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.