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The Psychology of Visual MerchandisingDian Hasan – Brand Story Teller, Mindcode, San Diego, CA, USA
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And the icon who understood it perfectly…
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The visual part of merchandising is a key element of Retail Branding
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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…
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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…
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An understanding of Branding is absolutely essential for the
survival of your business.
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It’s all about…
EXPERIENCEApple doesn’t sell you computers, they sell you an experience.
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PARTIAL CLIENT LIST
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USA
Mexico
Colombia
Peru
Argentina
IndonesiaBolivia
Is your brand ON code?
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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
Is your brand ON code?
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If it isn’t… your market share could become your nightmare
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Make your brand the chosen one
Is your brand ON code?
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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.
Is your brand ON code?
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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:
Is your brand ON code?
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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.
Is your brand ON code?
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.
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To understand retail branding you need to look to these brands for inspiration & learning:
Is your brand ON code?
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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
Is your brand ON code?
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Bangkok Kuala Lumpur Kuala Lumpur
Manila
Manila SingaporeSingapore Kuala Lumpur
Kuala Lumpur
Bangkok
BangkokKuala Lumpur
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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?
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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?
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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.
Is your brand ON code?
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Our Portfolio:
Our Portfolio:
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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
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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.
Is your brand ON code?
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ALIGN YOUR MESSAGE
Communication matrix for Caribe Cooler.
Foto: Eduardo Caccia
SAVVY AD EXPENDING LESS STRESS, MORE EFFICENCY HAVE A FORMULA THAT WORKS
Is your brand ON code?
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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
Is your brand ON code?
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BRAND IDENTITY DEVELOPMENT
Is your brand ON code?
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Is your brand ON code?
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Is your brand ON code?
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MINIAPOLIS
MAIN IDENTITY
Is your brand ON code?
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Is your brand ON code?
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MINIAPOLIS
SUB IDENTITIES
Is your brand ON code?
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Is your brand ON code?
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MINIAPOLIS
ENVIRONMENTAL IDENTITY
Is your brand ON code?
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Is your brand ON code?
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Is your brand ON code?
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Is your brand ON code?
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Is your brand ON code?
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Is your brand ON code?
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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
Is your brand ON code?
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WOMEN AND FAMILY
1 2
3MATURE MEN
HIPSTERS
specialty store
crowd
specialty store
children
specialty store
crowddept. store
restaurant
dept. store
cafe
Is your brand ON code?
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THE GOODS DEPARTMENT
EVERYBODY SAYS DO IT YOURSELF
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www.thinkingroominc.com
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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
Is your brand ON code?
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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
Is your brand ON code?
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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
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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.
Is your brand ON code?
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