branding agencies star in a fundamental change in communication strategies of the leading brands. With the appreciation of design as a fundamental value in marketing strategy, the market allocates more budget to the discipline and trust in its power to support the corporate image. Steinbranding, Believe Branding, Interbrand, Guillermo Brea, Combo Brand Agency and The line, assemble the local scene for Infobrand and explain how the situation is now posed scenarios for the role of graphic designers, the relationship with brands, advertising and how branding can change the history of brands.
Branding air flying over the communications industry. Has ceased to be a young discipline that fell off the graphic design and corporate identity to become a resource for brands, companies and businesses in all sectors and segments. In Infobrand we decided to investigate this issue among the protagonists of this revolution in business communication.
Marketing, branding and advertising 
One of the first approaches that arises is figuring out how is the relationship between marketing, advertising and branding in the new South American setting. Diego Casares, founder and CEO of Believe Branding is a complex relationship that if well managed can be very productive. Essentially I think they should finish defining the role that each has, on one hand the role advertising has clearer and historical with the companies. Furthermore, marketing and branding are still in a battle to see who survives. Finally will surely two, branding and advertising. From there, each can better understand the role they have in this world and then live in harmony thinking about brands, business customers and consumers. " "In this field there is a global trend towards the integration of disciplines, where borders are increasingly blurred. As the Argentine scenario, if we speak of a model with an emphasis on production and exports of high added value, we need to build strong brands internationally accompanying to the mark. For that will make up some local values \u200b\u200bthat can function as differential and learn more about new business, "said Guillermo Brea, along with other recent winner of the contest designers Brand Country (Argentina).
"We believe that branding is a comprehensive and humane way of thinking about brands, where disciplines such as marketing, advertising and design (to mention only those which are now more clearly involved in the creation and branding ) are related in a synergized comprehensive, "said Eloy Peyrú, founding partner of Combo Brand Agency. Veronica
Pittner, director of customer service and Marina Papendieck, Chief Creative Officer of Interbrand joined the debate: "Branding is the first step that determines the brand strategy, points the way to be followed by the mark in terms of the tools marketing and advertising to develop. Consumers, even those Argentines who now live a recovery of its economy, are willing to pay more for brands that offer a spread. The marketing and advertising must work to reflect that distinguishes the brand. "
"We talk about the new global scenario, we are in an era of change. The marketing and advertising were old acquaintances but one day we began to speak also of branding, advertising or TiVo, and design studies were stepping on the field agency and vice versa ... because we all try to build links between brands and people. Design and communicate to differentiate, to form an identity, to attract and be part of people's lives, "said William Stein, director of Steinbranding and one of the main references in branding of TV signals.
Damián Díaz, founder and executive director of The Line, offered his view: "It is a fact that communication objectives are a consequence of marketing objectives. I think it should be pay increasing attention to defining messages. Today, advertising is mutating in an impressive manner. The multiplicity of media and platforms today is much greater than what existed several years ago. It is essential to stick to a consistent branding strategy for this variety of means that messages do not lose uniqueness and effectiveness. " He then added: "A critical issue is the fact that several agencies may communicate with different specialties (ATL, BTL, Advertainment, production, direct marketing, PR) involved in the creation of messages for a single brand for a reasonably short period time. Responsibility for brand managers and brand agency, is taking precautions to ensure uniform treatment with regard to branding, and ensure the maximization of each dollar invested in communication. " Word
guru
"I think the branding and seized. This has already happened. If observe that contained equal the difference is given by the umbrella, it is confirmed that prediction. That is, if two channels are routed the same movie the same day at the same time, the difference in the election shall be given by the branding of the brand, "Stein said. "Branding is essentially a natural evolution of marketing. When marketing was born in the 70s, emerges as a need for companies to improve their product offerings and deepen customer relationships. Branding in the 90's emerged as a need for companies to understand brands as strategic assets and no products. Every time there is less differentiation in a rational and technical, from brands that become the point of contact and relationship between a company and its audiences, "said Casares which has among its clients Cadbury Stani Adams, Strains Argentinas, Bodegas Trapiche, Ternium Siderar, Molinos Rio de la Plata and Nobleza Piccardo.
"Here we must separate the fields of fashion action words. Beyond that there is an obvious progression of the brand and market structure (and tell of social life) must be analyzed case by case and see how well it is checked for each type of business, "he said Brea, somewhat mistrustful Ries's phrase. In line, Peyrou said: "We do not see branding as a discipline that has to compete with the marketing. For us, branding creates integration between the disciplines that work together strategically in the positioning of a brand. We believe that integrated branding disciplines, not divided nor face. Sum, collaborate, innovate. "
"It is true that a little branding is overtaking the marketing field, in that the latter is sometimes more commercial, has sales targets and winning market share, while the branding is more focused on strategic . If we want to build a strong brand in the long run, it is essential that marketing is aligned to the brand strategy. Sometimes short-term objectives may result in actions that violate the marketing capital of the mark. And that can cause the trade mark is progressively losing its value, "Pittner and Papendieck.
"That phrase captures something true from the moment the link between the brand and the consumer is the central issue to resolve in any successful marketing strategy, and that is why branding is of paramount importance. There are many aspects of marketing involving the branding must take into account this interdependence when making decisions. In this sense, there are several examples: when making decisions on cost-saving, there are implications on the perceived value of the mark, when works on issues related to the retail, the brand can be affected in different ways, the strategic and tactical decisions related to pricing can sometimes unintentionally, also affect the perception of value that is the consumer. For such decisions, it is essential to understand how they will affect the experience that the brand is providing consumers before, during and after the transaction that links, Diaz pointed out that since his agency works for brands like General Mills, The Clorox Company and Pernod Ricard. Project professional
One of the most professional disciplines have approached the world of branding is graphic design. However, as one of the concerns that have both brands and branding specialists is the lack of training in brand management that has this profession n Argentina. Therefore it is necessary to know the role that graphic design is the structure of Argentine branding.
Diego Casares For that role should become increasingly strategic. "Graphic design as a discipline has grown in importance as a communication tool and therefore designers have become key suppliers of brand management. The challenge for them to understand their new role and assume that is not enough just to be good designers, must be able to understand the marks as a whole address with strategic thinking and add value in the long term. "
If Brea is a Lecturer in the School of Graphic Design at the UBA, these new professionals have to: "One: Understanding the brand in a broad sense, far exceeding the graphic sign and stop believing that identity is the exclusive responsibility of the designers. Two: In line with this, understand the brand identity as a biographical account to some constant and many variants that should govern in parallel. Three: to begin taking the duo graphic design graphic word associated both exclusively on paper and ink. You have to start thinking about the brand from outside the plane from the beginning, and see its application in other media not as a mechanical translation but as a fact conceptually new. "
With a conciliatory view, the executive of Interbrand vase clear that the role of designers is to "visually express strategies. The image visually communicate their brands, they transmit their identity, their values. The consumer in turn recognizes and identifies the brands for its image, the visual link is strong. Therefore, the role of the designer as brand guardian and responsible for a brand is expressed correctly through its image is essential, not merely as implementer but with a strategic vision. " On the other side and always clear in his remarks, Stein explains:
"It is very clear that this is not art. There are artists working without limits, we are professional with boundless creativity, but willing to listen. Both the client and the audiences have much to say. We must also listen to what the competition is telling that audience that we seek. After hearing we can add, break, change, enhance or revolutionize. "
From Combo, one of the youngest agents in the market but you are validating the projection with customers as Puma, Unilever and Hawkself, noted that "most graphic designers still remains within the paradigm of corporate image and added to this there is great resistance training to integrate the vocabulary of marketing in a class on brand , something that sounds really weird for a practice that hold the promise of collaboration with the client. While the training of graphic design in relation to trade marks continue absolving the market, and is anchored on visual aspects, and nonverbal-will be hearing comments like "the customer does not know anything about typography" and the like that the customer have to know. Open-true-graphic design disciplines proyectuales not be open dialogue between the client and the graphic designer. Another challenge facing the discipline is the lack of specialization: a designer-oriented information design does not necessarily have the same training as a specialist in brands. Today all graphic designers are trained to all, something that should change in the short term. " Finally
Suarez from The line said that "graphic designers are a cog, as far as they have the ability to understand their part in the complex machinery of branding. Our area design is exposed to issues and problems that exceed their specific field, allowing them to have a global perspective of branding problems and implement solutions that are creative, stimulated by people or information from other disciplines such as advertising, research and product development , among others.
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