Brand

Systemics

Brand Systemics 1

We help strategic thinkers turn their

big scary dreams into ingenious ideas

that inspire and thrive.

These are the ideas that end up

changing the world.

This is what we do, this is why we exist.

Brand Systemics 2

Dream

Ideate Thrive

Human

Centred &

Inspired

Certainty

Performance

Brand Systemics 3

Our strategic process

We help people dream

bigger dreams that are more

human inspired, i.e. helping

them realise and visualise

how their dream can make a

difference in the world or in

someone’s life.

We help people ideate their

dreams with greater certainty,

focus and clarity.

We help people’s dreams and

ideas thrive, inspire and

become infectious. We help

to give their dreams the

ability to perform and have

impact in the world.

Brand Systemics 4

How we help strategic thinkers

Dream Ideate Thrive

Product:

Theoretical platform:

Brand Systemics is a systemic thinking inspired

methodology we use to translate brand thinking into

practical, real world business systems thinking that can

generate consistent growth for a business by ensuring

the brand is functioning as a sustainable systemic unit

– this ensures viability, efficiency and coherence

Design Thinking + Systemic Thinking

Brand Systemics 5

Scenario

Planning

Methodology

Ecosystem

Insights

Methodology

Design Thinking

Methodology to

help us construct

human centred

brands

Narrative,

Semiotics,

Artefacts and

Rituals

Methodology

Systemic Thinking

Methodology to turn

brand thinking into a

functioning and

healthy system

Systemic Thinking

Methodology that

helps us to define and

solve complex system

problems

Out multi tiered

strategic methodology

that focuses on

building memory

structure, attachment

and long term

behaviour change

Brand Systemics 6

The products we use to make our process more effective and scientific

Document Road Map

This will be of

interest to you when…

What is this? Why does it

exist? What does it

do? Why should it matter to you?

1 2 3 4 5

Brand Systemics 7

This will be of interest to you when… 1

# Loss of margin and profitability

# Loss of marketshare YOY against competitors

# Not hitting brand targets or achievement of brand building objectives

# Your brand is not functioning optimally, i.e. lack in message consistency,

disconnect between brand experience and communication

# Loss of brand consideration, attachment and brand salience

# Brand is getting lost in marketing clutter

# Brand is not performing at point of purchase

You need to consider Brand Systemics when you experience and see the

following patterns in regards to your brand(s).

Brand Systemics 8

The fact is that your brand is a system that operates in a very complex and unforgiving

ecosystem. As a result we have developed a brand optimisation methodology we call

Brand Systemics – this methodology views your brand as a system that is either

performing optimally or non-optimally.

If your brand is a system, it means that it needs to operate according to specific rules in order to

either increase performance or at least perform at a stable level within the Ecosystem.

What is this? 2

The modern brand environment is far

too complex and competitive to view

your brand as mere mask, message or

set of artefacts and symbols. Your brand

is a system of meaning and value that is

comprised out of a whole range of

interrelated components and parts that

could wreak havoc on your brand

performance if not optimally utilised or

defined

Brand

Systemics

Brand Systemics 9

The Why of Brand Systemics? 3

The modern brand ecosystem is an exceptionally unforgiving place to operate in. Within

this ecosystem your brand is assaulted by a multitude of market forces and drivers that it

needs to absorb, observe, orientate around and effectively act against or with.

Therefore it is becoming essential to view your brand as a system - we define it as a

system of meaning & value. This system needs to outperform the other competing or

substitute systems that stakeholders can use in place of your brand. The system

therefore needs to perform optimally, be structurally sound, be resilient and dynamic in

nature, i.e. evolution and innovation ready

As a result using systemic thinking and theory of constraints thinking we have developed

Brand Systemics. Brand Systemics helps you to define and build a better brand system

that can help your business to better perform within its market ecosystem.

Brand Systemics 10

Your

Brand System

Brand Substitutes

Audiences/ Stakeholders

Society

Brand Ecosystem

Brand Systemics 11

What does it do? 4

If applied correctly, Brand Systemics can

help to increase the performance of your

brand within its Ecosystem.

We start out by understanding the

Ecosystem the brand operates within

and how your brand is currently

performing within that ecosystem.

The end result is then to define what the

optimal brand system needs to look like

in order to effectively compete and thrive

within the ecosystem. I.e. what does

your brand system need to look like and

according to what systemic rules does it

need to operate in order to be

successful.

Brand Systemics 12

5

The modern brand ecosystem is a scary

place the operating within.

The Brand construct is quickly becoming one of the biggest business operating

investments as well as one of the biggest sources of share equity growth and investor

ROI.

It is therefore essential to ensure that the way your brand is functioning is optimal,

efficient and viable in order for it to grow and thrive. In a market place that is becoming

ever increasingly competitive, you need to maximise and optimise every single element

of your brand.

Why does Brand Systemics matter?

Brand Systemics 13

Andre le Roux is a Strategist, Mentor and brand Theorist who has been working in the brand strategy industry

for more than 10 years. He is passionate about the science of strategy. He has a B.A. in Industrial Psychology

and an Higher Diploma in IMC. Andre likes to think of himself as a systemic brand thinker that is constantly

searching for new and more scientific ways to create more powerful and impactful brands that truly will add

value to the lives of all stakeholders.

Andre Le Roux

072 387 2079 andre@mercuryone.co.za

Thys de Beer

082 565 5508 Thys@vegaschool.com

Thys de Beer is an admitted advocate (non-practising) the head of brand Strategy at Vega School of Brand

Leadership, as well as the head of the Honours in Brand Leadership at Vega Cape Town. He has been in the

industry for over 10 years and he has recently completed his Master’s Degree researching the role of design

thinking in brand strategy.

Thys is an intellectual that is looking to change people’s perceptions about the power of the brand.

“I am an Alchemist; I love the power of collaboration and discovering insights that help to build authentic brands”

“I am a thinker and explorer and I love to find new ways of building better brands through using systemic thinking.”

Brand Systemics 14

Brand

Systemics

Please Note that all information contained in this presentation is proprietary and remains the property of the owners [Andre le Roux and Thys de Beer] – all rights reserved. Information can only be shared if written consent is given by owners

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