El branding es el proceso de construcción de una marca. Para ello es necesario definir una estrategia, un Positioning, para gestionar los activos vinculados, ya sea de manera directa o indirecta, a un nombre comercial y su correspondiente logotipo o símbolo.

jueves, 18 de marzo de 2010

Una nota de nuestros Socios Americanos Brand Key

An "early adopter" is a customer in the forefront of company, brand, product, or technology engagement. In politics, fashion, art, they would today be referred to as "trendsetters," but the term originates from Everett M. Rogers' 1962 book Diffusion of Innovations, which espoused a theory of how, why, and at what rate new ideas and technology spread through cultures.

It's nearly a half-century later and early adopters are still as critical to marketers as they were when Rogers first identified them. Technology and the Internet make it easier to locate them, but identifying how they can best be integrated into your marketing process at the opportune time is a more difficult task.

For some current Brand Keys insights into how to measure and more timely engage today's digital adopters we invite you to read an excerpt from an Ad Age Insights White Paper, "Shiny New Things."

By the way, Rogers proposed that the continuum for new innovation adoption could be categorized as "innovators," "early adopters," "early majority," "late majority," and 'laggards."

Marketers particularly want to avoid falling into that last classification, because in today's digital marketplace there's an immeasurable distance between late and too late.

Best wishes,Brand Keys, Inc.

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