MERCADEO

Ricardo Drab From Drab Brand Agency: Brand Innovations Should Be Proportional To How Useful They Are For People

Manuela Walfenzao| 17 de agosto de 2017

Equipo directivo de la agencia

The CEO at Drab Brand Agency, Ricardo Drab, feels that brand innovations should be proportional to how useful they are for people. “Selling is not interrupting and forcing actions. Today, people expect much more from brands than the functional benefits of their products and services. They want to be part of the creation of products and services; they want to be accompanied and place their focus on improving their day to day. We think it is an excellent moment for brands to develop new territories in which they can generate honest, useful, and dynamic links” he explained. According to Drab, today the image of a brand turns blurry and disarticulated over the big amount of executions brands must carry out every day. “Today, the identity of a brand goes far beyond a logo or a color; it is the identity of its communication and their own languages it generates to bring to life their personality facing different consumers and contexts. Tactic approaches became strategic ones, because every day activities are what end up building a brand” he highlighted. The result of their 20 years developing projects for brands such as Coca-Cola Mexico, Diageo, Fibertel, Cablevisión, Diario Clarín, Disney and Noblex has enabled them to innovate and create their own tools, such as the Brand Engagement System®, a customized visual identity system that boosts, articulates and optimizes the brand´s every day communication and identity. “For a couple of years, we have been working on projects in Mexico, Colombia, Central America, Chile and the U.S., where we have our own production unit. Along with the general market, the Hispanic market in the U.S. is a segment we are familiar with and we are interested in continuing to develop through alliances with potential strategic partners” he ended.

Diario de Hoy

miércoles, 9 de octubre de 2024

Image

Pedro el escamoso: más escamoso que nunca de Caracol Televisión y Disney+ será la primera serie 100% colombiana en llegar al primetime de Univisión

Pedro El Escamoso Protagonistas
Image
UNO

Cantando 2024 arrancó por América TV de Argentina con 20,5% de share

Chiquis Sin Filtro stands out as the #1 show on ViX in the U.S.

El hormiguero arranca su temporada 19 por Antena 3 Internacional

El señor de los cielos 9 llegará a México y LatAm por ViX el 20 de septiembre

PERSONAJE DE LA SEMANA

Conductor Mario Kreutzberger Don Francisco

Premios PRODU Don Francisco
Image
UNO
Image
Image
Image
Image