Identity.
How does the brand express itself?
Brands that matter to people and drive business
To be relevant and add value, brands have to be connected to many realities in continuous transformation
Connected to people’s reality
We have different concerns and motivations, as well as tastes, passions and desires. Real brands are brands that listen, stop talking about themselves and focus on meeting people’s real needs. These are brands that matter, and if they were to disappear they would leave a huge void in society.
Connected to companies’ reality
To provide sustained economic value, brands must move from being a communication resource to become a central axis of a company’s business strategy. Real brands inspire companies’ actions, decisions and behaviours and drive their growth and transformation.
Connected to the reality of the context
The changes driven by digitalisation generate new realities such as metaverses, tokenisation and NFTs (among others), which require brands to define new strategies and play new roles. Real brands are brands that are connected to a changing and complex reality in order to face the challenges it poses and take advantage of all its opportunities.
Four key dimensions to build a real brand
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Experience.How does the brand make people feel?
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Community.How does the brand create lasting bonds?
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Innovation.How does the brand continually surprise us?
The more and better the brand activates and connects the four dimensions, the more powerful it will be
Is your brand a "real brand"?
These are some of the characteristics that make a brand real.
They’re useful
Beyond providing solutions with their products or services, real brands inspire and add value through initiatives and content that inform, entertain, educate and make our lives easier.
They’re part of our identity
Real brands are brands that help us express who we are and what we believe in. We like to surround ourselves with them because we feel they define us and connect us with others who have similar interests and values.
They’re determined and courageous
They’re clear about who they are and what role they play in their industry. They are not afraid to speak out on issues of concern to their community, even though they may be controversial at times.
They’re benchmarks
They do extraordinary things that others don’t do. They get us to admire them and talk about them. They’re leaders in their category for the communities with which they interact.
They have a positive impact
They are brands that make people’s lives easier, generate cohesion in companies and return to the ecosystem what they borrow from it.