MERCADEO Versión en español
Ricardo Drab From Drab Brand Agency: Brand Innovations Should Be Proportional To How Useful They Are For People
Manuela Walfenzao| 17 de agosto de 2017
Equipo directivo de la agencia
The CEO at Drab Brand Agency, Ricardo Drab, feels that brand innovations should be proportional to how useful they are for people. “Selling is not interrupting and forcing actions. Today, people expect much more from brands than the functional benefits of their products and services. They want to be part of the creation of products and services; they want to be accompanied and place their focus on improving their day to day. We think it is an excellent moment for brands to develop new territories in which they can generate honest, useful, and dynamic links” he explained. According to Drab, today the image of a brand turns blurry and disarticulated over the big amount of executions brands must carry out every day. “Today, the identity of a brand goes far beyond a logo or a color; it is the identity of its communication and their own languages it generates to bring to life their personality facing different consumers and contexts. Tactic approaches became strategic ones, because every day activities are what end up building a brand” he highlighted. The result of their 20 years developing projects for brands such as Coca-Cola Mexico, Diageo, Fibertel, Cablevisión, Diario Clarín, Disney and Noblex has enabled them to innovate and create their own tools, such as the Brand Engagement System®, a customized visual identity system that boosts, articulates and optimizes the brand´s every day communication and identity. “For a couple of years, we have been working on projects in Mexico, Colombia, Central America, Chile and the U.S., where we have our own production unit. Along with the general market, the Hispanic market in the U.S. is a segment we are familiar with and we are interested in continuing to develop through alliances with potential strategic partners” he ended.
