Esencia de Marca y Estrategia de Comunicación

Study Notes

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.

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.

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.

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.

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 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.

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.

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.

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.