Quick bullets. 200 words spent on Brands’ blind spots turned into bright ones, after three months of a nasty 2020.
One: be transparent. Be like water, the motto reads. Here, it’s more being transparent in what you do, being first of all social, as water is one of the ultimate social goods, and, obviously, becoming adaptable to any situation.
Two: be fast. The current crisis requires a less progressive, less perfect approach, and more reaction, with no time for alignment.
Three: be light, which has the flipside of losing gravitas, if you will, and reducing the value of training – as there is no preparation for today’s world. Branding used to be staged, focused on the front end, and centered on a long consumer journey. Branding used to be structured. At CES, earlier this year, Marc Pritchard, P&G Chief Brand Officer, called for a re-invention of Marketing, asking for contextual, socially relevant, fast, non-intrusive and non-expensive conversations. Brands are no longer individual product experiences. They are social platforms. Brands expose themselves and take action, publicly. The one feature I prefer: be light, stealing with pride from Italo Calvino’s leggerezza.
Franceso Pagano is Vice President, head of Portfolio of Licenses Brands, EMEA for Fossil Inc. He is passionate about craft brands, innovation, brand management, brand communication and international business. He is always up for irresistible product concepts, ultimate communication via integrated campaigns and truly great Italian food.