branding centrado no ser humano 11 nov 2012
DESCRIPTION
Apresentação do workshop sobre Branding centrado no usuário realizado no HUB escola em novembro 2012. Conteúdo por Verena Pessim.TRANSCRIPT
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CAPA Invertendo a lógica da
criação de marcas
Verena Pessim
Seth Perez
Novembro 2012 | INSITUM
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Nome, idade, profissão
uma mania
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Branding Centrado no ser humano
(human centered Branding)
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Branding Centrado no ser humano
(human centered Branding)
Branding Centrado no ser humano
(human centered Branding)
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O QUE É MARCA?
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MARCA = EMOÇÃO OU
BENEFÍCIO QUE QUERO
COMUNICAR
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Felicidade
Segurança
Velocidade Liberdade
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O QUE É BRANDING?
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227.000
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Branding significa
colocar a Marca no
centro da estratégia da
empresa
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LOGO UNILEVER
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1940 1957 1960 1986 2008
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COMO SE APLICA O
BRANDING?
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Novembro 2012 | INSITUM
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QUAIS AS VANTAGENS
DO BRANDING?
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VANTAGENS
• Diferencia
• Inpira
• Atrai
• Economiza
• Expande
• agrega valor (brand value)
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COMO SE DESENVOLVE
UMA ESTRATÉGIA DE
MARCA?
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Branding centrado no ser humano
(human centered branding)
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Branding Centrado no ser humano
(human centered Branding)
Branding Centrado no ser humano
(human centered Branding)
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E POR QUE
CONSIDERAR O
USUÁRIO ?
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COGNITIVO
EMOCIONAL
FÍSICO
SOCIAL
CULTURAL
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A MARCA PARA AS
PESSOAS
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PERTENCER + EXPRESSAR
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PERTENCER + EXPRESSAR
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PERTENCER + EXPRESSAR
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O QUE É BRANDING
CENTRADO NO
USUÁRIO?
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Branding centrado no
usuário coloca
Marca + pessoas no centro
da estratégia da empresa
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EXPERIÊNCIA MEMORÁVEL
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QUAIS AS VANTAGENS
DO BRANDING
CENTRADO NAS
PESSOAS?
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VANTAGENS • Diferencia
• Inspira
• Atrai
• Economiza
• Expande
• Agrega valor (brand value)
• Entende (comunica melhor)
• É relevante
• Gera experiências
• Impulsiona a inovação
BRANDING
BRANDING
CENTRADO
NO USUÁRIO
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RESUMINDO…
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MARCA
= EMOÇÃO, BENEFÍCIO
= PERTENCER /EXPRESSAR
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BRANDING CENTRADO NO USUÁRIO MARCA + PESSOAS = EXPERIÊNCIA MEMORÁVEL
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COMO DESENVOLVER O
BRANDING CENTRADO
NO USUÁRIO?
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processo
entender analisar idear implementar
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VAMOS
COMEÇAR!
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desafio
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processo
• Usuário
• Empresa
• Mercado
• Tendências
entender analisar idear implementar
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Entendimento
MÉTODOS • Entrevista em profundidade
• Shadowing
• Observação pontos de venda
• Grupos
• Cultural probes (ex:Diários)
• Etc
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Entendimento
MÉTODOS • Entrevista em profundidade
• Shadowing
• Observação pontos de venda
• Grupos
• Cultural probes (ex:Diários)
• Etc
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Entrevista em profundidade
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FLUXO
Entrevista em profundidade
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Estilo de vida Valores, aspirações pessoais, sonhos,
Atributos do produto Exemplo: café encorpado, cheiroso, etc
FLUXO
Entrevista em profundidade
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30`
Entrevista em profundidade
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Entrevista em profundidade
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processo
• Significados
• Necessidades
• Expectativas
entender analisar idear implementar
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análise
Entender Razões
Criar Co-relações
Aprofundar
Indagar
Duvidar
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Análise
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30`
análise
3 cores de post its
• Oportunidades
• Barreiras
• Diferenciais Hub
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processo
• Diferencial
• Promessa
entender analisar idear implementar
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DIFERENCIAL
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O HUB CAFÉ
É O ÚNICO
QUE
Diferencial
20`
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• Promessa
• Visão
• Missão
• Valores
• Crença
• Posicionamento
• Diferencial
• ...
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• Promessa
• Visão
• Missão
• Valores
• Crença
• Posicionamento
• ...
PROPÓSITO =
INOVAÇÃO +
RELEVÂNCIA
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Promessa de Marca
DEVE SER
• Inspiradora
• Fácil de entender
• Fácil de disseminar
• Impulcionar inovação
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Promessa de Marca
Ser a mais bem sucedida empresa de
computadores no mundo que entrega a
melhor experiência no mercado que serve
Organizar as informações do mundo e torná-
las mundialmente acessíveis e úteis
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Google = ORGANIZAR + TORNAR ACESSÍVEL
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Implementar
• Projetar a
experiência
entender analisar idear implementar
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COMO O USÚARIO PERCEBE
A PROMESSA DE MARCA NA
EXPERIÊNCIA?
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Antes Durante Depois
Como atrai?
Que canais de
comunicação utiliza?
Como inspira?
Como traduz a
promessa ?
O que faz lembrar?
O que faz voltar?
Implementar
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ATENDIMENTO
PRODUTOS
COMUNICAÇÃO
SERVIÇOS
AMBIENTE
FIDELIDADE
TECNOLOGIA
LOCALIZAÇÃO
INTERATIVIDADE
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Abusem da criatividade
Explorem os 5 sentidos
Pensem nos diferentes
momentos
Implementar
20`
Antes Durante Depois
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Qual foi a promessa ?
Como será a experiência ?
O que acharam da atividade ? :)
Apresentações
5`por grupo
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