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!)

Allegro 234 - VI Annual Meeting

WOW 2.0!

Why and how to create a brand experience in Web 2.0

Madrid | 29.09.09 | Hotel Orfila

Barcelona | 30.09.09 | Hotel Claris

Under the name of WOW 2.0! [Why + How = WOW!], Allegro 234 will hold its sixth annual meeting in Madrid and Barcelona on the 29th and 30th, September 2009.

During the event, we will address qestions such as:

• Waht does it mean to create a relevant and unique brand experience in the online world?
• What does Web 2.0 mean for your business? What is it good for?
• What are the differences between a corporate blog from a social network?
• What is important and why?
• What do you obtain?
• Why now?

Presentations

There will be two presentations, which will be headed by Alberto Barreiro, founding partner of Webjam Ltd [London, United Kingdom] and Cristián Saracco, Founding Partner of Allegro 234 [Madrid-Buenos Aires]

Activity is the new Content by Alberto Barreiro

We're seeing a paradigm shift that affects the way they are constructed online identities (individuals, businesses, organizations).

The centralized directional communication is being replaced by a collage of presences that are dynamically created by multi-directional interaction between people.

In this new context, talking about brands or individuals is indifferent, the daily identity is constructed through experiences.

This "connected and shared experience" consists of a universe of conversations, faces, connections, events that occur around the brand (not necessarily through it) and which define a liquid and changing identity.

The identity is expressed by the "activity" that occurs around the brand. The content has been replaced by the conversation.

Social networks exemplify this paradigm shift. The centerpiece of Facebook, Twitter and Webjam is activity. Web information has been replaced by the creation of contexts of conversation among individuals in the community.

In Webjam we try to provide to brands, and through them to their users, an interactive environment that allows them, in an easy way, to generate the activity levels required for the collective construction of their identities.

The dialogue makes the experience unique by Cristián Saracco

With the emergence of social networking, blogging, micro-blogs and what is to come, the rules have changed and will continue changing.

On one hand, it is not what I say to them about me, but what they say about me, and secondly, the ability to establish dialogue with and among the audiences I address.

A unique, relevant and enduring brand experience is generated when people recognize the value, usefulness, availability, disponibility and service I offer, and this recognition is based on dialogues from and between that people, independently if they are internal or external audiences and who is generating the conversation.

Somehow we are back to behaviours prior to the industrial age where what someone, that I trusted, told me was what counted. Of course now, thanks to new technologies, this happens in the global village.

It creates risks and opportunities. More competitors, even offshored, more and better informed audience, infinity of points of contact ... And also, more people interested, they can talk and "prescribe" what I offer, and want to live and share that experience.

And this is it, it's to understand these new dynamics and prepare ourselves for new challenges. This is to observe, anticipate and execute in innovative ways to be unique ... Talking!

At Allegro 234 We are a creative team of consultants specialized in strategic marketing and branding. We can help you to increase revenues and create sustained value, combining creativity, innovation and thoroughness. We have a purpose: " To make things happen."

Place, dates and times

Place

In Madrid

The meeting will be on 29.09.2009 at Hotel Orfila – Orfila, 6

In Barcelona

The meeting will be on 30.09.2009 at Hotel Claris – Pau Claris, 150

In both cases the event will have the same schedule

• 09:15 Accreditation
• 09:30 Activity is the new conte
• 11:00 Break
• 11:15 The dialogue makes the experience unique
• 12:45 Q&A

Important | No costs & RSVP

• Or Allegro 234: +34 91 411 4030
• Or E-Mail to roberta[at]allegro234.net