Come diventare Brand Manager?
Luglio 30th, 2010
Proprio l’altro giorno mi chiedono:”Ma secondo lei, cos’è il brand?”.
Io do la classica spiegazione di metafora di brand visto come persona da qui ho parlato di brand identity e brand image (la marca è coma una persona capace di provare ed evocare emozioni, di incarnare stati d’animo e di assumere atteggiamenti differenti a seconda del contesto del tempo e/o del suo stesso carattere. E’ con questa persona che il consumatore entra in relazione).
Proprio oggi sul mio aggregatore trovo la definizione di Mr. Bezos, CEO di Amazon:
“Il brand è quello che gli altri dicono di noi quando non siamo nella stanza”.
A questo punto, considerando le 95 tesi del Cluetrain Manifesto sintetizzate in:”I mercati sono conversazioni“, sto cercando di capire come valutare un brand manager di un’azienda. Voi mi direte con la quota di mercato del brand, sicuramente è corretto ma, se andiamo un po’ più a monte, possiamo dire che la qdm è la risultante della capacità della marca di aver stretto forti relazioni?
Io credo di si, quindi il brand manager è colui che ha la capacità di creare e mantenere durature relazioni, proprio con le persone.
Posso dire che il brand manager è un comunicatore relazionale?
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