"We are very satisfied with Mindspeller's services. In September, we conducted a study through them with a panel of Flemish consumers to explore the spontaneous associations made with our logo and QR visual, compared to the competition." – POM Team
The Challenge
“Additionally, they analyzed and visualized feedback we continuously receive from payers via Usersnap in an association model. Mindspeller also formulated several recommendations for the future, which we will be implementing soon
The Solution
Mindspeller’s 3 step DIY Neuromarketing-as-a-Service approach offers the ideal solution for the Antwerp marketing team. Mindspeller’s methodology allows a combination of actionable insights and progressive understanding how to increase brand equity.
STEP 1: Path Finder
With Path Finder the Antwerp marketing team is able to investigate to what extent ‘gut feeling’ ideas on repositioning should be used also as long term strategic targets to create an original brand frame.
STEP 2: Content Optimizer
Content Optimizer helps the team with A/B testing of draft campaign content. Which design drafts best trigger the strategic goals set out with Pathfinder?
How can campaign content be improved by integrating Mindspeller suggestions for rephrasing or using imagery that has a better chance of optimizing brand equity?
STEP 3: Mind tracker
Mind Tracker allows the city of Antwerp to track its brand on the implicit level, driving 95% of consumer behavior (choice of city trip destination in this case).
With Mind Tracker the Antwerp marketing team is able to evaluate the contribution of short and long term branding campaigns on its brand equity. The more the brand triggers the intended associations that resonate with its target audience, the higher the brand equity.
The Impact
Whereas the multi-year project just kicked-off, Mindspeller delivers immediate insights with first marketing assets (campaign imagery) revealing interesting associations in the long tail of the brand’s Association Wheels. These Wheels display emotional ‘Points of Interest’ surrounding the current position of the brand ‘Antwerp’ on Mindspeller’s implicit association map. The Wheels reveal which themes overlap with the candidate intended associations or competitive brands, such as other European cities.
These insights lead to a careful reconsideration of the original intended associations to be configured as long term target brand frame ‘destination’ in the Pathfinder ‘GPS’.