How can we transform your brand into a strategic business platform?
How can we build your brand through culture, reputation and technology?
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How does your brand pursue the simultaneous demands of differentiation and low-cost?
We are a growth catalysts of businesses with a conscience through brands, people and experiences
Companies are relatively new in terms of making their purpose explicit and considering the impact they have on society and the environment
A diverse group of highly experienced, blue-chip brand and strategy thinkers and doers
Considering brands as an experience and a concept that transmit identity, reputation and relationship between the company and its audiences, we face a reality where those elements will be more or less relevant according to the interests and needs of each public in particular: If the audience consists of clients and customers, identity will be more relevant through image communication. For shareholders, reputation will be more relevant when presenting the business value proposition as well as...
The ecology is a postmodern value associated with welfare. Day-after-day this value becomes more important and relevant for most of us. The situation is that during recent months, cars advertising -almost all of them, has begun to communicate respect for the environment based on new "eco-engines" (you will see different names for the same kind of functional benefit). The truth is that they continue polluting, less than before (which is also truth), but they continue. The key issue here is that...
Today, in Javier Velilla's blog, he posted this video from Hundred Monkeys which is trying to explain what Branding is... It's quite good. Also, as Nicholas Ind said, there are plenty of definitions of brands and branding. Some people think a brand is a logo. Or advertising. Or packaging. Or another word for the name of the product and service they buy. In fact it's all of these things and a lot more. To get a sense of what a brand is, just stop and think like a customer. I buy Nike sports...
Probably, one of the most challenging situations in our "NetWorld" is that both people and companies can be traditional, modern and/or postmodern, independently of geographical boundaries. Moreover, regarding specific situations, a person behaves different. Let's take as an example a young contemporary mother, who is also working, considering Ronald Inglehart's value map: As a mother she prioritizes values such as family, kids, health. A mix between traditional and modern values As a...
Ronald Inglehart's research began (almost) 20 years ago. In certain way, the upshot of this attitude research was that as societies grew prosperous, they were able to focus on "post-material" values. The cultural value maps, that he and his team developed, show where each country is in terms of relation to authority and relative well-being. The interesting issue is that during the last years each country dramatically changed from one position to other. It looks like people value agendas are...
Identity comes before image, and is an intrinsic part of the institution. It is built on the grounds of history, traditions, and the present and desired future. Internal and external people are part of it. Identity is present in the corporation, in its products and in its services. Image stands for and communicates such identity. Its major challenge is to maintain the coherence between the conveyed concepts, and the business model and the "idea into action" of the institution. It is must to...
The first formal models used for building brands strategies were created during the industrial era and were related to productive processes. These are the most popular ones, and although they have evolved along the years, they still maintain their original characteristics. Iconic model Most of these models were developed in the United States and the fact of America being a young continent has implied, in brand terms, a scheme of thought with iconoclastic features, based on the present and with...
At the time of studying the situation of each company regarding identity and image they can present one of five possible situations. If the apparent identity and image are high (1), we face an institution which, after generating a consistent identity, has achieved an image aligned with its idea in action. It is an entity which shares values with its audiences and communicates them correctly. This includes cases that go from consumer goods, like Zara, to institutions like Karolinska Institutet....
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