Brand Laddering

Brand Laddering:

http://www.etstrategicmarketing.com/smNov-Dec1/stra_brand_bene.htm

http://marketing.byu.edu/htmlpages/courses/490r/ladderingexcerpts.htm

Lucha simbolica por el logo

Lucha simbolica logos:

http://www.presentationzen.com/presentationzen/2008/06/it-seems-that-every-two-years-i-comment-on-a-logo-in-the-news-see-this-post-i-wrote-on-the-world-cup-logo-in-06-a-logo-of.html

¿Donde comienza y donde termina el poder del simbolo?

Nuevo empaque de Nestea Suiza. Natural pero moderno o depronto ¿medicina?

ZALTMAN VIDEO

ZALTMAN VIDEO: http://consumerengagement.blogspot.com/2006/09/engagement-video-series-gerald-zaltman.html

Estrategias de Cultural Fit

Excelente PDF de hace unos años sobre como realizar estrategias de cultural fit a marcas, productos y estrategias de comunicacion. Sin leer la cultura imposible realizar estrategias de implementacion bajo codigo cultural:

http://www.allevio.com/Transcribing%20Codes_Models%20for%20cultural%20fit%20in%20branding.pdf

Decoy Marketing

Percepciones Instantaneas, compras de momento... Decoy Marketing...

I don’t advocate any techniques that push a customer into buying something he doesn’t need or want. But sometimes, customers have difficulty deciding between alternatives and, to get the product they need, require a small nudge in one direction or the other. For example, I was going to buy shaving gel in that store no matter what, but the unintentional decoy got me to the decision point and on my way more quickly than if I had I spent another few minutes considering the weighty issues of gel vs. foam, aloe vs. sensitive skin, cheaper small size vs. expensive big size, and so on....

http://www.neurosciencemarketing.com/blog/articles/decoy-marketing.htm

Semiotica & Diseño de Empaques: Punto G

Para los interesados en semiotica y su relacion con los objetos. Atencion:

http://www.space-doctors.com/library/d_week.pdf