The world is ending, which is not the same as the end of the world. We still have time. But now, more than ever, WE as humanity must start doing some radical changes. Therefore, WE need to understand that everything done before has to change. So…let’s thing a different way to build our brands; new ways of production; new ways of distribution; new ways to sell; new publicity; new ways of approaching to our costumers and finally; new ways of understanding and ally with our costumers.
We have to start assuming that “our brands” are NOT ours. We create around our products and services an ideal, a concept, an image or a purpose. But at the end of the day, the product or the service only “belong” to us for at most 15% of the lifetime of our product or service. The rest of the time BELONGS to the buyers, our costumers, our reason to be. So, we have to start thinking as they do. Watch them, follow them, study them and learn from them. They’re our best sellers and they will show us new gaps of opportunity.
Besides, we, as companies, have a philosophy of work, sell or serve; which isn’t always the same as what the costumer perceived from what we offer. Therefore, some costumers consume us for a practical use, for a simple commodity, for fashion, for design, for price, for the pack, for the promotion…and sometimes, the ones we’re looking for; for loyalty towards our brands. Those are our best buyers and sellers, those are the ones that we want to increase most of all. Those are the ones that at the end of the day live and love what we do as much as us.
So, the common question will be: how do we increase those buyers/sellers?
I think there is one way. A way that also will help our brands to sell more and change the world. It comes from a concept that has been in publicity for a while but hasn’t been complete at all.
This idea comes from the mix of two facts.
FACT 1: the world is going through a radical change, therefore, our costumers too. Each day we hear of different catastrophes around the globe, deaths, wars, terrorism, etc. These issues affect everyone. But if we see this scenario from the distance; the most common costumers of our brands are the ones that know about them and care about them, but they also feel useless to generate a change. So why don’t we focus our efforts towards those general concerns from our costumers, therefore to become their ally and help them to make that change.
This will lead us to become more close to them; to create a strong bound, maybe the strongest, because we’re giving them a use and most important, a reason to buy us. At the same time we’re showing them that we care and fight as well as them, we do care of the world at its problems. Going against the idea that brands are consuming and wasting the world. Then, we’ll stop being just a product or a service for them.
FACT 2: we, as brands, have to redefine our image constantly. Through a new slogan, through new products, new packaging, etc. Let’s try to change, let’s look other way, and therefore, create a differentiation from our competitors. Instead of redefine our image, selling initiatives, publicity and working philosophy just to be perceived as renewed. Let’s make a whole change. A change that equal goes for our workers, consumers, distributors, associates, stockers, etc. Let’s create a 360 degrees brand (company). We, as a group of workers for a brand, we are as well a group of persons with one only target. And therefore, everything we do in an established period of time, will be done to reach a target. This target has to be very specific, clear and aspiring and reachable. For example, a certain percentage of our revenues of a year will be donated to fight hunger in India. Therefore, everything we do through that year, will be 360 degrees actions, publicity, sales, concerts, campaigns, releases of a brand to reach one cause.
This one cause only, has to be communicated world wide to our providers, workers, sellers, distributors and the most important, to our costumers. Then we’ll
Well, I think that if the world is changing and coming towards an end; but at the same time we have more buyers. Buyers that care about the world, buyers that doesn’t want to stop living We have more influence to do something, and by doing something become more close to what these buyers/sellers wants and
The companies in which we work, to sell a product or service, have a philosophy to serve the final and real owners of what we sell or offer.
The world is becoming to a radical age when everything we’ve known has to change. The basic reason is because we are killing our world; therefore we need a radical change in everything
TO BECOME…
Publicity with a purpose the than simple publicity; it is everywhere you show your logo. The new publicity depends on where and why your logo is there.
Purposes of different types of publicity.
Eco
Entertainment
Urban
Philanthropic
Brands, LETS CHANGE THE WORLD.
To become and all around brand. Public places reinvented.
Not to become friends or closer; but to become ally-partners.
TARGET…
We’re not numbers or letters, we are people, and nobody behave the same way.
We are consumed everywhere and under the weariest situations. We’re not the owners of our products, because we sale them to the real owners, we’re just the producers. So the consumers are the ones who make our names or images, we just give them a profile, but they use the products as they want. We have to understand how they turn us in to theirs and there we’ll find our strongest opportunities.
Surprise ourselves to surprise our costumers, and the most important ones, the non costumers.
Our product isn’t a lifestyle, status, attitude or the newest. We are a philosophy of a better World for everyone.
We can’t pretend that our brand is perfect, because it is NOT, and the most important reason; outside the store it is not longer “ours”. The products are 15% ours and 85% buyers. And, for our business best interest we’ll have to reduce the time the product is ours an increment the percentage the product belongs to the next owner (sometimes, products have several owners). So, for us to grow as a brand, we need to focus on what the consumers want, do and wish. Because is there where we have our new gaps of growing, we have to create a feeling of ally-partnership with our consumers and build the world they want.
