MINDCODE CREDENTIAL PRESENTATION, November 2010
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Transcript of MINDCODE CREDENTIAL PRESENTATION, November 2010
MéxicoUSAColombiaArgentinaBoliviaIndonesia
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?
$
$$
$$$
FUNCTIONAL VALUE
EMOTIONAL VALUE
SYMBOLIC VALUE
BRANDVALUE
FUNCTIONAL VALUE
EMOTIONAL VALUE
SYMBOLIC VALUE
BRANDVALUE
Mimic Mom: Be like Mom
Mom-daughter bondingCaregiverFun woman role-learningBe lovedMatureBe good
FashionHair doAccesoriesMake upAffordableMultiple Roles
Barbie case
FUNCTIONAL VALUE
EMOTIONAL VALUE
SYMBOLIC VALUE
BRANDVALUE
Expanded World: Be a Pop Star
Feel like an idolSeductiveSexyTrend setterYoungBe admired
Bratz case
FashionHair doAccesoriesMake upAffordableMultiple Roles
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...”
“stability” “adventure” “family” “couple” “care”
Foto: Cortesía M. López
THIS IS THE CODE!
“stability” “adventure” “family” “couple” “care”
Foto: Getty Images
Same concept, different meaning?
Let’s talk cultural codes…
A+R= ON-CODE
+
+
-
-RELEVANT
ATRACTIVE
OFF-CODE ON-CODE
Target:Mexicans, SEL B, C+, C, D+Youngs, Young Adults, Adults
“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
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)
3we have
brainsDr. Paul D. MacLean
1913-2007
Rational
Logical
Analytical
Cortex
3I bought an IBM becauseI got the most features for the least expense.
3 brain brandingThe cortex
Emotional
Self-Esteem
Nurturing
I always buy L’Oréal because it makes me feel beautiful.
Limbic
2
3 brain brandingThe limbic
Primal Instinct
Predatory
Survival
Reptile
1
3 brain brandingThe reptile
"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.
ATOMS = Brand’s dominant meaningsGENES = Perceived
executions
A B
C
n
CORE PROMISE
OWNED NEEDS TO IMPROVE MUST BE OWNED
CORPORATE VISION
CONSUMER SUBCONSCIOUS DRIVERS & MOTIVATIONS
PR
OD
UC
T A
TT
RIB
UT
ES
CO
MP
ET
ITO
RS
PO
SIT
ION
ING
A SCIENTIFIC POSITIONING AND INNOVATION MODEL DRIVEN BY 4 FORCES
American icon
REPTILIAN GENE Provides emotional equity + major brand equity
LIMBIC GENE Provides emotional equity
CORTEX GENE Provides trust & credibility
BRAND BOUNDARYWhite Bears
Endless themes
Lights me up
Endless themes
Value
PRODUCT BOUNDARY
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.
Enjoy Life!
Success Stories
Ways you can innovate and improve your bottom
line using the brandgenetic.
SUCCESS STORY
Cuervo 13, Tequila + Taurina
Foto: Eduardo Caccia
POWERFUL + SEDUCTIVE NEW BRAND
BRANDGENETIC BOOK: provided guidelines for the brand experience, design language (architecture, interior/décor), and recommended environmental approach.
COMPETITIVE GRID ANALYSIS
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
DEVELOPING A NEW BRAND FROM A-Z
SUCCESS STORY
One Shot, flavored tequila shots, new brand, Houston Tx
Foto: Eduardo CacciaDEFINE YOUR MEANINGS
PRE-TEST
OUTCOME FOR THE CLIENT
Know real market possibilities Avoid unnecessary spending and risks Know how your brand will be perceived by the target
USAGE, ATTITUDE AND RITUALS
TESTING AN ALREADY DESIGNED BRAND BEFORE LAUNCHING IT
Sauza Hacienda, Beam Global, Mexico
BEFORE: BORING
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 STORYREPOSITIONING AN EXISTING BRANDBRIFIEF DESIGNERS AND AD AGENCIES
AFTER: FUN!
GAVE BRIEF TO THE AD AGENCY
AWESOME NEW BRAND EXTENSIONS CREATED RELEVANT BRAND ACTIVATION
HELPED TO TAKE A DESIGN DECISION
Communication matrix for Caribe Cooler.
Foto: Eduardo Caccia
OUTCOME FOR THE CLIENT
SAVVY AD EXPENDING LESS STRESS, MORE EFFICENCY FROM AD AGENCY HAVE A COMMUNICATION FORMULA THAT WORKS
SUCCESS STORYDEFINE NEW BRAND POSITIONING
KNOW WHY THEY LOVE YOU!
Lawry’s success case, Beverly Hills, CA
Foto: Eduardo Caccia
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.
LOWER THE RISK OF WRONG DECISIONS MASTER YOUR POSITIONING
INNOVATE ON-CODE
INCREASE BRAND AWARENESS
Nextel positioning strategy, Mexico.
Foto: Eduardo CacciaSource: Nextel Mexico. Callouts by Mindcode
INCREASED LOYALTY BETTER POSITIONING
EXPAND THE BUSINESS
Dannon
Foto: Eduardo Caccia
Activia: new On-Code cultural findings prove
mixes that work!
Danup: new size and packaging taps On-Code when talking to teens
Danonino: Brand Character Book, a psychological support for better needs understanding and to help
moms & kids.
INCREASED EARNINGS MORE REASONS TO BUY THE BRAND
DEEPER UNDERSTANDING OF THE CONSUMER
AN ON-CODE EXPERIENCE!
Andares shopping center, Guadalajara, Mexico
Foto: Eduardo Caccia
Brandgenetic Book: an strong innovation & brand experience guide
European street vibrancy DNA adopted and executed
BETTER SHOPPING CENTER IN MEXICO AWARDED AN INTERNATIONAL INNOVATION RECOGNITION
INCREDIBLE ON-SITE BRAND EXPERIENCE
DIFFERENTIATE & CREATE VALUE
Chemuyil, Riviera Maya
Foto: Eduardo Caccia
NEW MARKET SEGMENTATION
POWERFUL COMPETITVE GRID & DIFFERENTATION STATEMENT
FIND A COMPETITIVE NICHE BUILD A PROJECT WITH A STRONG BRAND PROMISE
KNOW WHERE TO PUT YOUR HARD-EARNED DOLLARS
Brandgenetic Book: provided guidelines for the brand experience, design language (architecture, interior/décor),
and recommended environmental approach.
BOOST YOUR TEAM POTENTIAL
Mindcode Innovation Workshops
Foto: Eduardo Caccia
CREATE A FUN LEARNING ENVIRONMENT DEVELOP THEIR INNOVATION CAPABILITIES EMPOWER THEM TO BECOME PROUD BRAND
AMBASSADORS
CREATE COMPELING MESSAGES
Frito Lay discovering its brandgenetic
Foto: Eduardo CacciaMindcode’s findings served as a platform for the master brand national campaign
FOCUS ON YOUR UNIQUENESS ALIGN CORPORATE VISION EXECUTE MEMORABLE ADS
Fast FactsMindcode 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.