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Hablar sobre el Propósito no transforma una Marca. Estas 5 habilidades sí

Los líderes de marca deben estar preparados para tomar posiciones firmes sobre los grandes problemas sociales y ambientales de nuestro tiempo, desde la igualdad de derechos hasta el cambio climático. 

Sin embargo, la transición de un liderazgo de marca tradicional a uno que puede lograr un impacto social real a través del propósito no es sencilla. Requiere compromiso y habilidades específicas. En Folks, trabajamos con marcas que se enfrentan a esta pregunta crucial: ¿Cómo llevar a cabo esta tarea?

El desafío radica en que aunque el «propósito» y el impacto social están presentes en las definiciones y comunicación de la compañía, las habilidades necesarias para activar una marca tradicional difieren significativamente de las requeridas para fomentar un cambio social efectivo. 

Navegar por cuestiones complejas, encontrar un papel significativo para la marca dentro de una comunidad, colaborar eficazmente con socios y movilizar a los consumidores para que tomen acciones concretas requiere una nueva mentalidad y habilidades diferentes a las que los líderes de marca tradicionalmente poseen.

Aquí exploramos cinco factores esenciales que pueden transformar una marca, basándonos en las habilidades clave que todo líder de marca debe desarrollar:

1. Pensamiento Ecosistémico

Para integrar verdaderamente una marca dentro de un movimiento social o comunidad, es crucial adoptar un enfoque de pensamiento ecosistémico. Esto implica comprender y colaborar con los diversos actores que ya están operando dentro de ese espacio. En lugar de simplemente lanzar campañas publicitarias, las marcas deben escuchar activamente y encontrar maneras significativas de agregar valor. Esto significa reconocer y respetar el trabajo existente y buscar oportunidades para fortalecer los esfuerzos colectivos.

2. Visión de Equidad

La equidad debe estar en el corazón de todas las estrategias de marca. Los líderes deben ser conscientes de cómo y dónde las inequidades se manifiestan tanto en su negocio como en la sociedad. Esto no solo implica prácticas internas justas, sino también asegurar que todos los puntos de contacto de la marca reflejen un compromiso con la equidad. Desde la tecnología ética hasta la representación inclusiva en la publicidad, una perspectiva de equidad puede diferenciar a una marca de manera significativa.

3. Generosidad

A diferencia de la tradicional búsqueda de dominio de mercado, las marcas que buscan auténticamente involucrarse en una causa deben adoptar una postura de generosidad. Esto significa compartir recursos y colaborar con otras organizaciones para lograr un impacto mayor. En lugar de intentar apropiarse de un movimiento, las marcas deben enfocarse en cómo pueden apoyar y fortalecer los esfuerzos ya existentes, ganándose así el respeto y la confianza de los consumidores.

4. Medición de doble impacto

Para validar y mejorar sus esfuerzos en responsabilidad social, las marcas deben dominar tanto la medición del valor de la marca como la evaluación del impacto social. Esto implica desarrollar y utilizar metodologías robustas para rastrear y comunicar los efectos de sus iniciativas. Una vez que las marcas puedan cuantificar y demostrar su impacto social, pueden construir narrativas poderosas que no solo aumenten su credibilidad sino que también fomenten un mayor compromiso por parte de los consumidores.

5. Reconocer las limitaciones

Navegar en espacios de temas complejos puede ser incómodo y desafiante. Es esencial que los líderes de marca reconozcan sus propias limitaciones y se rodeen de expertos y socios que puedan ofrecer orientación y apoyo. Admitir que no siempre se tiene la respuesta correcta y estar dispuesto a aprender de otros puede conducir a estrategias más auténticas y efectivas, fortaleciendo así el impacto y la reputación de la marca.

Conclusión

Transformar una marca para que tenga un impacto positivo real en la sociedad no es una tarea sencilla. Requiere un cambio de mentalidad y el desarrollo de nuevas habilidades que no siempre se encuentran en el repertorio tradicional de los líderes de marca.

Sin embargo, al adoptar un pensamiento ecosistémico, enfocarse en la equidad, practicar la generosidad, medir el impacto y reconocer las propias limitaciones, las marcas pueden no solo adaptarse a las expectativas modernas, sino también liderar con propósito y autenticidad.

About

We work to design your future so irresistible

At Folks, we help leaders and visionaries understand the complex present to design irresistible futures. We are committed to creating responsible brands with social and environmental impact.

Through disruptive innovation, collaborative ecosystems, humanistic technology, and new narratives, we empower purpose-driven companies to thrive in an increasingly complex and interconnected world.

We uniquely combine humanities and social sciences with strategic design, futures studies, and communication. This enables brands to navigate complex social challenges with authenticity, positive impact, and sustainable growth.

Understanding cultural complexity is essential for brands looking to advance and authentically connect with diverse audiences. We apply insights from the humanities and social sciences to provide a deep understanding of cultural trends, behaviors and values. This allows brands to navigate cultural complexities and create resonant and impactful strategies.

Using cultural insights to anticipate future trends and inform long-term strategic planning.

Conducting immersive research to understand the lived experiences and cultural contexts of different audience segments.

Applying philosophical frameworks to understand the foundational beliefs and values that shape cultural contexts.

Identifying and analyzing emerging cultural trends that influence consumer behavior and market dynamics.

Identifying the cultural drivers that motivate consumer decisions and brand loyalty.

Segmenting audiences based on cultural behaviors and preferences to tailor marketing strategies effectively.

Integrating historical and cultural contexts into brand storytelling to deepen authenticity and resonance.

Facilitating workshops that leverage cultural insights to inspire innovation and creative problem-solving.

In a competitive market, a strong and authentic brand identity is essential for standing out and creating lasting connections with audiences. Our Branding services focus on developing unique, purpose-driven identities that resonate with consumers and reflect the core values of your organization.

Helping brands articulate their purpose and mission, ensuring they align with core values and societal expectations.

Crafting positioning strategies that highlight your brand’s unique value proposition and differentiate it from competitors.

Structuring brand portfolios to create clarity, synergy, and effective market segmentation.

Conducting thorough assessments of your brand’s current position, strengths, and areas for improvement.

Creating distinctive visual elements that capture the essence of your brand and ensure a cohesive brand presence.

Developing compelling verbal elements that communicate your brand’s story and ensure consistency in tone and voice.

Define the values ​​and behaviors that will guide the culture of your brand and the people in your organization.

Advising on the integration of ethical considerations into branding strategies, ensuring alignment with core values and fostering trust with audiences.

Establishing and expanding networks of partners, suppliers, customers, and other key stakeholders to create a robust and interconnected business ecosystem.

The communication is key to the success of brands, we offer specialized strategies that enable purpose-driven brands to deeply connect with their audiences. We help brands navigate and communicate complex issues such as sustainability, gender, climate and social justice, in an authentic and effective manner, respecting their unique identity and differentiation.

We craft stories that reflect your brand's values and mission, resonating with audiences and creating genuine connections.

We develop strategies to address and communicate complex and sensitive topics respectfully and constructively.

Crafting compelling narratives that communicate your brand’s sustainability efforts in a way that aligns with your unique values and mission. We ensure these stories reflect your brand’s personality and resonate with your audience.

We help brands communicate their efforts and achievements social responsibility, strengthening their credibility and trust.

Utilizing critical theory to analyze and critique cultural narratives, power structures, and societal norms, providing brands with a deeper understanding of the socio-political landscape.

We advise on creating inclusive messages that promote diversity and equity.

We use the power of stories to inspire and mobilize audiences towards positive actions.

Developing content that reflects local cultural nuances and values, building stronger connections with regional audiences.

Ideas

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We are a completely remote and digital studio, but sometimes we are in these locations:

Valencia, SP
Madrid, SP
Mexico City, MX

Approach

Designing
life-centered
businesses

Customers’ lives are constantly shaped by unpredictable global forces. According to recent statistics, 72% of customers say that external factors influence their lives more than ever, while 60% indicate that their priorities change depending on what is happening in the world. At the same time, 95% of B2C and B2B company executives recognize that customers change faster than companies can adapt.

Thoroughly understanding customers, whose expectations constantly fluctuate, becomes crucial for businesses. Adopting a life-centered vision involves being aware of the economic, social and cultural forces that influence life and finding ways to respond to them by creating value for all.

This approach facilitates the construction of more adaptable and flexible businesses, with greater diversification and responsibility in the face of social challenges. It is essential to recognize that the era in which companies focused exclusively on maximizing profits is over. Contemporary business models transcend their own borders and are integrated into social and environmental systems, caring about their well-being and using these aspects as drivers of innovation.

For example, Nike is not just a sportswear brand; challenges stereotypes and gender roles and promotes access to sport for all. Therefore, companies that opt for life-centered strategies are willing to boldly innovate in all aspects of their operations, better positioning themselves to remain relevant and thrive in an ever-evolving environment.

Finally, the future demands designing new paths in an unprecedented scenario, where creativity and imagination become allies to forge a better future.

Values and areas that we use as drivers of innovation

For a brand or organization to have a transformative impact on the planet and culture today, it is essential to operate based on the values of cooperation, reciprocity, generosity, and adaptation.

These principles are inspired by the concept of Regeneration, which involves being conscious of our environment and future challenges, giving more than we receive to generate the greatest positive impact possible, and innovating to adapt quickly to changes.

Additionally, it is crucial for brands to continually surprise, exceeding expectations in every experience. These attributes are fundamental for leading and thriving in the current and future context.

A conscientious approach to our responsibilities towards society and the environment to delve into human truths and address issues and needs correctly. We recognize all living beings as strategic assets, adopting a life-centric approach that builds value not only for customers but for the entire ecosystem, integrating ethics and awareness into every aspect of our business strategy.

With an infinity of choice possibilities, loyalty fades away; building an interconnected vision is essential. By creating sustainable long-term relationships and contributing strategically, we forge interconnected ecosystems of people, organizations, and companies with shared values. By positively differentiating ourselves, we build a vision that transcends expectations, connecting brands and customers in a network of shared meaning.

The speed of adoption and instant feedback are defining the success of brands. We are confronted with the reality of shifting frameworks and the need to respond to increasingly elevated expectations. In this dynamic context, our ability to continuously adapt, innovate, and maintain an agile mindset allows us not only to survive but to thrive amidst complexity and the rapid pace of change.

In an environment of heightened expectations, the ability to continually exceed customer expectations becomes essential. To achieve this, we must design extraordinary experiences that resonate with the needs and aspirations of our audience. By anticipating constantly evolving demands, embracing agility, and offering solutions that not only satisfy but also inspire, we create a lasting emotional bond with customers.