Download - Oficina Brand Experience - Módulo 1
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CHECKIN
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EMPREENDEDOR DE
Eric Eustáquio
SONHOS
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LETS TALK… ABOUT YOU.
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DIDÁTICA OBJETIVOS
METODOLOGIA
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COMO SERÁ A NOSSA JORNADA?
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MÃO NA MASSA
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APRENDER FAZENDO
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DECOBRIR OCAMINHOPERCORRENDO O
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PRA AQUECER
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O que é MARCA?
O que é VALOR?
O que é BRAND EXPERIENCE?
O que é COMUNICAÇÃO?
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20 minutos
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COMUNICAÇÃO SOCIAL
SERÁ?
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Intenção de hj…
Dia 1
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MINDSBLOW
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JORNADA DE HJ
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PARTE1
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The Big BangTHEORY
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https://www.youtube.com/watch?v=YlFegS94sZ0
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ECONOMIA
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ECONOMIAoikos = casa/lar nomos = gerir/administrar
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PALEOLÍTICOPeríodo
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PeríodoNEOLÍTICO
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EconomiaAGRÍCOLA
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The rise ofCAPITALISM
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EconomiaINDUSTRIAL
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Economia doCONHECIMENTO
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EconomiaDIGITAL
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PARTE2
SUDDENLY
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EMPRESOCENTRISMO
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EGOSISTEMA
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(des)construindoO TERO SER
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OVERSHOOTEstamos passando dos limites?
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ALGUNS NÚMEROS
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Crescimento da população mundial
A população mundial cresce exponencialmente desde a Revolução Industrial.Atualmente, o índice de crescimento vem caindo, mas essa curva ainda ocorre de forma extremamente lenta.
Fonte: The Great Green Technological Transformation, United Nations, 2011
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Crescimento da produção industrial mundial
Acompanhando o aumento populacional, a produção industrial mundial, nos últimos 25 anos, cresceu em média 2,9% ao ano, dobrando de tamanho em 25 anos.O crescimento da renda per capita foi mais lento devido ao crescimento da população: 1,3% ao ano, dobrando de tamanho em 55 anos.
Fonte: Limits to Growth: the 30 years update – Donella Meadows, Jorgen Randers e Dennis Meadows
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Aumento da concentração de Dióxido de Carbono na Atmosfera
Em aproximadamente 250 anos, a concentração de dióxido de carbono na atmosfera aumentou de 270ppm para mais de 370ppm.O principais causadores disso no mundo são os combustíveis fósseis, emissões industriais e o desmatamento. ppm – partes por milhão
Fonte: The Great Green Technological Transformation, United Nations, 2011
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Aumento do consumo global de energia
Combustíveis fósseis e fontes não renováveis em geral têm apresentado crescimento exponencial desde a revolução industrial.No século XX, as taxas de crescimento aumentaram de forma significativa.
Fonte: The Great Green Technological Transformation, United Nations, 2011
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Disparidades Globais
A distribuição global de riquezas e oportunidades é extremamente ruim.
Os 20% mais ricos da população mundial controlam mais de 80% da produção e usam 60% da energia comercial existente.
Fonte: Limits to Growth: the 30 years update – Donella Meadows, Jorgen Randers e Dennis Meadows
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50% DA RIQUEZA MUNDIAL ESTÁ CONCENTRADA NAS MÃOS DE 80 PESSOAS
Fonte: "Even it up. Time to end extreme inequality” - OXFAM / 2014
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Nós já não vimos isso em algum lugar?
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QUALQUER SEMELHANÇA NÃO É MERA COINCIDÊNCIA
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COMUNICAÇÃO &
?
O que isso tem a ver com
MARCAS &BRAND EXPERIENCE
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COMUNICAÇÃO
MARKETINGFERRAMENTA do
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EGOcentric MARKETING
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Marketing é o processo de planejamento e execução quanto a concepção, preço, promoção e distribuição de ideias, bens e serviços, organizações e eventos para criar trocas que venham a satisfazer objetivos individuais e organizacionais.
American Marketing Association
Marketing voltado para o valor é uma filosofia empresarial que se concentra em desenvolver e entregar um valor superior aos clientes como modo de alcançar os objetivos de uma organização.
Gilbert Churchill Jr. e Paul J. Peter
Marketing é o processo social e gerencial pelo qual indivíduos e grupos obtêm aquilo que desejam e de que necessitam, criando e trocando produtos e valores uns com os outros.
Philip Kotler
Marketing é um processo amplo que fornece a direção necessária para a produção e ajuda a assegurar que bens e serviços adequados serão fornecidos e encontrarão seu caminho até os consumidores.
Jerome McCarthy e William Perreault
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Resumindo…
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DESENVOLVER
VALORE ENTREGAR
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VALORPROPOSTA DE
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COM O OBJETIVO FIM
VALORDE ACUMULAR
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VALORAFINAL, O QUE É ?
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Significado de Valor s.m. O preço que se paga ou se recebe por alguma coisa. Que pode ser útil; valia: conselho de valor. Indicação numérica que corresponde ao resultado de; número. O prestígio, a qualidade, a relevância ou importância de; mérito. Que é legítimo e verdadeiro; legitimidade: moeda antiga sem valor. Qualidade que faz com que algo se torne importante para alguém. Atributo pessoal que incita respeito: admiro o seu valor. Expressão de consideração e zelo; estima. Numa comparação, aquilo que se destaca. Figurado. Excesso de relevância; importância. Importância estabelecida por determinação. Poder de compra variável de uma moeda, de uma ação ou de um título. Jurídico. Capacidade que uma ação jurídica tem de produzir determinados resultados. Economia. Característica que atribui a um objeto o caráter de propriedade econômica: com o tempo, o móvel adquiriu valor. Música. Tempo que se refere à duração de uma nota ou de uma pausa. Filosofia. Conceito que determina aquilo que deve ser pela influência de argumentos opostos ao que, atualmente, é. s.m.pl. Fundamentos éticos que norteiam o comportamento humano. Aquilo que se possui; bens, riquezas. Designação dos títulos de crédito que, sendo públicos ou particulares, representam dinheiro. (Etm. do latim: valore) http://www.dicio.com.br/valor/
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RELEMBRANDO O PLANO DE
MARKETING BASEADO NO PARADIGMA DAESCASSEZ
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Avaliação de Oportunidades
de Mercado
Avaliação de Recursos da
Empresa
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Avaliação de Oportunidades
de Mercado
Avaliação de Recursos da
Empresa
Determinação das Ofertas da Empresa
Seleção do Público-Alvo
Avaliação das Ofertas
Competitivas
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5 FORÇAS DE PORTER
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Posicionamento do Produto
Determinação do Composto de Produto
Determinação de Preço
Determinação do Composto de Promoção
Determinação do Composto
de Distribuição
Implementação e controle do Programa de
Marketing
Avaliação de Oportunidades
de Mercado
Avaliação de Recursos da
Empresa
Determinação das Ofertas da Empresa
Seleção do Público-Alvo
Avaliação das Ofertas
Competitivas
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PROMOÇÃO
COMUNICAÇÃO
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VALORCOMUNICAR
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COMUNICAÇÃOINTEGRADA DEMARKETING
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E temos feito isso muito bem!
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VALOR?
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VALORPRA QUEM?
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Porém, o MARKETING e a COMUNICAÇÃO NÃO são os VILÕES dessa história, mas sim o FIM ao qual serviram.
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CONCORRER
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COMPETIR
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CONVENCER
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THE MONEYSHOW ME
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“ A humanidade sacrificou os deuses imateriais e ocupou o templo com o ‘deus mercado’, que organiza a economia, a vida e financia a aparência de felicidade. Parece que nascemos só para consumir e consumir. E quando não podemos, carregamos a frustração, a pobreza, a autoexclusão”.
Pepe Mujica
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MAS EXISTE UMA LUZ NO
FIM DO TÚNEL
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PARTE3
LUCKILY
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ERA DE MUDANÇAS
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MUDANÇA DE ERA
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"A verdadeira viagem de descobrimento não consiste em procurar
novas paisagens, e sim em ter novos olhos."
Proust
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MUDANÇA DE
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MUDANÇA DEMINDSET
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DESENVOLVIMENTO
É aquele que atende às necessidades do presente sem comprometer a possibilidade de as gerações futuras atenderem às suas próprias necessidades.
“Nosso Futuro Comum”, o Relatório de Brundtland (1987)
SUSTENTÁVEL
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• Economicamente viável • Socialmente justo • Ambientalmente correto
Triple Bottom Line
Fonte: Dialog Consultoria
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MUITO ALÉM DOGREENWASHING
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https://www.youtube.com/watch?v=bFDFWxVzoQw
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“ O melhor resultado acontece quando todo mundo do grupo faz aquilo que é melhor para si e para o grupo como um todo”.
John Nash
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POWERCROWD
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Outras mudanças necessárias…
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CONVENCER
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CO-VENCER
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CONCORRER
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CO-CORRER
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RETORNO SOBRE O INVESTIMENTO
R.O.I.
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INSPIRAÇÃORETORNO SOBRE A
R.O.I.
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ESCASSEZ
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ABUNDÂNCIA
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EGOSISTEMA
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ECOSISTEMA
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TER COISAS
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TER ACESSO
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BENS DE CONSUMO
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CONSUMO DO BEM
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CRESCIMENTO ECONÔMICO
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CRESCIMENTO ECONÔMICO
DES
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CIENTÍFICAFICÇÃO
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SOCIALFICÇÃO
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CAPITALISMO
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CAPITALISMOCONSCIENTE
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http://www.theguardian.com/books/2015/jul/17/postcapitalism-end-of-capitalism-begun
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SHARINGECONOMY
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ECONOMYCOLLABORATIVE
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http://www.fastcoexist.com/3046119/defining-the-sharing-economy-what-is-collaborative-consumption-and-what-isnt#1
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http://www.slideshare.net/CollabLab/shared-def-pptf
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THE RISE OFLOWSUMERISM
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https://www.youtube.com/watch?v=jk5gLBIhJtA
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Resumindo…
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VALOR ACUMULAR
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VALORCOMPARTILHAR
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SIGNIFICADOMARKETING COM
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UMA FORMA +HUMANA DEPENSAR &FAZER &
MARCASCOMUNICAR
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COMPARTILHADOCRIAÇÃO DE VALOR
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COMPARTILHADOCRIAÇÃO DE VALOR
Envolve a geração de valor econômico de forma a criar também valor para sociedade (com o enfrentamento de suas necessidades e desafios)
“Creating Shared Value" - Michael E. Porter and Mark R. Kramer / Harvard Business Review - 2011
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1. Reconceber produtos e mercados
“Creating Shared Value" - Michael E. Porter and Mark R. Kramer / Harvard Business Review
2. Redefinir a produtividade na Cadeia de Valor
3. Promover o desenvolvimento de clusters locais
COMPARTILHADOCRIAÇÃO DE VALOR
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Socially driven service
innovation
Key drivers of socially driven service innovation
SOLUÇÃO
INCLUSÃO
TECNOLOGIACULTURA
Adaptado de: "Learning from socially driven service innovation in emerging economies”
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Opa! Peraí…
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O que é MARCA?
O que é VALOR?
O que é BRAND EXPERIENCE?
O que é COMUNICAÇÃO?
ok
ok
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MARCAO que é ?
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VAMOS ROMPERPARADIGMAS
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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 ALGO?
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Marca não é um logoPRIMEIRO
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Marca não é um identificadorSEGUNDO
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Marca não é um produtoFINALMENTE
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MARCAMas, afinal, o que é
?
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3
Marty Neumeier Director of Transformation at Liquid Agency
Autor do livro “The Brand Flip"
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Coletivamente, MARCA é o que as
pessoas SABEM, SENTEM e PENSAM
sobre seu produto, serviço ou companhia.
Paul Isakson @noskasi Founder & CEO
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MARCA é uma fusão metafórica entre as HISTÓRIAS que as pessoas vivem com um produto e as suas próprias HISTÓRIAS
Adaptado de Dr. Bob Deutch
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SIGNIFICADOHISTÓRIAS COM
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INOVAÇÃO SOCIALHISTÓRIAS QUE PROMOVAM
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HISTÓRIAHISTÓRIAS QUE FAÇAM
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HISTÓRIASQUE CRIEM VALOR
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EXPERIÊNCIASMEMORÁVEIS e ofereçam
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As EXPERIÊNCIAS são o resultado de uma observação direta e/ou da participação em
acontecimentos reais, imaginários ou virtuais.PhD. Bernd Schmitt
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Duas pessoas não podem sentir da mesma forma uma experiência, pois ela deriva de um momento de interação entre uma determinada vivência e o estado mental individual do envolvido.
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Então, podemos concluir que as EXPERIÊNCIAS que vivenciamos ao longo de nossas vidas constroem as nossas HISTÓRIAS, certo?
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Se marca é ‘uma fusão metafórica entre as HISTÓRIAS que as pessoas vivem com um produto e as suas próprias HISTÓRIAS’ e as EXPERIÊNCIAS
constroem as nossas HISTÓRIAS…
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MARCA é uma fusão metafórica entre as EXPERIÊNCIAS que as
pessoas vivem com um produto e as suas próprias EXPERIÊNCIAS.
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BRANDo que nos leva à definição de
EXPERIENCE
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Podemos entender BRAND EXPERIENCE como uma estratégia de MARKETING que busca tangibilizar o posicionamento da MARCA e transformá-lo em VIVÊNCIAS MEMORÁVEIS, proporcionando maior IDENTIFICAÇÃO EMOCIONAL com as PESSOAS.
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PROGRESSÃODO VALOR ECONÔMICO
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DIFFERENTIATED
MARKET PREMIUMPRICING
COMPETITIVE POSITION
UNDIFFERENTIATED
Extract Commodities
Make Goods
Deliver Services
Stage Experiences
Adaptado de: Welcome To The Experience Economy
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Porém, no cenário contemporâneo, isso não é o suficiente.
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http://trendwatching.com/x/wp-content/uploads/2015/05/2015-04-Transparency-Triumph-PT.pdf
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http://trendwatching.com/x/wp-content/uploads/2015/05/2015-04-Transparency-Triumph-PT.pdf
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http://trendwatching.com/x/wp-content/uploads/2015/05/2015-06-ENLIGHTENED-BRANDS.pdf
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No cenário contemporâneo o objetivo da COMUNICAÇÃO deve ser materializar o posicionamento da MARCA em EXPERIÊNCIAS que promovam INOVAÇÕES SOCIAIS e MELHOREM A VIDA DAS PESSOAS.
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VALORMONETÁRIO
VALORSOCIAL
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DIFFERENTIATED
MARKET PREMIUMPRICING
COMPETITIVE POSITION
UNDIFFERENTIATED
Extract Commodities
Make Goods
Deliver Services
Stage Experiences
Shared Value Experiences
Adaptado de: Welcome To The Experience Economy
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COMPARTILHADO
EXPERIÊNCIASQUE CRIEM VALOR
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SOCIAL
COMUNICAÇÃOREALMENTE
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THEWALKTALK
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CRIAR COMU NICAR
VALOR
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Há uma mudança em andamento:
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E NÓS - SOCIEDADE CIVÍL, INICIATIVA PRIVADA E PODER
PÚBLICO - PODEMOS, JUNTOS, FAZER DO MUNDO UM LUGAR MAIS HUMANO,
EQUÂNIME E PRÓSPERO.Grafite: Wark Rocinha
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Literatura Sugerida
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