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, 2013
In good times and bad, branding will make you or break you
1. In Good Times & Bad:
Branding will Make You or
Break You
By: Dian Hasan
Mindcode Brand Strategy + Innovation
USA | Mexico | Jakarta
Colomiba | Peru | Argentina | Bolivia
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2. 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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3. Let’s look at some brands,
and their brand journeys
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4. Brands on the verge of Dying
Remember
this brand?
Not long ago
the 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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5. Brands on the verge of Dying or becoming Irrelevant
These other
brands were
once
admired…
For their
cutting
edge technology &
innovation
Are
they
still
relevant?
Do they still
communicate
the same Brand
Message?
Do customers
still connect
with these
Brands emotionally?
Brand warfare
is inveitable.
And applies to
ALL BRANDS!
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6. Brands on the verge of Dying
While other
Brands have
died or have
lost their
way
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7. 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
Today that
title belongs to
this Brand
Samsung
even makes
some of Sony’s
TV sets
NO BRAND
OPERATES
IN A
VACUUM
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8. CASE STUDY: Asian-bred Brands for Asian/Global Markets
Once the
world’s most
profitable airline.
Still “A Great Way
to Fly”?
New
competition
from Emirates,
& the rebranded
Garuda
Air Asia has
less planes than
Lion Air, but is the
bigger Brand.
How come?
NO BRAND
OPERATES
IN A
VACUUM
5 years ago,
Garuda wasn’t
taken seriously.
Today the brand is
gaining new
respect
Lion has
more planes, but
is a weaker brand.
Lacks Brand
Personality &
safety record
The
Answer
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9. 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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10. 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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11. 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
Indonesian
donut café J.Co
studied Asian
tastes…
The taste
wasn’t well
received by
Asian
tastebuds.
Creating
donuts that
suited the Asia’s
sweet tooth
J.Co’s
Innovation
expanded into
Café and Fro-Yo
today.
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12. CASE STUDY: Asian-bred Brands for Asian/Global Markets
HERMES
Created Shang
Xia Luxury Brand
for the Chinese
Market
Indonesianbased ROPPAN:
creating a
Japanese cafe
perception
Singaporebased BREAD
TALK is a major
REGIONAL
BRAND today
Asian Brands
are quickly
learning the art
Branding
Asian Brands
for the Asian &
Global Markets
come from
anwhere
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13. Brand Architecture: Real Estate/Property Development Portfolio
(Case Study Sample: Ayala Land, The Philippines)
Upscale
Lower
to Middle
Midscale
Diff
Segment
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14. Brand Architecture: Real Estate/Property Development Portfolio
(Case Study Sample: Ayala Land, The Philippines)
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15. Brand Architecture: Real Estate/Property Development Portfolio
(Case Study Sample: Ayala Land, The Philippines)
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16. Brand Architecture: Real Estate/Property Development Portfolio
(Case Study Sample: Capital Land, Singapore)
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17. It all occurs
in the mind!
Not yours!
But your
customers‘
Involving
your
customers’
feelings/em
otions.
NOT yours!
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18. Again, it all
occurs in
the mind!
Positioning
means
being
distinctively
different
from your
competitors
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20. ABOUT US
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,
Founded in 1999, more thanprofound understanding of
600 projects completed.their markets through both
Under PT. Applied Logic &quantitative and qualitative
Innovation, Mindcode Indonesiaresearch methodologies.
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 MorrisSampoerna, Orang Tua Group,
AXIS Telecommunications, fX
Mall.
Extensive experience through
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23. Brand is Contextual:
Diet Coke in Mexico
ATTRACTIVE
+
OFF CODE
“DIET”
Symbolically means “my private life”.
Affects the consumer’s self esteem.
Culturally OFF CODE
ON CODE
RELEVANT
-
+
“LIGHT”
Symbolically means “I am an active
person”, “I take care of my body”.
Culturally ON CODE
Result: for the Mexican market, Diet Coke
was changed to Coca Cola Light for a
meaning is more “On Code”
Women, Diet vs. Light meaning & Cultural Codes
Target: Mexicans,
SEL B, C+, C, D+
Youngs, Young
Adults, Adults
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25. Brand is Contextual:
BBM as Social Connectors
ATTRACTIVE
+
OFF CODE
“BUSINESS SMARTPHONE”
Symbolically means “Business
Connectors”. Blackberry originated as
a business smartphone in other
countries around the world.
ON CODE
RELEVANT Culturally OFF 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
Business Phone vs. Social Updates, To Be Seen
Target:
Indonesians, SES
A,B,C
Teens, Youngs,
Young Adults
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26. Brand is Contextual:
McDonald’s Rice
ATTRACTIVE
+
“FRENCH FRIES”
Symbolically means “Additional Food”.
Indonesian people usually eat fries as
complementary food.
ON CODE
OFF CODE
Culturally OFF CODE
RELEVANT
-
+
“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
French Fries vs. Rice
Target:
Indonesians, SES
A,B
Youngs, Young
Adults, Family
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27. Brand is Contextual:
711 as Community Hub
ATTRACTIVE
+
“CONVENIENCE STORE”
Symbolically means “Convenience”.
7-Eleven is an easy and convenient
24-hour retail store in other countries.
ON CODE
OFF CODE
Culturally OFF CODE
RELEVANT
-
+
“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 vs. Hangout
Target:
Indonesians, SES
A,B,C
Teens,Youngs
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35. A Family goes
beyond one’s
immediate
family and may
include
Grandparents,
Uncles &
Aunts, Cousins,
In-Laws, etc.
CULTURAL CODES:
INDONESIAN FAMILY
Extended
Family
Maintaining
good relations
between
family
members is
very
important for
Indonesians.
“Silaturahmi”So
cial Bond
Maintenance
Tool
Food as Family
Bond & Social
Lubricant
FAMILY
CODES
“Bakti” Respect
& Toward Duty
Toward the
Elderly
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.
“Restu” &
Seeking
Permission &
Blessing
In Indonesia, it’s
customary for a
family member to
seek permission
and blessing
(restu) before
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.
Indonesians 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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36. CULTURAL ON CODE BRANDGENETICS
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.
FAMILY
CODE
Love
Technology
Savviness
Togetherness
Respect
Extended Family
Relationship
FAMILY
Bakti
Connected
Lifestyle
Survival
DIVERSITY
(The Strong Indonesian
Values)
Caring
Social Class
(Uniqueness of Segments)
THE BEST
BANK FOR
INDONESIAN
FAMILIES
Multi
Solution
Safety
Reliable
SAVING
&
LOANS
THE
CHOSEN ONE
Best Product
and Services
Future
Investment
Convenience
Social Status
High Return
CONFIDENTIAL
47. Please feel free to contact us:
Mindcode Indonesia
Dian Hasan
+62 811 773 893
dianhasan@gmail.com
Jl. Kemang Raya No.3, 2nd Floor, Kemang Point Building, Jakarta 12730
Thank you for your
attention, we
look forward to
solving your
business and
brand challenge.
48. 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
into Asia, via Indonesia.
Dian Hasan
National Partner, Brand Story Teller
foray
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.
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