Our mission is to increase brand value by helping people perceive value in a brand. We use a scientific brand positioning model called Brandgenetic to understand the different meanings people build upon a brand and ensure brand decisions are culturally aligned. Brandgenetic is based on research showing people value symbolic, emotional and functional aspects of a brand. It helps clients innovate, enter new markets, and strengthen brand equity through meaningful positioning. We have helped numerous brands worldwide achieve business success through strategic brand guidance.

1. MéxicoUSAColombiaArgentinaBoliviaIndonesia

2. If it isn’t… your market share could become your nightmare

3. PARTIAL CLIENT LIST

4. Our mission: increase your brand value(READ: make your brand the chosen one)

5. How people perceive value?

7. $$$SYMBOLIC VALUEBRANDVALUE$$EMOTIONAL VALUEFUNCTIONAL VALUE$

8. Mimic Mom: Be like MomSYMBOLIC VALUEBRANDVALUEFashionHair doAccesoriesMake upAffordableMultiple RolesMom-daughter bondingCaregiverFun woman role-learningBe lovedMatureBe goodEMOTIONAL VALUEFUNCTIONAL VALUEBarbie case

9. Expanded World: Be a Pop StarSYMBOLIC VALUEBRANDVALUEFashionHair doAccesoriesMake upAffordableMultiple RolesFeel like an idolSeductiveSexyTrend setterYoungBe admiredEMOTIONAL VALUEFUNCTIONAL VALUEBratz case

10. People value more what things mean than what things are.

11. Perception of value (read brand preference) is affected by the meaning people build upon a product or a brand.

12. OUUUCH!Traditional business theory has consistently sustained that managing prices generates profits, but it doesn’t say anything about the profitability of managing symbols.

13. “LOVE IS...”Foto: Cortesía M. López“family”“couple”“care”“adventure”“stability”

14. THIS IS THE CODE!“stability”“family”“couple”“care”“adventure”Foto: Getty Images

15. Same concept, different meaning?Let’s talk cultural codes…

16. A+R= ON-CODE+ATRACTIVEOFF-CODEON-CODE“Diet”Symbolically means “my private life”. Affects the consumer self esteem.Culturally OFF CODERELEVANT-+“Light”Symbolically means “I am an active person”, “I take care of my body”.Culturally ON CODETarget:Mexicans, SEL B, C+, C, D+Youngs, Young Adults, Adults-Women, Diet vs. Light meaning & Cultural Codes

17. If you want to change the brand value, influence consumption, increase usage… change your brand’s symbolic value!

18. How to build symbolic value?(The scientific approach)

19. we have3brainsDr. Paul D. MacLean1913-2007

20. Rational Logical Analytical3Cortex3 brain brandingThe cortexI bought an IBM becauseI got the most features for the least expense.

21. Emotional Self-Esteem Nurturing3 brain brandingThe limbic2LimbicI always buy L’Oréal because it makes me feel beautiful.

22. Primal Instinct Predatory Survival3 brain brandingThe reptileReptile1"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.

23. How to use this knowledge into a coherent business model?

24. brandgeneticScientifically supported brand positioning model.

25. A powerful tool to understand the brand’s different meanings and to align the team vision.

26. A powerful tool to take On-Code brand decisions across different cultural codes.

27. Serves as a compelling Balance Score Card.A SCIENTIFIC POSITIONING AND INNOVATION MODEL DRIVEN BY 4 FORCESCONSUMER SUBCONSCIOUS DRIVERS & MOTIVATIONSABCORE PROMISEPRODUCT ATTRIBUTESCOMPETITORS POSITIONINGCnATOMS = Brand’s dominant meaningsGENES = Perceived executionsMUST BE OWNEDNEEDS TO IMPROVEOWNEDCORPORATE VISION

28. LIMBIC GENE Provides emotional equity CORTEX GENE Provides trust & credibilityValueAmerican iconPRODUCT BOUNDARYEnjoy Life!REPTILIAN GENE Provides emotional equity + major brand equity Lights me upEndless themesEndless themesBRAND BOUNDARYWhite BearsMindcode 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.

29. Success StoriesWays you can innovate and improve your bottom line using the brandgenetic.

30. OUTCOME FOR THE CLIENTHave a powerful, clear and consistent brief for the designer

31. Born with a stron positionig platform

32. Be accepted faster than traditional timeframeSUCCESS STORYDEVELOPING A NEW BRAND FROM A-ZBRANDGENETIC BOOK: provided guidelines for the brand experience, design language (architecture, interior/décor), and recommended environmental approach.POWERFUL + SEDUCTIVE NEW BRANDCOMPETITIVE GRID ANALYSISFoto: Eduardo CacciaCuervo 13, Tequila + Taurina

33. OUTCOME FOR THE CLIENTKnow real market possibilities

34. Avoid unnecessary spending and risks

35. Know how your brand will be perceived by the targetSUCCESS STORYTESTING AN ALREADY DESIGNED BRAND BEFORE LAUNCHING ITPRE-TESTDEFINE YOUR MEANINGSUSAGE, ATTITUDE AND RITUALSFoto: Eduardo CacciaOne Shot, flavored tequila shots, new brand, Houston Tx

36. OUTCOME FOR THE CLIENTWorld Wide Award for most innovative spirit brand

37. Sales went up inmediately

38. Developed new brand identity

39. Developed poweful advertising campaingSUCCESS STORYREPOSITIONING AN EXISTING BRANDBRIFIEF DESIGNERS AND AD AGENCIESGAVE BRIEF TO THE AD AGENCYBEFORE: BORINGAFTER: FUN!HELPED TO TAKE A DESIGN DECISIONCREATED RELEVANT BRAND ACTIVATIONAWESOME NEW BRAND EXTENSIONSSauza Hacienda, Beam Global, Mexico

40. Foto: Eduardo CacciaCommunication matrix for Caribe Cooler.OUTCOME FOR THE CLIENTSAVVY AD EXPENDING