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At the National Marketing Congress, experts spoke about codes and effective communication.
Brand loyalty is a fundamental piece for them to be powerful.
Being able to adapt to the new generations is important for a brand to remain current.
The National Marketing Congress is an excellent platform to understand and learn about the new trends, challenges and areas of opportunity that companies have with the new social environments. Big brands have exposed their ideas to enrich experiences in the marketing industry.
One of the main challenges that various brands have faced is the transition of generations, especially with those companies that have been in the market for decades. Faced with this panorama, experts such as Luis Parra, coordinator of the Master’s Degree in Brand Strategy and Innovation, and Enrique Ortega, coordinator of the Master’s Degree in Strategic Communication Management of the La salle university In their presentation at the #CongresoMerca20 they talked about codes and communication in building powerful brands.
This session was very nutritious in the sense that through various examples They were able to glimpse the scenario that brands face when they fail to have effective communicationas well as the consequences that arise from not using the appropriate codes when talking about strategies of rebranding.
The academics pointed out the 4 important pillars:
- Communication and recognition: Which deals with how brands are recognized, as a product or service.
- Perceived quality: How the definition of the product is generated, with respect to the consumer.
- Brand association: What elements converge for the consumer to identify the brand.
- Brand loyalty: The speakers mentioned that brand loyalty still exists and that this is the most important point for each company.
The way in which the codes are communicated makes the difference between companies, because when what they want to communicate is coherent with what goes out to the public, they become powerful and relevant, if it is the opposite case, what happens is that consumers speak, This means that it translates into the number of sales.
To achieve success in campaigns or rebranding It is important to take into account the colors, graphic elements, communication tone, stimuli, mind set. All this is also part of how the consumer manages to identify a brand.
“What is that approach of the brand that allows a much more precise decision to be made on the way in which I am going to approach the consumer to define a market strategy”, they commented.
One of the cases that they presented about mistakes that the brands had was I ♥ NY, which implemented a collaboration strategy with We ♥ NY, however, the message was understood as a rebrandingbut it was not like that.
The speakers They pointed out the relevance of being able to adapt to new social environments, such as ‘generation Z’, in addition to the fact that the contents must be relevant, taking into account the option of renewing themselves and adapting, as well as specifically considering what they want to see the user.
Another example was Cemex, who after years made the decision to renew its logo, however, the criticism of this redesign was negative, since the font they used (which is not bad) was taken from a free bookstore, the controversy is ongoing. that the previous logo was designed by Future Brands, a highly renowned agency, which even designed the graphic identity of American Airlines.
Finally, they exposed the case of Tropicana, who in an attempt to refresh the brand by changing the packaging, but this caused great losses in sales and after a timely assessment, they returned to the previous design. What was wrong? A bad structure of the design, because they removed the code of naturalness and the color contrasts were not ideal.