MINDCODE CREDENTIAL PRESENTATION, November 2010
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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.
MINDCODE CREDENTIAL PRESENTATION, November 2010
- 2. If it isn’t… your market share could become your nightmare
- 4. Our mission: increase your brand value(READ: make your brand the chosen one)
- 5. How people perceive 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
- 41. LESS STRESS, MORE EFFICENCY FROM AD AGENCY
- 42. HAVE A COMMUNICATION FORMULA THAT WORKS SUCCESS STORYDEFINE NEW BRAND POSITIONING
- 43. KNOW WHY THEY LOVE YOU! LOWER THE RISK OF WRONG DECISIONS
- 44. MASTER YOUR POSITIONING
- 45. INNOVATE ON-CODEThree 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. Foto: Eduardo CacciaLawry’s success case, Beverly Hills, CA
- 46. INCREASE BRAND AWARENESS INCREASED LOYALTY
- 47. BETTER POSITIONINGSource: Nextel Mexico. Callouts by MindcodeFoto: Eduardo CacciaNextel positioning strategy, Mexico.
- 48. EXPAND THE BUSINESS INCREASED EARNINGS
- 49. MORE REASONS TO BUY THE BRAND
- 50. DEEPER UNDERSTANDING OF THE CONSUMERActivia: new On-Code cultural findings prove mixes that work!Danonino: Brand Character Book, a psychological support for better needs understanding and to help moms & kids.Danup: new size and packaging taps On-Code when talking to teensFoto: Eduardo CacciaDannon
- 51. AN ON-CODE EXPERIENCE! BETTER SHOPPING CENTER IN MEXICO
- 52. AWARDED AN INTERNATIONAL INNOVATION RECOGNITION
- 53. INCREDIBLE ON-SITE BRAND EXPERIENCE Brandgenetic Book: an strong innovation & brand experience guideEuropean street vibrancy DNA adopted and executedFoto: Eduardo CacciaAndares shopping center, Guadalajara, Mexico
- 54. DIFFERENTIATE & CREATE VALUE FIND A COMPETITIVE NICHE
- 55. BUILD A PROJECT WITH A STRONG BRAND PROMISE
- 56. KNOW WHERE TO PUT YOUR HARD-EARNED DOLLARSNEW MARKET SEGMENTATIONBrandgenetic Book: provided guidelines for the brand experience, design language (architecture, interior/décor), and recommended environmental approach.POWERFUL COMPETITVE GRID & DIFFERENTATION STATEMENTFoto: Eduardo CacciaChemuyil, Riviera Maya
- 57. BOOST YOUR TEAM POTENTIAL CREATE A FUN LEARNING ENVIRONMENT
- 58. DEVELOP THEIR INNOVATION CAPABILITIES
- 59. EMPOWER THEM TO BECOME PROUD BRAND AMBASSADORSFoto: Eduardo CacciaMindcode Innovation Workshops
- 60. CREATE COMPELING MESSAGES FOCUS ON YOUR UNIQUENESS
- 61. ALIGN CORPORATE VISION
- 62. EXECUTE MEMORABLE ADSMindcode’s findings served as a platform for the master brand national campaignFoto: Eduardo CacciaFrito Lay discovering its brandgenetic
- 63. Fast FactsMindcode International is a U.S. based company specialized in non-traditional Innovation, Brand Positioning, and Consumer Research.Founded 1999.
- 64. More than 600 projects completed.
- 65. 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.
- 66. Our research methodology has a scientific foundation based on the Triune Brain theory.
- 67. Use of social anthropology, psychology, sociology and semiotics for multi-skilled analysis.
- 68. Business oriented and marketing savvy.
- 69. Developed Brandgenetic tool for a deeper understanding of your target and to unify the brand vision across all members of the company.
- 70. Extensive experience in Hispanic research in Latin America.
- 71. > 80 associate consultants in 7 countries.