We are a management consultancy specialized in Business Development through Strategic Brand Development.
A clear identity for the employees and in all communication, activation and innovation of the brand leads to better results for our clients.
Our work is based on deeply rooted cultural, sociological, and psychological insights followed by award winning Visual Identity and Communication.
We are based in Mexico City and Copenhagen.
“Their management consultancy is based on a proven, comprehensive methodology that allows their recommendations to have solid foundations.
Working with Nord Centro Brand Development has been highly valuable for us.”
— Martin Plettner, Managing Partner, RIóN Mergers & Acquisitions
Strategic Brand Development
Strategic Brand Development is rooted in what gives meaning in the target group’s project in life.
Consumers are not initially interested in what a company or a product offers.
Consumers care about their own lives and how their choices and consumption strengthen their character, how they are perceived by others, creating profit, being more interesting than their peers, and their own identity and freedom. Consumers want to feel recognized, desired, and accepted for being themselves. They require meaning and the sense of fulfillment.
Strategic Brand Development ensures meaningful connection between the brand and the right target group.
Consumer connection requires insights into the Meaning Areas of the desired target group in order to understand perceptions, motivations, and behaviors driving these areas. Integrating these understandings into the Brand Strategy allows the brand’s establishment of resonance in the market and a connection with the consumer, motivating them to buy or recommend the brand again and again.
Strategic Brand Development is the guideline for the visual identity and all communication, innovation, and activation of the brand.
The Brand Essence is the distillation of the brand into one clear thought.
The Brand Key is the condensation of the brand’s competitive environment, the target, the insights, the benefit, the values and personality, the reason to believe, and its differentiator.
The Brand Strategy is the clarification of criteria to earn the target group’s appeal and relevance in both the long and short term.
The Brand Compass is the strategic guideline for the implementation of the brand in the chosen markets and its integration into the client’s organization and vision.
Strategic Brand Development, in headlines
Phase 1: Establishment of fact-based foundation of Key Insights
- Research on the company, products and target groups
- Needs, drivers, and motivation map
- What is the category all about? How can the brand appeal and be relevant to the target group?
- Hypotheses into ideas
Phase 2: Identify relevant, ownable Meaning Areas and build Strategic Concepts
- Establish preliminary concepts / areas
- Develop Strategic Concepts
- Business case scenario design targeting
- Consumer insights (I): In-depth interviews within the defined target groups and qualitative on-site testing
Phase 3: Validate Strategic Concepts (Meaning Areas). Identify viable lead concepts.
- Further develop Strategic Concepts
- Consumer insights (II): In-depth interviews within the defined target groups and qualitative testing on site
- Finalize Strategic Concepts
- Business case fine-tuning
- Building the narrative
Phase 4: Brand into profitable business: Recommendation, including Brand Strategy.
- Brand Essence, Brand Key, and Brand compass
- Main messages and supporting stories
- Narrative structure and story drivers
- ‘The Brand Experience’
- Creative brief for Visual Identity and Communication Universe
The Visual Identity is the first handshake between the target group and the brand.
That consumers are attracted by good design is not especially ground-breaking.
What is important is that they are attracted by the opportunity to identify themselves with the brand and the company behind it.
If the Visual Identity is inspirational, it creates a difference in our consumers’ life and a sense of belonging to the company’s brand.
The Visual Identity is much more than a logo.
The Visual Identity is a substantial part of the company’s overall brand expression.
It’s a communication system with a toolbox of visual elements such as logo, key colors, typefaces, super graphics, image style, graphic elements, brand images, photos and web.
The Visual Identity is the Visual Position of the company and the brand among its peers.
The Visual Identity makes the target group proud of belonging to the brand.
The Visual Identity is the brand’s first connection with the consumer. It tells the story of the brand in a split second. The Visual Identity expresses and reflects the brand’s culture, character, personality, products and or services. It creates immediate identification with or rejection of the brand.
The right Visual Identity will involve not only consumers, but employees. It will set a standard to live up to and create proud feelings among everybody and ensure that the company will stand out as a brand with a strong identity.
Development of a Visual Identity in headlines
Phase 1: Establish Fact-Based Foundation of Key-insights
- Research of the company and the products
- Research of the market and the competitors
- Research of the visual communication of the competitors and the visual culture in the sector
- Translating brand essence and Key communicators into design values
Phase 2: Development of Visual Identity Concept and Platforms
- Establish premise for design
- Development of design fundament
Phase 3: Validate Visual Identity Concept
- Unfolding the visual identity on various elements
- Validation of final design
- Develop visual identity ‘toolbox’
- Design manual 1.0
Phase 4: Production, including launch
- Implementation of visual identity on various platforms
- Development of design manual 2.0
The Communication Universe is the voice of the company.
To get attention in the market, one must speak with a clear voice.
A brand must have a voice of its own.
The Communication Universe transforms brand strategy into communication.
The Communication Universe is the link between strategy and the market. The Communication Universe communicates the reason to buy.
The Communication Universe ensures that every kind of communication takes the same direction.
In a highly competitive market, it is important to focus every part of the company’s messaging and communications– commercials, press, PR, social activities- along the same lines. If the Communication Universe is set correctly, there will be only one voice and the message will be clear.
Development of a Communication Universe, in headlines
Phase 1: Understanding of the company, its self-perception, the strategic brief, and the brand’s product line.
- Research of the company and the products
- Research of the market and the competitors
- Research of the competition’s communication strategies i.e. their USPs, taglines, tone of voice, brand stories, media and channel choices, and all other applicable variables
Phase 2: Development of USP, tagline and Communication Universe.
- (if intended) Development of the name and clarification of name
- Development of USP and tagline
- Development of the Communication Universe
Phase 3: Unfolding and validation of the Communication Universe
- Unfolding the Communication Universe in to specific ideas and ways of communication relevant to the consumer – direct communication, social media, movies, ads, events, etc.
- Unfolding stories for PR and press
- Validation of actual ideas and stories
Phase 4: Realization of the Communication Universe.
- Realization of the validated ideas: Production of movies, ads, events, direct communication, etc.
- Realization of PR and stories in the press
Peter J. Haugstrup
Head of Strategy/Founding Partner
Peter Haugstrup specializes in Strategic Brand Development. He moved to New York in 1999 to begin his career at the Strategic Planning Unit of the Secretary-General of the United Nations, became Associate Professor in International Law at the University of Copenhagen, and then co-founded the Strategic Advisory firm ImagineWhen AG in Switzerland.
Peter’s more than 15 years’ experience with international strategic advisory and multicultural understanding allows him to identify the drivers of international consumer behavior for our clients. To further ensure identification of the relevant sociopsychological insights and the creation of meaningful connection with the desired target group, he undertook a four-year apprenticeship under Dr. Jørn Beckmann, Adjunct Professor in Psychology at New York University.
In 2010, Peter became Senior Director of Insights International A/S, where he advised leading international brand owners. Among others, he was an essential part of creating, testing and integrating an unprecedented world-wide brand strategy for The Absolut Vodka Brand of Pernod-Ricard.
Four years later, Peter founded Nord Centro Brand Development in Mexico City and continued his management consultancy activity to leading brand owners. Since 2016, he also serves as Vice President of the Nordic Chamber of Commerce in Mexico representing Norway, Iceland, Sweden, Denmark and Finland.
Peter holds a Master of International Law from the University of Copenhagen with the equivalent of summa cum laude in Modern International Law.
Head of Visual Identity
Morten Windelev is the Head of Visual Identity at Nord Centro Brand Development and the founder of Re-public, a boutique agency specialized in visual identity. Morten has advised leading brand owners in, among others, Mexico, Scandinavia, Germany, Switzerland, Australia, Hong Kong and China.
For over 16 years Morten has created design solutions in all sectors for well over one hundred clients, including:
- Maersk; the world’s leading shipping company.
- QVARTZ; the leading Nordic management consulting company.
- Pablo Rión y Asociados; Mexico’s leading mid-market investment bank.
- DBA; Denmark’s largest classifieds site owned by eBay.
- Kopenhagen Fur; the world’s largest auction house of fur skins and the leading center for the global fur industry.
Morten and our design team have won more than 80 design awards from around the world, including:
- The Red Dot Gran Prix, in the category visual identity, as well as two Best of the Best Red Dot awards in Corporate Identity and Editorial Design; and three Red Dot awards for Corporate Identity and Brand Identity.
- The German Design Award for Editorial Design, as well as two special mentions in Corporate Identity.
- Creative Circle’s Design Agency of the Year in Denmark, as well as several gold and bronze prices in identity design and Editorial Design.
Our design has been published in numerous design publications throughout the world.
Head of Communication
Martin Kongstad uses his knowledge from the world of arts and media when creating Communication Universes, and the varied scope of his experience allows him to discover the essence of complicated matters.
Martin Kongstad’s three decades of experience in media, art and business began with his journalism for the most prestigious Danish magazines and newspaper. He served as a correspondent in London, went into fiction and wrote highly acclaimed theatre plays, and worked eight years as Senior Creative of branding and advertising at Wibroe, Duckert & Partners, Denmark’s leading ad agency. His clients included Tuborg, the country’s largest brewery; Totalkredit, the credit company; the telecommunications company Sonofon; and Toms, the country’s largest sweet company.
Among Martin’s awards are three Best Commercial Movie prizes; the yearly prize for Best Lifestyle Television, the prize for Media of the Year, as well as numerous prizes in journalism.
He wrote Han danser på sin søns grav, in 2009 and was awarded Best First Novel of the Year in Denmark. His second novel Am I Cold, was published in the UK in 2015.
In addition to being Head of Communication, Martin hosts his own food program on national Danish Radio, is writing a third novel and is the father of three children.