The 2nd Mind:

• The human mind is a complex, multifaceted phenomenon.

• That part of human consciousness with which we are familiar (ie. the conscious

mind) is merely the tip of the iceberg.

• Human behaviour for the most part is rooted in the 9/10ths of the iceberg which

lies beneath the surface.

• The individual is unaware of the nature of the processing that occurs in the

depths of his/her own being.

• Simple observation and mainstream research are insufficient to uncover non-

conscious processing.

• In the field of business, this non-conscious processing impacts organisational

culture, brand effectiveness, and buying behaviour far more than anyone

realises.

The choices, motivations, and behaviours manifested by human beings

operate from the following well-established premises:

The 2nd Mind:

• We can quickly and accurately analyse any individual, group, or demographic sector

• This reveals the shared archetypal elements common to the majority, which can be

exploited by marketers (in projecting a brand and defining market behaviour).

In simple terms, we identify what really gets people going and t

hen strategise how to leverage this to the maximum.

People

Brands

The 2nd Mind:

• We can take an existing brand and identify its strengths and weakness in terms of its

impact on this all-important area of non-conscious processing.

• In other words, we can answer the following questions:

– Is my brand's current projection adequately targeting the 2nd Mind?

– How are people responding to my brand in terms of their non-conscious motivations

(which is actually responsible for 90% of their behaviour)?

– How can I tweak my brand strategy to optimise its impact on the 2nd Mind?

The 2nd Mind:

Whenever human beings aggregate around a common purpose, be it a family, a tennis club,

company or corporation, the group functions as an entity with its own personality, quirks, likes,

dislikes, and most importantly, its own 2nd Mind.

• The way this entity projects itself as a collective is known as “culture”. We have an

assessment which can analyse this entity's persona and 2nd Mind in order to know:

– How to motivate the behaviour of this entity in specific, desirable ways.

– To what extent this entity is harmonising with the business and its brands.

– How to strategise effective interventions in the culture.

Culture

Identity

Feeling

Thought

Attraction

Energy

Growth

Structure

Freedom

Spirit

Renewal

Unique Brand Signature: Unaligned Unique Brand Signature: Aligned

Where Most Companies Are Where You Want To Be You vs. Your Competitors