Download - Mas apbc semana 4 the breif vers 2 2013
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AP- Boot CampSemana 4
“The Creative Brief & Briefing”
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• el negocio del cliente, construcción de marcas• ideas que cambien el comportamiento
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Ideas y Contenido
¡Todos necesiten un brief!¡Todos necesiten un brief!
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El Principio
Temas PrincipalesTemas PrincipalesMarca > ProductoSegmentación del
mercado/consumidorAnálisis competitivoPosicionamiento de marcaPersonalidad de marcaRol de la PublicidadBrief Creativo–¿Racional?–¿Emocional?
Medición de resultadosStephen King 1972
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Planning - Proceso Básico > El brief creativo
Información
Interpretación
Insights
Inspiración
Machote Tradicional (1970)
Objetivos del negocio Problema para resolver Rol de la publicidad -
Objetivos de la comunicación Grupo objetivo Insight - relación con la marca Idea/Proposición/Mensaje Respuesta deseada
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Segmentación y comportamiento
Tendencias Sociales
El Brief Creativo - ¡Antes de empezar! Los componentes básicos
Posicionamiento
Insight Clave
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Four Branding Models Douglas B. Holt
(AP Boot Camp 2013)
CulturalBranding
Mind-ShareBranding
Emotional Branding
ViralBranding - WOM
Key Words Cultural icons,Iconic brands
DNA, brand essence, genetic code, USP, benefits, values, onion model
Brand personality,experiential branding, brand religion, experience economy
Stealth marketing. Cool-hunting, meme, grass roots, infections, seeding, contagion, buzz
Brand Definition
Performer of, and container for, an identity myth
A set of abstract associations
A relationship partner A communication unit
Branding Definition
Performing myths Owning associations
Interacting with and building relationships with customers
Spreading viruses via lead customers and influencers
Required for a SuccessfulBrand
Performing a myth that addresses an acute contradiction in society
Consistent expression of associations
Deep interpersonal connection
Broad circulation of the virus
Most AppropriateApplications(Categories)
Identity Categories
Functional CategoriesLow Involvement CategoriesComplicated products
Services, retailers, specialty goods
New fashion, new technology
? ?? ?
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Arquitectura de la marcaModelo “Mindshare”
LOS VALORES CLAVES DE LA MARCA:
LA PERSONALIDAD Y CARACTER DE LA MARCA:
ATRIBUTOS Y BENEFICIOS DE LA MARCA:
LA ESENCIAEL ESPIRITU Y
ALMA DE LA MARCA
(EL “A.D.N.” DE LA MARCA)
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Target – Segmentación del Consumidor
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(11)
Segmentación Demográfico - Valores y Actitudes
SOCIAL
INDIVIDUAL
PA
SIV
IDA
DP
RO
AC
TIV
IDA
D
COMPROMETIDO - 18%HyM-25-45, NSE: C típicocon hijos 7-12 años
INDIVIDUALISTA - 9%H-24-40, NSE: Alto y Medio con hijos grandes
56% 44%
SEGUIDOR - 18%H-41-50, NSE: Bajo con hijos grandes
TRADICIONAL - 11%HyM-51-60, NSE: Medio con hijos grandes
ASPIRACIONAL BASICO -27%HyM-25-34, NSE: Medio con hijos pequeños
EMPRENDEDOR 1O%M-31-40, NSE: Bajo con hijos pequeños EMPRENDEDOR - 7%
HyM 24-40, NSE: Altocon hijos adolescentes
OOneneBBrandrandOOneneBBrandrand
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What’s the common denominator across the 50 brands showing the fastest growth both in depth of customer relationships and financial value between 2000 and 2010?
All of them, regardless of size or category, have been built on an ideal of improving lives in some way.
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Transformación - Comunicación
Mensajes repetitivos Monologo comercial Modelo anticuado Conocimiento (sin compromiso) ¿Balas?
¿Velcro?
Relevancia y autenticidad Dialogo - experiencia de marca Participación y recomendación Relación marca-consumidor
OOneneBBrandrandOOneneBBrandrand
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Brief guide to Briefs
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Algunas Reglas
Speak like and for a consumer, not a marketing gibbon
Creatives write from a brief, not to one
Briefs are organic and collaborative
It’s not just a brief it’s a briefing
Don’t believe the hype
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¿Como a hacer un Brief. . . chingón?
There are no boring boxes (and make sure you fill in the right one)
Let your personality, or the personality of the consumer shine through
Use evocative, unexpected language
Every word is sacred. Don’t waste or misuse a single one.
Have a consistent theme to the entire brief
Don’t mess with the template to squeeze more stuff in
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Tarea de Semana 4 – El brief creativo.
Marcas– Café Blasón– Jumex Chispazo– Shampoo Testo
1.1.¿Qué modelo de marca? (1-4) ¿Porqué?¿Qué modelo de marca? (1-4) ¿Porqué?2.2.¿Formato del brief? ¿Porqué?¿Formato del brief? ¿Porqué?3.3.¿Estilo de briefing? ¿Porqué?¿Estilo de briefing? ¿Porqué?4.4.El Brief final.El Brief final.
¡NO ACEPTABLE!
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Four Branding Models Douglas B. Holt(AP Boot Camp 2012)
CulturalBranding
Mind-ShareBranding
Emotional Branding
ViralBranding - WOM
Key Words Cultural icons,Iconic brands
DNA, brand essence, genetic code, USP, benefits, values, onion model
Brand personality,experiential branding, brand religion, experience economy
Stealth marketing. Cool-hunting, meme, grass roots, infections, seeding, contagion, buzz
Brand Definition
Performer of, and container for, an identity myth
A set of abstract associations
A relationship partner A communication unit
Branding Definition
Performing myths Owning associations
Interacting with and building relationships with customers
Spreading viruses via lead customers and influencers
Required for a SuccessfulBrand
Performing a myth that addresses an acute contradiction in society
Consistent expression of associations
Deep interpersonal connection
Broad circulation of the virus
Most AppropriateApplications(Categories)
Identity Categories
Functional CategoriesLow Involvement CategoriesComplicated products
Services, retailers, specialty goods
New fashion, new technology