Caballé, Lottery and marks Spain


This week the great soprano Montserrat Caballé It has been doubly news. On the one hand it has received a Doctor Honoris Causa in the UIMP in Zaragoza (congratulations) and on the other we have seen co-starring in the Christmas announcement of the national lottery.

Caballé's speech at the UIMP

The diva has never hidden his status as brand ambassador for Spain, and it is known for his dislike of Catalan nationalism. Of course, It's in your right, missing more. In his acceptance speech he made in Zaragoza he compared the Via Catalana last 11 September with the chains of slavery and He wept with emotion when he spoke of the unity of Spain. Up to this point, nothing to say, reproach ...

… Any? Perhaps if there is one. A related criticism brand consistency. The soprano can not declare their unconditional love for Spain as having its tax residence in Andorra. The truth, you have to throw the matter noses. You should not mourn with excitement for the unity of Andorra?. It turns out that he loves country does not receive a single euro tax Doña Montserrat. Ugly, ugly.

The announcement lottery

Lords National Lottery Spain They have decided to print a change in communication Christmas, and abandon the dream of dreams speech (many years championed by "the bald lottery"). This year they have decided to go for the brand and Spain have adopted a starring Hispanic campaign as champions Montserrat Caballé, Marta Sánchez, Raphael, David Bustamante and Niña Pastori. I will not evaluate ad, and so they have the social networks without mercy, júzgalo you:

[youtube] = Iwk8-wDcaEc[/youtube]

Here I do see CONSISTENCY WITH SPAIN MARK: if what is intended is to continue transmitting an image of tambourine, salchichera, of horterada, tasteless, false smiles, yes, Its coherent. Perhaps the announcement could be useful for someone who needs to lose weight fast: You should see three or four times in a row (more would be lethal): surely the desire to arrive soon “throw“.

three actions:

  1. I join the campaign #quevuelvaelcalvo
  2. I try to change my tenth for a good bottle Oliver Conti, DO Emporda
  3. I will continue listening to music Caballé, but I no longer pay for it, if she slacks off taxes, I also.

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 Human Results and Quifer Consultores.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs at IESE and ISDI, 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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12 replies
  1. Marta Donoso
    Marta Donoso says:

    Unfortunate case of degradation of the brand Spain. I'm from Palencia, but I travel a lot and, the truth, avergüeza more each time I say I'm Spanish.
    Thanks for the article!

  2. Guillem Recolons
    Guillem Recolons says:

    The sad thing is that it was an effort to put Spain on the world map and was achieved through post-Franco transition very well run. All this is being gradually destroyed, This country is already a laughingstock.
    Thanks for write

  3. Javier G. Esparza
    Javier G. Esparza says:

    I'm disagreeing with you, Guillem. I think your view is wrong, since a person can be proud of their country but not taxed on it. It would be the case of Julio Iglesias and many others.

    With all my respect, I see a text biased by a key nationalist interpretation. regards

    • Guillem Recolons
      Guillem Recolons says:

      Hi Javier, I respond with the same respect.
      First, thanks for write, the debate is always constructive. Secondly I think there is a difference between Julio Iglesias, He is living for many years in Miami and is taxed there or Montserrat Caballe, who has lived all his life in Barcelona but is taxed in Andorra.
      I try to avoid a debate on key nationalist, I do it in key brand consistency: really taxed where you reside, and from there, sheds tears for the country you want. Warm greetings.

  4. Jorge Torregrosa (@JordiTorregrosa)
    Jorge Torregrosa (@JordiTorregrosa) says:

    Well addressed the issue, Guillem.

    And one more point to ad. Why have they used the song that Elvis Presley made known, ‘Always on my mind’ in an advertisement for brand Spain?Or it is that I am hard of hearing?

    Sometimes I just do not understand things well, will the crisis is clouding me ideas

  5. alcion0558 (Juan Peña)
    alcion0558 (Juan Peña) says:

    Maybe a great change of values ​​would be necessary,
    where the first was “Respect”, 2º: Change “To compete” by “Share”.

    3º: One day we


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