e branding 02 - do branding ao ebranding
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Do Branding ao eBranding
eBranding, aula 02
MBA Marketing Digital – UNIMONTE Prof. Nivaldo Silva
2011
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1. O que é Branding?
2. Como fazer?
3. Branding no mundo digital
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1. O que é “branding”?
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“Branding é o conjunto de ações ligadas à
administração da marca. Ações que podem levar a
marca para além da sua natureza econômica,
passando a fazer parte da cultura e influenciar a
vida das pessoas”
José Roberto Martins
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“É o processo de estabelecer e gerenciar imagens,
percepções e associações pelas quais o consumidoe
se relaciona com um produto ou empresa”
Naomi Klein
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“Branding é a arte e ciência de identificar e suprir
as necessidades físicas e emocionais do homem
conquistando atenção, imaginação e emoção por
tempo suficiente para fazer dinheiro com isso”
Idris Mootee
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“A arte do marketing é a arte de construir marcas.
Se você não é uma marca, você é um commodity. E
quem produzir mais barato ganha”
Philip Kotler
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Concluindo:
Branding é o esforço para controlar a imagem da
marca na mente do público.
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Colonização
de mentes
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Lealdade
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Toda empresa precisa trabalhar sua marca
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Criou-se uma indústria da marca Agências, estúdios de design, produtoras, consultores...
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E é neste cenário que sua marca precisa entrar
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Como?
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2. Como fazer Branding?
(uma introdução)
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Idris Mootee Marty Neumeier
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Estratégia Criatividade
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Estratégia Criatividade Design Thinking
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2. Abordagens para o branding
Idris Mootee
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Branding por planejamento
• Branding como parte de um planejamento
estratégico global
• Construção estratégica do Portfolio
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Branding por imagem
• Muita força em publicidade
• Controlada por agências
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benneton
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Branding por experiência
• Atenção especial para os momentos de
relacionamento do consumidor com a marca
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Branding por expressão pessoal
• A marca ajuda o público a construir e comunicar
sua identidade
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Disciplinas do Branding
Marty Neumeier
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Diferenciar
Colaborar
Inovar
Validar
Cultivar
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Diferenciar
Colaborar
Inovar
Validar
Cultivar
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Nosso cerebro é programado para identificar o
diferente
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Para isso, tenha foco
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Quem é você?
O que você faz?
Por que isso importa?
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metrô
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Diferenciar
Colaborar
Inovar
Validar
Cultivar
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Desenvolver e gerenciar uma marca é um processo
multidisciplinar, o controle sobre a imagem da marca
depende da colaboração entre diversas equipes.
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Agência integrada
Agência integrada
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Consultoria de marca
Consultoria de Marca
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Equipe de marketing integrada
Equipe de marketing
integrada
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Vários formatos possíveis, nenhum é simples.
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Diferenciar
Colaborar
Inovar
Validar
Cultivar
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É através da inovação que a empresa consegue
entregar aquilo que a marca promete.
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Inovar é oferecer ao seu público aquilo que nem eles
sabem que querem.
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Captando desejos latentes
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Diferenciar
Colaborar
Inovar
Validar
Cultivar
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Auditoria de marca nos diz se imagem da marca está
sendo construída na mente do público de acordo
com o que projetamos.
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Pesquisa:
É melhor ter respostas vagas às perguntas certas do
que respostas detalhadas às perguntas erradas.
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Teste:
Distinguibilidade
Relevância
Memorabilidade
Extensibilidade
Profundidade
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Diferenciar
Colaborar
Inovar
Validar
Cultivar
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Branding é um processo contínuo
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Toda ação da empresa influencia na imagem da marca
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Diferenciar
Colaborar
Inovar
Validar
Cultivar
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Branding no mundo digital
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Cada um dessas disciplinas é transformada quando
colocada nas cultura que emerge das novas mídias.
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Como diferenciar um produto digital?
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Como colaborar não só com a equipe, mas também
com o público?
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Como inovar em um mercado fanático por
tecnologia?
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Como usar mídas sociais para validar a imagem da
marca?
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Como cultivar sua marca a longo prazo em um
mundo altamente dinâmico?
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eBranding = gestão de marca nas mídias digitais e
no ambiente cultural que emerge a partir delas.
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Do Branding ao eBranding
eBranding, aula 02
MBA Marketing Digital – UNIMONTE Prof. Nivaldo Silva
2011