The semantic branding

The semantic blog

Ice spheres for a unique drink experience

7 Comments - Add comment Written 2 days ago by cristian.saracco

Taisin, a Japanese company, has introduced that creates ice spheres. The issue is that they discovered that spheres of ice are preferred by serious on the rocks drinkers because the reduced surface size means that the ice melts at a slower pace, keeping drinks from getting watery to quickly.

Bartenders in Japan consistently take home top honors at global competitions because there is an intense devotion to making simply the best drink, of which perfect ice looks like an obvious component.

Tags: trends, inspiration, insights

Axe... Where we met?

0 Comments - Add comment Written 6 days ago by cristian.saracco

This Axe ad, less "hot" than others (and less macho style), maintains the spirit of the brand ... It shows, somehow, some share codes with its consumers.

It's a good example of how to understand your tribe... As Erich Joachimsthaler tells us in his new book, "Hidden in plain sight"

Axe creates a brand experience to its tribe ... If you do not use Axe is because, even belonging to its target segment, you have other behaviors ... another agenda values... you belong to another tribe...

And... if you don't use deodorant... The story is quite different, specifically for the people around you :)

Tags: branding, experience, axe, tribe, cristián saracco, strategic marketing, erich joachimsthaler

Eco-Branding... More than chic!...

0 Comments - Add comment Written on 08-May-2008 by cristian.saracco

eco iconic

As we can read in TrendWatching, over the past few years, we have moved from eco-ugly (ugly, over-priced, low performance alternatives to shiny 'traditional sphere' products and services) to eco-chic (eco-friendly stuff that actually looks as nice and cool as the less responsible version).

Now it looks like we are moving to a new stage... to eco-iconic: "Goods and services sporting bold, iconic design and markers, that help their eco-conscious owners to visibly tout their eco-credentials to peers"

So, it looks like it's time for branding... It's not only a question of chic, iconic and/or whatever... The eco-tribe, in certain way post-modern, is looking not only for fashionable goods. No brand experience left out there that has not seen its carefully scripted messages torn apart, if not exposed for inconsistencies or broken promises...

The experience is build on honest behaviours... Companies have to think, say and act in a consistent way!...

Beware of the clients...We are looking, we are saying, we are their best critics!

Tags: trends, ecology, branding, ´brand 3.0

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