Mirro

Creative Brief and background information

Projec)eam Marke.ng| september 2011

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Brand Name:

Mirro

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Whats Mirro

The brand aimed at ge<ng people the right mental healthcare at the right .me. Mirro will be aimed at Dutch residents Legally, Mirro will be a founda.on No mental health care provider or facility

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Why Mirro

Lack of .me and knowledge by end users and referring mental health workers leads to loads of people recieve the wrong mental healthcare. Mirro will guide this process and will provide insight to reduce the waste of .me, resources and money

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About the name

Taken from the word mirror Mirror as a metaphor for facing your problem(s) Self reec.ng, creates clarity, leads to market transparency Focus on the individual person Non judgmental, not describing mental health Doesnt claim promisis Young, modern, trustworthy Contains mir. (me in German, peace & world in Russian)

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Dos and donts Dos:

Focus on self management and self direc.ng UpliYing imagery Posi.ve imagery Sophis.ca.on

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Dos and donts

Donts:
O pu<ng mental health images like depressed or trauma.sed gures or imagery Outrageous happy gures or imagery Mirrored double R in the logo(type) Black backdrop

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Dos and donts

Donts:
The logo shouldnt resemble any of the following:

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Target groups (phase 1)

Mental care advise end user Municipal mental healthcare worker

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Stakeholder analysis
Primary target groups

Mirro Foundation Therapist Mental Health care companies End user Municipal Mental Healthcare worker Employers

Insurance companies

Doctors & GPs

Online healthcare companies

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End user
Interest Goal Promise Barriers / Doubts Insight Work on My Problem Bespoke guidance Not clear

Hidden agenda, maybe just aimed at cost reduc.on

Bonds / Benets

Ac.ve direc.on
On health issues and care process

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Municipal mental healthcare worker

Interest Goal Expectancy Barriers / Doubts Bonds / Benets Integrity Credible
Not just another inita.ve

Reduce workload
Increase .me for actual healhcare via ease of use system

Autonomy restric.on
Fear of the new and unknown. Judging based on peer reviews?

Mental health well organised

Take pride in your work

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Positioning Mirro
revolutionary
Brand value: -guiding -aware of surroundings -self conscious

Services

Brand value: -accessible -transparent

individual
Brand values: -personal -reliable -proven

social

Proven Methods

Execu.on

respectable
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