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Este es mi sitio

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El Branding no consiste en que te compren más que a la competencia. El Branding consiste en que sientan que tú eres la única solución a tus problemas. Las empresas y, sus productos y servicios necesitan a las marcas para diferenciarse y competir y, en este sentido, la gestión de la marca tiene una fundamental importancia.

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El Branding no consiste en que te compren más que a la competencia. El Branding consiste en que sientan que tú eres la única solución a tus problemas. Las empresas y, sus productos y servicios necesitan a las marcas para diferenciarse y competir y, en este sentido, la gestión de la marca tiene una fundamental importancia.

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Libro editado por Eudeba que recopila pensamientos, metodología y trabajos de alumnos de la Cátedra Sapoznik de la FADU/UBA.

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Es diseñador gráfico y publicitario egresado de la Escuela Panamericana de Arte. Es profesor regular de la Universidad de Buenos Aires en la Carrera de Diseño Gráfico, docente en la Universidad Nacional de Río Negro yen Miami Ad School. Dictó clases en la maestría de Diseño Gráfico y en la carrera de Ciencias Económicas, en la Universidad de Palermo, y Dirección de Arte en la Universidad del Este (La Plata). Ha dictado clases por más de 25 años y ha dado conferencias en diversas universidades nacionales, públicas y privadas, del país y del exterior. Ha sido y es director de renombradas empresas de diseño, locales y regionales, actuando como Project Leader en el proceso del Desarrollo estratégico e Implementación de marcas.

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eudeba - editorial universitaria de buenos aires

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Editorial Eudeba | Diseño de identidad institucional por Sapoznik, Marcelo - 9789502325477

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Diseño de identidad institucional por Sapoznik, Marcelo. ISBN: 9789502325477 - Tema: Diseño gráfico, industrial, te - Editorial: EUDEBA - Este libro se ocupa de la identidad institucional. Marcelo..Eudeba - Av Rivadavia 1573, Ciudad Autónoma de Buenos Aires, Argentina. Tel: +54 11 4383 8025 Mail: pedidos@eudeba.com.ar

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Tutti Frutti

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This Is a Generic Brand Video fue un video publicitario creado por Dissolve, escrito por Kendra Eash en McSweeney's y narrado por Dallas McClain.

Descrito como un poema publicitario hilarante que es "cada cliché que haya existido".

"Utilizando una proporción específica de personas asiáticas a personas negras a mujeres a hombres blancos, queremos asegurarnos de representar sus necesidades e intereses, o al menos una versión del color de su piel, en nuestros anuncios".

Este video cómico parodió a la industria de la publicidad y sus clichés comerciales mientras anunciaba a su propia compañía como un nuevo participante en el mercado de metraje de archivo.

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The minute we saw Kendra Eash's brilliant "This Is a Generic Brand Video" on McSweeney's, we knew it was our moral imperative to make that generic brand video so. No surprise, we had all the footage.

Winner of the 2015 Shorty Award for Best in Business to Business
Read the original piece on McSweeney's.
Narrated by Dallas McClain.

For a generic take on political campaigns, watch This Is a Generic Presidential Campaign Ad.

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This Is a Generic Brand Video, from Dissolve

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The minute we saw Kendra Eash's brilliant "This Is a Generic Brand Video" on McSweeney's, we knew it was our moral imperative to make that generic brand video so. No surprise, we had all the footage. Winner of the 2015 Shorty Award for Best in Business to Business Read the original piece on McSweeney's.

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Branding Strategy Insider

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Everybody wants a brand that's different. The irony of that statement is intentional. It belies the conservative manner in which most brands approach competitive difference.

They say they want to be distinctive to consumers but often, in their heart of hearts, they actually want to align (read conform) with the rest of the industry. One of the key issues for that is an uncertainty on the part of brand makers and decision makers to find a starting point.

In some ways that's actually less difficult and daunting than it first appears. Begin with a premise that is truly one degree away from your rivals. By logically progressing that premise over time, and with strong discipline, you will build a brand that is consistently and markedly different.

Here's 50 ways you can create a meaningful difference for your brand:

1. Go slow in a world of speed. Each Rolex takes a year to manufacture. The perception that a longer process is needed to build the world's best timepiece also reinforces the value.

2. Use country of origin to your advantage. Brands from Switzerland are highly associated with precision and fine craftsmanship. Seek to build brand associations with countries that support your reputation for service, manufacturing, innovation etc.

3. Behave differently. Online shoe retailer Zappos has built its advantage on an iron clad return policy and customer service that goes above and beyond, breaking down the perceived barriers of selling and buying shoes online.

4. Look different. Apple always looks like Apple. Diesel always looks like Diesel. Absolut Vodka always looks like Absolut. They're in a sector but they don't look like part of the sector.

5. Be the underdog in a sector where everyone else wants to be top dog. Nantucket Nectars started "with only a blender and a dream," and Clif Bar proclaims that its founder once lived in a garage. Underdogs win the compassionate consumer. Look for the underdog story you can tell.

6. Be truly and unapologetically shocking. Benetton's "Unhate" campaign ruffled feathers on almost every front. But - and this is critical - the outrage you generate must link to a solution and that solution should be your front. Otherwise, you simply risk shouting into the wind.

7. Expand your appeal. "Discover" an untapped audience in your sector and, by drawing them in, intensify the sense of community around your brand and the interaction that people have with the brand. Enterprise Rent-A-Car did just that by offering leasing at a time when competitors did not. By serving this unmet need with attention to customer experience, Enterprise became the world's number 1 car rental company. Apple too saw what others did not. No one was asking for an iPhone, but an untapped audience emerged when new value in the form of a cell phone was introduced.

8. (Re)Invent a category - and own it. UFC became the fastest growing sports organization in the world by redefining the reach and the audience for mixed martial arts. Today, UFC produces more than 30 live events annually and is the largest pay-per-view event provider in the world. Swatch differentiated from other watch brands by focusing on self-expression rather than precision.

9. Create a new category. The Toyota Prius, the Nintendo Wii, and Red Bull are all brands that created new categories, outside the established norms of their product category. By stepping outside the bounds of their categories, these brands created a space that they can call their own.

10. Tell a story that defines you and is unique to you. The story may be about your founder as in the case with Virgin and Richard Branson, your heritage like Hickory Farms or the value you bring to the world like Coca-Cola's Open Happiness. It may also be based in imagination - like the thought that Keebler elves make Keebler cookies. Or perhaps it's a story based on your highly guarded secret - only two people in the world know Coca-Cola's formula. Your story may also be about the source of your product, service or inspiration.

11. Forge new ground in the spirit of your founder. Chanel continues to personify the philosophies, ideals and legend of Coco Chanel long after her death.

12. Leverage your history to define tomorrow. National Geographic have redefined what it means to experience the world we never see by expanding their channels and offerings while still holding their history close.

13. Own an eternal idea. Red Bull expresses in every action its belief in, and addiction to, excitement. Ingredients, spirit, sponsorships and the human desire to do things that make the heart race are inextricably linked. Dove owns and serves the idea of real beauty. lululemon finds its eternal idea in the mind state of yoga and has built a powerful athletic apparel brand on that concept.

14. Change the possibilities. This is about more than just product innovation. It's about the introduction of technologies that completely change how people can live. Boeing redefined travel forever with the 747. Google may well redefine how we can see with Google Glass. Dyson changed the possibilities by reinventing old technologies like the vacuum, hand dryer and fan.

15. Make active plans to be where others aren't (yet). This article looks at the fact that while Chinese consumers are now overwhelmed by Western brands and doing business in Greater China has become very expensive, other countries in Asia with booming economies like Indonesia, Malaysia and the Philippines remain largely overlooked.

16. Solve a global problem. "Big bang" solutions in areas like pharmaceuticals or biotechnology require huge investment and scary timeframes, but when they work, they deliver huge distinction, kudos and profits. A "Big Bang" solution can come from any brand - TOM's (pictured) seeks to solve the problem of children without shoes. TOM's matches every pair of shoes purchased with a pair of new shoes for a child in need. One for One.

17. Build groundswell. Do something startling to generate attention. Use attention to build a crowd. Use a crowd to gain credibility. Use credibility as the jumping off point for your next distinctive act. Red Bull, Virgin and Apple should come to mind.

18. Redefine how people buy. With millions of products, 24/7 access, superior search and browse technology, user reviews and many other sources of in-depth product information, Amazon.com offers a superior purchase experience.

19. Bring unprecedented optimism to a sector. Nike redefined what people believed they should be capable of.

20. Connect the previously unconnected. LinkedIn brought business people together so that they could network and share ideas in a way that was effortless, credible and global. In doing that, they resolved a problem that no-one realized they had until they saw the potential for what they would now be able to do.

21. Rewrite the experience. Southwest Airlines put the fun, the quirkiness and the savings back into the serious and process-packed world of travel. Starbucks differentiated not on coffee, but a 'third place' - a respite between home and work.

22. Make what you sell feel even more personal. This great infographic hints at how much further retailers could take personalization.

23. Link your brand to specific occasions. Habits are powerful, but occasions may be even more so. They engage us so effectively because they combine time and focus. And because of that, they provide permission - it's OK to behave this way or that. It's OK to do something you wouldn't do on any ordinary day. De Beers, Hallmark, Mercedes, Hershey, Cadbury, MACY's and others have tapped into occasions or created occasions and have made themselves synonymous with the celebration of those occasions.

24. License to brand. Brand licensing can bring valuable new meaning to a brand, further differentiating it from its competitors. Pillsbury licenses the Cinnabon brand to do just that for its cinnamon rolls. Colgate licenses Disney characters to increase its brand appeal.

25. Break away from conventional wisdom. Breakaway brands bring new meanings to the party and make the most of the stretch, holding on to enough of the old to avoid category defection. Breakaway brands stretch the boundaries and live as outliers. These brands are the opposite of the well-behaved brands in the category and consequently provide radical differentiation from the status quo. Cirque du Soleil is one such brand. It falls into the "circus" category, but this brand has skillfully crafted a highly valued and differentiated positioning as everything a circus is not. There are no tents, tigers and elephants. No ringmasters. Instead it borrows attributes from other entertainment categories like, dance, music, opera and theater. It becomes something all together different-far outside the bounds of a conventional circus.

26. Change the name. Sometimes your original name doesn't sound like it would be something you would want to put in your mouth. Like a Chinese gooseberry. When the name was changed to kiwi fruit, the world suddenly had a new favorite fruit that it wanted to put in its mouth.

27. Personify. The Green Giant character became the difference in a family of vegetables in many forms. Frank Perdue became the tough man behind the tender chicken. The Gecko became the much-loved spokesperson for GEICO.

28. Create a new item. The cantaloupe people wanted to differentiate a special, big cantaloupe. But rather than call them just plain "big," they introduced Crenshaw melons. Tyson wanted to sell miniature chickens, which doesn't sound very appetizing. So it introduced Cornish game hens.

29. Reposition the category. Pork was just pig for many years. Then the industry jumped on the chicken bandwagon and became "the other white meat." That was a very good move when red meat became a perceptual problem.

30. Identify, identify, identify. Ordinary bananas became better bananas when a small Chiquita label was added to the fruit. Dole did the same for pineapple with the Dole label, as did the lettuce people by putting each head into a clear Foxy lettuce package. Of course, you then have to communicate why people should look for these labels.

31. Be the expert or specialist. The specialist can focus on one product, one beneﬁt, and one message. This focus enables the marketer to put a sharp point on the message that quickly drives it into the mind. Domino's can focus on home delivery. Pizza Hut has to talk about its different pizzas, home delivery, and sit-down service.

32. Price with pride. Starbucks prices its coffee higher to raise perceptions of the quality of its coffee. Singapore Airlines, the most profitable airline in the world, does the same thing and always sells at a premium. In each case, the price is a signal of supremacy - differentiation via perceived quality.

33. Use Ingredient Brands. The North Face uses Gore-Tex technology to differentiate. In the PC space the Intel brand adds to the product's perceived performance. Each brings noticeable differences in their own right.

34. Highly target a market. Who you focus on can create a unique point of difference. Consider FOX News, an American news outlet designed to serve the Republican Party and its supporters. This laser focus has made it synonymous with conservative views and policies, creating by far the strongest commercial brand associated with those views. Wegmans Supermarkets believes that happy customers are generated by happy employees. They have built their powerful brand on the mantra that their employee's are number one.

35. Change the reach. How your product or service reaches a customer can set you apart. Redbox specializes in the rental of DVD's and video games. Through an easy to use kiosk it differentiates from its competitor Netflix and helped seal the fate of Blockbuster. Amazon has a futuristic plan to deliver some orders via drone.

36. Give unprecedented access. The reason people flew Concorde was the opportunities that could come from who you would sit next to. You weren't paying for a faster flight, you were paying for the company. Country clubs in Asia are the same. It's not about the game of golf; it's about the networking. For Citibank's Citi Private Pass card holders the unique value is in the preferred access at entertainment events.

37. Share values. When a brand is built on shared values it can differentiate on those values and enjoy perhaps the strongest bond in the marketing world. Think of any brand that really matters and you'll discover the type of people buying the stuff are the same type of people who design, make and sell the stuff. This is the awesome sauce of brand values and brand identity alignment. Apparel brands like Patagonia, L.L. Bean, and The North Face understand the importance of shared values. The bond that binds is a deep inter-personal connection between the users and the makers.

38. Stand for something your customers want to stand for. In the same manner as the enthusiast apparel brands mentioned in #37, Kashi cereal customers see themselves, their values, and their identities in complete harmony with the Kashi brand. They're one and the same. Likewise, the Kashi people care about the same stuff as their consumer- greater health and well-being for themselves and the planet. For Kashi, making food that enhances life is sacred business. For Kashi customers, living well is sacred business. More people are waking up to caring more about others and our planet, and buying Kashi products too. Your brand can differentiate as being the do-good brand in your space.

39. Give them something to unwrap. Package design offers one of the biggest opportunities for brand differentiation. Color, shape, size, functionality, texture and materials can influence purchase decisions. There's no mistaking a Tiffany & Co. box and its distinctive blue. Innovative packaging proves another signature differentiator for Apple as well as Tropicana which learned the value of this difference when it attempted to redesign its packaging.

40. Engage the senses. Every marketer should explore the senses when ideating brand differentiation strategies. Each of the five senses offer a channel to connect with your target customer and flex a point of difference. The more each of these are engaged at any one time during customer contact the more your brand and what it stands for will be remembered. Scent branding in the hotel world is one example. Sofitel, Le Meridién, The Ritz-Carlton, Westin, Sheraton and Marriott are some of the hotel brands employing a signature scent strategy to further move away from their competitors.

41. Put a famous face to your famous brand. The age-old strategy of pairing products and services with a well known celebrity continues to be a viable option for brand differentiation. However, the rules have changed. There must be an authentic alignment between the brand and the celebrity. Case in point: Tiger Woods and Nike Golf: Yes. Tiger Woods and Buick: No. The association between brand and celebrity must be clear and obvious.

42. Redefine usage. How your product is used can serve as a key differentiator. Arm & Hammer Baking Soda became much more when customers discovered it also made for a powerful air freshener. This helped Arm & Hammer not only extend into new categories but also create a multi-use brand that is more meaningful to its target customers.

43. Introduce simplicity and purity into people's cluttered lives. Stand for good things. Market highly valued values. With deep customer insight you will know what your target customers value most. That insight can help create highly valued brands. Honest Tea was born from the insight that simple and pure refreshment was missing from the market. The Method brand came to life through a quest to create household cleaning products that were not harmful.

44. Tap into the power of emotions. Linking your brand with customer emotions can prove an effective differentiator. It was humor that helped GEICO pull away in the me-too world of insurance brands. While their competition focused on fear, GEICO used witty and funny campaigns to differentiate itself and gain an advantage. Brands like Hallmark found brand differentiation based on human emotions could lead to a 92% mind share.

45. Control the accessibility. Brands can differentiate on when they make their products and services available and who they make that accessibility for. Elite luxury brands will limit how many of its signature products are manufactured. The most influential customers will have access to those products first. This all builds into the frenzy that drives desire and purchase of the brand. It also helps command a premium price. Brands like Coca-Cola use accessibility on the other end of the spectrum. They desire to be the most accessible brand and have distribution channels into the deepest regions of the world.

46. Focus on design and aesthetics. Consider Hermès scarves, Vilebrequin men's swimwear, Robert Graham shirts and Alexander McQueen fashion wear. Or how about the Michael Graves Design's collection at Target? This helps college and university brands too. Beautiful campuses tend to attract students. For municipality brands, "attractive neighborhoods" rates as one of the top things people consider when deciding where to live. Camden, ME, Niagara-on-the-Lake (ON, Canada), Quebec City (QC, Canada) and Bruges, Belgium are very popular as tourist destinations, in large part due to their superior aesthetics. Never underestimate the power of superior aesthetics to differentiate.

47. Convey status. If you knew I went to Philips Academy, Andover, Harvard and Stanford, lived in Atherton, CA, summered in Nantucket, drove a Mercedes-Benz model S-class, and sailed a Nautor's Swan53, would these brands effectively communicate my social status?

48. Create a unique product purchase experience. How different is purchasing a teddy bear with a child in a Build-A-Bear Workshop versus buying one off the shelf in a typical toy or department store? Very different. And very differentiating.

49. Create an unusual theme or twist to your brand. Consider the following unusual restaurant brands - Opaque (dining in the dark), Ice Restaurant (in Dubai), Underwater restaurant in Maldives, Magic Restroom (toilet-themed) Café in CA or Dinner in the Sky (suspended 50 meters above the ground). For more creative restaurant themes, see here.

50. Treat people differently than your competitors do. We love Ritz-Carlton's "Ladies and gentlemen serving ladies and gentlemen" mantra. This alludes to a level of gentility, civility and respect not often experienced in product purchase or usage experiences. If an opportunity to serve your customer better does not exist - create one.

To be different is to be not the same. To be unique is to be one of a kind.

Be different and be unique with a meaningful difference for those most important to your future.

Co-authored with The Blake Project's Mark Di Somma, Brad VanAuken and Thomson Dawson

The Blake Project Can Help You Differentiate Your Brand: The Brand Positioning Workshop

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
FREE Publications And Resources For Marketers

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50 Ways To Differentiate Your Brand | Branding Strategy Insider

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Everybody wants a brand that's different. The irony of that statement is intentional. It belies the conservative manner in which most brands approach competitive difference. They say they want to be distinctive to consumers but often, in their heart of hearts, they actually want to align (read conform) with the rest of the industry.

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Estructura básica para la definición de un posicionamiento maracrio

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Estructura básica para la definición de un posicionamiento maracrio

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Mini Guía: Una introducción al Design Thinking.

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Mini Guía: Una introducción al Design Thinking.

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Este documento es una simple adaptación de dos documentos sobre Design Thinking del d.school de la Universidad de Stanford y que nació por la necesidad de transmitirlo en el idioma español para el uso como una herramienta activa para la práctica del Design Thinking.

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Youtube Playlist

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Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube.

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Guía Inútil para Mentes Creativas. Una publicación de descarga gratuita para aquellos que quieren desarrollar y potenciar su creatividad.

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Guía Inútil para Mentes Creativas. Una publicación de descarga gratuita para aquellos que quieren desarrollar y potenciar su creatividad.

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Este video fue concebido, escrito y narrado por el galardonado diseñador, especialista en branding y blogger de Fast Company, David Brier, para destilar el branding a sus principios básicos respondiendo esa pregunta básica "¿Qué es el branding?"

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La unidad de lenguaje más pequeña que tiene significado, a menudo utilizada para construir nombres de marca.  Marty Neumeier http://amzn.to/2py3SMM

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A Basic Guide to Branding: The Brand Evolution Process.

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A Basic Guide to Branding: The Brand Evolution Process.

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Many business owners think of branding as either some mysterious black-box process that yields a desirable "aura" to a company, or confuse branding with logo design, which is just one facet (and actually an outcome) of a branding process rather than the starting point. For more on this distinction, see the post "Brand vs. Logo: The Mystery Solved."

The truth about the process of branding couldn't be simpler: It is the process of defining or refining your focus; who you are, what makes you different, and what unique value you offer. Then, once defined or refined, being intentional and strategic about making that tangible for people not just in logos and design, but in what you say and-more importantly-do.

That simple definition doesn't mean it's easy to conduct a brand strategy process, especially on your own. There are many steps, exercises, tools, and skills that can contribute. But the basic goal and stages of a brand process are easier to understand than you might think. Let's break down the Gist Brands process.

Five Stages of Gist's Branding Process

Stage 1: Understanding & Discovery (yields data and context)

Stage 2: Articulating & Clarifying (yields your personality and the potential story you have to tell)

Stage 3: Positioning & Differentiating (yields your uniqueness and value)

Stage 4: Identifying & Creating (yields your identity and creative assets)

Stage 5: Applying & Extending (yields how you show up in the world)

Here's a visual I've been developing that shows how these stages relate to each other:
A little hard to read? No, you don't need your cheaters, just view a larger PDF of the Brand Spectrum diagram.
The Brand Spectrum

I call my personal approach to the branding process the Brand Spectrum(SM). The lens and spectrum metaphor of the name is twofold. First, it's really difficult for organizations to have the long-range view, objectivity, and rigor to take themselves through a branding process alone. My role is to serve as an outside lens to give fresh perspective. Second, I see a high-powered lens as a really powerful metaphor for the critical juncture of the branding process: Developing your unique value proposition. Everything up to that point gets distilled and focused into the value proposition (and your strategy), and the full spectrum of the tangible and powerful expressions of your brand (including your logo) are informed by and radiate out from it.

Note that everything on the left side of the diagram is internal focused, and everything on the right side external focused. Your value proposition is the critical connection between the two. Now that we understand the general relationships, let's break down each step.

Stage 1: Understanding & Discovery

Every branding process should include some aspect of discovery. It's not just important for a branding consultant or agency to better understand who you are, but it's also for you to better understand who you are, even if you think you know.

How we talk and what we assume about ourselves is frequently very different from how our customers talk about us or what they know. And ultimately they are who will define your brand, we just want to help shape it in their minds.

In addition to customer research, the discovery stage may include conducting a brand audit to benchmark your current state; and examining your corporate history and culture, industry environment, competitor landscape, reason for being (mission), and plans for the future (vision). If you have strategic documents like a business plan or results of a customer satisfaction survey, you'll have a leg up.

Stage 2: Articulating & Clarifying

This is where the data and context you've gathered gets distilled and turns into words and strategy to shape where the business is now and where it is you want to go. It's where we try to articulate "squishy" things (like values and corporate personality attributes) into real words and strategic statements, refining the choice of words to make them the most accurate and powerful.

It's where we look at all your audiences (not just customers) and figure out what's important to them. And it's where we tease out your competitive advantage.

Stage 3: Positioning & Differentiating

This stage is the key to your new brand definition or brand evolution. It's where we look at you in comparison to your competitors and define your unique value proposition: the description of the unique benefit you provide. It's what sets you apart from the competition and guides your outreach through branding, marketing, and messaging.

An articulated value proposition, along with your other strategic statements, becomes a roadmap or "true north" to guide you in business decision-making and evaluating your future opportunities.

Stage 4: Identifying & Creating

This is the "fun" and creative stage of expressing your personality and positioning. It's no wonder most people want to jump straight here without doing the introspective homework of brand strategy (Stages 1 through 3.) But without doing the homework, what is it based on? It's likely just an esthetic exercise.

But with the articulation, positioning, and differentiation done and consensus on what the company or organization stands for, all of these creative assets can be that much more descriptive, powerful, and strategically aligned.

The logo becomes just the tip of the iceberg of deep meaning throughout the organization; the tagline expresses a significant point of your value proposition; and the visual style and copy voice and tone are all cohesive to your values and brand personality. Everything is working together now toward a common goal. And it's possible that your new clarity reveals that, to be true to your brand and value proposition, you need to fine-tune or even redesign some of your products and services.

Stage 5: Applying & Extending

This is where the pedal hits the metal in building out and activating your new brand. Some of the obvious applications are designed deliverables like websites, signage, business cards, and packaging. However some of the most critical to the success of your business are things like shaping employee behavior and the actual customer experience. These are things that are only tangentially affected or enhanced by your logo and color choice, but hugely impacted by your earlier articulation of core values, personality attributes, and competitive advantage. Likewise, the messaging, strategy, and content of your brand identity likely play a more powerful role in shaping word-of-mouth, video, social media, and public relations than design or your logo will.

These five stages are each critical to building your final brand strategy and brand identity. Unfortunately, most people spend much more time on the last two stages and sometimes totally ignore the truly powerful and business-shaping aspects of Stages 1 through 3. When great strategy and articulation informs creativity, and when your value proposition and messaging are designed to benefit and resonate with your customers, the light bulbs really start to go on across the organization and with strategic partners. And more importantly, with customers.

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Many business owners think of branding as either some mysterious black-box process that yields a desirable "aura" to a company, or confuse branding with logo design, which is just one facet (and actually an outcome) of a branding process rather than the starting point. For more on this distinction, see the post "Brand vs.

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"Esta pieza nos recuerda que el arte es rey (y reina)'. - Kerstin Emhoff en el 'Bienvenida a casa' de Apple.

Título: Bienvenida a casa
Marca: Apple
Participante: TBWA\Media Arts Lab

Como Presidenta del Jurado de Film Craft para 2021, y CEO de PRETTYBIRD, Kerstin ha compartido una lista de reproducción de trabajo ganador de Lion. Echa un vistazo a la lista de reproducción completa en #CreativityMovesUsForward: https://lnkd.in/ehQr3HE

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Spike Jonze for Apple HomePod  - Welcome  Home

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7 Vital Components of a Successful Brand Strategy

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7 Vital Components of a Successful Brand Strategy

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Jacob Cass

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This article has been contributed by Nico Prins.
A successful brand strategy is more than just deciding what shade of blue to use for the logo, or what tone to adopt when posting and commenting on Facebook.

As the term suggests, a brand strategy is a long-term plan that affects all facets of your business.

A brand strategy considers factors such as consumer demand, emotions and the competition. It's arguably even more important than your company's name.

If you remove your company's logo and name, brand strategy might seem like it's barely there. For the most successful brands, though, it pervades all aspects of the company's operations, from high-level decision-making through to the shipping and handling of products.

If you are still confused about what really makes a brand, you're not alone. This is why we've broken down the science of brand strategy into seven essential components. Take care of each component, and your brand will be around for a long time.

1. Purpose

While a name and a logo are important, they both pale in comparison to your brand purpose. This is what makes you and your employees wake up in the morning. It's what keeps you going throughout the day. Your purpose is the one thing that sets you apart from your competitors.

There are two kinds of brand purpose:

1. Functional: This focuses on success at the financial or commercial level. That is, to sell products, make money or provide value to your stakeholders

2. Intentional: This has more to do with how your brand works and the why. In other words, its big ambitions and the larger role it plays

Microsoft, for example, defines its mission as "to empower every person and organization on the planet to achieve more". Notice that it wants to play a role in every person's success, whether that person is an investment banker on Wall Street or a community organizer in Soweto.

Microsoft's choice of image is also very telling. It shows a tent pitched under the night sky, the Milky Way looming high in the background. The imagery is supposed to show that the company wants to extend its reach to the remotest corners of the planet and even to outer space. The tech giant is focusing on developing solutions that are accessible to everyone, like its cloud-based storage and application platforms.

When you define your brand's purpose, remember that it should not just be about making money, unless you're an investment firm, in which case it probably should. However, even then there should be something more that defines it. The thing that differentiates you from the competition.

It is imperative to keep your business' purpose front of mind at all times, as it is what informs everything that the business does and every decision you make.

2. Emotion

Your brand's purpose should be something that resonates with your customers. In other words, it should appeal to their emotions.

Customers don't always make purchasing decisions based on what's cheaper or what provides better value. Whatever your company sells or manufactures, chances are there are other companies with similar products, but with more features or at a lower cost.

Of course, providing value to your customers is important and you should strive to give them more of it. Your customers will develop a loyalty to your brand when you give them more for their dollar. But long-time customers can develop an emotional attachment to your brand for other reasons. This might be a positive post-sales experience, aesthetic value of your product, or the feeling of belonging to a community.

Apple users were once known as a small and tight-knit community, starting from the introduction of the Apple I. Even though the company has diversified its product line and more consumers choose Apple over other brands, there is still a mystique that surrounds Apple and Apple users. To use an Apple product means you put a premium on quality and you don't put a price tag on the user experience.

They have built a brand that goes beyond the price point of their products. Tapping into emotions will help to both attract customers who are on the fence about your product and retain existing clients. Which leads us to the next component of your brand...

3. Customer Loyalty

If you've succeeded in building a customer base that loves your brand, your products, and what you stand for, you need to nurture that love and pay it back. This is where customer loyalty comes into play.

Customer loyalty is worth more to your company than all your endorsement deals combined. The people who constantly purchase your products and tell their friends about their experience with you act as ambassadors for your brands.

Recognizing loyal customers will help maintain their loyalty and keep them coming back for more. It doesn't take much to recognize loyal customers. Something as simple as a personalized thank-you note can already mean a lot. You may also feature their business on your website (this is particularly applicable to B2Bs).

If you want to be a little extra, you can offer them membership to an exclusive club that provides rewards. Membership in loyalty programs grew by more than 1000% from 2014 to 2016, and 63% of customers will not commit to a brand that doesn't have a loyalty program. If your brand doesn't have one, you're missing out on a lot of repeat business. Plus, all of those purchasing insights you get from a loyalty program.

Customer rewards will give both new and existing customers an idea of what they could expect if they stay loyal to your brand. Fostering brand loyalty shouldn't be confined to just your customers, though. You should also strengthen brand awareness among those who work for you.

4. Employee Engagement

It's important for your employees to feel like they're part of your brand, not just cogs in a machine. If you involve them in deciding what your brand stands for, they are more likely to act according to branding, both online and offline.

Your employees should not just promote your brand, but also live up to what it stands for. This could include values like excellent customer service, diversity and a commitment to continuous improvement. Your employees should also reflect what you put out there. It doesn't make sense if your social media accounts sound playful but your customer service representatives aren't much fun to talk with!

Nike has taken steps to ensure that its employees live up to its brand name. The sprawling Nike corporate headquarters in Oregon boasts world-class sports facilities specifically for employees' use. Many Nike workers bike to work instead of driving. The company provides employees with sports attire, including athletic shoes, which they are encouraged to wear to work.

Engaging your employees is a key way of building your brand. It is a clear sign that your company is striving to live up to the lofty targets it has set for itself. It also attracts and retains the best available talent. This in turn helps you to make more sales, develop better products and continue to grow.

5. Competitive Intelligence

In much the same way that knowledge of your brand makes it stronger, competitor knowledge is also a valuable source of insight. After all, you are often competing for the same customers by offering similar products. Watching what your competitors do and determining what works for them can help you make smarter decisions about what to do and what to avoid.

As part of the 1992 USA men's basketball "Dream Team", Michael Jordan played with what has been called the greatest collection of athletes in history. Jordan used his experience at the Olympics to figure out his teammates' weaknesses, defeating three of those teammates in the NBA finals following his return to basketball.

Observing your competitors, or even collaborating with them, will help you stay on top of where the market is heading. However, once you see what your rivals are doing, you have to craft your own strategy. You need to reinforce your unique selling proposition to set your brand apart from the rest.

Your brand purpose is unique. Whenever you make a move based on competitive intelligence, always have that purpose at the front and center of your strategy.

6. Consistency

The key to having a strong brand is being consistent in its application. This means making sure everything you do aligns. Let's say you use a landing page software for a product you're promoting. You have to ensure that whatever software you use, the colors, images and messaging are consistent with your brand.

If your corporate colors are blue and white, using teal and yellow on your landing page will at best confuse your potential customers. At worst, using the wrong color combinations will turn off your would-be buyers.

IBM is one company that has been very consistent in its branding. Ever since the iconic 8-bar logo was introduced in 1972, the company also known as "Big Blue" - a nickname gained thanks to its ubiquitous blue computer boxes - has used it on all of its products, including servers, PCs and laptops.

IBM no longer produces personal computers and has shifted its core business to focusing on consulting and cloud computing. The logo, however, is still a symbol of the company's reputation for stability, innovation and leadership. IBM fiercely guards against the unauthorized use of its logo, fearing that any misuse can lead to the company being associated with mediocrity and poor quality products.

Your company might not be as old or as famous as IBM. However, establishing a brand and sticking to its key elements will help you build a good reputation and a loyal customer base.

7. Flexibility

While consistency is one of the keys to establishing a successful brand strategy, a bit of flexibility never hurts either. This is particularly the case when you're trying to enter new markets. While consistency sets the standard for your brand, flexibility allows you to adjust according to market demands and to distinguish your company from its competitors.

An effective brand identity is both identifiable and adaptable. As consumer preferences change, your brand must also keep up with the times. Otherwise, it runs the risk of becoming irrelevant.

A good example of a business not being flexible with its brand is Mattel. The toymaker, most famous for its Barbie line of fashion dolls, sued MCA Records and the band Aqua for copyright infringement in 2000 after the latter released a song titled "Barbie Girl." The lawsuit was dismissed by a U.S. court in 2002, with the judge famously ruling, "The parties are advised to chill."

The brand realized later, of course, that the lawsuit was ill-advised. In 2009, it featured a modified version of "Barbie Girl" in an advertising campaign to promote a new line of dolls. It seems both parties have, indeed, decided to "chill" and set their differences aside.

Bringing all the strands together

In this guide, we covered a couple of different elements of a brand strategy. I thought it would be nice to have it as a visual takeaway.

A brand strategy is something that every business should have, regardless of its size. There are numerous studies that show the link between a strong brand and good business results. Putting together a successful brand strategy requires a mix of introspection, knowledge of the competition and the guts to try out new things.

When you do brand strategy well, you can take your business further than you've ever imagined. Be sure to cover all of the brand components we discussed today, and you won't miss out on any opportunities to grow your business.

_
About the author: Nico is an online marketer and the founder of Launch Space. He helps companies develop their digital marketing strategies and make money blogging.

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7 Vital Components of a Successful Brand Strategy

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This article has been contributed by Nico Prins. A successful brand strategy is more than just deciding what shade of blue to use for the logo, or what tone to adopt when posting and commenting on Facebook. As the term suggests, a brand strategy is a long-term plan that affects all facets of your business.

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"Bienvenida a casa". Apple HomePod. Detrás de escena. Spike Jonze

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"Bienvenida a casa". Apple HomePod. Detrás de escena. Spike Jonze

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AdWeek, este detrás de escena del anuncio de Apple de Spike Jonze para HomePod es tan fascinante como la película misma. Increíble ver cuánto de esta composición de cortometraje usa diseños de escenarios reales con partes móviles, sistemas hidráulicos de compresión y movimientos analógicos con efectos visuales limitados. Y coreografía, ¡WOW!

http://www.adweek.com/creativity/this-look-inside-spike-jonzes-apple-ad-is-as-fascinating-as-the-film-itself/

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Spike Jonze Welcome Home - Apple HomePod Making Of From AdWeek - Behind The Scenes

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Grupo 1 Stanley (Vir, Sol, Agus, Mar)

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A project where modern meets retro. Por Lucila Kibudi

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Once Appon a Time: a project where modern meets retro.Creative campaign to portray apps in the old days.

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https://app.milanote.com/1JHzIS1wx18G7i

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Spike Jonze Welcome Home - Apple HomePod Making Of From AdWeek - Behind The Scenes

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¿Con qué frecuencia se encuentra atrapado en una tarea durante horas, debido principalmente a la interrupción de sus colegas, que quieren saber cuándo acabará, queriendo echarles una mano con algo y preguntándose qué ocurrió con las tareas del día anterior? ¿Con demasiada frecuencia? Esto es precisamente lo que la metodología Kanban proporciona y lo que ofrece Kanban Tool.

La metodología Kanban en pocas palabras

La metodología Kanban está ganando gran popularidad en corporaciones y empresas de todo el mundo como una manera de gestionar el trabajo de forma fluida.... Proveniente de Japón, Kanban es un símbolo visual que se utiliza para desencadenar una acción. A menudo se representa en un tablero Kanban para reflejar los procesos de su flujo de trabajo.

Kanban, representada por una tarjeta Kanban, se moverá a través de las diversas etapas de su trabajo hasta su finalización. A menudo se habla de él como un método de extracción, de forma que usted tira de sus tareas a través de su flujo de trabajo, ya que permite a los usuarios mover de sitio libremente las tareas en un entorno de trabajo basado en el equipo.

¿Cómo funciona Kanban?

Existe una serie de principios básicos con el fin de obtener el máximo rendimiento de su flujo de trabajo.

Visualice lo que hace (su flujo de trabajo): una visualización de todas sus tareas y elementos en una tabla contribuirá a que todos los miembros de su equipo se mantengan al corriente con su trabajo.
Limite la cantidad de Trabajo en Proceso (límites del TEP): establezca metas asequibles. Mantenga el equilibrio de su flujo de trabajo mediante la limitación de los trabajos en proceso para prevenir el exceso de compromiso en la cantidad de tareas que será incapaz de terminar.
Realice un seguimiento de su tiempo: El seguimiento del tiempo confluye con la metodologia Kanban. Realice un seguimiento de su tiempo de forma contínua y evalúe su trabajo con precisión.
Lectura fácil de indicadores visuales: conozca lo que está ocurriendo de un solo vistazo. Utilice tarjetas de colores para distinguir los Tipos de trabajo, Prioridades, Etiquetas, Fechas límite y más.
Identifique los cuellos de botella y elimine lo que resulta descartable: aproveche al máximo los plazos y ciclos de ejecución, del Flujo Acumulativo y de los informes de tiempo. Estos criterios le permitirán evaluar su rendimiento, detectar los problemas y ajustar el flujo de trabajo en consecuencia.

Incluso hasta el método Kanban más básico producirá un aumento en el rendimiento. Una distribución simple de las tareas, sumado a una monitorización de su flujo de trabajo y el realizar los ajustes apropiados a lo largo del proceso incrementarán su eficiencia. Un equipo de desarrollo de software contratado por la BBC Worldwide London ha experimentado unas mejoras formidables en el transcurso de 12 meses, luego de la implementación de Kanban. Su tiempo de entrega se ha visto reducido en un 37% y la consistencia en la entrega ha repuntado un 47%. ¡Y este no es un caso aislado! Numerosos equipos que han implementado el método Kanban han informado de una mejora extraordinaria en sus plazos de ejecución y tiempos de entrega.

Cuáles son los beneficios clave

1. Estímulo del rendimiento. Análisis profundo y estimaciones que permiten medir su rendimiento. Detección de cualquier problema existente y ajuste del flujo de trabajo para ganar en eficiencia. El método Kanban es muy flexible y le permite perfeccionar sus procesos para obtener los mejores resultados.

2. Organización y colaboración. La metodologia Kanban le permite beneficiarse del poder del enfoque visual, mediante el uso de columnas, carriles y tarjetas de colores. Usted será capaz de trabajar en el mismo tablero que su equipo y colaborar en tiempo real. Los tableros digitales Kanban le permitirán acceder a su flujo de trabajo desde cualquier sitio, compartir tareas con facilidad y comunicarse en su trabajo con sus colegas.

3. Distribución del trabajo. Una cómoda visión general de los trabajos en curso y menos tiempo dedicado a la distribución y presentación de los trabajos. Las estimaciones son imperfectas, por consiguiente, un flujo constante de tareas reducirá su tiempo de espera y el tiempo dedicado a la asignación de tareas. Usted selecciona sus tareas, por tanto no tendrá que esperar a que la tarea vaya hacia usted.

Kanban tablero

El tablero Kanban impulsado por Kanban Tool le permite asignar tareas a los miembros del equipo, adjuntar comentarios, descripciones, enlaces y archivos. Por tanto - las tareas no necesitan más tiempo que pueda perderse hablando. Por supuesto, mediante el aumento de la productividad en general, podrá charlar más en los descansos para el café. No hay más pérdida de tiempo en la discusión del trabajo, que es más rápido, ¡y explicado de forma visual! El método Kanban se basa en la idea de visualizar lo que se está haciendo ahora, lo que se está terminando y lo que hay que hacer a continuación.

El hecho de dar pequeños pasos mientras se está trabajando también contribuye a una mejor prioridad de tareas - todos los trabajos parecen urgentes en cuanto a volumen, pero cuando se descomponen en piezas más pequeñas- usted ve con claridad lo que se necesita hacer en primer lugar. Es útil para hacer que las tareas sean más manejables, con sólo limitar la cantidad de trabajo en curso a una o dos tareas por persona. De esta forma queda mucho más claro quién está haciendo qué exactamente.

Luego de que el trabajo está hecho, usted puede analizar el flujo de trabajo mediante el uso el análisis de gráficos y Kanban. La función de Seguimiento de Tiempo de Kanban Tool no deja sitio a la estimación acerca de cuánto tiempo llevó hacer las cosas.

Realmente no existen mejores formas de mejorar su forma de trabajo. Utilice la metodología Kanban y reduzca el tiempo perdido en las caóticas discusiones acerca del trabajo e incremente por montones el trabajo realmente hecho. Además, ¡haga de su equipo de trabajo un equipo feliz!

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La metodologia Kanban e centra en la mejora de la visibilidad del flujo de trabajo utilizando el tablero Kanban y limitando el trabajo en curso. Ingeniosos directores de proyectos y eruditos de la dirección de empresas reconocen en Kanban un método revolucionario.

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¿Con qué frecuencia se encuentra atrapado en una tarea durante horas, debido principalmente a la interrupción de sus colegas, que quieren saber cuándo acabará, queriendo echarles una mano con algo y preguntándose qué ocurrió con las tareas del día anterior? ¿Con demasiada frecuencia? Esto es precisamente lo que la metodología Kanban proporciona y lo que ofrece Kanban Tool.

La metodología Kanban en pocas palabras

La metodología Kanban está ganando gran popularidad en corporaciones y empresas de todo el mundo como una manera de gestionar el trabajo de forma fluida.... Proveniente de Japón, Kanban es un símbolo visual que se utiliza para desencadenar una acción. A menudo se representa en un tablero Kanban para reflejar los procesos de su flujo de trabajo.

Kanban, representada por una tarjeta Kanban, se moverá a través de las diversas etapas de su trabajo hasta su finalización. A menudo se habla de él como un método de extracción, de forma que usted tira de sus tareas a través de su flujo de trabajo, ya que permite a los usuarios mover de sitio libremente las tareas en un entorno de trabajo basado en el equipo.

¿Cómo funciona Kanban?

Existe una serie de principios básicos con el fin de obtener el máximo rendimiento de su flujo de trabajo.

Visualice lo que hace (su flujo de trabajo): una visualización de todas sus tareas y elementos en una tabla contribuirá a que todos los miembros de su equipo se mantengan al corriente con su trabajo.
Limite la cantidad de Trabajo en Proceso (límites del TEP): establezca metas asequibles. Mantenga el equilibrio de su flujo de trabajo mediante la limitación de los trabajos en proceso para prevenir el exceso de compromiso en la cantidad de tareas que será incapaz de terminar.
Realice un seguimiento de su tiempo: El seguimiento del tiempo confluye con la metodologia Kanban. Realice un seguimiento de su tiempo de forma contínua y evalúe su trabajo con precisión.
Lectura fácil de indicadores visuales: conozca lo que está ocurriendo de un solo vistazo. Utilice tarjetas de colores para distinguir los Tipos de trabajo, Prioridades, Etiquetas, Fechas límite y más.
Identifique los cuellos de botella y elimine lo que resulta descartable: aproveche al máximo los plazos y ciclos de ejecución, del Flujo Acumulativo y de los informes de tiempo. Estos criterios le permitirán evaluar su rendimiento, detectar los problemas y ajustar el flujo de trabajo en consecuencia.

Incluso hasta el método Kanban más básico producirá un aumento en el rendimiento. Una distribución simple de las tareas, sumado a una monitorización de su flujo de trabajo y el realizar los ajustes apropiados a lo largo del proceso incrementarán su eficiencia. Un equipo de desarrollo de software contratado por la BBC Worldwide London ha experimentado unas mejoras formidables en el transcurso de 12 meses, luego de la implementación de Kanban. Su tiempo de entrega se ha visto reducido en un 37% y la consistencia en la entrega ha repuntado un 47%. ¡Y este no es un caso aislado! Numerosos equipos que han implementado el método Kanban han informado de una mejora extraordinaria en sus plazos de ejecución y tiempos de entrega.

Cuáles son los beneficios clave

1. Estímulo del rendimiento. Análisis profundo y estimaciones que permiten medir su rendimiento. Detección de cualquier problema existente y ajuste del flujo de trabajo para ganar en eficiencia. El método Kanban es muy flexible y le permite perfeccionar sus procesos para obtener los mejores resultados.

2. Organización y colaboración. La metodologia Kanban le permite beneficiarse del poder del enfoque visual, mediante el uso de columnas, carriles y tarjetas de colores. Usted será capaz de trabajar en el mismo tablero que su equipo y colaborar en tiempo real. Los tableros digitales Kanban le permitirán acceder a su flujo de trabajo desde cualquier sitio, compartir tareas con facilidad y comunicarse en su trabajo con sus colegas.

3. Distribución del trabajo. Una cómoda visión general de los trabajos en curso y menos tiempo dedicado a la distribución y presentación de los trabajos. Las estimaciones son imperfectas, por consiguiente, un flujo constante de tareas reducirá su tiempo de espera y el tiempo dedicado a la asignación de tareas. Usted selecciona sus tareas, por tanto no tendrá que esperar a que la tarea vaya hacia usted.

Kanban tablero

El tablero Kanban impulsado por Kanban Tool le permite asignar tareas a los miembros del equipo, adjuntar comentarios, descripciones, enlaces y archivos. Por tanto - las tareas no necesitan más tiempo que pueda perderse hablando. Por supuesto, mediante el aumento de la productividad en general, podrá charlar más en los descansos para el café. No hay más pérdida de tiempo en la discusión del trabajo, que es más rápido, ¡y explicado de forma visual! El método Kanban se basa en la idea de visualizar lo que se está haciendo ahora, lo que se está terminando y lo que hay que hacer a continuación.

El hecho de dar pequeños pasos mientras se está trabajando también contribuye a una mejor prioridad de tareas - todos los trabajos parecen urgentes en cuanto a volumen, pero cuando se descomponen en piezas más pequeñas- usted ve con claridad lo que se necesita hacer en primer lugar. Es útil para hacer que las tareas sean más manejables, con sólo limitar la cantidad de trabajo en curso a una o dos tareas por persona. De esta forma queda mucho más claro quién está haciendo qué exactamente.

Luego de que el trabajo está hecho, usted puede analizar el flujo de trabajo mediante el uso el análisis de gráficos y Kanban. La función de Seguimiento de Tiempo de Kanban Tool no deja sitio a la estimación acerca de cuánto tiempo llevó hacer las cosas.

Realmente no existen mejores formas de mejorar su forma de trabajo. Utilice la metodología Kanban y reduzca el tiempo perdido en las caóticas discusiones acerca del trabajo e incremente por montones el trabajo realmente hecho. Además, ¡haga de su equipo de trabajo un equipo feliz!

# data[].attributes.attachment_link.description
La metodologia Kanban e centra en la mejora de la visibilidad del flujo de trabajo utilizando el tablero Kanban y limitando el trabajo en curso. Ingeniosos directores de proyectos y eruditos de la dirección de empresas reconocen en Kanban un método revolucionario.