In a context where markets, technology, and consumer habits are constantly evolving, building a strong brand involves much more than just generating sales. That was one of the main themes of the latest edition of the “Leading Transformations” series, organized by El Observador.
The interview featured Dr. Héctor Bajac—academic coordinator of the Master’s in Sales and Marketing Management—and Dr. Teresa Cometto—former dean of the School of Business and Social Sciences—who discussed the current challenges of developing brands with impact and visibility.
During the conversation, the experts agreed that the brands that manage to stay relevant are those that have a clear purpose and succeed in connecting with human values that stand the test of time.
They explained that understanding people’s underlying motivations is just as important as analyzing market data, since building a brand involves fostering trust, offering relevant solutions, and maintaining a consistent identity over the years.
Adapting to change is essential to maintaining a brand's relevance.
While the essence must be preserved, they noted that companies need to interpret cultural, social, and technological changes in order to meet new consumer expectations. In that process, they emphasized the importance of combining quantitative evidence with qualitative research and intuition—a combination that makes it possible to identify opportunities and design marketing strategies with greater impact.
Finally, Bajac and Cometto warned that a lack of consistency between what a brand communicates and what it actually does can weaken its connection with people.
In contrast, organizations that maintain a consistent and transparent message, listen to their audience, and evolve without losing their identity are better prepared to create long-term value. According to experts, a brand’s true point of differentiation lies not only in its visual identity, but also in the experience and meaning it manages to build in people’s minds.
https://www.youtube.com/watch?v=0EaYXtMeDwo