{"id":31277,"date":"2019-09-13T09:13:53","date_gmt":"2019-09-13T07:13:53","guid":{"rendered":"https:\/\/brandsmith.es\/el-proposito-es-lo-que-da-relevancia-a-una-marca\/"},"modified":"2019-09-13T11:01:23","modified_gmt":"2019-09-13T09:01:23","slug":"relevance-depends-on-purpose","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/relevance-depends-on-purpose\/","title":{"rendered":"Relevance depends on purpose"},"content":{"rendered":"\n

Whiplash Team, September 13th 2019<\/h2>\n\n\n\n

Relevance depends on purpose<\/h3>\n\n\n\n

The results of The Havas Group’s latest Meaningful Brands 2019<\/em>\u00a0 report are devastating: 81% of brands could disappear tomorrow and consumers wouldn’t mind. And it’s no wonder: \u00a0brands today have more technology, more data, more resources, but in the eyes of consumers, they are meaningless.<\/h4>\n\n\n\n

In the hyper-connected world in which we live, where symbolism and compromise are transcendent, consumers perceive brands as irrelevant, unable to make a difference. For users, the set of symbolisms that a brand conjures \u2013 associations, expectations, information \u2013 no longer make sense.<\/p>\n\n\n\n

Because it’s not about what technological tools are used. Neither marketing strategies,\u00a0 nor omnichannel or personalization. Nor data analysis or advertising campaigns. It is about what drives the brand and transcends time: its purpose.<\/p>\n\n\n\n

It is the\npurpose, and strategically managing the organization from that reason to be, what\nmakes a brand truly relevant.<\/p>\n\n\n\n

As expert Martina\nOlbertova, a regular contributor to the Branding Strategy Insider, <\/em>explains,\nbrands are not just vehicles to sell products, services, and experiences.  According to Olbertova, brand\u2019s main business is\nthe exchange of meaning, and the fundamental goal of a brand should be to help\npeople maximize their internal potential and give their best.<\/p>\n\n\n\n

Indeed, if we\nremember that a brand is a symbolic ecosystem that is created in the user’s\nhead and consists of all the information and expectations associated with a\nproduct, service or company, we understand for example that Nike users buy its products\nbecause they associate the brand with elite athletes, and that makes them\ndemand more and more of themselves. Or because in times of social engagement,\nthey identify with the values Nike has expressed when hiring Colin Kapernick\nfor their advertising campaigns.<\/p>\n\n\n\n

However, the\nissue here is how to make brands meaningful to their customers again. Is it\npossible at all? It may be, but it requires putting the spotlight back on the essentials,\nthe fundamental reason why the brand exists.  The brand\u2019s why and what for.  That is, we need to return the meaning to\nwhere it belongs: a purpose that generates value.<\/p>\n\n\n\n

On the other\nhand, in order to generate brand value, the brand needs to be recognized \u2013\nvalued \u2013 by those to whom it is addressed. And this only happens when that set\nof evoking symbolism has personal resonance with the user. If the brand does\nnot connect with the needs, expectations, and values of its users, not from the\nsurface but from the core,  it can hardly\nbe meaningful to them.<\/p>\n\n\n\n

It is that\ntimeless purpose, which encompasses everything and is evident in everything\nthat the organization does, that builds the legacy of a brand and makes it\nhistoric.<\/p>\n\n\n\n

Therefore, the\nmanagement of the brand, its purpose, is strategic and not circumstantial.\nBrands that are managed from the purpose and not from the momentary objectives\nof the business are those that consumers perceive as solid, in addition to\nbeing more cost-efficient and more simple to manage in day-to-day operations.\nThe purpose gives coherence to the strategies and to the actions that derive\nfrom them. It is, in short, a cohesive element, which offers substance to the\nbrand over the years. And, in these times of disruption, it is essential for\nsubsistence.  <\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash Team, September 13th 2019 Relevance depends on purpose The results of The Havas Group’s latest Meaningful Brands 2019\u00a0 report are devastating: 81% of brands could disappear tomorrow and consumers wouldn’t mind. And it’s no wonder: \u00a0brands today have more technology, more data, more resources,…<\/p>\n","protected":false},"author":2,"featured_media":31275,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nBrandsmith - Relevance depends on purpose<\/title>\n<meta name=\"description\" content=\"Brandsmith Relevance depends on purpose\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - Relevance depends on purpose\" \/>\n<meta property=\"og:description\" content=\"Brandsmith Relevance depends on purpose\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/relevance-depends-on-purpose\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-13T07:13:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-09-13T09:01:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2019\/09\/Whiplash-120.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/relevance-depends-on-purpose\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/relevance-depends-on-purpose\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"Relevance depends on purpose\",\"datePublished\":\"2019-09-13T07:13:53+00:00\",\"dateModified\":\"2019-09-13T09:01:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/relevance-depends-on-purpose\/\"},\"wordCount\":548,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/relevance-depends-on-purpose\/\",\"url\":\"https:\/\/brandsmith.es\/en\/relevance-depends-on-purpose\/\",\"name\":\"Brandsmith - 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