oggi parliamo di marche
DESCRIPTION
3rd lesson from my planning course @ IAB (sorry italian version only)TRANSCRIPT
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OGGI PARLIAMO DI MARCHE
Karim MélaouahCorso di Strategic Planning - 2° annoLezione n. 3
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Avete pensato alla vostra “marca” preferita?
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Perché parliamo di Marche oggi?
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! Ho una BMW. Ma solo perché BMW ricorda Bob Marley & the Wailers e non perché io avessi bisogno di una macchina lussuosa! ! ! ! !! - Bob Marley
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! Spesso mi piace mettere insieme un capo preso dal mio armadio, come una vecchia t-shirt, con qualcosa come un paio di favolosi pantaloni Gucci! ! ! ! ! ! - Jennifer Aniston
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! Mi è sempre piaciuto molto il nome Virgin OIl! ! ! ! ! - Richard Branson
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I have got a 69 Chevy with 396…- Bruce Springsteen, Racing in the Streets
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IL PRODOTTO
IL MERCATO
IL CONSUMATORE
LʼIDEA CREATIVA
La Marca
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La Marca è lʼidea creativa???
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La Marca non è il marchio
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La Marca va oltre i prodotti (le “cose”)
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La Marca vive nel Mondo delle Idee
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Una Marca è un racconto
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Una Marca è una relazione
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Una marca per una azienda è come una reputazione per una persona. Uno guadagna la propria reputazione cercando di fare bene anche le cose più difficili! ! ! ! ! - Jeff Bezos, Amazon
Una marca è una garanzia
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In fabbrica produciamo cosmetici, nei negozi vendiamo bellezza! ! ! ! ! - Charles Revson, fondatore Revlon
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Riassumendo???
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LA MARCA Eʼ Lʼ“EMOZIONE”LEGATA AD UN PRODOTTO
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Ok, ma come faʼ una marca a “modificare” le emozioni dei consumatori???
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Attraverso tutti i suoi “touchpoints”
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Di tutti i “touchpoints” la pubblicitàè quello che maggiormente* aiuta a costruire
un racconto di marca…
*ma soprattutto è il più facile da analizzare
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IL PRIMO GRANDE TEORICO
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David Oglivy (1911-1999)
1931apprendista cuoco al Majestic Hotel di Parigi
1932venditore porta-a-porte di cucine
1936entra nellʼagenzia Mather & Crowther di Londra
1938va a Princeton a lavorare per il Gallup Audience Research Inst.
1949
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! Ogni pubblicitàdovrebbe essere concepita come un singolo contributo a
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Molte società tendono a non accettare alcuna limitazione nellʼimmagine della loro marca.
Vogliono essere tutto per tutti. Vogliono che la loro marca sia una marca maschile e una marca femminile.
Una marca da èlite e una marca popolare. Di solito finiscono con una marca senza personalità.
Un insipida via di mezzo…
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…il consumatore non è uno stupido. Il consumatore è tua moglie…
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ALCUNI ESEMPI DI CAMPAGNE DI OGILVY
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At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock 1. "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock," reports the Technical Editor of THE MOTOR. The silence of the engine is uncanny. Three mufflers tune out sound frequencies -- acoustically.
2. Every Tool-Royce engine is run for seven hours at full throttle before installation, and each car is test-driven for hundreds of miles over varying road surfaces.
3. The Rolls-Royce is designed as an owner-driven car. It is eighteen inches shorter than the largest domestic cars.
4. The car has power steering, power brakes and automatic gear-shift. It is very easy to drive and to park. No chauffeur required.
5. There is no metal-to-metal contact between the body of the car and the chassis frame -- except for the speedometer drive. The entire body is insulated and under-sealed.
6. The finished car spends a week in the final test-shop, being fine-tuned. Here it it subjected to ninety-eight separate ordeals. For example, the engineers use a stethoscope to listen for axle--whine.
7. The Rolls-Royce is guaranteed for three years. With a new network of dealers and parts-depots from Coast to Coast, service is no longer any problem.
8. The famous Rolls-Royce radiator has never been changed, except that when Sir Henry Royce died in 1933 the monogram RR was changed from red to black.
9. The coachwork is given five coats of primer paint, and hand rubbed between each coat, before fourteen coats of finishing paint go on.
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10. By moving a switch on the steering column, you can adjust the shock-absorbers to suit road conditions. (The lack of fatigue in driving this car is remarkable.)
11. Another switch defrosts the rear window, by heating a network of 1360 invisible wires in the glass. There are two separate ventilating systems, so that you can ride in comfort with all the windows closed. Air conditioning is optional.
12. The seats are upholstered with eight hides of English leather -- enough to make 128 pairs of soft shoes.
13. A picnic table, venerered in French walnut, slides out from under the dash. Two more swing out behind the front seats.
14. You can get such optional extras as an Espresso coffee-making machine, a bed, hot and cold water for washing, an electric razor."15. You can lubricate the entire chassis by simply pushing a pedal from the driver's seat. A gauge on the dash shows the level of oil in the crankcase.
16. Gasoline comsumption is remarkably low and there is no need to use premium gas; a happy economy.
17. There are two separate systems of power brakes, hydraulic and mechanical. The Rolls-Royce is a very safe car -- and also a very lively car. It cruises serenely at eighty-five. Top speed is in excess of 100 m.p.h.
18. Rolls-Royce engineers make periodic visits to inspect owners' motor cars and advise on service.
19.The Bentley is made by Rolls-Royce. Except for the radiators, they are identical motor cars, manufactured by the same engineers in the same works. The Bentley costs $300 less, because its radiator is simpler to make. People who feel diffident about driving a Rolls-Royce can buy a Bentley."
PRICE. The car illustrated in this advertisment -- f.o.b. primcipal port of entry -- costs $13,550.
If you would like the rewarding experience of driving a Rolls-Royce or Bentley, get in touch with our dealer. His name is on the bottom of this page. Rolls-Royce Inc., 10 Rockefeller Plaza, New York, N.Y.
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The man from Schweppes is hereMeet Commander Edward Whitehead, Schweppesman Extraordinary from London, England, where the house of Schweppes has been a great institution since 1794.
Commander Whitehead has come to these United States to make sure that every drop of Schweppes Quinine Water bottled here has the original flavor which has long made Schweppes the only mixer for and authentic Gin-and-Tonic.
He imports the original Schweppes elixir, and the secret of Schweppes unique carbonation is locked in his brief case. "Schweppervescence," says the Commander, "lasts the whole drink through."
It took Schweppes almost a hundred years to bring the flavor of their Quinine Water to its present bittersweet perfection. But it will take you only thirty seconds to mix it with ice and gin in a high ball glass. Then, gentle reader, you will bless the day you read these words.
P.S. If your favorite store or bar doesn't yet have Schweppes, drop a card to us and we'll make the proper arrangements. Address Schweppes, 30 East 60th Street, New York City.
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ALCUNI ESEMPI DI CAMPAGNE (DELLA AGENZIA) DI OGILVY
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IL TEORICO DELLA “MARCA STAR”
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Jacques Séguéla (1934 - ?? )
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Una marca è come unʼattore di Hollywoood:
- ha un “fisico” (il prodotto)
- ha un “carattere” (la marca)
- ha uno “stile” (la pubblicità)
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Una vecchia regola del kung-fu è quella di trasformare i propri punti deboli in punti di forza.
E siccome la pubblicità è unʼarte marziale, noi avremmo fatto di Woolite la Rolls Royce dei detersivi, la star del bucato.
Non avremmo parlato alle donne del loro sporco, ma della loro bellezza…
Addio tristezza. Buongiorno Charme.
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“La pubblicità? Racconti di fiabe per supermercati”
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ALCUNI ESEMPI DI CAMPAGNE DI SEGUELA
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ALCUNI ESEMPI DI CAMPAGNE (PIUʼ RECENTIDEI DISCEPOLI) DI SEGUELA
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IN CONCLUSIONE. COSA SIGNIFICA COMUNICARE UNA MARCA
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Andare oltre al prodotto
Usare entrambi i lati del cervello
Costruire uno stile
Comunicare dei valori
Occupare un territorio
Condividere un mondo con i consumatori
Prepararsi ad una lunga avventura
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IN CONCLUSIONE. COME SI SINTETIZZA UNA MARCA
(SE PROPRIO SIETE SCHIAVI DEGLI SCHEMI)
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ATTRIBUTI
Le caratteristiche fisiche
BENEFIT
Cosa fa per me
PROMESSA
Come mi fa sentire
PERSONALITAʼ
Se fosse…
ESSENZA DELLA MARCA
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Consigli di lettura
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Consigli di Lettura
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Consigli di Lettura
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Consigli di Lettura
QUALSIASI LIBRO CON LA PAROLA MARCA NEL TITOLO
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Arrivederci
Karim MélaouahCorso di Strategic Planning - 2° annoLezione n.3