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Princípios Brand Engagement

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Como tornar as relações entre marcas e consumidores mais relevantes, interessantes e proveitosas? Como enca o cliente a ponto de sr impossível para ele trocar de marca preferida?

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Princípios Brand Engagement

  1. 1. Brand Engagement Como construir awareness da marca e fazer comunicação eficiente num mundo pós-digital Projeto
  2. 2. A maneira como as pessoas se relacionam com as marcas está mudando.
  3. 3. Vivemos na era da cultura da individualidade. Nossas identidades são baseadas em nossa cultura. E nossa cultura é baseada em mitos.
  4. 4. Após a 2a. Guerra Mundial, nossos mitos foram criados pela propaganda.
  5. 5. Marcas - e seus mitos - têm influenciado nossas identidades e aspirações. As marcas são as novas bandeiras que simbolizam nossas identidades compartilhadas.
  6. 6. As marcas que compramos representam nossas idéias.
  7. 7. Propaganda tradicional É desordenada Não é efetiva É fragmentada É mais cara É desconectada dos Tem baixa credibilidade consumidores Oferece baixo retorno
  8. 8. Como queremos ser vistos pelos outros?
  9. 9. E como sua marca ajuda seus consumidores a se expressar?
  10. 10. Brand Engagement
  11. 11. Oferecer conteúdo e relevância aos consumidores, individualmente.
  12. 12. Criar experiências de marca a partir de tecnologia e informação.
  13. 13. Construir relações de longo prazo com os consumidores através de múltiplos canais.
  14. 14. N   g. É    s    s.
  15. 15. Tecnologia 2 1 Identidade Experiência Consumidor 4 Consumidor 3
  16. 16. Tecnologia 1 Como as novas tecnologias podem elevar a níveis nunca antes imaginados a nossa experiência de compra?
  17. 17. Identidade 2 Como criar uma identidade de marca tão característica - seja no ponto-de-venda, seja nos produtos - que supere os seus próprios benefícios funcionais?
  18. 18. Consumidor 3 Como agregar mais e mais consumidores, e torná-los verdadeiros seguidores da marca, a ponto de que eles mesmos sejam os principais vendedores?
  19. 19. Experiência 4 Como promover uma experiência totalmente nova e inspiradora no público consumidor - e “blindar” definitivamente a entrada dos concorrentes?
  20. 20. Eg       . Garanta mais awareness - exposição. Retenha engajamento - utilidade. Estimule preferência - compromisso.

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