The year 2014 represents one thing for the sports world: the FIFA World Cup. Whether you like or not, it's here, and in less than a few weeks it becomes real in Brazil. How does this worldwide phenomenon affect Brazilian products? How are advertisers supposed to behave and compete with international brands in this very crowded marketplace?
The FIFA World Cup moves extraordinary - as well as dubious - sums of money that range from infrastructure to ad campaigns. "Brazil expects to receive 500,000 foreign tourists and move tens of millions of Brazilians for the host cities." (Source: Ministry of Tourism)
Within this scenario, Brazilian brands are offered a unique opportunity of competing on the same arena with other major international brands. As a country, Brazil should export a comprehensive picture of modern, developed and creative nation. An image that relies heavily on a good performance of its national products, since the brand identity created for the 2014 World Cup had proven to be a colossal failure. A poorly structured logo, foolish typography and a mascot that became a joke, all seemed a random combination of elements without any previous planning.
The branding of the 2014 World Cup consists in a random junction of elements without much planning.
Despite the not-so-great image of Brazilian marketing and branding, national products may still have a chance to change this paradigm. Here are some ideas as to how to make that happen.
1. Brazilian pride
The country's essence and fervor for the World Cup dictates a distinct set of factors within its global marketing: energy, passion and happiness, which are perhaps more important than leadership and quality. National brands should encourage patriotism by creating motivational campaigns that take advantage of their market and extensive consumer knowledge. A Brazilian-to-Brazilian approach and message within campaigns will generate an inherent marketing advantage.
2. Keeping an eye on FIFA Partners
Something that is definitely worth watching out for are the actions executed by the six major international brands involved in the World Cup - Adidas, Coca-Cola, Hyundai, Kia, Emirates, Sony and Visa - who have paid sums as large as £230 million to FIFA for a four-year partnership. These brands will bring a lot of creativity and branding quality and will be present in all matters of the tournament. These advertisers will have access to more than 50% of the world population.
3. Joining in
Brands should improve and promote the consumer experience and become a part of the worldwide event through local and spontaneous activations. Social media (Facebook, Instagram, Twitter, Snapchat, Youtube ...) are ideal platforms for Brazilians and foreigners to share their own experiences and interact with each other.
Brands could also integrate their efforts onto social and mobile platforms, paving the way for a more immediate and tight-knit contact with the audience.
4. Adding value
Brands must find a way to incorporate themselves in the middle of the experience between fans and the sport without being invasive. Through this connection, they should strive to add value and continue a longterm relationship with consumers, not only during 2014, but until the next World Cup in 2018.
The tournament is ready and guaranteed to the public and the consumers; now the question that remains is whether it will get a taste of Brazil's victory.
Pablo Alzugaray, advertising superstar, Cannes Lions winner and CEO of Shackleton, provided a Master Class during this year's Young Lions Academy, organized by the team of Cannes Lions in the Dominican Republic.
According to Alzugaray, when it comes to advertising, we are in the business of asking ourselves: Who do we want to think what? A brief should be the answer to this question. Our job in advertising is to influence and inspire, not just make ads. So how do we get people to think of a brand in a specific way? The answer to that would be to have the brand behave in that way. Just as in life, our reputation is the result of what we do, not of what we say we are. In essence, what we do and what we don't do is the biggest kind of statement in the world of communications that we could think of.
Here are 5 take-aways from his unforgettable master class:
1) Communicate with facts.
Do. Experiment. Integrate facts and real people in your advertising efforts.
Case: "Experimento Comparte" for Acción Contra el Hambre (Video in Spanish)
2) Think of the "what" before the "how"
Define what you need people to think and then focus on how to construct and deliver your message.
Case: "Miravete de la Sierra" for Conect (Video in Spanish)
3) Be relevant
We work in an industry in which relevance is key if we do not wish to go unnoticed.
Case: "Un equipaje inesperado" for Spaniar (Video in Spanish)
4) Language is the message
Language - visual, spoken or physical - is universal.
Case: "No te rindas nunca" for FSC Inserta (Video in Spanish)
5) The risk is not to risk
More things may be accomplished if we dare to risk with our ideas.
Corporate events are the perfect opportunity to really change the perception of your brand, not through traditional advertising methods - but by immersing your clients in a world that’ll really get people talking. Because more often than not, it’s not just a matter of getting attendees to show up. The best corporate events are those which manage to create a world of their own - one that’s fully immersive and makes your guests feel like they’re part of something unique.
Whether it’s to launch a new product, build upon your internal communications, or build a buzz around your business, creating a great corporate event really can be enhanced by having the right type of staff in place. We’ve seen this to be true across all sectors - from automotive, to telecoms, from utilities to banking - people are at the very heart of the event experience.
What Makes Corporate Events Different?
When putting together a corporate event, it’s essential to focus entirely on your guests. More than anything else, corporate events are an opportunity to create an experience that delights and inspires everyone in attendance - and to generate positive associations between the world, and your brand.
More often than not, they’re a closed space, for a limited number of guests - which means it’s important to make sure they’re innovative, but accommodating to your visitors’ requirements. By creating an event that delivers everything your guests expect from a corporate event, whilst managing to offer something that’s just a little bit unique, it’s possible to redefine your brand - and leave your guests wanting to engage with, and share, their experiences with a wider audience.
Why Are People Important?
No matter the scope of your event or the brand you’re trying to promote, a great staff needs to be a constant. From the team of people behind-the-scenes trying to make things happen, to the hosts and hostesses greeting and assisting your guests, it’s essential to have people who understand the importance of your brand experience. From mixologists, to presenters and cameramen, every person at your event is a representative of your brand - and they have the potential to change the perception of your brand in a powerful way.
By investing in the highest calibre of a team, it is possible to re-define your brand and revitalise your relationship with your clients, consumers and internal staff. We regularly guide our clients through briefing and training to ensure that they’re making the very most of the opportunity, because it’s easily overlooked - but absolutely fundamental in achieving the brand awareness and respect that such events are designed to generate.
Corporate events are a great opportunity to redefine your brand - and get people really talking about your business both at the event, and in the wider sphere. They can be immersive, powerful experiences for your guests - and with the right people on board, you can guarantee its success.
Matt Day works in the brand marketing team at Mashstaffing.com, were he helps companies create re-branding events. If you're looking for advice in re-branding a product, company or brand, look at some of Mash Staffing's advice articles.
It was a cool, crisp, New York afternoon. Amidst the quietness inside the taxicab, the air, the city, was full of excitement. An endless amount of cars stood between us and our destination. I checked my watch and read the time: 2:55pm. “Great,” I thought, “We’ll be late.”
I picked up my phone and dialed. Seconds later, a serene and sweet voice answers. “Hello?” “Mr. Vignelli , I mean, Massimo,” I said, as I remembered what he had insisted I should call him, “It’s Maria Elena. Just wanted to tell you I’m on my way. We’ve hit terrible traffic; huge jam on 4th avenue.” To this, he calmly replies, “No worries, I’ll be here.” His voice was a soothing melody that juxtaposed with undeniable perfection the chaos that was the city.
Minutes - or what seemed as an eternity - later, we pulled up to his apartment. Bags, cameras, tripods and iPad in hand, we quickly made it through the building.
Massimo Vignelli, 83 and Italian-born, answered the door with a warm and endearing smile, wearing his signature color – black. It took us a couple of seconds to fully grasp and process the long- awaited moment. He immediately showed us in, gave us a tour of his beautiful home and led us into his living room office. A brilliantly-lighted double height black-and-white space with nothing but a massive window and a square table, evoked his bona-fide credo consistent through decades.
It seemed as though every corner of his home portrayed that distinctive Vignelli philosophy: simplicity and elegance. As Ernesto, More Than Branding’s beloved video director set up the cameras, I sat down with Massimo and reviewed the questions for the interview. His graceful manner during our conversation reflected the ease in which he, very graciously, obliged for an interview weeks before. I had always dreamed of discussing the world of design with a man responsible for the creation of so many iconic products – a man who has contributed so much to the field of branding and communications. Equipped with my massive notes and questions, we began.
As a child who grew up in the design-driven city of Milan, Massimo knew he wanted to pursue a life in the field by the young age of 14. After attending the Polytechnic University of Milan, he worked in the Studio of Achille Casteglioni, a world-renowned Italian designer. It was here where Vignelli’s famous maxim started taking its shape. It was here where the concept of applying the fundamentals of design to everything in a minimal, simplistic way, became the essence of his ideology and his craft.
The incomparable duo: Massimo and Lella Vignelli in their New York City apartment. (Photo by John Madere)
He and his wife Lella founded Vignelli Associates more than four decades ago after moving from Italy to New York City during the 1960’s. With a vast formation in the field of architecture and design, they set forth on a journey that has resulted in an undisputable stamp on our visual culture. Their profession has encompassed everything from architecture, advertising, corporate identity, graphic design, packaging, interiors, product design, books, magazines (among them AAA), furniture and industrial design, as well as countless other products under their distinguishable and iconic aesthetic.
Within the corporate world, they were responsible for the creation of notorious brands such as American Airlines, Bloomingdale’s, Ford, IBM, United Colors of Benetton, Heller, Knoll and a myriad of others across the globe. During the 70’s, the Vignelli’s developed what became the legendary map and signage for the New York City Metro System.
In an interview for Design Boom, he described his work as: “Spare, essential, intellectually elegant, strong, and timeless.” The Vignelli brand is the embodiment of the attitude that less is always more - ridding oneself of the unnecessary in pursuit of conciseness and sophistication.
In addition to practicing their profession, Massimo and his wife Lella both taught, wrote, served as jury and board members, lectured and contributed their talent to the field of design. It was this proclivity that led them to Dominican Republic in 2006, as visiting professors in the esteemed Altos de Chavón School of Design.
Amongst the Vignellis’ many accomplishments, Massimo and Lella were awarded the AIGA (American Institute of Graphic Arts) Gold Medal in 1982 and were included in the Art Directors Club Hall of Fame in 1988. The AIGA medal —the most distinguished in the field—is awarded to professionals who have have excelled in the field of design and visual communication throughout the actual practice of design, teaching, writing or general leadership.
Perhaps one of the best definitions of the Vignelli design is found in an article written in 1983 by David Brown, Wylie Davis and Rose DeNeve published in AIGA Graphic Design:
“It is not enough that something—a chair, an exhibition, a book, a magazine—looks good and is well designed. The ‘why’ and the ‘how,’ the very process of design itself, must be equally evident and quite beyond the tyranny of individual taste. The Vignelli commitment to the correctness of a design has taken their work beyond the mechanical exercise of devising a form best suited to a given function. They've always understood that design itself, in the abstract, could and should be an integral part of function. More than a process and a result, design—good design—is an imperative.”
Massimo Vignelli is the personification of a commitment to excellence fueled by an undeniable passion for the field of design – “Design that is visually powerful, that is intellectually elegant, and above all, timeless.” I can’t help but admire this relentless approach to raising the bar of one’s profession, to the establishment of a legacy that interconnects with all areas of our daily lives. My profound respect stems from his infallible pursuit of relevance, to his keenness in observing everything and everyone – to reading life and contributing to it.
After two and a half hours, we were done with the interview. That same night I followed-up with a thank you email, to which he kindly replied including this last comment:
“There is no valid branding without an overall integrity of the company or products - otherwise is just empty styling - reflecting the company’s overall shallowness. And that is the kiss of death for any kind of company. I see this as a fundamental issue in relation to branding. It’s either real or it is phony. There is no middle ground on these issues.”
In a world so concerned with what is said and done, this moment during the video will forever echo in my heart: “The most important thing is to observe, keep track of everything and not miss anything…” accompanied by his enthusiastic smile - contagious and eternal.
To watch the interview with Spanish subtitles, click here. / Para ver la versión subtitulada al español, haz click aquí.
Photo credits: John Madere / Massimo and Lella Vignelli.
The race to the 2014 Cannes Lions has officially begun, and it seems like it was only yesterday when Yasser Mármol and I were getting ready for the opportunity of not only attending, but also representing the Dominican Republic in the Young Lions Marketers Competition. Inspired by the experience we were about to live, a series under the name of "Road to Cannes" was published in order to capture the spirit of what could possibly be considered as the most exciting and mind-bloggling event in the life of an advertising or marketing executive.
Twelve months and countless posts later, this girl is back and ready for more. As we approach the big day of the festival, the folks of Cannes Lions in Dominican Republic have already started the quest of finding this year's representatives for four of the Young Lions categories: Marketing, Film, Cyber and Design. In the Young Marketers category, each team of two is asked to produce a brief for a charity or cause and create a product, service or movement based on the topic. The ideas are presented in front of a jury over the course of (and no more than) 5 minutes.
This year's winning duo is Jennifer Terrero and Victoria Feliz, who presented a campaign for the office of the First Lady of the Dominican Republic, under the name of "Programa 360." The proposal included a strategy and plan of action supporting the prevention of domestic violence in all sectors and levels of society.
Up next is a video on what went down that day. Stay tuned for upcoming posts as the winners of the other categories are announced.