Brand Gap 8 Vicente Valjalo
-
Upload
magister-en-comunicacion-aplicada-universidad-del-desarrollo -
Category
Documents
-
view
616 -
download
2
description
Transcript of Brand Gap 8 Vicente Valjalo
![Page 1: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/1.jpg)
![Page 2: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/2.jpg)
Vicente Valjalo
![Page 3: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/3.jpg)
Vicente Valjalo
![Page 4: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/4.jpg)
![Page 5: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/5.jpg)
![Page 6: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/6.jpg)
Vicente Valjalo
![Page 7: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/7.jpg)
Vicente Valjalo
Poco efecto sobre los patrones conductuales
Efecto pronunciado sobre los patrones conductuales
No hemos conocido nada parecido antes de..©
![Page 8: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/8.jpg)
Vicente Valjalo
![Page 9: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/9.jpg)
Vicente Valjalo
![Page 10: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/10.jpg)
Vicente Valjalo
![Page 11: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/11.jpg)
Vicente Valjalo
40 - 50s
Ser miembro
Seguridad Familiar
Obediencia
Etica en el trabajo
Pertenencia
90-2000
Conocimiento
Suficiencia
Habilidad
Autosatisfacción
Ser tú mismo
60 – 70s
Ser diferente
Nuevas formas
Experimentación
Libertad
Asombro
80-90s
Yo
Riqueza
Control - poder
Reconocimiento
Ser una estrella
![Page 12: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/12.jpg)
Vicente Valjalo
40 - 50s
Ser miembro
Seguridad
Odediencia
Etica del
trabajo
Pertenencia
80-90s
Yo, yo, yo
Riqueza
Poder y control
Fama
Ser estrella
90-2000
AutoConocimiento
Autosuficencia
Habilidad
Ser yo mismo
Cons
umid
ores
40 - 50s
PATRONIZING
Grande
Experta
Pto. referencia
Tu me perteneces
80-90s
Indulgente
Extrovertido
Grandioso
Personalidad
Eres una estrella
90-2000
Confiable
Creíble
Empáticas
Guía
Eres importante
Mar
cas
2001...
Conocimiento
Suficencia
Destreza
Realismo
Desarrollar mi potencial
2001...
Expertas
Super Creíble
Servicio
Innovadoras
Tu eres el que sabe
60- 70s
Ser diferente
Nuevas formas
Experimentación
Asombro
60-70s
Apertura
La aventura
Experimentación
Empowerment
Eres asombroso
![Page 13: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/13.jpg)
Vicente Valjalo
Epoca de transición Confusa
(Lo Postmoderno)
Valores YOOF
Individualismo Competitividad
Apariencia Hedonismo
Transgresión
Generatividad
![Page 14: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/14.jpg)
Vicente Valjalo
![Page 15: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/15.jpg)
Vicente Valjalo
![Page 16: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/16.jpg)
Vicente Valjalo
![Page 17: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/17.jpg)
Vicente Valjalo
![Page 18: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/18.jpg)
Connection Container
Engagement Diferenciación
![Page 19: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/19.jpg)
Engagement Trust / Relationship
Targeted���Contacts
Brand Impact + = x
Reemplaza el paradigma del top of mind. “we can no longer buy attention” Edward Boches
Reputación> Como marca debo ser autorizado a entregar mi mensaje.
Capacidad de reunir tu propia audiencia> Same target/person. Different time/place. Different Platforms
![Page 20: Brand Gap 8 Vicente Valjalo](https://reader038.fdocuments.net/reader038/viewer/2022102701/55899840d8b42a83508b45bb/html5/thumbnails/20.jpg)
information age
information binary
engineering precision domestic
wired one way
Joe Plummer
age of imagination
insight digital biological possibilities global wireless interactive
paradigm shift