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close close Take a free ride in our implicit association map by choosing your favourite brand

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Ready to navigate our brand equity map?

With every step you take, Mindspeller SaaS offers decision support:

Explorer

Association Wheel

Neuropositioning

Pathfinder

Copy Optimizer

Explorer

Do you know in which direction to drive your brand? Perfect. Now you're ready to set the destination in your brand navigator. Think of your target audience as your family & friends. Are you sure they want to come along for the ride? Maybe they prefer a 'staycation' to explore new POI's in your own town. Or, perhaps they prefer a more exotic destination ?

Why?

When (re)positioning brands, just like planning your annual vacation or moving to another country, you want to make sure you choose your destination carefully. Even the route to get there can make a difference. A hunch can get you in trouble as you want to make sure your audience, just like your family, will appreciate the destination you have chosen for them.

Our solution

Meet Explorer, our AI tool that helps you explore (re-)branding destinations that meet all criteria. By leveraging our neuro-semantic AI, we are able to condense brand identity longlists based on popular or original concepts in our network.

How does it work

  1. Enter a longlist of candidate destinations or 'Intended Associations' (IAs) for your brand. Explorer looks for overlapping nodes in the network that are strongly associated with the ones you provided to help create a shortlist. Our AI ranks options based on originality versus popularity.
  2. Explore and compare both rankings to carefully select one or two 'Intended Associations' (IAs) you want to retain as strategic 'destination' for your brand. With Mindspeller's Persona app (coming soon) we'll even check if your IAs resonate with your target audience!
  3. Now it’s time to explore alternative campaign storyline 'pathways' to drive your brand towards your 'Intended Associations' (IAs) using Mindspeller's Neuro-Positioning, Pathfinder and Copy Optimizer applications.

Association Wheel

Just like planning your trip, you'll want to browse the Points of Interest (POIs) available at your destination. With the Mindspeller Association Wheels you can do just that. Are you sure you know which POI's will apeal the most to your target audience? Maybe you want to reconsider this destination all together.

Why?

You don't want to disapoint your family with a trip or relocation to a destination that lacks POI's or charm. Just like your family, your target audience consists of emotional beings driven by subconscious life goals. Uncovering implicit brand biases with Mindspeller's Association Wheels, allows you to verify to what extent your brand associations or your intended associations (brand destination) will resonate on the emotional level. Your brand's sensory exposure to the consumer requires high investment. First you need to capture attention in an increasingly crowded market place. Then you have a split second to code for your Intended Association. Analyzing Mindspeller Association Wheels, provides you with in depth understanding of which emotional differentiators your brand has today compared to the competition.

Our solution

Meet Association Wheels, an implicit research tool that generates easy-to-understand visualisations of subconscious brand associations and biases. Mindspeller data is based on semantic associations originated from real humans. Our AI does not derive meaning from big machine data. Every wheel displays first and second degree associations surrounding your brand or campaign asset of interest for a fast and intuitive understanding of your brand positioning on the implicit level. With Association Wheels, you can analyze top-of-mind brand associations and consumer biases for all your brand assets (eg. brand logos, campaign imagery, multi-media, product UX) and their Intended Associations (suggested by Explorer). You can easily monitor evolutions by taking snapshots before and after campaigns and benchmark results with your competitors and Mindspeller Hallmarks.

How does it work

  1. Simply upload your brand or related campaign asset to your Asset Library. If not already available in our network, Mindspeller will position your stimulus in a matter of days.
  2. The Mindspeller Association Wheel application will automatically generate the graphs and analytics you need to substantiate your insights and briefings.
  3. Customize your wheel graphs for benchmarking with competitive campaign assets by zooming on the 'long tail' or highlighting emotional, non-category related differentiators.
  4. Highlight relevant associations and compare them in different wheels.
  5. Export the wheels in PNG, DATA or PDF format and use them in your presentations and reports.

Neuropositioning

Now that you've explored and shortlisted destinations, it's time to take off. But wait, before you take off, it's time for a quick reality check. Are you sure you have sufficient resources to undertake this trip? Do you know the exact distance you need to cover to reach your final destination?

Why?

When (re)positioning brands, brand builders look for new stories to tell. Understanding how these new stories differ from your brand's current narrative, is essential to avoid running out of gas halfway your destination. Driven by latest consumer neuroscience insights, marketers look for data on the implicit level to help substantiate briefings for strategic brand decisions. With Neuropositioning we benchmark your brand based on a quantitative positioning of your brand (and your direct competitors) vis-à-vis your Intended Association (your destination). When crafting brand stories, our intuitive visualisations help you uncover which emotional differentiators may be out of reach as Intended Association (IA) versus those that can realistically give you a lasting competitve edge.

Our solution

Meet Neuropositioning, a benchmarking tool to verify how realistic your re-positioning goals are. By comparing the 'psychological distance' between your brand's current vs the intended position, and comparing this distance with your direct competitors and hallmarks, you will get a neuroscientific sanity check. Our neuropositioning algorithms generate a neurometric score as proxy for this 'psychgological distance'. We call it the Mindspeller Association Score, a.k.a. 'MAS'. The higher the MAS, the shorter the distance to your destination, the less campaign budget you will need to recode new brand associations!

How does it work

  • Upload your assets of interest (including competitive assets and IA hallmarks).
  • Select the Intended Associations resulting from your Explorer session.
  • Discover how you compare with a competitive asset and Mindspeller IA hallmark by visualising the performance of you brand on the implicit level towards any concept available in the network.
  • Quantify the potential for improvement on each of your brand's intended associations and relate the delta's to your campaign budget.
  • Export customized radar charts useful for briefings, presentations and reporting.

Pathfinder

Now you're all set. You just need to choose the path you want to follow in your Mindspeller navigator. Feeling a bit adventurous? Why not try out an original, scenic route so the ride itself will appeal to your target audience! Or perhaps you can't afford any experiments and you prefer the more popular highways. They may be more crowded (and expensive), but you can rest assured that they will get you there eventually.

Why?

Moving your brand identity from its current association to a new brand story requires you to take strategic decisions. Exploring alternative campaign themes as stepping stones to drive your brand closer to the Intended Associations helps you substantially improve the quality of your creative briefings and increase your campaign effectiveness. Just like the dilemma of chosing a route option in your GPS car navigator, you need to decide whether you want to risk getting stuck in traffic or getting delayed by the beauty of the countryside.

Our solution

Meet Pathfinder, our data analytics tool that most resembles a car GPS-navigation system. It has our map of implicit brand associations built in and visualises conceptual nodes as thematic stepping stones between your brand's current and intended position. By analyzing these intermediate, overlapping nodes you can discover exotic, 'hidden gem' campaign narratives or more popular sweet spots that will resonate with your audience by moving your brand closer to your intended association. Pathfinder helps you create more substantiated campaign briefings to better guide your content creators on the implicit level.

How does it work

  1. Enter your brand or related campaign asset.
  2. Select the Intended Association as target positioning or 'destination' in the Pathfinder GPS-brand association navigator.
  3. Hit the 'analyze' button to have Pathfinder reveal thematic stepping stones to help drive your brand closer to the Intended Association using popular or more original routes.
  4. Pathfinder generates an easy to navigate graph. The closer an association is visualized to the top-right corner, the higher the MAS to both your current position and Intended Association. This means that it is strongly associated with both your brand and its Intended Association (or that the 'psychological distance' in the subconscious mind between the two is low). The smaller the size of the thematic 'bubble' or node in the chart, the more likely you may have found a 'hidden gem' concept as cornerstone for your campaign briefing.

Copy Optimizer

During our journey, you might get distracted due to all the POI's you come across. Maybe it's time to activate lane assistance to make it easier to ignore distractions and stay on track.

Why?

Written words unconsciously trigger certain associations in our minds. These association are crucial as they contribute to your brand image. Unfortunately, they are not always in line with your brand's Intended Associations. When creating written communications, staying true to a certain tone-of-voice or brand verbal identity is easier said than done. Especially when different copywriters are working on your brand.

Our solution

Meet Copy Optimizer, a practical text editor, infused with Mindspeller's AI to help you ensure your content is triggering your Intended Associations for a consitent brand verbal identity. Copy Optimizer's AI inspires you with better scoring alternatives for words that may cause a disconnect with your taget audience. Use Copy Optimizer to make your copy resonate better with your target audience on the implicit level.

How does it work

  1. Copy paste your text into Copy Optimizer. Insert one or more Intended Associations for your brand shortlisted by Explorer.
  2. Copy Optimizer analyzes your text and calculates a score from 0 to 10 informing you how well your text triggers your Intended Association(s).
  3. Use Explorer if you need help defining your Intended Associations.
  4. Copy Optimizer highlights what words have a positive or negative impact on your text’s association strength. You may want to replace words underlined in shades of red, indicating a low score. When you click on an underlined word, Copy Optimizer will automatically suggest alternatives that better trigger your Intended Association(s). Now simply replace the problematic words with Mindspeller's suggestions or revisit your sentence all together.

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