Ever since we have had a notion of the existence of brands (7000 BC in Mesopotamia), the aim has been and remains the same: to express singularities which consistently distinguish my offering of products and services. Back in ancient times experiences were 360°: with fewer people, who were more local, structured in time.

In all cases, though, the intention was to generate experiences that would have a unique meaning… This has not in any way changed. All that has happened is that it has become more complex.

Today, the key lies in thinking, saying and acting in an honest and straightforward (though by no means simple) manner, focusing on the balances between what I promise to the outside world and the values experienced within the system, between what happens in the offline and online worlds, remembering that what matters most are the ideas and not the tools that are used (today) to create, share and evolve them, aware that it is an effort which I must address to a dislocated tribe that has broken through the boundaries of space and time.

The path to the creation and construction of a relevant, unique and significant experience, which makes the brand a company’s strategic platform, expressing its purpose and giving a framework to its ideas and actions, is a long one.

It is in all cases based on three major elements:

  • Conscience: Beyond responsibility, and remembering that responsibility is an obligation which is undertaken, while conscience is an inherent and original state of the company
  • Story-Building: This is about forging a narrative based on the reality and aspirations, and participation of the different audiences which make up the brand, beyond mere storytelling
  • Co-Creation: Getting my other audiences involved in the creation of ideas, processes, products and/or services. The tools are available, there is a certain demand, the results are notably greater than internal innovation processes

Whatever one may wish to call the experience, there are certain basic concepts to take into consideration:

  • Two fundamental elements:
    1. straightforward presentation of the experience, and
    2. honesty of thought, word and deed as regards the company
  • Three keynotes:
    1. corporate conscience,
    2. shared story-building and
    3. participatory and open co-creation processes
  • Four roots in reality:
    1. Although many people may be involved in what is a completely open process, it is the company which creates the intent and is in control;
    2. Even when a story is built, we must at all times remember that success is always enjoyed by those who are backed by great products and/or services;
    3. It is about values and the consistency with which the promise made by the company is built, and
    4. The right importance is given to the tools based on what they are, guaranteeing a balance between offline and online
Cristian Saracco
Founding Partner at Allegro 234
• Member, The Medinge Group
• Board Member, aebrand
• Associate Professor, Loyola Leadership School
• Guest Speaker, ESADE
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