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