MINDCODE CREDENTIALS 2012_DH VF

MindCode is a strategic brand positioning company that provides “human-centric” Brand solution.

Our objective is to maximize Brand value for our clients by revealing an innate, profound understanding of their markets through both quantitative and qualitative research methodologies.

Founded in 1999, more than 600 projects completed.

Has developed brand strategies for multinationals such as Kodak®, Cuervo®,

Avon®, Deloitte®, Dannon®, Pfizer®, Maseca®, Whirpool®, Nestlé®, Bacardi®, Sabritas®(Frito

Lay®), Tecaté®, among others.

Extensive experience through 80 associates in USA, México, Colombia, Argentina, Indonesia,

and Bolivia.

ABOUT US

Our Thoughts About Brand

brandr = to brand

brand is not just a logobrand is not just a logo

FUNCTION

EXPERIENCE

FACIAL EXPRESSION

BODY GESTURE

ATTRIBUTES FACIAL EXPRESSION

BODY GESTURE INTERACTION

1

FIRSTIMPRESSION

1

FIRSTIMPRESSION

2

THE VERIFICATION

1

FIRSTIMPRESSION

2

THE VERIFICATION

3

LONG TERM RELATIONSHIP

“is the set of expectations, memories, stories and relationships that, taken

together, account for a consumer’s decision to choose one product or service

over another…” -Seth Godin-

“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+Youngs, Young Adults, AdultsWomen, Diet vs. Light meaning & Cultural Codes

Brand is Contextual

The Brand Building Process

Understand the brand owner strategy, segment of target audience, find key drivers related to specific lifestyle.

Define new target audience, explore opportunities for growth in both current and prospective market segments.

Able to define audience’s profiling: psychographic, attitudes, preferences, symbols.

Brand Discovery Brand Guidelines Development

Brand Strategy Development and Implementation

Brand essence ideation and development, new positioning statement and value chain creation to serve the new market segment.

Creative direction of the new concept, including visual identity design, packaging, nomenclature approach.

Marketing and communication plan to support new positioning strategy.

Devise consumer engagement strategy in multiple platforms, utilizing a mix of both traditional and new media.

Brand Audit and Improvement

Evaluate the brand implementation in a certain period by finding the gaps between the strategy and execution, and find the way to adjust and improve the brand strategy.

The identification process of the competition landscape based on what consumers perceived toward the brands in digital universe from +600mio pages of conversation in Google and +6mio twitter users.

Community identification along with the leaders also possible to be identified by people conversation in digital universe.

Digital conversation and observation of netizen from digital universe to identify their aspiration, perception, attitudes toward the brand, and also the psychographic profile.

Netnography [Digital Brand and Community Assesment]

Casual chat with brand owners to gain initial expectation toward the brand essence and consumers in their environment and observe their daily activities.

To identify and engage the target audience based on their psychographic profile and the tribes they belong.

As insight provider to determine the attractors and build the right ecosystem.

Ethnographic research and study

people talk in digital universe: Netnography

source: 600mio pages of conversation in Google.

Associated Associated WordsWords

Your BrandYour Brand

Space of Space of OpportunitOpportunit

yy

competitocompetitorr your brandyour brand

brand relationship network mapping in digital universe based on what people perceived and the ecosystem toward brand.

cluster1

cluster2

cluster3

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.

Ethnographic research and study

Brand

Propo

sition

Brand Identity

Brand PositioningBrand Communication

Brand Essence

a statement of the functional, emotional, and self-expressive benefits delivered by the brand that provide value to the customers

the outward expression of a brand: name, trademark, communications, and visual appearance

designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind

effort to communicate the brand uniqueness through various strategies to drive customer’s behavior

as the glue that holds the core identity elements together

Brand Manual Development

INTERNATIONAL TOBACCO COMPANYSTRATEGIC MARKETING

SEMIOTIC STUDY AND STRATEGY

NETIZEN CLUSTERING

BRAND GENETIC

ENGAGEMENT CONTENT

CUSTOMER SEGMENT ANALYSIS

Community Engagement Platform

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.

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.

FX MALLBRAND ECOSYSTEM STRATEGY

FLOORS ZONING STRATEGY

AMBIENCE DEVELOPMENT

BRAND AND TENANT STRATEGY

CUSTOMER DRIVER ANALYSIS

CUSTOMER SEGMENTATION ANALYSIS

BRAND GUIDELINES

in collaboration with thinking*room

Recruitment Advertising Corporate Advertising


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

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.

Digital Activation and Maintenance

OTHER BRANDING PROJECTS:


The Brand Audit and Improvement Process

“to assist the progress of the brand performance in a period of time”

PT. Applied Logic and InnovationDian Hasan – Brand Storyteller+62 811 773 [email protected]

Jl. Kemang Raya No.3, 2nd Floor, Kemang Point Building, Jakarta 12730Indonesia

Contact Us:

mailto:[email protected]

MINDCODE CREDENTIALS 2012_DH VF

Business

Transcript of MINDCODE CREDENTIALS 2012_DH VF