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Our next Offline meeting | Between June 29th to July 10th
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Written on 23-Jun-2009 by cristian.saraccoHi everybody!
Our next [pre-holidays] Coffee 234 is on track... The idea is to make "them" between Monday, June 29th and Friday, July 10th.
Each host (the ones who want to be in each city) will set the place, day and time...
I'm announcing our offline event in both Brand 3.0 as well as in LinkedIn Brand 3.0 Club...
In the Coffee 234 page (http://www.brand30.net/coffee_234) you'll find:
- A Map to add a marker for your city/place
- A Poll to propose and select the topic of this meeting
- A bulletin to tell everybody that you are a host, where you are going to meet, and/or whatever you want
In Madrid
The Coffee 234 will be on Thursday, July 9th from 09:30 to 11:00 AM in Bajo Cero
All your ideas and comments are welcome to make this event superb!
What the hell is a brand?
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Written on 18-Jun-2009 by cristian.saracco
Some days ago, in the Brand 3.0 Club at LinkedIn, Ian West from One-Marketing (Rochester, UK) did this "looks so simple question".
Up today, he has received more than 40 answers (including mine). Those answers have certain differences and some issues in common:
- The main difference is that that group is from "expert people" in the branding, marketing, communication, design,... arenas. So each answer looks like a definition. We could develop some clusters of definitions, however, the real issue is that all of them have the bias of the person who wrote it... a professional bias!
- The issues in common could be summarized as follow:
- Few people agreed on other colleague definition (the "bullet who killed Hitler" effect)
- Almost none of the answers is simple; actually, some of them are enough complex
- Almost all of them consider people as a subject that are not necessary part of the definition
After reading them, I thought, the best definition is not the one that is comming from an expert (or under that point of view and/or bias) but the one that is comming from the people who are living the experience... It's simple, don't you think?
When I opened this community, my idea was (and continue being) that branding is a people issue, so the focus should be on the dialogue. Perhaps, this is one of those moments that a huge dialogue is needed...
So... What the hell is a brand for you?... Let see if we can arrive to something valuable!
Great regional branding effort by chance
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Written on 09-Jun-2009 by cristian.saraccoProbably you will remember the regional brand, Formentera. Probably, you will hum the song... But, almost certainly, after five minutes you'll forget the brand of the beer.
Great add for the wrong object.
To much love will kill you... (Freddie Mercury dixit)
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Written on 03-Jun-2009 by cristian.saraccoOnce upon a time, there was a world in which some people thought that announcing the functional characteristics of a product / service was sufficient.
"You can buy a Ford T if it is black, with black leather upholstery... with one kind of engine and no further features". This worked so good at the beginning of last century.
With the time, things changed and now, a good number of "great theorists" have had no better idea than to do the opposite... "No features, it's time for emotions and feelings, to tell stories and metaphors"... And this is true, but to much love will kill you!
Neither one thing nor the other, or rather, something of both would be better...
The utility of the offer is still as important as when Adam nicely accepted the apple (he bought the "original iSin")...
Emotions, however, in the right dose are welcome... and this translates into:
- Transmit emotions that are associated with what the company promises
- Emotions are easily decoded by target audiences
- A story that has a certain livelihood, nice to hear, but true (there are few exceptions that may have the taste of fantasy... e.g.: Ferran Adriá)
- A valuable metaphor when needed by the company, the offer and the buyer ... No one has to be metaphorical to sell toilet paper (even though any excitement could be generated)
What I'm saying... Does it make any sense? Or am I in the state of "Lost in Translation"?
Do Advertisers (the great pretenders only... not all of them) realize that if there are emotions everywhere, all emotions would become futiles, and we'd finally wear our armor and helmet and filtrate everything?
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