{"id":1926,"date":"2020-03-23T17:08:15","date_gmt":"2020-03-23T16:08:15","guid":{"rendered":"https:\/\/blancfestival.com\/?p=1926"},"modified":"2020-04-13T11:44:50","modified_gmt":"2020-04-13T09:44:50","slug":"producto-marca-futuro-del-branding-puede-que-sea-el-blanding","status":"publish","type":"post","link":"https:\/\/blancfestival.com\/en\/producto-marca-futuro-del-branding-puede-que-sea-el-blanding\/","title":{"rendered":"Producto \u2192 Marca. El futuro del branding puede que sea el no-branding"},"content":{"rendered":"

Todo el mundo vive con la necesidad de contar -y escuchar- historias<\/strong>. Es algo ancestral, intr\u00ednseco a la condici\u00f3n humana. Es natural, entonces, que sean muchas las marcas que llevan tiempo haci\u00e9ndolo.<\/p>\n

Red Bull (probablemente el caso m\u00e1s descomunal), Michelin (el m\u00e1s antiguo), Wetransfer (ahora con Wepresent<\/a>). Incluso Leroy Merl\u00edn cuenta relatos. Y tiene l\u00f3gica: los humanos \u2013a priori\u2013 conectamos m\u00e1s con el storytelling que (seguramente) con el producto en s\u00ed.<\/p>\n

Un packaging bonito, un Instagram inspirador (o no), una web repleta de contenido. En un contexto saturado de tanta oferta y competencia, el (buen) branding es una obligaci\u00f3n casi expl\u00edcita para cualquier empresa. Y no tiene nada de malo que as\u00ed sea. Sin embargo, quiz\u00e1s se est\u00e1 invirtiendo demasiado lo que ser\u00eda la Pir\u00e1mide de Maslow de las marcas. La prioridad, ante todo, deber\u00eda seguir siendo ofrecer el mejor producto al cliente.<\/strong><\/p>\n

 <\/p>\n

Empresas que son m\u00e1s marcas que productos<\/h2>\n

Par\u00e1metros como la calidad, la durabilidad, el buen dise\u00f1o y la funcionalidad deber\u00edan ser los bar\u00f3metros principales a la hora de analizar el amplio espectro de propuestas de valor que -como consumidores- se nos ofrece. En los tiempos que corren hay demasiadas empresas que son m\u00e1s marcas que productos. Pagamos el envoltorio, el posicionamiento, la aspiracionalidad. Y luego viene el vac\u00edo: un agujero negro econ\u00f3mico y moral.<\/strong><\/p>\n

Hay un poco la sensaci\u00f3n de que con un buen storytelling podr\u00edamos vender incluso bolis bic por cien euros la unidad. Y este es un hecho que como sociedad no nos podemos permitir. Toda la cadena de producci\u00f3n \u2013\u00a1y el planeta!\u2013 requieren volver a la esencia; a lo b\u00e1sico, lo genuino. Solo as\u00ed no iremos m\u00e1s atr\u00e1s de lo que la naturaleza no nos permite \u2013si es que todav\u00eda estamos a tiempo.<\/p>\n

Adem\u00e1s, teniendo en cuenta que la diferenciaci\u00f3n competitiva es el \u2018wonderkind\u2019 de la publicidad, quiz\u00e1s invertir solamente en crear un buen producto justo para todo el universo ya podr\u00eda ser una campa\u00f1a de marketing en s\u00ed misma (aunque si este es el fin, mal vamos).<\/p>\n

\"Imagen

Imagen: Octavi Serra<\/p><\/div>\n

 <\/p>\n

No-branding, Storydoing, Blanding<\/h2>\n

He ah\u00ed la posible promulgaci\u00f3n -algo ut\u00f3pica- del no-branding como el nuevo branding, o algo as\u00ed como pasar del storytelling al storydoing<\/strong> real; de verdad. De hecho, (quiz\u00e1s) en esta l\u00ednea, una de las tendencias m\u00e1s relevantes (que no nueva) para este 2020 es el \u2018Blanding\u2019, anglicismo derivado de \u2018Bland<\/a>\u2019, que significa soso, anodino, sin car\u00e1cter. En otras palabras: la ant\u00edtesis de lo que aparentemente deber\u00eda ser una marca.
\nEl tiempo especificar\u00e1 los matices de la materializaci\u00f3n de este nuevo concepto “blanding”, pero ser\u00eda positivo y bastante transformador que no fuera algo solamente est\u00e9tico.<\/p>\n

 <\/p>\n

Como colof\u00f3n…<\/h2>\n

\u201cSuccessful brands of the future care about people, not branding\u201d – Thierry Brunfaut<\/p>\n

\u201cIf you are not paying for it, you become the product\u201d<\/p>\n

\u201cMarketing killed the whole thing. It\u2019s governed by greed, not by vision.\u201d – Anti-Fashion Manifiesto, Li Edelkoort<\/p>\n

\u201cThere are brands out there in the world that have an incredible influence on the culture. Numerous ones are badly done\u201d – Stefan Sagmeister<\/p>\n","protected":false},"excerpt":{"rendered":"Todo el mundo vive con la necesidad de contar -y escuchar- historias. Es algo ancestral, intr\u00ednseco a la condici\u00f3n humana. Es natural, entonces, que sean muchas las marcas que llevan tiempo haci\u00e9ndolo. Red Bull (probablemente el caso m\u00e1s descomunal), Michelin (el m\u00e1s antiguo), Wetransfer (ahora con Wepresent). Incluso Leroy Merl\u00edn cuenta relatos. Y tiene l\u00f3gica:…","protected":false},"author":6,"featured_media":2034,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[128,129,60,37,31],"evento":[],"class_list":["post-1926","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovacion","tag-producto","tag-marcas","tag-diseno","tag-blanding","tag-branding"],"acf":[],"yoast_head":"\nProducto>Marca. El futuro del branding puede que sea el blanding - Blanc!<\/title>\n<meta name=\"description\" content=\"El nuevo branding ser\u00eda pasar del storytelling al storydoing real. 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