the consumer, be very fast and agile and make decisions based on data. Telepizza’s chieff of porpuse has also reflected on the idea that brands have to be able to break with discourses such as the short and long term, or the difference between sales and brand campaigns, and think about strategy. “If a brand campaign does not sell or a product campaign does not build a brand, we are going wrong,” he says.
To finish this block, Navarro stressed that the short term should not be confused uk phone number online with having the necessary agility to respond in the short term: “You have to be responsive . Today more than ever ”, he certifies; To which has been added the perception of Justribó that it is necessary to break speeches such as the one produced around the short or long term and focus the campaigns on strategy.
Investment in brand vs investment in product The third block of debate, in which Esther Morell and Miguel Ángel Furones have participated , has revolved around the discussion on investment in brand and in more emotional campaigns or in more rational products and campaigns. On this question, Gomis has commented that emotion helps to have a higher probability of success than rational, even if the emotion is negative. However, the Mass2One study reflects that the ideal is in the middle point, the optimal brand investment would be between 50 and 70%.
Regarding the importance of product and brand campaigns, the professionals who have participated in the study admit that they value product campaigns more, although most demand to balance both investments, and a large part directly demand to invest more in brand .
The main reason that there is no balance between the two investments, Gomis commented, has to do with ROI and the difficulty of being able UK Phone Number Database to measure and justify the investment emotionally and, on the other hand, sales pressure. Regarding the means used for each type of campaign, the study reflects that digital is imposed in product campaigns, followed by television, while television sweeps away in emotional campaigns, followed by digital, so both media complement each other to achieve a balance.