in good times and bad, branding will make you or break you
DESCRIPTION
Presentation on the compelling role of Branding in business, and how it gives a company the edge to win the against the competition. They key is the ability for Brands to connect w/ customers on an emotional level. This was presented at the Asia Pacific Retail Conference 2013 in Jakarta, March, 2013TRANSCRIPT
CONFIDENTIAL
In Good Times & Bad: Branding will Make You or
Break You
By: Dian Hasan Mindcode Brand Strategy + Innovation
USA | Mexico | JakartaColomiba | Peru | Argentina | Bolivia
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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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CASE STUDY: Asian-bred Brands for Asian/Global Markets
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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CASE STUDY: Asian-bred Brands for Asian/Global Markets
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: 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
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
HOW TO MAKE YOUR BRAND ON CODE
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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.
CONFIDENTIAL
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
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
CASE STUDIES OUR SUCCESS STORIES
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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.
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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.
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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.
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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.
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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”.
CONFIDENTIALCredentials/January 2012©Mindcode Indonesia
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.
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.