MINDCODE CREDENTIAL PRESENTATION, November 2010
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MINDCODE CREDENTIAL PRESENTATION, November 2010

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

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

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  • Full Name Full Name Comment goes here.
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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 MINDCODE CREDENTIAL PRESENTATION, November 2010 Presentation Transcript

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