This year the central theme was brand collaboration<\/strong>, a key strategy in the current landscape for brands seeking to be relevant and connect with new audiences. Professionals from companies such as ARPA EMC<\/strong>, Mango<\/strong>, Telef\u00f3nica<\/strong>, Tea Shop<\/strong>, Summa Branding <\/strong>and GfK \u2013 An NIQ Company<\/strong> discussed the challenges and opportunities presented by these alliances, highlighting their ability to generate value and connect more deeply with consumers.<\/p>\n\n\n\n The event was hosted by Conrad Llorens, founder and CEO of Summa Branding<\/strong>, who welcomed the attendees, explaining why brand collaboration is the theme of this year\u2019s Branding Observatory. \u201cBrand collaboration is a strategy increasingly used by brands, as it allows them to enrich their narrative, enter new territories and interact with new communities. At a time when territories are more liquid and it is more difficult to connect, collaboration with other brands can provide a boost that would otherwise be very difficult to achieve,\u201d he explained.<\/p>\n\n\n\n Next, V\u00edctor Aguado, Telef\u00f3nica\u2019s Brand Research and Positioning Manager<\/strong>, gave a lecture in which he highlighted the importance of collaborations for Telef\u00f3nica throughout its 100-year history. \u201cSince our beginnings, we have understood that true progress is not achieved alone, but by joining forces with others to multiply our strengths. Today, more than ever, in an interconnected world, brand and sector collaboration is essential to meet the challenges of the future. When we work together, we not only innovate, but we also create a positive impact that transcends barriers and generates a more connected and humane world,\u201d he said.<\/p>\n\n\n\n Keys to cobranding: the challenge of planning<\/strong><\/p>\n\n\n\n Javier G\u00f3mez Mora, Head of Brand & Customer Experience<\/em> at GfK \u2013 An NIQ Company<\/strong> presented \u2018Challenging boundaries: keys to successful brand collaboration\u2019. In his<\/p>\n\n\n\n lecture, he highlighted that cobranding is one of the key factors that will determine the development of the advertising market in the coming years. Based on a survey of a panel of 112 Marketing Directors, G\u00f3mez Mora revealed that in Spain, 15% of the marketing budget is allocated to brand collaborations, with the main objective of strengthening the brand (61%) and increasing sales (55%).<\/p>\n\n\n\n However, 63% of branding collaborations in Spain do not achieve their objectives, something that occurs in both SMEs and large companies. Why? The CMOs interviewed clearly agree: there is a lack of analysis and planning. \u201cThe key is to segment the audience of both brands before collaborating. If they are complementary, go ahead. If they are not, it\u2019s better to keep looking and also analysing,\u201d said G\u00f3mez Mora.<\/p>\n\n\n\n Fusing DNA to stand out in the market<\/strong><\/p>\n\n\n\n Continuing with the conference, Rafa Soto, Head of Creative and Experience at Summa<\/strong>, gave his lecture entitled \u2018Fusing DNA. The new path to relevance,\u2019 in which he explained how brands can create relevance by combining their identities. Soto explained that, in collaborating, brands must look for more than just product alignment, saying that \u201cit is increasingly difficult for brands to surprise us. We know the brands separately, but we don\u2019t know what to expect from combining them,\u201d he said.<\/p>\n\n\n\n He gave as an example the collaboration between Nike and Lego, which generated an Air Jordan collection the design of which fused the style of both brands, or the case of Bentley and Macallan, which created a whisky valued at $50,000. For Soto, these types of alliances \u201cgenerate greater interest, reach new audiences in addition to their own, and allow brands to express themselves through dialogue with other brands.\u201d<\/p>\n\n\n\n Dialogues with brands: Tea Shop, Mango and ARPA EMC<\/strong><\/p>\n\n\n\n The event also offered a space for interviews with a panel of experts including representatives of well-known Spanish companies. Ana Mar\u00eda Avil\u00e9s Pinto. Marketing Director of Tea Shop<\/strong>, spoke with Ana L\u00f3pez de Castro, Director of Marketing, Culture and People at PONS IP<\/strong>, about the legal challenges that arise in brand collaborations, especially in the coordination between the legal and marketing departments. Avil\u00e9s Pinto stressed that \u201cthe legal team and the marketing team must go hand in hand at all times, and especially in collaboration projects with third party brands in cobranding projects. Before going to the market, we must measure the risks well and provide adequate legal coverage with strong contracts that include branding aspects, but also business aspects. Beyond a label with two brands and a pretty and shared packaging, as a company you also need to be shielded and work with the maximum legal guarantees, which is what our legal team always provides us with.\u201d<\/p>\n\n\n\n <\/p>\n\n\n\n In turn, Blanca Mu\u00f1iz, Chief Brand Officer at Mango<\/strong>, spoke with Tamara Pirojkova, Marketing Director at FMRE<\/strong>. Mu\u00f1iz explained that \u201cMango is a brand loved all over the world. For 40 years we have been inspiring people on all five continents with our unique fashion proposal, committed to design, innovation and sustainability as fundamental pillars. And our ambition is to continue growing to consolidate our position as one of the largest fashion companies in the world.\u201d<\/p>\n\n\n\n Finally, Teresa Berdi\u00e9, Marketing and Communication Director at ARPA EMC<\/strong>, spoke with Montse de Luis, Marketing and Communication Director at AMKT<\/strong>. Berdi\u00e9 emphasised the power of collaborations to have a greater social impact. \u201cAt ARPA we believe in the power of collaboration. Through the co-creation of projects with other entities, we drive innovation and find more efficient and sustainable solutions for our clients. Our mission goes beyond simply providing services. By collaborating with other organisations, we expand our reach and generate a more meaningful positive social impact. Together, we are transforming lives,\u201d she explained.<\/p>\n\n\n\n To close the event, Conrad Llorens offered the attendees the main conclusions of this edition:<\/p>\n\n\n\n![\"\"](\"https:\/\/ponsip.com\/wp-content\/uploads\/2024\/10\/3I4A1937-1024x682.jpg\")
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