MindCode is a startup company that develops educational technology and aims to humanize technology through playful learning experiences. Founded in 1999, MindCode has developed educational games for brands like Crayola, Amazon, and Mattel to teach children skills in a fun way. MindCode also creates extensive branded experiences across 80 countries globally, including Mexico, Colombia, India, and Brazil.

2. ABOUT US
MindCode is srtg ba dp sio in c m a y
a t e ic rn o it n g o p n
a
ta po id s u a -c nr ” Ba ds l io .
h t rv e “h m n e t ic rn o t n
u
O r b civ is om x iz Ba dvl fr u
u o j te t a im e rn a e o o r
e u
c ns y ee lga in ae poo n
l t b rva
ie in n n t, rfu d
u d rtn in o te m res ho g b t
n esa d g fh ir ak t tru h oh
q a taiv a dq a aiv rsac m to o g s
u nitte n u l te ee rh eh d l ie.
it o
F u d din
o n e 1999, m r ta 600 po c c m le .
oe h n rj t o p t
es ed
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a d vl e rn t t ie f uin t a u h
o re r t io s
a K d k, C ev®, A o ®, D l t , D n o ®,
s o a® u r o vn e it ® a n n
oe
Pizr M sc®, W iro l N sé, B cri®,
fe®, aea hp o , et® aad
®
l
S bits( r L y) T ct , a o goh r
a r ® Fit a® , eaé m n tes
a o ®
.
E t s e x eie c tru h asc t in S ,
x niv ep rn e ho g 80 so ia s U A
e e
M x o C l b , Ag nin , I o eia a dB lia
éic , o m ia re ta n n s , n o .
o d iv

3. Our Thoughts About Brand

4. brandr = to brand

5. brand is not just a logo

8. FUNCTION

9. EXPERIENCE

12. FACIAL EXPRESSION
BODYGESTURE

13. ATTRIBUTES FACIAL EXPRESSION
BODYGESTURE INTERACTION

14. 1
FIRST
IMPRESSION

15. 1 2
FIRST THE
IMPRESSION VERIFICATION

16. 1 2 3
FIRST THE LONG TERM
IMPRESSION VERIFICATION RELATIONSHIP

17. “is h st f
te e o expectations, memories, stories
a drelationships ta t e tg te, ac u t
n h t a n o e r co n
, k h
f a o sm r d c io t c o s o e rd c
o c nu e’s eis n o h oe n po u t
r
o sr e vr n te…”
r ev oe a oh r
ic
-S t G d -
eh o in

18. Brand is Contextual
“Diet”
Symbolically means “my private life”.
Affects the consumer self esteem.
Culturally OFF CODE
“Light”
Symbolically means “I am an active person”,
“I take care of my body”.
Culturally ON CODE
Target: Mexicans, SEL B, C+, C, D+
Women, Diet vs. Light meaning & Cultural Codes Youngs, Young Adults, Adults

19. x

20. The Brand Building Process

21. Brand Discovery Brand Guidelines Brand Strategy Brand Audit and
Development Development and Improvement
Implementation
U d rtn teba do n r
n es d h rn w e
a Ba desn eid aio a d
rn se c e t n n M rein a d
ak t g n E a ae h ba d
vl t te rn
u
srtg , sg e t fag t
t e y e m n o tre
a d vl m n, n w o it n g
ee p e t e p sio in
o c m u ic t np nt
o m n aio l o
a im l e tt nina etin
pe naio
m cra
a d n e f dk y r es
u ie c , in e divr sae e t n vl c a
ttm n a d a e h in
u s p ot e p sio in
u p rn w o it n g p r db f d gte a s
eio y in in h g p
rl e t s e if l sy .
e td o p c icif te
a e l ce t nt sre h n w
raio o ev te e srtg .
t ey
a b t e nte t tg a d
ewe h sr e y n
a
m re sg e t
ak t e m n. e e uio , a df dte a
x c t n n in h wy
D f en w ag t u ie c ,
ein e tre a d n e D v e o sm r
eis c n u e t a j t n im rv te
o d s a d po e h
u
e p r o p r n ie fr rwh
x l e p ot it s o go t
o u C e ted e t no te e
raiv ircio fh n w e g g m n s ae y
n a e e t t tg in
r ba dsrtg .
rn t e y
a
inb t c r n a dpo p civ
oh ur t n rs e te
e c n e tin l in v u l
o c p, c d g is a
u m l lpafr s uilin a
u ipe l om , t g
t t iz
m re sg e t
ak t e m ns. id nit d s n p c a in ,
e ty eig , a k g g m o b t t d io aa d
ix f oh r it n ln
a
n m n l ue p ra h
o e c tr a po c .
a n w e ia
e md .
A lt d f e u ie c ’s
be o ein a d n e
poilg p yh ga h ,
rf : sc o rp ic
in
atu e, peee c s sm o .
t d s rfrn e, y b l
it s

22. Brand Discovery Brand Guidelines Brand Strategy Brand Audit and
Development Development and Improvement
Implementation
U d rtn teba do n r
n es d h rn w e
a Ba desn eid aio a d
rn se c e t n n M rein a d
ak t g n E a ae h ba d
vl t te rn
u
srtg , sg e t fag t
t e y e m n o tre
a d vl m n, n w o it n g
ee p e t e p sio in
o c m u ic t np nt
o m n aio l o
a im l e tt nina etin
pe naio
m cra
a d n e f dk y r es
u ie c , in e divr sae e t n vl c a
ttm n a d a e h in
u s p ot e p sio in
u p rn w o it n g p r db f d gte a s
eio y in in h g p
rl e t s e if l sy .
e td o p c icif te
a e l ce t nt sre h n w
raio o ev te e srtg .
t ey
a b t e nte t tg a d
ewe h sr e y n
a
m re sg e t
ak t e m n. e e uio , a df dte a
x c t n n in h wy
D f en w ag t u ie c ,
ein e tre a d n e D v e o sm r
eis c n u e t a j t n im rv te
o d s a d po e h
u
e p r o p r n ie fr rwh
x l e p ot it s o go t
o u C e ted e t no te e
raiv ircio fh n w e g g m n s ae y
n a e e t t tg in
r ba dsrtg .
rn t e y
a
inb t c r n a dpo p civ
oh ur t n rs e te
e c n e tin l in v u l
o c p, c d g is a
u m l lpafr s uilin a
u ipe l om , t g
t t iz
m re sg e t
ak t e m ns. id nit d s n p c a in ,
e ty eig , a k g g m o b t t d io aa d
ix f oh r it n ln
a
n m n l ue p ra h
o e c tr a po c .
a n w e ia
e md .
A lt d f e u ie c ’s
be o ein a d n e
poilg p yh ga h ,
rf : sc o rp ic
in
atu e, peee c s sm o .
t d s rfrn e, y b l
it s

23. Netnography
[Digital Brand and Community Assesment]
T e e tic t npo es fh c m eit nl d c p b sdo
h id nif aio rc s o te o p tio a sa e ae n
n
w a c n u es ec ivdtwr te rn s d itl n es
h t o s m r p re e o ad h ba d in ig au ivre
f m+600mio p g s f o vraio inG o la d+6mio t it r
ro a e o c n est n og n
e wt e
u es
sr.
C m u it id nif aio a n whtee d r a op sib t b
o m n y e tic t n l g it h l es l o s l o e
o a s e
id nif db p o lc n est nind itl n es.
e tie y e pe o vraio ig au ivre
D itlo vraio a do sraio o n te f md itl n es
ig ac n est n n b evt n f eizn r o ig au ivre
t id nif te ap aio , p re t n atu e twr teba d
o e ty h ir s irt n ec pio , t d s o ad h rn ,
it
a da ote sc o rp ic rf .
n l h p yh ga h poil
s e
Ethnographic research and study
C s ac a whba do n r t g inin iae p caio twr
au lh t it rn w es o a it lx e tt n o ad
te rn esn ea dc n u es te e v o m n a d
h ba d se c n o s m r in h ir n irn e t n
o srete d ila tit s
b ev h ir ay civie.
T id nif a de g g tetre a d n eb sdo te
o e ty n n a e h ag t u ie c ae n h ir
p yh ga h poila dte r e te b l g
sc o rp ic rf n h t s h y e n .
e ib o
A in ig t rv e t d tr in te ta tr a db il ter h
s s h po id ro eem e h at cos n ud h ig t
r
e o ytm
c sse .

24. people talk in digital universe:
Netnography
s uc : 6 0 iop g s f o vraio inG o l
o re 0 m a e o c n est n og .
e
Space of cluster3 cluster1
Opportunity
c m eitr
o pt o yu ba d
o r rn
cluster2
Y Brand
our
Associated Words
ba drl io s ipn t ok a p gind itl n es b sd
rn e t n h ew r m p in
a ig au ivre ae
o w a p o lp re e a dte c sse twr ba d
n h t e p ec ivd n h e o ytm o ad rn .
e

25. Ethnographic research and study
Contextual in-depth interview and creative focus group:
Ethnographers conduct casual conversation in its natural
setting with semi-structured questions.
Purpose: to gain a deep understanding about customers
profile, attitude, and behavior in comfortable situation.
Participatory (or non) observation: Ethnographers joins
(or not) with observed respondent in doing activities and
noted what happened in front of them.
Purpose: to gain better understanding of the real
consumer behavior process.
Shadowing/day-in-the-life: Ethnographers spends time
to live with customer in a period of time.
Purpose: to dive and gain clear picture from customer
about usage, pattern, and interaction with product.
Subject diaries: Ethnographers give the customer diary,
and let them write down their experience regarding their
interaction with products.
Purpose: to gain more detail information and to prevent
missing insights from customers daily life activities.

26. Brand Discovery Brand Guidelines Brand Strategy Brand Audit and
Development Development and Improvement
Implementation
U d rtn teba do n r
n es d h rn w e
a Ba desn eid aio a d
rn se c e t n n M rein a d
ak t g n E a ae h ba d
vl t te rn
u
srtg , sg e t fag t
t e y e m n o tre
a d vl m n, n w o it n g
ee p e t e p sio in
o c m u ic t np nt
o m n aio l o
a im l e tt nina etin
pe naio
m cra
a d n e f dk y r es
u ie c , in e divr sae e t n vl c a
ttm n a d a e h in
u s p ot e p sio in
u p rn w o it n g p r db f d gte a s
eio y in in h g p
rl e t s e if l sy .
e td o p c icif te
a e l ce t nt sre h n w
raio o ev te e srtg .
t ey
a b t e nte t tg a d
ewe h sr e y n
a
m re sg e t
ak t e m n. e e uio , a df dte a
x c t n n in h wy
D f en w ag t u ie c ,
ein e tre a d n e D v e o sm r
eis c n u e t a j t n im rv te
o d s a d po e h
u
e p r o p r n ie fr rwh
x l e p ot it s o go t
o u C e ted e t no te e
raiv ircio fh n w e g g m n s ae y
n a e e t t tg in
r ba dsrtg .
rn t e y
a
inb t c r n a dpo p civ
oh ur t n rs e te
e c n e tin l in v u l
o c p, c d g is a
u m l lpafr s uilin a
u ipe l om , t g
t t iz
m re sg e t
ak t e m ns. id nit d s n p c a in ,
e ty eig , a k g g m o b t t d io aa d
ix f oh r it n ln
a
n m n l ue p ra h
o e c tr a po c .
a n w e ia
e md .
A lt d f e u ie c ’s
be o ein a d n e
poilg p yh ga h ,
rf : sc o rp ic
in
atu e, peee c s sm o .
t d s rfrn e, y b l
it s

29. Brand Manual Development
a statement of the functional, the outward expression of a
emotional, and self-expressive brand: name, trademark,
benefits delivered by the brand that communications, and visual
provide value to the customers appearance
Br
on
an
iti
d
os
Ide
op
nt
Pr
ity
d
Brand
an
Br
Essence
designing the company’s offer
and image so that it occupies as the glue that holds the
a distinct and valued place in
the target customer’s mind core identity elements
together
Brand Positioning
effort to communicate the
brand uniqueness through
various strategies to drive
Brand Communication
customer’s behavior

30. Brand Discovery Brand Guidelines Brand Strategy Brand Audit and
Development Development and Improvement
Implementation
U d rtn teba do n r
n es d h rn w e
a Ba desn eid aio a d
rn se c e t n n M rein a d
ak t g n E a ae h ba d
vl t te rn
u
srtg , sg e t fag t
t e y e m n o tre
a d vl m n, n w o it n g
ee p e t e p sio in
o c m u ic t np nt
o m n aio l o
a im l e tt nina etin
pe naio
m cra
a d n e f dk y r es
u ie c , in e divr sae e t n vl c a
ttm n a d a e h in
u s p ot e p sio in
u p rn w o it n g p r db f d gte a s
eio y in in h g p
rl e t s e if l sy .
e td o p c icif te
a e l ce t nt sre h n w
raio o ev te e srtg .
t ey
a b t e nte t tg a d
ewe h sr e y n
a
m re sg e t
ak t e m n. e e uio , a df dte a
x c t n n in h wy
D f en w ag t u ie c ,
ein e tre a d n e D v e o sm r
eis c n u e t a j t n im rv te
o d s a d po e h
u
e p r o p r n ie fr rwh
x l e p ot it s o go t
o u C e ted e t no te e
raiv ircio fh n w e g g m n s ae y
n a e e t t tg in
r ba dsrtg .
rn t e y
a
inb t c r n a dpo p civ
oh ur t n rs e te
e c n e tin l in v u l
o c p, c d g is a
u m l lpafr s uilin a
u ipe l om , t g
t t iz
m re sg e t
ak t e m ns. id nit d s n p c a in ,
e ty eig , a k g g m o b t t d io aa d
ix f oh r it n ln
a
n m n l ue p ra h
o e c tr a po c .
a n w e ia
e md .
A lt d f e u ie c ’s
be o ein a d n e
poilg p yh ga h ,
rf : sc o rp ic
in
atu e, peee c s sm o .
t d s rfrn e, y b l
it s

31. INTERNATIONAL
TOBACCO COMPANY
STRATEGIC MARKETING
BRAND GENETIC
CUSTOMER SEGMENT ANALYSIS
SEMIOTIC STUDYAND STRATEGY
NETIZEN CLUSTERING
ENGAGEMENT CONTENT

32. Community Engagement Platform

33. Creative Visual Profiling Tool: 1
Youth is a very visuals and creative subjects. Traditional survey approach is often not attract them to be engaged. We could help
our client to refine the survey tool in more creative, visuals, and engaging way to get more attraction from your respondents.

34. Creative Visual Profiling Tool: 2
Youth is a very visuals and creative subjects. Traditional survey approach is often not attract them to be engaged. We could help
our client to refine the survey tool in more creative, visuals, and engaging way to get more attraction from your respondents.

35. CUSTOMER SEGMENTATION ANALYSIS
CUSTOMER DRIVER ANALYSIS
FX MALL
BRAND ECOSYSTEM STRATEGY
FLOORS ZONING STRATEGY
BRAND AND TENANT STRATEGY
AMBIENCE
DEVELOPMENT

36. BRAND GUIDELINES
in c o llab o ratio n with th inking*ro o m

37. Recruitment Advertising Corporate Advertising
in c o llab o ratio n with th inking*ro o m

38. Community Activation
The saturated and stressful life of urban cities, the effort to reclaim public spaces has
been a main idea for the people. Kekeun is trying to answer the idea of taking back the
public spaces through food festivity, where every one can easily connected with each
other. The event will be held in every 3 months in several places in Indonesia even in
another places in the world.
Location: Bandung, Singapore

39. Digital Activation and Maintenance
Mix Max vodka is a low
alcoholic beverage product in
Indonesia. The brand is trying
to 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.

40. OTHER BRANDING PROJECTS:
in c o llab o ratio n with th inking*ro o m

41. Brand Discovery Brand Guidelines Brand Strategy Brand Audit and
Development Development and Improvement
Implementation
U d rtn teba do n r
n es d h rn w e
a Ba desn eid aio a d
rn se c e t n n M rein a d
ak t g n E a ae h ba d
vl t te rn
u
srtg , sg e t fag t
t e y e m n o tre
a d vl m n, n w o it n g
ee p e t e p sio in
o c m u ic t np nt
o m n aio l o
a im l e tt nina etin
pe naio
m cra
a d n e f dk y r es
u ie c , in e divr sae e t n vl c a
ttm n a d a e h in
u s p ot e p sio in
u p rn w o it n g p r db f d gte a s
eio y in in h g p
rl e t s e if l sy .
e td o p c icif te
a e l ce t nt sre h n w
raio o ev te e srtg .
t ey
a b t e nte t tg a d
ewe h sr e y n
a
m re sg e t
ak t e m n. e e uio , a df dte a
x c t n n in h wy
D f en w ag t u ie c ,
ein e tre a d n e D v e o sm r
eis c n u e t a j t n im rv te
o d s a d po e h
u
e p r o p r n ie fr rwh
x l e p ot it s o go t
o u C e ted e t no te e
raiv ircio fh n w e g g m n s ae y
n a e e t t tg in
r ba dsrtg .
rn t e y
a
inb t c r n a dpo p civ
oh ur t n rs e te
e c n e tin l in v u l
o c p, c d g is a
u m l lpafr s uilin a
u ipe l om , t g
t t iz
m re sg e t
ak t e m ns. id nit d s n p c a in ,
e ty eig , a k g g m o b t t d io aa d
ix f oh r it n ln
a
n m n l ue p ra h
o e c tr a po c .
a n w e ia
e md .
A lt d f e u ie c ’s
be o ein a d n e
poilg p yh ga h ,
rf : sc o rp ic
in
atu e, peee c s sm o .
t d s rfrn e, y b l
it s

42. The Brand Audit and Improvement Process
“to assist the progress of
the brand performance in
a period of time”

43. Contact Us:
PT. Applied Logic and Innovation
Dian Hasan – Brand Storyteller
+62 811 773 893
dhasan@mindcode.com
Jl. Kemang Raya No.3, 2nd Floor, Kemang Point Building,
Jakarta 12730
Indonesia