27_07_Marquinista_Perceptionitis.pdf
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Branding & Perceptionitis: sales messaging and increased market traction by Patricia Soares da Costa
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27_07_Marquinista_Perceptionitis.pdf
- 1. PERCEPTIONITIS®: A VIRUS THAT CONTAMINATES BRANDING AND COMMUNICATION. MARQUINISTA – the locomotive of brands marquinista.pt | patricia@marquinista.pt
- 3. I CAN TELL YOU SOMETHING ABOUT ME, OR I CAN SHOW IT TO YOU HI! I’M PATRICIA @MARQUINISTA 3 MARQUINISTA
- 4. HI! I’M PATRICIA @MARQUINISTA 4 MARQUINISTA
- 5. VISITED MORE COUNTRIES (56) THAN YEARS OF AGE Trilingual consultant on branding, communication and tourism CEO of MARQUINISTA - the locomotive of brands Advisor to corporations, governments, startups and creative agencies on branding, perception and reputation matters. Mentor in global entrepreneurship programs (Portugal, USA, Qatar, Albania, Bosnia, Serbia, Kosovo, Peru, Egypt, Ghana, Jordan, Kenya and Indonesia). HI! I’M PATRICIA @MARQUINISTA 5 MARQUINISTA
- 6. IF I WAS A BRAND, I WOULD BE 6 MARQUINISTA
- 7. IF I WAS A BRAND, I WOULDN’T BE 7 MARQUINISTA
- 8. AND EVERYTHING IS TAINTED BY THOSE. ALL OF THIS IMPLY “PERCEPTIONS” 8 MARQUINISTA
- 9. AS A MAN IS, SO HE SEES 9 MARQUINISTA
- 10. 10 PERCEPTION: AS A MAN IS, SO HE SEES MARQUINISTA
- 11. 11 ITIS Suffix - forming names of inflammatory diseases Appendicitis Bronchitis Otitis …. PERCEPTIONITIS ® MARQUINISTA
- 12. PERCEPTIONITIS ® 12 WE ALL SUFFER FROM AN INFLAMATION OF OUR PERCEPTION Allergy to different points of view Spreading virus in the communication MARQUINISTA
- 13. PERCEPTIONITIS ® 13 HOW MUCH? 2 FINGERS NOT MUCH. MARQUINISTA
- 14. PERCEPTIONITIS ® 14 HOW MUCH? 2 FINGERS NOT MUCH. MARQUINISTA
- 16. PERCEPTIONITIS ® 16 MARQUINISTA – the locomotive of brands MARQUINISTA
- 17. PERCEPTIONITIS ® 17 MARQUINISTA – the locomotive of brands MARQUINISTA
- 18. 18 YOUR BRAND IS NOT WHAT IT SAYS IT IS It’s not what you want it to be It’s what others perceive when you communicate PERCEPTIONITIS ® MARQUINISTA
- 24. IF YOU HAVE TROUBLE SLEEPING 24 MARQUINISTA
- 27. IF YOU DON’T HAVE KIDS 27 MARQUINISTA
- 29. THIS HAS NO VALUE TO YOU 29 MARQUINISTA
- 30. IS WHAT SOMEONE IS WILLING TO PAY FOR SOMETHING BECAUSE VALUE 30 MARQUINISTA
- 31. THE PRICE THAT WOULD MOST FREQUENTLY BE PAID AND ACCEPTED (BUT WE ARE HERE TO DISCUSS PERCEPTIONS) VALUE IS ALSO 31 MARQUINISTA
- 34. 34 BRANDS CONQUER A SPACE, MEANING AND TRUST MARQUINISTA
- 40. A BRAND IS A PROMISSE OF AN EXPERIENCE 40 MARQUINISTA
- 41. 41 MANY THINGS NEED TO COME TOGETHER FOR THAT EXPERIENCE A relevant and simple brand idea (your positioning and main value proposition) Some key stand-out components (yours and proprietary, you own the concept) An amazing brand to life (true and consistent) Lots of things that your competitors also do A BRAND IS A PROMISE OF AN EXPERIENCE MARQUINISTA + + +
- 42. 42 A BRAND IS A PROMISE OF AN EXPERIENCE Something you can own MARQUINISTA
- 43. 43 A BRAND IS A PROMISE OF AN EXPERIENCE Something you can own MARQUINISTA
- 44. A BRAND = A SYSTEM COMPOSED OF MANY INGREDIENTS 44 MARQUINISTA
- 45. 45 A BRAND = A SYSTEM COMPOSED OF MANY INGREDIENTS MARQUINISTA C O M M U N I C A T I O N S PRODUCTS AND SERVICES ENVIRONM ENTS BEHAVIOUR B R A N D I D E A ( P O S I T I O N I N G ) NAMING IDENTITY BRAND TO LIFE
- 46. 46 SO A BRAND IS MORE THAN THIS MARQUINISTA
- 47. 47 A BRAND = A SYSTEM COMPOSED OF MANY INGREDIENTS MARQUINISTA
- 48. 48 A BRAND = A SYSTEM COMPOSED OF MANY INGREDIENTS MARQUINISTA
- 49. HOW DO WE MIX THE INGREDIENTS? 49 MARQUINISTA
- 50. 50 LET’S THINK A BRAND IN REVERSE MARQUINISTA HOTEL
- 51. 51 LET’S THINK A BRAND IN REVERSE MARQUINISTA
- 52. 52 LET’S THINK A BRAND IN REVERSE MARQUINISTA HOTEL
- 53. 53 LET’S THINK A BRAND IN REVERSE MARQUINISTA
- 54. 54 LET’S THINK A BRAND IN REVERSE MARQUINISTA HOTEL
- 55. 55 LET’S THINK A BRAND IN REVERSE MARQUINISTA
- 56. WHAT YOU DON’T KNOW THAT YOU KNOW ABOUT BRANDS 56 MARQUINISTA
- 57. NO LOGO OR REVERSE PSYCHOLOGY? 57 MARQUINISTA
- 58. CREATED ITS OWN SUBCATEGORY The no-brand brand. Simplicity, moderation, humility, and self-restraint. To deliver functional products that strive not to be the best but enough. 58 MUJI MARQUINISTA
- 59. MUJI IS A CALL TO RETURN TO THE SIMPLICITY Limited color range, minimal packaging Emphasis on recycling, avoiding waste in production Products are simple and affordable 59 MUJI MARQUINISTA
- 60. 60 MARQUINISTA
- 61. 61 MARQUINISTA
- 79. HOW CAN YOU PLAY WITH PERCEPTION AND CREATE IMPACT? 79 MARQUINISTA
- 80. 80 MARQUINISTA PERCEPTIONITIS ® #FalconHeavy - Launch of the most powerful rocket, by Elon Musk's SpaceX
- 83. 83 MARQUINISTA PERCEPTIONITIS ® Play with perception. And chicken nuggets
- 84. PERCEPTIONITIS ® Ask why? 11 following? 84 MARQUINISTA
- 85. PERCEPTIONITIS ® KFC secret recipe (and selling line) is “11 herbs & spices” 85 MARQUINISTA
- 86. PERCEPTIONITIS ® A product nobody needs is a best seller 86 MARQUINISTA
- 87. 87 MARQUINISTA PERCEPTIONITIS ® Play with perception #FLAMEGRILLED
- 88. 88 MARQUINISTA PERCEPTIONITIS ® Play with perception and competition
- 89. 89 MARQUINISTA PERCEPTIONITIS ® Roll with the punches! #FLAMEGRILLED
- 90. 90 MARQUINISTA PERCEPTIONITIS ® Roll with the punches! #FLAMEGRILLED
- 91. YOUR BRAND IS ALSO MADE OF DUMB IDEAS 91 MARQUINISTA
- 93. 93 WELL, NOT IF IT WORKS As dumb as selling shoes, an item that comes in 100s of sizes, over the internet. As dumb as expecting people to find a date or a spouse online. As dumb as building an encyclopedia that anyone can edit. DUMB IDEAS MARQUINISTA
- 96. 96 NOT IF IT WORKS DUMB IDEA? MARQUINISTA
- 105. 105 NOT IF IT WORKS MARQUINISTA
- 107. THINKING IS LIKE WALKING 107 MARQUINISTA
- 108. THINKING IS LIKE WALKING 108 MARQUINISTA
- 109. THINKING IS LIKE WALKING 109 MARQUINISTA
- 110. 110 MARQUINISTA
- 111. REALLY REALLY PUSH THE BORDERS 111 MARQUINISTA
- 112. PUSH THE BORDERS 112 MARQUINISTA STAY TRUE TO YOUR BRAND AND YOUR CORE VALUES Mean something Be relevant Put your audience first Play with perception and spark curiosity And...
- 113. 113 MANY THINGS NEED TO COME TOGETHER FOR THAT EXPERIENCE A relevant and simple brand idea (your positioning and main value proposition) Some key stand-out components (yours and proprietary, you own the concept) An amazing brand to life (true and consistent) Lots of things that your competitors also do REMEMBER A BRAND IS A PROMISE OF AN EXPERIENCE MARQUINISTA + + +
- 114. PUSH THE BORDERS 114 MARQUINISTA – the locomotive of brands BANISH THE IDEA OF LIMITS!
- 115. FROM BRANDING NO LOGO 115 MARQUINISTA
- 116. TO BRANDING WITH A LOOOOOT OF LOGO 116 MARQUINISTA