casc2011 pscyhology of visual merchandising_dian hasan_jkt_nov 2011_vf

The Psychology of Visual MerchandisingDian Hasan – Brand Story Teller, Mindcode, San Diego, CA, USA

And the icon who understood it perfectly…

The visual part of merchandising is a key element of Retail Branding

The Apple Store is an integral part of the Apple Brand Experience. The hip factor that characterizes Apple Products are extended into street-level through the store. Blended with Apple’s corporate culture characterized by friendly, care-free and egalitarian service, deliveredby mostly youthful-looking staff,some of whom look like surfer dudes and cool geeks.

An interesting fact about this brand’s journey…

All Apple Store staff have excellent product knowledge, dressed in plain Apple T-shirts. And any more technical problems are dealt with at the Genius Bar. Technology doesn’t get more democratic than this!

An interesting fact about this brand’s journey…

An understanding of Branding is absolutely essential for the

survival of your business.

It’s all about…

EXPERIENCEApple doesn’t sell you computers, they sell you an experience.

PARTIAL CLIENT LIST

USA

Mexico

Colombia

Peru

Argentina

IndonesiaBolivia

Is your brand ON code?

USA

Mexico

Colombia

Peru

Argentina

IndonesiaBolivia

Mindcode prides itself in its collective pool of global resources with professional expertise and experience in:

• Brand Strategy• Design Strategy• Innovation• Brand Positioning• Marketing• Anthropology• Psychology

• Consumer Behavior• Social Media Communications• Semiotics (Cultural Decoding)• Ethnography• Brand Storytelling• Neuro-Science• Neuro-Marketing


If it isn’t… your market share could become your nightmare

Make your brand the chosen one


How We Do It

Framework

1.

Consumer Psychology, Culture, Visual Meaning.

Discover

2.

Research Programs to gain deeper insights into Consumer Behavior and Culture.

Create

3.

Create strategy using Semiotics, Sensorial Stimuli, Visual Linguistic, Sensorial Expression.

Deploy

4.

Strategy for brands, products and communi-cations. Work-shops, Social Media, Brand Management.


1. Me-too-ism 2. Profit-oriented ONLY 3. Impatient4. Price competition trumps all 5. Build it and they will come

Common Mistakes Asian Brands Make:


The majority of Asian brand builders are notorious for disregarding the power of branding, still clinging on to the "romance" of low cost advantage/price war.


We are here to point out potential challenge areas and present solutions.

This is a short-term strategy that will NOT build brands in the long run. You must go beyond FUNCTIONALITY and tap into the EMOTION of your customers.

To understand retail branding you need to look to these brands for inspiration & learning:


LEFT BRAIN is where logic & analytics reside. This is our conscious mind.RIGHT BRAIN is where illogical thinking & creativity reside. This is our unconscious

mind.It is also where most buying decisions are made.

LEFT BRAIN vs. RIGHT BRAIN


Bangkok Kuala Lumpur Kuala Lumpur

Manila

Manila SingaporeSingapore Kuala Lumpur

Kuala Lumpur

Bangkok

BangkokKuala Lumpur

Singapore

Jakarta

Singapore Singapore Singapore

Singapore Singapore Singapore

Jakarta Jakarta Jakarta

Jakarta

In a market saturated with multiple players, how do you position yourself to become the chosen one?

Jakarta’s Future Competitive Landscape

Kuningan City Kuningan City Ciputra World Kota Kasablanka

How do you differentiate

yourself against

Pacific Place?

What’s your USP

compared to Plaza

Indonesia?

How do you differ from Gandaria

City?

What makes you unique

to Plaza Senayan?

What We Do

Brand Development

1.

Brand Experience

2.

3.Communi-cations & Social Media

Innovation Strategy

5.

Consumer & Cultural Insights

6.

4.Design Strategy

Concept Testing & Evaluation

7.

Brand Storytelling

8.


Our Portfolio:

Our Portfolio:

BUILD IT ON-CODE!

Andares shopping center, Guadalajara, Mexico

Foto: Eduardo Caccia

Brandgenetic Book: an strong innovation & brand experience guide

European street vibrancy DNA adopted and put into action

BETTER SHOPPING CENTER IN MEXICO AWARDED AN INTERNATIONAL INNOVATION RECOGNITION

INCREDIBLE ON-SITE BRAND EXPERIENCE

Is your brand ON code?What We Do

DIFFERENTIATE & CREATE VALUE

Chemuyil, Riviera Maya


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.


ALIGN YOUR MESSAGE

Communication matrix for Caribe Cooler.


SAVVY AD EXPENDING LESS STRESS, MORE EFFICENCY HAVE A FORMULA THAT WORKS


BOOST YOUR TEAM POTENTIAL

Mindcode Innovation Workshops


CREATE A FUN LEARNING ENVIRONMENT DEVELOP THEIR INNOVATION CAPABILITIES EMPOWER THEM TO BECOME PROUD BRAND AMBASSADORS


BRAND IDENTITY DEVELOPMENT


MINIAPOLIS

MAIN IDENTITY


MINIAPOLIS

SUB IDENTITIES


MINIAPOLIS

ENVIRONMENTAL IDENTITY


fX HAS HAD HIGH AWARENESS (in the past) BUT DID NOT TRANSLATE INTO SIGNIFICANT TRANSACTIONS (impact tenants’ sales)

PURSUING THE NEW CUSTOMER:Connecting w/ Communities via Social Media


WOMEN AND FAMILY

1 2

3MATURE MEN

HIPSTERS

specialty store

crowd

specialty store

children

specialty store

crowddept. store

restaurant

dept. store

cafe


THE GOODS DEPARTMENT

EVERYBODY SAYS DO IT YOURSELF

www.thinkingroominc.com

EXPAND THE BUSINESS

Dannon


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


KNOW WHY THEY LOVE YOU!

Lawry’s success case, Beverly Hills, CA


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


DIAN HASAN

Empowering Brands through Culture

Dian Hasan has always seen himself as a curious creature, stemming from his own unique cultural background, the result of the union of a Czech mother and an Indonesian father. Growing up across four continents and vast cultural differences, has molded him into a global citizen aware of his immediate surroundings. Prague, Jakarta, Sydney, Rotterdam, New York, Singapore, through to San Diego today, have all left an indelible imprint of culturally-specific places.

He brings his cultural sensitivity to his work in Innovation & Brand Strategy. Always considering the sheer importance of being “On-Code” and in harmony with the local culture.

The Speaker Dian Hasan is a San Diego-based Brand Storyteller and Business Innovator at Mindcode (www.mindcode), a US-based Innovation, Brand Strategy & Consumer Behavior Research Co. He has worked with clients in the US, Mexico, Argenti-na, 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:www.dianhasan.wordpress.com; www.enchantingeden.wordpress.com;www.uniquetravel-destinations.wordpress.com; www.endangerededen.wordpress.com; www.frangiaecochic.wordpress.com

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

Identifying Innovation & Building Brands through an innate Cultural Understanding

In our globalized world of today, cultures mesh and evolve, but the true cultural identity remains intact. And successful brands are those that acknowledge and work within this fascinating realm.

Dian Hasan

email: [email protected]

twitter: @dianhasansd

facebook: dianhasan

Linkedin: dianhasan

skype: dianhasansd

blog: www.dianhasan.wordpress.comIdeas Inspiring Innovation

http://www.mindcode/

http://www.dianhasan.wordpress.com/

http://www.enchantingeden.wordpress.com/

http://www.uniquetraveldestinations.wordpress.com/

http://www.uniquetraveldestinations.wordpress.com/

http://www.endangerededen.wordpress.com/

http://www.frangiaecochic.wordpress.com/

mailto:[email protected]

http://www.dianhasan.wordpress.com/

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.


casc2011 pscyhology of visual merchandising_dian hasan_jkt_nov 2011_vf

Business

san diego

social media

innovation

eduardo caccia

interesting

brand strategy

deeper understanding

brand positioning