HEART BRINGS THE THRILL
TO BRAND EXPRESSION

Ya lo anunciaba Bob Dylan, The Times They Are a-Changin'. Y cada vez más deprisa. Nuevos tiempos, nuevas tecnologías, nuevos medios, nuevas formas de relacionarse, nuevas actitudes.

Tenemos que cambiar con los tiempos. Una marca viva es una marca capaz de adaptarse, capaz de estar en su tiempo, capaz de adelantarse.

Y es que el consumidor de hoy no es un ser unidimensional, es un ser complejo. Es impaciente, vive el aquí y el ahora. Exige inmediatez. Interactúa. Ha crecido con la tecnología. El consumidor de hoy no admite trampas ni engaños, quiere verdad y la busca por sí mismo.

Llegar a él pasa por crear experiencias de marca que se integren en su estilo de vida configurando a su alrededor una brand culture con la que se identifique. La clave es la emoción; la emoción es lo que nos mueve, lo que nos conecta, lo que genera complicidad.

Pero esto no es suficiente. Además de emocionar, tenemos que sorprender, tenemos que ofrecer ángulos nuevos, perspectivas insólitas, tenemos que ser inconformistas, hacer bandera de nuestra rebeldía, traspasar todas las fronteras. Tenemos que definir los códigos, no seguirlos, tenemos que crear un lenguaje propio. sílo cuando piensas "out of the box" eres capaz de demarcar tu territorio, ocuparlo y hacerlo exclusivo, impenetrable.

Y es esta combinaci?n de emoción y sorpresa lo que hace posible convertir todas nuestras expresiones de marca en experiencias que marcan.

Esto es lo que hacemos en The Marketing Factory. Pero hacemos algo más. Porque nos tomamos muy en serio que todas las expresiones de marca que creemos se alimenten de los valores de la marca, beban de la cultura de la marca, respiren su esencia. A esto lo llamamos Inteligencia Creativa.

HEART BRINGS THE THRILL
TO BRAND EXPRESSION

Bob Dylan himself warned us: The Times They Are a-Changin'. And at an ever-increasing speed! New times, new technologies, new media, new ways of relating to others, new attitudesí

We need to change with the times. A living brand is one that is able to adapt, to accommodate to the times, to anticipate itself.

Because today's consumers are not a one-dimensional beings. They are complex individuals. They are impatient. They are imbued with a permanent sense of urgency. They demand immediacy. They interact. They have grown up immersed in technology. Today's consumers do not tolerate any tricks or lies. They want the plain truth and are prepared to seek it themselves.

Reaching the consumer requires creating brand experiences that integrate into their lifestyles and create around them a brand culture they may identify with. Emotion is the name of the game. Emotion is what moves us, what connects us, what generates complicity.

But this is not enough. Apart from moving consumers, we must surprise them, we must offer them new points of view, unusual perspectives. We must be the round pegs in the square holes, pride ourselves on our insubordination, cross all types of borders. We need to lay down the law rather than obey it. We must create our own language. Only when you think out of the box can you really mark your own territory, occupy it and make it exclusive.

And it is this combination of emotion and surprise that makes it possible to turn all our brand experiences into experiences profoundly branded into our minds.

This is what we do at The Marketing Factory. But there is more to it. Because we always make sure that all the brand expressions we create feed on the values of the brand and are inspired by the brand's culture. They should soak up the brand's essence. This is what we call creative intelligence.

HEART

Client:
Teatros del Canal

Advertiser:
Teatros del Canal

Brand:
Teatros del Canal

Product:
Culture

Area:
Brand Expression

Project:
Vídeo 111"
Presentación de
Temporada

HEART

Client:
Audatex

Advertiser:
Audatex

Brand:
Audatex

Product:
Software

Area:
Brand Expression

Project:
Campaña Gráfica
Productos

HEART

Client:
Eriskay Company

Advertiser:
Fontana Capital
Management &
Consulting GmbH

Brand:
Fontana Cap

Product:
Financial
Investments

Area:
Brand Expression

Project:
Web

HEART

Advertising
Advertaintment
B2B Communication
Community Building & Branded Content
Corporate & Inner Communication
Direct Marketing
Events
Experiential Marketing
Live Music Communication Platforms
On-line & Mobile Marketing
Promotional Marketing
SEO/SEM
Shopper Marketing
Sponsoring
Show Rooms
Stands
Street Marketing
Viral & Guerrilla
Visual Marketing & P.O.P.
"Lateral Thinking is part of the DNA of The Marketing Factory.
It governs our head, inspires our heart and expresses itself through our hands."