2. The 2nd Mind:
The choices, motivations, and behaviours manifested by human beings
operate from the following well-established premises:
• 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.

3. The 2nd Mind:
People
• 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.

6. The 2nd Mind:
Brands
• 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?

8. The 2nd Mind:
Culture
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.

9. Identity
Renewal Feeling
Spirit Thought
Freedom Attraction
Structure Energy
Growth

10. Unique Brand Signature: Unaligned Unique Brand Signature: Aligned
Where Most Companies Are Where You Want To Be You vs. Your Competitors