Elizabeth Rojas critizises the conservative strategies of many brands and exhorts them to build a more emotional connection with consumers.
2015: A Grey Year for Guatemalan Brands
We’ve just finished a year that has been characterized by great political and social changes. Not so in the world of brands.
Traditionally in Guatemala, brands have behaved in a conservative way, faithful to established forms and fearful of risking their target, which without a doubt, has given them the sense of security that is found from well-trodden territory.
But with this strategy, they have also lost the capacity to innovate, not betting on a controlled risk that could take them to a new dynamic with their clients, one that is more intimate, more appropriate to the times we live in, so as to allow us to talk about a true revolution in the way in which we as Guatemalans perceive our brands.
In the territory of new technologies, it is still thought that the visual part has much more weight, ignoring for the most part the content, and sticking to the traditional way of managing social media, with the fear of assuming set positions or defining new ways. Robotic interactions lacking of human love continue to be managed, even applying these same tactics to all social networks, with the exception of a few brands that have been able to become true lovemarks and that interact daily with their consumers from a position of affection and love.
As usual, many copies of foreign campaigns, in most cases without even tropicalizing the concept, were the roadmap for the end of the year. Originality hasn´t spread strongly enough to achieve any impact.
The challenges for 2016 are huge: We must risk, evolve and transform strategies. The brands that are able to comprehend this and keep up to date will surely risk a lot, but the reward will be great.