Connected Experiences

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Saving banks | Statute changes versus brand changes

Saving banks | Statute changes versus brand changes

Recently, with the Spanish saving banks reform we are attending the creation and deployment of new financial institution brands. What is the aim of these changes? Changing a name is actually quite different to changing a brand. Logos had changed, but what about the internal structure? Does it respond to a concrete strategy? A brand has its value; create a new one has costs. The following chart shows a rough cost of each step supporting the change of a brand. Spanish financial system is known...

The tendentious Dr. Utterson | ‘Luxurious’ trend & Branding | Chapter 7

The tendentious Dr. Utterson | ‘Luxurious’ trend & Branding | Chapter 7

Things have changed... The traditional definition of luxury is losing content. Luxury will be whatever you want it to be. Luxury, in a certain way, is related to scarce resources, and they are becoming an individual issue, specially, if the person is desperate to be different and unique. Does this sound like something strange? Now, there are infinite ways to be unique. The days of better, more expensive, bigger are in the past. So, the concept has changed 🙂 Trend #7: Luxurious The key is not...

The tendentious Dr. Utterson | ‘IAmMyBrand’ trend & Branding | Chapter 6

The tendentious Dr. Utterson | ‘IAmMyBrand’ trend & Branding | Chapter 6

Arriving to the "IAmMyBrand' trend, I presume that we arrive to a point of real discussion. As some of you may know, I have a clear opinion regarding personal branding. This is that I'm against that concept: Brands and branding was and is developed to objects: We can work on improving certain identity and build its image We are subjects: We are what we are and that's something difficult to change. We can only work on personal image To work on subjects cannot follow a pre-defined process: If we...

The tendentious Dr. Utterson | ‘From virtual to online’ trend & Branding | Chapter 5

The tendentious Dr. Utterson | ‘From virtual to online’ trend & Branding | Chapter 5

One of the deepest changes during this century has been that we have moved from a world split in real and virtual to one that could be described as offline and online... but always real. Now, there is little room for the virtual! The effect of this new way of understanding our context has produced (also) a modification in our behaviors. In the online real world, the key is not longer to posses, but to allow that things flow. The new leader is not longer the one who has, it's the one who...

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