Rosebud Agency Credentials

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    Rosebud Agency Credentials - Presentation Transcript

    1. WARNING: this presentation IS NOT designed just for see it, but to share with you thoughts and comments (TO STABLISH A DIALOGUE) about your business and your brand and, meanwhile, you could know us a little better…
      © Rosebud 2008
    2. Rosebud borns with a CLEAR AND UNIQUE CONVICTION: the current context where your products / services are moving HAS RADICALLY CHANGED and YOUR BRAND must be considered as the CENTER of the communication strategy with your consumers.
      © Rosebud 2008
    3. That’swhywechosenA CLEAR WAY: the center of ourbusiness.
      wouldbetheATTENTION OF OUR CLIENT’S BRANDS.
      © Rosebud 2008
    4. BUT
      ?
      WHAT IS
      BRAND CARE agency
      © Rosebud 2008
    5. We must start from the beginning. We were saying before that…
      HAS CHANGED
      the context
    6. thecontext
      has changed
      audience disintegration, media atomizationOVER-communication… HYPER-confusion
    7. thecontext
      has changed
      our old method to judge the products (comparing features and benefits)
      DOESN’T WORK ANY MORE due to the LOW FUNCTIONAL DIFFERENTIATION that exists in YOUR MARKET
      © Rosebud 2008
    8. thecontext
      has changed
      from the mass- production economy to the PERSONALIZATIONeconomy.
    9. thecontext
      INCREASE OF NEW COMMUNICATION DISCIPLINES:
      has changed
      184 millions of bloggers
      73% online active users have read a blog
      45% have started their own blog
      57% have participated with a online network
      55% have uploaded pictures to Internet
      83% have seen video clips
      39% subscribed to a RSS source
      © Rosebud 2008
      Font: Universal McCann Comparative Study on Social Media Trends April 2008
    10. thecontext
      has changed
      +
      all of this mixed with a experimented consumer, CURIOUS, SKEPTICAL AND PLAINTIFF.
      © Rosebud 2008
    11. don’t forget: “your brand IS NOT what you say it is,
      it’s what THEYsay it is.”
      * MartyNeumeier
    12. this new context favours the disintegration of the brands, ERASING their ESSENCE
      © Rosebud 2008
    13. in view of this situation, emerges the brand as the main allied of the companies contributing with DIFFERENCE, VALUE and CONFIDENCE to their products.
      © Rosebud 2008
    14. brand care agency: the brand in the middle of the rosebud philosophy
      Traditional agencies
      Brand care agency
      * OwnelaborationfromMartyNeumeier
    15. Ourpositioning
      +
      “Ad focused” (focused to the tactics, to the advertising)
      -
      +
      “Brand Care” (strategy and creativity to build brands)
    16. the art of marketing is the art of BUILDING brands
      If your company doesn’t create a brand, won’t offer much more than generic products in its catalog. In that case, the price is the most important thing and the companies that produce with the best price, will win.
      With this approach, you don’t need advertising*.
      If you still believe in advertising for advertising, we can finish this presentation right now.
      As opposed, if you have begun to believe in brands, keep reading.
      * Philip Kotler
      © Rosebud 2008
    17. we have reached a deal
      Now, we are agree about the prominence of the brand in the communication.
      But managing brands needs a specialized team who share ideas and coordinated efforts with a teamwork.
      To achieve this TEAM, we have designed our own agency proposal.
    18. A structure for brands: collaboration between experts
      BTL
      Rosebud
      Avertising
      Graphicdesign
      Printing
      Communication and P.R.
      Own Services
      Services through partners
      Consumerresearch: insights
      Media planning
      Promotions
      Planning and positioning
      Marketresearch
      Web pages and online communication
      Direct and promotional marketing
      Packaging, displays, PLV
      Events
      Naming
      BrandStrategy
      Specialevents
      Brandidentity
      Rosebud
      * OwnelaborationfromMartyNeumeier
    19. A structureforthe agencies: “collecting” services
      BTL
      Advertising
      GraphicDesign
      Printing
      Communication and P.R.
      Consumerresearch: insights
      Media Planning
      CLIENT
      “alltogether” agencies
      Planning and positioning
      Marketresearch
      Direct and promotional marketing
      - The “all together” agencies, try to accumulate all the services. The brand lose the freedom of work with the best in each discipline.-
      Events
      Naming
      Brandstrategy
      SpecialEvents
      * OwnelaborationfromMartyNeumeier
    20. The
      AREAS
      of our structure
      © Rosebud 2008
    21. This area contributes with a lot of benefits to the brand building process: THE CONSUMER VOICE is translated to insights and later in a ELABORATED THINKING PLATFORM that allow us to achieve a efficient development of the brand and its creativity.
      The consumer involvement in the brand creation process is the real ADDED VALUE of the process.
      The account planning is the axis where we transform the service of a traditional agency that only manages advertising, towards AN AGENCY THAT FOCUS ITS ACTIVITY TOWARDS THE TOTAL BRANDING.
      Services:
      • account planning and positioning.
      • Brand building and development strategies.
      • Insights – consumer research.
    22. The combination of a GOOD STRATEGY AND A BAD EXECUTION is like a great car without wheels. The production elements around a brand action have the same importance like the brand building and creativity.
      For that reason, in rosebud, the client service is a key area where ALL THE BRAND COMMUNICATION PIECES TURN AROUND.
    23. The creativity and design play a main role in the building and creating brands process because DIFFERENCES and EXPRESS its intangibles: the EMOTION, the CONTEXT and the ESSENCE that the consumers cares.
      Services:
      • Advertising.
      • BTL.
      • GraphicDesign.
      • BrandIdentity. Branding.
      • Naming.
      • Packaging, displays, PLV.
    24. As the Willy Wonka’s chocolate factory, rosebud is organized to boost the CREATIVITY.
      All the rosebud workers take part of the creativity.
      All of them are suscribed to a creative magazine. They choose.
      The creative training is obligatory.
      All the fridays are Thinking Fridays.
      Creativity as the transverse vector.
      …but keeping in mind one premise:
      OUR BUSINESS IS NOT THE CREATIVITY FOR CREATIVITY.
      Is the creativity at the service of the brands.
      © Rosebud 2008
    25. Ifyouwanttoknowusbetter: www.rosebud-ad.com
      Ifyouwanttotalk: agus@rosebud-ad.com/695154774
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