This is how we go about creating better performing brand systems. It is how we take brand thinking and turn it into real world practical application and performance for your business

1. Brand
Systemics
Brand Systemics 1

2. We help strategic thinkers turn their
big scary dreams into ingenious ideas
that inspire and thrive.
These are the ideas that end up
changing the world.
This is what we do, this is why we exist.
Brand Systemics 2

3. Dream
IdeateThrive
Human
Centred &
Inspired
Certainty
Performance
Brand Systemics 3
Our strategic process

4. We help people dream
bigger dreams that are more
human inspired, i.e. helping
them realise and visualise
how their dream can make a
difference in the world or in
someone’s life.
We help people ideate their
dreams with greater certainty,
focus and clarity.
We help people’s dreams and
ideas thrive, inspire and
become infectious. We help
to give their dreams the
ability to perform and have
impact in the world.
Brand Systemics 4
How we help strategic thinkers
Dream Ideate Thrive

5. Product:
Theoretical platform:
Brand Systemics is a systemic thinking inspired
methodology we use to translate brand thinking into
practical, real world business systems thinking that can
generate consistent growth for a business by ensuring
the brand is functioning as a sustainable systemic unit
– this ensures viability, efficiency and coherence
Design Thinking + Systemic Thinking
Brand Systemics 5

6. Scenario
Planning
Methodology
Ecosystem
Insights
Methodology
Design Thinking
Methodology to
help us construct
human centred
brands
Narrative,
Semiotics,
Artefacts and
Rituals
Methodology
Systemic Thinking
Methodology to turn
brand thinking into a
functioning and
healthy system
Systemic Thinking
Methodology that
helps us to define and
solve complex system
problems
Out multi tiered
strategic methodology
that focuses on
building memory
structure, attachment
and long term
behaviour change
Brand Systemics 6
The products we use to make our process more effective and scientific

7. Document Road Map
This will be of
interest to you
when…
What is this?
Why does it
exist?
What does it
do?
Why should it
matter to you?
1 2 3 4 5
Brand Systemics 7

8. This will be of interest to you when…1
# Loss of margin and profitability
# Loss of marketshare YOY against competitors
# Not hitting brand targets or achievement of brand building objectives
# Your brand is not functioning optimally, i.e. lack in message consistency,
disconnect between brand experience and communication
# Loss of brand consideration, attachment and brand salience
# Brand is getting lost in marketing clutter
# Brand is not performing at point of purchase
You need to consider Brand Systemics when you experience and see the
following patterns in regards to your brand(s).
Brand Systemics 8

9. The fact is that your brand is a system that operates in a very complex and unforgiving
ecosystem. As a result we have developed a brand optimisation methodology we call
Brand Systemics – this methodology views your brand as a system that is either
performing optimally or non-optimally.
If your brand is a system, it means that it needs to operate according to specific rules in order to
either increase performance or at least perform at a stable level within the Ecosystem.
What is this?2
The modern brand environment is far
too complex and competitive to view
your brand as mere mask, message or
set of artefacts and symbols. Your brand
is a system of meaning and value that is
comprised out of a whole range of
interrelated components and parts that
could wreak havoc on your brand
performance if not optimally utilised or
defined
Brand
Systemics
Brand Systemics 9

10. The Why of Brand Systemics?3
The modern brand ecosystem is an exceptionally unforgiving place to operate in. Within
this ecosystem your brand is assaulted by a multitude of market forces and drivers that it
needs to absorb, observe, orientate around and effectively act against or with.
Therefore it is becoming essential to view your brand as a system - we define it as a
system of meaning & value. This system needs to outperform the other competing or
substitute systems that stakeholders can use in place of your brand. The system
therefore needs to perform optimally, be structurally sound, be resilient and dynamic in
nature, i.e. evolution and innovation ready
As a result using systemic thinking and theory of constraints thinking we have developed
Brand Systemics. Brand Systemics helps you to define and build a better brand system
that can help your business to better perform within its market ecosystem.
Brand Systemics 10

11. Your
Brand
System
Brand
Substitutes
Audiences/
Stakeholders
Society
Brand Ecosystem
Brand Systemics 11

12. What does it do?4
If applied correctly, Brand Systemics can
help to increase the performance of your
brand within its Ecosystem.
We start out by understanding the
Ecosystem the brand operates within
and how your brand is currently
performing within that ecosystem.
The end result is then to define what the
optimal brand system needs to look like
in order to effectively compete and thrive
within the ecosystem. I.e. what does
your brand system need to look like and
according to what systemic rules does it
need to operate in order to be
successful.
Brand Systemics 12

13. 5
The modern brand ecosystem is a scary
place the operating within.
The Brand construct is quickly becoming one of the biggest business operating
investments as well as one of the biggest sources of share equity growth and investor
ROI.
It is therefore essential to ensure that the way your brand is functioning is optimal,
efficient and viable in order for it to grow and thrive. In a market place that is becoming
ever increasingly competitive, you need to maximise and optimise every single element
of your brand.
Why does Brand Systemics matter?
Brand Systemics 13

14. Andre le Roux is a Strategist, Mentor and brand Theorist who has been working in the brand strategy industry
for more than 10 years. He is passionate about the science of strategy. He has a B.A. in Industrial Psychology
and an Higher Diploma in IMC. Andre likes to think of himself as a systemic brand thinker that is constantly
searching for new and more scientific ways to create more powerful and impactful brands that truly will add
value to the lives of all stakeholders.
Andre Le Roux
072 387 2079
andre@mercuryone.co.za
Thys de Beer
082 565 5508
Thys@vegaschool.com
Thys de Beer is an admitted advocate (non-practising) the head of brand Strategy at Vega School of Brand
Leadership, as well as the head of the Honours in Brand Leadership at Vega Cape Town. He has been in the
industry for over 10 years and he has recently completed his Master’s Degree researching the role of design
thinking in brand strategy.
Thys is an intellectual that is looking to change people’s perceptions about the power of the brand.
“I am an Alchemist; I love the power of collaboration and discovering insights that help to build authentic brands”
“I am a thinker and explorer and I love to find new ways of building better brands through using systemic thinking.”
Brand Systemics 14

15. Brand
Systemics
Please Note that all information contained in this presentation is proprietary and remains the property of the owners [Andre le Roux and
Thys de Beer] – all rights reserved. Information can only be shared if written consent is given by owners
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