MINDCODE, Innovation + Brand Strategy + Consumer Behavior + Brand-Building across Cultures

1. México USA Colombia Argentina Bolivia Indonesia

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

3. PARTIAL CLIENT LIST

4. Our mission: increase your brand value (READ: make your brand the chosen one)

5. How people perceive value?

7. $$$ SYMBOLIC VALUE BRAND VALUE $$ EMOTIONAL VALUE FUNCTIONAL VALUE $

8. Mimic Mom: Be like Mom SYMBOLIC VALUE BRAND VALUE Fashion Hair do Accesories Make up Affordable Multiple Roles Mom-daughter bonding Caregiver Fun woman role-learning Be loved Mature Be good EMOTIONAL VALUE FUNCTIONAL VALUE Barbie case

9. Expanded World: Be a Pop Star SYMBOLIC VALUE BRAND VALUE Fashion Hair do Accesories Make up Affordable Multiple Roles Feel like an idol Seductive Sexy Trend setter Young Be admired EMOTIONAL VALUE FUNCTIONAL VALUE Bratz case

10. People value more what things mean than what things are.

11. Perception of value (read brand preference) is affected by the meaning people build upon a product or a brand.

12. OUUUCH! Traditional business theory has consistently sustained that managing prices generates profits, but it doesn’t say anything about the profitability of managing symbols.

13. “LOVE IS...” Foto: Cortesía M. López “family” “couple” “care” “adventure” “stability”

14. THIS IS THE CODE! “stability” “family” “couple” “care” “adventure” Foto: Getty Images

15. Same concept, different meaning? Let’s talk cultural codes…

16. A+R= ON-CODE + ATRACTIVE OFF-CODE ON-CODE “Diet” Symbolically means “my private life”. Affects the consumer self esteem. Culturally OFF CODE RELEVANT - + “Light” Symbolically means “I am an active person”, “I take care of my body”. Culturally ON CODE Target:Mexicans, SEL B, C+, C, D+ Youngs, Young Adults, Adults - Women, Diet vs. Light meaning & Cultural Codes

17. If you want to change the brand value, influence consumption, increase usage… change your brand’s symbolic value!

18. How to build symbolic value? (The scientific approach)

19. we have 3 brains Dr. Paul D. MacLean 1913-2007

20. Rational Logical Analytical 3 Cortex 3 brain branding The cortex I bought an IBM because I got the most features for the least expense.

21. Emotional Self-Esteem Nurturing 3 brain branding The limbic 2 Limbic I always buy L’Oréal because it makes me feel beautiful.

22. Primal Instinct Predatory Survival 3 brain branding The reptile Reptile 1 "He said some very harsh words…. Words that were several times harsher than acts. They were words that touch the innermost parts of me. Very personal things, my mother, my sister.

23. How to use this knowledge into a coherent business model?

25. A powerful tool to understand the brand’s different meanings and to align the team vision.

26. A powerful tool to take On-Code brand decisions across different cultural codes.

28. LIMBIC GENE Provides emotional equity CORTEX GENE Provides trust & credibility Value American icon PRODUCT BOUNDARY Enjoy Life! REPTILIAN GENE Provides emotional equity + major brand equity Lights me up Endless themes Endless themes BRAND BOUNDARY White Bears Mindcode developed this Brandgenetic to show a Coke competitor why the brand has a stronger symbolic+emotional superiority and to understand how Coke is building value.

29. Success Stories Ways you can innovate and improve your bottom line using the brandgenetic.

31. Born with a stron positionig platform

32. Be accepted faster than traditional timeframeSUCCESS STORY DEVELOPING A NEW BRAND FROM A-Z BRANDGENETIC BOOK: provided guidelines for the brand experience, design language (architecture, interior/décor), and recommended environmental approach. POWERFUL + SEDUCTIVE NEW BRAND COMPETITIVE GRID ANALYSIS Foto: Eduardo Caccia Cuervo 13, Tequila + Taurina

34. Avoid unnecessary spending and risks

35. Know how your brand will be perceived by the targetSUCCESS STORY TESTING AN ALREADY DESIGNED BRAND BEFORE LAUNCHING IT PRE-TEST DEFINE YOUR MEANINGS USAGE, ATTITUDE AND RITUALS Foto: Eduardo Caccia One Shot, flavored tequila shots, new brand, Houston Tx

37. Sales went up inmediately

38. Developed new brand identity

39. Developed poweful advertising campaingSUCCESS STORY REPOSITIONING AN EXISTING BRAND BRIFIEF DESIGNERS AND AD AGENCIES GAVE BRIEF TO THE AD AGENCY BEFORE: BORING AFTER: FUN! HELPED TO TAKE A DESIGN DECISION CREATED RELEVANT BRAND ACTIVATION AWESOME NEW BRAND EXTENSIONS Sauza Hacienda, Beam Global, Mexico

41. LESS STRESS, MORE EFFICENCY FROM AD AGENCY

42. HAVE A COMMUNICATION FORMULA THAT WORKS SUCCESS STORY DEFINE NEW BRAND POSITIONING

44. MASTER YOUR POSITIONING

45. INNOVATE ON-CODEThree 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. Foto: Eduardo Caccia Lawry’s success case, Beverly Hills, CA

47. BETTER POSITIONINGSource: Nextel Mexico. Callouts by Mindcode Foto: Eduardo Caccia Nextel positioning strategy, Mexico.

49. MORE REASONS TO BUY THE BRAND

50. DEEPER UNDERSTANDING OF THE CONSUMERActivia: new On-Code cultural findings prove mixes that work! 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 Foto: Eduardo Caccia Dannon

52. AWARDED AN INTERNATIONAL INNOVATION RECOGNITION

53. INCREDIBLE ON-SITE BRAND EXPERIENCE Brandgenetic Book: an strong innovation & brand experience guide European street vibrancy DNA adopted and executed Foto: Eduardo Caccia Andares shopping center, Guadalajara, Mexico

55. BUILD A PROJECT WITH A STRONG BRAND PROMISE

56. KNOW WHERE TO PUT YOUR HARD-EARNED DOLLARSNEW MARKET SEGMENTATION Brandgenetic Book: provided guidelines for the brand experience, design language (architecture, interior/décor), and recommended environmental approach. POWERFUL COMPETITVE GRID & DIFFERENTATION STATEMENT Foto: Eduardo Caccia Chemuyil, Riviera Maya

58. DEVELOP THEIR INNOVATION CAPABILITIES

59. EMPOWER THEM TO BECOME PROUD BRAND AMBASSADORSFoto: Eduardo Caccia Mindcode Innovation Workshops

61. ALIGN CORPORATE VISION

62. EXECUTE MEMORABLE ADSMindcode’s findings served as a platform for the master brand national campaign Foto: Eduardo Caccia Frito Lay discovering its brandgenetic

64. More than 600 projects completed.

65. 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.

66. Our research methodology has a scientific foundation based on the Triune Brain theory.

67. Use of social anthropology, psychology, sociology and semiotics for multi-skilled analysis.

68. Business oriented and marketing savvy.

69. Developed Brandgenetic tool for a deeper understanding of your target and to unify the brand vision across all members of the company.

70. Extensive experience in Hispanic research in Latin America.