Semantic branding… Back to the roots

I’ve returned from my vacation, back to what I usually do … and I say usual and not common … I use to do something I love, which rises each day, which grows over time … and that sometimes requires to go back to it roots.

I return to the roots of this Webjam, its name, its call to action idea that finally gives a meaning …

Traditionally, the branding was an effort being made by companies to differentiate themselves from their competitors, to show functional and emotional benefits that make them unique. An effort made inside-out and towards their target audiences …

The interesting thing is that the world we live in has changed, is changing and will continue to change. We turn:

  • From a hierarchically structured system to a network
  • From verticality to transversality
  • From predictable to uncertain
  • From owning something to live experiences
  • From monologue to dialogue

We do not expect or want companies selling us happiness, but facilitating it. We look for a microclimate for our self-expression.

If this is so, the brand experience is not possible without the participation of people living that experience. This forces the dialogue between business and audiences, a personal and intimate dialogue between people.

It is not simple because it requires the company to recognize that the experience is no longer completely under their control, This means that companies have to speak, listen (more than speak), and act accordingly…

Dialogue, somehow, is to be semantic … The brand experiences must be semantic and those who dedicate ourselves to this kind of effort also have to be … understandable when talking about why and how (why + how = wow!) to build a brand experience (it’s like when we go to the doctor … if we have something, we hope to understand what he/she tells us … No?), and we have to dialogue, adapt, act…

This Webjam, as I said in the beginning, rather than talks about branding, talks with us, between us and for us … The focus, of course, is the brand experience, although not necessarily, must be a entelechy!…

This is the result of observation, of knowing the right moment to change, of doing things right and wrong … of doing what I do with love … Just that!

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Allegro 234

About the author

Allegro 234 is a global branding and innovation consultancy that catalyzes your company grow through its brands and culture. hello@allegro234.net
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Sep 9, 2008

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