Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    Oxytobrands: Human Brands for an Emotional Market
    Oxytobrands: Human Brands for an Emotional Market
    Oxytobrands: Human Brands for an Emotional Market
    Ebook119 pages1 hour

    Oxytobrands: Human Brands for an Emotional Market

    By Marcelo Ghio, Ronald Shakespear and Leandro Africano

    5/5

    ()

    Read preview

    About this ebook

    Inspiration. Respect. Trust. Love.

    Human values projected through an intangible (the brand as a symbolic entity) capable of providing a unique lived experience to each individual, thus, attaining a quality that transcends the primary function.

    Oxytobrands presents a new vision of, emotional branding, the marketing of experiences, and the construction of brands. A vision that contemplates the totality of the factors involved in the creation of a solid brand platform. At the same time, it redefines the scope of the inspiring vision and the causes for the empathy that it reaches with each individual, guaranteeing permanence and future growth. In other words, solidifying a brand as a source of value. Oxytobrands proposes a way to create human brands for an emotional market.
    LanguageEnglish
    PublisherBookBaby
    Release dateDec 1, 2013
    ISBN9788493970116
    Oxytobrands: Human Brands for an Emotional Market

    Related to Oxytobrands

    Related ebooks

    Marketing For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      Sell Your Services, Not Your Soul

      Jul 11, 2019

      As Shakespearean scholar Harold Bloom argued, “Before Shakespeare there was characterisation; after Shakespeare, there were characters, men and women capable of change, with highly individual personalities.” Centuries later, characterisation – men an

      4 min read

    • Article

      How Luxury Brands Can Benefit From Personality-based Branding

      Feb 4, 2019

      Luxury brand management is identity–driven. Drawing on the concept of anthropomorphisation, Klaus Heine and Haibo Xue outline how to complement identity-driven with personality-driven branding; to create brand meaning in times of symbolic consumption

      7 min read

    • Article

      Branding Is All About Influencing Perceptions

      Aug 28, 2019

      LET’S START by establishing what a brand is. It is a customer’s (or potential customer’s) perception of your business or product or service. So, when we talk about branding, we are trying to influence a customer’s perception. Branding is the act of i

      2 min read

    • Article

      THE BRAND-BUILDING CANVAS: How To Build A Business And A Brand In One Go

      Apr 3, 2019

      Most entrepreneurs today do not just wish to make money, but also aim to serve a good purpose. They combine self-discovery with business-modelling and brand-building, but struggle to exploit the full spectrum and true potential of symbolic brand bene

      8 min read

    • Article

      On Brand

      Mar 20, 2018

      As advertising philosopher Jeremy Bullmore once observed: “Products are made and owned by companies. Brands, on the other hand, are made and owned by people… by the public… by consumers. A brand image belongs not to a brand – but to those who have kn

      3 min read

    • Article

      Say My Name

      May 16, 2019

      Say My Name
      3 min read

    • Article

      About Branding

      Mar 23, 2020

      Branding is both a complex and exciting subject. Regardless of a farmer’s size or status, decisions about branding should be taken with great care. Branding plays a major role in making a product easily recognisable. When scores of farmers are all se

      1 min read

    • Article

      The Celebrity Effect

      Jun 24, 2020

      Celebrities and influencers have completely transformed the marketing game for luxury brands. Supermodels, socialites and KOLs (not to mention their children) have the ability to shape consumer trends with every snapshot they upload onto the digital

      2 min read

    • Article

      9 Complete Guide: 8 Mistakes You Must Avoid In Your Content Marketing Campaign In 2020

      Nov 30, 2020

      Complete Guide: 8 mistakes you must avoid in your content marketing campaign in 2020 Content being the king of all marketing activities worldwide, content marketing has gained popularity over time as one of the best investments a brand can make. It’s

      14 min read

    • Article

      10 Marketing Masterworks

      Feb 1, 2013

      10 Marketing Masterworks
      7 min read

    • Article

      Flipping the Value Creation Model

      May 1, 2018

      HISTORICALLY, MARKETING has been based on an ‘Industrial Age’ approach. Marketers saw what they believed to be a customer need, developed a product bearing what they considered to be ‘value’, and then tried to find buyers seeking that value. This ‘su

      5 min read

    • Article

      Your Structured Approach To Brand Management Is Killing You

      Feb 11, 2018

      For many years now, academics and agencies have been developing scientific models to measure the strength of the brands we build. This is based on the prevailing wisdom that a good brand is one that grows in equity over time. The result is a (very re

      4 min read

    • Article

      Becoming an Authentic Brand

      Sep 11, 2020

      Becoming an Authentic Brand
      4 min read

    Related categories

    Reviews for Oxytobrands

    5/5

    1 rating0 reviews

    What did you think?

    Tap to rate

    Review must be at least 10 words

      Book preview

      Oxytobrands - Marcelo Ghio

      This book cannot be reproduced wholly or in part without prior written permission of the editor. All rights reserved.

      Oxytobrands. Human brands for an emotional market

      © Marcelo Ghio

      www.oxytobrands.com

      Contact: info@oxitobrands.com

      © 2009, Graäl

      Buenos Aires, Argentina

      This edition:

      2013, Marcelo Ghio

      Lima, Perú

      Translation

      Brooke Shanley

      Design & Layout

      Márquez Diseño

      Claudio Márquez

      Diego Sanguinetti

      Mateo Flandoli

      Love design

      Agustín Ghio Kissoyan

      Lautaro Ghio Kissoyan

      Editing

      María Elsa Bettendorff

      First edition: 2013

      ISBN: 978-612-4070-56-3

      Editorial Project Registration: 31401311101630

      Clarification of brands and citations: All of the terminology and images in this book, identified as commercial brands, persons or dates, have been duly represented. To clarify, the reference to and use of these serves only to better illustrate the thoughts of the author, who does not express ownership of these nor pretends the commercial exploitation of them. Said terms and images have been utilized by the author as positive examples to illustrate his thoughts and in no way intend to affect the validity of any commercial brand or referenced bibliographic citation. The author along with the editors are not responsible for errors or omissions or for damages resulting from the use of the information contained within this book.

      For those who revealed the universe to me, for those whose essence is the storm,

      and for those who always try to awaken me with the promise of stars.

      Agustín, Lautaro, y Arda. My Oxytobrands.

      TABLE OF CONTENTS

      FOREWORD

      PROLOGUE

      INTRODUCTION. OXYTO WHAT?

      CHAPTER 1. IN SEARCH OF THE EXPERIENCE

      CHAPTER 2. THE CHEMISTRY OF RELATIONSHIPS

      CHAPTER 3. IN THE BEGINNING, THE BRAND

      CHAPTER 4. ADDING THE PARTS

      CHAPTER 5. COMMUNICATING AND LIVING THE BRAND

      CHAPTER 6. WHAT IT IS NOT, TO DETERMINE WHAT IT IS

      CHAPTER 7. EMOTIONAL BRANDING FOR HUMAN BRANDS

      CHAPTER 8. MANAGING INTANGIBLES AND BRANDING

      CHAPTER 9. ITS OWN NAME

      CHAPTER 10. HUMAN BRANDS FOR AN EMOTIONAL MARKET? OXYTOBRANDS!

      CHAPTER 11. OXYTOBRANDS TERRITORY AND PLATFORM

      CHAPTER 12. TOWARDS A HEALTHY ECOSYSTEM

      CHAPTER 13. ALL WE NEED IS LOVE (AND ABOVE ALL, TRUST)

      BIBLIOGRAPHY

      FOREWORD

      "When I use a word,’ Humpty Dumpty said in rather a scornful tone, ‘it means just what I choose it to mean — neither more nor less.’

      ‘The question is,’ said Alice, ‘whether you can make words mean so many different things.’

      ‘The question is,’ said Humpty Dumpty, ‘which is to be master — that’s all."

      Lewis Carrol

      In his lucid essay about the battle of Marathon, where General Miltiades, in command of the Greeks, in small numbers and without cavalry, defeated the Persian troops, Yves Zimmerman writes:

      Intention-Design-Strategy. The data provided up to this point on the different aspects of the battle present a picture that reveals, essentially, what Miltiades’ considerations were before the situation he was faced with at Marathon, considerations that make it possible to understand the intrinsic nature of strategic thought, in other words, the process that goes from the formulation of a problem to the conception of its solution.

      Think different, Apple has said. Marcelo Ghio, also, thinks differently.

      Marcelo was born with a pencil in one hand and a pen in the other. Later he went to the UBA and was received with stubbornness and a lukewarm smile by his teachers. One day, he invented the Encuentro Latinoamericano in the UP and did away with an old myth. He cites Alan Fletcher, If you can’t ride two horses at the same time, you can’t be in the circus.

      He is an innovator with a theory put to page in this Oxytobrands that presents its second edition, now in Lima from his actual home. Deacon at ISIL, he has the knack, as always, to administer, write, teach, and draw.

      Accompanied by Arda, he arrived in Peru as an ambassador of Argentine design.

      Point of view changes the perspective.

      Leonardo Da Vinci

      Galvanizing innovation, particularly in Latin America, has not been easy in the last fifty years. The relation between design and the peripheral reality has found itself facing military coups, revolutions, social crises, and economics that have relativized professional practices.

      I met Max Bruinsma in the Congreso de Icograda Sao Paulo, Fronteiras 2004. Max lives and works in Amsterdam and has been, among other things, the editor of Eye magazine, surely, one of the most important design publications worldwide. There I heard him say that design acts, like in chemistry, as a catalyst.

      A catalyst is a chemical substance, simple or compound, that drastically modifies the speed of a reaction, intervening in it, but without necessarily forming a part of the results of the reaction. Catalysts are characterized by the arrangement of the two variable principles that define them: the active phase and selectivity. The activity and the selectivity, including the life of the catalyst, directly depend on the active phase utilized. Webster’s dictionary states: A substance that initiates or accelerates a chemical reaction. Something that causes an important event to occur.

      Finally, what is this about branding? Hasn’t everything already been said? What else is there? Marc Gobé says that without the brand, Apple would be dead. Absolutely dead. The brand is its most valuable possession. Its brand helps to maintain its life, while the products are less important.

      If we ask the designers and marketers what makes Mac users so loyal, all of them will have the same response: The Apple Brand.

      Naomi Klein is an iconoclast. She says that Apple and Benetton only sell brands that fascinate the multitudes with desires, dreams, and longings of success and prosperity.

      Clients do not buy cheap semiotics. They only buy solutions with their purchases.

      "If your house was burning, what would you save?

      The fire."

      Jean Cocteau

      Bernard Shaw says that "the greatest problem of communication is the

      Enjoying the preview?
      Page 1 of 1