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Artigo Gabriel Meneses - InfoBranding

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Propósito de Marca: um tema atual no branding

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Artigo Gabriel Meneses - InfoBranding

  1. 1. Profissional de Branding e Design com experiência na criação e desenvolvimento de projetos de identidade visual alinhados às estratégias de micro e pequenas empresas; conceituação e desenvolvimento de materiais de comunicação impressa e participação de projetos que visam difundir o design como prática estratégica e que agrega valor a sociedade. Pós-graduação em Gestão de Marcas pela BSP - Business School São Paulo e graduação em Design com Habilitação em Comunicação Visual pelo Centro Universitário Senac. Cofundador e colunista do portal InfoBranding. Coautor do livro “InfoBranding-Do Boteco ao Escritório: Práticas de Gestão de Marcas” com o artigo “Propósito de Marca: O alicerce da estratégia de Branding”. E-mail: gabriel.meneses@infobranding.com.br e inocentesmeneses@gmail.com Não deixe de acessar: www.infobranding.com.br
  2. 2. Propósito de Marca O alicerce da estratégia de Branding
  3. 3. O que representa minha marca? Qual a razão dela?
  4. 4. Essas respostas ajudam a posicionar sua marca no mercado
  5. 5. Onde muitas atuam de maneira semelhante
  6. 6. Porém, algumas se destacam mais do que as outras; se diferenciando
  7. 7. Como?
  8. 8. Cada uma se orienta por um propósito
  9. 9. É o propósito que garante a unidade na percepção da marca, alinhando todas as suas ações
  10. 10. O propósito é a essência da marca; Define aquilo que a marca faz e aquilo que a marca não faz;
  11. 11. Ele garante uma relação pautada em valores: Marca Público Valores Compartilhados
  12. 12. Linha Condutora MOURKOGIANNIS, Nikos. Purpose: The staring point of great companies. New York: Palgrave Macmillan, 2006 (pg.6-8) Central
  13. 13. Cabe ao gestor da marca seguir essa linha e difundir seu significado constantemente, mantendo a marca presente na mente das pessoas
  14. 14. Propósito = DNA Moral Aquilo em que se acredita sem a necessidade de se pensar a respeito MOURKOGIANNIS, Nikos. Purpose: The staring point of great companies. New York: Palgrave Macmillan, 2006 (pg.6-8)
  15. 15. COLLINS, Jim. Empresas feitas para vencer. Rio de Janeiro: Elsevier, 2006 (pg.133-142) Os Três Círculos Do Conceito do Porco Espinho
  16. 16. O propósito é intrínseco e particular de cada marca, algo legítimo que não pode ser reproduzido de maneira idêntica
  17. 17. Sem o propósito a marca é como uma casa construída em um terreno arenoso
  18. 18. Não se sustentando de maneira equilibrada por muito tempo
  19. 19. As adversidades do ambiente podem fazer o terreno ceder e a casa pode vir a ruir COLLINS, Jim. Empresas feitas para vencer. Rio de Janeiro: Elsevier, 2006 (pg.133-142)
  20. 20. Quando há o propósito forte, as adversidades, que vão sempre existir, afetarão a marca, mas suas bases estarão fortes e ela poderá enfrentar a situação de maneira consciente e autêntica, aumentando as chances de se manter em pé a longo prazo. COLLINS, Jim. Empresas feitas para vencer. Rio de Janeiro: Elsevier, 2006 (pg.133-142)
  21. 21. Sugestão de Leitura Link: http://www.infobranding.com.br/marcas-feitas-para-vencer/
  22. 22. Propósito+Marca = Promessa
  23. 23. Define e mantém vínculos emocionais pautados em valores
  24. 24. Se relaciona com o conceito de posicionamento
  25. 25. É o ponto de partida para construção do Brand Equity e da Imagem da Marca
  26. 26. Propósito de Marca é o Propósito da Empresa comunicado
  27. 27. O Porquê de Simon Sinek SINEK, Simon. Por Quê: Como grandes líderes inspiram ação. São Paulo: Saraiva, 2012.
  28. 28. A maioria começa de fora para dentro SINEK, Simon. Por Quê: Como grandes líderes inspiram ação. São Paulo: Saraiva, 2012. (pg. 49-58) Lugar Comum
  29. 29. Para inspirar é melhor começar pelo Porquê SINEK, Simon. Por Quê: Como grandes líderes inspiram ação. São Paulo: Saraiva, 2012. (pg. 49-58) Autenticidade
  30. 30. Sugestão de Vídeo Simon Sinek: How great leaders inspire action Link: http://www.youtube.com/watch?v=qp0HIF3SfI4
  31. 31. “Quando as empresas passam a ser reconhecidas principalmente pelos seus “ porquês” elas e seus produtos deixam de ser commodities” Simon Sinek SINEK, Simon. Por Quê: Como grandes líderes inspiram ação. São Paulo: Saraiva, 2012. (pg. 49-58)
  32. 32. O propósito de marca melhora a comunicação SINEK, Simon. Por Quê: Como grandes líderes inspiram ação. São Paulo: Saraiva, 2012.
  33. 33. Aumenta a força da mensagem SINEK, Simon. Por Quê: Como grandes líderes inspiram ação. São Paulo: Saraiva, 2012.
  34. 34. Aumenta as chances de estabelecer um diálogo SINEK, Simon. Por Quê: Como grandes líderes inspiram ação. São Paulo: Saraiva, 2012.
  35. 35. Sugestão de Leitura Link: http://www.infobranding.com.br/as-pessoas-nao-compram-o-que-voce-faz-elas-compram-porque-voce-faz-isso/
  36. 36. O propósito ajuda a marca a consolidar sua identidade
  37. 37. O Propósito de Marca Inspira
  38. 38. Inspirar é o propósito da Liderança
  39. 39. Essa é a relação do propósito com o conceito de Endobranding
  40. 40. Quando o propósito sustenta a estratégia ela pode estruturar um forte sistema de crença e valores compartilhados, capaz de inspirar e atrair pessoas
  41. 41. O propósito praticado pela equipe se transforma em uma Cultura de Marca
  42. 42. “Nós nos sentimos melhor em culturas com as quais nos adaptamos. Nós nos sentimos melhor em lugares que refletem as nossas próprias crenças e valores” SINEK, Simon. Por Quê: Como grandes líderes inspiram ação. São Paulo: Saraiva, 2012. (pg. 49-58)
  43. 43. Marcas que trabalham seu propósito são autênticas
  44. 44. Conquistam admiração
  45. 45. Agregam Valor
  46. 46. Relação do Propósito de Marca com a Estratégia de Branding Imagem retirada do livro “Do Boteco ao Escritório: práticas de Gestão de Marcas” da Editora Reflexão, onde o artigo “ Propósito de Marca: o Alicerce da Estratégia de Branding” está publicado. Vários Autores.
  47. 47. Imagem retirada do livro “Do Boteco ao Escritório: práticas de Gestão de Marcas” da Editora Reflexão, onde o artigo “ Propósito de Marca: o Alicerce da Estratégia de Branding” está publicado. Vários Autores.
  48. 48. E então, Qual o Propósito da sua Marca?
  49. 49. Muito Obrigado! Gabriel Meneses – Branding+Design E-mail: gabriel.meneses@infobranding.com.br E-mail: inocentesmeneses@gmail.com >> www.infobranding.com.br

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