19 NOV 2015
The statements of Univisual Director, Gaetano Grizzanti, in article dedicated to the changing relation between brands and today's consumers...
The call of the shelf
by Andrea Crocioni
Living in current times, without losing yourself. The challenge of brands is maintain a high level of coherence, continuing to develop the relation with hyper-connected consumers, who wish to say their opinion, and above all, always ready to betray.
(here below an extract of the article that features the statements of Gaetano Grizzanti, Univisual CEO)
«We live in an era subject to many changes concerning the way enterprises operate on the market. For example, in the past, when companies were communicating – as issuers – these had only the task to convey the desired message. They boasted total control of this short chain. Today, they cannot manage this message totally, it rebounds and often comes back distorted, everything has become more complex and burdensome.
In all of this, the brand, in the strict sense of the term, in order to allow a correct and effective communication process, must not follow current trends but maintain a clear and distinctive personality».
For the expert, the issues of weak personality of a brand often reflect in advertising campaigns which are not able to produce acceptable returns on the investment.
«Without mentioning that in the era of "Millennials", products do not create brands, the brands create products», adds Grizzanti. Indeed, the Y Generation has changed that way to do corporate marketing.
«In evolving an existing brand or developing a new one, except in rare cases, it is always necessary to have a global vision, conceiving a matrix suitable for any market – states Grizzanti – The interesting thing in acting through a branding strategy is that even a small business or specialized in a b2b market can turn into a great brand, exploiting the brand power to attribute a specific value perception».
Everything seems to play around a very thin balance, confirms Grizzanti: «the brand is like a person: it has its own character. Certainly with the years, it cannot be estranged from its time, considering social and cultural changes, however it retains its personality. Even more so, in this historical period where changes are numerous and sudden, what counts is to remain true to oneself and not to change based on fashions or trends.
The brand, compared to its typical values, must therefore become a precise entity in the mind of people.
A communication activity not in tune with said values, may often generate permanent damages to the brand, depriving it from its essence and even worse, creating in the consumer a sort of Moravian indifference.
WHEN LEADERS REDO THEIR LOOK: Google, Facebook & Co.
«The rebranding of Google, for example, was probably useful to improve all aspects of identity uniformity and favor the simplification process of its application. However, said operations may hide traps: in this case and in the recent one of Ebay, the risk is to obtain a detrimental connotative homologation. In counter-tendency with the main function of a brand: that to associate distinguishing values».
This article is taken from magazine: "Pubblicità Italia" no. 9 - November 2015 (TVN Group)