Winds of change in the world of brands. We can feel them. They are not timid breezes but powerful hurricanes. We are seeing how the relationships between brands and people change. The bad thing is that most people and companies do not react well to the unknown. Brands, managed by people, run by people, chosen by people, loved or hated by people, are not alien to this new society of uncertainty. The good thing is that those who know how to take advantage of the strength of the wind have the best possible future ahead. Everyone is looking for the map that will lead them to the future.
There are brands that instead of looking for it, they create it, they make the difference, they create the new rules of the game. They draw that map. They lead. Everything, in the world of brands, is in the process of change, the only truly stable element is the person. In 100 years everything will have changed except one thing: human emotions. We are in the transition from the transactional economy to the emotional economy. Meanwhile, the customer – the person – becomes more and more demanding. Brands look keenly to capture your attention. In this new context of news and uncertainty, brands compete to achieve that attention that opens the door of their mind and their heart, to enter their wallet. If today brands fail to capture the attention of people, they must leave the market. Attracting attention is not easy, conquering it is even less. However, whenever something new is born, new opportunities,new channels, new ideas, new formulas, new creations emerge.
Brands begin to assume that if they do not arouse the interest of the audiences they have little to do. They recognize, even warmly, that without values that connect people there is no future. They accept that you have to build from the emotional and from the inside out of the organization. They internalize that people are the essence of the company, which are no longer the ambassadors of the brand; they are the brand. They admit, finally, that the brand must be placed at the center of the strategy, endowing it with the care, zeal and pampering that such a strategic asset should have. They finally embrace the digital transformation (I prefer to call it cultural) and change the concept of “or” for the “and”. No longer it can be divided or subtracted, the Digital Age invites to add, to integrate, to complement.
There is no need to repeat that without a good branding and marketing strategy there is no future. And without integration between Branding and Marketing there is no tomorrow. My contribution to removing some uncertainty is Brandketing. Let us return to the beginning, even before the hurricane of the internet, of the cyclones of social networks and mobile devices. “What is the difference between Branding and Marketing?” This has been one of the questions that I have been asked most in the media and business schools of Spain, Mexico, Argentina, Mexico, Peru, Colombia, Dominican Republic or Ecuador to name a few.
Brandketing establishes the soul and voice of a company, service, or product. Branding itself has no voice, and Marketing has no soul, so it is important that they work in an integrated and collaborative way. Brandketing is a new word for a new world. Branding without Marketing is dumb. Marketing without Branding lacks substance and fails to connect with the customer. Brandketing, therefore, is the addition and integration at every level of the soul and the voice of a brand. Being Branding more strategic and Marketing more tactical, nothing better than such integration. Marketing certainly contributes to Branding but the latter is much more relevant than any marketing action. Advertising talks about the brand, tells the story and the stories of it. Although as Kotler put it, “there is no better advertising than satisfied customers.”
Good Branding is essential for structuring team interactions, cultivating a greater sense of belonging and commitment. Encourage creativity, deepen empathy and align all members of the organization around specific objectives and results. I believe, as I said, that it is time to establish in the organizations the idea of Brandketing not as a concept, or philosophy, but as an essential reality to eradicate uncertainty. The integration of two worlds, the sum of knowledge, the use of the best of each specialty. A necessary and perfect symbiosis of the nature of the brands. It is worth remembering that in the Digital Age everything that does not add up, remains. No Brandketing can not exist successful brands. The point is that good Brandketing can be as memorable as bad Brandketing. Brands have to decide how they want to be remembered. We live in the era of extreme competition, and any competitive advantage has been reduced to a comparative advantage. One of the serious problems of companies is that they confuse meanings and look for marketing and advertising without having clear what brand they are, or what brand they want to be..
The most successful companies are those who create only what they can offer to the world. It goes beyond growth and money, it has to do with its excellence, its respect for others, its ability to improve people’s lives. This sum of factors are the culture, the soul and the voice of the organization. Build an interesting brand. Relevant for people. Support your culture in honest and transcendent values. Make it exciting. Make it interesting. Make it human. Communicate well. Keep the promises. Integrate Branding and Marketing. With an open mind to the new. Choosing to create the future, to predict it. Choosing to be the protagonist of this new era. Taking advantage of crises as an opportunity.
Remember that there are winds of change in the world of brands. We can feel them. They are not timid breezes but powerful hurricanes. And those that do not have the clear course, will never arrive to good port. The future of brands belongs to the bold, the creative, the innovators, who create new rules and draw new maps for new worlds. That future that everyone longs to reach belongs to those who have the vision to imagine it and the courage to create it. A new era has begun. When winds of change blow, some raise walls and others build mills.