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Brief para novatos

He aquí algunas preguntas del `brief´ que son complicadas de responder de tan sencillas que son:

¿Cuáles son los rasgos psicográficos del mercado?

Complicación: se confunde lo psicológico con lo sociológico.
Ejemplo: “Al target le gusta comer en restaurantes lujosos”.

¿Cuáles son los rasgos demográficos del mercado?

Complicación: se mezclan en un solo rubro personas de clases sociales diversas y de culturas diversas.
Ejemplo: “A la gente que gana más de $100,000 al mes le importa invertir en bienes raíces.

¿Qué beneficios ofrece el producto?

Complicación: se confunde lo que ofrece el producto con lo que ofrece la marca, que no siempre representa al cien por ciento a sus productos.
Ejemplo: “La marca Ford es tradición”.

¿Cuál es la esencia de la marca?

Complicación: confusión entre la esencia de la comunicación y la esencia del producto en sí.
Ejemplo: “La marca tal siempre ha representado el buen humor”.

Buen día, Comunidad Roastbrief.

Foto cortesía de Fotolia.

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