Place, people and part of the Allegro 234 BA team

This year in the Modena Design of Buenos Aires, Argentina [BTW... a very cool place!], we were talking about people, tribes and behaviours. Almost 70 marketing executives participated of this event... The key points shared during this meeting could be summarized as follow:

• Brands establish a dialogue with people who are sharing values and behaviours
• The brand experiences go beyong communication and the brands themselves
• Companies need (actually, must have) attitude. Those are the ones that trascend their owners and leaders over time
• Loyalty is all that remains when faith is gone

Two weeks ago, we enjoyed our VI Annual Meeting in Madrid and Barcelona, Spain... And we were talking about something which is also related with people and tribes; A new way to understand, build and share a brand experience.

People in Madrid, Allegro 234 HQ team, and Alberto & I

This time with the participaton of Alberto Barreiro from Webjam (Thanks Alberto & al)

The main points were...

• Brands are built around reputation (not products), and reputation is waht people perceive about the brand promise
• People control brands
• Social networks (the corporate ones) allow companies to participate and give intentionality to their brand experiences
• Companies can and must integrate their "brand social presence" (in this case, obviously using Webjam)
• Understand what is going on requires anticipation, observation, execution. A continuos innovation cycle to assure uniqueness
• Our behaviours are going back to the pre-industrial era. We want and need to talk with other people who share values with us
• Interactivity, asynchronism and "a la carte" are new brand experience paradigms
• Planification first!

As Yann Motte, Webjam Co-Founder & CEO wrote some days ago in his last blogpost, "Companies need to make followers aware of the brand, not just the medium"

Finally, companies, at the end, are people sharing a purpose... just that... and actually this is more virtual than the Web!... Think about this :)

In few days, I hope, you'll be able to see the videos of this terrific event... (Hmmmmm... In Spanish, I'm sorry!)