Marks, social manifestations to the end and after, manage brands. We work with them, looking for a way more effective contact with your consumer. But precisely here is where I want to dwell a moment. We are witnessing the death of the awareness. Thats what I would say to customers, when only look at hard numbers of knowledge and brand recognition. That is what makes a memorable brand? Adopted, dear, loved and defended by consumers? Its inclusion as a cultural manifestation.
It evolved just a commercial transaction. Linear. Basic. Predictable. The brand should leave an imprint as social manifestation. A brand is which is heard to comment on a friends birthday. That brand that mobilizes, that identifies. That is generated when the brand has a point of view about something that mobilizes the world beyond its position in the category.
Here is where this part of the work of the planner. Observe, analyze and transform information and developments in raw material for the brands. We must produce identification. Each action of communication has to be one clear identification with the world of the consumer. Redefining spaces the Planning in Argentina is living a good time no doubt. In the year 2006 we founded the APG (Accounting Planning Group) Argentina. That we organize, put us in touch, it allowed us to create exclusive content for members and stop us before the advertising market in a forceful manner. It was an evolution after several years where the Planning was present in agencies it but I needed to give a formal character to the profession. Today, in 2010 we are already in a very good way. Where spaces and borders, for now, are not boundaries that they constrain us. The planners have reach beyond agencies. Customers apply for jobs directly. Companies that do not have agencies, are also discovering a figure of advice that is interesting, given knowledge in advertising communication, consumer reality and reality of markets and categories.