{"id":19864,"date":"2023-04-24T09:39:01","date_gmt":"2023-04-24T09:39:01","guid":{"rendered":"https:\/\/www.ponsip.com\/ip-news\/uncategorized\/the-branding-observatory-analyses-the-importance-of-more-human-relationships-between-brands-and-people-in-its-11th-edition\/"},"modified":"2023-04-24T09:39:02","modified_gmt":"2023-04-24T09:39:02","slug":"the-branding-observatory-analyses-the-importance-of-more-human-relationships-between-brands-and-people-in-its-11th-edition","status":"publish","type":"post","link":"https:\/\/ponsip.com\/en\/ip-news\/news\/the-branding-observatory-analyses-the-importance-of-more-human-relationships-between-brands-and-people-in-its-11th-edition\/","title":{"rendered":"<strong>The Branding Observatory analyses the importance of more human relationships between brands and people in its 11th edition<\/strong>"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li><em>Communities are gaining more and more value as spaces for brand contribution.<\/em><\/li>\n\n\n\n<li><em>Segmentation continues to be an essential tool to establish a relevant relationship with the public, but it must go beyond demographic segmentation.<\/em><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\"><em>Madrid, 19 April 2023.<\/em> At a time when technology is achieving major developments, brands have to establish increasingly human and close relationships with their audiences and communities. This is one of the main lessons learned from the 1<strong>1th edition of the<\/strong> <a href=\"http:\/\/www.observatoriodebranding.org\"><strong>Branding Observatory<\/strong><\/a><strong> <\/strong>held on 19 April at the Espacio Fundaci\u00f3n Telef\u00f3nica in Madrid. This event, organised by the Marketing Association of Spain (AMKT), GfK, Summa Branding, the Leading Brands of Spain Forum (FMRE) and PONS IP, brought together more than 150 professionals from the world of branding and marketing to  <strong>analyse and discuss the current state of relationships between brands and their audiences.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><strong>V\u00edctor Conde<\/strong>, General Manager at AMKT, and <strong>Rafael Fern\u00e1ndez de Alarc\u00f3n<\/strong>, Global Marketing Director at Telef\u00f3nica, a collaborating company in this eleventh edition of the Observatory, delivered the opening speech. Conde emphasised that \u201ctechnology must be a facilitator of human relations, and not an obstacle to them\u201d. For his part, Fern\u00e1ndez de Alarc\u00f3n recalled that Telef\u00f3nica\u2019s purpose is \u201cto make our world more humane, connecting people\u2019s lives\u201d.  <\/p>\n\n<p class=\"wp-block-paragraph\">The event\u2019s first talk was given by <strong>Federico Mart\u00ednez<\/strong>, <em>Business Development Director<\/em> at GfK Spain, titled \u2018Segment and you will conquer. How to grow through a dual strategy that harmonises the short and long term\u2019. Today, a brand must speak to the general market, while at the same time be able to selectively mobilise specific groups in its audience. To do this, Mart\u00ednez explained, \u201ccorrect segmentation that not only considers the different profiles of people and their values, but also segments the occasions -moments, contexts, circumstances- in which they can receive a certain message, is essential. Crossing data from occasion segments and people segments ensures maximum relevance in communication\u201d.  <s><\/s><\/p>\n\n<p class=\"wp-block-paragraph\">Next, <strong>Rafael Soto<\/strong>, <em>Head of Creative and Experience<\/em> at Summa, presented \u2018Communities: the new roles and opportunities for brands to connect with people\u2019. Soto explained that the best thing brands can do today is \u201center the territory of the different communities related to their product or service, and make relevant contributions through valuable content, memorable experiences or products that positively transform the lives of this community\u201d. <\/p>\n\n<p class=\"wp-block-paragraph\">Next, a round table discussion took place with the participation of <strong>Jos\u00e9 Cabanas<\/strong>, Global CMO at Corporaci\u00f3n Hijos de Rivera; <strong>\u00c1ngel Fern\u00e1ndez<\/strong>, Head of Global Brand &amp; Strategy at LaLiga; <strong>Inma Grass<\/strong>, Co-founder and Partner at Altafonte; and <strong>Pablo Rodr\u00edguez<\/strong>, <em>Area Vice-President of Enterprise Sales at Salesforc<\/em>e; all of them moderated by <strong>Nuria Marcos<\/strong>, General Director at PONS IP.  <\/p>\n\n<p class=\"wp-block-paragraph\">They all agreed to search for the human aspect in the relationship with their audiences: \u201cEstrella Galicia wants to be the most loved beer, not necessarily the most sold. We seek to conquer the customer\u2019s heart, not their wallet\u201d, affirmed <strong>Jos\u00e9 Cabanas.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Moreover, <strong>Inma Grass<\/strong> explained that at Altafonte \u201cwe promote transparency in the relationship with our artists. Thanks to our technological platform, they themselves can follow the dissemination of their music in real time\u201d.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Pablo Rodr\u00edguez<\/strong> pointed out, in reference to Salesforce, that its \u201cfive essential values are trust, the search for our clients\u2019 success, innovation, equality and sustainability. And these values truly drive our daily decisions\u201d.<\/p>\n\n<p class=\"wp-block-paragraph\">Furthermore, <strong>\u00c1ngel Fern\u00e1ndez<\/strong> predicted that \u201cthe great debate of the future will focus on the responsible use of the great multitude of data provided by technologies\u201d. A statement endorsed by the moderator <strong>Nuria Marcos:<\/strong> \u201clegal certainty, respect for privacy and the correct use of data are necessary to build a quality human relationship\u201d. <\/p>\n\n<p class=\"wp-block-paragraph\">Next, <strong>Adriana Dom\u00ednguez<\/strong>, Executive President at Adolfo Dom\u00ednguez, and <strong>Tamara Pirojkova, Marketing Director at FMRE<\/strong>, discussed the challenges of leading the transformation of the role of brands that is as intense as the current one, without losing its essence. For Dom\u00ednguez, it is necessary to \u201cunderstand society, listen to it, be empathetic with it to know the best contribution that we can make from each brand and how we can benefit all our audiences\u201d. <\/p>\n\n<p class=\"wp-block-paragraph\">Meanwhile, Pirojkova highlighted the fact that \u201cthe fundamental key to the relationship between people and brands is trust, as with what happens in human and personal relationships\u201d.<\/p>\n\n<p class=\"wp-block-paragraph\">To conclude the event, <strong>F\u00e9lix Mu\u00f1o<\/strong>z, professor and marketing consultant and also master of ceremonies of this Branding Observatory, provided the attendees with this edition\u2019s main findings:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Communities today must be understood as places where brands must make valuable contributions, with closeness and a commitment to be useful.<\/li>\n\n\n\n<li>Segmentation continues to be an essential tool to establish a relevant relationship with the public, but it must go beyond demographic segmentation: content that adds value must be identified.<\/li>\n\n\n\n<li>Technology is at the service of people and brands must use it responsibly to maintain and increase the trust of their audiences.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">In this eleventh edition, the <a href=\"http:\/\/WWW.OBSERVATORIODEBRANDING.ORG\"><strong>Branding Observatory<\/strong><\/a> establishes itself as a benchmark event for the analysis and discussion of all aspects related to the world of branding and brand management, thus promoting the intangible economy.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"632\" src=\"https:\/\/ponsip.com\/wp-content\/uploads\/2023\/04\/MESA-REDONDA_v2-1024x632.jpg\" alt=\"\" class=\"wp-image-19852\" srcset=\"https:\/\/ponsip.com\/wp-content\/uploads\/2023\/04\/MESA-REDONDA_v2-1024x632.jpg 1024w, https:\/\/ponsip.com\/wp-content\/uploads\/2023\/04\/MESA-REDONDA_v2-300x185.jpg 300w, https:\/\/ponsip.com\/wp-content\/uploads\/2023\/04\/MESA-REDONDA_v2-768x474.jpg 768w, https:\/\/ponsip.com\/wp-content\/uploads\/2023\/04\/MESA-REDONDA_v2-1536x947.jpg 1536w, https:\/\/ponsip.com\/wp-content\/uploads\/2023\/04\/MESA-REDONDA_v2-2048x1263.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n<p class=\"wp-block-paragraph\"><\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/ponsip.com\/wp-content\/uploads\/2023\/04\/AUDITORIOA-2_v2-1024x683.jpg\" alt=\"\" class=\"wp-image-19850\" srcset=\"https:\/\/ponsip.com\/wp-content\/uploads\/2023\/04\/AUDITORIOA-2_v2-1024x683.jpg 1024w, https:\/\/ponsip.com\/wp-content\/uploads\/2023\/04\/AUDITORIOA-2_v2-300x200.jpg 300w, https:\/\/ponsip.com\/wp-content\/uploads\/2023\/04\/AUDITORIOA-2_v2-768x512.jpg 768w, https:\/\/ponsip.com\/wp-content\/uploads\/2023\/04\/AUDITORIOA-2_v2-1536x1024.jpg 1536w, https:\/\/ponsip.com\/wp-content\/uploads\/2023\/04\/AUDITORIOA-2_v2-2048x1365.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>","protected":false},"excerpt":{"rendered":"<p>Madrid, 19 April 2023. At a time when technology is achieving major developments, brands have to establish increasingly human and close relationships with their audiences and communities. This is one of the main lessons learned from the 11th edition of the Branding Observatory held on 19 April at the Espacio Fundaci\u00f3n Telef\u00f3nica in Madrid. This &#8230; <a title=\"The Branding Observatory analyses the importance of more human relationships between brands and people in its 11th edition\" class=\"read-more\" href=\"https:\/\/ponsip.com\/en\/ip-news\/news\/the-branding-observatory-analyses-the-importance-of-more-human-relationships-between-brands-and-people-in-its-11th-edition\/\" aria-label=\"Read more about The Branding Observatory analyses the importance of more human relationships between brands and people in its 11th edition\">Read more<\/a><\/p>\n","protected":false},"author":7,"featured_media":19849,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69,66,65],"tags":[59],"class_list":["post-19864","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-intelligence-en","category-brands","category-news","tag-articles"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Branding Observatory analyses the importance of more human relationships between brands and people in its 11th edition - PONS IP<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Branding Observatory analyses the importance of more human relationships between brands and people in its 11th edition - PONS IP\" \/>\n<meta property=\"og:description\" content=\"Madrid, 19 April 2023. At a time when technology is achieving major developments, brands have to establish increasingly human and close relationships with their audiences and communities. This is one of the main lessons learned from the 11th edition of the Branding Observatory held on 19 April at the Espacio Fundaci\u00f3n Telef\u00f3nica in Madrid. This ... 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At a time when technology is achieving major developments, brands have to establish increasingly human and close relationships with their audiences and communities. This is one of the main lessons learned from the 11th edition of the Branding Observatory held on 19 April at the Espacio Fundaci\u00f3n Telef\u00f3nica in Madrid. This ... 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