Esencia de Marca y Estrategia de Comunicación

Brand Essence

• Understanding brand essence involves defining the core purpose and values of a company.
• Brand essence includes natural behaviors in interactions with others and the desired perception the company wants to project.
• The essence of a brand needs to be transformed into consumer benefits, not just product features. Benefits are created in the minds of consumers, not in factories.
• The goal is to create creative, thought-provoking ideas that go beyond what is considered typical.

Strategy Implementation

• Strategic planning should compel precision in identifying problems and crafting effective communication strategies.
• Strategies require genuine commitment and a clear vision.
• The development of a compelling message is important and must be relatable to the audience.
• Evaluating and selecting creative ideas must be done carefully.

Importance of Communication Strategies

• Effective communication solutions must precisely address the problem to be solved
• A well-defined strategy is crucial for impactful communications.
• Thorough strategizing ensures that creative efforts contribute directly to the planned approach.
• Strategies must be persuasive and inspiring for all parties involved.

Contrabriefing and Evaluation

• The contrabriefing acts as a response to the original brief, considering context, market, and brand history.
• It provides a background study of the brand's history, key aspects, and opportunities/threats.
• The contrabriefing helps evaluate proposed work, using criteria beyond aesthetic assessment. The goal is to strengthen, not judge, ideas.

Understanding Authenticity

• Authenticity in branding is defined by 9 key factors including offering the highest value to the market.
• Consumers value brands with clear engagement and communication including easy ways to contact.
• Brand innovation, responsibility, and ethical behavior all contribute to authenticity and trustworthiness.

Marketing Trends and Evolution

• Marketing has evolved from a product-centric approach (1.0) to a more customer-centric approach (2.0 and 3.0), focusing on human needs and values.
• Marketing 4.0 emphasizes adapting to dynamic consumer behavior, guiding consumers through the entire buying journey, and utilizing omnichannel communication.
• Current marketing relies on digital platforms and data-driven insights.

Customer Journey

• The customer journey involves stages from initial awareness to loyalty or advocacy.
• This journey can be influenced by external factors and personal preferences.
• Understanding the customer journey helps marketers optimize their campaigns and build strong relationships.

Defining Brand Influence

• Brands' influence is a combination of internal and external factors.
• Internal factors pertain to company actions or communications, while external factors include external opinions, or societal influences.
• This balance affects customer perceptions and purchasing decisions.

Empathetic Strategies

• Creating empathy in marketing involves understanding and addressing customers’ needs and emotions.
• Research using netnography and community interaction is crucial to truly understand the customer base, and gain actionable insights.
• Empathetic approaches foster trust, loyalty, and brand advocacy.