The king has died, long live the king

Everyone names branding or re branding everything, including or especially the advertising campaigns. You hear all the time of a certain campaign that has launched the new re branding on TV, outdoor, print, etc. New slogan, layout and new design, new message. Helllooooo, wake up. It is just an advertising action, a new campaign of the year.

It is tempting to talk in great and new terms. New, because branding is a relative new concept in our usage. The term has slowly entered in the vocabulary of those who work in marketing and advertising and it is cool to use. I personally do not understand its usage in connection with advertising campaigns, only if it follows a really new branding or re branding program. If the new campaign, product or service really changes the values, strategic vision, clothes, has an esthetic surgery and communicates this, then I understand. Actually most of the times we assist at advertising campaigns that communicate the exact same thing.

My interest is to talk about something different. About the certain campaign that grace to the moment’s necessities or trend changes in the market realizes that it need a change in order to continue performing. About the need of re-creating. About how to re-create in a useful manner. About the management of this process. About the results and benefits. About an ordinary Mary who want to evolve and become a lady.

Branding becomes king. Everyone talks about it. Words are heard and “great” concepts are seen. People who show off. Few great accomplishments are seen and about the real ones no one talks about. It is strange, we are o country in reconstruction and we do not desire change or we oppose it with all our strengths. It is the moment in which all of us should rebuild their brand. Not necessarily visual, through a logo or a new brand book. Branding means creation, change, attitude, a lot of things. Implementation. A “ hard” word because it is hard to implement, paradoxically. A branding company may create you also visually but essentially is to help you to get new habits. Whatever these habits are, if they suit you and are useful. And again, obsessively, implementation and consistence. Branding is one of the change agents. Let’s kill the king and invent a new one. A better one, more real, more competent. With his head on his shoulders and with the feet on the ground. Dedicated to construction and with team spirit. A king who is afraid of big words and is dedicated to facts. A strong king due to his values and attitude. A friendly king, without dictatorial reflexes. A king who knows what he says. A king that does what he thinks. A professional king. Slogans!?