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CASC2011 Pscyhology of Visual Merchandising_Dian Hasan_Jkt_Nov 2011_VF

  1. 1. The Psychology of Visual Merchandising Dian Hasan – Brand Story Teller, Mindcode, San Diego, CA, USA
  2. 2. And the icon who understood it perfectly…
  3. 6. The visual part of merchandising is a key element of Retail Branding
  4. 7. 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, delivered by mostly youthful-looking staff, some of whom look like surfer dudes and cool geeks. An interesting fact about this brand ’s journey…
  5. 8. 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…
  6. 9. An understanding of Branding is absolutely essential for the survival of your business.
  7. 10. It ’s all about… EXPERIENCE Apple doesn ’t sell you computers, they sell you an experience.
  9. 16. USA Mexico Colombia Peru Argentina Indonesia Bolivia Is your brand ON code?
  10. 17. USA Mexico Colombia Peru Argentina Indonesia Bolivia Mindcode prides itself in its collective pool of global resources with professional expertise and experience in: <ul><li>Brand Strategy </li></ul><ul><li>Design Strategy </li></ul><ul><li>Innovation </li></ul><ul><li>Brand Positioning </li></ul><ul><li>Marketing </li></ul><ul><li>Anthropology </li></ul><ul><li>Psychology </li></ul><ul><li>Consumer Behavior </li></ul><ul><li>Social Media Communications </li></ul><ul><li>Semiotics (Cultural Decoding) </li></ul><ul><li>Ethnography </li></ul><ul><li>Brand Storytelling </li></ul><ul><li>Neuro-Science </li></ul><ul><li>Neuro-Marketing </li></ul>Is your brand ON code?
  11. 18. If it isn ’t… your market share could become your nightmare
  12. 19. Make your brand the chosen one Is your brand ON code?
  13. 20. 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?
  14. 21. <ul><li>Me-too-ism </li></ul><ul><li>Profit-oriented ONLY </li></ul><ul><li>Impatient </li></ul><ul><li>Price competition trumps all </li></ul><ul><li>Build it and they will come </li></ul>Common Mistakes Asian Brands Make: Is your brand ON code?
  15. 22. <ul><ul><li>The majority of Asian brand builders are notorious for disregarding the power of branding, still clinging on to the &quot;romance&quot; of low cost advantage/price war. </li></ul></ul><ul><ul><li>We are here to point out potential challenge areas and present solutions. </li></ul></ul><ul><ul><li>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. </li></ul></ul>Is your brand ON code?
  16. 23. <ul><ul><li>To understand retail branding you need to look to these brands for inspiration & learning: </li></ul></ul>Is your brand ON code?
  17. 24. 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?
  18. 25. Bangkok Kuala Lumpur Kuala Lumpur Manila Manila Singapore Singapore Kuala Lumpur Kuala Lumpur Bangkok Bangkok Kuala Lumpur
  19. 26. 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?
  20. 27. 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?
  21. 28. 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?
  22. 29. Our Portfolio:
  23. 30. 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 <ul><li>BETTER SHOPPING CENTER IN MEXICO </li></ul><ul><li>AWARDED AN INTERNATIONAL INNOVATION RECOGNITION </li></ul><ul><li>INCREDIBLE ON-SITE BRAND EXPERIENCE </li></ul>What We Do Is your brand ON code?
  24. 31. DIFFERENTIATE & CREATE VALUE Chemuyil, Riviera Maya Foto: Eduardo Caccia NEW MARKET SEGMENTATION POWERFUL COMPETITVE GRID & DIFFERENTATION STATEMENT <ul><li>FIND A COMPETITIVE NICHE </li></ul><ul><li>BUILD A PROJECT WITH A STRONG BRAND PROMISE </li></ul><ul><li>KNOW WHERE TO PUT YOUR HARD-EARNED DOLLARS </li></ul>Brandgenetic Book: provided guidelines for the brand experience, design language (architecture, interior/décor), and recommended environmental approach. Is your brand ON code?
  25. 32. ALIGN YOUR MESSAGE Communication matrix for Caribe Cooler. Foto: Eduardo Caccia <ul><li>SAVVY AD EXPENDING </li></ul><ul><li>LESS STRESS, MORE EFFICENCY </li></ul><ul><li>HAVE A FORMULA THAT WORKS </li></ul>Is your brand ON code?
  26. 33. BOOST YOUR TEAM POTENTIAL Mindcode Innovation Workshops Foto: Eduardo Caccia <ul><li>CREATE A FUN LEARNING ENVIRONMENT </li></ul><ul><li>DEVELOP THEIR INNOVATION CAPABILITIES </li></ul><ul><li>EMPOWER THEM TO BECOME PROUD BRAND AMBASSADORS </li></ul>Is your brand ON code?
  27. 34. BRAND IDENTITY DEVELOPMENT Is your brand ON code?
  28. 35. Is your brand ON code?
  29. 36. Is your brand ON code?
  30. 37. MINIAPOLIS MAIN IDENTITY Is your brand ON code?
  31. 38. Is your brand ON code?
  32. 39. MINIAPOLIS SUB IDENTITIES Is your brand ON code?
  33. 40. Is your brand ON code?
  35. 42. Is your brand ON code?
  36. 43. Is your brand ON code?
  37. 44. Is your brand ON code?
  38. 45. Is your brand ON code?
  39. 46. Is your brand ON code?
  40. 47. 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?
  41. 48. WOMEN AND FAMILY 1 2 3 MATURE MEN HIPSTERS specialty store crowd specialty store children specialty store crowd dept. store restaurant dept. store cafe Is your brand ON code?
  43. 59.
  44. 60. 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. <ul><li>INCREASED EARNINGS </li></ul><ul><li>MORE REASONS TO BUY THE BRAND </li></ul><ul><li>DEEPER UNDERSTANDING OF THE CONSUMER </li></ul>Is your brand ON code?
  45. 61. 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. <ul><li>LOWER THE RISK OF WRONG DECISIONS </li></ul><ul><li>MASTER YOUR POSITIONING </li></ul><ul><li>INNOVATE ON-CODE </li></ul>Is your brand ON code?
  46. 62. 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: ; ; ; ; 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_address] twitter: @dianhasansd facebook: dianhasan Linkedin: dianhasan skype: dianhasansd blog: Ideas Inspiring Innovation
  47. 63. <ul><li>Fast Facts </li></ul><ul><li>Mindcode International is a U.S. based company specialized in non-traditional Innovation , Brand Positioning , and Consumer Research . </li></ul><ul><li>Founded 1999. </li></ul><ul><li>More than 600 projects completed. </li></ul><ul><li>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. </li></ul><ul><li>Our research methodology has a scientific foundation based on the Triune Brain theory. </li></ul><ul><li>Use of social anthropology, psychology, sociology and semiotics for multi-skilled analysis. </li></ul><ul><li>Business oriented and marketing savvy. </li></ul><ul><li>Developed Brandgenetic tool for a deeper understanding of your target and to unify the brand vision across all members of the company. </li></ul><ul><li>Extensive experience in Hispanic research in Latin America. </li></ul><ul><li>> 80 associate consultants in 7 countries. </li></ul>Is your brand ON code?