Branding Building A Unique Emotion

G
IN
D
N
A
R
B
BUILDING A UNIQUE EMOTION
Bryan Troche
La siguiente presentacin surge desde la perspectiva

de un brand architect designer, puede ser bien
distinta al punto de vista de un brand manager corporate.
Mi enfoque es diseo y provocar el storytelling y que se
queden con las ganas de conocer ms, brindndoles las herramientas
necesarias para construir un gran branding.
BRANDING building a unique emotion / Bryan Troche
ADVERTENCIA
bachelors in ADVERTISING
masters in COMMUNICATION
today a BRAND ARCHITECT
a constant ENTREPRENUER
university PROFESSOR
university MENTOR
future KEYNOTE SPEAKER
who is BRYAN TROCHE?
Your brand is what

people say about you
when youre not in
the room.
JEFF BEZOS,
FOUNDER OF AMAZON
Design is
the silent
ambassador
of your
brand.
Leonado Da Vinci
Simplicity
is the ultimate
sophistication.
DON DRAPER
MAKE IT
SIMPLE,
BUT SIGNIFICANT.
STEVE JOBS
Design is not just

what it looks like
& feels like.
Design is how it
works.

*AIGA - THE DICTIONARY OF BRAND - AIGA CENTER FOR BRAND EXPERIENCE
* a persons perception of a
product, service, experience
or organization; the art and
science of brand building.
LOGO = identifies a business in its

simplest form via the use of a symbol or
mark.
BRAND = the perceived emotional

image of a company as a whole.
LOGO VS BRAND
Do you know it?

Do you think its cool?
Do you like it?
Do you think its better?
Do you buy it?
Do you recommend it?
Do you recognize it?
2. Do you know it?: Brand knowledge

3. Do you think its cool?: Brand image
4. Do you like it?: Brand attitude / brand value
5. Do you think its better?: Brand preference
6. Do you buy it?: Brand loyalty
7. Do you recommend it?: Brand fan
1. Do you recognize it?: Brand awareness
BRANDING
HISTORY
Este se refiere a la prctica de ciertas familias de fabricantescomerciantes que quemaban su marca en los productos para que
fuera ms fcil escoger, pues todos estos eran prcticamente
iguales.
La palabra marca (BRAND) se deriva del nrdico antiguo cuyo

significado es quemar .
las empresas fabrican productos, pero

los consumidores compran marcas
MARCA = CONCEPTO
El nombre soap opera (opera del jabn luego denominada

novela) se origina de las series ficticias dramtico romnticas
trasmitidas en radio que eran patrocinadas y producidas por
fabricantes de jabn como Procter & Gamble, Colgate-Palmolive y
Lever Brothers -hoy Unilever-.
FUN
T
C
A
F
si una marca emociona

entonces funciona
EMOTIONAL
BRANDS
GOING
Branding is the emotional

response a business evokes
in a customer.
BRAND FAN
BRAND PREFERENCE
is when you choose a specific company's product

or service when you have other, equally-priced
and available options. Brand preference is a
reflection of customer loyalty, successful
marketing tactics, and brand strengths.
BRAND KNOWLEDGE
Brand knowledge isnt a stand-alone

idea. Instead, its a combination of two
things: brand awareness and brand
image
BRAND ATTITUDE / VALUE

Will tell what people think

about a product or service,
whether the product answers
a consumer need, and just how
much is the product wanted by
the consumer.
BRAND LOYALTY
the tendency of some

consumers to continue buying
the same brand goods rather
than competing brands.
BRAND IMAGE
Brand image is the set of

mental associations with a
brand that influence the buyer.
BRAND AWARENESS
the extent to which consumers

are familiar with the distinctive
qualities or image of a particular
brand of goods or services.
RIGHT
DOING
IT
1.Establishes awareness.
2.Improves image and perception of value.
3.Creates preference for your product/service.
4.Increases participation and market share.
5.Builds public perception & customer loyalty.
6.Leads to increased revenue.
Benefits of brand development.
PERSONAL
BRANDING
GOING
BUILDING EXPERIENCES
We are passionate shopaholics who love sophisticated retail

experiences as well as in depth design understanding. The
Retail Engine is enthusiastic about providing emerging
markets new creative twists and competitive solutions.
pimienta
Una de las tradiciones culinarias e histricas que

constituyen la caracterstica principal del alma de la
cocina italiana.
Spaghetti
LOGO DESIGN ORIGIN
BEFORE
AFTER
Ingrediente distintivo e indispensable en el sazn de

la comida caribea. Cuya cualidad de impregnarse
en el paladar y vigorizar el corazn lo hacen nico
e irremplazable en su especie.
AJO
CArtograPHY
COMPASS
SCALE
BASCULA
LOCALIZATION
LOCATION - PUERTO RICO
18 15' N and 66 30' W
Par
la
Inspirare
re
O
R
L
E
P
R
T
S
AE
Cua
Comer fresco es
comer bueno
ida s
abe
or
an bueno, que n o
ero que se a c a b e
qui
Sab o r e o cada in
Per
de
o
n
le lores
l
o
o
l
c
l
i
t
y
a
Pl
ra
u
t
tex
mej
la com
n
ae
li n
so n
Cada bocado me
transporta a
un lugar
diferente
de la comid
e
t
n
e
i
a
gred
as
arto,
ar i
comp
b
s
cu
ndo
jar
a
i
v
a nta vos
c
n
e
Me
nue
r
a
b
y pr o ti llos
pla
qu
e da
so
de ex
s
a
c
p e r i ecn i as n i
cia
y
s
le
El olo
comida r de la
me
a expl inspira
orar
e
El art er
de como
buen
Happy Products Inc.
FIRST
THEN
FIRST
THEN
BEFORE
AFTER
PROCESO
RECICLAJE
BIODEGRADABLE
CICLO
SOLUCIONES
MEDIO AMBIENTE
TIPS
BRAND
FOR YOUR
VALUE TO
BRAND
ADD
http://branding.sva.edu/what-is-branding
Our engine is always ON!

Thank you for talking the time reading through this work sampler.
If youd like to nd out more about The Retail Engine or want to
discuss new projects please get in touch.
All the best,
Bryan Troche
Retail Experience Designer
bryan@theretailengine.com
1-787-993-5863
www.theretailengine.com
@retailengine
Creative Marketplace, LLC
All work shown is
2015 Creative
Marketplace, LLC.
and their respective
owners. All rights
reserved.
The Retail Engine is a trademark of Creative Marketplace, LLC a registered company in San Juan, Puerto Rico. Company Registration Number: 66-0750619

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G

La siguiente presentacin surge desde la perspectiva

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

who is BRYAN TROCHE?

BRANDING building a unique emotion / Bryan Troche

Your brand is what

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

Design is not just

*AIGA - THE DICTIONARY OF BRAND - AIGA CENTER FOR BRAND EXPERIENCE

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

LOGO = identifies a business in its

BRAND = the perceived emotional

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

Do you know it?

BRANDING building a unique emotion / Bryan Troche

Do you recognize it?

BRANDING building a unique emotion / Bryan Troche

2. Do you know it?: Brand knowledge

BRANDING building a unique emotion / Bryan Troche

1. Do you recognize it?: Brand awareness

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

La palabra marca (BRAND) se deriva del nrdico antiguo cuyo

BRANDING building a unique emotion / Bryan Troche

las empresas fabrican productos, pero

BRANDING building a unique emotion / Bryan Troche

El nombre soap opera (opera del jabn luego denominada

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

si una marca emociona

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

Branding is the emotional

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

is when you choose a specific company's product

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

Brand knowledge isnt a stand-alone

BRAND ATTITUDE / VALUE

BRANDING building a unique emotion / Bryan Troche

Will tell what people think

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

the tendency of some

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

Brand image is the set of

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche

BRANDING building a unique emotion / Bryan Troche