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The
Human
Brand Theory™
The Human Brand Theory 1
We help strategic thinkers turn their
big scary dreams into ingenious ideas
that inspire and thrive.
These are the ideas t...
Dream
IdeateThrive
Human
Centred &
Inspired
Certainty
Performance
The Human Brand Theory 3
Our strategic process
We help people dream
bigger dreams that are more
human inspired, i.e. helping
them realise and visualise
how their dream c...
Product:
Theoretical platform:
The Human Brand Theory™ is a design thinking inspired
methodology we use to conceptualise a...
Scenario
Planning
Methodology
Ecosystem
Insights
Methodology
Design Thinking
Methodology to
help us construct
human centre...
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
ma...
This will be of interest to you when…1
# Audiences are not “engaging” with your brand
# You are losing market share year o...
The
Human
Brand Theory™
The research results are now too compelling to ignore.
Multiple global best sellers, case studies ...
The
Human
Brand Theory™
# Helps to make your brand more memorable
# Helps to create better memory building patterns, i.e. ...
The Why of The Human Brand Theory™?3
Relevant Meaningful Distinct Of Value Memorable
1 2 3 4 5
We felt that we needed to c...
“I am your
audience!”
If we start to understand how peoples
minds and “hearts” are connected. Then
we can start to underst...
We then use this understand of peoples
wants, life goals and desires to define a
more human centred brand that is always
d...
5
95% of consumer decision making is subconscious.
In the modern super competitive world of brands, consumers are becoming...
Andre le Roux is a Strategist, Mentor and brand Theorist who has been working in the brand strategy industry
for more than...
The
Human
Brand Theory™
Please Note that all information contained in this presentation is proprietary and remains the pro...
Prochain SlideShare
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The human brand theory m1

This is our design thinking inspired methodology we developed - it helps us to conceptualise and create more human centred and inspired brands

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The human brand theory m1

  1. 1. The Human Brand Theory™ The Human Brand Theory 1
  2. 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. The Human Brand Theory 2
  3. 3. Dream IdeateThrive Human Centred & Inspired Certainty Performance The Human Brand Theory 3 Our strategic process
  4. 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. The Human Brand Theory 4 How we help strategic thinkers Dream Ideate Thrive
  5. 5. Product: Theoretical platform: The Human Brand Theory™ is a design thinking inspired methodology we use to conceptualise and define brands. The goal is create brands that are human inspired and thus more relevant, meaningful, of value and memorable to the people who the brand is meant to serve. Design Thinking + Systemic Thinking + Human Science [Psychology, Sociology, Neuroscience] The Human Brand Theory 5
  6. 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 The Human Brand Theory 6 The products we use to make our process more effective and scientific
  7. 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 The Human Brand Theory 7
  8. 8. This will be of interest to you when…1 # Audiences are not “engaging” with your brand # You are losing market share year on year against weaker competitors # Your brand is not being considered when people are searching for products & services # Stagnation or loss in brand nett promoter score # Audiences do you not find your brand meaningful or distinct # Brand is no longer relevant to people # Weakening of brand – audience relationship You need to consider The Human Brand Theory when you experience and see the following patterns in regards to your brand(s). The Human Brand Theory 8
  9. 9. The Human Brand Theory™ The research results are now too compelling to ignore. Multiple global best sellers, case studies and research studies show that brands that exist to serve and add value to peoples lives, outperform brands who are solely driven by differentiation and profit. We believe that human being inspired Brand strategy is the future cornerstone of brand growth and performance What is this?2 The Human Brand Theory™ is a design thinking paradigm we developed to create brands that more effectively add value to peoples lives and thus create dissonance and attachment. The Human Brand Theory 9
  10. 10. The Human Brand Theory™ # Helps to make your brand more memorable # Helps to create better memory building patterns, i.e. narrative # Helps your brand to be more authentic and human centred # Helps your brand be more consistent in regards to communication and behaviour # Helps to make your brand more relevant to stakeholder mind-set and goals # Helps your brand to be more meaningful and compelling # Helps your brand to be more distinct and considered What is this?2 The Human Brand Theory 10
  11. 11. The Why of The Human Brand Theory™?3 Relevant Meaningful Distinct Of Value Memorable 1 2 3 4 5 We felt that we needed to create our own methodology to help us address the modern market need to create brands that are far more consumer centred in approach and offering. The Human Brand Theory™ is Design Thinking inspired brand construction process that relies heavily on psychology, sociology and other social/ human sciences to help us build brands that add more value to peoples lives, thus creating more attachment and that are more desirable to begin with. The end result is the following, the creation of brands that are more: The Human Brand Theory 11
  12. 12. “I am your audience!” If we start to understand how peoples minds and “hearts” are connected. Then we can start to understand that wants, life goals and desires of people, which means we can better understand how a brand can add value to peoples lives. What does it do?4 The methodology says that we need to start to better understand human behaviour across as many audience segments as possible. The Human Brand Theory™ is driven by the obsession to understand human and societal behaviour and the resulting patterns, as well as better understanding why these patterns are being observed. Based on the behavioural patterns analysed, we are far better enabled to understand how brands can tap into subconscious desire and needs in order to add more real value to the lives of people. The Human Brand Theory 12
  13. 13. We then use this understand of peoples wants, life goals and desires to define a more human centred brand that is always driven by adding value. This process helps us to build better brands that are more effective at resonating with people, creating subconscious goal activation and create communication and engagement activities that will develop powerful memory structure, which in turn makes your brand more relevant, memorable, meaningful and of value to your audiences. Inspirational Intelligent Innovative Brave Curious Optimist Adventurer “This allows to build truly human centred, or as we call it, human inspired brands” The Human Brand Theory 13
  14. 14. 5 95% of consumer decision making is subconscious. In the modern super competitive world of brands, consumers are becoming more and more engaged and bombarded with information and competitive offerings. The end result is a situation where it is becoming increasingly difficult for brands to compete for share of mind and heart. It is therefore essential to more effectively create brands that speak to peoples hearts and minds. In simple terms, you need a brand that can resonate with people on a subconscious level - in order to do this, we need to be far more scientific and human behaviour focused than ever before. The Human Brand Theory™ is built on multiple human sciences and disciplines in order to ensure a process that is as scientific and robust as possible. These processes are sequenced and utilised in order to gain insights and consumers drivers, and as such our process are exceptionally effective at taking the insights and translating them into meaning platforms and experiences that build memory structures, attachment and connection points that can help to keep the brand top of mind and always considered. Why does The Human Brand Theory™ matter? The Human Brand Theory 14
  15. 15. 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.” The Human Brand Theory 15
  16. 16. The Human Brand Theory™ 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 16The Human Brand Theory

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