brands, values ​​and commitment

Brands and values: political correctness commitment

Valora is post
Lately I try to draw positive conclusions from the misfortunes that surround us. The relationship between brands and values It is getting closer, to the point of passing entertainment functionality and ultimately the commitment. I remember that phrase Lao-Tse: “Perfection is the will to be imperfect” and I confirm that imperfection is a human trait, not intended for robots.


2016, the year fell confidence


first Brexit and then the victory of Donald Trump. Both factors have shaken the state of general confidence. So pick up the latest executive summary Edelman Trust 2017, which I recommend you take a look to understand better what's cooking.


positive reading: Behind the brands and organizations there are people


The positive moments of crisis is that people tend to use more and more wisely our Superpowers, Our values. brands, and that includes people, not content with wanting a place in our minds, now they need to do in our hearts.


Not cursilería, It is committed


When the word heart is used around the time the 14 February can fall into the trap Valentine. When I talk to heart I do not mean to love but emotional commitment.


Every day should be Cancer Day, the Mother's Day, Book's day, The day of love. That's the challenge for companies and individuals that manage them, the challenge of branding is to create awareness and step, leave some side marketing (that no one be offended).


Do they need companies Branding Department?


As the water we drink. They need to understand that brands represent emotional bonds with their users (I hate this word, but I prefer to “consumers“). Brands need to define emotional territories, the place they want-and can- occupy in the hearts of people. should imbibe, however difficult it may seem, human values.


Not like everyone is key


Pretend to be Coca Cola, multigenerational cross mark, It is a difficult path. The reason that this brand connect is not in their bubbles, it is in your brand story. Personally I do not like the tail of any brand, but emotionally I led mark inside because Coca Cola has become a symbol of happiness. And now I wonder whether brands should keep in Matrix, always like or should mutate.


In an unjust society, And brands can be? engage


Commitment is one of the most humanizing values. As a result of the Super Bowl, every year more budget marks the American television jostle for space with extraordinary ads.


It was just an intermediate of the Super Bowl 1984 which encumbró the birth of Macintosh with impeccable staging of Ridley Scott and script BBDO.


This year, and recovering the context of values, I really called attention to these ads Budweiser and Coca Cola. These brands have not been the only ones to confront Trump and model of America closed itself. But the commitment of Coca Cola and Budweiser is evident in a piece that highlights what Trump does not want to see: that great nations have been created from diversity, from acceptance of the human condition.


The United States has never been white, They are the result of the mixture of many races and cultures that have survived and have been integrated as a single brand. I leave Coca Cola ads and Bud, and I invite you to think about values ​​and commitment when you have a brand to manage, including your own: Del RSC al RSP.



Cover image by Shutterstock.com

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).

I collaborate with Ponte en Valor, Brandergizers, Soymimarca, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, I participate in the Graduate Social Media of UPF, ISDI, EMBA IESE, 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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