You do not want to be a white mark

Mathematics do not lie. The White marks or brands and distribution mean the 50% the market in many sectors.

The preguntaréis Are white markings are required? From a cyclical point of view, we might agree that if, They are necessary. But from a marketing angle, I dare say that white markings are the expression of the failure of copyright marks. If I do not say, reviento.

Many brands They have failed to justify their value. If we add that many trademarks manufactured for distribution brands, chaos is already on the table. This murderer cocktail has been caused, among other things- the linearity of communication, very persuasive short-term campaigns, but with no emotional projection of the brand values long-term.

And the people, Can people become white markings? Without a doubt.

Before, go unnoticed was worth. In the mili, for example, It noted above or below was a contrasting danger. People should do the right thing, the scheduled, the established. The difference was not primada.

But now, uy now… Now you have to manage themselves differently, more aggressive, very focused. Creativity is the difference. Which he does not project something falls on the spiral of boredom, vacuum, with the risk of becoming a personal brand white. Please Google, googles your name… ¿No sales?, you are a white label.

If that is your case, I suggest a visit to paragraph “Contact“. Few sessions we can turn around the situation, uncovering the powerful personal brand, unique and wonderful that is within you.

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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8 replies
    • Guillem Recolons
      Guillem Recolons says:

      Habéis animado el debate! No discuto que la marca blanca se vende mejor y más barato, y ese es el gran fracaso de las marcas comerciales -que hace 20 años no creían que esto podía pasar-. Si la marca blanca funciona y se vende, aunque sea paradójico, es porque hay una gran marca detrás: Mercadona, Eroski, The English Court, Alcampo,… And what you see, debajo de cada alfombra siempre hay una marca.

      También estoy de acuerdo con la moderación, especialmente en personal branding. A “overbrangingserá tan negativo como unsubbranding”.

      Os felicito por el blog, pleno de sentido común con trazos de transgresión.

  1. mertxe
    mertxe says:

    Las marcas de distribución no son mi especialidad y no sabría decirte si para ellas es un fracaso convertirse en marca blanca, pero de lo que si que estoy segura es que convertirte tú mismo en una marca blanca o en unacommoditiees una pena. Si algo podemos aportar es ese toque que nos hace únicos. Si perdemos eso nos uniformizamos totalmente y perdemos cualquier oportunidad de generar un valor especial.

    • Guillem Recolons
      Guillem Recolons says:

      De eso se trata Mertxe, de evitar la uniformización. Y tu sabes que aportar el toque que nos hace únicos no es tan difícil. Todos tenemos algo especial, sólo hay que sacarlo.
      Thanks for write

  2. juansimo
    juansimo says:

    Yo no niego que las marcas blancas o marcas de distribución ya significan el 50% the market in many sectors. Pero también es cierto que muchos de los consumidores las compramos a disgusto.

  3. Guillem Recolons
    Guillem Recolons says:

    Comprar a disgusto una marca blanca es el colmo de la desafección de las grandes marcas comerciales, que no saben encontrar discursos para invertir la tendenciablanca”. Thanks for write


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