La marca vende
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La marca vende
Christopher SmithSendín & Asociados Consultor de branding e identidad corporativaSevilla, 27 noviembre 2007
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emociones
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Para ver esta película, debedisponer de QuickTime™ y de
un descompresor h263.
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Hablar sin pensar es como disparar sin apuntar
Proverbio inglés del Siglo XVIII
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la marca es el conjunto de todas identidades
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la imagen no está en los despachos
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la percepción es la media
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la identidad corporativa expresa la identidad diferencial
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lo importante es ser güais
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Beneficios de una marca fuerte
repetición
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Beneficios de una marca fuerte
márgenes
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Beneficios de una marca fuerte
credibilidad
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Beneficios de una marca fuerte
ganancias
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Beneficios de una marca fuerte
diferenciación
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Beneficios de una marca fuerte
claridad
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Beneficios de una marca fuerte
comprensión
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Beneficios de una marca fuerte
talento
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Beneficios de una marca fuerte
orienta
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LealtadMotivación
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Los espejos deberían pensárselo dos veces antes de devolver una imagen
Jean Cocteau
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Para ver esta película, debedisponer de QuickTime™ y de
un descompresor h263.
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Para ver esta película, debedisponer de QuickTime™ y de
un descompresor .
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adicto vs héroe
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moda vs deporte
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Identidad diferencial
visiónvalorespromesa discursopersonalidad
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visión
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Si hubiéramos de destruir todos los sueños y visiones de los hombres, la tierra perdería su forma y su colorido, y nos adormeceríamos en la más triste estolidez
Anatole France
visión
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valores
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Los valores morales se pierden sepultados porlos económicos
José Luis López Aranguren
valores
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promesas
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No prometas nada que no puedas cumplir
Publio Siro
promesas
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discurso
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Para comunicar tus conceptos, usa palabras pequeñas, ideas grandes y frases breves
John Henry Patterson
discurso
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personalidad
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En los pequeños detalles y cuando se está desprevenido es cuando el hombre pone de manifiesto su carácter
Arthur Schopenhauer
personalidad
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¿la marca está aquí?
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¿la marca está aquí?
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¿la marca está aquí?
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¿la marca está aquí?
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¿la marca está aquí?
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¿la marca está aquí?
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La identidad diferencial debe ser consistente
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La identidad diferencial debe ser consistente
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La identidad corporativa debe expresar la identidad diferencial
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La identidad corporativa debe expresar la identidad diferencial
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La identidad corporativa no es estética
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Lo importante es lo que haces y cómo lo haces, no cómo lo llames o cómo lo representes
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La identidad corporativa debe expresarse
transversalmente
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La identidad corporativa debe expresarse
emotivamente
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La identidad corporativa debe expresarse
coherentemente
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La identidad corporativa debe expresarse
unívocamente
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La identidad corporativa debe expresarse
y ser verificable
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¿la marca vende?
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con gestión
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con gestión con creatividad
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con gestión con creatividadcon honestidad