Election season began early this year and there is perhaps no place in American society more conflicted about branding than politics. Many voters are turned off by strategizing, so election strategy has to be a highly sensitive brand. For example, Barack Obama is more than a man, he is a brand that people buy into and believe in. (And personally, I’m a believer. Well, so far.)

There’s a fascinating story in the headlines today that I read at the Boston Globe, an internal Powerpoint presentation was leaked to the press describing Republican Mitt Romney’s campaign strategy, which is - no surprise to us - all about the Romney brand. Here’s a quote from the Globe:

Indeed, a page titled “Primal Code for Brand Romney” said that Romney should define himself as a foil to Bay State Democrats such as Senators Edward M. Kennedy and John Kerry and former governor Michael Dukakis. Romney should position himself as “the anti-Kerry,” the presentation says. But elsewhere in the plan, it’s clear that Romney and his aides are aware he’s open to the same charge that helped derail Kerry’s presidential campaign in 2004: that he is a flip-flopper who has changed positions out of political expediency.

=michael.

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Wait a minute, isn’t that supposed to be “a fly in my SOUP”? I know Mezcal (a close relative to tequila) is perhaps the ONLY beverage in the world where an insect is allowed inside the bottle. But…what would you do if you found a fly, inside a bottle of a premium tequila? While most people unrelated to the tequila aficionado scene would immediately put a scream trough the roofs, or AT LEAST complain, the power of a brand seemingly has the power to make some people just forget about it, drink the stuff, and even make funny remarks about the incident.

One of the many forums I dwell into frequently, is the famous Ian Chandwick’s “Mumpsimus Tequila Forum”, and among the few universally loved brands you will find El Tesoro de Don Felipe, a tequila with such a solid reputation that despite a very simple image, virtually inexistent promotion and advertisement, and very limited availability, has conquered the hearts, minds and tastebuds of many (if not all) true tequila aficionados in the USA. Their secret to such an appalling success is simple, yet very few tequila brands (or ANY brands for that matter) work SPECIFICALLY on it, as a core value.

, look at post#15 and below…

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Why, why women need to have some many pairs of shoes, I have wondered for years and years. Finally, analizing the issue from a 3 brain perspective I yesterday got to know why is that women are so dependent on shoes, why they hate to wear the same shoes two days in a row and sometimes two hours in a row, why they collect them with no limit and why they have a natural-attached to their heart-instinct to eagerly go shopping for shoes. The answer lies in the unconscious conection women have developed among personality and shoes, where shoes is a way to alter personality, to choose by will their daily or hourly mood. The thing is that women suffer from a hormone rollercoaster system, so nature plays with them all the time, and they feel they lose control of themselves all the time, so the only way to perceive themselves as to have their emotions and body under control is choosing shoes,  the unconscious meaning of shoes, from my own perspectiva is POWER TO CHOOSE…PERSONALITY.

R. Perret
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From “demographics” to “psychographics”. This could also be the title. While demographics is the traditional way to segment the market, psychographics goes far beyond as it adds a non-traditional measure or adjective to the target. If your are a business travel hotel oriented to busy internet-addict executives and you visualize them as “internet users” only, then you are limiting a full understanding of your target. If instead you name them “mobile warriors” then you’ll be forced to understand how they feel and think about being connected.

Anyone can do demographics. Psychographics takes more than numbers and traditional research techniques. Psychographics is also the key to ON-CODE innovating.

Bottom line: start using psychographics!

Eduardo Caccia

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Starbucks, otro exitazo de los últimos años, debe su crecimiento a un posicionamiento inconsciente fuertísimo en la mente de sus clientes y no es el café lo que mantiene la lealtad del público y la atracción de nuevos fanáticos. En realidad, lo que vende Starbucks no es el café, ya que podrías encontrar muchos mejores en otras cafeterías, lo que te vende es la experiencia de un lugar tan cómodo y amigable (sillones, te llaman por tu nombre, nadie te molesta o exige que consumas algo) como tu casa pero más sociable (otros consumidores y jóvenes tras la barra) y al mismo tiempo una oficina (sillones para trabajar, periódico, internet, buena iluminación) más relax que tú propio espacio de trabajo (te sientas como quieres, ves gente, haces cosas personales y escuchas música). Lo que le vende Starbucks a nuestro inconsciente es UN LUGAR CÓMODO Y SOCIAL PARA SER TRATADO COMO EN CASA Y TRABAJAR MEJOR QUE EN LA OFICINA. Y aunque cientos de lugares intenten copiarlos, no pueden, porque no entienden realmente cuál es el secreto.R. Perret

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Some people believe that famous soccer star David Beckham will not make a bond to Hispanics now that he will be part of MLS’ L.A. Galaxy. They based their assumption on the idea that Beckham ethnicity will not match with the Hispanic identity. Well, they are wrong!

Beckham will make a strong link with Hispanics not because of what he IS but because of what he MEANS. As a brand, Beckham has great SYMBOLIC ATTRIBUTES that will connect with Hispanics: he is famous, great soccer player, handsome, attracts women, rich, among others.

Bottom line: brands connect with people because of what they MEAN regardless of what the product IS.

Eduardo Caccia

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Have you ever wonder why most houses in the USA don’t have “Baño de visitas” (”visitors restroom”)? It is a fact. Hispanics even in USA tend to have an intense social live with friends and family. When a relation has come to a good point, (or you want it to be there) sooner or later they will invite you to their home as a sign of “you’re close to me and I appreciate you”. This is why they treasure the “visitors restroom” at home, a place that is intentionally designed and built for “las visitas”. You may believe this or not, but many times Hispanics design their homes from the visitors interest more than the family’s own needs.
And this is also why there are no “visitors restrooms” in USA homes: Americans don’t have visitors as Hispanics do. For Americans “home” is more a private space while for Hispanics it is also a “public” one. So, next time that you’re visiting a Hispanic friend, surprise him or her by asking, “where’s your visitors restroom?” I guarantee that you’ll be absolutely ON-CODE!

Eduardo Caccia

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¿Por qué de este tamaño? Son las mundialmente desconocidas “Cemitas Poblanas” que no tienen nada de diminutivo. La foto es representativa de comida popular en los nivels NSEC D+ y D (Media baja y Baja) donde el elemento “LLENADOR” es una cualidad muy apreciada. Más adelante te diré por qué….

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Hispanics, as you may have heard, are one of the most profitable yet undiscovered target segments in America. The Hispanicode is the way to understand not only their demographic but their psychographic as well.

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Así es, aunque parezca extraño, todas las decisiones que tomamos en nuestra vida tienen que ver con “los 3 Cerebros”, un principio científico de la neurobilogía que estable una ruta de decisiones que hacemos en forma automática, todo pasa por el Cortex, el Sistema Límbico y el más poderoso de todos, el Reptilian.

Brandman

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