Una “cruda” campaña antitabaco habla de la impotencia masculina


El Ministerio de Salud chileno presentó la nueva campaña para desincentivar el consumo de cigarrillos e incluye una “audaz” imagen que muestra a un hombre joven desnudo que sufre impotencia sexual, producto del tabaco…

“El tabaco te deja impotente”, es el nuevo mensaje de advertencia que estará en todas las cajetillas de cigarrillos de Chile, a partir del próximo 12 de noviembre, que pretende concienciar sobre el efecto que su consumo o la exposición al humo provoca en la capacidad sexual.

Conozca detalles de la campaña en la sección Saludable

Fuente: EFE

La nueva gestión de marca

Se podría decir que, de acuerdo al enfoque convencional, la gestión de la marca trabaja fundamentalmente en la fase inicial del proceso de decisión de compra (conocimiento y notoriedad), quedando muchas veces desligada de las acciones implementadas en las fases posteriores, que cuentan con fines comerciales directos (compra). Además, sólo de forma puntual, y sobre todo en determinados sectores, se desarrollaban actuaciones en el resto de las fases intermedias (consideración y preferencia).

Además, la crisis se solapa con la Revolución Digital. Llega un nuevo tipo de consumidor cuyas motivaciones, percepciones y comportamientos (incluso su proceso de decisión de compra) difieren del de siempre, dado que digitalización y la interconexión de los consumidores está cambiándolo todo y a todos los niveles. Todo ello hace que muchos demanden un nuevo modelo de gestión de marcas más acorde con lo que viene que con lo que ya pasó.


por Javier Suso
//yorokobu.es

marcas

A veces me preguntan si hay alguna forma totalmente incuestionable de cuantificar el rendimiento económico de la inversión en construcción de marca. La respuesta siempre es la misma: NO.

Si ya de por sí es complicado estimar en qué medida la inversión en comunicación se desglosa entre objetivos de marca y comerciales, conocer la parte de los ingresos que son consecuencia de tener una marca potente es imposible. Hasta hoy hemos podido vivir con ello, pero ahora más que nunca se nos exige demostrar de forma inapelable la rentabilidad a corto plazo de cada euro invertido, algo que nos pone en un compromiso.

Es posible que el problema tenga su origen en el énfasis por desarrollar vínculos emocionales entre marcas y consumidores. Este enfoque hizo que la construcción de marca se centrara en conseguir el conocimiento, el recuerdo y el posicionamiento de la marca (y, en el mejor de los casos, la generación de predisposición a la compra). Leer más “La nueva gestión de marca”

5 Blogging Mistakes That Make You Look like an Amateur and Cost You Sales

Could it really be possible that your blog is costing you sales?

Well, imagine this: a potential client searches Google for products or services like yours, picks a likely-looking site from the search results, and lands on a site that displays… a bunch of articles.

You can guess what happens next: “What is this? Am I in the right place? I was looking for a store… I must have the wrong site.” And they click away. They go back to Google and click the link to your competitor’s site, where the home page content promises them exactly what they want.

Sadly, it happens all the time. You look bad, and you lose sales to a savvier competitor.

But it doesn’t have to go that way. Here are seven common mistakes businesses make, as well as advice on how to present your business website and blog in a way that helps you get customers and sales:
Mistake #1: Making Your Blog the First Thing People See

Visitors expect to see a home page when visiting a business site, not a blog.

The home page tells them where they are, what the site is about, and what they’ll find if they hang around. In only a few seconds, they can decide if they’re interested, and if they are, the home page tells them exactly what to do next.


hiding mistakes

By James Chartrand

Could it really be possible that your blog is costing you sales?

Well, imagine this: a potential client searches Google for products or services like yours, picks a likely-looking site from the search results, and lands on a site that displays… a bunch of articles.

You can guess what happens next: “What is this? Am I in the right place? I was looking for a store… I must have the wrong site.” And they click away. They go back to Google and click the link to your competitor’s site, where the home page content promises them exactly what they want.

Sadly, it happens all the time. You look bad, and you lose sales to a savvier competitor.

But it doesn’t have to go that way. Here are seven common mistakes businesses make, as well as advice on how to present your business website and blog in a way that helps you get customers and sales:

Mistake #1: Making Your Blog the First Thing People See

Visitors expect to see a home page when visiting a business site, not a blog.

The home page tells them where they are, what the site is about, and what they’ll find if they hang around. In only a few seconds, they can decide if they’re interested, and if they are, the home page tells them exactly what to do next. Leer más “5 Blogging Mistakes That Make You Look like an Amateur and Cost You Sales”

[Grupo Clarín Vs. Gobierno KK / The Affair / Enfretamiento] El Gobierno pretende dejar sin TV por cable a 1,2 millón de abonados


Signature of Cristina Fernandez
Image via Wikipedia

(by me: “la firma regristrada vía Wikipedia, de Cristina Kirchner. Out off topic. Gabriel Catalano)

____________________________________

Inició sumarios a Cablevisión para quitarle las licencias en once ciudades.

Por Alejandro Alfie
aalfie@clarin.com

Vía:
Ieco.clarin.com

Después de prohibirle a Fibertel seguir dando el servicio de Internet, el Gobierno avanzó ayer sobre su empresa controlante, en once sumarios contra Cablevisión, que apuntan a ordenar la caducidad de las licencias de los servicios de televisión por cable que brinda en la ciudad de Buenos Aires y otras diez localidades del país.

Estas resoluciones fueron firmadas exclusivamente por Gabriel Mariotto, presidente de la Autoridad Federal de Servicios de Comunicación Audiovisual (AFSCA), quien imputó a Cablevisión por la supuesta violación al régimen de multiplicidad de licencias y a otras normas previstas en la Ley de Radiodifusión N°22.285/80. Esas irregularidades se habrían producido, según el organismo, por vicios en los trámites de fusión de los operadores de TV por cable Entre los cargos formulados contra Cablevisión -una empresa de Clarín– se enuncia también un supuesto incumplimiento a los compromisos asumidos con motivo del Decreto 527/05, mediante el cual se le dio una prórroga en el plazo de duración de las licencias a todos los titulares de servicios de radiodifusión. Leer más “[Grupo Clarín Vs. Gobierno KK / The Affair / Enfretamiento] El Gobierno pretende dejar sin TV por cable a 1,2 millón de abonados”

El iPhone también mejora la vida sexual de los hombres

Si eres hombre, sigue leyendo. Un iPhone, 6 minutos y 20 días son suficientes para mejorar hasta en un 85% tu rendimiento sexual. ‘Fire up yor sex drive’ es una nueva aplicación de Apple que permite paliar los problemas de disfunción eréctil. Una cosa es que Apple rechace el contenido sexual y otra que no se preocupe de la vida sexual de sus clientes.

La clave está en los ultrasonidos que desprende esta aplicación, que ayudan a los cuerpos cavernosos a alcanzar una óptima irrigación sanguínea, y por tanto, a mejorar su vida sexual. Según los creadores de ‘Fire up your sex drive’, un tipo de onda de alta frecuencia es utilizada para sincronizar con el cerebro y estimular la producción de hormonas masculinas. ¿Y qué pasa si lo escucha una mujer? ¿Le sale barba?


por Juanjo Moreno

fireup

Si eres hombre, sigue leyendo. Un iPhone, 6 minutos y 20 días son suficientes para mejorar hasta en un 85% tu rendimiento sexual. ‘Fire up yor sex drive’ es una nueva aplicación de Apple que permite paliar los problemas de disfunción eréctil. Una cosa es que Apple rechace el contenido sexual y otra que no se preocupe de la vida sexual de sus clientes.

La clave está en los ultrasonidos que desprende esta aplicación, que ayudan a los cuerpos cavernosos a alcanzar una óptima irrigación sanguínea, y por tanto, a mejorar su vida sexual. Según los creadores de ‘Fire up your sex drive’, un tipo de onda de alta frecuencia es utilizada para sincronizar con el cerebro y estimular la producción de hormonas masculinas. ¿Y qué pasa si lo escucha una mujer? ¿Le sale barba? Leer más “El iPhone también mejora la vida sexual de los hombres”

Cómo comunicarse con sus clientes. Diferencia entre B2B y B2C

Hay que crear soluciones

El servicio al cliente no tiene que ver con aspectos estéticos. Debemos sacarnos de la cabeza la idea que el servicio al cliente es solamente darle un café cuando lo recibimos en la oficina, o llevarlo a almorzar mientras se discute el contrato. El servicio al cliente significa crear soluciones a la medida de sus necesidades.

Hay que usar el conocimiento personal de un modo inteligente, para crear soluciones que no solo resuelvan su problema, sino que lo diferencien a usted de su competencia.



En su negocio en particular, ¿cómo se manejan las relaciones con los clientes? ¿De qué manera usted puede aprovechar al máximo la relación con sus clientes para obtener la máxima rentabilidad? ¿De qué manera debe plantear y planear sus comunicaciones de marketing? En este artículo compartimos algunos principios y herramientas que lo ayudarán a tener una gestión más inteligente de la relación con los clientes.

Diferencia entre B2B y B2C

B2C

¿Qué significa B2C? Es la sigla del inglés Business to Consumer, que en español sería “Negocio a Consumidor”. Quiere decir las empresas que le venten a consumidores finales.

Masivo

El individuo es desconocido: No importa si hay pocos o muchos clientes. En líneas generales, el cliente es anónimo. Podemos conocer a algunos (o a muchos), pero no obstante no podemos contarlos.

Perfiles

El cliente individual es desconoido, por esa razón, en negocios B2C creamos perfiles. Y eso nos permite crear acciones tácticas específicas para cada perfil.

No es posible, por lo tanto, haces mediciones individuales. Hay que medir por perfil. Primero definimos perfiles, y después organizamos la base de datos de los clientes detrás de estos perfiles.

B2B

¿Y qué es B2B entonces? También es una sigla que viene del inglés Business to Business, y quiere decir las empresas que producen bienes o servicios para venderle a otras empresas. Es decir, sus clientes son empresas. Veamos algunas de sus características:


Clientes son contables

Esto quiere decir que los clientes son finitos y posibles de ser, no solamente contados, sino también individualizados. El número de clientes puede ser grande o pequeño. Más allá del número, cada uno de ellos es posible de ser identificado. Y no solo identificado, sino saber quién es, dónde está, qué compra, por qué, qué uso le da, con quién hay que hablar, etc. En un negocio B2C esto no es posible, el cliente es anónimo. Por esta razón, en empresas B2C creamos perfiles. Mientras que en negocios B2B, podemos pensar en cada uno en particular.

Relación de largo plazo

La relación debe planearse a largo plazo. Los clientes que más valen son los que duran mucho tiempo. Esto es un principio general para todos los clientes; siempre un cliente leal vale infinitamente más que uno esporádico. Pero esto es aún más importante en negocios B2B. Si usted lleva adelante un negocio de este tipo, y no logra tener relaciones de largo plazo con un porcentaje importante de su cartera de clientes, está condenado al fracaso.

Servicio es importante

En negocio B2B el peso del servicio dado al cliente tiene más peso. Sabemos que cada día más y más el servicio es un factor para diferenciar cualquier empresa. Y esto se acentúa en los negocios B2B, ya que en este tipo de negocios se construye una solución a medida del cliente. Es cierto que tn casi todos los casos ya tendrá elaborados perfiles y matrices genéricos que le facilitan la labor. No obstante, no puede vender un producto genérico, sino que en cada caso debe gestinar el servicio para brindar al cliente una solución única.


Hay que crear soluciones

El servicio al cliente no tiene que ver con aspectos estéticos. Debemos sacarnos de la cabeza la idea que el servicio al cliente es solamente darle un café cuando lo recibimos en la oficina, o llevarlo a almorzar mientras se discute el contrato. El servicio al cliente significa crear soluciones a la medida de sus necesidades.

Hay que usar el conocimiento personal de un modo inteligente, para crear soluciones que no solo resuelvan su problema, sino que lo diferencien a usted de su competencia. Leer más “Cómo comunicarse con sus clientes. Diferencia entre B2B y B2C”

by Seth Godin / Read ;)


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Empty your library

If you’ve read one of my books, thanks. I write them to be read, so without you, it would be a pointless exercise.

I’m asking a favor: Would you give your copy (or lend, I’m fine either way) of Linchpin away?

Go find someone you care about, hand them the book and insist they read it. I’d consider that a gift of the first order, and I hope they will too.

In fact, don’t just do it with Linchpin, do it with all the books that have changed you, regardless of author or age. They’re not earning interest unless people are reading them. Ideas that spread, win.

Thanks.

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Deniability

How much of the time you invest in a project is spent preparing excuses, creating insurance, seeking deniability and covering your ass just in case things go poorly in the end?

At some point, that effort becomes so great you never actually ship anything, which of course is the very best protection against failure.

__________________________________

Who judges your work?

Here’s the mistake we make in high school:

We let anyone, just anyone, judge our work (and by extension, judge us.)

Sue, the airheaded but long-legged girl in Spanish class gets the right to judge our appearance.

Bill, the bitter former-poet English teacher gets the power to tell us if we’re good at writing.

And on and on.

The cheerleaders are deputized as the Supreme Court of social popularity, and the gym teacher forever has dibs on whether or not we’re macho enough to make it in the world. These are patterns we sign up for, and they last forever (or until we tell them to go away).

In high school, some people learn to ship, they learn to do work that matters and most of all, they learn to ignore the critics they can never possibly please. The ability to choose who judges your work–the people who will make it better, use it and reward you–is the key building block in becoming an artist in whatever you do.

__________________________________

Giving away a magician’s secrets

Steve Cohen makes more than a million dollars a year doing magic tricks.

I will now tell you the secrets of this magic:

  1. He sells to a very specific group of people, people who are both willing to hear what he has to say and able to pay what he wants to charge them.
  2. He tells a story to this group, a story that matches their worldview. He doesn’t try to teach non-customers a lesson or persuade them that they are wrong or don’t know enough about his art. Instead, he makes it easy for his happy customers to bring his art to others.
  3. He intentionally creates an experience that is remarkable and likely to spread. “What did you do last night?” is a great question when it’s asked of someone you entertained the night before, particularly if you can give the audience an answer they can give. That’s how the word spreads.
  4. He’s extremely generous in who he works with, how promiscuous he is about sharing and in his attitude.
  5. He’s very good at his craft. Don’t overlook this one.

I guess it comes down to this: if you’re having trouble persuading people to buy what you sell, perhaps you should sell something else. Failing that, perhaps you could talk about what you sell in a different way.

Important clarification: I’m not telling you to sell out or to pander or to dumb down your art. Great marketers lead people, stretching the boundaries and bringing new messages to people who want to hear them. The core of my argument is that someone’s worldview, how they feel about risk or other factors, is beyond your ability to change in the short run. Sell people something they’re interesting in buying. If you can’t leverage the worldview they already have, you are essentially invisible. Which is a whole other sort of magic, one that’s not so profitable.

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How to Crowdfund your Startup

Before discussing the pros and cons of Crowdfunding I should explain a little about how the process actually works. The most important thing to considering when Crowdfunding your venture is that this isn’t like taking investment. The process can take many forms, and just like taking investment, won’t be right for everyone. That said, here’s the most common model being used by everyone from startups and non-profits to artists, musicians and filmmakers…

An individual or organisation states that they need X amount of money to fund their venture. This venture can be anything, from a cupcake shop to an independent feature film; and the amount of money can be a small part or all of the total cost of the venture. The individual or organisation then uses their existing networks to leverage the crowd, that’s you, to donate money to their venture in return for a reward.


In November 2009, my business partner and I successfully Crowdfunded a business designed to provide independent filmmakers with an alternative method of film distribution, OpenIndie. The result of our month-long campaign was over $12,400 to bootstrap our company, a good amount of press interest and a built-in audience and user base for our site.

What is Crowdfunding?

Before discussing the pros and cons of Crowdfunding I should explain a little about how the process actually works. The most important thing to considering when Crowdfunding your venture is that this isn’t like taking investment. The process can take many forms, and just like taking investment, won’t be right for everyone. That said, here’s the most common model being used by everyone from startups and non-profits to artists, musicians and filmmakers…

An individual or organisation states that they need X amount of money to fund their venture. This venture can be anything, from a cupcake shop to an independent feature film; and the amount of money can be a small part or all of the total cost of the venture. The individual or organisation then uses their existing networks to leverage the crowd, that’s you, to donate money to their venture in return for a reward.

Often this reward is directly related to the venture being funding, so it could be a batch of cupcakes or a credit at the end of someone’s film; but equally it could simply be a very small thank you for your contribution. I recently came across someone who successfully crowdfunded enough money to pay for the hull of her ship that she needed to circumnavigate the globe.

In return for a small contribution she promised a postcard from a random location on her travels delivered to your door. As you can see, this isn’t investment in the traditional sense, in fact rule number one of Crowdfunding is that you don’t offer a percentage of your venture as a reward. Rather this process is something akin to patronage by a different name. However, there is an important difference between Crowdfunding and patronage that I will explain using the example of my own experience.

Pre-Selling your Product to Fund your Business Leer más “How to Crowdfund your Startup”

Facebook Open Graph: The Definitive Guide For Publishers, Users and Competitors

Facebook just shook the tech world by announcing several major initiatives that collectively constitute an aggressive move to weave the social net on top of the existing Web.The rumors were that the leading social network would launch a “Like” button for the entire Web. Instead, Zuckerberg & Co. unveiled a bold and visionary new platform that cannot be ignored.

The bits of this platform bring together the visions of a social, personalized and semantic Web that have been discussed since del.icio.us pioneered Web 2.0 back in 2004. Facebook’s vision is both minimalistic and encompassing – but its ambition is to kill off its competition and use 500 million users to take over entire Web.Facebook just shook the tech world by announcing several major initiatives that collectively constitute an aggressive move to weave the social net on top of the existing Web.The rumors were that the leading social network would launch a “Like” button for the entire Web. Instead, Zuckerberg & Co. unveiled a bold and visionary new platform that cannot be ignored.

The bits of this platform bring together the visions of a social, personalized and semantic Web that have been discussed since del.icio.us pioneered Web 2.0 back in 2004. Facebook’s vision is both minimalistic and encompassing – but its ambition is to kill off its competition and use 500 million users to take over entire Web.


Written by Alex Iskold

Facebook just shook the tech world by announcing several major initiatives that collectively constitute an aggressive move to weave the social net on top of the existing Web.The rumors were that the leading social network would launch a “Like” button for the entire Web. Instead, Zuckerberg & Co. unveiled a bold and visionary new platform that cannot be ignored.

// The bits of this platform bring together the visions of a social, personalized and semantic Web that have been discussed since del.icio.us pioneered Web 2.0 back in 2004. Facebook’s vision is both minimalistic and encompassing – but its ambition is to kill off its competition and use 500 million users to take over entire Web.

Whether we like it (pun intended) or not, we have to understand what this move means. It impacts users, publishers, competitors and, of course, Facebook itself. In this post, we summarize what Facebook announced and ponder the impact this will have on everyone.

Facebook Open Graph: Publisher Plugins

The Open Graph is a set combination of publisher plugins, semantic markup and a developer API.

“This new API turns Facebook into a read/write storage of user’s tastes.”

Login with Faces & Facepile: The simpler publisher plugins enhance Facebook Connect. They makes it easy and compelling to sign in by leveraging Facebook cookies and showing faces of Facebook friends who are already members of the service.

Like Button and Like Box: These plugins add the liking feature to any content, typically the whole page. Both can be enhanced with semantic markup, described below. But the very basic intent for these is to get users to Like on the site and post a link to Facebook, which is then permanently stored on a user’s profile and points back to the original site.

Activity Feed and Live Stream: These plugins show static and dynamic activity on the site. Activity Feed lists recent likes and comments from the site, while Live Stream shows a real-time view of activity on the site and is intended for interactive events.

Recommendations: This plugin surfaces personalized recommendations for the user based on what friends and everyone else is liking on the site. It is intended to drive the users to other pages on the site.

Facebook Open Graph: Semantic Markup

Facebook announced simple, RDF-based markup to make the plugins smarter. In a nutshell, the markup enables publishers to say what object is on the page – a movie, a book, a recording artist, an event, a sports team, etc. This automatically enables semantics, that is, an understanding that the user is not just interacting with a webpage, but that he or she is liking a specific kind of thing. Semantics then leads to bucketing of the objects into categories like books, movies, music, etc., and gives rise to all sort of applications, including personalized recommendations.

Perhaps even more importantly, the markup helps Facebook connect the users across common interests across different websites. For example, if both Pandora and Last.fm annotate a page about The Beatles using Facebook’s markup, then users will be able to see their friends, who like the Beatles across different sites. This is very significant, because the data around friends is sparse and scattered around the sites. Previously, Facebook would surface this data in the stream without persisting it. Now, the information about a friend’s likes of movies, music, books, recording artists, events, sports team, etc. will be permanent on Facebook profiles and readily available in context around the Web. Leer más “Facebook Open Graph: The Definitive Guide For Publishers, Users and Competitors”

Four Cs of The Scale Challenge


by Shefaly

”Let us try.
To-morrow, how you shall be glad for this!”

Robert Browning

Businesses want to scale. It is especially true for ambitious entrepreneurs. It should be easy, should it not? After all, the smart view is that it is ambition that scales, ’stuff’ does not. But the reality is not linear, not bi-modal, but nuanced. The road to hell is paved with a surfeit of ambition and a shortage of what it takes.

So what does it take to scale successfully?

Here is what.

Cardinal check: The core issues

Is the core of the business profitable? If it is not, then there may be a problem to solve already. There could be many reasons for unprofitability from bad strategy to poor execution. But one big outcome is that the business has little money to spend on dreams.

Is the business amenable to scaling? Not all businesses are. Some personality driven businesses and hourly chargeable careers may not always scale. The entrepreneur needs to take a dispassionate look – or ask someone else more dispassionate than she is to take a look – at the possibilities in and limitations of his business. That will also help think about strategic pathways to scaling. For instance, Nicky Clarke, who is a well-known hairdresser, can give only so many haircuts himself. Can he scale? Yes, possibly by personally training other stylists, or by launching haircare related products. But only he can decide if it is acceptable to him to scale that way.

Does the business have the capabilities required? A firm may be looking to open a new market. But it will be difficult to service a demand it actively creates if, for example, its manufacturing capabilities do not scale, or do not scale easily. For one of my clients in biologics manufacturing, we are doing our sums and readjusting our timetables because  the manufacturing plants must obtain regulatory approval. In other cases, a firm may not have the capabilities but may be willing and able to source help from outside.

Above all, will the added scale enhance the value of the business? If the answer to that is ‘no’, the project may not be worth the hassle.

Capital: do your sums!

Does the business have the money it will take? Nearly all scaling activities require money. Lots of it. There are both monetary and opportunity costs associated with raising money. One could approach one’s bank, assuming it is willing to lend. One could go to investors who have expertise in one’s industry or bring other non-financial value-add. However with both these sources, tough questions regarding the profitability of the core business must be answered.

If one’s ambition really does scale and if there is confidence in other organisational capabilities, then one could bootstrap, as one of my clients – a serial biotechnology entrepreneur – is doing! He understands the risks and that if he must use leverage or raise money, timing is all important.

Regardless of how one raises capital, the balance sheet will change. So will the nature and scope of control as we see next.

Control: See, letting go of.

Can you let go? For ambitious entrepreneurs, one of the hardest things to do is letting go of absolute and full control: control of the company ownership and sometimes, of strategic pathways to propel the ambition forward. It is however a necessary risk, since the entrepreneur himself cannot scale.

Scaling also requires organisational and process redesign. And empowerment of people who buy into the vision of the business and have the capability to make the right decisions. If a robust core business and a basic but clear structure exist, letting go of control enables emergent structures that suit emergent needs. Leer más “Four Cs of The Scale Challenge”

Design Research: Breathing Life into Your Projects / VIP – READ – USEFUL


Prior to embarking on any design project, whether the end product is a website, a graphic or visual artwork, a lifestyle item or gadget, the most important and first step any designer should take is to do ample research.

Doing the research is relatively simple; it is the task of trying to understand and apply the research to benefit your project that is not easy. There are numerous methods to go about doing research. However, regardless of the method used to gather the research needed, it is a process that cannot and should not be avoided.

Design Research: Breathing Life into Your Projects

Research can be characterised as purely the flesh and bone of a human body, without the life and soul within that drives it forward or to have a purpose. As Debbie Millman and Mike Bainbridge states in the article Design Meets Research.

…it is not the actual research itself that is the problem It is rather about how research is often misused, what type of design concepts and stimulus are tested, and how data is analyzed that is most often at fault. When used correctly, research shouldn’t stifle creativity but rather offer designers stronger inspiration and focus.

Research is the much need spark that will infuse and breathe added life and meaning into your designs and creative processes. This article will explore the steps you can take to develop a good research habit prior to the start of any design project.

Dissecting the Design Brief

Before you can arrive at a destination, you need to know how to get there and what it takes to reach it. If the destination is a design project, the design brief is the manual or road map to show you what is required to get there.

Design Brief
Image credit: tinky bell

Understand the Brief

Translate the brief into manageable sizes so that you can better understand what it expects. A design brief commonly states the aims, objectives and milestones of the project. Understanding the brief is a very important part of any design process. It is akin to the rule book shared between you and your client; a bridge of sorts that communicates what the clients wants and expects out of the project.

Clarify the Brief

Always read the design brief thoroughly. Clarify any questions you might have before you begin any project so that you can fully understand what is expected. Identify and take note of the objectives and aims of the project stated in the brief. This will help you to stay on track right from the beginning of the project and ensure that you achieve what the client wants. The deliverables and deadline of the project is the most important thing you should take note of in a design brief. Use coloured markers or highlighters to mark out these information. It will help you easily pin point the essentials when you refer back to the brief at a later stage.

Half the Battle Is Won

Once you’ve fully understood the brief; the fun begins. Doing the research for the project may be time consuming and tedious, but it’s definitely more fun than you think. Researching for your project will bring to your attention interesting information and trivia that may surprise you and fascinate you.

Know Your Client

The most obvious place to obtain information is to read about the company on their website. If they do not have a website, try searching for journal articles online or go to your nearest library. Speaking to a branding personal from the company is also one way to gather as much information as possible. This will help you to better understand the core values of the company.

Products And Goods
Image credit: amacedo

Find out what are the main goods the company sells and the services they offer. This will play a part in helping you understand their target audience which will, in turn, help you develop a better end product.

It is not enough just to get to know the company you are working for. In order for you to know what you are up against, you need to research the company’s competitors or companies that offer the same or similar good and services. When you compare the company against others, you will be able to determine its current position in the market and what needs to be done to surpass or at the very least be on par with its competitors.

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