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In today's world, there are countless of brands we are exposed to on a daily basis, and yet, most of their messaging fails to grab our interest. But I will be honest, I have no problem with that; it is not easy to have effective brand communications (you need the appropriate storytelling at the right time, place, and for the right customer), and at the end of the day, the fact that is not easy is what keeps us good marketers employed in the first place. Nevertheless, in my years of experience, there is something that bothers me even more than bad advertisement, and it is failed execution. Let me explain: Have you ever seen a fantastically executed TV commercial that made you want to learn more? That had you grab your phone and search the brand? Only to find that the brand's website didn't load, is hard to navigate, or the social media is  written in a different tone. Well, according to Forbes , " 40% of users will leave a website if it takes longer than three seconds to load ", and this is just one of many ways we can fail while integrating our marketing. The Promised Land We dream of seamless campaigns that flow across all channels, reality on the other side, can be very different from this. When I worked in Digital Marketing for Reckitt in the Andean region, managing brands like Enfamil, I learned what happens when traditional and digital communications truly work together across the customer lifecycle, it takes your marketing to the next level and helps you stand out in your organization. Today, I will show you how it can be done. Create Awareness: Be At The Right Place To build awareness for Enfamil Confort in Peru, we ran a 360 campaign that combined doctor’s office brochures and TV spots with targeted social media ads and influencer collaborations. Why? Because we knew moms didn't just live on Instagram. Sure, they probably spend more hours than intended on that platform ( people spend an average of 2 hours and 21 minutes a day on social media according to HubSpot ), but we had to be aware that our target audience also talk to doctors, browse supermarket shelves, and look for trusted recommendations in both physical and digital spaces. Dear reader, are you thinking like this? And just there, you can see what you, as a marketer, have the responsibility to ensure that your company has a unified message with tailored executions per channel and that the message stays consistent across them. For us, everything had to work towards this message:   Enfamil Confort is the only product in the market with the best nutrients and easy digestion. Act: Communicate Value to Foster Purchase On our digital platforms like Club Enfabebé, we didn't just post content; we created tailored journeys. With our CRM we based all emails on the baby's birthdate, we sent personalized newsletters, product suggestions, and articles that targeted common issues. Note: Club Enfabebe. Facebook (2023) The result? Parents felt the content was unique to them, and that the brand was holding their hands on each step of the way ( building trust ). This would help us invite them to offline brand events that were relevant based on their needs or take them to their first purchase. Convert: Converting leads is a Team Sport While digital drove clicks and online orders, many of our conversions still came from offline doctors' offices, pharmacies, and supermarkets. That's why aligning POS materials with digital campaigns was essential. A disconnect here could mean a lost sale, or even worse, a lost sense of trust in the brand. As a Statista  study showed, “ Over 40 percent of consumers who lose trust in a brand stop using it, and buy from its competitors.” The Most Important Part: The Engagement After-Purchase Integrated communications don't stop after the sale, I usually tell my clients, it is here where the most important part starts. You must keep your audience engaged through the complete customer journey. We used our social media to continue conversations with influencer posts, reels, appreciation emails, and more to retain our customers, because remember, this is 5x-25x cheaper than finding new ones according to Harvard Business Review.   If your Online and Offline are telling different stories, you're not building a brand; you're creating confusion. Ask yourself: Is your brand guiding customers through a unified journey, or are you making them piece it together themselves?

Everyone likes to talk about the latest digital strategy, the secret formula to online success, but let's be honest for a moment, how can we talk about "digital strategy" without understanding the obvious and least evident moving parts behind it? In my professional career, I've seen marketers  get excited about the newest platforms, the groundbreaking tool they saw at a seminar, and the latest metric they found out their competitor is using to track performance, but if you don't fully grasp the environment your brand operates in, all those only actions lack strategy and a truthful foundation to make it more than just "trendy noise". So today, let me walk you through how I, as a marketer, approach the digital marketing environment, and for this, I'll discuss a real case from my consulting experience with a Peruvian premium ice cream brand called Zacateca. Start With the Environment: It's More Than Just Algorithms The digital marketing environment is made up of two layers: the macro and micro environments (Chaffey & Ellis-Chadwick, 2019). And it's pretty straightforward, the macro includes broader forces that can be seen at first as "external to your brand" like technology development, society and its cultural implications, laws in your particular location, and international trends. The micro, on the other hand, focuses on your day-to-day business players: customers, competitors, suppliers, and intermediaries. To explain it in simple terms, I always refer to what a professor once told me at the University of Lima back in my bachelor's years: "Think of it like weather versus wardrobe GM, you can't control the temperature, but you'd better dress accordingly." Zacateca: A real Peruvian case When I worked with Zacateca, an artisanal ice cream that disrupted the market , understanding both environments was essential. The macro-environment was shifting: COVID lockdowns were in place, national and international economic uncertainty had people rethinking expenses, and digital habits were growing fast in Latin America. At the micro level, Zacateca had strong product quality and passionate founders, but limited visibility for an environment were going to the store was no longer possible. We had to diagnose what the business could do to "dress up accordingly", for the type of environment it was playing in, where new laws were created daily to secure citizens' health, and that it implied more and more regulations for food and dessert companies. Demand Analysis: Don't Just Ask What People Want, Ask Why Understanding digital demand isn't just about keyword searches. It's about human behavior. For Zacateca, we used qualitative interviews and focus groups through zoom meeting (gatherings of more than 4 people were forbidden by the government) That's how we discovered that people didn't just wanted to escape the covid lockdown and go running, they wanted something that could bring them back to those happy moments that seemed now so far away, and believe it or not, Zacatecas ice cream was seen by the neighbors as that sweet treat that provided emotional comfort. That insight shaped everything. Instead of pushing "artisanal" or "Peruvian-sourced," we positioned Zacateca around moments of indulgence to bring back the joy to the family table. That emotional connection turned into a digital hook, with an online model to now deliver ice creams to the doorstep of the client; partnering with DoorDash and Rappi, the brand started to grow in sales even though customers were not coming to the physical location. Why This Matters for You Are you just marketing, or are you analyzing your environment before launching anything? Here's the trick: knowing your digital ecosystem lets you be proactive instead of reactive. If new regulations hit your industry, you're ready. If your competitors shift messaging, you know how to respond without losing authenticity. I am a true believer this will help you succeed in the market, whenever you are working in an established brand or a new business your launching, and avoid, what the U.S. Bureau of Labor Statistics estimates, that o ver 20% of small businesses fail within the first year ” So, remember, keeping an eye on trends is important, but it is even more important to keep an eye on the different players that affect your. Business. Did you like the content? Don’t miss my latest article!   Marketing

You’ve built the product, polished the pitch, maybe even sold a few units. But despite all that hustle, your brand still feels…forgettable. And deep down, you know why. Because products without a story don’t stick Think about the brands you admire: Nike, Apple, Patagonia. They’re not just selling things. They’re telling you who you are when you choose them. That’s the difference between a business and a brand: emotional connection. If you're a founder building something from scratch, you don’t just need a marketing plan. You need a story that resonates: A reason for people to believe, not just buy. That’s exactly why I created a free storytelling guide built for entrepreneurs who want to lead with meaning, not noise. It’s a tool that helps you articulate your origin, your purpose, and your emotional value, all through a strategic brand story structure. If you’re ready to craft a brand people believe in, then start here!→ https://www.iconicbrandlab.com/fdream1

Buyer's Remorse? What We Marketers Can Do To Ease Post-Purchase Dissonance Have you ever purchased something? Great, then you already have some knowledge of today's topic; let me explain: I am sure you know that feeling when you buy something, and right after you hit pay with your card, or even a few minutes later, you close your eyes and say to yourself: "Oh no, what have I done?" did I really need this? Was this the best choice? Should I have read more reviews? That, my friend, is Post-Purchase Dissonance, or what we marketers define as the psychological tension or anxiety that emerges right after purchase, and you are not 100% sure you made the right decision. Why Does This Happen? Consumers experience dissonance when they doubt whether they made the right decision or the right purchase. This can cause feelings of guilt and influence future buyer behavior, which is why it is important for us marketers to know about how to prepare our brands for it. But first, let's take a step back and understand the causes of this. Normally, the bigger the purchase, the stronger the feeling; it makes sense, right? Nobody (I hope) stresses over a pack of gum, but a new car? A new laptop? That's when the internal debate begins. Therefore, here are some of the main factors that influence this post-purchase anxiety: The importance of the purchase in our customer life (higher cost = more second-guessing) and the future implications of a poor decision (e.g., selecting bad insurance, for example) The number of alternatives considered (the more choices, the more possibility for doubt) Irreversible decisions (limited return policies = more stress) I have felt this firsthand. After buying an expensive new gaming laptop, I suddenly wondered: What if I had just waited a few months for a newer model? And just like that, my excitement turned into mild panic. What We Can Do As Brand Owners Smart companies know that post-purchase dissonance can hurt customer loyalty and CLV if not managed properly. Here is how, based on my experience, I recommend handling this: Reinforce the Decision : Many brands send follow-up emails, and you could do it, too! For example, you could be saying, "Great choice! Here's a list of how to make the most of your new product." Apple does this by walking you through all the cool features of your new iPhone and even setting up appointments with Apple experts at your nearest store so you can fully understand all the different things you can do with your new and very expensive phone. Highlight Social Proof : Another great option is making sure we are making visible the opportunity for our clients to see other happy customers using the same product and consequently reduce doubt. My new fitness coach Whoop uses celebrity endorsements and user-generated content to reinforce buyer confidence, with a lot of testimonials that made me breath and be sure my newest monthly subscription was a great idea. Easy Return Policies : Knowing you can return something (even if you do not) eases anxiety. Many companies use the 100% satisfaction guarantee, and it definitely makes an impact on the confidence we provide for our customers. This is something we offered during my time working for Enfamil; we were sure we were offering the best product on the market because we were not only sure our product satisfied a need but that it would exceed expectations. Therefore, we were confident we could make this type of offer. Loyalty Perks - Post-purchase Benefits : Exclusive access, discounts, or VIP content can make buyers feel like they made the right call. Think of American Express and its member benefits. Or when buying a new car, obtaining complimentary maintenance for free for 5 years like Hyundai currently does; believe me, even after spending way more than what I wanted on my new vehicle, the anxiety of future costs was reduced, and I felt more confident of my decision. Points of difference against competitors: Make sure you reinforce the different attributes your product or service offers that make it unique and in a better position to satisfy your customers’ needs. Is Purchase The End Of The Cycle? At the end of the day, post-purchase dissonance is just part of how our brains work. But it raises an interesting question for us Marketers: What are we doing to alleviate this uncomfortable situation our customers may experience, and how are we providing reassurance they made the "right choice" by choosing us? To conclude, if I could leave you with something, you and your team should realize that the best way of facing post-purchase dissonance is realizing the customer journey doesn't end when they have completed the purchase ; wise companies and brands consider that, in reality, this is the moment where the long-term relationship really starts and if interested, you can learn more about it on this article by Nestify Links to an external site. .

During Christmas 2024, I learned about Whoop , a wearable fitness tracker that promises to become your personal coach to help you become a better version of yourself. Reading about its benefits and looking at my draft of a New Year resolution triggered some intense self-reflection that made me realize a problem: back then, my current state differed very much from my desired physical state (You can learn more about the problem recognition process in this fantastic article ). After I noticed the problem, the company made sure I was exposed to the on-point advertisement that showcased benefits and how the product could help solve this sense of discomfort, leading to the inevitable result; by January 2025, I had it on my left arm. The company was very good at pointing out the gap I felt and providing me with a solution to solve it. But here is the catch: Whoop’s strategy doesn’t stop there; it goes even further to use Instrumental Conditioning  with its users, a topic I consider important that, as a great Marketer, you learn its meaning, and therefore I want to teach you about it and how it is used in business. Using Whoop, or How I Got Trained to Feel a Certain Way I used to think I knew when I was tired. But now, waking up is no longer just checking my phone for notifications; it means checking how  I should feel based on my recovery score . A green score ? Alright, Gianmarco, today you push it. Yellow?  Take the day easy. Red? Well, now I am officially  exhausted. But here’s a thought: am I tired, or has Whoop conditioned me to think  I am? Training My Brain, One Score at a Time Whoop basically uses what is called “ Instrumental Conditioning ”, a learning process where behaviors are shaped through reinforcement. A high Recovery Score? You get messages congratulating you, that's positive reinforcement, making you want to repeat whatever got you there. A low red score? Whoop makes sure that the gamification  of the app, lets you see the drop visually, and a not so pleasant message; it is negative reinforcement that subtly encourages you to reconsider last night's choices. Over time, this feedback trains the user to optimize sleep, strain, and recovery, whether you realize it or not. And this fantastic concept is used by the company to showcase the value of their product. As Marketers, we offer customers a promise, a value proposition, or a solution to their problem in the shape of a product or a service; well, the Whoop team found out how to perfectly expose why owning their device is necessary and keep that promise. Learning that alcohol, for example, decreases performance by 12% makes you second guess doing that activity as often or as much as you did before because every time you do it, you obtain a yellow or red indicator that conditions you to feel averse to repeating the particular action. Question for you:   How are you making the benefits of your product evident?   Furthermore, here is what matters most: I believe it . Even if I wake up feeling fine, if I see a red recovery score, I do not just feel tired, I feel like I must be tired .  But to what extent is it just that my brain is following the script it has been given? Well, that is where if you are passionate about psychology, you can tell me what you think in the comments. Final Remarks, thinking about your business Whoop has trained me well. I sleep better, I recover faster, and I have learned a lot about my body. But I also have to remind myself that a number on a screen does not dictate reality. For us Marketers, and for you, a leader creating an iconic brand that puts customers first, how are you reinforcing your customers' behavior? Are you rewarding their loyalty with effective customer relationship management that increases their connection to your brand? Or are you penalizing them for taking some actions that are indeed what you would like them to do? I will see you next week here at IconicBrandLab, your trusted partner for the best marketing strategies. But before you go, don't forget to check my last article , where I discuss how the AIDA framework can be beneficial to your business, and finally, the quote  of the week by Lao Tzu:  “Watch your thoughts, they become your words; watch your words, they become your actions; watch your actions, they become your habits; watch your habits, they become your character; watch your character, it becomes your destiny.”

Parents, our biggest supporters, and the individuals designated to raise the next generation, are filled with the love to provide the best for their kids. In the search for their best interest, they can be tough with them while they grow up, but do you know who they are tougher with? Brands. If there is one thing I learned while working on digital campaigns for Enfamil at Reckitt LATAM, it is that getting parents to trust a brand is by no means an easy task. Parents, especially first-time ones, do not make impulse decisions regarding their new-born; They research, compare, and analyze every option like they are preparing for a PhD, learning terms as complicated as docosahexaenoic acid ( Yes, it is real; I had to google it too back then ) to make sure they are as informed as possible and to stay vigilant that the brands they consider know what matters to them. As a result, how did we take a brand like Enfamil and turn cautious, well-informed parents into loyal customers? Today, I will present you with the AIDA mode l and how we used this framework to our advantage and how you can do it too. Achieving AIDA: Attention, Interest, Desire, and Action Believe me, parents are constantly bombarded with baby product ads, so standing out was the first challenge. Instead of relying on generic promotions, my team took a different approach. Our ads did not start with “Buy Enfamil today.” but instead, “Is your baby waking up every two hours? Here’s what pediatricians recommend.” That opening line spoke directly to the sleep-deprived parent and got their attention by addressing real concerns in a way that felt human and provided a solution from an expert. Once we had their attention, we obviously needed to keep it, therefore, we built an entire content ecosystem on our website called Enfabebe , a place with blog posts, expert-backed videos, and information about our product. To keep their interest , we broke everything into easy-to-read, short content and ensured we were there with a simple, reassuring answer for every common question a parent may have depending on the age of the baby. Moreover, getting parents interested was one thing, but making them choose Enfamil over competitors required more, it required trust in our promise. We worked with influencers, well-known doctors, and customer testimonials. Why? Because seeing real stories from other parents created the “If it worked for them, maybe it will work for me” moment and made them want ( Desire ) to try our brand. Consequently, after the parents were convinced, we made the final step effortless. Every piece of content had a clear call to action, whether it was subscribing to our blog or making an easy one-click purchase. We carefully developed each page with the help of A/B testing to make the journey end with action from the visitor. Just like Chris Collins from HawkSem said : “A/B testing is one of the most powerful tools in a marketer’s toolbox for boosting conversions,” I agree emphatically with him; I am certain this constant optimization and experimentation led to the increase in online purchases my team and I achieved. Why AIDA is More Than Just a Theory For us, the AIDA model was necessary for every successful campaign we ran. It helped us stand out in a world full of noise, engage our audience in meaningful ways, and guide them toward a decision they felt confident about after recognizing the value we offered. From my own professional evaluation, this framework is valuable because it reminds us, marketers, that our field is all about understanding our target audience, addressing their needs with valuable products/services, and making the path to action simple , which at the end of the day, explains why so many successful companies use this approach . To end, I encourage you to think next time you make a purchase: Did the brand just take me through AIDA? If so, how? And more than anything else, how are you going to use this framework with your brand? I hope you learned something today, and I will see you next week at IconicBrandLa b , your trusted partner for the best marketing strategies.

Let's be honest: we all have heard a statement that seemed extremely insightful at first, but then we later discover how wrong it is. This situation is even more common in business practices if the person mentioning the finding is someone of relevance in the corporate hierarchy. Today, I will showcase a real example from my professional experience so you can better approach data, interpret it, communicate it, and finally apply it in your business. The False Insight In my time at Enterprise Rent a Car, I came across an area manager who confidently told me on my first day I had to leverage my ability to speak Spanish because Hispanics were the highest spenders on protection products and upgrades in my store. As days went by and I gained experience, I noticed that the data seemed to support the claim because the tickets (rentals) associated with this demographic appeared to be the highest spenders. After becoming more prolific with the data tools and analytics provided to my store, I noticed a crucial variable that had been overlooked: Tourism. What went wrong? On the surface, the area manager seemed to be correct, but data interpretation without context can lead to biases and misrepresentations that can make us make wrongful decisions. On the surface, the retail sales data showed a strong correlation between Hispanic customers and higher spending, but the catch was that the location of the store and how a big percentage of customers served were tourists, and almost the totality of Hispanic customers were international visitors. The "truth" about the data Revising my store financial statements, I noticed that non-Hispanic tourists displayed similar purchasing behaviors that were higher than typical. This wasn't a trend to ethnicity but rather one linked to customer origin. French visitors would also spend higher amounts on protection products. The reason behind this was quite clear: most tourists likely did not have insurance coverage in the United States, and because they were on a family trip, they were more prone to vehicle upgrades to enjoy themselves even more. The Art of Analytics: Why Context Matters  The most important thing you must understand as a Marketer, and the lesson from this, is a key principle in analytics : data doesn't exist in isolation . The context in which it's collected influences its interpretation, and without considering that context, even accurate numbers can lead to faulty conclusions. Communicating your findings is as important as discovering them. To be able to make a change, you have to let others know the value of your information; in this particular scenario, after my findings, the sales pitch I promoted with my employees changed from being tailored for Hispanics to a tourist perspective, where the main value proposition was now to "have a trip with no surprises and complete joy, " rather than selling with the same sales technique but translated to Spanish. After I implemented the change with my team, the sales numbers increased exponentially. Art vs Science, or a mix of both: Data and analytics, as a science, can identify sales numbers, but the Art aspect is what will allow us to uncover what is behind them. The Science of data gives us the "what," but the Art of interpretation reveals the "why" and "how" that can drive actionable change . Therefore, the correct approach to data is not only being content with the raw numbers that may lead you to an insight, but you also have to be able to understand what the data doesn't explicitly say. This synergy of Art and Science in analytics isn't just one way of doing it; it's the only key to turning data into impactful business outcomes. So, my question to you is this: Are you relying too heavily on the Science of data or the Art of interpretation? Now is the time to balance both and make an impact in your business starting today.

Have you ever walked into a place and just felt it looked just like it was meant to be? Like if every single thing has been purposely placed to serve a specific purpose? That's how I felt on my last visit to Animal Kingdom at Disney back in December. Everything was crafted in extreme detail, from the immersive theming to friendly cast members that move through the park without being noticed, thanks to subterranean tunnels (Yes, that's true, you can search it up). And that's the magic of Disney; everything is where it is meant to be for you to believe you have been transported to a different world. At Disney you are not a guest in a theme park; you're someone who has been invited to join the story of your favorite characters. But we, as Marketers, have to wonder, does the magic exist outside the parks, too? Is Disney's brand personality aligned with its positioning and relevant to its audience? Allow me to take you on this journey to dive into why Disney gets it right and where it can grow. ENDLESS RELEVANCE BEYOND MICKEY Disney radiates a personality that feels both magical and approachable, it is perhaps the greatest symbol of a brand that is family-oriented, fun, and imaginative but, most importantly, that endures the passing of time because it speaks to everyone, everywhere. Disney's secret sauce is to match this personality with staying relevant and connecting with people of all ages. Whether you're a child mesmerized by The Little Mermaid or an adult binge-watching The Mandalorian on Disney+, the brand feels timeless and current at the same time. At Animal Kingdom, I saw families screaming and laughing together on Avatar Flight of Passage, older couples taking quiet strolls on the trails, recent parents with their babies at the animal farm, and even teens in front of the Tree of Life taking selfies. That's Disney; it creates spaces for everyone to feel like they belong. Everyone feels identified with at least one thing. Mickey Mouse from “Public Domain”. Retrieved 01/14/2025 AUTHENTICITY: LIVING UP TO THE MAGIC Disney promises magic, and wow, they do give it to you. They deliver from the second you get into that parking lot. Disney surpasses expectations on all counts. And let us not forget the cast members are not employees; they are storytellers. Comparing it with my experience at Universal Studios, you are a customer at Universal Studios, while at Disney, you feel like “the most special guest”. That's a difference that counts. I remember asking for directions at Disney from a cast member, and instead of pointing (like it happened at Universal), the employee walked me all the way, smiling, while dancing with my partner to where we needed to go. It is just small things like these that make Disney shine. THERE IS ALWAYS ROOM FOR IMPROVEMENT. While Disney's magic feels endless, there's room to grow. There is one aspect of their personality that is currently under scrutiny: the “for all families” because it has lately been pushing prices that are absurd. A balance between exclusivity and accessibility is due or they risk losing families who form the core of its audience, the fact that planning a trip to their parks costs more than traveling to Europe from Miami, makes me wonder if I should go back or just enjoy a nice "Aperitivo" in Madrid. Spending $300 per person on a ticket that includes wait times of 180 minutes per attraction is closer to madness than magic; thankfully, they seem to be already working on this based on the CNN article I found some months ago. Change in Hotel Rooms at Disney . Retrieved 01/14/2025 Another aspect that I personally believe they should keep working on is deepening their stories with underrepresented voices, fostering the connection with the diverse audience on the globe is a must,, thankfully, the " Reimagine Tomorrow " program seems to be their card to do so. ACT ACCORDINGLY TO YOUR BRAND PERSONALITY Personality, brand positioning, and value delivery should always align, and I think Disney almost does this to perfection; how about your brand? Are you also achieving this? Or what are the points of improvement? If you are interested in learning more about brand personalities and seeing how Disney is a perfect example so you can understand this subject and apply it in your workplace, this article developed by Rachel M. Winsor is a fantastic opportunity to dig deeper into what she calls "The Magic of the Mouse"

As a marketer, you're often asked what your favorite brand is, as we are experts who are constantly analyzing every aspect of the company's strategy. This is true, but what is also true is that when I tell people my favorite brand is Trader Joe's, they often laugh in response. "A grocery store? Really?" they ask. What about Tesla? Nike? All of these renowned brands? Well, anyone who's walked through their aisles and specially tasted their Speculoos Cookie Butter or been greeted by an employee in a Hawaiian shirt knows that Trader Joe's is no ordinary store but an experience of joy where you feel part of a community.  So, how do they do it? The answer lies in its marketing mix and, most importantly, how its product, price, place, and promotion align with its brand positioning. "Your neighborhood grocery store that offers high-quality, unique products at an affordable price in a fun and engaging shopping environment ”. Product or treasure hunting?  Trader Joe's shelves are filled with high-quality, unique items, often from a private label. Their product lineup always makes you wonder what you will find this time and if the product you bought last time is still there. Their offering feels curated rather than overwhelming. Information presented in the article from the Data Design Institute at Harvard  shows that the brand's typical store has an inventory of around 4,000 SKUs, which represents only 8% of the industry average . In my perspective,  this is what creates a "treasure hunt" experience  that keeps customers returning and gives a subconscious promise of quality in their fewer items because, as we have all heard, sometimes "the less, the better." Thanks to this strategy, the excitement never runs out; their product lineup always makes you wonder what you will find this time and if the product you bought last time is still there. However, an area for improvement could be introducing products that reflect the unique tastes of the specific community the store is located in . I imagine walking into a Miami Trader Joe's and finding my famous Peruvian Soda Inca cola, and that for sure would take the experience to the next level!  Note** Self made brand positioning statement based on the information retrieved at their company website; https://www.traderjoes.com/home/about-us   Harvard article retrived 01/22/2025 from: https://d3.harvard.edu/platform-rctom/submission/trader-joes-food-for-thought/ The promise of a great price and a fun place Trader Joe's pricing strategy hits the sweet spot between affordability and quality. Based on a comparison made by   Pamela Vachon from CNET, Trader Joe's offers, on average, 33% cheaper products than the common competitor ,  which reinforces the promise of value without sacrificing quality. I n regards to the place , walking into a Trader Joe's feels like stepping into a friendly neighborhood market. The small store format, hand-painted signs, and messages under each item with opinions from the workers complement a very warm customer service that makes every visit personal and feel like you're not in an urban area but a small farmers market that feels cozy and local. "Product, Price, and Place keep up with the promise of your affordable but quality-oriented local grocery with a fun environment." Promotion: When customers do the work... Trader Joe's leverages the trend of traditional advertising. They rely heavily on word-of-mouth, in other words, recommendations (I am guilty of this; I just made my brother go to a store for the first time), and the boom of organic social media content food influencers usually upload on social media utilizing products from the store even when the brand does not pay for the content. An example of this is the famous Instagram profile traderjoes5itemsorless with 633 thousand followers; here, the owner, Anna, shares trading recipes with Trader Joe's products and videos that achieve millions of views.  A marketing mix that respects the brand positioning The marketing mix of Trader Joe's is a lesson for an organization that lives true to its promise of authenticity, and that ensures that all of its business actions are aligned with its positioning.  From their selective products to better-than-average prices, everything works to deliver on the value promise. So here is my question for you: How would you improve Trader Joe's marketing mix? And, Is your marketing mix delivering that same cohesive experience? Ready to read more? Don’t miss my latest article:  “ The price of Magic: Disney Personality and its challenges ahead ”

Brand value comes from years of making, years of carefully developing marketing tactics that aim to increase the awareness and image until the name of the brand itself becomes a symbol (hopefully) of value . Every year, I look forward to the Interbrand's 2023 Best Global Brands Report as it shows us, in a visual and detailed manner, the top brands thathave outperformed themselves and the ones that have lost value YTD. In the 2023 edition , something instantly caught my eye:  Porsche's brand value soared by 20% and Ferrari's by 16%; fascinating, but why?  Most importantly, how can two luxury brands soar like this in a world where economic uncertainty is a constant threat, and consumer behavior shifts at an overwhelming speed? We can't argue that they were small or not valuable "enough" already to explain such a big increase in a single year, therefore, there has to be something more. Today, I will explain to you some of the reasons behind their success and how we, as Marketers, can apply some of the concepts to our day-to-day work. The Red Car:  Purpose-Driven Performance If I ask you about the most beautiful red car you can think of, what is it? I bet it is a Ferrari. My mind wonders when I hear the name. What a dream, am I right? But this brand has never just been about cars, and whoever thinks that is deeply wrong. Ferrari has transcended into a cultural icon that taps into the human desire for speed, prestige, and identity. Now, Ferrari is a profitable club that you can be a part of even if you don't have the money for one of its most impressive creations. In recent years, Ferrari has diversified their offering: debuting at Milan Fashion Week, entering high-end lifestyle segments, and dedicating great efforts to selling a lifestyle. Ferrari deeply understands the desire of the people to be part of the success and the thrill, and you can join by as little as $40 by buying your favorite hat in their online store so you can wear it proudly before each F1 race.  Ferrari LaFerrari . Retrieved 01/07/2025 Addressing Marketing trends: The all-electric performance Now, listening to your customers goes beyond new products and exposure to related activities that resonate with your promise; it also involves innovating to address new preferences. Lets take a look a Porsche, the brand has leaned into the electrification trend without losing its performance DNA. An example that comes to mind is The Taycan, a beautiful all-electric that is a testament to how to blend tradition with innovation. As a Marketer, you should constantly consider if new offerings are required and maintaining value that customers actively look for. Luxury is more than being expensive Luxury is personal, and both iconic brands have excelled in delivering top experiences. Both Porsche's vehicle personalization capabilities and Ferrari's approach to crafting experiences for its community create not just customers but lifelong brand advocates. And like I always say: “ A brand becomes truly iconic when it embodies innovation, is deeply committed to delivering value, and transforms consumers into advocates—elevating its products into symbols of a greater purpose” Now, you may say, Gianmarco, I don't work in luxury; it is not the same. So....What can brands outside the luxury segment learn from Porsche and Ferrari? I would advise you to take a note on this: Innovate without compromising what the brand is all about. Heritage and innovation are not mutually exclusive. Adapt, but stay authentic. Invest in Relationships, Not Just Transactions Consumers seek connection,  and the connection is as important as offering a good product. Your branding needs to build on wider aspirations and values that your target audience may have The Road Ahead At the heart of Porsche and Ferrari's growth lies one undeniable truth: brand equity isn't built overnight. The most important thing I could advise you to do is deliver on your brand promises while evolving with consumer expectations, just like these fantastic companies are doing. They've strengthened their equity, ensuring not just growth today but sustained relevance and loyalty tomorrow. As marketers, the lesson is clear: brand equity is the main component upon which long-term success is built. Are you cultivating your brand to be a symbol, a positive image of trust, aspiration, and value? So,  my question for you today is: how are you going to shake things up at your place of work? How are you going to take that extra step to make your brand not only one people now (awareness) but one with an image that people love?  Build long term value for your brand, and you will outperform every single time, a short term approach. Sources: Note: Information retrieved from Best Global Brands 2023. https://interbrand.com/thinking/best-global-brands-2023-report-download/ Ferrari’s 2023 financial results, retrieved from: https://www.ferrari.com/en-EN/corporate/articles/2023-full-year-and-fourth-quarter-financial-results . por

Let us imagine this: You're working with a brand that has spent years and decades building animage, a reputation based on quality, exclusivity, and being able to address customer needs with thehighest possible detail, and now, the brand wants you to collect insights for their product upcominglaunch (let’s say a high-end accessory for example). Naturally, you think performing marketingresearch is necessary to test the idea, and a survey is the most straightforward way to get theinformation you need, but wait, here's the catch: what is the difference between a good survey and abad one? Well, it could mean the difference between a product that becomes a customer’s favoriteand one that fails and may even impact your brand equity. SURVEY 101 At first, a survey could seem like a simple tool; but we have to remember not all surveys should becreated equal. A poorly designed survey risks not only wasting valuable time and resources but alsotaking the brand towards the wrong path. Let me share with you why it is important to make a top-notch survey and why its quality means everything. VEET - A SUCCESSFUL CASE STUDYSURVEY 101 it was 2020, and Veet's management for Latin America wanted to understand what consumers valued most in hair removal products and could help them differentiate against new competitors entering the market with lower prices. While working on this, me and my team could've just asked broad questions like, "Do you like Veet?" or "Would you recommend our products?" to know if the brand should worry about these newcomers, but these types of questions only give surface-level answers, no real insights, that are needed to make meaningful improvements. Consequently, our vision was to aim for product qualities: "How would you rate our product scent?" and "How smooth does your skin feel after using it?. These questions revealed which product features were truly making an impact and if they were relevant for the customer at all. The results? We found that, while effectiveness was a must, customers cared the most about pleasant scent and smooth texture. So we implemented a subtle but essential insight for our brand messaging. Note: This is an example of how we guided our brand message. See the feather she is holding to transmit “softness’". WELL...IS A BAD SURVEY BETTER THAN NO SURVEY? Imagine you did launch the product we discussed first, based on feedback from a survey full ofleading questions, where you asked for example: "Don't you think our product is the best on themarket?" you won't capture the truth. If we're only asking questions designed to confirm what wewant to hear, we're not collecting insights; we are collecting our ego, and more importantly, we arenot executing our job as Marketing professionals. So the question can answer itself, absolutely not! WHY SHOULD WE CARE TO CONDUCT PROPER RESEARCH? As marketers and, at our core, professionals with ethical principles, we cannot allow our companiesto make decisions based on misleading information. Sometimes, the result is not the one you want tohear, but it is your responsibility to share it trustfully anyway. As researchers, we must providevaluable content that helps us take the right path. Like I always tell my team, we should always bethinking in terms of the consequences of our actions, clearly knowing what is at stake and how ouractions can affect our brand. That is all for today, but finally, I want to leave you with this thought foryour practice moving forward: “Ask the right questions, you're not just collecting data, you'rebuilding a foundation for smarter, customer-centered decisions. You should always do yourresearch in pursuit of the truth and, above all, respect your findings”. Note: Retrieved from Hubspot on November 6, 2024. From Survey Design: 13 Best Practices to Maximize Your Results Ready for more? Don’t miss my last article about: The Forgotten Research: Qualitative Insights from Zacateca’s Success

What draws your attention when you open your inbox? Is it the subject line? The promise of relevant information? Or do you think that this email seemed written specifically for you? The answer should be all of them. For us marketers, we must understand that email remains one of the most effective tools for building loyalty and driving engagement if done right. Through the work I've done on Reckitt's Enfamil digital strategy, let me show you how you can achieve superior results with three fundamental aspects to consider The Key to Engagement: Personalization A one-size-fits-all email structure hardly ever works to build a relationship with a customer; it lacks being tailor-made, and at Enfamil, my team and I were aware of this situation and developed our campaigns depending on what stage of motherhood the subscriber was at. My advice to be able to personalize your brand content is to make sure you are asking the right questions that give you information about your audience, for example, when a user registers in our "Enfabebe" Platform (That is the name given to Enfamil's loyalty program), we would immediately ask users to let us know the date they were expecting to welcome the newest addition to their family so each email was tracked to personalize their tips. Note: Example of email made for Andean Region (2022). Property of Reckitt. Mead Johnson. The Importance of Timing Even the best-crafted email can fall flat if sent at the wrong time, and you have to consider the peak time when your audiences are most likely to open your content, meaning, don't send emails at 3 am in the morning when you are going not only position your brand at the back of the list on next morning emails but also make your customer question if they should stay subscribed. Furthermore, timing also includes realizing when is the best stage to present the customer with a determined product or service; as an example, in Enfamil, based on their stage of parenthood, we would send emails regarding how to introduce baby first foods,  something that would be completely irrelevant if it is sent when the baby is just born. Content Based on Value It goes beyond saying, but the email you are sending should have clear value to your audience; it is not sending just to reach a number at the end of the month; it is to really offer value that each communication, avoiding your messages as been regarded or treated as spam but rather as a helpful resource subscribers look forward to. Note: Email best practices by GetveroLinks to an external site. , we should think of our email in terms of the presented funnel. Conclusion: From Inbox to Impact As a Marketing expert, you know that email marketing is not about sending messages, is about building relationships. Through personalization of content, timing, and the creation of true value, you could make your campaign one that resonates and boosts your brand loyalty. So, the question is: What do you put in your next email?