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Blog de Tendencias21 sobre el mundo del Branding en la Era Digital

La era digital

Brands are everywhere. You are a brand, I am a brand. And since we have joined the internet we have all become global brands by default. Every day we interact with 4000 brands, of those, 75% didn´t exist before 1980. In the digital era, how important is the way in which consumers experience and interact with a brand? Want a clue? Two-thirds of the CEOs at the world's 50 largest companies actively engaged with customers on social media.

In the past decade many brands have joined the Internet, like you and I, and a new phenomenon is happening: brands that were born on line are now joining the off line world, the physical space.

So now, in this digital era, both worlds (on and off) of the same universe, have things to learn from each other. Both have things to contribute to the other. It´s not a discussion of which is good and which is bad, but wether the two of them can complement, work together. Brands need the two of them. They are 2 world of the same universe, we need both.

In 2012 in the US e commerce sales surpassed on hundred thousand eighty six thousand billion dollars, 15% more than in the previous year. This amount represent almost four times all commerce sales from all the Latin America´s countries together and 10 times Spain sales.

While Time magazine forecast than in 2050 50% of the global GDP will be traded online, in 2012 global B2C commerce topped one trillion dollars for the first time ever. Asia pacific already surpassing the US. And China surpassed the U.S. to become the world’s biggest trading nation last year.

More and more people are having access to the net: an estimated of 2.3 billion people with internet access and we will probably end 2013 with more cell phones that people on the planet. The commoditization we are living globally demands good branding.

Branding needs marketing as well as marketing needs branding: Marketing without branding is soulless. Branding without marketing is mute.

Good Branding can make people pay more for one product or service than another similar product or service.

Branding is about emotion, and emotion turns prospects into buyers. Branding is about being recognized and being different can a make a difference in business.

Brands need to escape commoditization. Create a bond with customers, interact, listen, act, change the world. Brands need to be brave in this exciting times. They need to be relevant for people´s life´s or simply disappear. Good managers need to overcome fear, seize this moment, be the change, lead the change.

We are starring one of the most exciting times for brand building in human history.

We are here to create the future we want to live in. It´s time for rethinking the way we do business, we communicate, we create value.

It´s time for doers. It´s your time, my time. The future belong to those that have the courage of creating it.

Welcome to a new world.
Andy Stalman

Miércoles, 27 de Febrero 2013

Editado por
Andy Stalman
Andy Stalman
Andy Stalman es Licenciado en Relaciones Internacionales por la Universidad de Belgrano y Licenciado en Periodismo por la Universidad Católica Argentina, ambas de Buenos Aires. Ha realizado estudios Avanzados de Comunicación en la Universidad de Saint Joseph, en Philadelphia, EE.UU y está especializado en Dirección de Marketing por la Universidad de Pompeu Fabra de Barcelona. Profesor y Premio a la Excelencia Académica del IE Business School. Doctor en la Universidad Piloto de Colombia de la Cátedra que lleva su nombre. Ha colaborado en España y en el exterior como profesor invitado en la Universidad Pompeu Fabra, la Universidad Antonio de Nebrija y la Universidad de Alcalá de Henares, la Universidad de Piura y el CESA, entre otras.
De 1994 a 1997, se desempeñó como Director de Marketing para Lacoste con sede en Buenos Aires. De 1998 a 2002 fue Director de Marketing de Aeropuertos Argentina 2000 encargado del desarrollo del marketing y comercial de los 35 mayores aeropuertos del país. En octubre de 2002 comienza a trabajar como socio y Managing Director de Cato Partners España, en Barcelona y en 2006 asume la responsabilidad de Cato Partners Europe, con sede en Madrid, liderando proyectos en más de 15 países.
Miembro del Comité de Expertos de Creanavara y de la Junta Directiva de la Asociación Española de Centros Comerciales (AECC). Ha escrito más de 150 artículos especializados en Branding, Comunicación, Diseño y Marketing para diferentes medios generalistas y especializados de varios países. Es conferenciante tanto en España y Europa como en Latinoamérica.
Autor del best seller "Brandoffon, el Branding del futuro", que lleva más de 90 semanas consecutivas como uno de los libros más vendidos de Amazon. En 2016 publicará su nuevo libro "Humanoffon".
Este blog ha sido premiado como el Mejor Blog de Marketing de España en 2015 en la categoría ‘Premio anual Top Blogs Marketing’; y lleva ya más de un millón de visitas.