{"id":31513,"date":"2020-01-10T10:25:50","date_gmt":"2020-01-10T09:25:50","guid":{"rendered":"https:\/\/brandsmith.es\/volver-a-lo-esencial\/"},"modified":"2020-01-10T11:18:05","modified_gmt":"2020-01-10T10:18:05","slug":"back-to-basics","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/back-to-basics\/","title":{"rendered":"Back to basics"},"content":{"rendered":"\n

Whiplash team, January 10th<\/sup>, 2020<\/strong><\/h2>\n\n\n\n

Back to basics<\/strong><\/h3>\n\n\n\n

The new year is full of challenges: in the middle of a VUCA environment \u2013volatile, uncertain, complex and ambiguous, the English acronym\u2013 in which the old models disappear and new systems emerge, organizations face the challenge of going back to the essentials and winning back some consumers who no longer know very well how brands fit into their lives.<\/h4>\n\n\n\n

Year after\nyear over the last decade we have been seeing how brands have lost relevance.\nSo much so that according to the results of the Meaningful Brands 2019 study carried\nout by Havas Group, 77% of brands could disappear tomorrow without consumers\ncaring.<\/p>\n\n\n\n

In these\nyears we have also seen how different business models disappeared giving way to\nnew ones, in which collaborative economy, responsible consumption and consumer\nempowerment were key players. In fact, these last ten years have been\ntremendously disruptive and have caused much dispersion. Therefore, now that a\nnew cycle begins, it is essential to keep focused on what is important.<\/p>\n\n\n\n

Since\nInternet\u2019s mass use and the emergence of social networks and different digital\nbusiness platforms, industries, companies and brands have had to adapt to the\nchanges imposed by a constantly evolving market. Driven by technological\nadvances and consumer access to information and exchange of opinions from\nvarious channels and sources, the business environment is continuously changing.<\/p>\n\n\n\n

On the\nother hand, organizations have gradually begun to actively participate in\nvarious causes \u2013environmental, political, social\u2013, in an attempt to connect\nwith the needs and desires of their target audiences.<\/p>\n\n\n\n

But for\nconsumers, a brand\u2019s relevance goes beyond sporadic actions. It depends on how\nthey tangibly improve costumers\u2019 everyday life and the role they play in\nsociety. Because brands are, after all, part of our lives: they not only offer\nproducts and services, but also generate employment, add value to their\ncommunity and influence public opinion.<\/p>\n\n\n\n

Therefore,\nany action that a brand carries out must be genuinely aligned with its purpose.\nAnd that is precisely where they must focus: essentially, on why that brand\nexists, what the user of that brand wants and needs and how it grows and\nbehaves within its environment.<\/p>\n\n\n\n

The purpose\nis timeless, originates from the identity of the company and gives rise to a\nmission. It is the reason for the organization, its reason for existing. It is\nmotivating and effortlessly moves into business strategies, and shows on the\npeople, products, presentation and presence of the organization in the market.\nIt is everywhere and everything flows from it.<\/p>\n\n\n\n

That is why the actions must be aligned with the essence of the brand. Through their actions, with coherence and consistency between what they say and do, brands can improve their credibility with users while building a relationship of trust and strengthening the business.<\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash team, January 10th, 2020 Back to basics The new year is full of challenges: in the middle of a VUCA environment \u2013volatile, uncertain, complex and ambiguous, the English acronym\u2013 in which the old models disappear and new systems emerge, organizations face the challenge of…<\/p>\n","protected":false},"author":2,"featured_media":31511,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nBrandsmith - Back to basics<\/title>\n<meta name=\"description\" content=\"Brandsmith Back to basics\" \/>\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 - Back to basics\" \/>\n<meta property=\"og:description\" content=\"Brandsmith Back to basics\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/back-to-basics\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-10T09:25:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-01-10T10:18:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2020\/01\/whiplash-134.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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/back-to-basics\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/back-to-basics\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"Back to basics\",\"datePublished\":\"2020-01-10T09:25:50+00:00\",\"dateModified\":\"2020-01-10T10:18:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/back-to-basics\/\"},\"wordCount\":468,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/back-to-basics\/\",\"url\":\"https:\/\/brandsmith.es\/en\/back-to-basics\/\",\"name\":\"Brandsmith - 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