Branding-Aula3

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BRANDADVERTISING NEW COMMUNICATION TOOLS FOR BUSINESS INNOVATION

PROFยบ AMร RICO MATEUS IADE DESIGN & MARKETING - CREATIVE UNIVERSITY TALENT CORPORATE - BRAND MANAGEMENT UNIDCOM - RESEARCH FELLOW BRANDS(R)EVOLUTION MODEL - FOUNDER


BRANDS NOT PRODUCTS ! feel the difference !

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


WRITE DOWN WORDS, ADJECTIVES, VERBS, ACTIONS... • About

#1 and #2, what you feel from the ad’s

• define

who is the target

• define

the message

PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


#1 http://www.youtube.com/watch?v=6mOEU87SBTU http://www.youtube.com/watch?v=dB3JLKfmq-M http://www.youtube.com/watch?v=RQ_9e_Ud_nU

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


#2 http://www.youtube.com/watch?v=QNLjRxvDHZE http://www.youtube.com/watch?v=3LvnLOjmF8M http://www.youtube.com/watch?v=gycH-myYbZI

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


WHAT YOU FELLED... • senses • feelings • experiences • attributes • emotions • DOES...ARE

THE BRANDS PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


WHAT YOU GET • Its

that brown, sugared water soda

• packed • That

in a Can

is THE PRODUCT

PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


SO... WHAT IS THIS POWERFUL THING WE CALL BRANDS, THAT MAKE THIS SMALL DIFFERENCE ... PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


WE CONSUME PRODUCTS ... BUT... WE BUY BRANDS !

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


CONSUMERS POINT OF VIEW brands only exists from the consumers perspective PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


CULTURAL AND SOCIAL IMPACT exceeded the commercial origin PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


DREAMS Represent lifestyle !

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


REFLECTIVE: Using a brand you reflect to others a specific personality Nike: Success...Victory...Winning

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


SELF PERCEPTION Brands speaks to you! Regarding your self and your values Apple: Design...Beautifulness... Innovation

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


ACT FOR CULTURES telling a great story! PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


SCOPE OF THE NEW IDEA 100% pure PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


http://www.youtube.com/watch?v=9sEZ-wdFegU http://www.youtube.com/watch?v=AqDvogkBuNk PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


IDEAS Concepts !

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


THOUGHTS Messages, believes

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


STRANGE out of normality !

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


QUOTIDIAN Part of us !

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


WHY ? Because...we just love brands!

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


FOR WHAT THEY STAND for us humans!

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


SPIRIT Attitude, inspiration and vision power PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


FUNCTION Symbolic, Global and trendy PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


EMOTIONS ! Brand connect even continents by emotional power PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


EXPERIENCES Creative, holistic...consumer experiences powered by brands PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


BRAND PASSIONATE COMPANIES! Brand is the communication heart!

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


DAAS AUTO The automobile!

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


BRAND IS THE BUSINESS Seduction, Passion, Attraction, Interaction, Relationship ! PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


LIVING THE BRAND! From Brand building to Brand management

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


MYSTICISM strategy flows around the brand power

• Business

• Internal

and external effort is on the Brand frontline.

• Fulfill

the brands expectations

PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


... • People

are the Brand

• Value, coherence

and

consistence • Love

your client

• Top

down example PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


BRAND EXPERIENCE! Create emotional attachment to your brand!

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


GLOBAL BRANDS Are they unique?... maybe not!

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


ATTITUDE promises focus brands. PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


MULTI-BRAND APPROACH products/markets, positioning, empowering strategy synergies PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


BRANDS VS COMPANIES cohesion and management

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


GLOBAL NETWORK ! unified by the individual brand power...culture systems PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


MADE IN brands bigger then Nations - no frontiers PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


NATION BASED BRANDS products, services, experiences...sense of belonging ! http://www.youtube.com/watch?v=ta9Es6MNrbI http://www.youtube.com/watch?v=h7qr3IwtNlU

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


SUCCESSFUL BRANDS ! create Mark Up value and change a Nation worldwide perception... PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


HOW TO BUILD A BRAND paths and directives

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


STARTING POINT... •? • Typology? • New

or renewed?

• B2B, B2C, ONG?

PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


THE BRAND GOAL... Build Trust, trust and trust ! PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


THE BEST BRANDS ARE... coherent ! PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


THEY KISS AND MAINTAIN give time to consumers! PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


INVEST IN INSTITUTIONAL IMAGE PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


FIND THE UBP Develop business innovations with brand extensions strategy! PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


Same target different product...some brand value.....less effort on Marketing costs ! PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


ATTENTION TO NEW NICHES Explore synergies ! PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


LOOK FOR NEW TRENDS

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


KEEP THE FOCUS trust management ! PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


TO BUILD A BRAND • create, positioning, promote,

communicate and control.

• grow

brand performance,

• maintain

values, DNA, personality

• be

profitable! PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


...NEEDS • courage, ability, money,

determination

• creativity, originality, lots

of effort

• Keep

the promises!

PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


DIRECTIVES

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


1ª - LOOK ALL AROUND • product • environment • communication • behavior

PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


2ª - BUILD A PROGRAM architecture and portfolio

• Brand

• Product/Market

brands

• Synergies

brands

sub-

between all

• People

oriented brand’s offers PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


3ª - IDEAS

• create

and re-create

PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


4ª - QUALITY

the product, service, idea...

• of

PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


5ª - USER CENTERED

• From

people to people

• New

insights

• New

consumers

PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


6ª - SWEET SPOT

• Find

the Leading Idea

• Create

the differentiation

• Stick

with it

PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


7ª BREAK THE MODELS

• Why

not attitude

• Attention

to market and behavioral changes

PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


8ª - THINK BEFORE ACTION • Research • Create • Build • Plan • Act • Evaluate PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


9ª - PROMOTE YOUR impact PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


10ª - DISTRIBUTION make your brand available to consumers trough different channels and product types PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


11ª - CLARIFY and innovate your STP and MIX PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


PURPOSE CREATE BRAND VALUE

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


WHAT IS THE VALUE OF A THIS BRAND? PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


BRAND ADVERTISING

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


http://connectedsocialmedia.com/2306/brand-engagement-social-media-storytelling-2/

STORY TO ENGAGE PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


TODAY All Over Brands Types Brand Experience Brand Building Strategies Social Networking Brands Emotional Brands with Stories PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


EVOLUTION From Design and Identity to Branding and Brand management Communication and advertising to Brand Advertising and Brand Promotion Find the right IDEA to http://www.youtube.com/watch?v=83lMwpBKZK8 PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


ENGAGEMENT STRATEGY http://www.youtube.com/watch?v=MdXhn5Tm5wE http://www.youtube.com/watch?v=vAIfdSaTM64 http://www.youtube.com/watch?v=dZC_nhY8xZk http://www.youtube.com/watch?v=zv0IOBq-5y8 PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


WHO RULES THE BRANDS WORLD? truly!

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


FOR NAOMI KLEIN Brands rules human lives. Seeing the bad size of globalization trough brands ? PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


IF THAT WAS SIMPLE TRUE... NO NEW BRANDS COULD ATTACK THE GIANTS...BUT Trendy drinks attacks Coca-Cola e a Pepsi markets PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


Some Brands learned by the hard way...focus on consumer! GAP, LEVI’S, Marks & Spencer, Range Rover.... PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


NEW COKE FAILURE PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


leon competition !


MAC VS PC ADS PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


BRAND GUERILLA PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


PROMOTE THE SPIRIT PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


ENGAGE BECAUSE OF IDEAS PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


IN THE END...

• Brands

are not so powerful as they seem !

• Examples

of cycles

• re-birds

of great brands

PROFº AMÉRICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


THERE ARE FORCED TO re-invent and adapt to the environment ! PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


SO...

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


WE HAVE THE POWER !

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


WE...pay attention to brands communications and actions. for reward the best and punish the bad ones... PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


THE FUTURE ?

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


?

PROFยบ AMร RICO MATEUS - IADE DESIGN & MARKETING - CREATIVE UNIVERSITY - 2009 HAAGA-HELIA


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