Hispanic Entrepreneurs
In Hispanos Emprendedores he brings you an interesting talk called What do we talk about when we talk about brand? That will allow you to have another notion about this broad topic that will continue to be valid for a long time.
Carlos Figarella, design director of the Media Factory explains the importance of image. He considers that it is a core area of the business, it is not an expense within the business plan, “this is part of the strategy of the company's organization. It is a discipline that must be taken into account when we are undertaking ”.
¿What is a brand?
The expert clarified that the brand is not a logo, he defined it as expectations, memories, stories and relationships that together support people's decision to choose one product or service over another, remembering what Seth Godin said.
He explained that the brand also has to do with the user experience and with the visceral instinct of people with respect to a product, service or organization, "when we see a brand we can feel things."
He also commented on the stage today the brands. In the first place, they face the saturation of offers, especially in the digital plane and in order to distinguish ourselves from the others, there is talk of radical differentiation, starting to create new categories.
Then there are the new demands of the audiences, more related to justice and transparency, the Covid-19 pandemic, digital transformation, among other things.
In addition, Figarella spoke about the challenges that brands face today as a result of the scenarios that are presented. He argued that they should go from promising to creating experiences, from communicating commercially to giving valuable content and telling stories, from selling to creating relationships and from giving an image to creating culture. The goal is to connect with the audience.
If you want to know more, go to our YouTube channel and enjoy the full talk from our expert https://www.youtube.com/channel/UCZWtGtEAw-5k0Q1CIIfhjyw
