The Persuaders

"The Persuaders" is a documentary that talks about the things that brands do to reach people and how they try to excel in their ads.



The people in the documentary (marketers) do a lot of analogies, like for example they compare their consumers with cockroaches and their ads are bug spray , the more ads people are expose to, the more immune they become.... Which means they need to change their marketing strategy because people(consumers) are not buying the same crap anymore.


There are so many ads out there and many advertising companies are trying to break through that clutter, but at the same time it kinda backfires them because they are also becoming part of the clutter by making an opening to more clutter and the clutter cycle of ads keeps going...

Companies try to reach consumers' emotions, so they feel more identified with their brands and that way they will make profit of that. Yes it may sound cruel, but that's what marketers do, they find ways to get in to peoples heads so they can control their "needs" and manipulate them.



For example;
An Apple computer

It's just a computer.. But when you add a little something called "marketing"...
It's not a computer anymore, its a whole experience filled with emotions and promises that makes people think that with that computer they are part of something "different" and that will fulfill their need in "changing the world" just by buying it.



The last section of the film covered politics. This was my least favorite section out of them all.I know a little bit about politics and have an idea of what they are about but other than that I despise them. What the documentary said about marketing in politics was really messed up. It also mentions how they can manipulate the image that they want others to see to get elected to office and then keep that power. It's just like if the candidate was a product that they need to sell to people, sometimes though how they are marketed and how they really are don't match up. So yeah, politicians can lie their way through election and bend the truth the way they want, because its not marked as illegal like unlike marketing in products(if you lie about a product, it's illegal).



In conclusion, this documentary is like a review of all the things we've seen in our class, they mention stuff like branding, emotional branding, product placements and among other things... It pretty much describes how Marketing relates people's "needs" with their products, also it creates a need for a certain product with their ads.

The invention of lying

It was 3:10 pm, as usual I was runing late to class... the movie our teacher was playing seemed like it started 10 mins ago. as I came in the classroom the title of the movie came on and it was called

"The Invention Of Lying"


So basicly this movie is about a world where people aren't able to lie. there was alot of product placements in the movie, for example starbucks, a lot of people had starbucks cups or mugs. Then coke came in to the picture, in a form of comercial. but this comercial was different because they told the truth about their product and it wasnt very pleasing to hear (haha). the one I found really funny was the Pepsi ad, it says "pepsi, when they have no coke" or something like that, but the point is that the ad was kind of true , well in real life that's what happens people ask for a coke but since there is no coke they get pepsi as a "replacement coke".... well there were other brands such as budwiser, but not much was mentioned about them... wait a minute.. pizza Hut was in a form of tablets and I guess Pizza Hut payed alot to get
that role in the movie...

Branding would be very boring if people couldn't lie, for example... Coke commercials wouldn't be as fun as they are if they weren't able to lie and people wouldn't consume their product as much... actually not a lot of people would consume fast food, if those business had to tell the truth, since fast food is filled with a lot of shit that shouldn't be eaten by human beings(but we still eat it). A lot of business would be affected specially the fast food business (like I mentioned earlier) and the weight loss ones as well.

Some forms of communication would be totally affected if they couldn't lie, like tv, radio , banners and among others... T.V would be very boring if people couldn't lie and informercials wouldn't exist , because infomercials are full of lies (like those weight losing, beauty, sex and food products). Movies wouldn't be very fun if people weren't able to lie, because movies are all filled with lies and really great expectations about life (because we all know life isn't like they show it in the movies).

Brands like McDonald's and other fast food brands would be very affected by this because their food is full chemicals that cause alot of shit to the body and makes people fat at a very alarming rate, I think their slogan would be like;

McDonalds

"killing you,with one hamburger at a time"
or

"I'm loving the cholesterol"
or

"Making the world a fatter place"

well anyways... two people that I thought as brands would be

Frank Fawcett (the fat guy who wanted to kill himself but couldn't)
his brand promise would be... "when you choose frank you will try to do your best even if you fail"
his brand essence ... won't give up till I succeed.
his brand personality... persistant, honest, friendly
his slogan will be "the importance of trying"


Brad Kessler (the arrogant guy that thinks he is better than everyone)
his brand promise... "with Brad you will only have the best service there is"
his brand essence will be... nobody is better than me
his brand personality would be... arrogant, snobish, successful and intelligent
his slogan ... "absolute perfection"




In conclusion this movie was pretty cool, it was fun to watch at class and really useful because we talked about the brands and some of mention things that other didn't see. I would totally recommend this movie to a friend... also this movie has a difference perspective about brands and it shows that brands wouldn't be as powerful if the world couldn't lie. But I think it would be great to live in a world where people couldn't tell a single lie, the government would be much better and other things would be completely different...

Logorama

Logorama es un cortometraje animado francés de 16 minutos, dirigido por François Alaux, Hervé de Crecy y Ludovic Houplain y producido por Autor de Minuit. El film presenta diversas situaciones ocurridas en Los Ángeles repleto de más de 2,500 logos y mascotas de diversas compañías. El cortometraje ganó el Premio Kodak en el Festival De Cine de Cannes del 2009, y obtuvo un oscar al mejor cortometraje animado en el 2010.

Este cortometraje refleja como todos los días las marcas estan en nosotros y como las mismas marcas hacen nuestro mundo girar. pues cada logo en la historia tenia una papel que le quedaba por ejemplo el villano fue la mascota de McDonald's (Ronald McDonald) , ese papel de villano le quedaba muy bien porque McDonalds es una compañia "malvada" que engaña a sus clientes y ponen muchos químicos en la comida y la gente ni sabe lo que se esta comiendo y tienen muy descuidadas sus areas de juego (algunas).

Pero bueno volviendo al tema, los "good guys" de este cortometraje eran una pareja de policías Michelín, uno se pregunta porque Michelín? bueno Michelín es una compañía de llantas que es muy confiable en casi todo el mundo y pues la verdad si le queda el papel de policía. un Michelín tenia un sombrero de vaquero con el logo de Carl's Jr. mientras que el otro tenia un logo que parecía una cruz o un signo de mas se cual es la marca pero no me puedo acordar del nombre, es medio famosa por sus lentes y esa actitud "cool" que tiene la marca y le queda a este personaje porque es el típico "good guy" que quiere vengarse del villano porque le hizo algo en el pasado.

Bueno otros logos que mire fueron el de "AOL" y los de "Bic". Ellos eran como las personas comunes y de seguro eso simboliza que todos tienen usan las plumas Bic el servicio de AOL

La verdad este cortometraje se me hizo muy interesante porque no es el típico final de que el bueno gana, el malo muere y un final feliz. Tiene un interesante twist porque los personajes secundarios como la chica ESSO y el Big Boy terminan siendo los personajes principales y los únicos "sobrevivientes" en la animación.

Las compañías grandes como Craftsman y otras eran edificios. eso quiere decir que son compañías corporativas que casi no tienen trato con la gente (bueno si lo tienen pero no es mucho) su software o objetos están mas en "background" (como son juguetes, revistas, programas) o también porque son compañías que ganan mucho dinero y las representan como edificios grandes.

fun fact (hay un oxxo entre esos edificios ;) )

bueno en conclusion este cortometraje fue muy interesante, tambien tenia uno que otro mensaje oculto en los personajes y en la animacion en si. La verdad se me hizo muy interesante porque fue algo que a nadie se le hubiera ocurrido, en serio si que se mereze tener esos premios.

Ma. Genoveva Martinez 20707
Imagen de marca
Paco Melo
Resultados de aprendizaje: 1 y 2

The princess Brands....

This is a tale about a kid and his grandpa, his grandpa complains how kids these days (back in the 80's) watch TV and play video games but don't read books. He shows him a book and the kid at first is not fond of it but then as the grandfather begins to read the story the kid becomes interested in the plot.....


well anyways this story is about these characters that fit perfectly in to their stereotypes for example

Buttercup she is the typical blond BIMBO who can't do anything by herself. she needs her dear "farm boy" to do stuff for her. but she also has this persistence and loyalty, if she was a brand she will be a loyal, delicate and elegant.


Her logo would probably have a skinny typography and a slogan that has something meaningful and intense.

Her brand would probably a clothing brand. Her brand promise will be that she will stick with you until the end and her products will probably full of details and custom made for you.

Her brand essence will probably be LOYAL CARING CLINGY Her brand personality would be really attached cares about her customers will try to make her customers stick with her no matter what

Her slogan will be
with you until the end





then there's Vizzini, this typical bad guy that is the pretty obvious stealing, cheating, crook that kidnaps the princess and wants to start chaos all over the land.



If he were a brand his essence would be quirky smart deceiving

His logo would probably look playful with a pinch of seriousness with a bold and circular typography

His brand promise will be to make sure you get the better deal out of things and you will end up the one with the most benefit. his personality as a logo would be someone who is playful but gets down to business when it needs to and he kind of reminds me of microsoft... Because they are like him smart and they have good products but they tend to bend the truth a little bit, probably his customers might talk bad about him because of his deceiving actions.

His slogan will probably something like this
strategies in motion




There was this character that i really liked due to his persistent, his strong will and his avenger role in the movie..
INIGO MONTOYA would be an excellent brand due to these qualities he is the kind of guy who will fight and avenge the ones he cares the most.



If he was a brand his logo would be pretty fancy with a pinch of nobleness his personality would probably a brand that cares for his customers and if something happens to the product they purchase or if a service didn't turn out so well.

Inigo will make sure the customers ends up satisfied in the end. his brand essence will be strong will persistence nobleness

His slogan will be
I've got your back



the main quotes in the movie that I thought I could somehow relate to marketing

Vizzini said :Finish him. Finish him, your way

I mentioned something related to this to a friend because some other character says" have it your way" I think it was Buttercup. They repeated this saying as if it was trying to advertise something and it also reminded me of burger king slogan.

another one was

WES: as you wish
he always told this to Buttercup, and it reminded me of marketing because thats what marketing does ... they try to make things apealing to the public and they also "try" to fufill needs in some way or another.


Ma. Genoveva Martinez 20707
Imagen de marca
Paco Melo
Resultados de aprendizaje: 1 y 2

The Magic of a slogan

When we think of the Word slogan the first thing that comes to our mind, that silly commercial that is trying to advertise you or your kids a product and if it looks good you’ll end up buying it. Well that’s the magic of a slogan… A slogan is a memorable motto or phrase used in a commercial as a repetitive expression of an idea or purpose. Slogans vary from the written and the visual to the chanted and the vulgar. Often their simple rhetorical nature leaves little room for detail, and as such they serve perhaps more as a social expression of unified purpose, rather than a projection for an intended audience.




But the product or company shouldn’t just rely on their slogans to do all the work,
“Don’t just talk about it, be about it”
You first have to think about what do you want people to think of you, what are your main goals, what does your company or product focuses on the most. You also got to make people feel good, make them feel like they are part of something, for example apple, one of their slogans was “think different” and when people went in to the store and bought a computer they actually thought they were being and thinking different, because they bought a computer that is “different” than the rest.





For a slogan to work the people that might be possible consumers need to understand it, they need to know what is your point and what’s behind this. Because if people don’t get it they will end up ignoring your product, your slogan also has to have a memorable phrase that will stay with people for years to come. For example the “shamwow” their slogan is “you’ll be saying wow every time” people thought it was funny and as years passed the slogan still remained alive, people didn’t bought the product because “it worked” they bought it because the slogan of the product and the person doing the ad was something memorable to them.




Ma. Genoveva Martinez 20707
Imagen de marca
Paco Melo
Tarea #3
Resultados de aprendizaje: 1 y 2

El manejo de las marcas

El manejo de la marca… muchos piensan que es solamente un a estrategia del marketing , pero no es así. El manejo de la marca es algo mucho mas profundo, es un trabajo que se encarga de cuidar la imagen del producto y así permanezca en un buen estatus. Es muy importante que la marca tenga un buen manejo porque de esto va depender la imagen que los tienen de la marca. Por eso muchos mercadologos , gerentes de negocios y expertos de la marca optan por crear estrategias que le dará fuerza a su marca. La marca siempre debe de ser cuidada “desde la propuesta de valor, hasta la misma marca”.



¿Como uno puede saber si la marca se esta manejando apropiadamente? Bueno hay varios factores que determinan si el manejo de la marca es apropiado y estos son; las diferentes conductas y reacciones de los clientes. Otro seria las relaciones que los clientes tienen con la marca y con eso podríamos saber si el cliente en realidad se identifica con la marca. El valor de la marca es uno de los que juegan un rol importante en saber si en verdad uno esta manejando su marca de la forma correcta, ¿porque? Pues, con esto podremos identificar si el cliente le importa la marca y si la valora como tal.


También uno tiene que tener en cuenta estos cuatro puntos, que son la clave para que se tenga un exitoso manejo de marca. Estos son;
(1) “Valor de la reputación: Las culturas de marca forman la percepción de la calidad del producto “
(2) “Valor de la relación: Las culturas de la marca forman las percepciones de la relación”
(3) “El valor de las experiencias: Las culturas de la marca enmarcan las experiencias de los consumidores”
(4) “Valor simbólico: Las culturas de la marca expresan valores e identidades”

[DOUGLAS B. HOLT - Marcas y el Manejo de la Marca - Harvard,B.S]

Bueno con estos puntos uno podrá tener una idea que es lo que debería de incluir su estrategia del manejo de la marca. Pero lo triste es que no muchos negocios (locales) implementan este tipo de estrategia, mientras sus marcas terminan siendo un simple objeto del marketing y terminan acabando con ellas.


Me encontre este vid que se me hizo muy interesante



Ma. Genoveva Martínez C. 20707
Diseño de Imagen de Marca
Maestro: Francisco A. Melo Walther
Resultados de aprendizaje: 1 y 2

User Centered Design; The key to success

user-centered design or UCD is a design philosophy and a process in which the needs, wants, and limitations of end users of a product are given extensive attention at each stage of the design process. this term focuses on the user's needs and wants and it thinks of a product or service that will benefit the user in one way or another.

User-centered design can be characterized as a multi-stage problem solving process that not only requires designers to analyze and foresee how users are likely to use a product, but also to test the validity of their assumptions with regards to user behavior in real world tests with actual users.

sometimes we the designers need to do a series of tests and samples because it is often very difficult for the designers of a product to understand intuitively what a first-time user of their design experiences, and what the user is really looking for in a product.

I happened to stumble upon this video that gives a very good analogy of the meaning of UCD, it explains briefly the important points of it.

Brand & Meaning

Think of a brand, what comes to your mind?

apple, Chanel, Gucci, Ferrari, or another brand that you have a certain attachment to?

In this "material world" brands have a "special" connection with us and sometimes we even start developing some sort of attachment that later becomes loyalty to a certain brand ... for example a girl looking at a pair of Dolce&Gabbana glasses that appeared in an Elle Magazine.

This is an example of emotional branding... but what is emotional branding? Emotional Branding is a marketing term that has to do with the way the consumer feels about the advertised product, rather than the product's image, usage, or price. Emotional branding is the factor that companies play on when they advertise to market to certain demographics.

Another key player in how people look, think and feel about brands is laddering but, what is laddering exactly? Well, Brand Laddering involves progression from attributes to benefits to more abstract values or motivations. Laddering involves repeatedly asking what the implication of an attribute or benefit is for the customer, in other words laddering is a process where the costumer gives a special value to a brand because they connect it with an emotion, a memory and it even gives the brand a certain value that money "cant buy”.

People also use brands to feel confident with themselves, because brands give us that comfort, security and they fulfill out needs in one way or another. When we see something on TV that catches our eyes we stop for a minute and think, "oh if I had that, I would feel much better about myself and others will look at me differently" yeah, I know most of you would deny it, but to be honest that’s how many people think and that’s what motivates us to buy a certain product, because we feel that by buying that product our lives will become a little bit better...