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How and when did brands get so small? It seems that despite the greater availability of tools and engaging media to connect brands with consumers, the impact of brands on society has greatly diminished. Why are the trillions of dollars currently spent on marketing only getting us “Paris Hilton” brands instead of timeless “Liz Taylors?” It seems that this past decade’s media revolution has empowered consumers while making brands more insecure.

Brands that want to be leaders must learn how to lead. They must facilitate what we call “branded movements” – or powerful collaborative statements with non-traditional groups such as grassroots organizations and influencers resulting in powerful brand communities. How do branded movements begin?

Brands should first adopt a more assertive attitude with regards to the roles they can play in society. They should not be afraid to ask themselves how they can change the world. This type of weighty question will naturally guide your brand to true values and give clarity, edge and purpose to your branding strategy. Plus, doing so will also bring you closer with a stronger base of consumers that are already asking themselves that very question of the brands they embrace.

A growing number of examples of branded movements is feeding consumers’ appetite for brand meaning, including General Electric’s “Eco-magination,” Lance Armstrong’s “Live Strong,” Dove’s “Real Beauty”, and Bono’s Red Campaign. At the core of these initiatives is a brand becoming human, inspiring through values, and then building communities through stories and interactions through imaginative use of creative and media.

“Branded movements,” work because they give everyone involved a sense of purpose around the brand and its values. They are also powerful because they allow to brand to touch upon society’s big shifts as well as the themes impacting the day-to-day decisions of individuals and families. The brand becomes both symbolic and relatable, inspirational and accessible. It is then, by being truly a part of consumers’ lives that our shrinking brands can become big again.

As part of the idyllic period that is the sabbatical between Christmas and New Year’s I read a clever book by Mexican writer Jorge Volpi entitled “El Insomnio de Bolívar,” which loosely translates to “Bolívar’s Insomnia.” In this tome Volpi explores whether the concept of Latin America exists or is an exotic construct crafted by foreigners. The author doesn’t seem so convinced about Latin America, at least as most of the world sees it in the form of a quaint form magical realism, balmy banana republics or a whole other slew of extreme stereotypes.

According to a somewhat caustic Volpi Latin Americans aren’t that much different from the rest of modern societies, don’t have a lot in common with other Latin countries, don’t interact all that much with each other, and tend to look somewhere else for inspiration. And that somewhere else for many, especially writers and artists, is increasingly the United States. Ironically it is when confronted with the U.S. and its somewhat simplistic take on the region that a true pan-regional Latin identity surfaces. This makes Latin Americans soul brothers and sisters with Canadians who also deepen their sense of pride when comparing notes with their American neighbor.

And while the book scores some good points by studying the erstwhile notion of cultural identity in a digitally connected global village where broken English is the most spoken language, my epiphany after the read was slightly different. This book clarified that the true modern day Latin Americans that Bolívar had in mind are U.S. Latinos.

continue reading “U.S. Latinos, What Simón Bolívar Dreamt About All Along”

Ok, first let me give credit where credit is due: My 67 year old, conservative yet media savvy mother sent me this link.

It leads to a hub for disillusioned yet Americans in search for a new road map to follow.  Its main attraction is a well produced music video that puts its finger on the pulse of an American Population lost with within the tumult and turmoil that for better or for worse has turned our economy upside down. The premise that “I played by the rules and then the rules changed” is a valid one, if not the most empowering one. Perhaps in this new economy it’s not enough to simply play by the rules of the game, but we must also be prepared to see where the game is going and be prepared for changes. In a way, it’s a kind of therapeutic tool that builds community off of shared stories of personal sorrows. I think ultimately it will be an important part of our American history to chronic these stories of what the average American went through in the depression of 2009.
Its got a catchy tune as well.

http://www.bornagainamerican.org/

This article appears in adweek, for the full story, click here:

As marketers struggle with this recessionary economy, history might be able to provide a lesson or two in terms of how to survive and create opportunities for growth. Our president-elect purportedly is looking back at history, including Franklin D. Roosevelt’s management of the Great Depression, for inspiration to deliver on his winning “change” proposition. And while FDR might have a few lessons for Obama, I also think there are some strong reasons why your brand should take a look at our thirty-fourth president for tips.

The current economic crisis with its near collapse of the financial markets and consumer sentiment is the type of perfect storm that comes once every century or so, making it normal for us to look back at the handling of the Great Depression for guidance. That watershed moment in our nation’s history also witnessed a near collapse of our economic system as well as the public’s trust, allowing FDR to motivate the country around his winning 1932 campaign proposition of a “New Deal.”

What made the New Deal unique and noteworthy was the acknowledgement that the tough circumstances facing the country required a drastic reassessment of how things were done, primarily through stronger government intervention. And while the New Deal’s basic tenets provide eternal fodder for the rich and heated debate around our government’s role in the economy, its lasting impact is with us today.

I propose that, despite the economic and political interpretations of the program and its merits, we look at its key lesson of FDR’s government reengineering to address what is undoubtedly a new day in consumer perception and, hence, in marketing

This article appears in adweek, for the full story, click here:

As marketers continue the uphill struggle to ignite consumer spending during this recessionary economy, not everything should be gloomy. Recessions have historically instigated certain business corrections that fuel innovation and creativity.

Additionally, many of the brands that have weathered the test of time have been those that continued business as usual during rough times. They took advantage of their competitors’ retreat and invest to extend their market share. To a certain degree, that’s when leaders are made to last.

Many brands are looking at international markets. There are also some golden spots at home. A unique opportunity currently exists to increase the investment in the Hispanic market, which constitutes a domestic emerging market.

Here are some reasons why you should engage the Hispanic market:

• Already at 15% of the population, the nation’s largest minority is fueling over half of the population growth during the next ten years
• The Hispanic population is also, on average 10 years younger, allowing you to also make a strong impact in seeding market share with both a current and future consumer base
• Hispanics are perfect for pilot marketing programs. They are more centralized geographically and with least costly consumer acquisition costs including media, it’s more practical to engage them then other groups.
• On average, the average Hispanic family is bigger and is supported by a larger extended family allowing them to lend a hand to jointly manage difficult budgets as a result of the economy.
• Focused on quality as part of their
• Finally, U.S. Hispanics, strongly connected to their home countries, can also serve as a gateway for international expansion into emerging markets such in Mexico and South America.

So. Go ahead and say “que tal” to this local emerging market.