Soho, Little Italy and China Town (NY), La Joya (SD, Calif.), Barrio Antiguo (Monterrey, Mexico), La Condesa, Tepito or Polanco (Mexico City) have all created a powerful brand name and positioning. Any one of them have oficially recruited researchers or consultants but they have created very strong meanings in the minds of any of those whose has visited them.

Polanco is one of Mexico´s neighborhoods most well known currently and for the last 50 or so years. But, differently from Tepito that has created negative meanings in people´s minds like “corruption, vandalism, poverty, theft, piracy and cheap products”, Polanco has created totally positive meanings like “international, multiculturalism, elite, luxurious, expensive, tourism, best restaurants and hotels”. All the symbols, icons, people and behaviours around Polanco have contributed to position these meanings in foreign visitors and locals. But let´s drill down deeper as we in Mindcode always do, let´s tackle the biggest question, what is the most powerful reptilic metaphor that encompasses these meanings in regards to Polanco. Well, that is: PIONEER. Now, if you are going to stablish a restaurant in Polanco, there is no doubt which has to be one of the meanings it has to convey to be on-code with this special zone.

This is a tip from Mindcode: do not let the meanings around your brand (product, service, city, country, organization or personality) be created without your own control, this could become your worst nightmare, take your chances and create them strategically.

Ricardo Perret

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