Ricardo Rocha's opinion in the article “What do brands look for: influence or inspiration?” is available to read in the December edition of Líder magazine and here:
What do brands look for - influence or inspiration?
The search for Purpose
by Ricardo Rocha, Marketing & Communication Associate Director at Noesis
With Influence Marketing on the agenda, there is no doubt that reputation is one of the greatest assets of a brand. Brands want to be more and more “humanized”, more involved with the community, closer, responsible… trustworthy.
Concepts such as relatability are increasingly important in building a brand's reputation, which helps to explain the boom of influencers - which, in fact, has always existed. After all, what was referral marketing if not a 1.0 version of influence marketing?
Consumers today expect an attitude of commitment and action from brands. They value business models that favor the circular economy or the reuse of materials, for example. It is no coincidence that one of the megatrends for 2019 - The Last Straw, by Fjord Trends - was dedicated to sustainability.
The winning, successful and prevailing brands are those with a well-defined purpose, capable of transmitting to their customers, consumers and users a sense of relevance, which values them as active members of the community.
Which brand has influenced you the most and which brand has inspired you the most? Why?
I have always had a special fascination for entrepreneurs. Even before entrepreneurship became a buzzword, when they were simply Businessmens.
Entrepreneurs with vision, leadership, decision and execution. Visionaries, with a purpose and perseverance.
Entrepreneurs like ... Belmiro de Azevedo, an exceptional man, who created brands that revolutionized the market, in different sectors. Optimus was one of those brands, an underdog in a shark lake, proudly outsider, Portuguese, with a well-defined positioning, a clear marketing strategy and inspiring advertising campaigns. It was some of those campaigns that made me want to be a marketer.