Daring to change or let it die

Yesterday we had the opportunity to read the interesting interview La Vanguardia of Víctor Amela the advertising Toni Segarra. Beyond the topics success of some campaigns, Segarra delves into the concept of change and adaptation in a definitive way, as they did in their day Philip Kotler and Fernando Trias de Bes in his book “Lateral Marketing”, which it is removed the title of this post “Daring to change or let it die”.

Segarra argues that advertising is a global concept, holistic. Not a spot 20″ one TV, It is also locate a store 300 m on 5th Avenue in Manhattan. Many brands are defended today by strategies “parapublicitarias” (if you allow me the expression), not based on the classical parameters of outdoor advertising, patronage, press, journals, TV… Hyper-targeting advertising causes need to think about different strategies for different groups.

The digital aparatado takes on a new dimension, as it allows maximum precision segmentations. An announcement of refrigerators when I'm not looking fridge is absurd. Hence the importance of search engines like Google. In fractions of a second are the best places and prices to find our fridge, including interactive catalogs, 3D demos and store listings zones. It is the new advertising. Be where and when to be. Web tools 2.0 Like the blogs, twitter, Facebook are new advertising media and beyond (often) control of advertising agencies.

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Segarra still the issue of the fuerza White brand, and it does so with resignation: Advertising and the supposed value it generates It has not been a weapon to fight the white mark: the opposite. The new consumer “smells” marketing and flees from him. Between a Activia Danone and bifidus yogurt Farmer, What is the difference? A lot, but the consumer he gets a: Activia spend a lot on advertising and therefore more expensive. Little he has served Danone and Nestle have invested astronomical sums in developing new ferments to improve our health. Some invent and other cloned, and cloned into the Chinese way, cheaper.

Perhaps the new strategy consists trademarks reinventing every day, making obsolete the product two months ago. Or perhaps consists focus its efforts on cheapen the production process, distribution and communication. Or maybe manufacture for the maximum number of white marks. Or perhaps make the consumer the author of the formulas, I involve him, create an emotional bond Bulletproof.

Whatever it is, I am with Segarra, with Kotler and Trias de Bes: Daring to change or let it die.

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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2 replies
  1. Marisa
    Marisa says:

    Yo no creo que las marcas blancas sean beneficiosas en conjunto, reconozco que deben tener una parte del mercado, consumidores cuyo primer objetivo es precio bajo. Sin embargo yo pienso que las Marcas de Fabricantes (originales) nos aportan mayor calidad, garantia y nuevos productos. Las marcas blancas solo copian lo más barato posible. Hasta el punto de que en estos ultimos dias hemos podido leer informes de lo mal que pagan a sus trabajadores. A mi no me gustan

    Reply
  2. Kilian Moreno
    Kilian Moreno says:

    Imagino que hay que ir con cuidado al referirse a que las marcas blancas pagan mal a sus trabajadores. Muchas marcas blancas las fabrican empresas líderes!

    Reply

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