1980
we are in buenos aires the city in
that I was born 52 years ago and in which
I still live this woman today that we see
seduces me from the public road from
the posters of the street is me
proposing a new way of
integration between art and communication
I also want to study in the
Pan-American art school
so with my second year of the
full high school
I go to school and I write but
they tell me not that I have to wait for a
year more until completing what in that
moment was called the basic cycle of
secondary school
so he actually studied one year
more at school and with my 16 years
I finally start studying design and
discover a world that fascinates me and that
the world continues to fascinate me
of design graphic design to which
She considered the most genuine form of
visual expression of my time
a few years later he starts studying
advertising in a class the teacher will
ask a friend for a friend to pass
in front and write on the board
the rational arguments by which
loves who is going to be his future wife
because he was about to marry
he begins to notice in the on the blackboard
my girlfriend is cute is nice you
they like children like to travel knows
english and so on
and so on until the whole
when with when the teacher finishes
asks me to take the draft and delete the
half of those arguments
my friend starts to delete them
the teacher asks he continues loving her
keep eliminating arguments can not
answer continues deleting and when you
there are a few left says again
and now when my friend who was already
complicated to answer tries
do what
my teacher comes to his rescue and says
look at the love you feel for the one
is going to be his wife is actually and
rational and all those arguments that
you have written could not exist if
you effectively the more you are going to
marry the same with her
in the same way in communication
advertising
we receive arguments that are not other
thing more than justifications for
let’s be a little calmer in the
moment to make the decisions of
consumption and purchase that we take
effectively on a daily basis with all
products and services that we consume
but many times he does we do it
without necessarily being absolutely
in knowledge of what those are
arguments as when we believe that a
auto is more powerful it includes a
suborbital synovial fluid within
its components or a dishwasher that is
more effective because they have
bioactive microparticles while
so much I keep studying I formed a study
of design with two friends
He returned after the race to
graphic design of the faculty of
architecture design and urbanism of the
University of Buenos Aires and start
develop my profession getting into
the world of companies of the
services of the products of
consumers a world of course that
is the world of brands where
you need to structure message designs
but always in an organized way
as to effectively be
efficient communication with
consumers and users but I also
I realize that the design just does not
reaches the design that I so much asked
it is not enough to effectively complete
that role is this famous impulse
emotional that the teacher talked about in
relationship with my friend my life
evolving I grow formed a family
I study professional grows and weighs
to succeed in the projects in the
that I carried out I followed
circling that little bug followed me
looking design with no
I reached an afternoon a person
presents the president of a company
trademark consultancy that had come to
Argentina to develop a project and
he begins to explain to me how is his
work methodology begins with
describe phases of analysis of
positioning strategy
diagnosis and just at the end it appears
the design the pencil for saying so one
Take it at the end of the process
then there I understand that what I
was missing for so long
time it was called great for the
discipline of branding we all integrate
Consumer society
a society that once had a
most direct and personalized way of
relate this way was also
instrumented for example through the
barter format such as for example
still carried out today in
some places like in the in Peru
even here in chinchero but today
more than half of the population
world lives in cities
the daily demand of our population
urban life is not enough to be satisfied
artisanal production the supply of
products is huge
They know how many products we can
find in a supermarket a
major city such as slim
to 1,000 2,000 5,000 we can
find with up to 30 thousand products
let’s imagine that we are walking through the
aisles of a supermarket and what
we see on the gondolas
they are a lot of very similar boxes
all white without any stimulus
visual and each of them with a
description of what it contains inside
written in body type 12 arial
switchboard
imagine that we have to interpret what
what’s inside
approaching each of them and
putting us to read
effectively what is
the characteristics and the ingredients
it would be impossible would be very difficult to
You can do it all the time
we could be so obsessive and
meticulous as we would do to
sort out
all that huge amount of information
and stimuli that we market
attacks without truce daily and also
make purchasing decisions without having to
take forward a huge effort
cognitive and here is where is the
essence of branding
We need something that helps us reduce
all that effort and that something are the
marks brands as mental shortcuts or
as I also like to say to me as
emotional bonds are what we
allows us to make those decisions and we
allows us to relate to these products
and services
I personally can not make
no other way I can not understand
how a product exists if not me
essence communicates through
mark my friend the school he
I could have continued writing a
a lot of arguments that
they could continue to happen
it reads but if he really did not love the
who was going to be his future wife was not leaving
to marry that and the brands
in that sense they fulfill that function the
function of establishing a relationship
deep a good a connection
emotional that they also serve us for
to be able to define a bit until our
own personality
tell me what brand you use and I’ll tell you who
you are
finally it reaches the year 2000
Incorporated this brand consultancy
of which he had been fascinated with
with the methodology and starts to
develop projects not only in
Argentina but in other countries of
america latin and started discovering
something that is no secret
actually all consumers of
all consumer markets
we actually search through the
way of acquiring our products and
services the same
We seek to improve we seek to have a greater
welfare and as I said before the brands
as emotional links between
products and we really what
can do is help us
cry then our lives we
can help to shape a better future
for all of us and for our
societies a future in addition in which
brands can help us choose
also better but how to know how
can project the brands that future to
through a methodology we had
a methodology but after a
long work session
we define a bit more suitable to
this new way of conceiving the brands
that we were beginning to develop
so we put together a schema
by which we understand the world of
relationship of people and brands in two
large dimensions on two large axes
one in the present the one with the experience
how brands offer an experience
at all points of contact that
relate to their different users
with its different audiences and another the
world of the future
the world of purpose where the
brand defines what that purpose to
that the future towards which the
consumers and users want
project in the middle this
we call the future brand idea that
it works effectively as a
articulator of this double dimension of
time and space
future brands create a future more
positive for people balancing
in that way what we need
today with what we want for tomorrow
come a moment we ask
also as consultants and specialists
in brands
what is the value that can reach
have the brands organized in this
new methodology and we started then
to also analyze a format a
scheme we need to check this
convincingly to define a little
what would they be in the future
most successful brands that had the
brands that could achieve that
purpose that would be more attractive to
all his audiences because as he says
rap sisodia in his book capitalism
aware
the purpose is
reason for being of every company so
We decided to organize a ranking for what
100 companies which took 100
companies with the highest capitalization
world stock market that is to say the 100’s
higher book value so to speak and
we asked 3,000 people in 17
countries that will analyze them but
through our filter proposal
of 18 attributes specifically
organized in the two dimensions to the
that I referred to nine of them in
the experience dimension and nine of
them in the purpose dimension
we process all this information
collected and we assembled a ranking
this ranking is the ranking of brands
future allowed us to discover many
things naturally the most interesting
was to understand that people are
more willing to relate to
brands with those brands that in
actually provide another experience
consistent today and have a
most innovative proposal and more
seductive for the future
so much so that they were willing
these people also to pay more
they were willing to want to work
more in those companies and to consume more
those products are the products of the
same as long as they comply with
these objectives
that’s the reason why google
precisely it came out ranked as
number one because analyzing the us
we realized that it is indeed a
brand that today proposes an experience of
fascinating use but also has a
very clear purpose is to integrate
inform as many people
in the world
what also emerges as interesting
of this study is that we are
who as consumers and users of
brands we have in our hands the
possibility of improving our
society
by choosing only the products of
those companies that work
conscience so that their brands do not
lose value
based on these results then what
is what I think is what they have to
make the brands so that their products
and services become march
future in the dimension of purpose
has effectively define a clear
target has to be able to work for
that purpose promise a promise
worth the brand redundancy but know
that they will be able to fulfill it in terms of
Consumers have to be able
understand them you have to be able to hear them
integrating them into their own processes
of innovation in the generation of
new products and new services and
they also have to measure the impact
economic they generate
but not only the impact at the level
financial also has to be able
understand that all the actions of the
brands inevitably have an impact
that leave a mark on the environment and not
only in the natural environment but
also in the social environment
in the plane of experience they have to
be aware also the brands of
that the whole form of communication with
your consumers and with your users
it has to be based on
consistency of application of all that
experience in each of those points
contact
for example if the goal of the company
is to delight your consumers have
than being able to be delighted in
each of the points in which to
through which they are already related
be a store or a web page already
be the product’s own consumption and
so on
brands that succeed in the
future are going to be those that achieve
generate a deep emotional connection
with your consumers
thanks to having a clear purpose is
relevant but also today to provide
a consistent experience
this I learned obviously doing
memory
after spending more than two thirds of
my life effectively related to
the brands with the products and with the
services but also understanding that
through them through those
emotional bonds that we establish
with them we will define what is
that
future that we all want and in that
meaning I ask them what brands are going
to choose you to be able to build a
future better
[Applause]
”
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