MERCADEO Versión en español
Cannes beat – Ciro Sarmiento of Dieste: The biggest challenge for consumers is finding brands with purpose
8 de junio de 2016
Ciro Sarmiento, Diestes CCO explained to PRODU that successful brands today are acting, solving problems; being part of a solution. “The biggest challenge for consumers is finding brands with a purpose, brands that can solve a functional or social need. It is getting harder and harder for consumers to understand what is the real value of a brand, especially if theres a demand for brands that can play an active role in society.” The major strategy to make a message relevant begins with understanding the consumer completely, dont tell them who they are, give them a voice. He added that advertising is pointless without brand attributes. The Hispanic marketing is evolving -he said-, and now clients understand more they are not just hiring a professional accent anymore, but evolving with the same pace as culture. “The United States is changing so fast that I hope the term Hispanic no longer exists. Because its really about the best idea, the one that can make a difference to a brand and its consumer.” He said that users behavior regarding ad blocking has always been there. “Advertising biggest fear is to be ignored, call it ad blocking, zapping or just skipping ad.” Regarding the 2016 Cannes Lions International Creativity Festival, Sarmiento said that creativity its a way of living, and if he could give a gift to the industry it will be: one chance.
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