¿WHAT ABOUT THE ENGINE OF THE BRAND IMAGE?

Marc Ros, partner of Risto Mejide in his advertising agency, says that “Corporate Social Responsibility is a department for to look good to the others and it have to die”. This is the headline of the interview published in Jot Down. Watch out! We must continue reading so that this advertising clarifies that “CSR (…) is a behavior: how the company behaves with society, with nature, with the employee, with the children of employees, with the grandparents of the employees, with consumers, with animals and with anyone.

“Do not go too far to find the points that would make up the ethical responsibility of the company, Wikipedia, the list:

  1. Serve society with useful products and under fair conditions.
  2. Create wealth in the most efficient way possible.
  3. Respect human rights with decent working conditions that favor occupational health and safety and the human and professional development of workers.
  4. Ensure the continuity of the company and, if possible, achieve reasonable growth.
  5. Respect the environment, avoiding as much as possible any type of contamination, minimizing the generation of waste and rationalizing the use of natural and energy resources.
  6. To comply strictly with the laws, regulations, norms and customs, respecting the legitimate contracts and commitments acquired.
  7. Seek the equitable distribution of the generated wealth.
  8. Maintenance of business ethics and fight against corruption.

AlaOeste Communication think that Corporate Social Responsibility is still to be released and that is the future: a multiplying factor of communication and the true driving force of the brand image.

DEFINITELY WE LIKE RED

Until now, the different varieties of the Coca-Cola family or in terms of marketing, “depth of product”,  had their own design, image and publicity. This new strategy proposes a “unique brand” in order to identify all those individual brands with which until now Coca-Cola worked and configure a new model of global communication. This strategy, presented in scoop in Spain, has been extended in Russia, Singapore and Chile, although it hopes to reach all markets.

The visionary of the problem that beset Coca Cola was Zoram Vucinic, the company’s top executive in Moscow, who noticed the lack of the mother color, “the Coca-Cola red” on the supermarket shelves. The colors of the different products of the same line – black for Zero, silver for Light and gold for Caffeine free – were eating the red of its long 129 years of history.

The new design of Coca-Cola recovers the red color in all its lines: the red color as the protagonist and with details in the lower part of the packaging to identify each variety. A design that encompasses all Coca-Cola varieties and thus grants brand recognition to the parent brand. The coolest thing in history is that this project has been led by Spanish professionals.

“INFLUENCER MARKETING” DOES NOT EXIST.

There is Marketing, there is Public Relations and there are opinion leaders.

Wikipedia makes it clear to us: “Public Relations (…) are a set of communication actions coordinated and sustained over time, whose main objective is public links with different audiences, techniques and instruments (…). ) advertising, marketing, journalism, among other branches and professions Google defines Marketing: A set of tools and studies that aim to improve the marketing of a product.

Therefore, when it comes to influencer marketing, we refer to a communication strategy aimed at opinion leaders to promote sales. Of all life, come on! I have read these days, precisely on the Internet: “Influencers marketing does not stop ringing in our ears like the typical fashion term that has been installed by professionals of marketing and communication for just a year. However, (…) these practices are not so recent for many of these professionals, and some data have not stopped surprising us by the degree of maturity that already exists around this discipline. ” Well, talking about influencer marketing is just a fashion term. Because, it is a mature discipline: we practiced Public Relations with this name since 1822 and the birth of Marketing can be placed between 1730 and 1820, more or less.

PUBLIC RELATIONS: DO MORE, SAY LESS.

¿Ivy Lee o Edwad Bernays? Ivy Lee or Edwad Bernays? I do not clarify who said that: “do it well and let it know” it is which Public Relations are based. What we real know is that in the last century – Ivy Lee founded the first PR office in New York in 1904 – we have focused our efforts on the second part of copulative: on “making it known”.

For “making it known” we have invented and used a multitude of communication tools, and with more or less interest (normally depending on the degree of “sale” that our communication should have reached), we have valued the feedback of our target audience. That is, if we addressed the customer much more than if we addressed the company’s employees.

What happens in the XXI century? The paradigm has changed. We must emphasize Public Relations in the “doing it right” because the great public square that is today Internet and its powerful Social Networks collect (without our asking) the public opinion in the raw and this is published ipso facto at the mercy of all our public without us being able to remedy it. Examples, many.
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NO MORE PAPER, “APP” PLEASE.

The added value is the key. Searching for the best technology is just the way to improve what already exists. We change the paper books to the “smart” books: the book in an app on your Smartphone. And in this new kind of book you can take notes, search by keywords, underline, make headlines, select information of the tables and figures…and send it to a friend. Utilities that paper does not provide. A new editorial tool that we work for SEPAR (Spanish Society of Pneumology and Thoracic Surgery). You can download the free application in App Store and Google Play..

BRANDS IN THE NEWS

In “Brands in the news”, a chapter in my book La marca corporativa (“The Corporate Brand”), I made the following assertion: “one of the most complex situations a brand may find itself in is being featured in the news”. It’s been many years since that time when, as a professor at Vic University, I wrote this article, but this statement remains valid. If back in 2005, featuring a brand in the news was a complex issue, and conveying the most appropriate values to sell it even more so, today it is a major challenge.

I said “sell”. Yes. Sell. In times of absolute crisis, I have decided to streamline the way I express myself, to strip my business language of the flourishes we’ve all been making up – to charge clients more, I guess, for a job that already existed, although under a different name. So, why should a brand want to appear in the media as news? To sell more, and this noble purpose is exactly what a business is about.

Are there any other purposes for a business, besides sales? My answer is “no”. If we define “sales”, we’ll be able to see that all the objectives we can set, including some that may seem far removed from this concept, e.g. lobbying, perfectly fall within their realm.