Download - Módulo 1 oficina de Brand Experience ESPM
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CHECKIN
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AGENDA MÓDULO 1
✴ Obje6vos, Didá6ca e Metodologia
✴ Literatura sugerida
✴ Dinâmica Prá6ca de Nivelamento
✴ Onde estamos e como chegamos até aqui?
✴ O novo comportamento de compra
✴ Conceituando o Brand Experience
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Objetivos, Didática e Metodologia
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Literatura Sugerida
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DINÂMICA DE NIVELAMENTO
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30 minutos
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Onde estamos e como chegamos até aqui?
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VISÃO ANTROPOLÓGICA
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e"o"que"isso"tem"a"ver"com"!
COMUNICAÇÃO?
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PESSOA
CONSUMIDOR
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CERCADA POR OUTRAS PESSOAS
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CONTEXTO
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VIVÊNCIAS
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HISTÓRIAS
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DESEJOS
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SONHOS
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FELICIDADE
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IDENTIFICAÇÃO
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BRANDS, WHO CARES?
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TRANSFORMAÇÕES SOCIOECONÔMICAS
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�melhor'possível'dos'mundos� através'do'ordenamento'racional'e'técnico
MODERNIDADE SÓLIDA
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CAPITALISMO
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PRODUTO
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MODERNIDADE LÍQUIDA
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INDIVIDUALIDADE
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FLUIDEZ
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o TER construindo o SER
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CUSTOMIZAÇÃO
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SERVIÇOS
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AUGE MODERNIDADE LÍQUIDA
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HIPERMODERNIDADE
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Hipermercado, Hiperconsumo,
Hipertexto, Hipercorpo: tudo é
elevado à potência do mais, do maior.
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“A#sociedade#hipermoderna#se#apresenta#como#a#sociedade#em#que#o#tempo#é#cada#
vez#mais#vivido#como#preocupação#maior,#a#sociedade#em#que#se#exerce#e#se#generaliza#
uma#pressão#temporal#crescente”###
!!!!(Lipovetsky,!2004:75)!
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EXPERIÊNCIAS
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Welcome to the Experience Economy
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A"evolução"tecnológica"influencia"nas"mudanças"do"comportamento"social""ou"são"as"necessidades"sociais"que"proporcionam"a"evolução"tecnológica"?
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Computação Pervasiva/Ubíqua
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SOCIABILIDADE
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“A sociabilidade se estabelece por redes pelas quais as unidades de a7vidades, individuais ou cole7vas, fazem circular as informações que exprimem os seus
interesses, gostos, paixões, opiniões.” Jean%Baechler%(1995)%%
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COMUNIDADES COLABORATIVAS
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TELECOCOONING
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REALIDADES PERMEÁVEIS
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SE NÃO POSTOU, NÃO ACONTECEU!
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construção*da*!IDENTIDADE
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COMPORTAMENTO DE COMPRA E CONSUMO
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Tecnologias Emergentes comomeio para materializar nossos anseios
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Sejam eles emocionais
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ou materiais
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SHOPTIMIZATION
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TRANSFORMAÇÃO NA FORMA DE COMPRAR
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Adaptado'de''“ZMOT'Conquistando'o'Momento'da'Verdade”''
de: Jornada de Consumo
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Adaptado'de''“ZMOT'Conquistando'o'Momento'da'Verdade”''
para: Ciclo de Consumo
Shopper
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Oficina de Brand Experience Eric Eustáquio
THE COLLABORATIVE ECONOMY DISRUPTING HOSPITALITY SELECTION OF SLIDES FROM HITEC
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Oficina de Brand Experience Eric Eustáquio
RACHEL'BOTSMAN'2014'
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RACHEL'BOTSMAN'2014'
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RACHEL'BOTSMAN'2014'
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RACHEL'BOTSMAN'2014'
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RACHEL'BOTSMAN'2014'
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PONTO DE VENDA (PDV)
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PONTO DE RELACIONAMENTO (PDR)
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E O QUE VEM POR AÍ?
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UMOT ?
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“Marca& é& um& nome,& termo,& sinal,& símbolo& ou&desenho,&ou&uma&combinação&deles,&com&o&obje9vo&de& iden9ficar&bens&ou& serviços&de&um&vendedor&ou&grupo&e&diferenciá@los&da&concorrência.”&&&
& & &&&&&&&&&&&&&&&&&&&&&&&&AMA&(American&Marke9ng&Associa9on)&
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Não está faltando alguma coisa?
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PRIMEIRO Marca%não%é%um%logo%
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SEGUNDO Marca%não%é%%
um%iden/ficador%
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FINALMENTE Marca%não%é%um%produto%
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Mas$então,$o que é marca?
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Marty&Neumeier&&
NeutronLLC&&
Autor&do&livro&“The&Brand&Gap”&
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COLETIVAMENTE, MARCA É O QUE AS PESSOAS SABEM, SENTEM E PENSAM SOBRE SEU PRODUTO, SERVIÇO OU COMPANHIA.
Paul%Isakson%Senior%Strategic%Planner%
space150%
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Então, podemos afirmar que as EXPERIÊNCIAS vivenciadas em nossas vidas constroem as nossas HISTÓRIAS?
Certo?
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What is brand anyways?
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