Paper entitled "The Psychology of Visual Merchandising" presented at CASC2011 Asia Pacific Retail Conference in Jakarta, Nov 9 - 11, 2011.

1. The Psychology of Visual Merchandising Dian Hasan – Brand Story Teller, Mindcode, San Diego, CA, USA

2. And the icon who understood it perfectly…

6. The visual part of merchandising is a key element of Retail Branding

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…

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…

9. An understanding of Branding is absolutely essential for the survival of your business.

10. It ’s all about… EXPERIENCE Apple doesn ’t sell you computers, they sell you an experience.

15. PARTIAL CLIENT LIST

16. USA Mexico Colombia Peru Argentina Indonesia Bolivia Is your brand ON code?

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

19. Make your brand the chosen one Is your brand ON code?

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?

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?

25. Bangkok Kuala Lumpur Kuala Lumpur Manila Manila Singapore Singapore Kuala Lumpur Kuala Lumpur Bangkok Bangkok Kuala Lumpur

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?

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?

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?

29. Our Portfolio:

34. BRAND IDENTITY DEVELOPMENT Is your brand ON code?

35. Is your brand ON code?

36. Is your brand ON code?

37. MINIAPOLIS MAIN IDENTITY Is your brand ON code?

38. Is your brand ON code?

39. MINIAPOLIS SUB IDENTITIES Is your brand ON code?

40. Is your brand ON code?

41. MINIAPOLIS ENVIRONMENTAL IDENTITY Is your brand ON code?

42. Is your brand ON code?

43. Is your brand ON code?

44. Is your brand ON code?

45. Is your brand ON code?

46. Is your brand ON code?

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?

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?

49. THE GOODS DEPARTMENT EVERYBODY SAYS DO IT YOURSELF

59. www.thinkingroominc.com

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: www.dianhasan.wordpress.com ; www.enchantingeden.wordpress.com ; www.uniquetravel-destinations.wordpress.com ; www.endangerededen.wordpress.com ; www.frangiaecochic.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. Dian Hasan email: [email_address] twitter: @dianhasansd facebook: dianhasan Linkedin: dianhasan skype: dianhasansd blog: www.dianhasan.wordpress.com Ideas Inspiring Innovation