Jun 20, 2022
In General Discussions
On rationality, but the benefit obtained is absolutely emotional. "The conscious consumer realizes that with his daily acts of consumption he can change the world and build something great," says Moira Tesser, who points out: " The usa phone list knows that with his behavior he can change things and demands that brands: Honesty: it is the number 1 value in usa phone list (78% and an increase of 2 points since 2014) Information to be able to choose Help to eat just Take part in certain causes "For brands it is time to move from the mission and vision to the manifesto. Brands today have a new challenge, they must be and show themselves fully responsible, offering products and services aligned with the consumer. Without impacting on price. Only then will become brands with meaning, they are Brandfulness", concludes Ileana del Río. Authenticity, transparency and value for the consumer For her part, Paloma Castiñeira, Strategy Director of FutureBrand, has urged brands to take advantage of the trust that consumers now place in them, above institutions, the usa phone list or social networks. "The brand is an asset for companies because of the power that consumers are giving them. Therefore, Brandfulness must be present not only in the marketing departments, but throughout the company," she says. And he has shown usa phone list keys when building a sustainable brand: bet on the long term and usa phone list the business strategy towards which the company is heading; develop an inclusive story, we must involve the new generations in the conversation and co-creation of the brand; reinforce the storytelling so that it touches the fiber of the target and leaves behind the generic story; move from being an impersonal brand to a more responsible and transparent authentic brand; become brands that offer a fluid and connected experience with the consumer. "Today we have immense potential for brands to be relevant and to generate more engagement. Sustainable brands are not born, they are made. Let us therefore bear in mind that when we appeal to the minds and hearts of audiences, we create value for the usa phone list", it ends. Examples of Brandfulness: Pascual Quality and Schweppes Suntory Finally, it was the turn of Mar Doñate, Director of Marketing and R&D at Calidad Pascual, and usa phone list Rodríguez Benito, Consumer Insight Manager at Schweppes Suntory. Both have shared their strategies to continue being benchmark brands in the market in the face of an increasingly demanding consumer. At Calidad Pascual they opted to develop a more open, direct and transparent communication with a consumer who was beginning to question the benefits of dairy products and some of their industrial processes.