Prosegue il dibattito inaugurato da ADVexpress tra i professionisti communication with a second speech by Andrea Concato, which, after a first deep reflection on the market, agencies, creative and printing industry (see related news), now focuses on strong brands, including value, able to build up a reputation through a communication major. Do not miss the thoughts of managers and shareholders, and future technology.
can intervene in the debate by participating in the B-side, the blog of ADVexpress active for some years now, writing to drawing (redazione@adcgroup.it), or directly to the Director (salvatore.sagone @ adcgroup.it).
twenty-five years (since I have given permission to enter), meeting the board of companies of all types and sizes, from multinationals to small family business, I am asking this question: "We want to be like Apple. Because we are not like Apple? "Or as Nike, or Coca-Cola. "We want our brand to be loved and admired like that."
Sometimes I went to her ass and the reference was to brands for which I worked on cases with some success: Barilla, Fiat, Nissan, Tele +, Toshiba, Colgate Palmolive Simmenthal Scottex, Ariston, Peugeot and someone else.
Every time I take the question seriously and tell you what I learned and I think, because after making sure you have the other three P (and chapters of each P) steels, hanno ricercato e stabilito la loro unica e distintiva ragione di essere, hanno disegnato le proprie caratteristiche e la propria personalità, ricercando una relazione con chi le può apprezzare, hanno capito che i rapporti fra i marchi e le persone implicano gli stessi sentimenti dei rapporti fra le persone, hanno fatto una promessa e proposto un patto con i loro clienti e con il mercato e l’hanno comunicato con semplicità e coerenza, tenendo la mano salda sul timone qualunque fosse la forza del mare. Hanno praticato serie politiche commerciali e hanno fatto i guardiani della continuità nelle varie aree o nei vari Paesi. Hanno dialogato con i loro clienti, li hanno ascoltati, hanno aperto canali, hanno promosso operazioni di comunicazione che testimoniano simply their friendliness, their intelligence, their ethics, they have taken account of the arguments coming from people who buy their products.
so doing have become stars, have generated admiration and love, they create the magic value is called reputation. Today, companies that have performed well throughout the world have an audience so faithful that the emergence of a new product, do not buy it if they need it, do not buy it if you do not need it! "Does anyone
he would not have customers like that?
Want more evidence of the value of a brand? is strong even when the failure of a product can ruin the company. The New Coke case did not kill the Coca-Cola. The frightening models launched during the administration led by the Arno IRI have not erased the Alfa Romeo, De Tomaso terrific care has not buried the Moto Guzzi. Three strong brands in history and tradition of values \u200b\u200bthat have known or know ridecollare just brought the product into the franchise, in the scope of
own meanings.
Give me right, the idiocy, the superficiality, the simple game I like him-I like-I buy any brand has ever built, has never built anything solid. Unfortunately, the practice has spread because it is an easy game that does not require special skills, gets results illusory short-lived and some agencies in need have ridden the trend without restraint.
In fact, after my short story, membership of the board is usually unanimous. All agree.
Sometimes, fortunately, the rest of the story goes on well.
Sometimes it happens that after a couple of months is aired their new TV campaign, a strolling by vaudeville and sgualgia to tell old jokes idiot, an idiot famous transvestite, a family brain-damaged, a Formosa & Famous saying: "Do as me, a bitch disguised as a housewife, a housewife dressed as a whore, without spot quality and without dignity, flirting, innuendo, implications, a car that runs into the campaign with a nice piece of music a slogan and incomprehensible, people who still tastes the product and says. "But it's delicious! But it is tasty! "And every possible combination of these elements.
everywhere, tons of words so overused and unnecessary: \u200b\u200bone, prestigious, exclusive, good, checked, guaranteed, controlled, much more than a ..., for all your needs etc etc etc etc etc.
But where is the intelligence? Where is that ingredient in the fundamental relationship between people and between people and brands? The humor of intelligence is called irony, humor is not vulgar.
If you want to hear a different opinion on people found my previous article here.
If any of the managers of the top brands we were talking about seeing the destruction of most of our communication would think of a joke.
so long, but the best part of my world wonders why.
I try to make a list of reasons.
MR MR MANAGER AND SHAREHOLDER
As we have seen, brand reputation (over time we gave more exotic names: brand value, brand equity etc.. I prefer the good old concept of reputation, I
seems more solid, more rural, more healthy) should be a topic on the boards and in newspaper marketing departments.
Instead, it meets only during the due diligence (such as mergers or acquisitions), corporate reorganization, of generational transitions and affects more than the action the manager. And when annual Interbrand and Business Week publish rankings and values \u200b\u200bof the best known brand in the world, with those amazing numbers.
E 'fact that the shareholder will think about what her children. Industrial structures, commercial structures and reputation.
For too long the manager's interest and the interest of the owner may not overlap.
There is a tour company CEOs, often managed by head hunters, who arrives in companies with a vision of the short term. Restructuring, streamlines, renegotiates debt
and suppliers clear their stock, product launches and promotions. Gets results, and produces useful if in case the stock exchange quotations defends. The entrepreneur seems happy. The AD is
attorney articles and covers that celebrate it in the press that matters, it runs the news of his performance and the way to a new adventure. Without dealing with the value that
interested shareholder. Not engage in the following decades.
Another difference is the courage of a decision deviant. Each campaign
relevant have to be innovative, original, surprising, brave. So
can not have precedents on which to measure it. It can not withstand a test perché gli interrogati tendono a replicare l’adesione al già conosciuto. Richiede l’assunzione di un rischio che solo il padrone si può prendere, o uno di quei pochi AD che sanno comportarsi come un padrone.
Scusate se cito un caso a cui ho partecipato. Se la campagna “Dove c’è Barilla c’è casa” che ho generato alla fine del 1984 con Roberto Fiamenghi e Gavino Sanna non avesse contribuito, insieme alle altre campagne precedenti e successive, a solidificare una reputazione inattaccabile attraversoil presidio di valori importanti e condivisi con delle idee rilevanti, non andrebbe quasi immutata in onda da 25 anni e non rappresenterebbe un caso nella comunicazione italiana e nei master.
Quella campagna decollò e andò in onda con il primo spot di due minuti seguito da altri quattro solo perché, dopo che finii di raccontare le storie, fra molte teste assorte preoccupate e ciondolanti, dopo lunghe discussioni, Pietro Barilla a capotavola di un infinito tavolo da riunioni a Parma, disse: “La facciamo.”
Il giorno che lo spot andò in onda Pietro Barilla incontrò Indro Montanelli a Cortina che gli disse: “Pietro, avete fatto una campagna meravigliosa”. E il lunedì dopo in azienda non si
contavano i grandi manager che dicevano: “L’avevo detto io!”.
Ero lì, e vi dò la mia parola che andò esattamente così.
Se ogni operazione di comunicazione is a brick in building the brand, we can not continue to delegate the insecurities, inspections, modifications or decisions to middle managers who do not know what they do not do what they know.
The best entrepreneurs, the best CEOs should go around the tables with the best men of the best agencies to deal with communication and in person regarding this project now so crucial variable of the great play of the market. They leave for one day a month discussions with analysts about the value of the stock, conversations with business bankers, with the funds, with the headhunters.
I am sure that Luciano Benetton, Renzo Rosso, Sergio Marchionne, Giorgio Perfetti, Guido Barilla, Bernardino Caprotti they did or do.
And they trust us. Because this is our job, not theirs. Those of us who know the people skills and experience, behaviors, and markets as anyone. We went through hundreds of cases and research. We see them come across different markets. We possess a deep and refined culture, and we can let it settle and throw it away to follow a hunch and new stabilizer. We know because we only produce ideas read heavy knowledge. We, Italians, if freed from the chains are better than our colleagues from any country.
Finance is the result of a job well done, not the goal.
All we are doing to distract from finance, including the large agencies, part of listed groups. One day meeting in Paris a few years ago Alain de Pouzilhac, then CEO of Havas (of which I was
partner agency in Milan), which in the lobby of the building group said to me: "You know Andrew, I thought I should appoint some very capable people in charge of international operations for our largest customers, such as directors of the international brand. "And I remember perfectly that I thought," This, by dint of talking to bankers is struck the brain. What do you think we do every day? What we are planning is the most sensible and normal to do in the world. What was he thinking until yesterday? "
ANXIETY Anxiety is a negative mood but destructive. Instead of stress, which is a negative mood but very creative. We know very well.
The anxiety does not produce anything good.
I tease my mother that as long as there was when he went to Rome to Florence by train already prepared with the suitcase, going down for fear of missing the bus.
The need to take the bar of the brand pretty straight forward as a method to prevent the work.
Yet every year we see brands that change the country, sometimes with acrobatic reversals of meanings and languages.
What do you say your a friend that every six months to change color and hair style, makeup and clothing, attitudes and interests? What is unsafe? Well, people also say it makes
of doing so.
To do this the companies are calling the great races.
I understand that. If you are single and want to choose a girl who spend a month wandering around as I know, the Baja California, and seven of the best give me free, at home and at my command a full taste of what the next few weeks, but he stops me from do?
shame that this could be a good way to choose a girl for
Baja California. Not a partner in a crucial area in which to invest huge amounts of small, but still crucial to the financial statements. In a laboratory, with people who often know little about us and our market, we are looking to make the right choice without tools and ability to judge appropriate.
fact very often the choice in the race campaign should not be aired, or is replaced after a while, or going back in the race.
But I say, spend a weekend together in the working group of the agency in a beautiful resort in the country, and you'll know much more of their personalities and their potential!
addition to seeing how they are at the table, which is always a good way of judging people.
There is a famous example, that is often cited. And so the story without fear to make me more enemies than those I already have.
In Veneto, more or less the same time, created two companies: Benetton and Stefanel.
Luciano Benetton has the good fortune to bump into a genius visonario: Bruno Suter, who has his own agency in Paris called Eldorado. Benetton and Suter quickly distill a brand
mission: United Colors of Benetton, with the idea that colors could unite people, nations, races and religions.
With the help of some great photographers, the most notable of which Oliviero Toscani, who later communication experience without the concept to exacerbate the risk of rupture, producing some of
most important pieces of Italian advertising ever, respected and honored throughout the world.
The result is a sparkling reputation and notoriety achieved in ten years, when to get the same results in the world, Coca-Cola has used fifty.
From the first meeting with Suter, Benetton holds the straight bar. Do as Apple, Coca-Cola, Nike.
I do not know exactly why Stefanel has not done the same, why not give reckless judgments. Stefanel
But over time continues to change consultants, agencies, directorates, mood, personality, creativity.
The result is plain for anyone. Just ask the street to describe the personality of Benetton and the Stefanel and you'll notice the difference.
THE FUTURE AND TECHNOLOGY
We live in exciting times. Never like today have opened arenas as possible in which to exercise intelligence and creativity. Making creative today is a godsend. There are opportunities in all misrepresent
different ways in which today we can reach people, or be joined by them. Not to mention combinations and intersections.
I remember an interview with me in 1989 when I complained already to have always the same means to reach those who had a few! Thirty seconds, double-page, poster, radio and died there. For years
the "young" were unattainable by traditional media, with the exception the radio. It seemed to give the same medicine, whatever the need. Crazy stuff.
In most communication today is no longer just one way. Finally, people respond.
You really can achieve the idea of \u200b\u200bthe link between brands and people.
The forum, the user-generated content, the mobile applications, the actual events or on the web, remote participation, interest checking geolocation, blogs, personal experiences and emotional
increasingly using new technologies like HTML 5 and all what is coming will come and they can really achieve the utopia to which they hoped eventually to get
.
I do not agree with people talk about a reset of revolution, of change.
I say that we finally have the tools to fully realize what the best of us already knew to do.
That there is today as the first who knows how to use them and who is not, is not a recent discovery.
campaigns were also shit in the 80s.
The real change is in the relationship between clients and agencies. Because customers are put off even before the agencies. The range of services and advice has greatly expanded. It is a difficult beast to distinguish the professionals from the charlatans, the profit from the inflated, the necessary from the waste.
In this mess the perception of cost of quality has been lost. In this
casino managers in companies are inclined to prefer people they trust to people really capable of. The ball is
agencies. That should raise your voice with the pride of their abilities, talents, skills and knowledge. That must be represented with dignity in the associations, industry suppliers and expelling separating the charlatans. That should give customers a feeling of trust and reliability, they are capable and trusted at the same time.
Today and tomorrow are great. It would be a shame not to have fun.
Andrea Concato
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