Mindspeller

Lidl is a German global discount supermarket chain with headquarters in Germany. The franchise operates over 10,000 stores across Europe and the United States. Having competed for years with Aldi, one of the world’s leading discounters, it was no surprise that the Lidl brand was strongly associated with its ‘discount supermarket’ category. Attempting to connect with the target audience on the campaign theme ‘fresh’ (like in “fresh produce, directly from farm to fork”) Mindspeller was asked to provide decision support during the creation and monitoring phase of this strategic rebranding campaign.

Tempo-Team is one of the leading  recruitment firms in the Benelux focusing on innovative solutions in Human Resources. In addition to providing consultancy services to clients across the Benelux, Tempo-Team offers in-house services for finding both permanent and temporary employees across a multitude of industries.

Tempo-Team was looking to differentiate its brand frame more from the competition. They asked Mindspeller how to improve the in-store experience and trigger the brand’s intended associations.

While affiliated with BNP Paribas Fortis, one of the leading European financial institutions, Hello Bank managed its proprietary brand identity independently. For their mobile brand, the bank sought a way to reinforce its connection with the core demographic while setting itself apart from the competition. They began a rebranding exercise with the intention of exploring new associations for their brand.

Hello Bank was looking for creative ways to maintain and improve its competitive edge in the youngster segment. In order to reinforce the brand’s connection with this target demographic, our client was looking for new insights on the implicit level, responsible for driving top of mind associations. With Mindspeller’s help, Hello Bank was looking to integrate insights resulting from our research into their 2018 spring campaign.

Antwerp is a city in Belgium and the capital of Antwerp province in the Flemish Region. it is the most populous city proper in Belgium, and with a metropolitan population of around 1,200,000 people, it is the second largest metropolitan region after Brussels.

Both economically and culturally, Antwerp is and has long been an important city in the Low Countries, especially before and during the Spanish Fury (1576) and throughout and after the subsequent Dutch Revolt.

The City of Antwerp set out to define and implement a brand strategy leveraging latest consumer neuroscience insights to create an original brand frame. 

Key selection criteria for securing the bid:

1. The strategy should reinforce the city’s ambition to portray itself as a resilient city, constantly reinventing itself;
2. City marketing should rigger key intended associations: ‘creativity’, ‘flamboyant’, ‘drive’
3. Ensure relevancy and distinctiveness for our target audience.