MINDCODE CREDENTIAL PRESENTATION, November 2010

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MINDCODE, Innovation + Brand Strategy + Consumer Behavior + Brand-Building across Cultures

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  • Dear Brand-Builder,

    Band Building essentially deals with 1. The management of meanings (in your customers minds, NOT yours), 2. The compelling role of Culture, and 3. How # 1 & # 2 come together in creating a distinctive Brand Experience that is communicated to TODAY'S customers.

    It is crucially important to stress 'TODAY'S' customers, which is vastly different species from yesteryear... THE SUM TOTAL OF A MILLION EMPOWERED INDIVIDUALS WITH VOICES that are voiced out through modern tools (read: Social Media).

    Brand Owners need to understand that Brand Communication is NO LONGER a 1-way communication, but rather an interactive and ongoing 2-way dialogue, where Brands are talked about.. yes in both positive and negative.

    Against this new reality, Brand Owners SHOULD understand that they are losing 2 major elements:

    1. CONTROL, it's not about you telling how good you (your Brand is), but how good your customers think you are. It's easy to find out (have you checked how your Brand is talked about in Social Media (this encompasses everything from Facebook, Twitter, Blogs, Youtube, and everything else you've never heard about.

    2. BRAND OWNERSHIP, what you thought was yours to keep, is no longer in your hands! When you start losing # 1, your Brand Ownership shifts from you to the Customers.

    On a final note, allow me to end by sharing you both Bad and Good News, first the Good News:

    > Brands aren't dead yet, and won't be for a long time. Customers will still pursue them, but their relationships with brands will change. And if they're still fans, they'll tell the world in 100 tweets, but if it sucks, they send out 100,000 tweets!

    And now the bad news:

    > Brand-Building ain't gonna get any easier! The traditional way (and channels of communication) is changing dramatically... overnight. Customers are becoming more fickle and demanding than ever. AND they won't ask to be heard, you WILL find out without you asking.

    So what should a Brand-Builder do?

    Progress or perish. Understanding the fast-changing landscape of consumers and the marketplace around you, is a step in the right direction. Realize that change is good and unavoidable. The only constant is change!

    Granted, Brand-Building in the future will be more challenging, as many ways as there are to skin a cat, there are many different ways to build a brand. Customers' expectations of a brand experience are changing.

    Stuck? We're always ready for a chat.

    Your kind attention is most appreciated. Happy Brand-Building!

    ciao,

    Dian Hasan
    Brand Storyteller
    Mindcode - San Diego
    dhasan@mindcode.com

    Cell: +1 619 246 2311
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MINDCODE CREDENTIAL PRESENTATION, November 2010

  1. 1. México<br />USA<br />Colombia<br />Argentina<br />Bolivia<br />Indonesia<br />
  2. 2. If it isn’t… your market share could become your nightmare<br />
  3. 3. PARTIAL CLIENT LIST<br />
  4. 4. Our mission: increase your brand value<br />(READ: make your brand the chosen one)<br />
  5. 5. How people perceive value?<br />
  6. 6.
  7. 7. $$$<br />SYMBOLIC VALUE<br />BRAND<br />VALUE<br />$$<br />EMOTIONAL VALUE<br />FUNCTIONAL VALUE<br />$<br />
  8. 8. Mimic Mom: Be like Mom<br />SYMBOLIC VALUE<br />BRAND<br />VALUE<br />Fashion<br />Hair do<br />Accesories<br />Make up<br />Affordable<br />Multiple Roles<br />Mom-daughter bonding<br />Caregiver<br />Fun woman role-learning<br />Be loved<br />Mature<br />Be good<br />EMOTIONAL VALUE<br />FUNCTIONAL VALUE<br />Barbie case<br />
  9. 9. Expanded World: Be a Pop Star<br />SYMBOLIC VALUE<br />BRAND<br />VALUE<br />Fashion<br />Hair do<br />Accesories<br />Make up<br />Affordable<br />Multiple Roles<br />Feel like an idol<br />Seductive<br />Sexy<br />Trend setter<br />Young<br />Be admired<br />EMOTIONAL VALUE<br />FUNCTIONAL VALUE<br />Bratz case<br />
  10. 10. People value more what things mean than what things are.<br />
  11. 11. Perception of value (read brand preference) is affected by the meaning people build upon a product or a brand.<br />
  12. 12. OUUUCH!<br />Traditional business theory has consistently sustained that managing prices generates profits, but it doesn’t say anything about the profitability of managing symbols.<br />
  13. 13. “LOVE IS...”<br />Foto: Cortesía M. López<br />“family”<br />“couple”<br />“care”<br />“adventure”<br />“stability”<br />
  14. 14. THIS IS THE CODE!<br />“stability”<br />“family”<br />“couple”<br />“care”<br />“adventure”<br />Foto: Getty Images<br />
  15. 15. Same concept, different meaning?<br />Let’s talk cultural codes…<br />
  16. 16. A+R= ON-CODE<br />+<br />ATRACTIVE<br />OFF-CODE<br />ON-CODE<br />“Diet”<br />Symbolically means “my private life”. Affects the consumer self esteem.<br />Culturally OFF CODE<br />RELEVANT<br />-<br />+<br />“Light”<br />Symbolically means “I am an active person”, “I take care of my body”.<br />Culturally ON CODE<br />Target:Mexicans, SEL B, C+, C, D+<br />Youngs, Young Adults, Adults<br />-<br />Women, Diet vs. Light meaning & Cultural Codes<br />
  17. 17. If you want to change the brand value, influence consumption, increase usage…<br /> change your brand’s symbolic value! <br />
  18. 18. How to build symbolic value?<br />(The scientific approach) <br />
  19. 19. we have<br />3<br />brains<br />Dr. Paul D. MacLean<br />1913-2007<br />
  20. 20. Rational<br /> Logical<br /> Analytical<br />3<br />Cortex<br />3 brain branding<br />The cortex<br />I bought an IBM because<br />I got the most features for <br />the least expense.<br />
  21. 21. Emotional<br /> Self-Esteem<br /> Nurturing<br />3 brain branding<br />The limbic<br />2<br />Limbic<br />I always buy L’Oréal <br />because it makes me <br />feel beautiful.<br />
  22. 22. Primal Instinct<br /> Predatory<br /> Survival<br />3 brain branding<br />The reptile<br />Reptile<br />1<br />"He said some very harsh words…. Words that were several times harsher than acts. They were words that touch the innermost parts of me. Very personal things, my mother, my sister.<br />
  23. 23. How to use this knowledge into a coherent business model? <br />
  24. 24. brandgenetic<br /><ul><li>Scientifically supported brand positioning model.
  25. 25. A powerful tool to understand the brand’s different meanings and to align the team vision.
  26. 26. A powerful tool to take On-Code brand decisions across different cultural codes.
  27. 27. Serves as a compelling Balance Score Card.</li></li></ul><li>A SCIENTIFIC POSITIONING AND INNOVATION MODEL DRIVEN BY 4 FORCES<br />CONSUMER SUBCONSCIOUS DRIVERS & MOTIVATIONS<br />A<br />B<br />CORE PROMISE<br />PRODUCT ATTRIBUTES<br />COMPETITORS POSITIONING<br />C<br />n<br />ATOMS = Brand’s dominant meanings<br />GENES = Perceived executions<br />MUST BE OWNED<br />NEEDS TO IMPROVE<br />OWNED<br />CORPORATE VISION<br />
  28. 28. LIMBIC GENE Provides emotional equity <br />CORTEX GENE Provides trust & credibility<br />Value<br />American icon<br />PRODUCT BOUNDARY<br />Enjoy Life!<br />REPTILIAN GENE Provides emotional equity + major brand equity <br />Lights me up<br />Endless themes<br />Endless themes<br />BRAND BOUNDARY<br />White Bears<br />Mindcode developed this Brandgenetic to show a Coke competitor why the brand has a stronger symbolic+emotional superiority and to understand how Coke is building value.<br />
  29. 29. Success Stories<br />Ways you can innovate and improve your bottom line using the brandgenetic.<br />
  30. 30. OUTCOME FOR THE CLIENT<br /><ul><li>Have a powerful, clear and consistent brief for the designer
  31. 31. Born with a stron positionig platform
  32. 32. Be accepted faster than traditional timeframe</li></ul>SUCCESS STORY<br />DEVELOPING A NEW BRAND FROM A-Z<br />BRANDGENETIC BOOK: provided guidelines for the brand experience, design language (architecture, interior/décor), and recommended environmental approach.<br />POWERFUL + SEDUCTIVE NEW BRAND<br />COMPETITIVE GRID ANALYSIS<br />Foto: Eduardo Caccia<br />Cuervo 13, Tequila + Taurina<br />
  33. 33. OUTCOME FOR THE CLIENT<br /><ul><li>Know real market possibilities
  34. 34. Avoid unnecessary spending and risks
  35. 35. Know how your brand will be perceived by the target</li></ul>SUCCESS STORY<br />TESTING AN ALREADY DESIGNED BRAND BEFORE LAUNCHING IT<br />PRE-TEST<br />DEFINE YOUR MEANINGS<br />USAGE, ATTITUDE AND RITUALS<br />Foto: Eduardo Caccia<br />One Shot, flavored tequila shots, new brand, Houston Tx<br />
  36. 36. OUTCOME FOR THE CLIENT<br /><ul><li>World Wide Award for most innovative spirit brand
  37. 37. Sales went up inmediately
  38. 38. Developed new brand identity
  39. 39. Developed poweful advertising campaing</li></ul>SUCCESS STORY<br />REPOSITIONING AN EXISTING BRAND<br />BRIFIEF DESIGNERS AND AD AGENCIES<br />GAVE BRIEF TO THE AD AGENCY<br />BEFORE: BORING<br />AFTER: FUN!<br />HELPED TO TAKE A DESIGN DECISION<br />CREATED RELEVANT BRAND ACTIVATION<br />AWESOME NEW BRAND EXTENSIONS<br />Sauza Hacienda, Beam Global, Mexico<br />
  40. 40. Foto: Eduardo Caccia<br />Communication matrix for Caribe Cooler.<br />OUTCOME FOR THE CLIENT<br /><ul><li>SAVVY AD EXPENDING
  41. 41. LESS STRESS, MORE EFFICENCY FROM AD AGENCY
  42. 42. HAVE A COMMUNICATION FORMULA THAT WORKS </li></ul>SUCCESS STORY<br />DEFINE NEW BRAND POSITIONING<br />
  43. 43. KNOW WHY THEY LOVE YOU!<br /><ul><li> LOWER THE RISK OF WRONG DECISIONS
  44. 44. MASTER YOUR POSITIONING
  45. 45. INNOVATE ON-CODE</li></ul>Three generations. The name <br />of the game is genetic survival. This happens by keeping TRADITION alive. The brand fulfills this unconscious and REPTILIAN need. <br />The “False Sophistication”<br />Every element on a classic Prime Rib plate is SIMPLE. It is a mix <br />of sophistication (meat carving) and <br />non sophistication.<br />Mindcode explained to a world-wide famous prime rib restaurant why its brand has such a strong connection with its target, beyond being a great place to dine with excellent food and service. The brand discovered a new business dimension after competing the Code Discovery and the Brandgenetic. <br />Foto: Eduardo Caccia<br />Lawry’s success case, Beverly Hills, CA<br />
  46. 46. INCREASE BRAND AWARENESS<br /><ul><li> INCREASED LOYALTY
  47. 47. BETTER POSITIONING</li></ul>Source: Nextel Mexico. Callouts by Mindcode<br />Foto: Eduardo Caccia<br />Nextel positioning strategy, Mexico.<br />
  48. 48. EXPAND THE BUSINESS<br /><ul><li> INCREASED EARNINGS
  49. 49. MORE REASONS TO BUY THE BRAND
  50. 50. DEEPER UNDERSTANDING OF THE CONSUMER</li></ul>Activia: new On-Code cultural findings prove mixes that work!<br />Danonino: Brand Character Book, a psychological support for better needs understanding and to help moms & kids.<br />Danup: new size and packaging taps On-Code when talking to teens<br />Foto: Eduardo Caccia<br />Dannon<br />
  51. 51. AN ON-CODE EXPERIENCE!<br /><ul><li> BETTER SHOPPING CENTER IN MEXICO
  52. 52. AWARDED AN INTERNATIONAL INNOVATION RECOGNITION
  53. 53. INCREDIBLE ON-SITE BRAND EXPERIENCE </li></ul>Brandgenetic Book: an strong innovation & brand experience guide<br />European street vibrancy DNA adopted and executed<br />Foto: Eduardo Caccia<br />Andares shopping center, Guadalajara, Mexico<br />
  54. 54. DIFFERENTIATE & CREATE VALUE<br /><ul><li> FIND A COMPETITIVE NICHE
  55. 55. BUILD A PROJECT WITH A STRONG BRAND PROMISE
  56. 56. KNOW WHERE TO PUT YOUR HARD-EARNED DOLLARS</li></ul>NEW MARKET SEGMENTATION<br />Brandgenetic Book: provided guidelines for the brand experience, design language (architecture, interior/décor), and recommended environmental approach.<br />POWERFUL COMPETITVE GRID & DIFFERENTATION STATEMENT<br />Foto: Eduardo Caccia<br />Chemuyil, Riviera Maya<br />
  57. 57. BOOST YOUR TEAM POTENTIAL<br /><ul><li> CREATE A FUN LEARNING ENVIRONMENT
  58. 58. DEVELOP THEIR INNOVATION CAPABILITIES
  59. 59. EMPOWER THEM TO BECOME PROUD BRAND AMBASSADORS</li></ul>Foto: Eduardo Caccia<br />Mindcode Innovation Workshops<br />
  60. 60. CREATE COMPELING MESSAGES<br /><ul><li> FOCUS ON YOUR UNIQUENESS
  61. 61. ALIGN CORPORATE VISION
  62. 62. EXECUTE MEMORABLE ADS</li></ul>Mindcode’s findings served as a platform for the master brand national campaign<br />Foto: Eduardo Caccia<br />Frito Lay discovering its brandgenetic<br />
  63. 63. Fast Facts<br />Mindcode International is a U.S. based company specialized in non-traditional Innovation, Brand Positioning, and Consumer Research.<br /><ul><li>Founded 1999.
  64. 64. More than 600 projects completed.
  65. 65. Has developed brand strategies for various international companies, such as Nextel, Kodak, Cuervo, Avon, Deloitte, Dannon, Pfizer, Maseca,Whirpool, Nestlé, Bacardi, Sabritas (Frito Lay), Tecate among others.
  66. 66. Our research methodology has a scientific foundation based on the Triune Brain theory.
  67. 67. Use of social anthropology, psychology, sociology and semiotics for multi-skilled analysis.
  68. 68. Business oriented and marketing savvy.
  69. 69. Developed Brandgenetic tool for a deeper understanding of your target and to unify the brand vision across all members of the company.
  70. 70. Extensive experience in Hispanic research in Latin America.
  71. 71. > 80 associate consultants in 7 countries.</li></li></ul><li>
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