The 2nd Mind:

The choices, motivations, and behaviours manifested by human beings
operate from the following well-establi...
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
    imp...
The 2nd Mind:


Culture


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


           Renewal                Feeling




  Spirit                                    Thought




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




Where Most Companies Are              Where You Wa...
About The 2nd Mind
About The 2nd Mind
About The 2nd Mind
About The 2nd Mind
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About The 2nd Mind

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About The 2nd Mind

  1. 1. 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.
  2. 2. 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.
  3. 3. 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?
  4. 4. 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.
  5. 5. Identity Renewal Feeling Spirit Thought Freedom Attraction Structure Energy Growth
  6. 6. Unique Brand Signature: Unaligned Unique Brand Signature: Aligned Where Most Companies Are Where You Want To Be You vs. Your Competitors

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