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What kind of risks inasumibles can run an organization dedicated efforts to its employees aboquen to the full its uniqueness?

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I confess that the title would have robbed a superb post entitled Miquel Angel Escobar Business and Personal Branding.

The uniqueness generates strong brands (sometimes too)

I asked a few days ago some colleagues if the uniqueness of individuals is important and risky in organizations and the brand they project. think, for example, White House, Is it the same with Trump than it was with Obama? Agree, you think it is a facile example, then why not affect the brand soccer team coach? And if Jose Mourinho? Think about it.

The clash between uniqueness and values

There are times when management of an organization They have given the green light to hire someone as important as a spokesman with equivocal criteria. It's not about “file” the most popular, special, funny, controversial, notorious… It is found that shares the values ​​and vision of the brand. Enough to make the corporate vision his own. The uniqueness is welcome, but within a framework of shared values.

People are part of the brand, and brand people

Branding is increasingly complex, richer. It has nothing to do with a logo, It is everything that makes up a brand, but always in relation to their purpose and the footprint inside and outside organizations. I like the geometry of brand experts proposed sum:

geometry brand

Source: sum:

At the core of the brand is the purpose or purpose the brand, without which it is drifting. There emerges the identity, the pillars are the values. From there, Identity, defined many of the behavior patterns of the brand, their fields of meaning and, of course, its graphic form, colors, flavors, Textures, smells. Also here it fits the history of the brand and its business model. Brand experience can be a result, but it can also be part of the process of strategic reflection, transferred to field customer journey and user experience.

Once defined the core brand, sum: defines five elements that give life and meaning: People and processes, physical environments, virtual environments, products and communication.

What it has happened in recent years with this balance of elements?

What are some things past:

  1. We have gone from a product culture to a culture brand. Agree, It is not something universal, we know that without no brand products, and unbranded product may be (bulks, for example).
  2. Communication formats have multiplied in proportion to its lowered impact. If in the years 80 confidence in advertising, public relations… was the 90%, today, according Nielsen, is the 33%.
  3. As a reverse process to lower confidence in brands, confidence in employees and technical experts is, according Edelman Trust 2019, the maximum. That means that paragraph “people and processes” organizations gains weight and becomes transverse, supporting communication very efficiently.
  4. Virtual environments have stressed, if it fits, the influence of people on branding corporate. People create and interact with more powerful and reliable virtual communities that own brands. Not only that, all professionals in the organization have occupied the portavocía brands consciously or unconsciously acting- as brand ambassadors. In a nutshell, virtual environments have first empowered professionals and therefore organizations which represent.
  5. Physical environments have become. Now it is common to find offices where there are no fixed places for professionals, but they are “plug & play”. In many cases, telework has been imposed or introduced force, improving the performance of enterprises and improving the business model. The digital transformation has brought us low-cost tools to communicate with any part of the world in real time.
  6. Y products and services are able to mutate at a rate never seen before. The life cycle is shorter, but quickly replaced by alternative proposals that are on the market fit.
  7. Finally, the ability to measure what we do has been universalized, and that makes it easier to think that We are in liquid business models, phase permanent beta.

Anyone can create a good product, Here it is difficult to raise a good brand

singularity, to end, It can never be seen as a unilateral proposal for professionals or companies, It is something that should feed back to brands.

Wondering what kind of risks inasumibles can run an organization dedicated efforts to its employees aboquen to the full its uniqueness?

I think I have the answer. Any.

 

Sheep vector by Shutterstock.com

 

Building Trust with presence and brand essence

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From the beginning of their times, people, in our role as consumers of goods and services, we have moved through different parameters when making purchasing decisions, as the price, the proximity, after-sales service, ... But the packaging andl which remains the key factor for our choice is still on trust.

When we go to an Asian bazaar and buy, for example, shower hose, We do not expect to work well 100% and last us three years. The reason to go to the bazaar is the price, but never trust.

When we faced with the decision about which brand of coffee shop in a supermarket line, They mix many factors (price, experience, promotions ...) but just being confident that directs our hand to brand or non-brand elected. If it's a white mark, It depends on the force that has taught the supermarket, but often that non-brand could be greater confidence that the traditional brand. If the price difference between brand and non-brand is minimal, our brain will guide our hand to the traditional brand.

Some argue that behind all this is the neuromarketing. I read some literature on the subject and there seems to be more complex reasons, but what we talked about is now trusted.

How trust is generated?

In my time advertising agency often he repeated the phrase "Knowledge creates confidence”. Under this universal principle, specialized companies working more with an eye to overexposure in the media about the message itself. It was to be the first ad unit TV or having the first odd page in this newspaper or magazine such. Some advertisers, especially drugstore and food sectors, They forced the creative agencies in each ad to TV, the brand (what some call "the logo") appeared 7 times to be set in each client's consent and that audio was not necessary to understand the announcement.

Today these practices are considered pure SPAM. Brands need to build trust and to do so no longer be worth only knowledge (presence) and a message issued from the mark to their public, but will try to use the external recognition, of the opinion that people outside the brand emit about their experience with the brand itself. Is about branding, and branding, today, It builds confidence.

Such a popular tool like Trip Advisor It does nothing to issue external experiences and opinions about a particular service, a specific location, a concrete experience. That is pure branding. Confidence comes from people who have actually experienced with the brand, not from a promise that comes from the mark.

brands, both corporate and personal, They have before it a dual mission; from one side to get rid of their old routines, and the other embrace the idea that today the market is a huge conversation in which many bands have to be and be, manifesting an "essence" brand addition "brand presence".

we can change the old phrase for this "recognition builds trust”, and it is clear that trust is a means, and that the end is that our customers “buy”.

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Humanization of brands (1) What happened to Ana?

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humanizes, that something is

Those who know me know that I've been doing the necessary flag humanization of brands and corporations. The trend is unstoppable marketing more humanized, and we have good examples, one of them would be the communication house in recent years or the recent campaign Freixenet, of my friends JWT, although somewhat controversial, He characterized by humanizing their characters (the bubbles).

anacodor

Ana sin Ana

One of the most humanised brands we know is Anna de Codorniu, which for years he stars in communication with a woman, mother, the center of the story. I was surprised to see a few days ago a marquee of this trademark without Ana, a simple still life . What happened to Ana? I hope nothing, I've seen the latest videos and Ana appears campaign, more sophisticated than ever, in a magnificent execution of equipazo Igriega Communication.

Stories that humanize

The storytelling He came many years and has established itself precisely to humanize brands. A brand needs to become a person to establish a dialogue with people. And that makes it through small stories, micro-stories they want to get an emotional relationship with potential users. The old ads 80 a still life attached to a lapidary phrase gravely have passed into history. Now we want to know more, not satisfied with the functional part of the brands, we want to know your dark side, its bright side, their weaknesses, its raison d'etre and what you want to be more.

I recently read, an excellent post on trends 2014 the agency JWT, we go from Storytelling to Storydoing. I could not agree more. There comes a time when brands should be protagonists of real stories, experiences on the street. It's time for street marketing, also it came a few years ago to stay and help brands connect with the people.

Here Ana

Here Ana

Vision work

For some unknown reason, almost all companies work their vision hurts, his dream, its role in the world, the text of his tombstone. Often they do in key leadership, like the rest of humanity cared three fuck a brand to be leader. People do not want leading brands, Nearby we want brands, and this is how it should work the vision of a company, of a brand, of a person. Working a vision for hanging on a table in the kitchen is of little. The vision is to contain a shared idea, emotional, key contribution to a collective, perhaps humanity. If companies , brands and people would get better work humanizing vision, They would get to jump right into the conversation and connect.

The most watched ad in history is not an ad. Goodbye, advertising.

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The big jump

three players: Felix Baumgartner, Red Bull Stratos and the challenge to gravity. Got together with the leap Baumgartner the largest audience ever conquered an ad. Not even “1984” Apple got that level of impact.

  • 8 millions people watched the jump live (streaming) on YouTube (the event that follows, the London Olympics, they got 500.000 people connected simultaneously on this network).
  • After landing, Red Bull posted the photo of Baumgartner flexing his knees at landfall in Facebook. In less than 40 minutes, the picture was shared with more than 29.000 times, It generated about 216.000 “likes” and more of 10.000 comments.
  • During the jump and at times, half of the trending topics on Twitter spoke jump in the world – removing the role of other simultaneous events like Justin Bieber and games of the National Football League USA.
  • Only in Spain and through Teledeporte, 4,3 millions of people they followed the jump live (the 27,8% share).

But not everything is 2.0

Indeed, Baumgartner jump it was real, as Real was the huge investment in the ship and preparations for the jump. The ground control team was worthy of a space rocket launch, and the next day there was no cover of newspaper not to talk jump.

Red Bull advertising had spent years in the world with “te da alas“, so we could say that the jump event was the perfect culmination of the campaign. A company that invests 25% of its turnover in marketing is a business that risks… and in this case wins.

Storytelling

If I had to frame the jump in any discipline communication, I dare say that Red Bull has built the best story of history. Remember the permanent tension of all the hours and minutes before the jump, impeccable script. The sweat ground controllers. The thousands of radio and TV commentators who ventured worst for Baumgartner. The risk, to plot, the control (or decontrol) of time. The preparation of all teams in the wilderness that fell. Awesome. Marketing de atracción in pure state.

own

Red Bull used its own channels on Facebook, YouTube, Twitter… to relay the event. pure innovation. Another had organized an exclusive with any TV channel, a newspaper or magazine. Red Bull did not want to share center stage, He gambled too.

You have died advertising?

The question I ask myself as advertising and as a victim of indiscriminate bombing of low-quality ads is dead Has advertising?

Surely in its current stadium itself. Consistent advertising disrupt our lives with something we do not want is disappearing. People are rebelling against us notice 20″ interrupting us a film. We prefer to burn, rent it or see it for 2 € HD through Apple TV. We are tired of turning pages and pages full of ads daily on Sundays. We turned off the radio or change the station when entering advertising. Why? For several reasons:

  • there are other options, other channels at that time maybe not issue advertising
  • Lack of affinity: Do not emit ads for products or services that interest us, making it more tedious to have to listen.
  • The creativity It is doldrums. Solo 1 guys at 100 ads contain stimulants or surprising elements.
  • We have learned to value silence, peace. And a good time to turn off the TV or radio advertising is when you enter.
  • time is over “repetition is reputation“. Now repeat abandonment is punishable by brand. A campaign issued between October 2012 and February 2013 selection of waste in Catalonia (container where you) It has achieved the opposite effect by excessive repetition. Better little and good and bad lot.

The truth is that excessive advertising in traditional media is changing the patterns of media consumption.

Goodbye, advertising. Hello, Branding

I sincerely hope that the present and probably the future- It is in the branding, the large umbrella of commercial communication. I understand branding as an integral process of value creation around a brand, either corporate, social or personal. I try to explain with this graphic:

branding_guillemrecolons

What good branding?

Is a complete process around the brand.

A corporate branding, for example, It includes strategic communication planning, we el, research concepts and insights, field study meanings brand, Brand design (Logo, anagram…), el packaging, outbound, el storytelling, PR actions associated, the “publicity” (obtaining free press coverage), Social Media Strategy, the events, promotions, merchandising, sponsorship, el product placement, direct marketing, planning and media buying, construction of supports for events, graphic arts, The graphic design, the photograph, audiovisual production, the audience measurement systems, influence and reputation-and whether conventional or online-, el street marketing, shares of retail POS (tastings, promos, signaling…), the “city branding” or brand study of cities, web design and corporate blogs, all, all.

How it is ideally design a branding strategy

Heart out. From the vision (the why) to the mission (the what) through the differential values (the how). It is very difficult from what, the process must start with why. Luther King He dreamed of an America without racism (view), and so his message struck a chord. He did not just denounce whites, I had not done any. Instead, created collective consciousness, one huge social branding action. Something made Mahatma Gandhi. And so they did asked, who dreamed of making things easier for people or Bill Gates, who dreamed of 1975 each house could accommodate a computer.

In the commercial arena, vision or dream of Red Bull has been that people fly (and he has achieved, go if you have done). The vision of BMW -in Spain- It is to awaken the pleasure of driving. This is not to sell soft drinks or cars, It is about creating sensations and emotions, to reach the hearts of people, guys at attracted by passion, not repeat. The desired response to a well planned action of branding is not “this brand has convinced me”, is “this brand speaks my language, Do you get me, tunes”.

What will happen to advertising agencies?

Many have understood the change and are offering even without specify- processes branding. The other fear that eventually disappearing or becoming specialists serving companies branding. If only they dedicated to sell ads without wanting to see beyond ad agencies will be, little more. Recently, talking to a good friend, He came the idea of ​​calling “commercial communication” the entire set of processes that I have described above. But I think it is lame, lack a higher concept, miss the mark. And brand is all: Business, institutions, people, citizen groups. Everything leaves a brand. Why the word branding (Originally burn cattle with a distinctive symbol) filled both, It is an umbrella shaft.

And what will happen to advertising professionals

In my view there is an excessive specialization around the advertising profession; there are few advertising “holistic” and there are many art directors, editors, planners, Account Managers, media specialists… The truth is advertisers do not want to see a team 5 people in a meeting. They want to talk to one, with whom you can talk about everything knowingly. That story is repeated in meetings “it will consult with the editor” bores the most painted. Be solved, advise, get wet.

If we add that few professionals understand much publicity promotions, The street marketing, events, we find that advertisers are forced to hire 10 agencies to resolve the management of the same brand: the advertising, the media, the social media, the promotion, the CSR, to the….

So, I venture to guess that the comprehensive professional branding It is imposed, will be the guardian angel of communication companies, institutions, professionals… Isn't it?, there is still no university degree of branding. Branding experts have gained their experience working in many places and with an open mind. It will be a more creative profile management, I do not doubt that, but you will have to share your right brain with some analytical capacity. An all terrain, a burner.

the brander

Although there are no studies yet to be "Brander", may I recommend some readings to understand the phenomenon of branding

Puro Marketing article published in the 11 March 2013

Carlos Graell provides excellent lateral view of art

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heartily recommend a visit to Blog Charles Graell to enjoy what could be a way lateral to understand art. As the writer said John Carpenter in his book “The discrediting of reality“, the art that has come to be has abandoned abstract representation of reality after it suffered, little by little, a process of wear (Fuster discredit words).

Graell, who studied graphic design at the Massana School in Barcelona, It has always moved in the territory of advertising, alongside people like Joaquin Lorente, Luis Casadevall, Albert Chust, Luis Bassat and many others. Currently runs a company specializing in branding. But his passion is painting, very close concerning Francis Bacon and Lucien Freud. Without further ado, I leave you with his work, you will find in this link.

Andreu Buenafuente visto por Carles Graell

Andreu Buenafuente visto por Carlos Graell