Las marcas se miden por su valor social - Beople
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Las marcas se miden por su valor social

Los responsables de marca se enfrentan a un mercado muy competitivo y complejo. Como consecuencia, a menudo, se tiende a focalizar los recursos en conseguir penetración en el mercado con mayores inversiones en comunicación y distribución. Por desgracia olvidando invertir en marca, o lo que es lo mismo, en conseguir una marca diferente y relevante.
valor social
Cualquier marca tiene un promesa, pero sólo el propósito consigue separar realmente una marca de otra. Articular un propósito de marca va bastante más allá de crear una frase inspiracional. Es algo que contribuye tanto en el interior –ayudando a los empleados y accionistas a entender el porqué- como en el exterior –ayudando a los clientes a comprender para qué está la marca. Es algo que traspasa los beneficios funcionales y alcanza beneficios emocionales y sociales.
Se trata de encontrar la expresión más profunda de la marca, su misma esencia y transportarla a su vínculo con la sociedad, tanto por valor social, como financiero y con respecto al entorno. La gente ve a las marcas como parte de su realidad diaria, y como tales deben estar cerca de esa realidad en todos los sentidos. Sin duda, las marcas hoy deben medirse por su valor social.

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