Brand building - Alex Pallete - PMA 2014
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Transcript of Brand building - Alex Pallete - PMA 2014
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Todo (lo que decimos, hacemos, provocamos, inspiramos...)
Construye Marca
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ATL
BTL
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PAID
Lo que la marca dice
OWNED
Lo que la marca hace
EARNED
Lo que la marca inspira
Todo conectado
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PAID
Lo que la marca dice
+90%
Todo contado
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Personas, talento, horas, recursos, decisiones, consensos…
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A la gente ya no le importa lo que cuentas
Importante en el pasado (pierde valor desde 2005)
- Misteriosa – 40% - Confiada – 31% - Sensual – 12% - Trendy – 11% - Glamurosa – 10%
Lo que importa ahora (gana valor desde 2005)
- Amable – 391% - Buena calidad – 124% - Amistosa – 79% - Socialmente resp – 63% - Líder – 40%
Fuente: Brand Asset Valuator, 2011 / John Berzema / BAV Consulting
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A la gente solo le importa lo que aportas
A la gente no le importaría si el 73% de las marcas desaparecieran mañana
Menos del 20% de las marcas son percibidas
como “marcas que aportan valor”
Fuente: Meaningful Brands, Havas Media
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PAID
Lo que la marca dice
OWNED
Lo que la marca hace
EARNED
Lo que la marca inspira
Demostrar el propósito de la
marca a través de la acción
Crear acciones que generen
conversación +
PAID
Lo que la marca dice
Publicidad para amplificar la conversación
+
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Re-enfocando
“Stop selling ads and DO something useful”
Joe McCambley
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Re-enfocado mi carrera
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@alexpallete
NUESTRA VISIÓN Hoy las marcas se construyen más por lo que hacen que por lo que dicen NUESTRO PROPÓSITO Ayuda a construir marcas modernas a través de la acción
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!!!!
FERNANDO VEGA OLMOS Chief Creative Officer
(Make things good)
ALEX PALLETE Chief Strategy Officer
(Make things work)
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Ecosistema de colaboradores
Brand Planners
Innovation Experts
Experience Designers
Creative Technologists
picnic
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Pervasive Media Studio (makers lab)
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Pervasive Media Studio (makers lab)
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Pervasive Media Studio (makers lab)
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!!!!
Desde dónde
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Para dónde
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@alexpallete
NUESTRA OFERTA
BRAND BUILDING BY DOING Definir el propósito auténtico de una marca para inspirar la creación de soluciones innovadoras de negocio.
TM
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Brand Value
Brand Action
Brand Amplification
Proceso muy riguroso para una experiencia muy ágil
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Brand Value
Brand Action
Brand Amplification
BEING
DOING
SHARING
Brand Thinking
Desing Thinking
Comms Thinking
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INNOVACIÓN PARA MARCAS
EXISTENTES
BRANDING PARA STARTUPS
INNOVADORAS
picnic as a brand driven
innovation company
picnic as an accelerator
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INNOVACIÓN PARA MARCAS
EXISTENTES
BRANDING PARA STARTUPS
INNOVADORAS
BRAND-MATCHING
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@alexpallete
Aplicando 6 cambios de paradigma
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MARCA TRADICIONAL
MARCA MODERNA
Definida por un posicionamiento (ubicación) Construida por un propósito (acción)
La marca intenta definir la experiencia La experiencia es la que define la marca
Hace que la gente quiera cosas Hace cosas que la gente quiere (J. Willshire)
Busca notoriedad de marca Aporta utilidad de marca
Proceso creativo cerrado Proceso curativo y colaborativo
Comunica productos que existen Crea productos que comunican
Cambios de Paradigma
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Todos tenemos un Don
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“Los analfabetos del siglo XXI no serán aquellos que no sepan leer ni escribir, sino aquellos que no puedan aprender, desaprender y reaprender”- Alvin Toffler / escritor y futurista
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“El que no quiso cuando pudo, no podrá cuando quiera” - La Oportunidad
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@alexpallete
@alexpallete
www.the-picnic.com
A BRAND-DRIVEN INNOVATION COMPANY