{"id":4767,"date":"2010-01-28T17:18:00","date_gmt":"2010-01-28T16:18:00","guid":{"rendered":"https:\/\/allegro234.net\/the-tendentious-dr-utterson-is-back-chapter-1\/"},"modified":"2010-01-28T17:18:00","modified_gmt":"2010-01-28T16:18:00","slug":"el-tendencioso-dr-utterson-ha-vuelto-capitulo-1","status":"publish","type":"post","link":"https:\/\/allegro234.net\/es\/the-tendentious-dr-utterson-is-back-chapter-1\/","title":{"rendered":"Vuelve el tendencioso Dr. Utterson | Cap\u00edtulo 1"},"content":{"rendered":"<p>Some of you, actually only few of you, remember the very beginnings of Brand 3.0&#8230; The original name of this social network was &#8220;Jekyll &amp; Hide on Branding&#8221;&#8230; It had 3 pages and the third one was the one that talked about trends, and the one who &#8216;wrote&#8217; there was Dr. Utterson, the lawyer and loyal friend of Jekyll.<\/p>\n<p style=\"text-align: left;\">So, getting to the point, this is the first post of several which will talk about trends and branding&#8230; connections, implications and challenges&#8230; Hope you enjoy them!<\/p>\n<h3>Trend #1: Status and recognition<\/h3>\n<p>When you interact with other people you will discover (it&#8217;s not so difficult) that almost everything comes back to the need of recognition.<\/p>\n<p>So, in a certain way and as a relative concept, status is like a brand driver; however, it looks like during the next months\/years (perhaps and in certain way due to the crisis) those brands that behaved as traditional status symbols are not going to be the &#8220;aspirational desire&#8221; that we saw before.<\/p>\n<p>As it was said in <a title=\"TrendWatching\" href=\"http:\/\/www.trendwatching.com\" target=\"_blank\" rel=\"noopener nofollow\">TrendWatching<\/a> 2010, &#8220;status is to be attained in many more ways than leading a lifestyle centered on hoarding as many branded, luxury goods as possible&#8221;&#8230;.<\/p>\n<p>In certain societies, financial wealth is becoming something less important&#8230; In those cases, luxury goods would lose relevance.<\/p>\n<p>Hence, status could be understood as:<\/p>\n<ul>\n<li>Green Status: For these people, to drive a Prius would give more status than having a Rolls<\/li>\n<li>Info Status: For people who have an audience willing to hear what they know&#8230; what they have to say<\/li>\n<li>Experience status: it will be more important the story behind the product than some functional\/physical status symbols<\/li>\n<li>Knowledge status: As more people are becoming masters in the use of the tools, to &#8220;know why&#8221; will become a status symbol<\/li>\n<li>Online status: Hmmmm&#8230; You know what I&#8217;m talking about [however, try to avoid the recipes to build your personal brand]<\/li>\n<li>And&#8230; Traditional status will be seen only in emerging middle class people in countries like the ones that belong to the BRIC [Brazil, Russia, India, China]<\/li>\n<\/ul>\n<h3>Challenge #1: The brand understanding shift<\/h3>\n<p style=\"text-align: left;\">This will not be to re-invent the wheel&#8230; If, at least for a moment, we admit that the trend presented before is true [actually, there is no reason to believe another thing&#8230; I&#8217;m just telling what it&#8217;s observed], brands are facing a great inflection point and companies will need to do something:<\/p>\n<ul>\n<li>More than ever, brands must behave as a holistic experience considering the brand itself, the communication, but also, the product, the value perceived, its usefulness, availability, related services&#8230; And other new issues like interactivity, asynchronism and tailor-made<\/li>\n<li>The ones who are acquiring online, info and knowledge status are becoming prescribers&#8230; Brands must make those individuals fall in love with them&#8230;<\/li>\n<li>Luxury brands are facing the end of their golden age. People are beginning to give more weight to issues that are out of the &#8220;economy sphere&#8221; to achieve their desired recognition<\/li>\n<\/ul>\n<p>Actually, it seems like the real issue is not in the brand but in a need of a deep company shift in some encysted beliefs. Dont&#8217; you think?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Some of you, actually only few of you, remember the very beginnings of Brand 3.0&#8230; The original name of this social network was &#8220;Jekyll &amp; Hide on Branding&#8221;&#8230; It had 3 pages and the third one was the one that talked about trends, and the one who &#8216;wrote&#8217; there was Dr. Utterson, the lawyer and [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":5522,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[548],"tags":[34,202,203,204,113],"class_list":["post-4767","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","tag-branding","tag-lifestyle","tag-recognition","tag-status","tag-trends"],"_links":{"self":[{"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/posts\/4767","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/comments?post=4767"}],"version-history":[{"count":0,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/posts\/4767\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/media\/5522"}],"wp:attachment":[{"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/media?parent=4767"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/categories?post=4767"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/tags?post=4767"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}