{"id":4804,"date":"2019-03-25T14:17:03","date_gmt":"2019-03-25T17:17:03","guid":{"rendered":"http:\/\/legacy.anacouto.com.br\/?p=4804"},"modified":"2024-07-04T10:41:27","modified_gmt":"2024-07-04T13:41:27","slug":"tempo-e-sentimento-podem-alterar-o-valor-das-marcas","status":"publish","type":"post","link":"https:\/\/anacouto.com.br\/en\/artigos\/2019\/03\/25\/tempo-e-sentimento-podem-alterar-o-valor-das-marcas\/","title":{"rendered":"Time and sentiment can alter the value of brands."},"content":{"rendered":"

We need to think about experiences and, in building them, about the feelings we want to evoke in our consumers.<\/em><\/p>\n

It's easy to see that the internet and mobile devices have changed the world, isn't it? But they've also been responsible for another phenomenon: a reduction in the number of products and an increase in the number of services.<\/p>\n

Let's take as an example the task of recording a birthday party on video to watch later with the family. Before the internet, we would need: a camera, tape, battery, tape adapter, VCR, television, and various cables. Today, we can achieve the same effect with just one product\u2014the smartphone\u2014and several services: internet provider, filming and editing apps, cloud storage, search engine to find a soundtrack, social network to share, etc.<\/p>\n

We have moved from the era of mass-producing goods to the era of mass-producing services. What we previously did manually or using different products has been simplified and reformatted to connect different services.<\/p>\n

Here are some of the world's most valuable companies: Facebook, Amazon, Google, and Apple. Three of them offer services that exist in the digital world, and one offers the products that connect us to those services. All are driven by this new logic, where the product is a bridge between the real and the digital.<\/p>\n

In this world where services proliferate, customer satisfaction remains at the top of the KPI list for all organizations. It is the user\/customer who determines whether a feature or action makes sense or if it can be replaced by another, even simpler and more relevant service. And in this search for the most suitable functionality, a fundamental dimension comes into play, amplified in the digital age: time.<\/p>\n

It is the time we spend performing a task that will determine whether the product or service is useful in our lives or not. And there's more: this time, in addition to being quantified, is felt.<\/p>\n

It's the difference between ten minutes in a bank queue or ten minutes of a movie trailer. The user's perception of time, whether it's well spent or wasted, is more valuable than the indicators in your database. After all, time is relative. And so, we arrive at another dimension: feelings.<\/p>\n

Unlike tangible products, the post-use experience of a service is a collection of memories and emotions; it's the story we tell. When we deliver services, we are, in fact, delivering experiences.<\/p>\n

Brand experiences are moments when people spend their time interacting with a brand. Good or bad, they are directly related to building brand value.<\/p>\n

This is where service design comes in, the discipline of experience design that uses business objectives and branding strategy as guiding principles for decision-making, considering the perspective of the customer and all individuals involved in building an experience. The result is a toolkit that allows for a clear and detailed breakdown of all components of the user journey.<\/p>\n

When building a brand, we need to think about the experiences it offers and, when building experiences, about the feelings the brand wants to evoke in its consumers.<\/p>\n

While branding outlines the brand strategy, service design designs and implements the user experiences with the brand in practice. After all, as Marty Newmeier said: "A brand is not what you say it is, but what people say about it."\u201c<\/p>","protected":false},"excerpt":{"rendered":"

Precisamos pensar nas experi\u00eancias e, ao constru\u00ed-las, nos sentimentos que se quer despertar em seus consumidores Que a internet e os dispositivos m\u00f3veis mudaram o mundo, isso \u00e9 bem f\u00e1cil de notar, n\u00e3o \u00e9 mesmo? Mas eles tamb\u00e9m foram respons\u00e1veis por mais um fen\u00f4meno: a redu\u00e7\u00e3o do n\u00famero de produtos e o aumento do n\u00famero […]<\/p>\n","protected":false},"author":2,"featured_media":4805,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[49,73,89,86,90,72,91,53,54],"class_list":["post-4804","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artigos","tag-ana-couto","tag-branding","tag-design-de-servico","tag-experiencia","tag-hugo-rafael","tag-marcas","tag-negocios","tag-tecnologia","tag-tendencias"],"_links":{"self":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/4804","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/comments?post=4804"}],"version-history":[{"count":1,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/4804\/revisions"}],"predecessor-version":[{"id":14897,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/4804\/revisions\/14897"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media\/4805"}],"wp:attachment":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media?parent=4804"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/categories?post=4804"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/tags?post=4804"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}