¿Cómo puedes ayudar a tu empresa y a tus startups?
A continuación, lo que he aprendido es
que de ayudar a otras empresas,
sino también de crear mis propias empresas.
Ok, así que,
me voy a introducir,
yo era un estudiante
y me terminé hace 16 años,
muy largo,
muy largo,
muy largo,
muy largo,
muy largo,
muy largo,
muy largo,
muy largo.
He spent
some couple of years
as an internship
in HP,
which was probably the funniest
and most luxurious moment of my life.
I have to say that at that time
the interns at HP
earned the same that interns are today.
So imagine
how the quality of life has
been going down and down
in the last 15 or 20 years,
it's dramatic
and that's something that keeps on happening.
I also was working on one of the
really nice startups
in the year 2000, before the dotcom crash,
what was called Phonomia,
created by Alfonso Cornella,
which considered to be one of the internet gurus
in Spain.
And I was always working there
as a marketing assistant, marketing intern,
pretty fun.
Then later, I suddenly
came back from India
from an exchange program
and I didn't know anything about branding.
Nobody told me anything in the university
about branding.
So I went to an interview at SUMA,
which is a big branding agency
and they hired me
and I didn't know anything, so I learned a lot there
for a few years, until I decided to create FIRMA,
which is the place where I work now.
In the meanwhile,
I've been teaching at Sade,
I'm teaching at Elisaba
and I'm teaching at Foxize.
So I started three companies,
so I can also tell you a little bit about
being an entrepreneur,
but I will never consider myself as an entrepreneur.
I'll never have to look for investors,
so I don't know anything about that
and I don't know anything about
technical
issues,
so all my startups have to do
with
service regarding
marketing or branding, like FIRMA,
or
product, like Firmamento,
which is
what you see here,
which is a clothing brand inspired by surf,
which I love and it's my passion,
and then also we have some cows,
some happy cows,
one day
they have to die
and we finally eat them.
The funny thing about Casa Sardana
is that
because we like meat
and one of our partners
is living in Puchardá,
which is in the hills.
We have some free cows
working around in Querfuradad
in the top of El Cadí mountain
and
we are capable
of selling eco meat
because they are eco certified cow meat
at the same price
as regular and standard
meat.
This is our value proposition
and that is why Casa Sardana
is working pretty well at the moment
and we start selling Casa Sardana
in Corte Inglés recently.
What can I tell you about all these
three startups?
This is for fun,
we're losing money.
This is okay.
It's like
very given point
and this is
what's sponsoring
the rest of the tool.
My biggest learning
is that you can only be
good at doing one thing
and you can only
or one startup can only be successful
if you put all your energy in that startup
and recently I'm just really focused
at firma
and that's why firma is working properly
and the rest is like
it's going on, you know
I have some t-shirts to give to friends
to dress my kids and to dress myself
and it's fun
but the really fine thing about everything
is that
firmamento
is more well known
than firma
and this is the fucking
shocking thing about
our economy
we have a lot of followers
I was in Paris the other day
to a fair of furniture
and I was talking to a big company
I presented myself
they didn't know about firma of course
and I said yeah you know
you also start another company
which is firma mento
we should do a collaboration together
and I said okay again I'm gonna lose money
because we only do collaborations
and it's fun and it's really
it's very useful
for projecting
a good image and some news about the company
but it doesn't
turn into business
okay so this is a little bit of
learning about startups
that I have, okay let's talk about branding
I guess that probably
none of your companies
have the same success as this one
so I'm not gonna talk
about branding
considering the learnings of these huge companies
but for me and for you
probably
the learnings of branding today
has more to do
with Wallapop, Airbnb
Uber, Tinder, Grindr
whatever
than Tuzara, Apple or Nike
these are
phenomenons in terms of brand
of how to manage a brand today
and probably they invest
very few, very few
historically has been considered to be branding
a name
and a logo
probably the name came suddenly
to put some
title on a powerpoint
or having a pizza
or having a brainstorming internally
without investing into
a branding agency
or a communication agency or whatever
but those are huge companies today
and we should look at them
in terms of what can they teach us
from a branding perspective
so that's the very old definition
of branding
that's what branding is not today
it's not about creating a brand, an aiming
or a logo, we do that
we do that for startups like you
I'm gonna show you some examples
of what we've been doing so far
in terms of startups
you should invest on that, of course
it's not female and not make any money
but it's not the most important thing
branding is about
a product
plus magic
that's what branding is today
with that order of things
if your product
is worthless
if it doesn't make any sense
if it doesn't work
you're gonna be losing money
on agencies
creating campaigns, advertising
whatever, ok, that's critical
but
the funny thing is that
all the products look the same
so, I'm telling you
that you should focus on product
but then all the products look the same
it's kind of contradiction
but it's really like this
it's really heavy and it's really hard
to differentiate
from an iPhone to a Samsung Galaxy
I will not even be able to
explain you what are the difference
in terms of life battery, megapixels
whatever
Anikes and Adidas, the sneakers
they look the same, they cost the same
they are produced very close
in terms of factories
in the same city
what is the difference
if the product they look the same
it's really hard today to be different
in the product, ok
and be competitive
in an industry which already existing
service or product oriented
is really hard
to put on the table like Dyson
ok, I don't know any
more boring category
than vacuum cleaners
I would never
put any dollar in the vacuum
industry, vacuum cleaner industry
and still those guys
they reinvent completely a category
so it's like, ok, there's the
vacuum cleaners and there's Dyson
and they reinvent the category
and that's something really
astonishing in a way, you know
what's going on in the digital category
in the digital context
in terms of product or service
so how other companies are creating
some interest
the first factor should be
that that thing really works
before to meet somebody
you should go to a disco
invest hours
in alcohol, tickets
drugs, clothing
whatever
perfume, hours
maybe you get lucky one night
now it's
if we just turn on your
Tinder or Grinder app
probably we're going to be meeting people
in the same room
and why the big success
is that it works
that thing works
it really
helped me to avoid
all the hustle
from going or having to go at night
into some place that I don't really like
so first thing should work
second thing
please come on give a woe effect
on what you do
put some energy in surprising people
you know how Segunda Mano used to be
now it's called Vivo
they invest a lot of money
in creating a new brand
and that was going on
you could hardly contact
the guy who was setting that bike
and the moment you
put all the information
that form
and then the bike was already sold
or it was stolen
or it makes no sense
to use that app
and then you know
some guys they created Wallapop
and it was so easy
to use so easy to get in contact
with the people who were selling the bikes
so easy to find your own bike
who was stolen
which happened to me
and so easy
to get in contact immediately real time
without
having to give you all your information
before getting to know that
that was already sold in a way
so that was the woe effect
in that case was all the
embarrassing things of Segunda Mano
for example they were practically sold
with the first version of Wallapop
and the final thing
as a user
if that new thing makes me rich
that's gonna be the best
my dream
I have a house
and when I go outside for a weekend
or on vacation I can rent it
so I can make money out of that house
that it only cost me
money and pay a loan
so suddenly Airbnb gives me the chance
to
convert me into a landlord
or as you were
as a taxi driver
so even app or a solution
or a startup can give users
the power to earn money
in a new way
it's gonna be as a product
from that formula of branding
very interesting to people
ok
so what about the magic
that's what I'm good at
what about the magic
Lander who was
probably the first guy
who talked about branding
there's a biggest agency in the world
in branding it's called Lander
that guy says that products are made in a factory
but brands are created in mines
and he also said
that people
is not buying cosmetics
what we are buying is
illusion
and the aspiration of looking good
and attracting people
so that's what magic
is about
when we try to create a brand
what we are trying
is to define a positioning statement
an idea
of what we are trying to sell
which is not about our product
which is something more than this
and that positioning statement
I'm gonna talk about
should be implemented
into all the brand touch points
in a coherent and consistent way
that's the most important
slide probably here today
that's the secret of branding
when defining a positioning statement
we should take into account
that it should be ownable
you should look at your DNA
how you are, how you behave as a company
and be able to recognize some things
that are relevant to your audience
that's very important
how you're gonna know what's relevant
you know how
Thada is designing their new collections today
they are looking at
they are following
the most famous instagramers
they check out
the likes that they have
when they are wearing
Gucci, Louis Vuitton
Dior clothes
and according to the likes
they produce one thing or the other
and they copy one thing or the other
that's the market research they do right now
so that's what it's really relevant
what it's relevant in terms of fashion
is what instagramers are posting
and what we click on like
our brand proposition should be different
of course from our competitors
sometimes we don't look
at our competitors
and sometimes we don't care really much
but we should do that
and identify if we are different
in certain things
one detail for example
on how to make money
if you are an app
and it has
a lot to do with getting to know
your client
and how the client behaves
and uses your app
the Tinder
how do they make money
one of the ways they realize
that people use the app
is that you keep on moving on
you keep on clicking
through people
thinking because the humans we are like this
we are optimistic
and we think that the future is going to be better
so we keep on moving ahead
thinking that the next person we are going to see
we are going to like him more than the previous one
that's a good learning
about how as humans we behave
as optimistic people
but a Tinder they take advantage of that
and they say ok
moving ahead
is for free
moving backwards
you should pay
because the moment you've seen all the people around you
and you say oh you know
that one that I saw
at the very beginning
it's the one I like
moving back to that person
you pay
and that's how we make money
internally
as a product, as a technology
it costs the same to develop
going ahead or going forward
button
but that's how we are going to make money
by knowing your target
by knowing how matters to them
that's an insight
we should learn how they use our product
and try to convert it into
and finally
our value proposition should be
durable in timing
if we are promising something
we are standing out for something
which our neighbor is going to copy
in one day of developing
that's not a good value proposition
as you can imagine
I'm not going to show it to you
I really recommend it probably you've seen it
the speech of Simon Zinek
at one of the TED events
he was talking to a millionaire
just because of the start with the why
speech
basically what he's saying is that
historically
brands has been presenting to us
explaining us what they do
telling some of them
how they do things
and very few of them
explaining why they do things
as I explain you
if we look at companies and what they do
in terms of product it's really hard to see a difference
between a jacket of north face
and a jacket of Patagonia
they all have gore tags
they all have primal off
they all have double zipper
and they cost 300 and 320
where is the fucking difference
the difference is not in what they do
the difference is probably on how they do things
and most important
on why is Patagonia
doing the outer jackets
for example
that's what's going to involve me
as a client
and say you know I'm going to buy the Patagonia one
instead of the north face because what I know of Patagonia
is that they invest a lot
in conservación patagonica
in Chile and Argentina
they invest a lot in saving the planet
blah blah blah
so I would feel attracted and I would convert
into that brand because of the why
not because of the what
I would probably feel attracted by the product
I can feel attracted by a car passing through the street
I might not buy it
until the moment I know the story
of how they do things
and why they do things
so the example of Patagonia
you know the brand
no?
ok
that guy here
is Ivan Trinar
the owner
so far
and the startup guy
the entrepreneur behind Patagonia
his story is really interesting
in year 68
69
well initially he was working here
his father owns that
little atelier
doing I don't know the word in English
producing iron pieces
I don't know the word
anyway
he love to go to Yosemite
to do some climbing
so he start producing his own pieces
to climb there
and that became a huge success
so he was selling pieces to other people
then he decided to
go on surfing and climbing
from California
to Los Andes
to Corcovado
there's a nice documentary called 180 degrees south
I really recommend it
with some friends
and the moment they came back
one of them start up
the north face
and the other one start up Patagonia
even though
they were really good friends
the guy who start up
north face die
on an accident
in Patagonia
both of them together they start up
conservacion patagonica
buying all the wild lands
in Patagonia
to avoid energy
and power companies to build
presses
Patagonia so far
has been famous for
doing only
the sports
and the outer sports and jackets
that he practices
so he's practicing surfing
climbing, fly fishing
and they are producing some items for fly fishing
and if he wears it
if he says ok I'm gonna wear that
I can sell that product
which is a really nice why
I do things
the other reason why they do things
is to prevent
companies
to destroy
the ecosystem in Patagonia
they have created
that NGO called 1% for the planet
for which they dedicate 1% of the sales
not the profit the sales
to the
initiative regarding
sustainability
they have the initiative called
Warware
which is that they repair
all the jackets
all the products that you have from them
you can go to a store of Patagonia in the US
and they will fix it there
they even have a kind of truck
going around the US and even in Europe
that they can fix it there
there's a small sewing machine there on the back
of the caravan repairing your clothes
they are always
they've been always against Black Friday
and what they promised last year
was that they will give all the money
all the money
all the money that they make on Black Friday
through
NGO
sustainability
corporation or organizations
they sell 10 million dollars
they sell that
so it's pretty much crazy what they are doing
and that explains
why Patagonia
is a
interesting company instead of brand proposition
it's authentic
it's made out of passion
if your company, if you are capable of explaining
the why you're doing things
probably people will feel
more engaged with your brand
than just looking at your app
or at your shop or at your clothes
there's another example of the guys from Airbnb
I don't know if you know
that that was the first logo
before they became rich
and they decided to invest in branding
but the story of
the founders of Airbnb
there was year 2008
and there used to be
the democratic national convention committee
happening in San Francisco
where the three of them studied and lived
and they share a flat
and they realized that all the rooms in the hotels
were fully booked because of that
committee
so they decided why don't we rent
our rooms
there's a very crappy website
where you can book their own rooms
and some of the friend's rooms
so that was a pretty much a success
and they said why don't we
just dedicate ourselves
to that project which we call Airbnb
for air, bed and breakfast
so that's why the name is like B&B
and they said
we need $6,000
to
to dedicate one month of our life
to code Airbnb
as we imagine
so they came up with a really nice idea
they created
a website where you can buy
cereals for breakfast
rather you were
for McCain or for Obama
ok
and they make, I don't know, more than $20,000
but the nice thing is that they send
for free
the two boxes of cereals
two journalists, political journalists
all around US
so they were mentioned
out of one journalist in Washington Post
about that he received those cereals
and that's how they
all of the campaign
an awareness on Airbnb exploded
ok so again
we trust them because
they started themselves renting their own houses
and that's again a story
of passion and authenticity
and finally a story that I love
because it's really close and I know them
and it's how the world is going on today
this is the guys from Morrofi
Morrofi today
it's a product brand
and they sell Bermude, Olives
Pulpo, Afeira
and Onapot
and all those kind of Galician
conservas
but how all that started
is with a blog
a world press blog 10 years ago
they start generating content
you can create your brand today
you can create a product brand today
by starting, creating content
they were just posting
the bars
and old bodegas from Barcelona
that they love, they went there
they had lunch or dinner, they took some pictures
and they posted it here
then suddenly the magazine came out
start mentioning them
because they were like the guys
who know the most about old bodegas
and everyone was following that blog
and then Marcel
that guy had the chance
to buy
that little tiny bar
in the corner
he used to be a graphic designer
and designing websites mostly
so he started with a bar
then he opened another one
called Altra Vida
then another one inside La Illa Diagonal
and then later on
he created his own line of product
so normally
my clients
like Lace for example
they are doing products
they would love
to have a shop by their own
and they pay
you to create content
now, suddenly
we realize how things are changing
and how today branding yourself
start probably with being authentic
and explaining what you like
and showing where you go
to it, what places you like
and then people connect with you
I'm talking about positioning
statement
I'm talking about having
a value proposition
which is really clear
to your audience
this is a very clear example
like Duracell
Duracell last long
and that's something
that they have been putting in our mind for years
whatever they do
whatever the campaign is
even they have that fine rabbit
whatever
they have the same message
they are working in the same direction
that's consistency
that's being coherent
I can tell you one thing
the smaller the company
like some of the startups
that I work with
the more inconsistent they are
everything they do
in terms of communication
they want to do it new
and different from the previous thing
I'm not sure
but you know it's already 6 months
since we did that
we should change that
look please at what BodaPhone is doing
it's red
it's on a box the text
and with an image on the background
for years, for years, for years
because we as consumers
as users
we are not impacted by everything
that your company is doing
we are impacted by very few of the things
you are sitting on the table of the company
you are creating every element
and you think that
it's too much of red already
we should change, we are not red anymore
but still your client doesn't have a clear idea
that you are red
you know what's this
un brazo
de Sharon Stone
de Sharon Stone
de Sharon Stone
este es un instinto básico
el film
este es uno de los fracos del film
en un segundo de un film
hay 24 fracos
en un film de 2 horas
hay millones de fracos
este fracos
de Sharon Stone
es la identidad core
de la instancia básica
este fracos
sintetiza lo que ese film es
así
siendo capaz
de identificar
lo que hace que lo unique
te ayudará
a tomar
muchos esfuerzos de otras cosas
fócusen en una cosa
no intenten fócusen en muchas cosas
no intenten decir a tus consumidores
y a tus audiencias o a tus investidores
por 10 razones
por lo mejor en tu
o por tus productos
intenten tener una idea
y seguir adelante
este es el ejemplo de
no es aquí hoy, pero en Warby Parker
¿Sabes Warby Parker?
Warby Parker es
una startup del U.S.
vendiendo clases
en inglés, graduadas
corregiendo clases
fueron los primeros
solo online
en el very beginning
como o no
pudo elegir un concepto brand
literáneo
literáneo
y ese concepto soldado
inspira todos los touchpoints
que tienen
el nombre de Warby Parker
es uno de los principales carácteres
en Jack Skedwack Nobel
tienen desde el primer día
una iniciativa
para comprar un par
para escuelas de niños
que no tienen dinero
para ingresar a las clases
cuando empezaron
a tener
las clases
y el pop-up
que tienen fue un bus de escuelas
uno de esos buses de U.S.
entonces todos los touchpoints
estaban trabajando
en ese concepto con literáneo
pero no se fue
el pop-up
que es el pop-up
que se escapó
con el pop-up
y el pop-up
es el pop-up
que es el pop-up
que tiene
el pop-up
y el pop-up
es el pop-up
y porque tienes ese packaging, que es unico y patente, con dos espacios aquí,
significa que cuando servas, no se vuelve como un boblin,
puedes crear un flaco japonés con tu capa de tu faceta,
y eso realmente expresa tu esencia del mar.
No hay que decir nada.
No empiezas a decir cuántos calores, cómo producen,
dónde producen, una promoción.
Eso es todo, es fácil, ¿ok?
Por ejemplo, vamos a猜ar,
¿cómo crees un maker permanente, un marco?
¿Qué es el esencia?
Si estoy intentando vender tu marco permanente,
¿qué te prometo?
Que es permanente.
Que es permanente?
¿Y qué es permanente en vez de un marco?
Tatu.
Tatu.
Muy bien.
Entonces, puedo mostrarles en una campana de prensa,
esa idea.
Tatu.
Tatu.
Pero ¿cómo puedo mostrarles y mostrarles
que el tiempo ha estado pasando?
Una persona.
Una persona.
¿Cómo puedo saber que el tatu es todo?
Más o menos.
Más o menos.
Estás muy cerca de Tatu, una persona.
Bueno, esa es la solución.
Ok.
Entonces, alguien que ya está muerto.
Esa es la forma en que puedo decirles
que eso ha sido hecho.
Hay una especie de inconsistencia aquí,
que cuando Jimi Hendrix estuvo vivo,
nuestro marco no estaba en el mercado.
Pero ¿qué importa?
Ok.
Bueno.
Entonces, os recomiendo usar,
no importa si es el modelo de marco,
o el modelo de marco que Danone usa,
o lo que sea el modelo de marco.
Esa es la forma en que usamos la firma,
por ejemplo, que nos ayuda a identificar
en el very end,
que es la esencia de tu marco,
que es la proposición de tu marco,
y que debería llevar en cuenta algo
que genera en tu categoría,
que es ese marco.
Esa es una definición buena
para tus consumidores.
¿Cuáles son tus competidores ofrendos
y, finalmente,
qué es el interior?
Y el interior,
es esa necesidad
que no está producida,
que no está soltada
por tus competidores.
Puedes escuchar a las personas
cómo usan already existing products
en esa categoría,
y qué está pasando
con esas apps,
ese producto que están already there.
Entonces, deberías venir
con tu proposición de marco.
Puedes tener algunos profitos
o beneficios,
tus clientes tendrán algunos profitos
de usar tu app, tu producto,
todo lo que sea,
basado en razones para creer
que es muy importante.
Entonces, la NONE,
son los kings de esto.
Se sale a actividad.
¿Sabes, actividad?
Usamos Shakira,
una actividad advertida,
y Shakira usa actividad,
donde ella puede ir a la tola
cada mañana a 8 a.m.
Para regularse.
Y eso es un profito,
eso es un profito.
¿Qué es el motivo?
¿Por qué debería creer
que Shakira irá a la tola
a 8 a.m. cada mañana?
Es porque
la NONE ha creado una formula secreta
consistente en
bifidus activus,
y las acasimunitas.
No te encontrarás
si veas la actividad.
No es ahí,
ellos compran cosas escaleras,
cuando los que pero con un scalar
son las causas de acervy
en un producto,
los頹fue dos,
los Intel son la causas de acervy
por que perfume HP
¿Quiénes son las preguntas?
La siguiente es que, cuando tenemos una idea clara de nuestra propuesta,
deberíamos replicarla y implementarla en cada punto de contacto que tenemos.
Creo que...
Voy a compartir esto con todos los personas.
Ok, bien.
Así que esto es un funnel típico de conversación.
O sea, sabes sobre eso.
Y en esa línea clara, puedes ver muchos de los puntos de contacto que existen.
Algunos son físicos, algunos son digitales.
¿Y en qué momento de tu ciclo de vida, o de su viaje consumido,
deberías clicar en ese botón, deberías considerarlos.
Ok, así que lo leeré más tarde.
Pero lo que quiero mostrar es que...
todo, todo lo que haces como una comunicación,
parte de tu ciclo de vida, deberías tener en cuenta.
Por ejemplo, la arquitectura de ciclo de vida.
Empecemos hoy con una solución, con un producto.
Pero probablemente vas a crear extensiones de línea.
Y por cómo definir tu ciclo de vida,
podrías hacer algunas cosas, podrías hacer otros.
Por ejemplo,
en la categoría de Deodorant, Axe.
¿Sabes Axe? ¿El brand Axe?
Ok, y sabes Rexona.
Sabes de ambos brands.
Y probablemente veas algunas noticias.
Algunas campañas de Axe.
Hay un chico,
él pide a él algo de Axe,
y luego todo el chico va loco,
después de él.
Si veas...
Cuidado con esos comerciales.
Veas que el chico no es tan atractivo.
¿Y por qué eso sucedió?
Es porque los hombres, nosotros,
vayan a comprar a nuestro propio Deodorant.
Y así proyectamos nuestra imagen a ese chico.
Entonces, si veas que ese chico no es tan bueno,
puedes hacerlo también.
Es lo contrario de lo que pasa con los perfumes.
En el fútbol,
veas los comerciales de perfumes.
¿Quién vio los perfumes?
Tu amiga o tu amiga?
Un hombre impresionante,
debería convencer a tu partner.
No a tu mismo.
Entonces,
tu partner está mirando a ese chico,
pensando que,
tal vez, por el perfume,
tendrás que ser tan lindo.
Pero esto es sobre la tarjeta.
Esa es otra historia.
Si eres Axe,
y si tienes un escenario muy claro,
que es cuando usas mi producto,
vas a tener suceso en términos de sexo,
¿qué puedo hacer aparte del otro?
¿Qué pueden ser mis extensiones de línea?
¿Puedo crear una tarjeta de ropa, por ejemplo?
Puede ser.
¿Puedo abrir un disco?
¿Puedo crear unas vacaciones de amor?
¿O condensas?
Puedes aceptar eso, porque mi escenario,
mi propósito de valor,
no tiene nada que ver con cómo me llaman.
Tiene que ver con la atractividad, con el suceso,
bla, bla, bla.
Pero si me rompe el sonar,
y mi promesio de marzo de 24 horas,
¿qué puedo hacer en términos de extensiones de línea?
Entonces,
no tan sexy.
¿Sabes cómo importante es?
Entonces, el momento en el que definimos el arquitecto de marzo de 24 horas,
es después de lo que identifico,
que es mi escenario de marzo de marzo de 24 horas,
mi propósito de marzo de 24 horas.
¿Qué es detrás de Bergin?
Es que la actitud de las marzo de marzo de 24 horas
contra grandes categorías
y negando el líder en la categoría,
negando una dictación o una autocracia
o una ligarquía en una categoría,
y él va ahí,
y él empieza con una cola,
o él va a la Unión Europea,
el mercado de marzo,
intentando competir con el sistema de marzo nacional
de la Unión.
Eso es lo que hace Bergin
tan transversal.
No es lo que hacen,
es por qué hacen cosas, ok?
Un otro muy importante punto del marzo de marzo
de tu marzo,
es tu identidad visual.
Es tan fuerte,
que incluso si yo cambié el nombre,
aquí,
o hacer un link con cola, por la forma, por la tipografía, por los colores,
es muy importante, es muy importante,
no sea icónico, no sea complicado, no crea muy complicado,
eso used to be the very first, one of the very first laws of tips,
no one, no one will create such a typography today.
It makes something very clear, very iconic, ok, that people can identify easily.
Typography is important, everything is important.
Don't use any typography, I mean, that's probably one of the learnings of Steve Jobs.
He went one day to a graphic design school session in the university,
and then suddenly he realized how important typography was,
and he decided to let us choose typographies in the system,
when we write, that was one of his inventions,
so typography may tell about you, may make your communication more efficient,
we identify the brands behind all these sentences,
all these words here, just because of the typography, ok.
Brand identity, I already told you a little bit,
but when I show you this, you know, what do you see there in FedEx?
That's been probably one of the most successful rebranding campaigns for the last 30 years.
I think it was done by Landor, or Interbrand,
and there's one nice thing about this brand that probably you know,
but if you don't know, from now on you will only see that thing,
which is this little arrow here,
and this is magic, because if you're a courier company, it's nice,
the arrow means something in your sector, in your category, ok.
So the arrow become part of the system,
and what is more magical, even, is that when you translate your brand to Arabic,
you know, they write from right to left,
so the arrow is always there,
but pointing out to what Arabs consider to be the good direction, ok.
In terms of color, colors can mean a lot,
and colors can bring your power to your brand.
Recently, Cola has moved from what we see on top, ok,
to what we see here,
and just because of the use of red,
we can understand that they are going again
to a really powerful monolithic brand, ok.
They used to have, red was 25% of their color,
only one of their packages was fully red,
and now, suddenly, just, there's a third of the three cans
that are in black or silver,
so they want to go back to empower one color.
In the most competitive categories,
the players, you can identify themselves by the color,
in mobile, in banking, in Cola, for example,
they really are owners of a color.
If you're designing a product, think about it, think it twice,
I always ask myself,
how come if you are doing a computer or a laptop,
why, why you do it black?
They are all black,
all your competitors, they do it black.
So, you have a piece of thing, of plastic,
that you're going to carry around,
that you're going to have thousands of millions of people
carrying around a piece of black plastic around,
and you can only put your logo on a corner.
Branding is not putting your logo and stamping your logo,
branding itself, by the way,
means burning in German,
that's the origin of the name of branding,
which is brand the cows, brand your animals.
It's not about this, it's not about putting your logo,
it's more about that you can use another material
or you can use another color.
This is the white theory,
if we can identify your product,
putting it on white,
you're going to be rich.
We all know the brands behind those images,
it takes time to do that,
but they've been consistent,
Converse has been doing the same sneakers for 50 years,
Trivial Pursuit has been doing that little chisps
since the beginning,
and Lego, and Gilead, and all those brands.
And then you should think on your packaging,
water, water is probably a commodity,
and we buy small water bottles every day.
In the water category,
the two elements of branding is the shape of the bottle
and the small etiquette and pack and label that you put there.
How come only two brands have a very specific shape of packaging?
I mean, if it's critical for you on identifying,
for identifying we have Terrier,
and we have Solán de Cabras,
for the rest they look the same.
And that's the most critical brand touch point
in the water category,
so I think it twice.
And of course you're advertising,
the moment you start communicating,
don't try to put too much information.
This generates more awareness
that I campaign with a photo of your product,
with a price there, with a promotion, etc.
It is a really nice, an old video on YouTube,
that it's Howard Microsoft,
designed at the first iPod packaging.
Have you seen that video?
You can have a look at that,
it's interesting,
and give an image of how those two brands are different in a way.
The retail experience.
Tesla defines themselves as a software with wheels.
If you're telling that to people
and you're saying that you're not in the automotive industry,
when you do store,
you don't put a car, a finished product,
you put the chassis,
the skeleton of your car,
because you're going to build it,
like if it was software,
and you go to a store of them,
and you can see that,
and you can, through the screens, through the walls,
build up your car.
And that will help us to understand
why Tesla is a software company
and not an automotive company.
Those are, I've been talking a lot
on physical brand touch points,
and probably you've learned about the paid,
earned, and own touch points.
So this is another model,
another way to put brand touch points in order.
Paid media, you know what paid media is.
I will make a short story about it.
Everything that you should invest money, mostly,
to promote your brand digitally or offline,
for example, is considered to be paid media.
There are some areas of crossing,
like, for example, earned media,
which is everything,
every free mention that you get online, reviews,
videos on YouTube of influencers who talk about you.
There's here, in between points,
which is all the influencers and Instagramers
that you pay to promote
and put some tweets or Instagram
regarding your product or your brand or whatever.
I would suggest you to invest in your own media
if you're a startup.
Create content, relevant content,
be creative, creating your own content,
and then think on how you're going to promote
that content.
Do not think on a website,
do not think on a blog,
do not think on a content platform.
Create the content,
and then identify through which channels
we're going to spread that content.
That's one learning from companies
that we've been working with.
So a couple of examples of companies
que they've been really focusing on creating content
and that their brand has been created by the community GoPro.
We don't know anything about the product.
We don't know how megapixels they have.
We don't know how long the battery lasts.
We don't know many, many of the product things
because they've been positioning that you can be a hero.
They've been telling us that we can be heroes,
showing us videos of people like us doing crazy stuff
and inviting us to do so.
And then we believe that
and we start recording ourselves
and giving them authorization in most of the cases
to use those images and share them.
And the moment you go to a point of sale,
a physical point of sale and you see a display of GoPro,
there's not a single mention about the product description.
You have a small screen
which is in a constant loop of video of people doing crazy stuff.
People like us, apart from some professionals,
and they would say, I want to be a hero
and you grab one of the cameras which cost $500.
We are buying.
What we are buying is doing those crazy stuff.
Okay, that's what we're buying.
And also about the power of influencers and ambassadors.
They can be great people for your brand.
They can help you a lot
if you know how to choose the good person,
the good guys, the good girls,
the good ambassadors
and what to give them in exchange.
It's been so burned out,
the thing of using people and influencers
to promote your brand
that you should be very careful
on how they post about your brand or your products.
If it's too evident and too obvious that you're paying them,
you create the opposite effect of what you're looking for.
Okay.
Any questions?
I don't know what time it is.
Okay.
I'm already finished.
Whatever you do,
whatever you create,
whatever brand touch point you develop,
think on this.
Or more than this, think on Steve Jobs.
Okay.
That was an example of consistency
with the Levi's,
the sweater, the new balance
for 20 plus years,
wearing the same.
So people will not get bored.
Okay.
Just be consistent.
Okay.
A couple of examples before I finish
just to explain you some of couple of things
that we did so for the last year,
I think it was.
You know Buddy?
Buddy is a nice startup.
It's like the Tinder.
It's a mix of Tinder and Airbnb
or Idealista.
The idea is really nice.
The way you navigate through the app
is the same way as Tinder.
It's for roommate.
It's for looking to share a flat.
And you know how important it is.
It's as important the room
as the people who will live on that flat.
So what you see is a picture of the room
and a picture of the person
who is the landlord officially
or who's there living in the house.
And you just skip or not.
It's pretty much focused also to start up
some relationships, okay?
And well, the project was pretty specific
to create their brand identity.
They came with a name already to us.
And we just decided,
we don't recreate those toasts,
which are funny, which means a lot,
which is a kind of cheap breakfast
that most of us have every now and then
or on the weekend.
And very funny and colorful images
to focus on those toasts
as an iconic element.
And that's it.
It was that easy.
I have nothing more to add than the toast, okay?
The toast was like a key element for them
to express their difference.
And another project that I'm a little bit more proud of
because we start up,
it was a huge, huge change
done in three weeks.
Crazy time because
there used to be Nubello.
I don't know if you know Nubello.
Okay, so Francesco from Nubello came to us.
I said, okay, there's a big part of my business
that it's not mine anymore.
I've sold it to guys in Australia
on December 12th last year.
My website, my Nubello.com
is gonna redirect to freelancer in Australia.
So we need to create a new brand.
And we're gonna focus only in a part of our services
which is long-term recruitment,
not short projects like they used to do,
but like a headhunter, okay?
And their attitude,
they ask us for a new name
and their attitude as a startup
was so radically different from Michael Page,
for example,
y other existing recruiters and headhunters
that we say they should be called bandit
because they are focusing specifically on IT profiles.
So it's like the band of IT, guys.
And the name is like the Robin Hood
of the headhunters, you know?
And they love the idea.
So another learning from being a startup
and they invite anyone in the office to choose the name.
And I can tell you,
Francesc, which is the CEO and the founder,
he left the room because he has to go to Mexico
in the middle of the meeting after seeing all the names.
And he said, you know, I prefer...
And he said another one.
But then, all the stuff,
like 10, 20 people who were there, they came in
and they all vote
and they choose bandit.
And that was the name.
So the process of decision making
and a startup is really different
from my huge clients like Unilever.
They take months to decide.
No one decides, okay?
Or at PepsiCo.
It takes so much time to decide.
And then you can risk.
With a name as bandit,
you should...
It's a promise that you do to your employees,
to yourself as a CEO
how you should behave,
how you're gonna behave as a company.
If you're called bandit
and then you behave like Michael Page,
the whole thing collapse.
Okay?
So it's really a promise that you do to yourself.
And that's it.
One color,
one idea of the bee,
which is a piece of puzzle.
We are putting the piece of puzzle on a company
that people that you need
that really feeds on your company.
And that was the concept
for removing that part of the bee,
which is the idea of having that piece of puzzle
that you should include there.
I think that's it.
Thank you and feel free to ask me questions.