{"id":380837,"date":"2024-12-02T07:50:29","date_gmt":"2024-12-02T06:50:29","guid":{"rendered":"https:\/\/nal3.com\/central-de-contenidos\/n3talks\/branding-creativo-sostenible-y-con-proposito-con-lules-echevarria\/"},"modified":"2024-12-02T07:50:29","modified_gmt":"2024-12-02T06:50:29","slug":"branding-creativo-sostenible-y-con-proposito-con-lules-echevarria","status":"publish","type":"n3talks","link":"https:\/\/nal3.com\/en\/central-de-contenidos\/n3talks\/branding-creativo-sostenible-y-con-proposito-con-lules-echevarria\/","title":{"rendered":"Creative, sustainable and purposeful branding, with Lules Echevarr\u00eda"},"content":{"rendered":"

To exchange an email with Lules Echevarr\u00eda is to enter a world of GIFs and emojis. But with a purpose. In her case, to break the written barrier and transmit her enthusiasm and the authenticity of her character, and it is precisely there where we see the core<\/em> of her professionalism: to seek the essence of the brands she works with, to understand them and share that essential knowledge so that the brand can be itself at all times. In this Nal3Talks, Lules shows us how branding goes beyond a logo or typography, something that some people may find more complicated to understand. In addition, when it comes to a company, the brand must be independent of the people who make up the company. “With branding, we establish the rules of the game so that everyone can play the same game. In many companies, (…) the brand changes according to the person who receives it because there are no common rules of the game”. <\/p>\n

Establishing these rules is not easy. Lules’ work involves putting clients in crisis, making them rethink things and entering into the game of subjectivity when it comes to obtaining feedback<\/em>. Regarding the latter, in Nal3 we always talk about a very hackneyed and feared phrase, the famous “give it a spin” as a wildcard to express disagreement with the result without knowing exactly what we should change. At times it can be confusing and even frustrating, but Lules, with his ability to be resolute, refocuses the phrase. “The concept of a turnaround<\/em> has to be explained with a what for – what you<\/em>need to change. The more defined the briefing<\/em> is, the more defined the answer will be.” <\/p>\n

At the end of the day, the power of branding is to make the abstract concrete. It is to be able to add value to the brand and provide it with the tools to express itself as it is and as it wants to be perceived. <\/p>\n

Branding in the industrial sector <\/strong><\/h2>\n

Undoubtedly, the creative and originality components provide a plus in terms of brand recall, but coherence and consistency are the real foundations of a well-established branding, which can be transmitted through different channels and imply brand recognition.<\/p>\n

This applies to all types of sectors. Even the “colder” ones, because branding also makes sense in industrial companies: “a well-managed branding process brings light, perspective and security to the team and partners<\/em>“. <\/p>\n

There are no excuses not to bet on branding as part of your communication strategy, but if you want to find out everything Lules has to share with us, don’t miss this Nal3Talks.<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false},"class_list":["post-380837","n3talks","type-n3talks","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/nal3.com\/en\/wp-json\/wp\/v2\/n3talks\/380837","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/nal3.com\/en\/wp-json\/wp\/v2\/n3talks"}],"about":[{"href":"https:\/\/nal3.com\/en\/wp-json\/wp\/v2\/types\/n3talks"}],"wp:attachment":[{"href":"https:\/\/nal3.com\/en\/wp-json\/wp\/v2\/media?parent=380837"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}