slides marcas branding marcos hiller
DESCRIPTION
Aqui os slides de minha palestra sobre Marcas & Branding na Business School SP em outubro 2012.TRANSCRIPT
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BRANDING @MarcosHiller
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@MarcosHiller
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CANCLINI, 2007
“um mundo cada vez mais
interligado e regido por
intercâmbios de ordem mercantil”
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LELECO, 2012
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Dica de Livro
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Pierre Levy (@plevy)
“todo mundo está ocupado fazendo business
com tudo: casamento, sexualidade, procriação,
saúde, beleza, identidade, conhecimento,
relações, ideias.... A pessoa se torna um
empreendimento”
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Paulo Vaz
“A era da informação é, na realidade,
a era do excesso de informação. “
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Erick Felinto, 2010...
“Quando as pessoas compram um iPhone, por exemplo, estão
não apenas adquirindo um aparato tecnológico, como também
vivenciando certo estilo de vida (digital) e se inscrevendo num
imaginário tecnológico que enfatiza as ideias de inovação,
elegância e distinção econômica.”
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AUMENTOU
O NÚMERO DE MEIOS
DE COMUNICAÇÃO
EXPONENCIALMENTE.
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JORNAL
REVISTA
TV
RÁDIO
TABLETS
SMARTPHONES
TV A CABO
VIDEO GAMES
VÍDEO ONLINE
PODCASTS
DISPLAY MEDIA
SMS
ADWORDS
OUTDOOR FACEBOOK
ORKUT
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MULTIPLICARAM.
AS MÍDIAS QUE SE
E NÃO FORAM SÓ
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SÃO MAIORES DO QUE NUNCA.
DE CONTEÚDO
A OFERTA E O CONSUMO
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DE DOWNLOADS.
DISPONÍVEIS E + 10 BILHÕES
+ 500 MIL APLICATIVOS
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O discreto
Mr. Frank
Robinson,
contador e
criador
do logotipo
Coca-Cola.
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“Elementos da
Marca”
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nome
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“embalagem deve criar um contato
emocional com os consumidores para
poder ser apreciada”.
@mgobe
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“Vamos estender a
marca?”
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Muitas marcas, mas todas no mesmo ninho
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Marcas e Embalagens NESCAFÉ, NESCAO, e NESTLÉ em Anúncio de 1931 ao Leite em Pó.
Adaptado de Watin-Augouard, J. Le Dictionaire des Marques.1997: 285
Lencastre, P. & Pedro, M. A Marca. In Brito, C. & Lencastre, P. Os Horizontes do Marketing. 2000: 28.
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Unilever’s mission
is to add vitality to
life.
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Unilever’s mission is to add vitality to life.
We meet everyday needs for nutrution,
hygiene and personal care with brands that
help people feel good, look good and get
more out of life.
Unilever Report 2005
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“Mestres das
Marcas”
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David Aaker
@davidaaker
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Jennifer Aaker
@aaker
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Clotilde Perez
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DICA DE LIVRO
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Paulo de Lencastre
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Augusto Nascimento
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Os 4 “Es” do Branding
ENCANTAR os clientes
ENTUSIASMAR os colaboradores
ENRIQUECER todos
ENLOUQUECER os concorrentes
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“Pôneis Malditos,
malditos mesmo”
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“Ronald, vai pro
divã”
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“Afinal, o que é
Branding”
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BRANDING
uma nova filosofia de gestão com foco na marca: a marca está no
centro de todas as ações que criam valor para o negócio.
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Branding = LONGO PRAZO
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“Você quer continuar vendendo água com açúcar? Ou quer mudar o mundo?”
Steve Jobs
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Muito Obrigado!