Tag: Branding

Has the way brands celebrate Valentine’s Day changed?

Posted on by Knom

Love evolves and brands are not lagging behind.

This ‘day of lovers’ has coincided with the end of the 6th wave and also with a public more eager to go out and celebrate than ever. But are we still celebrating Valentine’s Day the same way we did a few years ago?

Tales of princes and princesses are in the doldrums, more and more couples are meeting through apps like Tinder, new forms of relationships such as polyamory or ‘living apart together’ are spreading and the idea that living as a couple is not the ideal state for everyone is growing.

Just as the profile of the flower-giver has become more and more masculine, the concept of ‘love’ has also been redefined.

Today the idea of love is much more inclusive, free and diverse than a few years ago and, accordingly, many brands are trying to broaden the scope of their campaigns beyond couples and lovers.

Because no, you no longer need a partner to celebrate love. Valentine’s Day now coexists with Saint Valentine’s Day and Saint Galentine’s Day, making this date also the celebration of singleness, self-love and female friendship.

Thus, we find brands like Colvin, which invites us to break with the clichés of this day and celebrate love in our own way, or Dunkin, which has prepared a special collection of sweets for us to ‘indulge’ both alone and in company.

Because, like everything else, love evolves and brands must listen to their consumers and adapt their proposals to their own needs.

What’s in store for brands in 2022?

Posted on by Knom

What’s in store for brands in 2022?

Last year began with uncertainty, continued with the hope of the vaccine and ended with the feeling that things had not changed as much as we thought they would. What awaits us in 2022? Will we return to pre-pandemic normality or will there definitely be a before and after? And what will be the role of brands?

To answer these questions, we leave you with a compilation of 11 of the trends that have been most widely reported in articles and reports by the main branding media and consultants, whom we would like to thank for their constant exploration of future scenarios.

Branding as a driver of B2B

More and more B2B companies understand that having a well-built brand has a direct impact on their business figures. Improving competitiveness, increasing brand value, generating pride of belonging among employees… The potential of branding is beginning to be seen beyond the end consumer.

Reality over the aspirational

Because at a time when it is difficult to know what is true, the rational, if it is authentic, also connects. We live in times when even virtual influencers have acne and need braces. As an article in The Guardian stated, “now, being too aspirational is repellent”.

The metaverse is coming

But it is not here yet. It plans to become a space where the physical and the digital blend together in an immersive experience that allows us to experience things we would not otherwise be able to experience. And while there will be brands that begin to explore its possibilities, most will wait for it to take shape before assessing whether it is relevant to their brand.

The true customer-centric

As we recently saw in our 1′ for thinking, it is no longer enough to use inclusive language to be a company that is committed to diversity. Brands will have to move from talk to action if they want to be credible to consumers and investors. Internalize brand values and put the consumer at the center of their strategy, designing products and services that come directly from their purpose.

Gaming, the road to El Dorado

Indoor entertainment continues to evolve and become more sophisticated as platforms linked to streaming, on-demand video and gaming continue to proliferate. More and more brands are betting on being more and better in a channel where young audiences spend a lot of time.

More ties and more community

One third of adults report feeling lonely in 2021, reaching half of the population in some regions. We live in a time of digital hyperconnection but we still need physical sensations. In this sense, brands will continue to promote actions that reinforce interpersonal connection and are more mindful of our mental health.

New brands for new models

The rise of environmental awareness and individual responsibility has brought new consumption models that are here to stay. Producers have strengthened direct-to-consumer sales, which requires them to take more care of their brand. Thus, we will see the small brands that have been able to consolidate this trend become more professional.

Long-term relationships

After two years of uncertainty, commitment, the knowledge that there are things that remain no matter what, has been revalued. This also applies to brands. In this context, brands that encourage us to repair and reuse their products will continue to appear. Brands that give us a solution to this continuous up and down of size, that bet on sustained relationships over time.

Optimistic brands and constant celebration

Humor and joy are back in the spotlight. We will see more positive content and brands that bet on playfulness, creativity and, above all, on an attitude of celebrating everything to connect and offer moments of happiness to their community. Brands that don’t tell you what to do or how to do it, but directly help you to enjoy more.

Collaboration and co-creation

The new generation of consumers is not passive at all. On the contrary, they want to participate in the creative process, to be part of the brand from the inside. A trend that we are already seeing in the new digital platforms and that consumer brands will have to adopt in order to satisfy the desire for self-expression of the youngest consumers.

From city-branding to neighborhood-branding

There is a growing need for differentiation within cities. Whether to attract new visitors, to announce the urban regeneration of an area, to generate local pride or to strengthen community ties. Neighborhood branding is coming.

2022 plans to be the year to reach new audiences. Priorities and consumer habits have been reshaped, and that opens up a huge opportunity. Consumers are more open than ever to try new products and services, to discover brands that fit their new lifestyle.

Sources consulted:

  • Trend-Watching 22 Consumer trend opportunities for 2022
  • Google Search Insights
  • Fjord Trends 2022
  • Branzai 22 tendencias para 2022
  • Evercom ‘Top Trends Comunicación y Marketing 2022’
  • Pinterest Predicts 2022
  • WFA: Predicciones para la industria del marketing y la publicidad en 2022
  • Wunderman Thompson – The future 100 trends and change to watch in 2022

Can a brand do without its logo?

Posted on by Knom

Today it is the visual, verbal and experiential narrative that defines brand identity.

Apple, McDonalds or Starbucks can do without their logo, even their name, in a graphic piece without losing brand recognition. However, for a new brand, both the naming and the logo are key for the consumer to identify it. As almost always, it all depends on the reality of each brand.

The evolution of Mastercard’s image is an example of this. In its latest rebranding, the brand decided to take its visual identity to the minimum expression, with a logo reduced to two intertwined circles.

MUJI, the minimalist brand par excellence, made this its greatest asset. It was born as a pure white brand, with basic but quality products and no visible logo. A brand so democratic that it belonged to no one and belonged to everyone.

On the other side of the spectrum we find Supreme, an exaggeratedly logocentric brand with mainstream design products but exclusive thanks, among other things, to its constant collaborations and a low-stock strategy.

There are many ways to build a brand beyond the logo and visual identity. The Heinz jar, Nike’s ‘Just do it’, having your name written on a Starbucks cup… It doesn’t matter if it’s through packaging, tone, or customer service, in the end it’s all about differentiating ourselves from our competitive environment and carving out a niche in the consumer’s mind.

How important is naming in the creation of a brand?

Posted on by Knom

The naming is the first impression of a brand.

Having a good naming has a great relevance in the brand creation process. Dedicating time and effort to it from the beginning can save us a lot of resources and problems in the future, both at a legal and positioning level.

But we cannot forget that a brand is much more than its name. After all, the naming is only a part of what we stand for. As we often tell our clients, names are an empty box that fills up with content over time.

Creating a new name is not an easy task, happy ideas are not enough. Nor is there such a thing as the perfect naming, the one that tells everything about the brand.

A good naming has to be appropriable and registrable. It must project the meaning of the brand in some way (directly or indirectly, literally or figuratively). It should represent what we are today and what we want to be tomorrow, and do so in a memorable way. It must go beyond fads and be mindful of possible negative connotations in our target markets.

For a long time, it has been said that naming should have a good sound, be short and easy to write, but it has been shown that these are not necessarily essential qualities for a good name (just look at cases such as Schweppes or Haägen-Dazs).
Because a good naming has to work more than just being liked. To build a network of associations and meanings that help us to build the desired positioning without limiting our competitive capacity in the future.

The objective is to create more than a name, a symbol. To give life to a unique and evocative naming, around our own semantic territories, which will make us an icon for our users and for the sector.

Why are brands agents of social change?

Posted on by Knom

Brands have an impact on the collective imagination.

The influence that big brands exert on our way of thinking and behaving is undeniable.

For as long as consumer society has existed, brands, through their communication and actions, have contributed to changing perceptions, normalising realities and promoting social progress on numerous occasions. We talk about the incorporation of women into the labour market, gay marriage, the urgency of acting against climate change, etc.

Because brands bring to the fore not only products, but also values and lifestyles. Although it is consumers who push brands to embrace change, it is brands who raise their voices and bring their resources into play.

Brands are a true reflection of the societies in which they live and what they seek, at the end of the day, is for consumers to identify with them. This is a natural evolution, almost a virtuous circle, with brands becoming more and less courageous in launching actions and joining the conversation.

Its aspirational component motivates and empowers to change things. Even if it is for the sake of consumerism, brands ‘sell’ us that everything is within everyone’s reach, wherever you come from. And that has a great mobilising power.

They break taboos, they show open societies, they show our best face and, in short, they tell us that change is possible. In a way, they become an engine of social evolution.

Why is nostalgia in fashion among brands?

Posted on by Knom

Nostalgia brings us back to the familiar with positive emotions and memories.

The vinyl format, Disney remakes, the reunion of Friends… It is clear that nostalgia is in fashion, also among brands. It is a trend that recovers codes and visual resources from more golden ages, but also values and lifestyles.

No matter what generation we are talking about, nostalgia works for all age groups. It awakens memories and past experiences that touch our emotional core. It’s not so much that the past is better than the present, but that when we look back, we tend to keep the positives.

This is why it is such a powerful communication tactic that appears and reappears cyclically among brands, especially in times of uncertainty. However, nostalgia for nostalgia’s sake is not always a good strategic decision.

Each brand must assess very carefully whether it is an interesting move or just a stroke of luck. In other words, whether it fits in the long term with our ambition for the future and with the values we want to transmit. And, if so, whether it is credible.

Because it is not the same for Burger King to go back to past codes to recover the values of naturalness and authenticity, or for a brand like Peugeot to bring back its logo from the 60s when it should focus on evoking the future and innovation to face the imminent technological transition in the automotive sector.

Nostalgia works, but it is not always constructive. We cannot manage brands from a short-sighted vision that swings in and out according to the prevailing trend of the moment, but we must build coherent brands that forge solid links with the consumer.

Why are your employees your best brand ambassadors?

Posted on by Knom

The brand, more than a communication tool, is a behavioural framework.

Today, being more authentic means being more transparent and, in order to be so, our way of being and working must coincide with what we communicate to the outside world.

In many cases, perception begins to be built ‘through the roof’ by resorting to communication actions that are not based on the reality of the brand.

Powerful brands are built from the inside out. That is why working on employee engagement is the basis for building a strong brand, as well as being a very profitable move for the company.

Engaged employees have a high impact on the organisation, internally and externally. It is no longer just that they believe in the vision of the brand, but that it motivates and empowers them not only to do their job better and know how to transmit it, but also to inspire them to propose ideas and innovate within the brand.

And for this, we must start directly in the selection process, looking for candidates who are aligned with the brand from the outset. Taking into account their training and expertise but, above all, their values and motivations.

A good example of this is Patagonia, which only hires people who enjoy spending time outdoors, candidates whose interests reflect the company’s ethos. Once on board, employees have the option to spend part of their working day volunteering on environmental projects. The result is a strong and consistent brand, with an employee turnover rate of 4%.

Employees are a critical part of creating a work environment and culture that truly embodies the brand promise. Only when the brand values and purpose emanate from within the company will we be able to build a credible brand story.

Should we understand cities as brands?

Posted on by Knom

The city-brand as a tool for building a project that connects with insiders and attracts outsiders.

Approaching cities as brands helps us to rethink them and to generate a city project for the future. To establish an umbrella that gives them coherence, that respects the collective imaginary, but that manages to take it a step further. Generating a sense of community and pride of belonging through a narrative that attracts visitors and outside capital, while at the same time being friendly to its neighbours.

In such an interconnected and demanding context, cities today compete fiercely with each other for talent, tourism and investment. And while one of their objectives is undoubtedly to boost competitiveness, it is important not to neglect internal audiences. This means competing also on quality of life and putting people at the centre.

After all, it is people who create prosperity, who start businesses, who invest and who provide talent. Hence, more and more cities are promoting participatory initiatives that involve citizens in transformation and management processes.

The challenge is to build a narrative that truly reflects the idiosyncrasies of the place, a story that residents feel is their own. The city-brand must be the backbone not only of outward-facing communication but also of the city’s day-to-day life and its relationship with its citizens.

Although their public is much more transversal and heterogeneous, cities, like brands, must take care of their values and have a clear position on major issues such as sustainability or health. And, in the same way, they must know what city they are today and what they want to be tomorrow. Define a purpose that will guide them in the long term and help them to be the city that their citizens demand.

Because a city brand, more than a nice and colourful visual system to show off on banners and communications, should position the city and serve as a lever for the future.

Why should your brand tell a story?

Posted on by Knom

A brand is a story that we want to be part of.

Human beings connect with stories, with the stories we create either to better understand the reality in which we live or to unite around common goals.

Because let’s not forget that a brand is a shared fiction, a set of meanings and perceptions. Of course, behind that fiction there has to be a truth, a basis on which that perception is built because, if it does not exist, that image will quickly fade away.

Unlike traditional stories, brand storytelling does not have an end. Instead, brands evolve indefinitely. This requires constant brand building, a continuous dialogue with the consumer, and also a balance between flexibility and coherence that allows us to adapt to the new context without losing our essence.

On the other hand, social networks make it impossible to have complete control over the narrative of our brand. Today, managing a brand is not about talking one-way but about generating initiatives and actions that allow the public (external but also internal) to express themselves and, in some way, to make the brand their own. More than generating conversation and interaction, it is about co-creating the brand together with our audience.

In such a fragmented and individualistic society, consumers are hungry for inspiring stories that connect with their values and allow them to act on the world in their own way.

Narrative gives us the power to turn our brand into a motivation beyond the product or service we offer; into a state of mind that inspires a lifestyle. In short, to build coherent stories with our brand that excite and mobilise, allowing us to endure over time and become part of the collective imagination.

Can a brand be 100% sustainable?

Posted on by Knom

Do first, say second

Trends and consumers are pushing brands to create sustainable business models, aiming for a zero carbon footprint.

It is more than proven that the throwaway culture cannot be sustained and brands cannot look the other way: they must take firm steps towards product innovations that make the best use of resources.

In this sense, a few days ago we saw the launch of the first refillable deodorant. A brave commitment to sustainability that moves away from small initiatives and greenwashing gestures, and sets out to restructure its business with the planet in mind.

Because building a truly sustainable brand involves absolutely every aspect of the business (materials, transport, employees, suppliers, etc.) and this implies a great economic and logistical effort, as well as a great effort in terms of communication. Because if we do not communicate the new processes transparently, consumers will not be able to assess the brand’s real commitment.