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- Add comment | Back to Home Written on 23-Jan-2009 by cristian.saraccoAs I said a while ago in a "post", it is difficult to explain my thoughts structure and how I came to this analogy that I'll write below ...
Let's talk about branding and let's do it seriously!
Metamorphosis
Some companies are tempted to renew their image and they beging this way... Because it is outdated, it's ugly, it's boring, they have money, in times of crisis it distinguishes themselves ... because it is "cool, you know?"
This effort is usually based on and limited to design of its brand and commonly advertised with messages like "we have a new logo" ... this could be simply considered as a metamorphosis of a worm to a butterfly.
Evolution
Other companies however recognize that something is changing and that change gives a new intention to its value proposition or extends its scope of business or improves what they are doing now.
Evolution means that the changes, in what the company is, are slow... It is the evolution of identity and in many cases need to be translated into a change of image ... It is proven, honest and real, what they are is different from what they were, and then they show it.
Without going into the religious aspects of the theory of evolution, they are moving from monkeys to humans, discovering that they can join the thumb with the little finger of their hands and walk on two legs.
Disruption
A few companies see that it is time to make the jump, to live and to make live a new experience, something truly, unique and different from what is already known.
There is no evolution, there is a cut and something new, but some issues remain because in the end, individuals who interact in this system are the same, their DNA remains... They maintain their call to action idea defined at the highest level ...
It is the disruption of identity, a sex change without notice ... It's also identity before image, but with a stronger need of working on a new image that tells what has happened ...
Few companies do it, few dare to do so ... Perhaps those in which the property is still present...
In sinthesys ... If you think that in your case, the metamorphosis is enough, please consider your point of departure, and point out that the butterfly, despite its beauty, remains an insect!
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written on 24-Jan-2009
Irene Gil says:
Gracias Christian por enviarme el post. Me gustaría verte alguno de estos días para ver si podemos encontrar vías de colaboración.Te llamaré.
El tema que planteas es muy interesante. En mi experiencia y específicamente en España a la mayoría de las empresas ya les va bien seguir siendo gusanitos y no destacar para no generar ruido. Hay algo confortable en el magnetismo la uniformidad. De las que quieren ser diferentes, la metamorfosis es la vía más corta y agradecida. Tengo mucha fe en el poder del diseño para transformar percepciones. No creo ni mucho menos que sea un camino inválido o menos válido. Y siempre va acompañado de evolución. Casi nunca me he encontrado con un cambio meramente cosmético, siempre simboliza un cambio o una aspiración estratégica, claro que la mayoría de las veces hay que hacerla aflorar. La disrupción es más difícil porque hay algo muy permanente en nuestra forma de ser que raramente cambia. Algunos somos más disruptivos y capaces de reinventarnos. Conociendo un poco tu trayectoria personal pienso que tu eres uno de ellos, ¿me equivoco? -
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written on 24-Jan-2009
cristian.saracco says:
Hola Irene!
Gracias por el comentario!... La semana que viene la tengo algo liada... Igualmente hablemos y veamos si nos podemos encontrar en algún momento!
Y es como dices... el diseño tiene un poder incalculable, si existen contenidos ciertos que le den vida... no?
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