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A quick and easy presentation regarding a 101 Branding Course.
Transcript of Branding Building a Unique Emotion
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BRANDINGBUILDING A UNIQUE EMOTION
Bryan Troche
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ADVERTENCIALa siguiente presentacin surge desde la perspectiva de un brand architect designer, puede ser bien
distinta al punto de vista de un brand manager corporate.
Mi enfoque es diseo y provocar el storytelling y que se queden con las ganas de conocer ms, brindndoles las herramientas
necesarias para construir un gran branding.
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who is BRYAN TROCHE?
bachelors in ADVERTISING masters in COMMUNICATION today a BRAND ARCHITECT a constant ENTREPRENUER university PROFESSOR university MENTOR future KEYNOTE SPEAKER
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Your brand is whatpeople say about youwhen youre not inthe room.JEFF BEZOS, FOUNDER OF AMAZON
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Design is the silent ambassador of your brand.
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Simplicity is the ultimate sophistication. Leonado Da Vinci
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MAKE IT SIMPLE, BUT SIGNIFICANT.
DON DRAPER
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Design is not just what it looks like & feels like. Design is how it works. STEVE JOBS
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* a persons perception of a product, service, experience or organization; the art and science of brand building.
*AIGA - THE DICTIONARY OF BRAND - AIGA CENTER FOR BRAND EXPERIENCE
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LOGO = identifies a business in its simplest form via the use of a symbol or mark.
BRAND = the perceived emotional image of a company as a whole.
LOGO VS BRAND
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Do you recognize it?
Do you know it?
Do you think its cool?
Do you like it?
Do you think its better?
Do you buy it?
Do you recommend it?
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1. Do you recognize it?: Brand awareness
2. Do you know it?: Brand knowledge
3. Do you think its cool?: Brand image
4. Do you like it?: Brand attitude / brand value
5. Do you think its better?: Brand preference
6. Do you buy it?: Brand loyalty
7. Do you recommend it?: Brand fan
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BRANDINGH I S T O R Y
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La palabra marca (BRAND) se deriva del nrdico antiguo cuyo significado es quemar .
Este se refiere a la prctica de ciertas familias de fabricantes-comerciantes que quemaban su marca en los productos para que fuera ms fcil escoger, pues todos estos eran prcticamente iguales.
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MARCA = CONCEPTO las empresas fabrican productos, pero
los consumidores compran marcas
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El nombre soap opera (opera del jabn luego denominada novela) se origina de las series ficticias dramtico romnticas
trasmitidas en radio que eran patrocinadas y producidas por fabricantes de jabn como Procter & Gamble, Colgate-Palmolive y
Lever Brothers -hoy Unilever-.
FUN FACT
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si una marca emociona entonces funciona
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BRANDS
EMOTIONALG O I N G
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Branding is the emotional response a business evokes
in a customer.
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BRAND FAN
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BRAND PREFERENCE
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is when you choose a specific company's product or service when you have other, equally-priced
and available options. Brand preference is a reflection of customer loyalty, successful marketing tactics, and brand strengths.
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BRAND KNOWLEDGE
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Brand knowledge isnt a stand-alone idea. Instead, its a combination of two
things: brand awareness and brand image
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BRAND ATTITUDE / VALUE
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Will tell what people think about a product or service,
whether the product answers a consumer need, and just how much is the product wanted by
the consumer.
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BRAND LOYALTY
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the tendency of some consumers to continue buying the same brand goods rather
than competing brands.
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BRAND IMAGE
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Brand image is the set of mental associations with a
brand that influence the buyer.
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BRAND AWARENESS
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the extent to which consumers are familiar with the distinctive
qualities or image of a particular brand of goods or services.
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DOING
RIGHTI T BRA
NDIN
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uniqu
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/ Bry
an Tro
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Benefits of brand development.
1.Establishes awareness. 2.Improves image and perception of value. 3.Creates preference for your product/service. 4.Increases participation and market share. 5.Builds public perception & customer loyalty. 6.Leads to increased revenue.
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BRAND ING
PERSONALG O I N G
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We are passionate shopaholics who love sophisticated retail experiences as well as in depth design understanding. The
Retail Engine is enthusiastic about providing emerging markets new creative twists and competitive solutions.
BUILDING EXPERIENCES
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Una de las tradiciones culinarias e histricas que constituyen la caracterstica principal del alma de la
cocina italiana.
Spaghetti pimienta
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LOGO DESIGN ORIGIN
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BEFORE AFTER
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Ingrediente distintivo e indispensable en el sazn de la comida caribea. Cuya cualidad de impregnarse en el paladar y vigorizar el corazn lo hacen nico
e irremplazable en su especie.
AJO
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CArtograPHY SCALECOMPASS
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BASCULA LOCALIZATION
18 15' N and 66 30' W
LOCATION - PUERTO RICO
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Parlare
Insp
irar
e
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Me encanta v
iajar
y probar nue
vos
platillos
Comer fresco es
comer bueno
El arte de comer
bueno
El olor de lacomida me inspiraa explorar
Cada bocado metransporta a
un lugardiferente
EA T P L OR ERS
Persona en bsqueda de experiecnias nicas so
ciales
y culi
naria
s
Tan bueno, que no
quiero que se acabe
C u a n d o comparto, l a comida sabe mejor
P latillo lle
no de
textura y
colores
S a b o r e o c a d a ingredie
nte de la comida
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Happy Products Inc.
FIRST THEN
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FIRST THEN
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BEFORE AFTER
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PROCESO RECICLAJE BIODEGRADABLE
CICLO SOLUCIONES MEDIO AMBIENTE
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TIPSBRANDFOR YOUR
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ADDBRANDVALUE TO
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http://branding.sva.edu/what-is-branding
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All work shown is 2015 CreativeMarketplace, LLC.and their respectiveowners. All rightsreserved. The Retail Engine is a trademark of Creative Marketplace, LLC a registered company in San Juan, Puerto Rico. Company Registration Number: 66-0750619
Our engine is always ON!Thank you for talking the time reading through this work sampler.If youd like to nd out more about The Retail Engine or want todiscuss new projects please get in touch.All the best,
Bryan TrocheRetail Experience Designer
[email protected]@retailengineCreative Marketplace, LLC
