The human brand theory m1

The

Human Brand Theory™

The Human Brand Theory 1

We help strategic thinkers turn their

big scary dreams into ingenious ideas

that inspire and thrive.

These are the ideas that end up

changing the world.

This is what we do, this is why we exist.


Dream

Ideate Thrive

Human

Centred &

Inspired

Certainty

Performance


Our strategic process

We help people dream

bigger dreams that are more

human inspired, i.e. helping

them realise and visualise

how their dream can make a

difference in the world or in

someone’s life.

We help people ideate their

dreams with greater certainty,

focus and clarity.

We help people’s dreams and

ideas thrive, inspire and

become infectious. We help

to give their dreams the

ability to perform and have

impact in the world.


How we help strategic thinkers

Dream Ideate Thrive

Product:

Theoretical platform:

The Human Brand Theory™ is a design thinking inspired

methodology we use to conceptualise and define brands. The goal

is create brands that are human inspired and thus more relevant,

meaningful, of value and memorable to the people who the brand is

meant to serve.

Design Thinking + Systemic Thinking + Human Science [Psychology, Sociology, Neuroscience]


Scenario

Planning

Methodology

Ecosystem

Insights

Methodology

Design Thinking

Methodology to

help us construct

human centred

brands

Narrative,

Semiotics,

Artefacts and

Rituals

Methodology

Systemic Thinking

Methodology to turn

brand thinking into a

functioning and

healthy system

Systemic Thinking

Methodology that

helps us to define and

solve complex system

problems

Out multi tiered

strategic methodology

that focuses on

building memory

structure, attachment

and long term

behaviour change


The products we use to make our process more effective and scientific

Document Road Map

This will be of

interest to you when…

What is this? Why does it

exist? What does it

do? Why should it matter to you?

1 2 3 4 5


This will be of interest to you when… 1

# Audiences are not “engaging” with your brand

# You are losing market share year on year against weaker competitors

# Your brand is not being considered when people are searching for products

& services

# Stagnation or loss in brand nett promoter score

# Audiences do you not find your brand meaningful or distinct

# Brand is no longer relevant to people

# Weakening of brand – audience relationship

You need to consider The Human Brand Theory when you experience and

see the following patterns in regards to your brand(s).


The


The research results are now too compelling to ignore.

Multiple global best sellers, case studies and research

studies show that brands that exist to serve and add

value to peoples lives, outperform brands who are solely

driven by differentiation and profit.

We believe that human

being inspired Brand

strategy is the future

cornerstone of brand

growth and performance

What is this? 2

The Human Brand Theory™

is a design thinking paradigm

we developed to create

brands that more effectively

add value to peoples lives

and thus create dissonance

and attachment.


The


# Helps to make your brand more memorable

# Helps to create better memory building patterns, i.e. narrative

# Helps your brand to be more authentic and human centred

# Helps your brand be more consistent in regards to communication and behaviour

# Helps to make your brand more relevant to stakeholder mind-set and goals

# Helps your brand to be more meaningful and compelling

# Helps your brand to be more distinct and considered

What is this? 2


The Why of The Human Brand Theory™? 3

Relevant Meaningful Distinct Of Value Memorable

1 2 3 4 5

We felt that we needed to create our own methodology to help us address the modern

market need to create brands that are far more consumer centred in approach and offering.

The Human Brand Theory™ is Design Thinking inspired brand construction process that

relies heavily on psychology, sociology and other social/ human sciences to help us build

brands that add more value to peoples lives, thus creating more attachment and that are

more desirable to begin with.

The end result is the following, the creation of brands that are more:


“I am your

audience!”

If we start to understand how peoples

minds and “hearts” are connected. Then

we can start to understand that wants,

life goals and desires of people, which

means we can better understand how a

brand can add value to peoples lives.

What does it do? 4

The methodology says that we need to

start to better understand human

behaviour across as many audience

segments as possible.

The Human Brand Theory™ is driven by

the obsession to understand human and

societal behaviour and the resulting

patterns, as well as better understanding

why these patterns are being observed.

Based on the behavioural patterns

analysed, we are far better enabled to

understand how brands can tap into

subconscious desire and needs in order

to add more real value to the lives of

people.


We then use this understand of peoples

wants, life goals and desires to define a

more human centred brand that is always

driven by adding value.

This process helps us to build better brands

that are more effective at resonating with

people, creating subconscious goal

activation and create communication and

engagement activities that will develop

powerful memory structure, which in turn

makes your brand more relevant,

memorable, meaningful and of value to

your audiences.

Inspirational

Intelligent

Innovative

Brave

Curious

Optimist Adventurer

“This allows to build truly human centred, or

as we call it, human inspired brands”


5

95% of consumer decision making is subconscious.

In the modern super competitive world of brands, consumers are becoming more and

more engaged and bombarded with information and competitive offerings. The end

result is a situation where it is becoming increasingly difficult for brands to compete for

share of mind and heart. It is therefore essential to more effectively create brands that

speak to peoples hearts and minds. In simple terms, you need a brand that can

resonate with people on a subconscious level - in order to do this, we need to be far

more scientific and human behaviour focused than ever before.

The Human Brand Theory™ is built on multiple human sciences and disciplines in order to

ensure a process that is as scientific and robust as possible. These processes are

sequenced and utilised in order to gain insights and consumers drivers, and as such our

process are exceptionally effective at taking the insights and translating them into meaning

platforms and experiences that build memory structures, attachment and connection points

that can help to keep the brand top of mind and always considered.

Why does The Human Brand Theory™ matter?


Andre le Roux is a Strategist, Mentor and brand Theorist who has been working in the brand strategy industry

for more than 10 years. He is passionate about the science of strategy. He has a B.A. in Industrial Psychology

and an Higher Diploma in IMC. Andre likes to think of himself as a systemic brand thinker that is constantly

searching for new and more scientific ways to create more powerful and impactful brands that truly will add

value to the lives of all stakeholders.

Andre Le Roux

072 387 2079 [email protected]

Thys de Beer

082 565 5508 [email protected]

Thys de Beer is an admitted advocate (non-practising) the head of brand Strategy at Vega School of Brand

Leadership, as well as the head of the Honours in Brand Leadership at Vega Cape Town. He has been in the

industry for over 10 years and he has recently completed his Master’s Degree researching the role of design

thinking in brand strategy.

Thys is an intellectual that is looking to change people’s perceptions about the power of the brand.

“I am an Alchemist; I love the power of collaboration and discovering insights that help to build authentic brands”

“I am a thinker and explorer and I love to find new ways of building better brands through using systemic thinking.”


The


Please Note that all information contained in this presentation is proprietary and remains the property of the owners [Andre le Roux and Thys de Beer] – all rights reserved. Information can only be shared if written consent is given by owners 16 The Human Brand Theory

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