The SPAIN BRAND opportunity after the Brexit.

The SPAIN BRAND opportunity after the Brexit.

The SPAIN BRAND opportunity after the Brexit.

You say goodbye, we say hello.

 

After the refusal of the United Kingdom to remain in the European Union, the Brexit, a very different picture from the actual is taking place for the current markets. This exit from the common market brings many changes in terms of the relations between people living in the old continent: the people’s movement will no longer be free between EU countries and London, with all that this implies. But also companies and brands will have to rethink their strategies to make Europe a market without the United Kingdom.

It’s the opportunity now to strengthen the Spain Brand and all the Made in Spain products. With the changes that will arise, it is necessary to consider strategies that help position the country on the starting line to conquer the spaces that the UK is leaving free.

 

The Fintexit: the opportunity of Spanish entrepreneurs.

From 2010 to 2015, England had become a paradise for Fintech companies: while those located in that country managed investments with a value of 5400 Million dollars, those located in the rest of Europe remained in 4400 million dollars. This only fact let us know the importance that England has for this kind of companies.

But we don’t know what will happen to the Fintech companies located in the United Kingdom. Although it is still very early since the terms in which the Brexit will be developed are not known, there are several things already clear:

Brands from outside the EU who chose England to settle allowing them to enter the single market in optimal conditions, should reconsider their options. With the exit of this country from the EU, its conditions would change, so the new companies would not take England into account as an option to enter Europe.

The top corporation’s escape from London. Many multinationals that were established in the country have already announced that at least part of their activities would be transferred to the rest of the continent, making England’s business figures decline significantly.

The question now is to know the fate of these companies and brands. Other European countries, including France, Germany, Holland, Spain and Luxembourg are conducting attraction plans both for large companies and brands that are starting and the startups. What is clear is that the country that becomes England’s heir at this point, will achieve not only investment’s growth but attracting talent, and the option to become the Silicon Valley on the other side of the ocean.

This is where Spanish innovators have their chance to support the country so that it becomes a place where investments grow and also where new companies can stablish in order to portend a more favorable outlook for innovation projects.

 

Creativity Vs. Prices decreasing

Gone are the times in which in order to create a successful company this had to be settled in London. Moreover, in 2013 El Mundo newspaper published a story about the creation of the London Creative Circle, an initiative of Spanish entrepreneurs.

The things have changed now, and it is time for Spanish brands to place a bet in order to grow in a foreign country where no longer exist the same game rules as a few months ago. It is also time to seek new business models that allow them to grow in a different panorama.

The companies already established in the English-speaking country, or those who consider that their market is there, must focus on a common branding that allow them to distinguish themselves. But that Made in Spain brand will have to bet on innovation and creativity especially to fight against other startups from other countries.

While others will bet on lowering prices to maintain the consumption of their products, experts will bet for the development of strategies to build the identification of common values of a Spanish brand with the values of the English consumer. Here, the door of creativity upon the possibilities for Spanish brands will be opened: and the fact is, that Made in Spain creativity is highly valued, serving as an example the broad implementation of the Spanish fashion not only in England, but throughout the world.

Creativity, Quality and being different from the competitors should be the hallmarks of the Spanish brands. They should know how to offer an additional quality point to their customers to succeed in foreign countries, because the reduction of the prices will not be an option in such a highly competitive market that is thought will be created.

Therefore, the Spanish brands shouldn’t think about the Brexit as an obstacle but as an opportunity to succeed in foreign markets. There will be risks and is important to know how to calculate them in an accurate way, but facing the emergence of this new market, there are no previous experiences that can help to check them. For sure, offering good quality and great creativity, will be undoubtedly a synonymous of success.

 

Brandesign – Creative Agency, Branding and Digital Strategy. We bring branding strategies to your brand.

 

Color is the most important asset of your visual branding strategy

Color is Value.

Color, what an easy subject, isn’t it? Maybe the first we learn when we begin with the school. So many people will remember things they painted and filled with color to then look in the home fridge. However, years later the signature returns in the design career, but in this occasion with another character totally different, recognize the cognitive and sensorial values which represent the colors. How they make us feel and how brands (globals and locals) invest amounts of money to ensure that their color is unique on their market or in the entire world.

We are surrounded by colors and although each person interprets colors in a different way (based on their individual experiences) the psychologists of perception have years working on universal principles which align experiences to color patterns, and based on this “universal accords” which exist in each society, there are thousands of quizzes to buyers who bring theories and strategies of branding for the color to add a value to the product, or identify you better within your range (product line up)

Color is the first visual value to study the strategy of Brand Equity. And not only for the single distinction to recognize which product you usually buy (First point: ID) or multiple experiences that color can bring you (Second Point: Values). Color is the first thing that our mind shape when we mention a brand or product; the 1st data of information to read, our intellect or thought thinks firstly about the color and then in nano-seconds the figures appears (graphics or contours) of the logo and letters which form the name.

 

El color como estrategia del branding

1. BY IDENTIFICATION:

When I was preparing for managing brand diapers “Pampers” asked us to study multiple product identification stories looking for those special cases where you have to guide buyers to quickly identify the product in store only giving the minimum keys. One of my favorites was the practice of listening as a woman asked her husband to pass by the pharmacy or convenience store to look for  a specific product, we had to be guided by phone and could only give 2 data … ((and as nowadays one brand may contain as many colors as varied is its family of products, made it even more difficult).
The two most relevant data on the results were first supply No. 1The color and No. 2 THE BRAND… Indications “buy a Pampers orange package ” were the most effective in the task of identifying the product on the shelf. The color becomes so important at the point of sale, that manufacturers of mass consumption products spend almost 15% of its production budget of packaging to establish not only a color code, but in the actual production of color within a company that guarantees them that color is unique and global. Much more complex than assigning a hue Pantone, hire specialized companies such as Sun Chemical, Siegwer, Flint Group for R & D (research and development) of unique pigments to achieve a specific color. Once they get produce that color is patented. This is how brands such as Ariel get their color “green Ariel” is unique and registered. There can be no other product in the same market category with “that” color. Colors to charters

El color y su percepción sensorial

2. BY ITS SENSORIAL / EMOTIONAL VALUES

A color can lead you to an emotional or rational mood in a flash. That’s a fact, (you can ask it to Enzo Ferrari). Colors lead to emotional and behavior moods; can motivate you to participate, to buy, to consume or simply value something in a scale of a percentage of quality. I am not going to talk about how Canadians learnt that painting their jails in pink, calmed their prisoners, I talk about that brands just like McDonald’s has posed a change so rotund in its strategy about the color (from red to green) to point to a European market with more environmental awareness and with this measure is achieving its goals better (that European consumers value more its restaurant’s as an option to eat healthy and responsible with the environment), that has spent all the money on information campaigns about the origin of the hamburger’s meat. Just a color change has achieved more advances on its European market than previous crossmedia campaigns that have had sown awareness.

In several marketing quiz about the color they comment that the first judgment that we establish to a person, brand or unknown product are valued in a 90% by its color in a subconscious way. In this quiz made by Xerox in 20013 the interviewed experimented:

  • 92% believes that the color gives value to a product.
  • 90% feels that the color attracted them in a positive way.
  • 90% reminds the color immediately.
  • 83% believes that the color makes them more successful.
  • 81% value the color as a competitive differential.

A color can shape emotions, invoke you a memory to make you feel a smell or taste. Color can make your customers, consumers or users react actively or passively. On display campaigns (banners) color on a button can encourage your answer or registration. It can help to build a value, y something almost every low cost/basic line” products are supported in the combination. But “yellow+red” and the “Premium/top line” use the garnet/violet/gold. To support its communication. But these are mere clichés. The strategy of colors is deeper, it has to be logical and universal, and in many, many occasions they are given by your own consumers. It is a social factor.

QUESTION:

¿which is your brand favorite color?// which brand do you think it does not match its color? Or, which color will you dress in order to assist to your next work interview?

 

 

BRANDESIGN : DESIGN SOLUTIONS FOR YOUR BRAND ı  Reference: HuffingtonPost

Color Branding Psychology

Color Branding Psychology

On the occasion of our entry about how color powerfully influences the factor of purchase we leave this short explanatory video of Dr. Rajesh Bagchi, Professor of marketing in the Pamplin College of Business at the University of North Virginia (US).<br> <br>The Full article is available here. In the study that were observed as some buyers were willing to pay more for a “premium” propducto with a blue background instead of red. Only by changing chromatic value, without altering any other element in the packaging.