El estudiante deberá identificar un problema complejo, analizar las oportunidades disponibles y utilizar las herramientas de design thinking, elaboración experiencial de prototipos y una estrategia de innovación para desarrollar soluciones creativas. Dichas soluciones se evaluarán a partir de métricas establecidas para juzgar su idoneidad. El proceso a seguir para ir del problema a la solución es el siguiente: a. Encontrar una situación que se beneficiaría con soluciones innovadoras. b. A partir de lo aprendido en los cursos previos, desarrollar un proceso para ir de la búsqueda de problemas dentro del contexto estudiado a la implementación de la solución final. c. Evaluar las ideas generadas a partir de herramientas y procedimientos específicos. d. Reflexionar críticamente sobre el proceso. El proyecto terminal constituye un ejemplo de aprendizaje basado en proyectos en el que el estudiante debe integrar la base de conocimiento y habilidades desarrolladas en los cursos previos de la especialización para resolver un problema específico. Así, pondrá en juego el manejo de diversas herramientas y técnicas que aprendió a lo largo del programa.
Desarrollando la Innovación de le Experiencia de Marcas (Parte 1)
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來自 Arizona State University 的課程
Creatividad, diseño e innovación: Técnicas y herramientas - Proyecto Final
18 個評分
從本節課中
Módulo: Experiencia de Marcas & Estrategia Sostenible
En este módulo pensaras acerca de los diversos aspectos de tu Experiencia de Marcas. Además, debes de considerar el impacto social y ambiental de tu innovación para propósitos de la sostenibilidad - uno de los tres aspectos valiosos en el diseño. Tu producto para este modulo incluye dos secciones de la Propuesta de Innovación. Favor de repasar los detalles en la plantilla.
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Prasad BoradkarProfessor
The Design School, Arizona State University
Guadalupe VadilloAcadémica
Universidad Abierta y Educación a Distancia
Hello everyone.
In today's presentation we will talk about Brand Experience Innovations.
As you know, this is a part of our larger conversation about a comprehensive
innovation framework.
Which includes, as you know, Product Innovation, Service Innovation,
Innovation around Business Models.
The Brand Experience Innovation, that's today's topic.
But also tied to sustainability and Internal Process Innovation.
So, within this larger framework,
we will focus today on Brand Experience Innovation.
So let's start with a very simple question.
What exactly is Branding?
And what does a brand mean?
So, the Branding is a process of creating new brands.
And a Brand has several definitions, but one of the definitions for brand is that
it refers to some of the defining features that can distinguish one product or
service of a specific manufacturer, or a retailer, or
a seller from it's competitor.
So, if I have a name for my company, a certain logo for a company, I create
a brand around those assets and that gives me a unique position in the market.
This term brand and branding comes actually from an old practice
where they used to brand names of ranches on cattle.
And that's where this name, branding, comes from.
It's a unique way of defining and
marking something that belongs to the ranch, it belongs to the company.
So let's now talk about some of the components of branding and
of what brand means.
Here's a long list of the kinds of things that designers think about when they're
coming up with a new brand, or whether they want to refresh a new brand.
Or if you want to analyze a brand,
this includes thing like the name of the product or the company.
A logo, tagline or catchphrase.
The overall form and shape.
Some of the graphics on the product, colors, even sounds, smells, and tastes.
And finally movements as well.
So what we'll do in today's presentation, is we'll take a look at all of
these components of branding, and we'll look at some examples as well.
Now, branding is a lot broader than what's listed here.
It's the overall sensibility of what a product or a company means to people.
Very often, people who do branding mentioned that a brand is not what
you think, as a owner or manufacture your brand means.
But what they think and by they, they are referring to the consumers.
So, what the consumers think about as a specific brand
might be different from what companies internally think of their own brand.
It's something really important to keep in mind is the perception that
people have about a specific product, or a service, or a company.
Let's look at, this is the first part of the presentation in which
we'll talk about the specific aspects of a brand.
And part two of this presentation,
we'll talk more about the notion of an experience.
How do you build the brand around all the touch point of the experiences.
So, let's jump into this one and talk about the specifics of branding.
The first thing is the name, of course, it centralizes to the set of words or
a word that defines the product or a company, such as this case,
Lamborghini is a well known Italian car manufacturer.
And that specific name is what defines that company.
Of course, there's other assets that you can see in this image as well.
But, the key thing is that the name is one of the first things that people
respond to and remember.
And you want people to remember the name of the brand.
So, unique names are really, really critical, and from spend quite a bit of
time when they're coming up with a new name for a product or a service.
The name has to be something that can be remembered,
it has to be something that is easy to recall, not too long, not too complicated.
Something that cannot be mispronounced, there's several factors that go into
deciding what should be the name of a product or a service.
So, here in this case is the Lamborghini brand,
which is a very well known brand in Italian cars.
The names such as Fanta, Sprite and Coca Cola are also well known brands.
These are global brands and the minute you hear the word,
you know exactly what the product is.
So this is some more examples of naming.
The second thing to think about, and
this goes very close hand in hand with the name, is the logo.
And a logo is the visual trademark that's unique to the product, company or service.
In this case, designers come up with a specific way of writing that name,
or combining that name with some server symbol, or a mark.
So there's two terms logo and logo mark.
In case of a logo, it might just be the name written in a way unique way.
A logo mark might include a name and a symbol, and
sometimes it might just be a symbol.
That's sort of a slight difference between logo and logomark.
But it's a trademarked name, in this case you can actually if you have a name and
a logo for your company, you can actually trademark it and get protection.
So, if anyone else tries to use a similar logo or
tries to use that name, you have legal rights to sue them and
the right to stand up for the fact that it's you who came up with this first.
Quick example is the logo for Facebook, and you can that the term Facebook,
the name Facebook is written in a very specific font and
that is what make it a unique logo.
So, if someone else tries to come up with something similar, tries to use a similar
font, tries to use similar colors, they could get into some legal problems.
For violating the rights that this company has, that Facebook has.
Like I mentioned earlier, a logomark, which is slightly different from a logo,
has a unique shape associated with it.
As you can see in this case, another very famous car manufacturer, Mercedes-Benz.
And you can see that that circle with the three lines in between is a very unique
recognizable symbol for the vehicle, for the car manufacturer.
And again, if you came up with something that are similar, you could be sued for
trying to infringe on the rights of Mercedes Benz.
So, this logo mark uniquely is connected as a symbol to the company.
In many cases, as in this case, you don't really need to look at the name of
the vehicle, you don't need to look at the name of the company.
You know by just looking at the logo mark that is Mercedes Benz.
This is another form of branding.
The third thing is tagline or catch phrase, and
in this case, it is some kind of sentence, or a phrase, or
a slogan that is again unique to that company or the product.
And they often companies have specific tag lines or
multiple tag lines for their product.
In this case, love is the way is the tag line.
As you know, Nike has a tag line just do it.
So companies come up with this really quick and catchy phrases.
That in some way define what they do as a brand, what they do as a company.
And what that does is,
if it is a short enough phrase, like McDonald's has one called I'm loving it.
So those are mechanism that which people,
the companies tried to connect with people who are their consumers.
And that tagline can be the member tagline that brings people to their product or
their service.
The next one is graphics.
And in this case, it is a unique shape that is on the product, or
that is connected to the logomark in some way that uniquely defines that product,
service, or the company.
Again, example of Coca-Cola.
That big swipe that you see next to or below the name,
Coca-Cola, that goes around the bottom of the can all the way to the top.
That is a unique graphic treatment,
a unique element, there also is a form of the brand.
And in this case as you can see, the script itself has a similar set of
a free flowing, really organic, sweeping curve,
and that the graphic that's right next to it,
that's below it ,connects with the logo mark.
So in this case,
what they've done is they've created a graphic that gives an overall unity to
the packaging itself and that is something also can be trademark.
It's a unique to that brand to the brand of Coca-Cola.
And once we go from, graphics can be seen as very two dimensional.
And once we go from that flat graphics to something that's three-dimensional,
we go from shape to form.
And a form, essentially, is a three-dimensional form.
It's a distinct form of something like a bottle, or a packaging, or a can.
Something that's different about the specific shape of something.
Like in this case, again, to give the example of Coca-Cola, the bottle.
The glass bottle that you see in this image, has a very distinct shape,
a very unique shape.
And that shape is something that Coca-Cola has trademark.
So, again, if you would come up with a new company, a new drink.
And you wanted to create a bottle that is very similar to Coca-Cola,
that is infringing on the rights of Coca-Cola.
So again this form, this shape is also very unique to the brand.
The next one is colors.
Unique color for a product can also be trademarked, and in this case,
again go back to the bright example of Coca-Cola.
That red, the very specific combination of colors to create that red is unique to
Coca-Cola and is a trademark color, as well.
Sounds can be trademark and can be part of branding as well.
So, a certain song, or a certain tune, or
a set of notes that is unique to a brand can be used as a part of branding as well.
When you turn on your computer, for example, the setting sound that comes on,
if you have a television station, you have a certain jingle that's connected to
the television station when the logo comes upon the screen.
So, all those sets of sounds are unique to those companies as well, and
that's something that's a part of branding as well.
In this case what you see here is Harley Davidson motorcycle,
and Harley Davidson had at one point tried to patent it's sound because
its engines have a very, very unique sound.
What they wanted to do was protect that specific sound of the company,
that is also one way by which an organization, or a company,
or a brand can uniquely distinguish themselves from the competition.
Smells are actually unique, as well.
And we know that smells can give rise to very specific memory triggers.
So, in case of fragrances, in case of colognes, and lotions, and
things like that.
Companies do spend quite a bit of time coming up with the right kind of chemical
composition that gives the unique smell of branding for the products.
In this case, you see a fragrance, CK One's fragrance called electric.
Chanel has lots of fragrances.
So these fragrances often have a very unique
chemical composition that is very closely guarded by the company.
It's often not patented, it's considered the trade secret, and that is
something that's unique to the company, and that is also a part of its brand.
A certain smell that reminds you of that brand.
And then, one last thing which is refered to as movements.
There could be some very specific movements in your product
that could be something that could be unique to your brand as well.
As in this case, this is a Lamborghini's unique way of door opening and
it's going to play a scissor door opening, and that is unique to the company.
It's something that defines them as separate from other cars,
and that is a part of the branding strategy of Lamborghini.
So, just to wrap up, and to Google one more time.
These from name to logo, to logo mark,
tag line which is a verbal description, overall shape, form,
graphics and then the senses, colors, sounds, smells, tastes, etc.
A part of what can be refer to as, as the branding.
And this is what uniquely defines specific companies form their competitors.
Thank you.
