Thursday, May 25, 2006

Book Review: Branding, from brief to finished solution




This is a very interesting book. You got to see how big branding agencies think and work, from the brief to final solution. The whole process of thinking and conceiving a brand : research, the positioning options, positioning and naming, design concepts, choice of brand typeface, building and applying a brand language, brand architecture...everything. Is is a great consulting book.

Esse livro é muito interessante. Você tem a chance de ver como as grandes agências de branding trabalham, do brief até a solução final. O processo todo de pensar e criar a marca: pesquisa, posicionamento e nome, desenvolvimento do conceito de design, escolha das fontes, construindo e aplicando a marca, arquitetura da marca. É um excelente livro de consulta.

Monday, May 15, 2006

Book Review: Brand Failures


I really like this book. You laugh a lot reading it, great fun. You see how huge huge companies make huge huge mistakes. All sorts of mistakes, people failures, pr failures, idea failures, extension failures, rebranding failures...Some classic examples are Sony Betamax. the New Coke and the Ford Edsel. Culture failures provide us with the funniest cases, one example is Gerber (baby food manufacturer) in Africa, that started to sell its products in Africa with the same packing used for western markets. The package has a picture of a baby on the label, Gerber surprised with the low sales, discovered that in Africa, as most people can't read english, companies put the picture on the label of what's inside. Brand Failures - Matt haig

Eu acho esse livro genial. Você vê como empresas gigantescas cometem uns erros maiores ainda.Você encontra todos os tipos de erro, erros de pessoas, erros de relações públicas, idéias, extensões, rebranding e por ai vai. Alguns casos clássicos são Sony Betamax, a New coke e o Ford Edsel. Os erros culturais fornecem os casos mais engraçados, como por exemplo da Gerber, empresa que fabrica comida de bebê,ao se instalar na África, manteve a mesma embalagem que usava no Ocidente. Surpresa com as baixas vendas, Gerber descobriu que como a maioria da população africana não sabe ler em inglês, as empresas geralmente colocam a foto do que está dentro da embalagem no rótulo, no caso da Gerber a foto era de um bebê.

Friday, May 12, 2006

E-Seminar Review: Brand Leadership


Columbia interactive - Brand Leadership - Professor Bernd Schmitt
This is a 3 part seminar with Professor Schmitt, from Columbia Business School.
It is a very good seminar, it uses several medias and Professor Schmitt is one of the most respected guys on the subject.
The first seminar talks about " What makes a Brand", brand core, brand id, brand execution, brand leverage and brand score.
Then he gives some examples of brands that had successfully created an identity and how this companies are managing the brand. The 2nd "Experiential Branding", in this seminar he explains the differences between the traditional marketing and the experiential marketing, making the distinction about the Strategic Experiential Modules (SEM) and Experience Providers.
and the last one is "Branding and the Creative Organization" where he explains how to align the organizations with the Brand promise, so they can deliver it to the customer. Professor Schimt has also a blog

http://www.meetschmitt.com/


http://ci.columbia.edu/ci/eseminars/0313s_detail.html


Este seminário é constituído de 3 partes e é dado pelo Professor Schimtt, da Columbia Business School. E´um excelente seminário, faz uso de diferentes midias e o Professor Schimitt é um dos mais respeitados no assunto. O primeiro seminário fala sobre "O que faz um Brand, quais são as partes que compõe uma marca." Ele fala do Núcleo, da Execução, Alavancagem e Score da marca. Ele também da alguns exemplos de marcas que tiveram sucesso ao criar suas identidades e como estas empresas estão gerenciando a marca. O segundo seminário é sobre a diferença entre marketing tradicional e "experiential marketing", explicando também o que são os Módulos Estratégicos de Experiência (SEM) e os Provedores de Experiência, E a última parte é "Branding e a organização criativa" no qual ele explica o processo de alinhamento das empresas e funcionários com a promessa do brand, para que o consumidor tenha a mais clara percepção possível do brand, através das diversas interações que ele tem com a empresa. O professor Schimtt também tem um blog.


http://www.meetschmitt.com/


http://ci.columbia.edu/ci/eseminars/0313s_detail.html

Thursday, May 11, 2006

Book Review: The 22 Immutable Laws of Branding


If you want to start reading about branding, I really recommend that you buy this book first. As my husband says, if you memorize this laws, hardly you will be doing any big mistakes in branding.
Authors are Al Ries and Laura Ries. They are constantly quoted in several books about the same subject. Great book.

Wednesday, May 10, 2006

MetrohmPensalab



SCENARIO | This is the solution that I created for Metrohm Pensalab, two companies that merged recently. Metrohm is a swiss company , which is the largest company in the world in chemical ion analysis and Pensalab is number one in Brasil in selling quality instruments and services for all industry fields.



CONCEPT | The design reflects the idea of clarity and precision - expressed through the typeface (Myriad Pro Family) and friendly personality - an easy to approach company, given by the colors. The path chosen for the development of the new brand was to create an independent identity, however keeping a relationship with the primary brands, in order to beneficiate from the already built awareness that those brands have. The chosen element to link the primary brands and the new one was the color. Both primary brands have a strong identity based on their colors, and they worked superb together.



ICON | The icon was created to help the identity to be distinctive and flexible.

About this blog

Hi everyone
In this blog you will see my recent works and some thoughts about graphic design and branding. Also you will find a list of books that I read and recommend about the subject. Feel free to comment. Thanks. Bye

Ola pessoal
Nesse blog vocês vão ver os meus trabalhos mais recentes e alguns insights sobre design gráfico e branding. Também tem uma lista de livros que eu li e que eu recomendo sobre o assunto. Fiquem a vontade para comentar. Valeu, até.