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Rosebud Agency Credentials
	WARNING:                        this presentation IS NOT designed just for see it, but to share with you thoughts and comments (TO STABLISH A DIALOGUE) about your business and your brand and, meanwhile, you could know us a little better…,[object Object],© Rosebud 2008,[object Object]
Rosebud borns with a CLEAR AND UNIQUE CONVICTION: the current context where your products / services are moving  HAS RADICALLY CHANGED  and YOUR BRAND must be considered as the CENTER of the communication strategy with your consumers. ,[object Object],© Rosebud 2008,[object Object]
That’swhywechosenA CLEAR WAY: the center of ourbusiness. ,[object Object],wouldbetheATTENTION OF OUR CLIENT’S BRANDS.,[object Object],© Rosebud 2008,[object Object]
Rosebud Agency Credentials
BUT,[object Object],?,[object Object],WHAT IS,[object Object],BRAND CARE agency,[object Object],© Rosebud 2008,[object Object]
We must start from the beginning. We were saying before that…,[object Object],HAS CHANGED,[object Object],the context,[object Object]
thecontext,[object Object],has changed,[object Object],audience disintegration, media atomizationOVER-communication… HYPER-confusion,[object Object]
thecontext,[object Object],has changed,[object Object],our old method to judge the products (comparing features and benefits),[object Object],DOESN’T WORK ANY MORE due to the LOW FUNCTIONAL DIFFERENTIATION that exists in YOUR MARKET,[object Object],© Rosebud 2008,[object Object]
thecontext,[object Object],has changed,[object Object],from the mass- production economy to the  PERSONALIZATIONeconomy.,[object Object]
thecontext,[object Object],INCREASE OF NEW COMMUNICATION DISCIPLINES:,[object Object],has changed,[object Object],184 millions of bloggers,[object Object],73% online active users have read a blog,[object Object],45% have started their own blog,[object Object],57% have participated with a online network,[object Object],55% have uploaded pictures to Internet,[object Object],83% have seen video clips,[object Object],39% subscribed to a RSS source ,[object Object],© Rosebud 2008,[object Object],Font: Universal McCann Comparative Study on Social Media Trends April 2008,[object Object]
thecontext,[object Object],has changed,[object Object],+,[object Object],all of this mixed with a experimented consumer, CURIOUS, SKEPTICAL AND PLAINTIFF.,[object Object],© Rosebud 2008,[object Object]
don’t forget: “your brand IS NOT what you say it is, ,[object Object],it’s what THEYsay it is.”,[object Object],* MartyNeumeier,[object Object]
this new context favours the disintegration of the brands, ERASING their ESSENCE,[object Object],© Rosebud 2008,[object Object]
in view of this situation, emerges the brand as the main allied of the companies contributing with DIFFERENCE, VALUE and CONFIDENCE to their products.,[object Object],© Rosebud 2008,[object Object]
brand care agency: the brand in the middle of the rosebud philosophy,[object Object],Traditional agencies,[object Object],Brand care agency,[object Object],* OwnelaborationfromMartyNeumeier,[object Object]
Ourpositioning,[object Object],+,[object Object],“Ad focused” (focused to the  tactics, to the advertising),[object Object],-,[object Object],+,[object Object],“Brand Care” (strategy and creativity to build brands),[object Object]
the art of marketing is the art of BUILDING brands,[object Object],If your company doesn’t create a brand, won’t offer much more than generic products in its catalog. In that case, the price is the most important thing and the companies that produce with the best price, will win.,[object Object],With this approach, you don’t need advertising*. ,[object Object],            If you still believe in advertising for advertising, we can finish this presentation right now. ,[object Object],            As opposed, if you have begun to believe in brands, keep reading.,[object Object],* Philip Kotler,[object Object],© Rosebud 2008,[object Object]
we have reached a deal,[object Object],Now, we are agree about the prominence of the brand in the communication.,[object Object],But managing brands needs a specialized team who share ideas and coordinated efforts with a teamwork.,[object Object],To achieve this TEAM, we have designed our own agency proposal.,[object Object]
A structure for brands: collaboration between experts,[object Object],BTL,[object Object],Rosebud,[object Object],Avertising,[object Object],Graphicdesign,[object Object],Printing,[object Object],Communication and P.R.,[object Object],Own Services,[object Object],Services through partners,[object Object],Consumerresearch: insights,[object Object],Media planning,[object Object],Promotions,[object Object],Planning and positioning,[object Object],Marketresearch,[object Object],Web pages and online communication,[object Object],Direct and promotional marketing,[object Object],Packaging, displays,  PLV,[object Object],Events,[object Object],Naming,[object Object],BrandStrategy,[object Object],Specialevents,[object Object],Brandidentity,[object Object],Rosebud,[object Object],* OwnelaborationfromMartyNeumeier,[object Object]
A structureforthe agencies: “collecting” services,[object Object],BTL,[object Object],Advertising,[object Object],GraphicDesign,[object Object],Printing,[object Object],Communication and P.R.,[object Object],Consumerresearch: insights,[object Object],Media Planning,[object Object],CLIENT,[object Object], “alltogether” agencies,[object Object],Planning and positioning,[object Object],Marketresearch,[object Object],Direct and promotional marketing,[object Object],- The “all together” agencies, try to accumulate all the services. The brand lose the freedom of work with the best in each discipline.-,[object Object],Events,[object Object],Naming,[object Object],Brandstrategy,[object Object],SpecialEvents,[object Object],* OwnelaborationfromMartyNeumeier,[object Object]
The,[object Object],AREAS,[object Object],of our structure,[object Object],© Rosebud 2008,[object Object]
This area contributes with a lot of benefits to the brand building process: THE CONSUMER VOICE is translated to insights and later in a ELABORATED THINKING PLATFORM that allow us to achieve a efficient development of the brand and its creativity.,[object Object],The consumer involvement  in the brand creation process is the real ADDED VALUE of the process.,[object Object],The account planning is the axis where we transform the service of a traditional agency that only manages advertising, towards AN AGENCY THAT FOCUS ITS ACTIVITY TOWARDS THE TOTAL BRANDING.,[object Object],Services:,[object Object],[object Object]
 Brand building and development strategies.
 Insights – consumer research.,[object Object]
The creativity and design play a main role in the building and creating brands process because DIFFERENCES and EXPRESS its intangibles: the EMOTION, the CONTEXT and the ESSENCE that the consumers cares.,[object Object],Services:,[object Object],[object Object]
 BTL.
GraphicDesign.

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