¿Qué significa «marca generosa»? Todo empezó con una necesidad: Affinion quería ganar visibilidad de marca y ser reconocida como la compañía de referencia en estrategias de vinculación de clientes.
La estrategia era obvia. Había que crear contenidos de marca relevantes para empresas y medios. ¿Pero qué podíamos hacer?
Tras escarbar en lo más profundo de la marca nos dimos cuenta de que detrás del concepto de vinculación residía la capacidad para crear nuevas formas de valor para el consumidor. La capacidad de dar, más allá del retorno inmediato. Es lo que llamamos Generosidad de Marca.
Un nuevo concepto que ya está mostrando el camino a seguir en el cada vez más competitivo mundo del marketing. Concepto, nombre, Instituto Affinion, campo de estudio, investigación ad-hoc, informe anual, web, difusión, reconocimientos, premios con estatuilla y todo, invitaciones, eventazo, glamour, famoseo y, sobre todo máxima repercusión en el sector. Esto no ha hecho más que empezar… Mira la noticia y el video de la iniciativa.
¿Quieres conocer más detalles? Habla con nosotros.
En el futuro, sólo las marcas generosas tendrán éxito. Averigua qué es la generosidad de marca y cómo la medimos para diferentes sectores con Affinion.
ClienteAffinionURLcxloyalty.esAño2014
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