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Publication
5 sentidos da marca: branding multissensorial como ferramenta de gestão do design e comunicação: estudo de caso Nivea e Dove
| Name: | Description: | Size: | Format: | |
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| 354.96 KB | Adobe PDF | |||
| 1.21 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A falta de vínculo entre marca e consumidor atesta a irrelevância de demasiadas empresas. Ao não existir um despertar multissensorial em determinada experiência, ela torna-se efêmera. Clientes procuram sentir-se especiais, portanto, a experiência entre eles e a marca deve ir além do ordinário. Quando nossos sentidos são aflorados, o desejo e a vontade de retornar para consumir algum produto ou serviço é novamente despertado. O design pensado e desenvolvido para o branding multissensorial fará com que os indivíduos desfrutem profundamente daquele momento e se emocionem. Isto provocará uma memorização consciente e inconsciente no consumidor, podendo resultar em uma identificação da marca junto ao seu público, agregando valor a mesma. Esta dissertação tem por finalidade instigar a criatividade e inspirar leitores a valorizar o design dos sentidos em suas criações. Serão investigados métodos que buscam ativar mais sentidos ao mesmo tempo, a fim de maximizar as experiências. O projeto é relevante para empresas que buscam por uma sintonia maior com seu público-alvo. Além disso, é útil para profissionais, estudantes e curiosos sobre o tema, especialmente para aqueles que atuam nas áreas do Design, Marketing, Publicidade e Comunicação Multimídia.
The lack of a link between brand and consumer attests to the irrelevance of too many companies. The absence of a multisensory awakening in an experience makes it ephemeral. Customers enjoy to feel special, so the experience between them and the brand must go beyond the ordinary. When our senses are elevated, the desire and willingness to re-consume some product or service are awakened again. The design developed for multisensory branding will make individuals deeply enjoy that moment and get excited. This will cause a conscious and unconscious memory in the consumer, which can result in a brand identification with your audience, adding value to it. This article aims to instigate creativity and inspire readers to value the design for the 5 senses in their creations. Methods that seek to activate more senses at the same time will be investigated in order to maximize the experiences. The project is relevant to companies that seek to achieve greater alignment with their target audience. In addition, it is useful for professionals, students and onlookers on the subject, especially for those who work in the areas of Design, Marketing, Advertising, and Multimedia Communication.
The lack of a link between brand and consumer attests to the irrelevance of too many companies. The absence of a multisensory awakening in an experience makes it ephemeral. Customers enjoy to feel special, so the experience between them and the brand must go beyond the ordinary. When our senses are elevated, the desire and willingness to re-consume some product or service are awakened again. The design developed for multisensory branding will make individuals deeply enjoy that moment and get excited. This will cause a conscious and unconscious memory in the consumer, which can result in a brand identification with your audience, adding value to it. This article aims to instigate creativity and inspire readers to value the design for the 5 senses in their creations. Methods that seek to activate more senses at the same time will be investigated in order to maximize the experiences. The project is relevant to companies that seek to achieve greater alignment with their target audience. In addition, it is useful for professionals, students and onlookers on the subject, especially for those who work in the areas of Design, Marketing, Advertising, and Multimedia Communication.
Description
Keywords
Gestão do design Branding Sentidos Experiência Marca