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The politics of the amplifier

Face to face

Lourdes López and Alejandro Marré talk about brands for the good of the brand or for the common good.

lopez

Lourdes López - General Manager of The Crafty Spa

Lourdes López - General Manager of The Crafty Spa

Industrial Engineer from the Universidad del Valle de Guatemala, MBA from UNIS Business School, General Manager and Founder of The Crafty Spa.

Between the good of the brand and the common good

By Lourdes López 

To begin, it’s necessary to define “common good” – it is not the sum of individual goods of the same species. The common good spans all conditions of social life within which people, families, and associations can accomplish their own perfection more wholly and easily (Juan XXII: Pacem in terris.)

The importance of sustainability in the economy relates to the theory of common good – businesses must no longer focus only in achieving business success through the creation of goods or products that we can consume, with no consideration for the cost to its natural and economic environment. Sustainable businesses don’t look to only find their individual good but in adopting a vision that allows for their operations to promote the common good.

This isn’t a fairy tale or something impossible. The implementation of these actions are not an extra cost to improve their image, they allow companies to become more competitive. For example:

  • Improving production processes to generate less waste and use methods that allow for dependability of renewable energy (less production costs)
  • Creating training programs that develop abilities in collaborators that promotes growth and personal satisfaction (less employee turnover)
  • Creating educational programs that develop young talent in the community that the company is in (access to young talent)
  • Paying fair wages that allow collaborators to provide a good quality of life for their families (less turnover and higher talent attraction)

These types of actions can be implemented by any kind of business, whether it is a PYME or a large business, done within their possibilities, which they can continue to develop at their own scale.

In the end, success of a company is not measured only by the utility it provides to its shareholders, true success is found en la creation of value so much so for the stakeholders as for the collaborators, clients, and environment.

marre

Alejandro Marré - Poet, visual artist, and publicist

Alejandro Marré - Poet, visual artist, and publicist

Creative Director of www.workandfeeling.com

Poetry: alejomarre.blogspot.com 
Work: artemarre.blogspot.com

The politics of the amplifier: Between the good of a brand and the common good

By Alejandro Marré 

The advertising industry is one of the areas that presents the most development when it comes to innovation. From the evolution of traditional media to the implementation of technological resources for the creation of alternative and interactive dynamics, publicists always bet on amazement and on captivating the public’s attention.

However in reality, in spite of the variety of options to promote brands, it is still common to use obsolete tools. Have you heard products get advertised through music or loud elocution? Have these ads woken you up too early on weekends? How have you felt about the brand that wakes you up on a Sunday morning at 7am with loud music?

There is a thin line between what is allowed and what bursts through context, whether public or private. It’s a delicate subject if you consider that one of the goals of advertising is to generate a positive image for brands, and in this example, it can do the opposite.

The same happens in malls or public spaces where sometimes loud music is blaring through speakers in an attempt to attract customers. The fact that they manage to get the attention of consumers this way does not mean it will influence their purchasing decisions, let alone position the brand in consumers minds.

Another kind of invasion of privacy are phone sales. The public suffers hounding on behalf of these businesses that harass people into consuming their products, relying on the business of information. Have you ever gotten calls in an attempt to purchase credit cards, hotel stays, or trips? Were you told how they received your information or who gave the permission to use it?

It’s understandable for a brand to use tools and resources to get their name out there and reach their objective market, but this process requires a respect for the consumer, of a certain approach and strategy that obtains positive results and creates true empathy from the public.

How many text messages do you receive a day with an ad? Do you enjoy receiving them? Is it an optional service or is it part of the fine print in your contract? Examples like these happen daily, threatening our personal privacy and minds more every day.

Will there be some kind of legislation in the future that keeps the consumer in mind, protecting them of harassment or invasion of their environment? It would be worth studying the law to know how to defend the right for tranquility, because certain aspect of common sense are needed when advertising in order to keep a good relation between the good of a brand and the common good.

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