Tag: Authenticity

Why should global brands speak locally?

Posted on by Knom

In order to mean something, we must think and act locally.

For the first time in a long time, reality has confronted us with a common, pressing and global problem which, although on the one hand, makes us more aware of our globality, on the other hand, makes us more sensitive to what is close to us.

In this context, hyperlocality is gaining strength and as consumers we demand brands that are 100% adapted to us, responding to our expectations and lifestyle and that also help us to reinforce our own identity that distinguishes us in such a globalised world.

Faced with this, big brands must approach their strategy from a global but locally nuanced meaning, a meaning that allows them to convey authenticity and remain relevant in all markets. Because a global brand that does not adapt its portfolio and its communication to the local reality becomes a brand that speaks from common places and ends up meaning nothing.

Therefore, we must work on a common identity axis that reflects our unique personality as a brand but keeping in mind aspects such as the maturity of each market, its culture and idiosyncrasies and also the specific competitive position we play in that place.

Today’s great brands are targeting global, hyper-connected citizens but also communities with different traditions, issues and priorities. The advantages of a multi-local strategy are clear, but will all global brands be able to make the organisational and financial effort required to implement it?

What can brands learn from the Ibai phenomenon?

Posted on by Knom

We want naturalness, horizontal relationships and less posturing.

We are increasingly connecting with a “live” version of things, in which authenticity and real experience replace the retouched and perfect brands that no one believes anymore.

For example, the 2020 chimes where Ibai Llanos brought together half a million viewers on Twitch at its peak audience. A streaming platform that was born at the dawn of the gamer world and that owes its success to a combination of authenticity and community feeling, achieved through content without filters or scripts that gives us the possibility to interact between viewer and transmitter.

Ibai’s feat is just one example that highlights the new relationships of the younger generations with brands, prescribers and the media. A paradigm shift to which brands must pay attention and react in time so as not to lose relevance.

Can we speak of “hyperrealism” as a trend that emerged during confinement?

Posted on by Knom

“Hyperrealism” is here to stay.

During the confinement our sector has been forced to reinvent itself (like so many others) with very limited resources, in order to continue offering us its contents on a daily basis.

As a direct consequence, there has been a total rupture and destruction of the technical, visual and aesthetic standards to which we were accustomed until now and the irruption of a sort of domestic “hyperrealism” as the prevailing reality: we have all virtually entered everyone’s homes, seen badly lit presenters and heard children playing in the background and, far from constituting a loss in the quality of the content, this reality has brought us closer to each other and has naturalised communication.

So let’s take this “hyperrealism”, this new reality that has arisen in a forced way, as an opportunity for the creative sector and brands to exercise a closer, more natural and honest communication in a post-covid context.