DDB Latina publica una guía para que las marcas maximicen su influencia en las audiencias
DDB Latina created a guide to help brands reach a high level of influence. The objective is to be able to establish a deep relationship with people and to constantly attract audiences. “In this business, one must make use of cultural values while seeking relevance and a connection to people’s lives, and a greater or lesser level of differentiation or creativity. When brand communications are based on Influence, it is no longer about a direct, avoidable and argumentative message, but rather becomes about a transforming force from within, which makes people, not the brand, the main focus of the relationship.” According to the guide, brand influence is supported by two pillars: connection and dissemination. The first is characterized by the relationship between people and the brand, meaning the brand’s ability to add value to people’s lives, and the other helps determine a brand’s popularity and what kind of presence it has in the audience. “That connection is strengthened when the brand has a clear mission and purpose, when it is innovative, brings new options to the table and amazes people with better life solutions, which in turn builds trust. Dissemination is achieved by spontaneous online and offline discussion about the brand, regarding its products or services.” According to DDB it’s crucial that brands talk in the influence language. “We firmly believe in the power of influence as a force that generates growth performance for brands. To maximize their influence, brands must perform a deep analysis of what they do today and rethink marketing and advertising.”
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