Case Study: City of Antwerp strengthens its brand strategy with Mindspeller

City of Antwerp uncovers 95% implicit brand drivers with Greenbook

The City of Antwerp sought to implement a new brand strategy to portray itself as a resilient and creative destination. Their challenge was to reinforce key associations like 'creativity', 'flamboyant', and 'drive' to ensure relevancy and distinctiveness for their target audience. To achieve this, they partnered with vendor Greenbook and utilized its Mindspeller Neuromarketing-as-a-Service solution.

Greenbook's Mindspeller provided a three-step approach, using Path Finder, Content Optimizer, and Mind Tracker. The solution delivered immediate insights from the first marketing assets, revealing interesting associations in the brand's long tail. These insights prompted a careful reconsideration of the original intended associations for the long-term brand strategy, allowing the City of Antwerp to optimize its campaign content for greater brand equity.

City of Antwerp