advertising CONFIDENTIAL
  • 45. DANONE READY TO DRINK YOGHURT We helped Danone obtain a deeper understanding of the consumer through in-depth consumer research. Furthermore, we developed new on-code cultural findings that were successful in bringing new excitement to the market through improved product packaging and brand character that was relevant with youth. The packaging accommodated the energetic youth market that was always “on the go”. Product Packaging DANUP: new size and packaging taps On-Code when talking to teens Credentials/January 2012©Mindcode Indonesia Brand Character DANONINO: Brand Character Book, a psychological support for better needs understanding and to help moms & kids. CONFIDENTIAL
  • 46. ANDARES UPSCALE MALL, GUADALAJARA, MEXICO We helped Andares develop Brandgenetics (Brand DNA) that were “On-Code” with the Mexican market. Prior to the Brandgenetics, Mindcode conducted an in-depth market observation to find the elements for European and North American malls that connected with the local culture. As a result, Andares was awarded an international innovation recognition for its incredible on-site brand experience. Consumer Research Brand Genetics Development Credentials/January 2012©Mindcode Indonesia Brand Environment CONFIDENTIAL
  • 47. Please feel free to contact us: Mindcode Indonesia Dian Hasan +62 811 773 893 dianhasan@gmail.com Jl. Kemang Raya No.3, 2nd Floor, Kemang Point Building, Jakarta 12730 Thank you for your attention, we look forward to solving your business and brand challenge.
  • 48. based Innovation, Brand Strategy & Consumer Behavior Research Co. He has worked with clients in the US, Mexico, Argentina, and Indonesia, across diverse industries. Dian spearheaded Mindcode’s into Asia, via Indonesia. Dian Hasan National Partner, Brand Story Teller foray Before joining Mindcode, he was with EMI Music Asia in Jakarta, where as a Managing Director, he operated during the challenging Asian Crisis (1998) when the local currency depreciated 80% against the US$. Prior to that Dian was with Amanresorts (pioneers of boutique hotels in Asia), The Four Seasons New York, American Express, The United Nations Headquarters in New York, and Coopers & Lybrand Rotterdam, The Netherlands. Dian is an avid blogger and contributor on Innovation & Branding, Social Responsibility, Ecotourism & Culture, through his blog “Ideas Inspiring Innovation” and others. Dian holds an MSc. In Hospitality & Real Estate Studies from NYU, and a BA in Finance and Accounting from University of Indonesia. CONFIDENTIAL

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