Fomentar la conexión entre el usuario y las emociones que transmite una marca son vitales a la hora de generar comunidad, promotores de marca y consumidores. A más de alguno, le ha pasado que recordar un sonido como el viejo chat de Messenger, sentir el olor de alguna reconocida marca de comida, o ver el símbolo de alguna empresa que influyó en nuestras vidas, le trae consigo emociones que habitan en nuestra cabeza, provocando las ganas de volver a sentir esa experiencia.
Según Kantar Millward Brown, el ranking de marcas más valiosas de este año es variado, pero entre los primeros 10 se encuentra McDonald’s, una vez más. Valorado por más de US $191.109 millones, es una de las marcas más reconocidas a nivel mundial. De acuerdo con la firma EOB, para 2021 se estima que McDonald’s gastó más de $4 mil millones en publicidad viendo la comunicación como un pasivo esencial en la organización.
Para Diego Salazar, Director de Comunicación de PRenseable, la marca es como un seguro de vida para una empresa. Si la trabajas bien, puedes sobrepasar un sinfín de crisis y muchos van a querer rodearse contigo, por lo que transmites y haces, por lo anterior, es importante analizar las distintas crisis que han pasado diferentes cadenas de comida rápida a nivel mundial y que pese aquello, siguen siendo las más vendidas.
Bajo esta línea, en los tiempos de hoy, la construcción y evolución de la marca, debe ser más contemporánea a lo rápido que fluye nuestra sociedad. “Nos estamos enfrentando a un mundo totalmente diferente, muy digitalizado, donde la tecnología trae consigo clientes que son más exigentes con las marcas. Es por esto por lo que las estrategias de comunicación deben avanzar a pasos agigantados y tan veloces como el consumidor exijay eso es algo que deben tener presente las empresas, pero sin perder el toque humano”, asegura Salazar.
De esta forma, resulta clave lograr cohesión entre la marca y el público objetivo, pero que estas se determinen a partir de una estrategia de comunicaciones robusta, que implemente las tendencias de consumo de este 2024 junto al valor agregado que brinda la tecnología.
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