DPL7012 / sección 3
Rodrigo Alonso Concha Bustos
16.148.271-4
01/03/2015
Diseño Gráfico
DuocUc, Sede Plaza Vespucio
proven market research & brand management
Perfil de la empresa
Empresa dedicada al market research y brand management utilizada por compaĂąĂas para posicionar sus marcas en el mercado Dentro de los servicios que ellos ofrecen se encuentran: - Estudios de mercado - Posicionamiento Deseado - 4P Program - Who Profiles - Who Definitions - Desired Executionals
1
Mi cargo
Rodrigo Concha B.
Designer
Ingresé como apoyo en el área de diseño. Estuve a cargo de una “design expert” y ahora ocupo el cargo de “designer” trabajando directamente con Carolina Brandariz, ex P&G y experta en brand management. Colaboré en un comienzo en la ejecución y producción de separadores para presentaciones en PPT y también en la creación de templates para presentación de productos y servicios. Actualmente trabajando en el diseño del website de la empresa que se encuentra en construcción (www.wowbrandsgroup.com).
2
Tareas realizadas
Creación de templates y patrón de diapositivas para presentaciones de Power Point
Búsqueda y compra de imágenes HQ para realizar separadores
Rediseño de logo
Characters (personajes)
Diseño del website www.wowbrandsgroup.com
Folletos y papelería básica: tarjetas de presentación, carpetas, hoja carta, sobres
3
separadores
4
patr贸n de diapositivas
5
templates
6
folleto 4.
1.
communicate
2.
understand
register
production stage
long term idea stage
production stage
long term idea stage
process of or management involved in making execution
creative transformation creative transformation specific creative of the brand essence of the benefit claim carrying out of a strategy
process of or management involved in making execution
creative transformation creative transformation specific creative of the brand essence of the benefit claim carrying out of a strategy
overall
brief
brief
brief
execution
gut reaction
agreement or disagreement with recommendation
long term ideas
long term idea
short term idea
directions
specifics: - only relevant - concisely - expressing how strongly you feel about it - generating dialogue on relevant in disagreement - gently
recommendation
short term ideas
benefit claim visualizations
castings
recommendation
product visualizations
benefit claim visualizations
dramas
product visualizations
brand essence visualization
editings
recommendation
sound designs
long term idea stage
short term idea stage
execution stage
creative transformation creative transformation specific creative carrying out of a of the brand essence of the benefit claim
strategy
communication
short term idea stage
execution stage
v 3.0 CONFIDENTIAL AND PROPRIETARY
evaluation guidelines
3.
assess
5D
definition
long & short term idea stages
short term idea stage
execution stage
production stage process of or management involved in making execution
recommendation
proven market research & branding practices
execution stage
production stage
long term idea
short term idea
benefit claim visualization
product visualization
creative transformation of the brand essence
creative transformation of the benefit claim
precise visual depiction of the benefit claim
precise visual depiction of the branded product
multi sensorial action that happens along the execution
… is clear?
… is clear?
… is clear?
brand essence visualization
acting direction
casting
benefit claim visualization
product visualization
editing
sound design
precise visual depiction of the brand essence, includes brand mark and slogan
vision through which an execution eventually becomes realized
individuals with talent to perform a part
precise visual depiction of the benefit claim
precise visual depiction of the branded product
process of selecting, correcting and organizing written, visual, audible and/or film material
process of recording, selecting, correcting and organizing voice/dialogue and/or music/sound track
… is clear?
… is clear?
… is shooting board clear?
… are there at least 3 … is clear? alternatives to evaluate?
… is clear?
… is clear? … has perfect audio-visual sync?
… is clear?
drama
necessary condition for 5D assessment
must be satisfied to proceed to 5D assessment
… is clear?
Drives
… when it causes essence & personality to happen or develop in the mind and heart of our Who
… drives long term … is the creative transformation focused idea and is in on the brand essence personality? and in personality?
… drives desired executionals: design theme and benefit visualization, color, look & feel codes?
… drives desired executionals: design theme and product visualization, color, look & feel codes?
… drives desired executionals: design theme and color, look & feel, sound design codes?
… drives long term idea and desired executionals: design theme and brand essence visualization codes?
… drives desired … drives desired executionals: casting executionals: design theme and look & feel, codes? sound design codes?
… drives desired executionals: design theme and benefit visualization, color, look & feel codes?
… drives desired executionals: design theme and color, look & feel codes?
… drives desired executionals: design theme?
… drives desired executionals: design theme and sound design codes?
Drives
… when it is focused on the benefit claim
n/a
… is the creative transformation focused on the benefit claim?
...drives short term idea?
...drives short term idea?
...drives short term idea?
n/a
...drives short term idea?
...drives short term idea?
...drives short term idea?
...drives short term idea?
… grabs attention in the media context?
… grabs attention in the media context?
… is focused on the benefit claim? … grabs and holds attention from beginning to end in the media context?
… grabs and holds attention from beginning to end in the media context?
… grabs attention in the media context?
… drives benefit claim? … grabs attention in the media context?
… is focused on the benefit claim? … grabs and holds attention from beginning to end in the media context?
… grabs and holds attention from beginning to end in the media context?
… is worth spending time on?
… is worth spending time on?
… is worth spending time on?
… is focused on the benefit claim? … grabs and holds attention from beginning to end in the media context? … is worth spending time on?
… is focused on the benefit claim?
… grabs attention?
… drives benefit claim? … grabs attention in the media context?
if substratum…favors benefit claim visualization?
...drives short term idea?
… is focused on the benefit claim?
… is worth spending time on?
… is worth spending time on?
… is worth spending time on?
… is worth spending time on?
… is worth spending time on?
… is worth spending time on?
… is worth spending time on?
...evokes [Who verbatim] reaction? … is flexible enough to travel across touchpoints?
...evokes [Who verbatim] reaction? … uses touchpoint to its best advantage?
...evokes [Who verbatim] reaction? … uses touchpoint to its best advantage?
...evokes [Who verbatim] reaction? … uses touchpoint to its best advantage?
...evokes [Who verbatim] reaction? … uses touchpoint to its best advantage?
...evokes [Who verbatim] reaction? … uses touchpoint to its best advantage?
...evokes [Who verbatim] reaction? … uses touchpoint to its best advantage?
...evokes [Who verbatim] reaction? … uses touchpoint to its best advantage?
...evokes [Who verbatim] reaction? … uses touchpoint to its best advantage?
...evokes [Who verbatim] reaction? … uses touchpoint to its best advantage?
...evokes [Who verbatim] reaction? … uses touchpoint to its best advantage?
Desired Positioning and Executionals Benefit Claim
Drives
… when it is distinctive, grabbing and holding attention
Drives
… is worth spending … when it evokes a time on? positive emotional response towards the ...evokes [Who brand verbatim] reaction? … when it favors the … is flexible enough cohesive amplification to travel across across touchpoints touchpoints?
Attention
Positive Emotion
Drives
Synergy
… grabs attention?
7
characters
8
redise単o
proven market research & branding practices
proven market research & brand management
9
framework wOw brands framework
ks itud att
ion
awarene
ta c h m e nt
metrics
metrics
metrics definitions · · · ·
v 5.0
confidential and proprietary
envision future
iat
at
4p likes & dislikes
oc
a
ass
understand past
ss
ivity ct
results
e
market company competition suppliers intermediaries publics
exclusive purchasers
market segments target prime prospects
profiles
guidelines + metrics
metrics desired positioning · · · · ·
prime prospect exclusive purchasers
insight
guidelines + metrics
dashboard
4p program
purpose values personality benefits & RTBs essence
desired executionals guidelines + metrics desired positioning
activate future
results
els fe
present
acts
experiences
th in
0
environment demographic economic socio cultural technological political natural
guidelines + metrics
4p experience
· personality · benefit & RTB · essence
desired executionals guidelines + metrics
guidelines + metrics
proven market research & brand management
10
tarjetas de presentación
proven market research & brand management
MARTÍN CUMPLIDO C. product & account manager
cumplido.m@wowbrandsgroup.com (56) 2 2941 1600 ext. 621 Av. Vitacura 2808, Of. 901, Las Condes, Santiago, Chile
the market research & brand management solutions that proved to power brands at the world’s greatest companies
11
carpetas
proven market research & brand management
Av. Vitacura 2808, Of. 901, Las Condes, Santiago, Chile
EXCEDENTE
(56) 2 2941 1600 ext. 623
proven market research & brand management
www.wowbrandsgroup.com
Av. Vitacura 2808, Of. 901, Las Condes, Santiago, Chile
(56) 2 2941 1600 ext. 623
EXCEDENTE
www.wowbrandsgroup.com
CORTE PLISADO
12
e-mail signatures
Rodrigo Concha Bustos (56) 2 2941 1600 ext. 615
Designer
(56) 9 7672 8130
Av. Vitacura 2808, Of. 901, Santiago, Chile
proven market research & brand management
13
website
14
C
B
A
1,20 m
2,47 m
0,90 m
0,42 m
(no a escala)
2,70 m
1,22 m 0,42 m
1,20 m
0,15 m
mesa impresora
5,15 m
0,54 m
1,20 m
1,41 m
1,41 m
0,94 m
1,20 m
1,20 m
paño ventana 3,60 m paño ventana
1,20 m
apertura ventana
1,20 m
paño ventana
Panel 0,90 m
1,20 m mueble impresora
3,60 m paño ventana
0,80 m
0,60 m 0,40 m
0,30 m
0,60 m
escritorio + retiro de persona
0,30 m
paño ventana
1,55 m
1,47 m
1,20 m
3,55 m
1,55 m
0,60 m
escritorio + persona trabajando
1,20 m
1,66 m
5,35 m
AC
2,20 m 1,55 m
1,10 m
6,70 m
1,66 m
0,60 m
Toma Corriente
0,62 m puerta corrediza
1,66 m
1,36 m
1,80 m
Pared a construir
23,86 m2
24,38 m2
38,22 m2
(no a escala)
0,36 m
5,34 m
0,60 m
SUPERFICIE DE OFICINAS:
C
B
A
plano oficina
12,60 m
paño ventana
0,42 m 0,40 m
4,84 m 1,20 m
2,02 m 2,40 m
0,89 m
15
Conclusiones
Debilidades: Suelo ser muy detallista y en ocasiones perder mucho tiempo en revisiones, esto puede ser considerado por otra persona como lentitud. Considero que una de mis mayores debilidades en el mundo laboral es la puntualidad, por ser mi primer trabajo en horario de oficina, pero estoy trabajando en eso. Fortalezas: FortalecĂ la capacidad de analizar y comprender las instrucciones de manera eficiente, tratando de lograr esto de forma permanente. La perseverancia tambiĂŠn es una virtud muy importante que he mantenido y me ha ayudado por ejemplo a desistir de bajar los brazos en mĂĄs de alguna ocasiĂłn.
16
Aporte personal a la empresa: Creación de productos, rediseño de imagen corporativa y diseño de la página web pronta a estrenarse. Datos y contacto con proveedores para requerimientos gráficos impresos y digitales.
Aprendizaje adquirido: La metodología de trabajo, es muy importante adoptar un método para optimizar el tiempo. El trabajo bajo presión, la disciplina, la constancia y conocimientos técnicos prácticos y de comunicación.
17