Conference The Future Of Branding


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The future of branding: what will happen in the 21st century?
Part of a series of conferences given at the Universidad Panamericana and at the ITESM, Campus Toluca

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Conference The Future Of Branding

  1. 1. Brand Evolution: Where are we going? See the need: fulfill the need or reveal the dream? Preparado por MBA Nicola Origgi
  2. 2. <ul><li>Becoming a legitimate part of people’s lives </li></ul><ul><ul><li>Greater understanding, sensitivity to the human condition, psychology, cultural influence… </li></ul></ul><ul><li>Consumers have values…so do brands </li></ul><ul><li>Brand equity decreases the more disconnected it becomes with the value of the prevailing (targeted) culture </li></ul><ul><li>We need to understand culture: real culture. </li></ul>
  3. 3. <ul><li>Nowadays consumers are not what they used to be </li></ul><ul><ul><li>They look for experiences </li></ul></ul><ul><ul><li>They love to feel good with themselves </li></ul></ul><ul><ul><li>They are so difficult to reach… </li></ul></ul><ul><li>Brands must evolve. They are lovemarks rather than trademarks </li></ul><ul><ul><li>Betray the consumers (and his / her values) and you shall lose them forever </li></ul></ul><ul><ul><li>Involve them, make them feel good and you will perhaps win them over, even though not for ever… </li></ul></ul>
  4. 4. Mood and Experience Enhancement Technology is human: The aim is a balance Empowerment, self Creation, personal expression The luxury of ethics: humanity, Ecology, the right of indignation Brand strategy
  5. 5. Mood and experience enhancement <ul><li>The advent of experiential marketing </li></ul><ul><ul><li>Theme parks, experiential museums, concept stores, events…Just stay relevant . </li></ul></ul><ul><ul><li>Must have a meaning </li></ul></ul>
  6. 6. A few examples
  7. 7. Technology is human <ul><li>Use technology to help people have a better life by discovering new ways of reconnecting with their values as human beings </li></ul><ul><li>Create a stronger brand experience, more fulfilling to develop a strong emotional bond </li></ul>
  8. 8. A few examples
  9. 9. Empowerment, personal expression <ul><li>Consumer as creator? </li></ul><ul><li>An everyday hero? </li></ul><ul><li>Collaboration in branding: consumers are helping to create brands </li></ul><ul><ul><li>Brand will have to become more flexible to allow interactions with consumers (and creation) </li></ul></ul><ul><li>What is the risk? </li></ul>
  10. 10. A few examples
  11. 11. Ethics, the right to feel indignated <ul><li>Increased importance of ethical ideals: a sense of well-being on a spiritual and moral level has become something our society now really cares (Maslow Pyramid) </li></ul><ul><li>It’s part of culture: relevant brand must demonstrate sustainability and guilt-free </li></ul><ul><li>Brands become people’s partners in this search as long as they are rooted in real desires and dreams of customers </li></ul><ul><li>Being useful is crucial </li></ul><ul><li>The glamorous green </li></ul>
  12. 12. A few examples
  13. 13. So now, how to communicate? <ul><li>Getting to consumers is not as easy as it used to be a few years ago… </li></ul><ul><li>Cable TV, Web, etc.  audience is fragmentating </li></ul><ul><li>Are we really making an impact? How do you know that? </li></ul><ul><li>Engagement now will be the crucial variable in: </li></ul><ul><ul><li>Message </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Communication </li></ul></ul>
  14. 14. THANKS A LOT