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brands, increasingly personal

Every time brands more personal?

I know a headline and a very focused blog your personal brand You can give more than one reading. And has.

Big brands, which come, that convinced, They will be directed only to persons who are not looking for products or services. people seeking ethics will be addressed, brands and businesses that defend the values ​​that abanderamos.

I recently saw a video of an interesting initiative of the firm Ecoalf: Asked fishermen trawling various brotherhoods that collect plastics for recycling networks and remove them from the seabed.

With those plastic, a group of entrepreneurs get recycled to manufacture sports shoes and other clothes. A second chance. Recycle, re-use, increasingly sustainable, increasingly personal.

Not catastrophism, time is running out

Climate change and its consequences is not a lie, It is a reality that requires conscious businesses and consumers. Consumption by end use our planet as we know it.

The responsibility is twofold, On the one hand we, as consumers, we must ask before purchasing a product or service:

  • Do we really need?
  • Do you need it again? Is there a recycled version?
  • It is manufactured in accordance with our values? That is to say, without child exploitation, without abuse small producers, avoid greenhouse gases in production, that is easily recyclable, that have a price according to its performance, duration, without obsolescence, that does not contain harmful or unnecessary chemicals ...

The producers, by his side, must understand that not only buy products or services, but to defend our values ​​brands. brands increasingly personal. John Galiano, of the fashion Maison Margiela it's direct:

Ethics brands

Source: The Future 100 JWT

On the other hand, Enrique Dans He warns in one of his articles: "A part of humanity is too busy making money to raise that something as insignificant as saving the planet and human civilization". tremendous notice.

Values ​​indicate that not everything is

Like people, every time we will be more aware of our values. Many test or self-image as DISC How To Fascinate They help us identify.

And What about businesses and brands? who defines their values? who defines its purpose? In recent years managers have entrusted to external consultants (often not specialized in branding) the definition of "corporate statements”. It's a mistake.

In my judgement, the values ​​and Purpose of a company and its brands they must be agreed by professional. I often do exercise to define the purpose and values ​​to a group of professionals, personal branding courses. And I assure you that the results far exceed what written in a section “official” hidden from the corporate website to which few ever.

A company has the potential strength of the sum of personal marks of their professional. But few know, and least advantage.

Humanize is to connect

Organizations should be aware of this dual challenge: on the one hand, identify Values of consumers. That will help generate a human branding (human branding), a human marketing, of connection, empathy. It's not about competing on price, but to attract generating confidence, real confidence based on ethics.

On the other hand, identify the values ​​and purpose of the organization and each of its brands. And do it from within, from home, having talent who best knows the company and its brands: professional.

With these two premises, the marks will be increasingly personal, and therefore will generate greater trust and empathy. managers, the the changemakers (change agents), They have an enormous responsibility to consider their people as emotional shareholders, as true connectors with something called "consumers", and we all know that they are people like us.

Girl photo by WAYHOME studio on Shutterstock.com

Nokia SRES Now how I can use the tagline “Connecting People”?

Brands come and go. Even the largest suffer improbable mutations. It has been the case the mobile phone division Nokia, recently acquired by the giant Microsoft.

It is true, Nokia, mobile theme, I was recently in the doldrums. But I remember a few years ago that Nokia was the king of mambo mobile phone. In 2007 the European Brand Institute He published the news that Nokia was the most valuable brand in Europe. I, After trying several brands, I ended up falling in love with Nokia to 1998. I had 4 wonderful terminals. They had no rival. simple operating system, Call quality, good toppings, reasonable size, clear and keyboard, the most important, two iconic elements of the brand I do not know if they will continue with the new phase of Microsoft, but they are the authentic brand equity:

  1. The slogan: Connecting people. Simple, of course, direct, minimalist. One of the best in the history of advertising, definitely. With 20 year term (How many brands have endured so much time, a claim?), I have not been able to find its author, but I warmly congratulate. As people of Nokia says, “connecting people” is not just a phrase or slogan, It is a corporate mission, And hence their success.
  2. The characteristic line (click here), a natural brand identifier that became a benchmark. The curious? It corresponds to the bars 13-16 the guitar solo Gran Vals Spanish guitarist and composer Francisco Tarrega, written in 1902. Screenshot 2013-09-04 to(s) 17.34.43

I will not go into the reasons that have led Nokia to divest its telephony (it is clear that the economic offer was tempting Gates), although I bet the emergence of Apple with long boring IOS i thereafter Google with long boring Android They have much to do.

Perhaps now that Nokia wants to focus its activity on renewable activities will arise change “Connecting People” for “Long life for our planet”. Then, Like I borrow them “Connecting People” to work on personal branding. Do you think I would leave?