Category: Marketing

Ah! the important thing is to create the brand concept!

by Víctor Raúl Ordóñez | Jul 16, 2024 | Branding, Business, Leadership, Marketing

The definition of a brand goes beyond visual design or advertising messages.

Es el proceso central donde se definen los valores fundamentales, la filosofía y los pasos que guiarán cómo la marca sirve a sus clientes y toma posición en el mercado.

Before embarking on creating a logo or crafting meaningless messages or advertisements, entrepreneurs should take time to reflect on what principles and promises they want their brand to represent.

Doing so not only ensures consistency in all future communications, but also establishes the conditions necessary to build strong and meaningful relationships with your target market.

When brand conceptualization is neglected, the message and the benefits the brand offers may be misinterpreted or misunderstood by the target audience.

This leads to a poor connection and poor understanding of what the brand stands for and how it can meet consumer needs.

Here are three examples of how poor execution in brand conceptualization, design and messaging can result in wasted resources, team burnout and failure to connect with the potential market.

Inconsistency in communication. If a company does not clearly define its brand concept from the beginning, it may end up sending contradictory messages through different marketing channels. For example, a company that presents itself as green on its website, but promotes non-sustainable products on social networks, confuses consumers and loses credibility.
Waste of resources. A logo design made without a clear understanding of the brand concept can lead to continuous revisions or even a complete redesign, which wastes time and money. A common case is when a company launches a logo that does not adequately reflect its core values or identity, resulting in costly subsequent changes.
Lack of connection with the market. If a brand does not clearly articulate how it benefits its customers in a unique and special way, it runs the risk of being perceived as just another generic option in the marketplace. For example, a coffee shop that does not communicate why its coffee is different from its competitors could lose potential customers who are looking for a unique experience or added value that they cannot find elsewhere.

An effective brand concept always focuses on the customer and how the brand can meet their specific needs in a way that no other brand can.

This allows consumers to quickly identify the distinctive benefits of the brand and prefer it over other available options. Establishing this solid foundation prior to any marketing activity ensures that all subsequent efforts are aligned and maximize the impact on the target market.

In short, it is crucial for small business owners to invest time and effort in conceptualizing their brand before proceeding with visual design, marketing messages and social media presence.

This approach not only avoids wasting resources and wearing out the team, but also ensures that the brand communicates effectively and meaningfully with its audience, thus establishing a solid foundation for long-term growth and success.

Quality is essential for a brand

by Víctor Raúl Ordóñez | Mar 21, 2024 | Branding, Business, Economy, Marketing

Quality is the primary factor that adds the most value to a brand.

This quality forms the basis of the customer experience, surpassing even communication and advertising in terms of relevance.

While communication plays a crucial role in spreading the brand message, its true value lies in the tangible benefits it delivers to consumers.

Steve Jobs, in an interview, highlighted the superficiality of advertising awards.

For him, the success of a brand is not determined by the number of awards it receives in advertising contests, but by its ability to exceed consumer expectations. This statement underlines the importance of focusing on the quality of the product or service, rather than relying exclusively on communication strategies. There are numerous examples of companies that have won awards for their advertising campaigns, but ultimately failed to achieve the expected commercial success. These situations highlight the disparity between advertising industry recognition and consumer perception. The examples below clearly illustrate the disparity between advertising industry recognition and consumer perception, and show how even award-winning advertising campaigns may not translate into commercial success for brands.

First, the South Korean brand Samsung has been recognized for its innovative advertising campaigns that have won numerous industry awards. However, there have been times when these campaigns have failed to significantly drive sales. Despite its outstanding advertising performance, Samsung has faced challenges in consumer perception and product differentiation in a highly competitive market.
Another prominent example is that of a food company such as PepsiCo. In the past, PepsiCo has launched highly praised advertising campaigns that have won numerous industry awards. Despite the quality of these campaigns, in some cases, they failed to drive sales significantly.

Finally, one can mention the case of a fashion brand such as Calvin Klein. Calvin Klein is known for its disruptive and provocative approach to advertising, which has earned it numerous industry awards and accolades. However, even with highly creative and visually stunning campaigns, the brand has experienced times when sales have fallen short of expectations despite the advertising recognition.

These examples demonstrate how successful advertising and industry recognition do not always translate into a fundamental increase in sales or positive consumer perception of the brand. Ultimately, product quality and the brand’s ability to meet consumer expectations are fundamental factors that determine a brand’s true value and success in the marketplace. What a good marketing and communication system can achieve with a great product and service:

Extend the reach to more audiences.
Reinforce positive ideas and opinions.
Create barriers to competition.

It is difficult to put a value on how much sales growth marketing and advertising can generate, although two studies report an increase of 14 to 17%.

Kantar Millward Brown study: The “BrandZ Top 100 Most Valuable Global Brands” study found that brands with strong marketing and advertising grew by 17% in value in 2022.
Forrester study: A Forrester study found that companies that invest in digital marketing experience a 14% increase in brand equity.

Tips to increase the value of a brand with marketing and advertising:

Develop a clear marketing strategy aligned with brand objectives.
Invest in high quality content that is relevant to the target audience.
Use a variety of marketing channels to reach target audiences.
Measure the impact of marketing on brand equity and make adjustments to strategy as needed.

Additional resources:

Brands are economic agents to compete

by Víctor Raúl Ordóñez | Feb 28, 2024 | Branding, Business, Economy, Leadership, Marketing, Sin categorizar

In an increasingly competitive economic environment, brands are essential agents to compete and achieve a prominent position in the market.

The role of a brand goes beyond simply identifying a product; it becomes a strategic tool for companies seeking to stand out and prosper.

Next, we will delve into the reasons why brands are critical in this context and how they can benefit companies by making them more competitive.

Competence Generation. Brands not only represent products or services, but also embody the identity and values of a company.

In a saturated market, competition is inevitable, and well-defined brands allow companies to stand out from the crowd.

Differentiation becomes the key to attracting consumers, and a strong brand becomes a strategic asset to achieve this.

Competitiveness Benefits. Competitiveness not only drives business growth, but also generates a number of benefits.

By positioning itself as a leader in a market, companies can access greater business opportunities, attract investment and strengthen their presence both nationally and internationally.

Competition also drives innovation, as companies constantly seek to improve their products and services to outperform their rivals.

Demand Generation: Demand, a vital element in any economy, is intrinsically linked to the minds of consumers.

Effective brands have the ability to create and stimulate demand by emotionally connecting with their audience.

The positive perception of a brand in the minds of consumers can significantly influence their purchasing decision, even when faced with similar options in the marketplace.

Conceptualized Business as a Brand: Conceptualizing a business as a brand involves strategically intertwining product and communication.

Branding is not only about an eye-catching logo, but also about the narrative that is built around it, the added value that is communicated to customers, prospects, suppliers and interested public.

When a business is perceived as a brand, a deeper connection is established with consumers, which goes beyond the simple commercial transaction.

This emotional connection creates loyalty and fosters long-term relationships.

Great Brand Strategists in History

Estée Lauder:
- Brand: Estée Lauder Companies.
- Strategy: Lauder was a pioneer in creating a luxury experience for its customers.

- Its focus on quality, personalized service and exclusivity contributed to position its products as symbols of elegance and sophistication.
Richard Branson:
- Brand: Virgin Group.
- Strategy: Branson was noted for challenging conventions in various industries.

- Its bold and disruptive approach, coupled with customer focus, made Virgin a globally recognized brand.
Coco Chanel:
- Brand: Chanel.
- Strategy: Chanel revolutionized fashion by focusing on simplicity and elegance.

- The brand has remained relevant through constant innovation and the creation of a timeless style.

These brand strategists demonstrated that building a strong brand is essential to business success, and their innovative approaches continue to inspire companies today.

You can also read the following article in DesignRush, which is very interesting: https://www.designrush.com/news/olivia-wilde-directs-heartwarming-spot-for-volkswagen

Mexico needs to build great brands

by Víctor Raúl Ordóñez | Feb 21, 2024 | Branding, Business, Marketing, Sin categorizar

In the Latin American context, specifically in Mexico, the lack of development of a large number of global brands can be attributed to various factors, including the lack of vision and long-term perspective in business strategies.

We will then analyze this phenomenon from the perspective of the commoditization of companies, in contrast to long-term capitalization, and offer three recommendations for managers seeking to expand their businesses through a solid branding strategy.

First, the tendency to focus on immediate, short-term results has been a predominant characteristic of many companies. This mentality, focused on quick profits, has limited the ability of organizations to invest in long-term brand building and consolidation. Instead of developing a strong, differentiated brand presence in the marketplace, many companies pursue transitory marketing strategies that fail to generate lasting connections with consumers. The lack of a long-term vision is also reflected in the reluctance of some companies to invest in research and development. Constant innovation is a crucial element in building lasting global brands, but many companies in Mexico do not allocate the necessary resources to drive creativity and continuous improvement of their products or services. Another aspect contributing to the lack of global brands in the region is the absence of a mindset focused on long-term capitalization. Instead of considering investment in brand building as a strategy to increase the long-term value of the company, some organizations adopt a more commoditized approach, seeking to maximize profits immediately. This perspective limits the ability of companies to create iconic brands that transcend borders and position themselves in the minds of consumers. To reverse this trend and foster the development of transcendent brands, business managers can implement the following recommendations:

Invest in research and development (R&D): Allocating significant resources to R&D allows companies to not only stay ahead of the curve in terms of innovation, but also to create unique products or services that generate long-term brand loyalty. Develop long-term brand strategies: Rather than focusing exclusively on short-term marketing tactics, it is recommended that managers develop brand strategies that transcend time. Building an authentic and consistent brand identity over the years will contribute to the creation of a solid reputation.

Nurturing lasting relationships with consumers: Building a great brand involves establishing fundamental connections with consumers. Fostering long-term relationships based on trust and authenticity can lead to a brand being perceived positively internationally.

In conclusion, the development of global brands in Latin American countries such as Mexico is limited by a lack of long-term vision, excessive commoditization and underinvestment in fundamental aspects such as research and development. However, by adopting strategies focused on long-term brand building, companies can position themselves more effectively in the domestic as well as the international market and contribute to the sustainable growth of their businesses in an economy where consumers and the entire value chain benefit.

Digital marketing is not a switch

by Víctor Raúl Ordóñez | Feb 1, 2024 | Business, Marketing, Sin categorizar

Demystifying Digital Marketing: More than a Switch, it’s a Continuous task.

In the fast-paced world of digital marketing, the nature of the discipline is often misunderstood.

Some might see it as a magic switch that, when turned on, immediately generates a steady stream of prospects and customers.

However, the reality is much more complex and requires a deeper understanding of consumer psychology and a well-crafted strategy.

1. Market Insight: Beyond the Numbers

Digital marketing is not simply about reaching a certain number of clicks or impressions. It is crucial to understand the audience on a deeper level.

Each person in the marketplace is unique, with his or her own motivations, concerns and decision-making processes. An effective approach involves understanding these complexities and adapting strategies accordingly.

2. Strategy: The Foundation for Long-Term Success

Contrary to popular belief, digital marketing is not a one-time event. It’s not about launching a campaign and expecting instant results.

True effectiveness lies in a well-planned and disciplined strategy. This involves creating relevant and valuable content, continuously optimizing campaigns and adapting to changing market trends.

3. Disciplined Consistency: Building Trust Over Time

Consistency is key in digital marketing. It’s not just about being present, it’s about being consistent in delivering quality messages and content.

Building trust takes time, and disciplined repetition of messages strengthens the connection with the audience. Trust is an invaluable asset that accumulates over time, not an instantaneous result.

4. Capitalizing on Time: Patience as an Entrepreneurial Virtue

In a world obsessed with instantaneity, digital marketing requires patience. Building a solid presence and genuine connection with the audience takes time. It is a process of capitalization over time, where every interaction and every campaign contributes to a stronger and longer lasting presence in the market.

conclusion: Digital Marketing as Art and Science

Demystifying digital marketing involves recognizing its complexity and embracing the reality that it is not a magic switch.

It is a combination of art and science, where deep market understanding, strategic implementation and disciplined consistency are the driving forces for long-term success.

Ultimately, digital marketing is an investment in building strong and lasting relationships with a unique audience.

Artificial intelligence, branding and marketing

by Víctor Raúl Ordóñez | Jan 11, 2024 | Branding, Marketing, Sin categorizar

En la actualidad, la gestión de estrategias de marketing digital se ha vuelto un desafío cada vez más complejo y apremiante para las empresas.

This dynamic scenario has been greatly influenced by the irruption of artificial intelligence (AI), a variable that has completely transformed the way companies must approach their strategies to stand out in a saturated digital market.

The complexity lies in the need to adapt to a constantly changing environment, where information overload and rapidly evolving technologies make traditional strategies insufficient.

The urgency, on the other hand, stems from fierce competition for consumer attention and the need to remain relevant in a digital landscape that shows no signs of slowing down.

In this context, the introduction of artificial intelligence has added a new layer of complexity, but has also presented significant opportunities.

AI’s ability to analyze large volumes of data, personalize messages, and improve customer experience offers revolutionary potential for digital marketing strategies.

Throughout this article, we will further explore this growing complexity and discuss three essential solutions that can guide companies to success in this challenging environment.

From AI-driven personalization to strategic integration of branding and marketing, and a holistic approach to customer experience, we will examine how these solutions can make a difference to the effectiveness of digital marketing strategies in the age of artificial intelligence.

Three key solutions

AI customization

Personalization has always been a crucial element of marketing, but AI has taken this practice to an unprecedented level. Massive data collection and analysis allows companies to understand individual consumer behaviors, making it easier to create highly personalized and relevant messages. Implementing AI systems for personalization can be an effective solution to stand out in today’s digital noise.

Marketing platforms with machine learning capabilities can analyze real-time data, identify behavioral patterns and adjust marketing strategies dynamically. This ensures that messages are delivered at the right time and through the most effective channels, optimizing user engagement. Companies that adopt this solution can deliver personalized experiences that resonate with their audiences, generating loyalty and increasing the effectiveness of their campaigns.

Integration of Branding and Marketing Strategies

In an information-saturated world, consistency and integration are critical. AI can help align branding and marketing strategies more efficiently. Using advanced algorithms, companies can analyze brand perception across multiple channels and adjust their messaging to ensure consistency and authenticity.

Implementing AI-based sentiment analysis tools can provide valuable insights into how consumers perceive the brand across different platforms. This allows companies to tailor their strategies to address specific concerns or highlight attributes that resonate positively with their audience.

AI-backed integration of branding and marketing strategies not only simplifies management, but also strengthens brand identity in an increasingly complex digital marketplace.

Integrated Approach to Customer Experience

Artificial intelligence is not only about personalization and data analytics; it also plays an important role in improving the customer experience. Implementing AI solutions for customer service, such as machine learning-powered chatbots, can ease the operational burden and provide fast and accurate responses to customer queries.

In addition, AI can be used to anticipate customer needs and preferences, anticipating their expectations. From the first interaction to post-sales, a holistic approach supported by AI ensures a cohesive and satisfying customer experience across all touchpoints.

In conclusion, managing digital marketing strategies in the age of artificial intelligence may seem challenging, but it also presents exciting opportunities.

Adopting AI-driven personalized solutions, integrating branding and marketing strategies, and focusing on improving the customer experience are crucial steps to address the growing complexity of the digital landscape.

By embracing these solutions, companies can not only stay ahead of the curve, but also thrive in a dynamic and competitive business environment.

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