negocios branding 2009
TRANSCRIPT
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Serviços de Branding
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Consultorias de Branding
Escritórios de Design
Agências de Propaganda
Empresas
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Consultorias
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Dar nomes
Construção de nomes
Construção de marcas completamente
novas
Consultorias
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Perfil da genética da marca – definição da plataforma de desenvolvimento de produtos e ações de comunicação.
Arqueologia da marca
Fundamentação da marca
Definição da promessa da marca
Raízes da marca
O toque da marca
Consultorias
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Cultura da marca
Expressão da marca
Arquitetura de Marca
Experiência de Marca
Tom de Voz
Identidade de Marca
Visão da Marca
Consultorias
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The Brand Identity SystemTM (Sistema de Identidade
de Marca para definir a essência da marca, elementos
centrais e ampliados, relacionamentos da marca com o
cliente e proposições de valor
Perfil da genética da marca
Brand-gineering
Desenvolvimento de protótipos de conceito
Teste de conceito
Consultorias
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Comunicações da marca
Propaganda e Promoções
Planos de comunicação que indicam os níveis de retorno desejados para as ações
Valor de marca
Auditorias e avaliações de imagem
Consultorias
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Análise da situação
Vinculação da marca ao planejamento estratégico
Segmentação e planejamento de mercado
Assessoria em mercado e desempenho competitivo
Estratégia pré-fusão
Integração pós-fusão
Desenvolvimento de novos negócios para crescimento
Aproveitamento de sinergias
Consultorias
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Análise de Indústria e de Concorrentes
Planejamento Estratégico
Globalização
Análise de portfólio corporativo
Vantagem Competitiva Sustentável
Visão, Missão e Objetivo
Estratégias de Crescimento e Planejamento
Consultorias
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Eficiências Operacionais
Modelagem financeira
Análise da produtividade
Alocação do capital
Gestão de Portfólios
Brand Metrics (Mensuração de Retorno sobre Investimento)
Construção de valor de ações (papéis)
Administração de marca
Consultorias
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Desenvolvimento do Processo de Novos Produtos
Materiais de PDV
Materiais de Venda e de Suporte às Vendas
Relacionamentos da marca com clientes
Educação de clientes
Geração de insights com funcionários
Transferência de conhecimento
Contar a história da marca para funcionários
Implementação com funcionários
Envolvimento de todos na organização na construção da marca. Formação de equipes de campeões da marca
Treinamento de Marca
Criação de ambição nos funcionários
Consultorias
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Ferramenta para medir a mudança efetiva gerada pela comunicação (visão clara e compartilhada, alinhamento de liderança, processo de comunicação – métricas, veículos, etc, impacto de comunicação – inspiração para agir/mudar comportamento, envolvimento dos funcionários – alinhamento da cultura da organização).
Ferramentas na Internet, para avaliar arquitetura de marca
Consultorias
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Pesquisa
Pesquisa de Marca
Pesquisas qualitativas e quantitativas
Auditoria do desempenho da marca
Pesquisas com consumidores
Etnografia ambiental
Experiência de compra com a marca
Fontes de dados secundários
Benchmarking
Consultorias
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Segmentação de mercado/cliente
Avaliação da comunicação
Avaliação da experiência do consumidor
Determinação de tendências de atitudes e comportamentos na categoria de produto do cliente, com base em entrevistas de profundidade, técnicas observacionais, vídeos tipo “Culturescape”, diários de consumidor e sessões de Internet
Consultorias
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Legislação
Proteção de Marca contra usos indevidos
Acordos de uso de marca
Seguros de Marca
Consultorias
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www.brandbooster.com
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www.aquent.com
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brandactive.com
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www.brandedge.com
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www.brandwizard.com
(Empresa do grupo Omnicom)
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www.cricket-ltd.com
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www.prophet.com
Building Great Brands and Businesses
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David Aaker é sócio da Prophet
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www.acerexchange.com
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www.brandinstinct.co.uk
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www.equibrandconsulting.com
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www.gkdesign.com
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www.fearlessbranding.net
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www.addis.com
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Empresa de design gráfico.
Para cada uma das especialidades, cita casos.
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www.inwardconsulting.com
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www.inwardconsulting.com
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www.vivaldipartners.com
(Aaker faz parte do conselho)
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www.loganmktg.com
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exemplos
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exemplos
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interbrand.com
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casos
+
site brandchannel
(estão em SP)
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www.sterlingbrands.com
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www.designforum.com
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www.lsb.com
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www.brand.com
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BrandSolutions helps companies and organizations do two things:
1. Develop and implement brand strategies that lead to enduring
profitable growth and market leadership positions.
2. Create and use brand identity to market, advertise and sell their
products and services.
BRAND CONSULTING SERVICES
• Branding Workshops and customized brand training
• Brand identity creation and development
• Brand Naming as well as brand naming architecture and sub-
branding strategies
• TechnoBranding SM brand development services
• Brand equity and communications audits and measurement
• New product, brand and corporate positioning strategies
• Create Strategic Creative Options—theme boards—To Find the
Best Synthesis of Brand Identity and Advertising
• ―Build the Brand From the Inside Out‖ - Consulting services that
produce accountable and real changes in how organizations deliver
on their brand promise
• Brand Loyalty Programs
• Employee Loyalty Programs
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MORE BRAND CONSULTING SERVICES
Chuck Pettis can provide executive-level brand and marketing consulting services on a
contract or project basis.
1) VP of Brand/Communications “For Hire” – Temporary assignments to work for
your company or agency on a part-time or contract basis.
Qualifications:
• Set up one of the first in-house advertising & PR agencies in the US.
• Managed multi-million dollar budget for Fortune 50 corporation.
• Conducted advertising, design and public relations agency searches.
• Founded and started-up multiple entrepreneurial and intrapreneurial businesses.
• Principal in advertising and public relations agency for 13 years.
• Over 10 years brand consulting experience with well over 100 companies/brands.
2) Project-Based Consulting
• Brand & Marketing Communications Audit - Conduct an assessment of company’s
communications materials and provide a report on what is working and what could
be improved, with specific recommended actions.
• Advertising, Public Relations, Design, or Direct Marketing Agency Search –
Conduct a systematic search to find the optimal agency to suit the companies needs.
• Marketing Communications Organizational Audit – Assess the current marketing
communications organization and provide a report on what is working and what
could be improved, with specific recommended actions.
• Strategic Planning - Help define short- and longer-term business objectives, and
develop marketing plans to achieve those objectives.
• Any marketing project requiring senior executive-level experience.
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MARKET RESEARCH SERVICES
We employ the full range of research techniques to build solutions for our
clients. We use both qualitative and quantitative approaches, according to
issues and client needs. Some of the methods we have used include:'
• Focus Groups, one-to-one interviews and other qualitative techniques
• Telephone, mail and Web-based surveys
• Emotion Mining™
• Brand Tracking Research
• Market segmentation studies
• Product Positioning Studies/Competitive Analysis
• Brand Loyalty Research
• Brand Loyalty and Switching Analysis
• New product concept testing
• Ad comprehension, reaction, & effectiveness testing
• Copy testing
• Spokesperson, mascot and brand character analysis
• Brand awareness, usage, positioning, purchase factor and loyalty studies
• Customer satisfaction
• Employee loyalty and commitment
• Packaging, graphics, naming, tagline, logo testing
• Pricing
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Agências
McCann
Young & Rubicam
Publicis
Thompson
WPP
Ogilvy
Leo Burnett
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www.universalmccann.com
(Grupo McCann)
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www.futurebrands.com
(Grupo McCann)
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www.yr.com
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www.publicis.fr
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www.wpp.com
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www.ogilvy.com
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Exemplos dos programas da IBM
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www.leoburnett.hu
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Design
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Design de logomarca
Kits de aplicação de marca
Central de aplicações de marcas digitalizadas
Serviços de Integração de Marca
Programas de Identidade Corporativa
Sinalização e aplicações gráficas
Design
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Design de embalagens
Kits para criação de embalagens
Materiais de PDV
Aplicações gráficas para produtos
Padronização de documentos
Kits para geração de documentos, através da Internet
Design
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Merchandising visual
Planejamento e design de equipamentos de loja
Design de interiores
Design de iluminação (arq.: luminotécnica)
Planejamento de espaço e de funcionalidades
Ambientes virtuais
Coordenação de fornecedores e terceirizações (arq.)
Literatura Corporativa
Design
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Apresentações de power point
Web Design
Suporte aos diferentes ciclos de vida do produto
Acompanhar desenvolvimento de produto
Desenvolvimento de Novos Produtos
Kits para geração de anúncios
Design
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Propaganda
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Posicionamento Estratégico
Rejuvenescimento de marcas existentes
Manutenção de top of mind
Montagem de um composto de comunicação adequado
Arquitetura de Comunicação
Desenvolvimento de campanha de ações de comunicação
Planejamento de Mídia
Propaganda
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Ofertas modificadas
Escritórios de design estão cada vez mais oferecendo consultoria em marketing, denominando-se consultores de marca/branding. Wolff Olins e Interbrand freqüentemente contratam profissionais de contabilidade e consultores de gestão para completar suas competências de estrategistas.
A consultoria de design é, hoje, somente um dos serviços oferecidos por esses grupos, juntamente com consultoria estratégica, consultoria sobre meios eletrônicos e estratégias de comunicação para público interno.
Grandes grupos - Omnicom, WPP, Interpublic - estão resolvendo esta questão como proprietários tanto de agência de propaganda tradicionais, quanto consultorias internacionais para marcação.
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ALTA
Diferenciação
Administração Estratégica Administração Operacional Administração Tática
MÉDIA
Diferenciação
BAIXA
Diferenciação
Consultores de Marketing
Consultores de Gestão
Consultores de Marca
Agências de Propaganda
Produção de Materiais
Estúdios de Design
Movimentos
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fim