Cristián Saracco
November 3rd, 2011
European point of view
Branding
or...
God damn it!...

Why should we suffering this after lunch?
Let me introduce myself...
Probably [I'm not so sure], 
this intro 
has sounded between 
funny and stupid!...
 
Don't you think?
The question is...
How many companies tell us that they are like 'George Clooney'?
Branding is 
not only a question 
of image, 
but also of identity
Before I ask you a question...
Let's go to the agenda!
Agenda
We have a different point of view!... No? [Hmmm... A Canadian question]

Similarities

Differences

The way we understand branding

What's coming next?
This was all folks...
Thank you!...

Enjoy your trip & Cheers!
www.allegro234.net
www.brand30.net

@CristianSaracco
#ssp
We are in Europe!
Europe is...
Slow and safe (Safe Cris?... LOL)

A continent with an ancient history

A continent with companies that were founded over 1,000 years ago

It is a sum of cultures, which in some cases appear antagonistic
Similarities
Differences
Branding
Evolution
Branding creates value
We both are talking of building long-lasting value for companies

Relational capital

Part of the intangible assets

Intangible assets = 75% of companies value [average]
Cris... and your question about the ad?
Enhance our innermost desires
Reduce 
our worst nightmares
We are living in the age of abundance...
... Everything looks so similar!
Benchmarking & best practices lead to more of the same
Best case: To be the leader's MiniMe
Europe
USA
Two models to deal with the same reality
Ambition driven
Value driven
Based on history and  culture

Values as key principles

Balanced

Methodological frameworks
Pulling from the desired future

Aspirations as key principles

Standarized

Processes to follow
brands reduce uncertainty, generating attraction by association
The brand experience must lead to action, facilitating thought and decision
Loyalty is what remains when faith is gone
Believers!
The brand ...

... Invites to be part of something

... Transmits a purpose - Help vs. Sell

... Offers an unique world 

... Invents, does not emulate

... Lets us learn, ask questions and share
People are in the center
Brands go beyond names & visual expressions
XX century
Stock
Tools
Real & Virtual
XXI century
Flow
Contents
Offline & online
John
Real & Virtual
Offline & Online
Catwoman
John
John
Paraphrasing President Clinton...
Summarizing...
Summarizing...
Summarizing...
Summarizing...
Summarizing...
95/5 = BR'NG BSC... What?...
Image
Identity
I'm
From here to anywhere...
... Today... Madrid