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Abstract(s)
A presente proposta de tese projeto, destina-se a demonstrar a relação direta entre a impermanência das coisas, a sua constante mudança e o processo de design como ponto central de desenvolvimento para a evolução de uma marca na era digital. A paisagem do mundo marcas e do negócio sofreu grandes alterações nos últimos anos com o acesso facilitado à internet e a quantidade de ferramentas disponíveis para promoção e publicidade. Atualmente é simples criar uma marca e expô-la a um mundo inteiro de utilizadores online. A internet hoje, conta com mais de 3 biliões de utilizadores. Um vasto universo alimentado por diversas plataformas colaborativas, de partilha e de oportunidades. Cada utilizador é um potencial cliente ou “amigo” de uma marca, e é também uma oportunidade multiplicada pelo número de conhecimentos e amigos que este pode ter. No entanto e apesar de todas as oportunidades que esperam as futuras marcas, nem todos são diretamente convertidos, e são necessários estímulos para atrair o utilizador e mais importante fidelizá-lo. No desenvolver deste relatório serão abordados temas relacionados como a compreensão do comportamento do consumidor e a história das redes contínuas de informação, ou fluxo de informação. Como a impermanência e os processos de design se juntam para a criação de planos estratégicos de difusão rápida de conteúdos na rede virtual. A necessidade de criar mecanismos de anti fragilidade no planeamento e gestão de uma marca online. E finalmente como a barreira da rede se dilui entre digital e o físico, construindo uma experiência 360°.
The present memoire intends to show the direct relation between the impermanence of things and its constant change, and the process of design as the central key in the development of a brand and its evolution in the digital era. The world’s brand landscape and business has soffered dramatic changes in the past few years due to innovation and easier acessibility to advertising and promotional tools. It’s easy to create a brand and expose it to a vast world of online users. An online sea of more than 3 billion users. This vast universe is nurtured by several colaboration platforms, that allow sharing and the creation of news opportunities. For a brand each user is a potencial client or friend of a brand, and the value of this user is mutiplied by the power of its network of friends and how viral the information he spreads can become. In the meanwhile, this doesn’t mean that every online user will become a fan or follower of a brand. The brand must work its skills to grab the user’s attention a make him an ambassador. During this memoire you can read how design needs to be aware of the consumers’ behaviour, of the information flow and how to rely on analytics to create planning and brand management on the digital environment. Finally, how impernance and design become one to create a full 360º management experience.
The present memoire intends to show the direct relation between the impermanence of things and its constant change, and the process of design as the central key in the development of a brand and its evolution in the digital era. The world’s brand landscape and business has soffered dramatic changes in the past few years due to innovation and easier acessibility to advertising and promotional tools. It’s easy to create a brand and expose it to a vast world of online users. An online sea of more than 3 billion users. This vast universe is nurtured by several colaboration platforms, that allow sharing and the creation of news opportunities. For a brand each user is a potencial client or friend of a brand, and the value of this user is mutiplied by the power of its network of friends and how viral the information he spreads can become. In the meanwhile, this doesn’t mean that every online user will become a fan or follower of a brand. The brand must work its skills to grab the user’s attention a make him an ambassador. During this memoire you can read how design needs to be aware of the consumers’ behaviour, of the information flow and how to rely on analytics to create planning and brand management on the digital environment. Finally, how impernance and design become one to create a full 360º management experience.
Description
Keywords
Gestão do design Comportamento do consumidor Processo de design Impermanência Iteração Conexão Marca Digital