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

The Asian Economic Growth Story
Things are looking up, especially for
Indonesia… for now.
But what happens when the
economy slows down?

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Let’s look at some brands,
and their brand journeys

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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.

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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!

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Brands on the verge of Dying

While other
Brands have
died or have
lost their
way

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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

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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

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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.

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The strongest
brands are
created over
time….

Some remain
strong, Some
die. And some
resurrect.

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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.

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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

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Brand Architecture: Real Estate/Property Development Portfolio
(Case Study Sample: Ayala Land, The Philippines)

Upscale

Lower
to Middle

Midscale

Diff
Segment

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(Case Study Sample: Ayala Land, The Philippines)

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(Case Study Sample: Capital Land, Singapore)

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It all occurs
in the mind!
Not yours!
But your
customers‘

Involving
your
customers’
feelings/em
otions.
NOT yours!

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Again, it all
occurs in
the mind!

Positioning
means
being
distinctively
different
from your
competitors
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México
USA
Colombia
Argentina
Bolivia
Peru
Indonesia

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

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BRAND AND CULTURE
WHY DOES CULTURE MATTER?

Credentials/January 2012©Mindcode Indonesia

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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

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UNIQUELY INDONESIA

“ON CODE” BRANDING CASE STUDIES


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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

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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

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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

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HOW TO MAKE YOUR
BRAND
ON CODE


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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

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

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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.

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.

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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.


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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.

ATOMS
Brand’s dominant
meanings

A

GENES
Perceived executions
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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.

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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
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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.


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CASE STUDIES

OUR SUCCESS STORIES


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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


Floors Zoning Strategy
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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


Recruitment
Communication

Corporate
Image

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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

Digital Monitoring
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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

Creative Campaign

Marketing Collateral

Microsite

Product Packaging
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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


Brand Genetics Development

Campaign Advertising

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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

Brand Character
DANONINO: Brand Character Book, a
psychological support for better needs
understanding and to help moms & kids.
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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

Brand Environment
CONFIDENTIAL

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.

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

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

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