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...