in good times and bad, branding will make you or break you

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The Asian Economic Growth Story

Things are looking up, especially for Indonesia… for now.

But what happens when the economy slows down?

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Let’s look at some brands, and their brand journeys

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Brands on the verge of Dying

Remember this brand?

Not long agothe world’s

biggest mobile phone brand.

From the small country of

Finland.

An admired brand known for its INNOVATION

Along came Apple’s iPhone –

and a gamechanger

was born.

NOKIA has launched new phones, but it may be too

late.

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Brands on the verge of Dying or becoming Irrelevant

These other brands were

once admired…

For their cutting

edge tech-nology &

innovation

Are they still

relevant?

Do they still communicate

the same Brand Message?

Do customers still connect with these

Brands emo-tionally?

Brand warfare is inveitable. And applies to ALL BRANDS!

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Brands on the verge of Dying

While other Brands have died or have

lost their way

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CASE STUDY: A Brand is a Work-in-Progress. An evolution

Sony was synymous

with innovation.

And was once the world’s

biggest electronics

Brand

Samsung even makes

some of Sony’s TV sets

Today that

title belongs to this Brand

NO BRAND OPERATES

IN A VACUUM

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CASE STUDY: Asian-bred Brands for Asian/Global Markets

NO BRAND OPERATES

IN A VACUUM

Once the world’s most

profitable airline. Still “A Great Way

to Fly”?

New competition

from Emirates, & the rebranded

Garuda

5 years ago, Garuda wasn’t

taken seriously. Today the brand is

gaining new respect

Air Asia has less planes than

Lion Air, but is the bigger Brand. How come?

The Answer

Lion has more planes, but

is a weaker brand. Lacks Brand

Personality & safety record

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CASE STUDY: Brands that did well during the US recession

All these diverse

brands share things in

common:

They remained

relevant w/ customers’

needs.

And continued

to connect emotionally w/

customers.

Consistently

communicating the same Brand

Meaning.

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The strongest brands are

created over time….

Some remain strong, Some die. And some

resurrect.

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CASE STUDY: Asian-bred Brands for Asian/Global Markets > THE ROLE OF CULTURE

Krispy Kreme was a Wall

Street darling when it came

to Asia

The taste wasn’t well received by

Asian tastebuds.

Indonesian donut café J.Co studied Asian

tastes…

Creating donuts that

suited the Asia’s sweet tooth

J.Co’s Innovation

expanded into Café and Fro-Yo

today.

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Asian Brands are quickly

learning the art Branding

Asian Brands for the Asian & Global Markets

come from anwhere

HERMES Created Shang

Xia Luxury Brand for the Chinese

Market

Indonesian-based ROPPAN:

creating a Japanese cafe

perception

Singapore- based BREAD

TALK is a major REGIONAL

BRAND today

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Diff

Segment

Lower

to Middle

Midscale

Upscale

Brand Architecture: Real Estate/Property Development Portfolio (Case Study Sample: Ayala Land, The Philippines)

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Brand Architecture: Real Estate/Property Development Portfolio (Case Study Sample: Ayala Land, The Philippines)

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Brand Architecture: Real Estate/Property Development Portfolio (Case Study Sample: Capital Land, Singapore)

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It all occurs in the mind! Not yours!

But your customers‘

Involving your

customers’

feelings/emotions.

NOT yours!

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Again, it all occurs

in the mind!

Positioning means

being distinctive

ly different

from your competito

rs

MéxicoUSAColombiaArgentinaBoliviaPeruIndonesia

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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. Under PT. Applied Logic & Innovation, Mindcode

Indonesia opened its first South East Asia office in Jakarta, Indonesia.

Has developed brand strategies for multinationals such as Kodak®, Cuervo®, Avon®, Deloitte®, Dannon®, Pfizer®, Maseca®, Whirpool®, Nestlé®, Bacardi®,

Sabritas®(Frito Lay®), Tecaté®, among others. In Indonesia, Mindcode has worked with Phillip Morris-

Sampoerna, Orang Tua Group, AXIS Telecommunications, fX Mall.

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

ABOUT US

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CONFIDENTIALCredentials/January 2012©Mindcode Indonesia

BRAND AND CULTURE WHY DOES CULTURE MATTER?

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ATTRACTIVE

RELEVANT

+

+

-

-

Target: Mexicans, SEL B, C+, C, D+Youngs, Young Adults, Adults

Women, Diet vs. Light meaning & Cultural Codes

Brand is Contextual: Diet Coke in Mexico

“DIET”Symbolically means “my private life”. Affects the consumer’s self esteem.Culturally OFF CODE

OFF CODE

“LIGHT”Symbolically means “I am an active person”, “I take care of my body”.Culturally ON CODEResult: for the Mexican market, Diet Coke was changed to Coca Cola Light for a meaning is more “On Code”

ON CODE


UNIQUELY INDONESIA“ON CODE” BRANDING CASE STUDIES

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ATTRACTIVE

RELEVANT

+

+

-

-

Business Phone vs. Social Updates, To Be Seen

Brand is Contextual: BBM as Social Connectors

OFF CODE“BUSINESS SMARTPHONE”Symbolically means “Business Connectors”. Blackberry originated as a business smartphone in other countries around the world. Culturally OFF CODE

Target: Indonesians, SES A,B,CTeens, Youngs, Young Adults

ON CODE

“BB MESSENGER (BBM)”Symbolically means “Social Connectors”. Blackberry was adopted and owned by adolescents and even young kids as a symbol of friendship and social status.

Culturally ON CODE

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ATTRACTIVE

RELEVANT

+

+

-

-

French Fries vs. RiceTarget: Indonesians, SES A,BYoungs, Young Adults, Family

ON CODE

“RICE”Symbolically means “The Real Meal”. Indonesian people tend to say “Belum Makan Kalau Belum Pake Nasi” (I don’t consider having eaten unless I have had rice).

Culturally ON CODE

Brand is Contextual: McDonald’s Rice

OFF CODE“FRENCH FRIES”Symbolically means “Additional Food”. Indonesian people usually eat fries as complementary food. Culturally OFF CODE

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ATTRACTIVE

RELEVANT

+

+

-

-

Convenience vs. HangoutTarget: Indonesians, SES A,B,CTeens,Youngs

Brand is Contextual: 711 as Community Hub

ON CODE

“HANGOUT (NONGKRONG)”Symbolically means “Street with Style”. Indonesian youth adopted and owned 7-Eleven and made it into an urban gathering hub (hang out hub).

Culturally ON CODE

“CONVENIENCE STORE”Symbolically means “Convenience”. 7-Eleven is an easy and convenient 24-hour retail store in other countries. Culturally OFF CODE

OFF CODE


HOW TO MAKE YOUR BRAND ON CODE


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

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

1.Brand Exploration

2.Brandgenetics3.Brand Strategy 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, and 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 Strategy Development Process


Who?

Generally involves a specific community, tribe, or potential group of people. The target respondent is the tribal leader or individuals who could represent the majority of segments.

Where?

Is carried out in a natural setting, not in a laboratory. Examples of natural settings where people interact with one another: playgrounds, classrooms, meetings, street corners, people’s homes, shopping malls, etc.

How?

Involves intimate, casual, and face-to-face interaction with informants. Ethnographers must become intimately involved with informants in the natural settings where they do research.

is the study of people in their natural or "native" environments—where they live, work, shop, and play. It is a set of complementary techniques developed within the discipline of anthropology.

ETHNOGRAPHY RESEARCH


Contextual in-depth interview and focus discussion group: Ethnographers conduct casual conversation in its natural setting with semi-structured questions.Purpose: to gain a deeper understanding about customers profile, attitude, and behavior in comfortable situation.

Participatory (or non) observation: Ethnographers may choose to join (or not) the observed respondent(s) in their activities and record what happens in front of them.Purpose: to gain a better understanding of the real consumer behavior process.

Shadowing/day-in-the-life: Ethnographers spend time to live with customer(s) for a period of time. Purpose: to dive and gain a clearer picture from customer(s) about the usage, pattern, and interaction with a product.

Subject diaries: Ethnographers provide customers with a diary, and let them write down their experience regarding their interaction with products.Purpose: to gain more detailed information and to prevent missing insights from customers’ daily life activities.

Ethnography Methodologies




1.Brand Exploration


Implementation







2.Brandgenetics

CORE PROMISE

AA

AA

G

GENESPerceived executions

ATOMSBrand’s dominant meanings

CORE PROMISEOne sentence idea

A Powerful tool to understand the brand’s different meanings, align the team vision, and

to take On-Code brand decisions across different cultural codes.

C

CULTURAL CODEMeaning of certain symbols, rituals, language, or other cultural attributes in specific context.

1.Cultural Codes

Every culture has its own mind-set, and that mind-set teaches us about who we are in

profound ways. This is the process to decode the cultural values, codes, and attributes before we generate the Brandgenetics.

C

CULTURAL CONTEXT

CC

C

CONFIDENTIAL

CULTURAL CODES: INDONESIAN FAMILY

FAMILY CODES

A Family goes beyond one’s immediate family and may include Grandparents, Uncles & Aunts, Cousins, In-Laws, etc.

Extended Family

Maintaining good relations between family members

is very important for Indonesians.

“Silaturahmi”Social Bond Maintenance

Tool

Multiple Roles and

Involvement

Taking care of one’s family is very important. One is expected to care and help one’s extended

family members whenever possible.

Food as Family Bond

& Social Lubricant

Food is an important cultural element for Indonesian families. It’s a social lubricant and glues people together. For Indonesians, food symbolizes the foundation and the coming together of one’s family.

In Indonesia, it’s customary for a family member to seek permission and blessing (restu) before making a major decision.

“Restu” & Seeking

Permission & Blessing

“Bakti” Respect &

Toward Duty Toward the

ElderlyIndonesians have a high respect and sense of duty to the people who are valuable in their lives especially the elder family members.

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An example of Mindcode’s brandgenetic as a guideline to connect the family culture code with that of among the fastest-growing private banks in Indonesia.

CULTURAL ON CODE BRANDGENETICS

THE BEST BANK FOR

INDONESIAN FAMILIES

DIVERSITY(Uniqueness of

Segments)

FAMILY(The Strong Indonesian

Values)

SAVING &

LOANS

THE CHOSEN ONE

Extended Family

TogethernessLove

Respect

Relationship

Caring

Bakti

Safety

ReliableFuture

Investment

High Return

Technology Savviness Social Class

Lifestyle

Best Product and Services

Convenience

FAMILY CODE

Survival

Multi Solution

Social Status

Connected




1.Brand Exploration


Implementation







6D GOODWILL•Community Efforts.

1D BRAND CULTURE• Company Vision + Mission + Values.• Brand Ambassador Development.• HR Policies.

2D PRODUCTS & OPERATION•On Code Innovation.•Brand Extensions.

3D BRAND IDENTITY•Names.•Visual Identity.•Retail/Packaging.•Corporate Office Environment.4D COMMUNICATION

• Advertising/Public Relations.• Promotions and Collaterals.• Newsletters.

5D BRAND EXPERIENCE•Rituals/Staff Dialogue.•Point of Purchase (POP).•Sensorial Experience.

NOTE:MINDCODE DOES NOT PRODUCE ALL THE ABOVE ACTIVITIES BUT ACTS AS COACHING WORKING SIDE BY SIDE WITH THE CLIENT, PARTNERS, OR WITH OTHER THIRD PARTIES.

6D CODING: THE BRAND EXECUTION


CASE STUDIES OUR SUCCESS STORIES


fX MALL

Customer Segmentation Customer Driver Analysis

Ambiance Development Brand and Tenant Strategy Floors Zoning Strategy

Redefine the brand concept of fX Vertical Urban Mall by identifying significant customer drivers from different segments. The project’s goal was to build a relevant ecosystem to attract youth, women & families, and mature professional male target audience to spend their time at fX.


AXISMOBILE TELECOMMUNICATION

Brand Guideline Development

Recruitment Communication

Corporate Image

We designed simple and concise brand guidelines for AXIS, as a foundation to implement the strategy across the company. We also developed recruitment advertising content for AXIS HR Department to attract talented and qualified young professionals to work with the company, by communicating AXIS as a young innovative company that valued young talent and understood their needs. The workplace reflected a work environment that mirrored Silicon Valley culture of open-space, egalitarian space that induced and encouraged open communication and collaboration. The recruitment Ad successfully attracted over 3,000 applicants in 2 weeks.


MIXMAXREADY TO DRINK VODKA

Brand Personality Workshop

Digital Maintenance Digital Monitoring

We helped the brand 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. The fans shared their exciting experience with Mix Max vodka through facebook photos, and the brand organically gained popularity through the customer-driven digital exposure.


ONE SHOTREADY TO DRINK TEQUILA

Customer Feedback Survey

Creative Campaign Microsite

Brand Variants Marketing Collateral Product Packaging

We helped our client conduct a market testing toward the flavor, brand identity and packaging design, and the overall brand concept. We also developed the brand ritual and engagement that was culturally “On Code” with the market.


SABRITASPOTATO CHIPSMindcode’s findings served as a platform for the Master Brand National Campaign. We helped our client decode the local Culture Codes to build the relevant Brandgenetics (Brand DNA), and create compelling advertising content that connects with the Hispanic market.

Brand Genetics Development

Campaign Advertising

Customer Analysis


DANONEREADY TO DRINK YOGHURT

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

teens

Product Packaging Brand Character

We helped Danone obtain a deeper understanding of the consumer through in-depth consumer research. Furthermore, we developed new on-code cultural findings that were successful in bringing new excitement to the market through improved product packaging and brand character that was relevant with youth. The packaging accommodated the energetic youth market that was always “on the go”.


ANDARES UPSCALE MALL,GUADALAJARA, MEXICO

Brand Genetics Development Brand Environment

Consumer Research

We helped Andares develop Brandgenetics (Brand DNA) that were “On-Code” with the Mexican market. Prior to the Brandgenetics, Mindcode conducted an in-depth market observation to find the elements for European and North American malls that connected with the local culture. As a result, Andares was awarded an international innovation recognition for its incredible on-site brand experience.

Mindcode Indonesia

Dian Hasan +62 811 773 [email protected]

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

Please feel free to contact us:

Thank you for your attention, we look forward to solving your business and brand challenge.

mailto:[email protected]

CONFIDENTIAL

Dian HasanNational Partner, Brand Story Teller

Dian Hasan is a San Diego-based Brand Storyteller and Business Innovator at Mindcode USA, a US-based Innovation, Brand Strategy & Consumer Behavior Research Co. He has worked with clients in the US, Mexico, Argentina, and Indonesia, across diverse industries.

Dian spearheaded Mindcode’s foray into Asia, via Indonesia.

Before joining Mindcode, he was with EMI Music Asia in Jakarta, where as a Managing Director, he operated during the challenging Asian Crisis (1998) when the local currency depreciated 80% against the US$. Prior to that Dian was with Amanresorts (pioneers of boutique hotels in Asia), The Four Seasons New York, American Express, The United Nations Headquarters in New York, and Coopers & Lybrand Rotterdam, The Netherlands.

Dian is an avid blogger and contributor on Innovation & Branding, Social Responsibility, Ecotourism & Culture, through his blog “Ideas Inspiring Innovation” and others.

Dian holds an MSc. In Hospitality & Real Estate Studies from NYU, and a BA in Finance and Accounting from University of Indonesia.

in good times and bad, branding will make you or break you

Business

brand architecture

brand meaning

admired brand

brand value

brand strategies

bigger brand

brand warfare

weaker brand