retail branding: the psychology of visual merchandising
DESCRIPTION
IISCM Retail Innovation Seminar, Jakarta, April 8, 2011TRANSCRIPT
The Psychology of Visual Merchandising
Dian Hasan – Mindcode, San Diego, CA, USA
Let’s break it down into smaller components… the definitions:
Psychology: The science of the human mind and behavior. The word psychology literally means, ”study of the
soul”~ Wikipedia.
Visual Merchandising: The activity of promoting the sale of goods, especially by their presentation in retail outlets. This includes combining product, environment, and space into a stimulating and engaging display to encourage the sale of a
product or service.~ New Oxford Dictionary.
A window into your brand’s soul!
What is your goal?
To ensure:1.Your Brand becomes the chosen one
2.You increase your sales3.Build brand loyalty
Visual Merchandising is made of different components…
OK, that’s the definition, but what does it really mean?
It’s about how well you tell your visual merchandising story… that is captured through a customer’s experience.
It’s all about…
At the heart of Retail Branding is THE
EXPERIENCE!
It’s “your BRAND in ACTION!”
It’s how your brand translates/transforms into a
tangible feeling.
If it isn’t… your market share could become your nightmare
MindCode Methodology | From Theory to Practice
13-Brain Theory
3BrandGenetic
4Cultural Codes
(the role of culture in brand building)
2Optimizationof Meanings
5Compelling
Story-Telling
3we have
brainsDr. Paul D. MacLean
1913-2007
GeneratesFUNCTIONAL
VALUE
3-Brain Theory
Optimizationof Meanings
• Rational• Logical• Analytical
3
GeneratesSYMBOLIC
VALUE
• Primal Instinct• Predatory• Survival
1
GeneratesEMOTIONAL
VALUE
• Emotional• Self-Esteem• Nurturing
2
GeneratesFUNCTIONAL
VALUE
GeneratesEMOTIONAL
VALUE
GeneratesSYMBOLIC
VALUE
• Rational• Logical• Analytical
3
• Primal Instinct• Predatory• Survival
1
• Emotional• Self-Esteem• Nurturing
2BRANDVALUEI bought this Cola
because I got the most features for the least expense.
I bought this Cola because I got the most features for the least expense.
When I get behind the wheel of my
Hummer, I rule the road!
When I get behind the wheel of my
Hummer, I rule the road!
I always buy L’Oreal, because it makes me feel
beautiful.
I always buy L’Oreal, because it makes me feel
beautiful.
3-Brain Theory
Optimizationof Meanings
People value more what things mean
than what things are.
Reptilian Codes
$
$$
$$$
FUNCTIONAL VALUE
EMOTIONAL VALUE
SYMBOLIC VALUE
Find theREPTILIAN BRAIN. This is where the highest level of Brand Competition
occurs. And this is where premium brand
experience and pricing rules.
REPTILIAN GENE Provides emotional
equity + major brand equity
LIMBIC GENE Provides emotional
equity cal
CORTEX GENE Provides trust &
credibility
BrandGenetic
Reptilian Codes
Power
Domination
ChallengeIndividual
RecognitionPleasure
Satisfaction
Control
Order
BelongingSocial
AcceptanceSecurity
Protection
Freedom
Autonomy
ExplanationDiscovery
Family
Ensuring Your Heritage
Tran-scendenceSurvival of
Genes
BrandGenetic is developed with other Sciences for in-depth understanding
Biology
BrandGenetic
3 BRAIN IN ACTION: examples of how it’s translated into brand activation, communication strategy, and the retail environment
3 BRAIN IN ACTION: examples of how it’s translated into brand activation, communication strategy, and the retail environment
“You never actually own a Patek
Philippe. You merely take care
of it for the next generation”
1997 Campaign Launch
3 BRAIN IN ACTION: examples of how it’s translated into brand activation, communication strategy, and the retail environment
brandgenetic
Scientifically supported brand positioning model.
A powerful tool to understand the brand’s different meanings and to align the team vision.
A powerful tool to take On-Code brand decisions across different cultural codes.
Serves as a compelling Balance Score Card.
G
ATOMS = Brand’s dominant meanings
ATOMS = Brand’s dominant meanings
GENES = Perceived executionsGENES = Perceived executions
CORE PROMISE = One sentence idea
CORE PROMISE = One sentence idea
It works like a chemical formula
AA
A
A
Core Promise
Debe tener los tres valores, no es escenográfico.
BrandGenetic
American icon
REPTILIAN GENE Provides emotional equity + major brand equity
LIMBIC GENE Provides emotional equity
CORTEX GENE Provides trust & credibility
BRAND BOUNDARYWhite Bears
Endless themes
Lights me up
Endless themes
Value
PRODUCT BOUNDARY
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.
Enjoy Life!
Debe tener los tres valores, no es escenográfico.
People value more what things mean
than what things are.
Visual merchandising is defined as the physical display of goods in the most appealing and attractive manner possible.
This includes store layout and décor, merchandise presentation, and displays. The main goal of visual merchandising is to please the senses of the consumer
YOURVISUAL
LOOK
Is
sending out the right branding
message to your
audience?
YOURVISUAL
LOOK
Does
reflect the company’s
brand personality?
YOURVISUAL
LOOK
Is
in sync with your
customers’ brand
experience?
The experience of your brand is related to how well you tell your visual merchandising story. By creating stimulating and evocative displays, you help form the customer's
understanding of your products and services.
Remember your visual merchandising should Entice, Impact and Inspire…
What kind of experience will your customers get? Will it be memorable?
What kind of experience will your customers get? Will it be pleasant?
What kind of experience will your customers get? Will it be personal?
What kind of experience will your customers get? Will it be courteous?
What kind of experience will your customers get? Will it be consistent?
What kind of experience will your customers get?
Will it be different from your competition?
What kind of experience will your customers get?
Will it win over your customers, and gain customer brand loyalty?
Remember your visual merchandising should Entice, Impact and Inspire…
Good design can mean the difference between: “BLAH” vs. “WOW”
Good design can mean the difference between:
“One-Time Customer” vs. “Repeat Customer”
Good design can mean the difference between:
“Selling a Commodity” vs. “Unforgettable Brand Experience”
Southeast Asia:With a population of over half a billion people spread over eleven countries, Southeast Asia provides retailers with significant opportunities, but also operational challenges.
Southeast Asia’s diverse retail environments, ranging from mixed use developments like Singapore’s Marina Bay, Manila’s huge SM Malls, and Jakarta’s and Bangkok’s high-end themed malls like Plaza Indonesia, Pacific Place, Siam Paragon, and Gaysorn Plaza. All the way to local “mom and pop” shops, means that brand strategies must be tailored for a huge array of consumer needs and habits.
Additionally, changing consumer behavior, rising disposable incomes, increasingly status conscious shoppers, and online product availability all continue to impact the retail environment.
USA
Mexico
Colombia
Peru
Argentina
IndonesiaBolivia
MindCode is a strategic brand positioning company that provides innovative Brand solutions.
MindCode’s objective is to maximize Brand value for our clients by revealing an innate, profound understanding of their markets.
MindCode has worked with clients across the world.
MindCode has proven to be an essential tool to increase Brand value.
Partial clients list
SUCCESS STORY
Cuervo 13, Tequila + Taurina
Foto: Eduardo Caccia
POWERFUL + SEDUCTIVE NEW BRAND
BRANDGENETIC BOOK: provided guidelines for the brand experience, design language (architecture, interior/décor), and recommended environmental approach.
COMPETITIVE GRID ANALYSIS
OUTCOME FOR THE CLIENT
Have a powerful, clear and consistent brief for the designerBorn with a stron positionig platformBe accepted faster than traditional timeframe
DEVELOPING A NEW BRAND FROM A-Z
SUCCESS STORY
One Shot, flavored tequila shots, new brand, Houston Tx
Foto: Eduardo CacciaDEFINE YOUR MEANINGS
PRE-TEST
OUTCOME FOR THE CLIENT
Know real market possibilitiesAvoid unnecessary spending and risksKnow how your brand will be perceived by the target
USAGE, ATTITUDE AND RITUALS
TESTING AN ALREADY DESIGNED BRAND BEFORE LAUNCHING IT
Sauza Hacienda, Beam Global, Mexico
BEFORE: BORING
OUTCOME FOR THE CLIENT
World Wide Award for most innovative spirit brandSales went up inmediatelyDeveloped new brand identityDeveloped poweful advertising campaing
SUCCESS STORYREPOSITIONING AN EXISTING BRANDBRIFIEF DESIGNERS AND AD AGENCIES
AFTER: FUN!
GAVE BRIEF TO THE AD AGENCY
AWESOME NEW BRAND EXTENSIONS CREATED RELEVANT BRAND ACTIVATION
HELPED TO TAKE A DESIGN DECISION
ALIGN YOUR MESSAGE
Communication matrix for Caribe Cooler.
Foto: Eduardo Caccia
1 SAVVY AD EXPENDING LESS STRESS, MORE EFFICENCY HAVE A FORMULA THAT WORKS
INCREASE BRAND AWARENESS
Communication matrix for Caribe Cooler.
Foto: Eduardo CacciaSource: Nextel Mexico. Callouts by Mindcode
2 INCREASED LOYALTY BETTER POSITIONING
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.
3 LOWER THE RISK OF WRONG DECISIONS MASTER YOUR POSITIONING
INNOVATE ON-CODE
EXPAND THE BUSINESS
Dannon
Foto: Eduardo Caccia
4
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.
INCREASED EARNINGS MORE REASONS TO BUY THE BRAND
DEEPER UNDERSTANDING OF THE CONSUMER
BUILD IT ON-CODE!
Andares shopping center, Guadalajara, Mexico
Foto: Eduardo Caccia
5
Brandgenetic Book: an strong innovation & brand experience guide
European street vibrancy DNA adopted and put into action
BETTER SHOPPING CENTER IN MEXICO AWARDED AN INTERNATIONAL INNOVATION RECOGNITION
INCREDIBLE ON-SITE BRAND EXPERIENCE
DOUBLE CHECK
DIFFERENTIATE & CREATE VALUE
Chemuyil integrated luxury resort development, Riviera Maya, Mexico
Foto: Eduardo Caccia
6
NEW MARKET SEGMENTATION
POWERFUL COMPETITVE GRID & DIFFERENTATION STATEMENT
FIND A COMPETITIVE NICHE BUILD A PROJECT WITH A STRONG BRAND PROMISE
KNOW WHERE TO PUT YOUR HARD-EARNED DOLLARS
Brandgenetic Book: provided guidelines for the brand experience, design language (architecture, interior/décor),
and recommended environmental approach.
BOOST YOUR TEAM POTENTIAL
Mindcode Innovation Workshops
Foto: Eduardo Caccia
7 CREATE A FUN LEARNING ENVIRONMENT DEVELOP THEIR INNOVATION CAPABILITIES EMPOWER THEM TO BECOME PROUD BRAND AMBASSADORS
CREATE COMPELING MESSAGES
Frito Lay discovering its brandgenetic
Foto: Eduardo Caccia
8
Mindcode’s findings served as a platform for the master brand national campaign
FOCUS ON YOUR UNIQUENESS ALIGN CORPORATE VISION EXECUTE MEMORABLE ADS
1D BRAND CULTURE• Company Mission + Vision• Brand Ambassador development• HR policies
2D PRODUCTS & OPERATION• On Code innovations• Brand Extensions
3D BRAND IDENTITY• Names• Visual identity• Retail/Packaging• Corporate offices
4D COMMUNICATION• Advertising/PR• Promotions and collaterals• Newsletters
5D BRAND EXPERIENCE• Rituals/Staff dialogues• POP• Sensorial
6D GOODWILL• Community efforts
Without EXECUTION, you don’t have anything
NOTICE
MINDCODE DOES NOT PRODUCE THE ABOVE ACTIVITIES BUT ACTS AS COACHING WORKING SIDE BY SIDE WITH THE CLIENT OR WITH THIRD PARTIES INVOLVED.
HOW FAR CAN WE GO?
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 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 Positioning. 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 Positioning and Consumer Behavior Research Company. He has worked with clients in the US, Mexico, Argentina, Indonesia, from various industries
Dian is spearheading 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 a regular contributor and avid blogger on Innovation & Branding, Marketing, Ecotourism & Culture, through his blog “Ideas Inspiring Innovation"www.ideasinspiringinnovation.wordpress.com.
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.
Fast FactsMindcode International is a U.S. based company specialized in non-traditional Innovation, Brand Positioning, and Consumer Research.
Founded 1999.More than 600 projects completed.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. Our research methodology has a scientific foundation based on the Triune Brain theory.Use of social anthropology, psychology, sociology and semiotics for multi-skilled analysis.Business oriented and marketing savvy.Developed Brandgenetic tool for a deeper understanding of your target and to unify the brand vision across all members of the company. Extensive experience in Hispanic research in Latin America.> 80 associate consultants in 7 countries.