Category

News

News

Allegro 234 in the spotlight of European Branding

By | News | No Comments

transform_logo

Over time, Allegro 234 has been positioned as a team of strategic  marketing and branding consulting experts.

This positioning is recognized not only in Spain but also abroad.

Cristián Saracco, Allegro 234 Founding partner, CEO, considered as a branding specialist, has been invited by “Communicate Magazine” as a judge for “Transform Awards 2011″

This is the first time a branding consulting group based in Spain is part of the jury of this European Brand Award.

Branding experts, communications practitioners and academics, will be part of the jury. Among them:

Angus Hyland Pentagram United Kingdom
Cheryl Geovannoni Landor Associate United Kingdom
Christian Birck Holcim Switzerland
Cristián Saracco Allegro 234 Spain
Fiona Atighi Government The Netherlands
Florian Dengler Meta-Design Germany
Fred Burt Siegel+Gale United Kingdom
Graham Hales Interbrand United Kingdom
Marc Cloosterman VIM Group The Netherlands
Neel Bradham InterfaceFLOR France
Rasmus Bech Kontrapunkt Denmark
Ruedi Müller Tatin Scoping Complexity Switzerland
Séan McKnight Dave Soho United Kingdom
Susan Brooks RSA Insurance Group United Kingdom

Transform is Europe’s only awards programme celebrating excellence in rebranding, repositioning and brand transformation.

The Transform 2011 Awards are launched by Communicate Magazine, the UK’s leading magazine for corporate communications and stakeholder relations.

The awards recognise best practice in corporate, product, regional and national rebrands, with categories that focus on strategy, execution, content and evaluation. More than that, they are a platform to discuss reputational change and transformation.

Transform is open to all companies or agencies that have launched a rebrand between April 2009 and December 2010.

It’s important that winners are properly benchmarked and recognised, and that the professionals responsible are acknowledged for their work.

Winners will be announced at a gala dinner on March 22, 2011 in London, UK.

If you want to see last year’s winners

In Allegro 234 we are proud of knowing that our CEO, Cristián Saracco is becoming a renowned branding professional, not only in Spain but also across the border.

More info about Transform 2011

Cristián Saracco  Allegro 234 Spain
Fiona Atighi Dutch Government The Netherlands
Florian Dengler Meta-Design Germany
Fred Burt Siegel+Gale United Kingdom
Graham Hales Interbrand United Kingdom
Marc Cloosterman VIM Group The Netherlands
Neel Bradham InterfaceFLOR France
Rasmus Bech Hanssen Kontrapunkt Denmark
Ruedi Müller Tatin Scoping Complexity Switzerland

Branding | The European point of view | Presentation to EMBAs’ of the Nance College, Cleveland State University

By | News | No Comments

On September 18th, I was invited to make a presentation to the future EMBA’s of the Nance College of Business, Cleveland State University.

This presentation talked about the differences and similarities between US and Europe regarding branding. Below, you’ll find it!

I know that without the verbal comments, parts of this presentation could be difficult to understand, however, the key points are enough clear (I hope!).

If you have any question, do not hesitate to make a comment about it… I’ll be here!

I was honoured and it was a pleasure to share these thoughts with professors as well as the EMBAs’! Thanks!

Apple, the 2009 coolest brand worldwide | Coolest & Gaps Branding Survey

By | News | No Comments

With the participation of more than 1,400 people during the months of December 2009, Allegro 234 conducted the “Coolest & Gaps Branding Survey”.

This survey is the first in which the question about the coolest brand has been opened without a predetermined list [spontaneous, not induced].

Through various media and online blogs, the survey has achieved a high participation level

  • 1,444 participants [valid answers]; 10% more than in 2008
  • Europe 45%, the Americas 45% and Asia 5% [47 countries]
  • 85% of participants working in areas related to branding, marketing, communications and PR

Coolest

The five coolest brands are:

  1. Apple [with more than double of mentions than the second one]
  2. Coca-Cola
  3. Nike
  4. Starbucks
  5. Virgin

A group of brands that follows the top five, includes Amazon, Google, Corona, Lonely Planet and Marriot

Brands like Vueling, Illy, Burton, REI and Patagonia continue being part of the coolest ones at continental and country levels

Even as these are the coolest brands, participants also recognize that there are things to improve:

  • Responsibility: Brands are perceived as not enough attentive to social responsibility and environmental issues
  • Services: People is failing [not living the values that the brand promises]
  • Price: Brand premium price

Finally, two important issues:

  • Communication is only part of the experience [Companies in the telecommunications sector and financial institutions have rarely been mentioned, less than 1%]
  • Coolest brand Experiences are those which are giving real value

Gaps

On average, it is recognized that all companies, regardless of the sector they belong to, need to work on their brand experience

  • Those working in areas related to branding are more pessimistic than the non-related people
  • People fail to decode the message [marketing speaks a language that only they understand]
  • The aspirational is difficult to achieve and produces frustration [is sensed a lack of authenticity and realism]

Finally, in regard to the internal branding experience, 57% (80% more than in 2008) of participants believed that it is inappropriate and/or partially adequate in their business

You can read/download the full document here


Coolest & Gaps Results | Apple, the coolest brand experience

By | News | No Comments
Coolest brands

With the participation of more than 1,000 people, during the months of October and November, Allegro 234 conducted the “Coolest & Gaps Branding Survey”

This survey is the first in which the question about the coolest brand has been opened without predetermined lists [spontaneous, not induced].

Through various media and online blogs, the survey has achieved a high participation level

  • 1,314 participants
  • Europe 55%, the Americas 40% and Asia 5% [39 countries]
  • 70% of participants working in areas related to branding, marketing, communications and PR

Coolest brands

The five coolest brands are:

  • Apple [with more than double of mentions than the second one]
  • Coca-Cola
  • Disney
  • Ferrari
  • Virgin

Two groups of brands follow the top five, including:

  • Adidas, Alfa Romeo, Illy, Moët Chandon, Nike
  • Agent Provocateur, BMW, Jaguar, Nestle, Norwegian Cruise, Patagonia, Red Bull, Starbucks, Volvo, Vueling

Even as these are the coolest brands, participants also recognize that there are things to improve:

  • Associate services: The product meets expectations, what it is around shows deficiencies
  • Warranty: The “small print”
  • Price: Brand premium price

Two important issues:

  •  Communication is only part of the experience [Companies in the telecommunications sector and financial institutions have rarely been mentioned, less than 1%]
  • Coolest brand Experiences are those which are lived with the five senses

The Gaps

On average, it is recognized that all companies, regardless of the sector they belong to, need to work on their brand experience

Those working in areas related to branding are more pessimistic than the non-related people, except in regard to the synthesis of their value proposition [what the brand says]

  • People fail to decode the message [marketing speaks a language that only they understand]
  • The aspirational is difficult to achieve and produces frustration [is sensed a lack of authenticity and realism]

Finally, in regard to the internal branding experience, 60% of participants believed that it is inappropriate and/or partially adequate in their business

  • Those working in related areas are more critical [they base their internal experience on communication]
  • Those working in non-related areas live the experience better because they are considering other factors that go beyond communication

Main contents:

  • The Coolest brand experiences: Global, by continent, by country (US, UK, Spain, Argentina)
  • The Gaps: General and splitted by people related and non-related to branding areas
  • Final conclusions: General and the specific cases of Spain and Argentina
  • Press Release and contact information

Thanks to all the people who made this effort possible (detailed thanks in the full doc)

To make it simple!