27_07_Marquinista_Perceptionitis.pdf

1. PERCEPTIONITIS®: A VIRUS THAT CONTAMINATES BRANDING AND COMMUNICATION. MARQUINISTA – the locomotive of brands marquinista.pt | patricia@marquinista.pt

2. PERCEPTION 2 MARQUINISTA

3. I CAN TELL YOU SOMETHING ABOUT ME, OR I CAN SHOW IT TO YOU HI! I’M PATRICIA @MARQUINISTA 3 MARQUINISTA

4. HI! I’M PATRICIA @MARQUINISTA 4 MARQUINISTA

5. VISITED MORE COUNTRIES (56) THAN YEARS OF AGE Trilingual consultant on branding, communication and tourism CEO of MARQUINISTA - the locomotive of brands Advisor to corporations, governments, startups and creative agencies on branding, perception and reputation matters. Mentor in global entrepreneurship programs (Portugal, USA, Qatar, Albania, Bosnia, Serbia, Kosovo, Peru, Egypt, Ghana, Jordan, Kenya and Indonesia). HI! I’M PATRICIA @MARQUINISTA 5 MARQUINISTA

6. IF I WAS A BRAND, I WOULD BE 6 MARQUINISTA

7. IF I WAS A BRAND, I WOULDN’T BE 7 MARQUINISTA

8. AND EVERYTHING IS TAINTED BY THOSE. ALL OF THIS IMPLY “PERCEPTIONS” 8 MARQUINISTA

9. AS A MAN IS, SO HE SEES 9 MARQUINISTA

10. 10 PERCEPTION: AS A MAN IS, SO HE SEES MARQUINISTA

11. 11 ITIS Suffix - forming names of inflammatory diseases Appendicitis Bronchitis Otitis …. PERCEPTIONITIS ® MARQUINISTA

12. PERCEPTIONITIS ® 12 WE ALL SUFFER FROM AN INFLAMATION OF OUR PERCEPTION Allergy to different points of view Spreading virus in the communication MARQUINISTA

13. PERCEPTIONITIS ® 13 HOW MUCH? 2 FINGERS NOT MUCH. MARQUINISTA

14. PERCEPTIONITIS ® 14 HOW MUCH? 2 FINGERS NOT MUCH. MARQUINISTA

15. PERCEPTIONITIS ® 15 MARQUINISTA

16. PERCEPTIONITIS ® 16 MARQUINISTA – the locomotive of brands MARQUINISTA

17. PERCEPTIONITIS ® 17 MARQUINISTA – the locomotive of brands MARQUINISTA

18. 18 YOUR BRAND IS NOT WHAT IT SAYS IT IS It’s not what you want it to be It’s what others perceive when you communicate PERCEPTIONITIS ® MARQUINISTA

19. 19 PERCEPTIONITIS ® MARQUINISTA

20. 20 PERCEPTIONITIS ® MARQUINISTA

23. VALUE 23 MARQUINISTA

24. IF YOU HAVE TROUBLE SLEEPING 24 MARQUINISTA

25. THIS IS PRICE 25 MARQUINISTA

26. THIS IS VALUE 26 MARQUINISTA

27. IF YOU DON’T HAVE KIDS 27 MARQUINISTA

28. THIS IS PRICE 28 MARQUINISTA

29. THIS HAS NO VALUE TO YOU 29 MARQUINISTA

30. IS WHAT SOMEONE IS WILLING TO PAY FOR SOMETHING BECAUSE VALUE 30 MARQUINISTA

31. THE PRICE THAT WOULD MOST FREQUENTLY BE PAID AND ACCEPTED (BUT WE ARE HERE TO DISCUSS PERCEPTIONS) VALUE IS ALSO 31 MARQUINISTA

32. DO BRANDS MATTER? 32 MARQUINISTA

33. 33 BRANDS, WELL, BRAND MARQUINISTA

34. 34 BRANDS CONQUER A SPACE, MEANING AND TRUST MARQUINISTA

35. 35 DO BRANDS MATTER? MARQUINISTA

39. DO BRANDS MATTER? 39 MARQUINISTA

40. A BRAND IS A PROMISSE OF AN EXPERIENCE 40 MARQUINISTA

41. 41 MANY THINGS NEED TO COME TOGETHER FOR THAT EXPERIENCE A relevant and simple brand idea (your positioning and main value proposition) Some key stand-out components (yours and proprietary, you own the concept) An amazing brand to life (true and consistent) Lots of things that your competitors also do A BRAND IS A PROMISE OF AN EXPERIENCE MARQUINISTA + + +

42. 42 A BRAND IS A PROMISE OF AN EXPERIENCE Something you can own MARQUINISTA

43. 43 A BRAND IS A PROMISE OF AN EXPERIENCE Something you can own MARQUINISTA

44. A BRAND = A SYSTEM COMPOSED OF MANY INGREDIENTS 44 MARQUINISTA

45. 45 A BRAND = A SYSTEM COMPOSED OF MANY INGREDIENTS MARQUINISTA C O M M U N I C A T I O N S PRODUCTS AND SERVICES ENVIRONM ENTS BEHAVIOUR B R A N D I D E A ( P O S I T I O N I N G ) NAMING IDENTITY BRAND TO LIFE

46. 46 SO A BRAND IS MORE THAN THIS MARQUINISTA

47. 47 A BRAND = A SYSTEM COMPOSED OF MANY INGREDIENTS MARQUINISTA

48. 48 A BRAND = A SYSTEM COMPOSED OF MANY INGREDIENTS MARQUINISTA

49. HOW DO WE MIX THE INGREDIENTS? 49 MARQUINISTA

50. 50 LET’S THINK A BRAND IN REVERSE MARQUINISTA HOTEL

51. 51 LET’S THINK A BRAND IN REVERSE MARQUINISTA

56. WHAT YOU DON’T KNOW THAT YOU KNOW ABOUT BRANDS 56 MARQUINISTA

57. NO LOGO OR REVERSE PSYCHOLOGY? 57 MARQUINISTA

58. CREATED ITS OWN SUBCATEGORY The no-brand brand. Simplicity, moderation, humility, and self-restraint. To deliver functional products that strive not to be the best but enough. 58 MUJI MARQUINISTA

59. MUJI IS A CALL TO RETURN TO THE SIMPLICITY Limited color range, minimal packaging Emphasis on recycling, avoiding waste in production Products are simple and affordable 59 MUJI MARQUINISTA

60. 60 MARQUINISTA

61. 61 MARQUINISTA

62. MUJI 62 MARQUINISTA

79. HOW CAN YOU PLAY WITH PERCEPTION AND CREATE IMPACT? 79 MARQUINISTA

80. 80 MARQUINISTA PERCEPTIONITIS ® #FalconHeavy - Launch of the most powerful rocket, by Elon Musk's SpaceX

81. 81 MARQUINISTA PERCEPTIONITIS ®

82. 82 MARQUINISTA PERCEPTIONITIS ®

83. 83 MARQUINISTA PERCEPTIONITIS ® Play with perception. And chicken nuggets

84. PERCEPTIONITIS ® Ask why? 11 following? 84 MARQUINISTA

85. PERCEPTIONITIS ® KFC secret recipe (and selling line) is “11 herbs & spices” 85 MARQUINISTA

86. PERCEPTIONITIS ® A product nobody needs is a best seller 86 MARQUINISTA

87. 87 MARQUINISTA PERCEPTIONITIS ® Play with perception #FLAMEGRILLED

88. 88 MARQUINISTA PERCEPTIONITIS ® Play with perception and competition

89. 89 MARQUINISTA PERCEPTIONITIS ® Roll with the punches! #FLAMEGRILLED

90. 90 MARQUINISTA PERCEPTIONITIS ® Roll with the punches! #FLAMEGRILLED

91. YOUR BRAND IS ALSO MADE OF DUMB IDEAS 91 MARQUINISTA

92. DUMB IDEAS 92 MARQUINISTA

93. 93 WELL, NOT IF IT WORKS As dumb as selling shoes, an item that comes in 100s of sizes, over the internet. As dumb as expecting people to find a date or a spouse online. As dumb as building an encyclopedia that anyone can edit. DUMB IDEAS MARQUINISTA

94. 94 DUMB IDEA? MARQUINISTA

96. 96 NOT IF IT WORKS DUMB IDEA? MARQUINISTA

105. 105 NOT IF IT WORKS MARQUINISTA

106. PUSH THE BORDERS 106 MARQUINISTA

107. THINKING IS LIKE WALKING 107 MARQUINISTA

110. 110 MARQUINISTA

111. REALLY REALLY PUSH THE BORDERS 111 MARQUINISTA

112. PUSH THE BORDERS 112 MARQUINISTA STAY TRUE TO YOUR BRAND AND YOUR CORE VALUES Mean something Be relevant Put your audience first Play with perception and spark curiosity And...

113. 113 MANY THINGS NEED TO COME TOGETHER FOR THAT EXPERIENCE A relevant and simple brand idea (your positioning and main value proposition) Some key stand-out components (yours and proprietary, you own the concept) An amazing brand to life (true and consistent) Lots of things that your competitors also do REMEMBER A BRAND IS A PROMISE OF AN EXPERIENCE MARQUINISTA + + +

114. PUSH THE BORDERS 114 MARQUINISTA – the locomotive of brands BANISH THE IDEA OF LIMITS!

115. FROM BRANDING NO LOGO 115 MARQUINISTA

116. TO BRANDING WITH A LOOOOOT OF LOGO 116 MARQUINISTA

117. PUSH THE BORDERS! patricia@marquinista.pt @marquinista MARQUINISTA

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