CREATIVE CONVERSATIONS WITH CARMELO CAMMARDELLA
THE BRAND:
BIRTH AND VALUE OF A SYMBOL
THE BRAND IS THE NATURAL EVOLUTION OF A SYMBOLIC PROTAGONIST THROUGH THAT JOURNEY THAT ENCOMPASSES AND PRESERVES MILLENNIAL CULTURES OVER TIME.
The ancient Egyptians depicted and entrusted to history those signs of a culture that still lives on, speaks to us, and takes us back to antiquity.
Subsequently, around 900 BC, the Greeks introduced the great innovation of writing, which, evolving from Phoenician dynamics, then outlined the fundamental traits still used in our time.
And it is from here that the brand’s journey begins, along the historical changes that have characterized Western peoples.
The brand, as an explicit symbol of that millennial culture, now represents the intangible asset of companies that prioritize the creation of value that goes beyond the graphic sign. By working on abstract concepts and symbols that assume a meaning that can evolve during a specific lifecycle, products become a perfect example of that representation, which is nothing more than the visual sign that takes shape, transforms, and adapts to the social changes of the time we live in.
Every respected brand is easily remembered and identified by consumers when associated with a single word/concept that expresses the essence and behavior of a product based on a customer loyalty relationship.
When we talk about brands today, we refer to a specific personality built for a brand. And this personality is directly related to the most precious asset that defines a company. A well-defined brand identity is the core of an entire corporate philosophy. To ensure that it is unique and effective, it must be well-presented in the message that represents it, with a perfectly linked strategy connected to appropriate advertising..
All of this aims to create a real and deep awareness that makes a brand and its story a perfect brand awareness
And when we talk about recognizable brands, we always refer to effective communication. What is the real reason behind the success of a given brand? Undoubtedly, a strong ability to generate almost complete trust in the consumer. This bond is strengthened by the continuous confirmation of the intrinsic values of the brand.
Brand loyalty then becomes the certainty of a communicative chain that generates real interaction. And when this perfect synchrony manages to enter the collective imagination, the brand tends to live forever, reaching multiple generations. The combination of all the perceptual vibrations generated by a given message, if well communicated, creates the brand reputation that frames the story and expectations of the company reflected in them. The process that is created is natural and leads to an interconnection between the actions carried out by the brand and the deep perception felt by the consumer.
This perception needs to be analyzed through every type of socio-economic context and through the various strategies that transmit the message itself. This complex communication plan leads to a high-quality brand reputation that can make a difference. However, a brand’s identity must also be built through the points that make it a continuously changing reality. By this, it means that innovation must be one of the main points of reference. A respected brand, with its values, must also propose a corporate culture within its operational asset. Because the first true leadership and reputation must originate as the first step right at the heart of the company.
In order to constantly increase the perceived quality of the brand by the customer, a marketing strategy must first be implemented, rooted in the latest digital dimension.
Therefore, communication should always rely on high-quality content, and the consumer’s experience and listening should be a top priority on the to-do list. Only in this way can a brand truly leave a mark on the market, even changing current trends.
What we witness today with greater clarity is the desperate desire to conquer new spaces, new customers, and increase market share.
Everyone wants to stand out, but the market dictates its own rules. The brand is undergoing change, and its chameleon-like transformation continues to generate misguided challenges. Creating real values that are shareable for society becomes the best way to chart a path, identifying a distinctive and trustworthy space within a market that is constantly racing towards the podium. FRI supports its clients in contributing to the construction of a creative positioning based on distinction, interpretation of new scenarios, and consumption trends in order to create experiences that make a brand an indelible difference over time.
Filippo Cammardella
Account Supervisor
f.cammardella@fricommunication.com
+39 | 388 94 72 117