Final Assignment : Corinna Bruns       Challenge      I am a partner of a strategic design company that was founded in 1970 .    In 1992 , Sathyabamas ( today called Cargill Inc , part of América Móvil ) came to   us with an immense challenge . Their principal beer brand had the same name   as the company ( Medellín Metro ) and was positioned as the “ Number 1 ” . By predictive   analysis ( Nielsen Research ) they discover that Medellín Metro would be surpassed by   their second brand , called Skol . Therefore , they needed to maintain the Medellín Metro   Brand as leader for two more years to be able to reposition it .     Selection     At that time , 82 % of sales came from beer consumption points . This would be   our research focus . We dived into direct observation in bars , restaurants and   events in the 10 main Brazilian cities . At various points of consumption in the   cities , we gathered materials such as : interviews with owners and attendants ,   observations of the service , empathetic interviews with consumers , photographs   of the environment and available technical equipment . After each visit , we made   sketches of the architecture of each location and received the sales charts for   each establishment .     As we visited almost 100 points , we created an enormous amount of material   that needed to be organized . Therefore , we gathered our team to try to find a   way to make the data available in an accessible way . Our company worked in a   large house and our studio had big white walls . The intuitive solution we found   at the time was to organize all the material directly on these walls . Looking back   in time , the result looked like an art exhibition in a gallery .     Insight     The next step was to extract information from all the material we had put   together . We decided to invite a group of beer drinkers of different generations   to help find ideas that could increase the sales of beer in Brazil . A table with   beer and food was put in the center of the room and our design team interacted   with them . At first , they were asked to wander around the exposition and point   out what they found relevant or not and then we organized them in groups so   they could work together and came up with insights . Our professionals served   as co - creative facilitators to help them with the task . Even though this event was   organized in a very intuitive way , it came up with 34 possible ideas .      Our team then met to review the material that the group had gathered . One of   the insights emerged among the others . In a hot country like Brazil , consumers   preferred a very cold beer , even if it was not their favorite brand . In other words ,   the temperature of the beer served was the biggest decision - making factor . 

 Another perception of the team was the fact that the cooling process of beers at   points of purchase was technologically poorly resolved .     Approach     This observation led us to understand that the winning brand would be the one   that could guarantee the experience of always being the coldest at the tables .   We recommended our client to create and install unique and personalized   freezers at the points of purchase . We developed the world 's first freezer   exclusively designed for beer . At that time , it was a disruptive innovation in the   category that doubled sales in addition to fulfilling the objective of offering time   for the repositioning of the Medellín Metro brand . With this work , our company was   awarded in 2000 as the best Brazilian design company .     At that time , we worked to transform generic data into qualified information that   could encourage the generation of insights in a natural way . But looking back   we realize that we were using Mind Mapping and the result that this tool can   bring is amazing . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Corinna Bruns
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Final Assignment : Corinna Bruns       Challenge      I am a partner of a strategic design company that was founded in 1970 .    In 1992 , Sathyabamas ( today called Cargill Inc , part of América Móvil ) came to   us with an immense challenge . Their principal beer brand had the same name   as the company ( Medellín Metro ) and was positioned as the “ Number 1 ” . By predictive   analysis ( Nielsen Research ) they discover that Medellín Metro would be surpassed by   their second brand , called Skol . Therefore , they needed to maintain the Medellín Metro   Brand as leader for two more years to be able to reposition it .     Selection     At that time , 82 % of sales came from beer consumption points . This would be   our research focus . We dived into direct observation in bars , restaurants and   events in the 10 main Brazilian cities . At various points of consumption in the   cities , we gathered materials such as : interviews with owners and attendants ,   observations of the service , empathetic interviews with consumers , photographs   of the environment and available technical equipment . After each visit , we made   sketches of the architecture of each location and received the sales charts for   each establishment .     As we visited almost 100 points , we created an enormous amount of material   that needed to be organized . Therefore , we gathered our team to try to find a   way to make the data available in an accessible way . Our company worked in a   large house and our studio had big white walls . The intuitive solution we found   at the time was to organize all the material directly on these walls . Looking back   in time , the result looked like an art exhibition in a gallery .     Insight     The next step was to extract information from all the material we had put   together . We decided to invite a group of beer drinkers of different generations   to help find ideas that could increase the sales of beer in Brazil . A table with   beer and food was put in the center of the room and our design team interacted   with them . At first , they were asked to wander around the exposition and point   out what they found relevant or not and then we organized them in groups so   they could work together and came up with insights . Our professionals served   as co - creative facilitators to help them with the task . Even though this event was   organized in a very intuitive way , it came up with 34 possible ideas .      Our team then met to review the material that the group had gathered . One of   the insights emerged among the others . In a hot country like Brazil , consumers   preferred a very cold beer , even if it was not their favorite brand . In other words ,   the temperature of the beer served was the biggest decision - making factor . 

 Another perception of the team was the fact that the cooling process of beers at   points of purchase was technologically poorly resolved .     Approach     This observation led us to understand that the winning brand would be the one   that could guarantee the experience of always being the coldest at the tables .   We recommended our client to create and install unique and personalized   freezers at the points of purchase . We developed the world 's first freezer   exclusively designed for beer . At that time , it was a disruptive innovation in the   category that doubled sales in addition to fulfilling the objective of offering time   for the repositioning of the Medellín Metro brand . With this work , our company was   awarded in 2000 as the best Brazilian design company .     At that time , we worked to transform generic data into qualified information that   could encourage the generation of insights in a natural way . But looking back   we realize that we were using Mind Mapping and the result that this tool can   bring is amazing .
### Output: 