The Swedish fika // El fika sueco




Once more, we find a new word that is not meant to be translated into other languages or that belongs exclusively to a certain culture or city, as we already experienced in one of our previous posts about the Danish hygge. It is now time for their neighbors and their famous fika, a very common practice, which consists in taking breaks during normal workdays, with the aim of gathering and socializing, while enjoying a drink –usually a coffee–. But such important social and working event is no longer found only at work; now it is also part of the retail world.

This is the case of the Södermalm area, in Stockholm, a very famous place, which has spaces, where the shopping experience goes far beyond everything, as they offer spots where to chill and enjoy the fika, as well as to share knowledge. Once again, we find places, where we can feel the desired 2.5 space: places, where you have the in-between feeling of being at home and at work.

On one of our brandcelona® retail tours, you are given the opportunity to experience and face the upcoming and new markets and trends within retail and brand positioning. A retail tour might be the next step to find inspiration and explore what possibilities your business can achieve, within customers needs, interests and shopping experience in the future.

Book a retail tour here and inspire your vision.


Una vez más, nos encontramos ante términos intraducibles o propios de una cultura o ciudad en concreto, como ya pudimos ver en nuestro post anterior sobre el hygge danés. Esta vez es el turno de sus vecinos suecos y su famoso fika, una práctica muy común, que consiste en tomar “breaks” durante la jornada laboral, con el fin de juntarse y socializar mientras disfrutas tomándote algo –normalmente un café–. Pero este importante evento social ya no sólo forma parte de la vida social y laboral; ahora también encontramos ejemplos de ello en el mundo del retail.

Éste es el caso del barrio de Södermalm en Estocolmo, una conocida zona que cuenta con espacios donde la experiencia de compra va mucho más allá, y donde se ofrecen lugares en los que relajarse y donde disfrutar del fika, además de compartir conocimiento. De nuevo, encontramos espacios donde sentir el tan ansiado espacio 2.5: lugares a camino entre la sensación de estar en casa y en el trabajo.

En un retail tour de brandcelona® tienes la oportunidad de experimentar y afrontar las futuras tendencias y los nuevos mercados en materia de retail y posicionamiento de marca. Un retail tour es el siguiente paso para inspirarse y explorar qué posibilidades puede alcanzar tu negocio en el futuro, en el marco de las necesidades del usuario, sus intereses y su shopping experience.

Reserva un retail tour aquí e inspira tu visión de negocio.


Retail experience in Shanghai I


For a better understanding and to complete all those elements linked to the brand experience that influence the buying process, we will count with the collaboration of experts that will introduce concepts that will improve our business development, from different disciplines and points of view. Today we are pleased to introduce a text of Joyce Chen, architectural & interior designer.


Shopping has been part of the major urban lifestyle in Shanghai. China has one of the most lucrative and rapidly growing retail markets in the world. Better living standards have shifted people’s focus from satisfying basic needs to pursuing a higher quality of life, creating significant opportunities in the retail market. China’s household spending on clothing, healthcare, transportation, and telecom services has been more than doubled in the past 10 years. These changes indicate that Chinese households have more cash available for discretionary spending than they did a decade ago.

The transformation of the urban development of the city not only transforms the retail market. It also changes the shopping habits of the local consumer from visiting traditional markets and street vendors to international luxury brand shops, contemporary retail precincts, and shopping malls.

First chapter – Transition from traditional district to trendy shopping precinct


A decade ago, while I was still an undergraduate student at the School of Architecture, University of Auckland, New Zealand, by conducting self-directed research about the architecture and culture of Shanghai, I took the chance to fly to Shanghai to witness the undergoing transformation of the city. I remembered wondering around the historical neighborhood and chatting with the elderly men and women to gain information about their living neighborhood and lifestyle. Many of them lived in the neighborhood with traditional Shanghainese architectural style combining Western and Chinese elements that first appeared in the 1860s. This type of neighborhood is called the ‘Shikumens lilong’ residence. It is a group of houses connected by the lanes. ‘Shikumen’ means stone arch. ’Shikumen’ residences are two- or three-story structures resembling Western terrace houses or townhouses, distinguished by high brick walls enclosing a narrow front yard. Many ‘Shikumens’ residences have been demolished due to modern city development over the last 20 years. In 2011, I returned to Shanghai for work reasons; I noticed only a few ‘Shikumens’ residences survived as residential neighborhoods. Many ‘Shikumens’ were controversially renovated to become service apartments, boutique hotels, restaurants and to other commercial uses. Some were extensively reconstructed and redeveloped into commercial & retail districts.

Case Study 1 :


Xintiandi was one of the first urban renewal projects and it started in 1997. The project used the concept of “ Yesterday meets tomorrow in Shanghai today” and involved converting an original ‘Shikumen’ residential neighborhood into a commercial and retail precinct. ‘Shikumen’ houses were a relic of Shanghai’s fascinating history, but over the years have sadly deteriorated due to lack of maintenance. In order to restore the original heritage appearance of the ‘Shikumen’ , many buildings were reconstructed based on the old design. It is pleasant to see that the original bricks and tiles were preserved. The stone-arch door frames and windows that remained formed a part of the main entrance doors and window display for the new tenancies in the retail precinct.

Xintiandi was divided into the North and the South blocks. The North Block was developed into an outdoor retail precinct. The restoration of ‘Shikumen’ buildings with their modern interior design play host to a dazzling array of restaurants specializing in international cuisine, putting on display the full international dimension of Xintiandi. The South Block was developed into a contemporary shopping centre providing an indoor shopping experience with entertainment and leisure complex of 25,000 square meters in the South Block opened in mid-2002. International restaurants, boutique fashion & accessories shops, a foodcourt, a movie cinema, a fitness centre, as well as a luxurious service apartments were all part of the South Block’s mix-use development. A metro station was right beneath the shopping centre. Similar to the architectural design of the outdoor retail precinct in the North block of Xintiandi, a combination of East and West, old and new, has been expressed clearly in the interior space of the shopping mall. The elements of ‘Shikumen’ style could be seen in the shopfronts and atrium edge cladding design. Apart from the international fashion brands, Asian designer brands can also be seen in the mall. The aim of the mall is to provide a platform to nurture Chinese designers and allow them to communicate with world-class international designers.

Xintiandi has provided arts, cultural & leisure activities throughout the year. In the outdoor area between the North and South Blocks, there were weekend flee markets where we could see vendors setting up their stalls and selling arts & craft goods. The precinct has also hosted Shanghai Fashion week, inviting international designers as well as local designers to promote their latest fashion design. Arts festivals were also promoted throughout the year. Exhibitions could be seen in the shopping mall area as well as in some of the old ‘Shikumen’ renovating buildings in the North block.

Xintiandi has been one of the most successful examples of restoration of the heritage buildings and conversion of a neighborhood into a shopping precinct. It became the best place for visitors to appreciate the history and modern life of Shanghai. It is also a meeting place for local citizens and foreign visitors.

Case Study 2:

iAPM Mall

A decade ago, while visiting Shanghai, I was full of curiosity and wondering around the famous Xiangyang ‘fake’ market bargaining with the shop owners from the stalls. As China is the world’s factory, they produce real stuff so they can produce fake ones easily. People generally go to the ‘fake’ market to look for cheap knock offs.

The Xiangyang ‘fake’ market was located in a prime location with all kinds of potential development opportunities. Just 5 years after my first visit to Shanghai, the site was then bought and taken over by the Hong Kong developers – Sun Hung Kai Properties. The entire precinct was designed by Benoy, the world-renowned architectural firm for shopping centres. Benoy undertook the full scope of work for this prestigious development, including the Masterplanning, Architecture, Interior Architecture, Wayfinding and Graphics. In 2013, the 110,000sqm retail precinct iAPM Shanghai was born. It was a prestigious retail podium, a key feature of the Shanghai ICC mixed-use development and also the city’s first late night shopping precinct. The shopping mall stayed open until late at night to suit the local late-night lifestyle. An IMAX cinema, gourmet dining, a lifestyle supermarket and diverse promotions events and activities within the shopping mall offer a unique shopping experience.

Retail Zoning:

 Flagship stores:

iAPM was located at the intersection of two of the busiest roads in Shanghai, Huai Hai Road and Shengxi Road. An interchange metro stationwas located right below the development. The first two floors of the shopping mall were a high-end haven. With regards to storefront design, all of the major flagship fashion retailers seemed to be competing with their neighboring retailers. Major flagship fashion retailers include Prada, Miu Miu, Gucci, Hugo Boss, which are located in the main corner entrances and face Huai Hai road. In order to capture customers’ attention at such a busy junction, all corner shops have put their best effort on their branding and shop design. Producing striking double height shop fronts, the design gracefully showcases luxury flagship retail within the setback facade space. In retail zoning, level 1 and level 2 were the main levels with all luxury fashion brands. However, one smart way in this retail zoning is having the Apple flagship store, the only non-fashion store, located in the prime spot of the shopping mall, facing the centre of the atria in the retail podium where most events and activities would be held. The Apple store has taken two levels, having the large clear glass facing the busy Huai Hai road. Double height shopfront showcases the display of the Apple products as well as the interaction between the customers and the products and the interaction between the staff and the customers. When major events happen, for example, the launch of Apple 6, a large crowd queuing up in front of the Apple store makes quite a scene. While the adjacent luxury fashion stores aren’t usually busy during the weekdays, the Apple store has always been the busiest retail flagship store at iAPM that attracts a flow of people to walk into the centre of the mall.

The Piazza in the retail podium:

“A piazza is an open public square in Italy, usually surrounded by buildings. The Italian piazza is the center of public life…….. A piazza is commonly found at the meeting of two or more streets. Most Italian cities have several piazzas with streets radiating from the center. Shops and other small businesses are found on piazzas as it is an ideal place to set up a business. Many metro stations and bus stops are found on piazzas as they are key point in a city” – extracted from Wikipedia.

I described the ground level of the atria space in iAPM as the piazza of the entire ICC mixed-use development. The interior space has been planned around the striking six-level retail spine, within interior atria creating strategically located multi-purpose event spaces. With a large multi-media LED wall facing the centre space of the atria, it showcases fashion shows, promotions, festival events, sport events, and so on. I remember that during the FIFA World Cup 2014, the multi-media wall broadcast the World Cup games and it brought the World Cup fever to iAPM attracting people to the ‘piazza’ to celebrate the World Cup. The atria has created such a warm environment, incorporating interior finish materials with warm natural stone, timber, glass and metal finish. The atria is also surrounded by major retail shops with F&B (Food & Beverage) tenancies at level 4 & level 5. Providing a good circulation planning, at every entry & exit of the main escalators of each level, there is F&B (Food & Beverage) functional retail. Eye-catching glass dining ‘boxes’ protrude from interior spaces. The ground floor of the atria became a meeting place, a centre of multi-purpose space, just like a ‘piazza’.

It is incredible to think that just a few years ago, this was the site of the famous Xiangyang ‘fake’ market, where tourists would go to look for cheap knock offs, and now all that’s on offer is genuine luxury labels with prices to match. iAPM mall proves to be a luxury one-stop shop, with an endless list of fashion’s biggest names all taking, including Stella McCartney, the two Alexanders – McQueen, Prada, Gucci, Michael Kors, etc. Nowadays, iAPM is one of the most visited shopping malls in Shanghai.


Both the Xintiandi retail precinct and iAPM mall are located in the interchange stations of Shanghai Metro Lines. They are both located at the prime locations of the shopping district in Shanghai. Both shopping precincts experienced transitional periods, changing from traditional residential neighborhoods into retail precincts without losing the original heritage elements. From a ‘fake’ market with cheap and knock offs goods turning into a trendy shopping centre with genuine luxury brands. The two retail examples significantly show the big transformation of Shanghai’s economy as well as the transformation of the quality of people’s lifestyle , from focusing on satisfying basic needs to pursuing a higher quality of life and higher quality of goods.





一個城市發展的轉型,不僅轉變了零售市場,也改變了當地消費者的購物習慣。 從傳統市場和路邊攤,到轉型成國際奢侈品牌專賣店和現代商場零售街區,這明顯的顯示了當地消費者購物習慣的改變。



十年前,那時我還是就讀於紐西蘭的奧克蘭大學建築學院的一年級學生。 因對中國近幾年的都市發展充滿好奇,抱著研究建築和文化的理由,飛往上海,見證這個城市的轉變。記得當時花很多時間遊蕩在充滿歷史文化的街道,脖上掛著單眼相機,手拿速寫本, 與當地老一輩的居民聊天,得以理解他們在鄰里間的生活方式。他們之中,許多人生活在傳統的上海建築風格的住宅,此住宅中西合璧,最早出現在19世紀60年代。這種類型的住宅鄰里被稱為 – 石庫門弄堂,從傳統的江南居民建築式樣和英國傳統排屋建築式樣融合演變出來。“石庫門”的門是由石材所製,即由石材箍住的門,故而是石箍門,而在之後的流傳中,石箍門就漸漸演變了石庫門了。

“石庫門”住宅分成兩層或三層的結構,類似於西方排屋或聯排別墅。高磚牆包圍出一狹窄的前院。過去的20年,因現代城市的發展,許多“石庫門”建築已被拆除。 2011年,我重返上海工作; 注意到只有幾個“石庫門”的住宅倖存保留。 許多“石庫門”被「強勢」裝修成為服務式公寓、精品酒店、餐館和其他商業用途。 有些“石庫門”區則進行了廣泛的重建,改建為商業和購物區。



新天地是上海第一個城市更新項目之一,該項目從1997年開始改建,採用“昨天‧明天‧今天在上海會見”的理念,將原來的“石庫門”的居民區轉型變成商業和購物區。 “石庫門”房子是上海迷人的歷史遺物,但多年來也曾黯然惡化,為了恢復“石庫門”的原始外觀傳承,許多建築物和商家店面以原始設計為基準作重建。因此走在新天地區能看到原來建築的磚瓦被保存。石門框和石窗框的保留,形成了店面和店家主入口設計的一部分。

新天地分為北區和南區。北區發展以保留的“石庫門"建築為主,成為一個戶外零售區。琳瑯滿目的國際美食餐廳與他們的現代室內設計和“石庫門”的原始建築融入,展出新天地的全面國際化的一面。南區則發展成為一個現代化的購物中心,提供25000平方米的室內購物體驗,其中包含了娛樂和休閒中心。購物中心於2002年中開業。國際餐廳、精品時裝、配飾店,電影院、健身中心…..,以及一個豪華服務式公寓,是南區的混合用途開發的一部分。地鐵站在購物中心的正下方,與整個城市連結。 購物中心公共空間的室內設計概念結合中西合璧,舊與新的對比。“石庫門”風格的要素也可在店面和中庭邊緣的設計看出。除了國際時裝品牌,亞洲品牌設計師的店面也可以在商場內看到。商場的另一目的,是提供一個平台,培育中國的設計師,讓他們能與世界級的國際設計師在這充滿國際化的中心交流。

新天地一年四季提供藝術、文化交流和休閒活動。在南北之間的室外區域,有週末的跳蚤市場,我們可以看到設計師和當地廠商建立自己的攤位和銷售工藝品的商品。 每年的上海時裝週也在新天地舉辦,邀請國際設計師,以及本地設計師推廣其最新的時裝設計並做交流。新天地藝術節也貫穿全年,可以在購物中心區域,或在北邊一些保留的“石庫門”改造的建築物中看展覽。




十年前,我充滿了好奇,到上海著名的仿冒品市場-‘ 襄陽市場’ ,觀看客戶和攤位老闆如何討價還價。由於世界各大品牌設工廠在中國,使他們能夠輕鬆製作仿冒品。這也成了吸引人們去仿冒品市場,尋找廉價品的原因。

‘襄陽市場’位於黃金地段,擁有各類潛在的發展機會。五年前,該地由香港開發商 – 新鴻基地產買下。整個區由貝諾—世界知名的建築事務所接手。貝諾的設計包括整個上海淮貿(ICC) 混合用途發展綜合體的總體規劃,涵蓋建築、室內設計和標誌。此綜合體包括商業大樓、商業裙樓、零售區、旅館式公寓和交通地鐵轉運站。 2013年, 11萬平方米的iapm在上海誕生了,這是一個著名的商業裙樓,上海淮貿(ICC) 混合用途發展的一個重要特徵,也是全市第一個深夜購物區。商場營業至深夜,以適應當地的生活習慣。商場內的IMAX影院、美食餐飲、生活型態的超市和多樣化的促銷活動提供了一個獨特的購物體驗。地下層連接主要的三線地鐵轉運站,將上海環貿廣場升級成為一座以交通為主導的繁忙發展項目。



iapm位於上海兩個最繁忙的道路: 淮海中路和陝西南路的交叉口。 地鐵轉運站位於地下層。商場的第一層和第二層是以高端零售店面為主打。至於店面設計,所有主要的主打時裝零售商似乎在與他們相鄰的零售商競爭。主要主打時裝零售商包括Prada、Miu Miu、Gucci、Hugo Boss…..等國際品牌,分別位於主入口的角落和面對淮海路。為了抓住客戶的注意力,在這樣繁忙的交通路口,所有主要角落的商店用盡他們最大的努力,將他們的品牌和店鋪設計以醒目的雙層高度店面,優雅的設計展現在其旗艦零售店。

在零售區域劃分,商場的第一層和第二層樓是所有奢侈時尚品牌的主要樓層。然而,在商場的第一層零售區卻安排了唯一的非時裝商店 – ‘蘋果旗艦店’ ,位於購物中心的黃金地段,面朝充滿活動和人潮的裙樓中庭的中心。蘋果商店擁有雙層的店面,大片的透明玻璃面臨繁忙的淮海路。雙層高度店面不僅展示了蘋果產品的展示,也展示出客戶和產品之間,以及工作人員和客戶之間的交互活動。當特別活動發生,例如,蘋果手機推出iPhone 6,一大群人在面對淮海路的蘋果店門口排隊,而相鄰的豪華時裝商店也許不繁忙,當蘋果店處於最繁忙時,同時也吸引顧客走進商場的中心。


廣場—在傳統城市中是一個廣闊、平坦的露天空間,主要用途是讓民眾聚集。 一個開放的公共廣場在意大利,通常由建築包圍。意大利廣場是公共生活的中心……一個廣場是在兩個或多個街道的匯聚點。大多數意大利城市有幾個露天廣場,街道從中心放射分佈。商店和其他小型企業都在廣場上發現的,因為它是建立企業的理想場所。許多地鐵站和巴士站也能在廣場邊發現,因為它們是一個城市的主要據點 "– 以上維基百科提取。



令人難以置信的是僅僅近幾年迅速的轉變,原本是遊客會去尋找廉價品的著名的襄陽仿冒品市場,現在一切轉變成只提供真正奢侈品牌的大型商場。 iapm商場被證明是一個豪華奢侈品牌的聚集商場,包括Stella McCartney, the two Alexanders – McQueen, Prada, Gucci, Michael Kors等等。如今,iapm是上海最吸引人潮聚集的商場之一。



brandcelona Design Thinking: Bogota




We keep expanding and sharing our vision of branding around the world. We are proud to announce that once more we have been in Bogota. Last April, Marc Guitart, on behalf of brandcelona®’s team, went to the Colombian capital in order to give a Design Thinking workshop. The activity took place at the Externado University of Colombia, one of the institutions with greater visibility and impact in the country. The fact of being a consultancy agency focused on business design allowed us to contribute from the point of view of design and branding, as a new model of management and innovation and, thus, to contribute to the new needs of the market and the brands development in it.

The Design Thinking workshop aims at making public new strategies, that generate brand experiences, based on applying a methodological development, which integrates the disruptive thinking, as a working methodology and, like this, offer a fresh vision focused on the development of business strategies.

The event at the Externado University allowed us to show to the future entrepreneurs the efectiveness of branding, as the core discipline of the business innovation process and, at the same time, show that branding is crucial in order to interpret and adapt the culture of any business to the new challenges of the 21st century.

Once more, thank you and see you soon, Bogota!


Seguimos expandiéndonos y compartiendo nuestra visión del branding en el mundo. Nos enorgullece anunciar que una vez más estuvimos en Bogotá. El pasado mes de abril Marc Guitat en representación del equipo de brandcelona® se desplazó hasta la capital colombiana para realizar un wokshop de Design Thinking. La actividad tuvo lugar en la Universidad Externado, una de las instituciones con más proyección y notoriedad de Colombia. Esto nos permitió como empresa consultora versada en el diseño de negocios, hacer un aporte desde el punto de vista del diseño y el branding como un nuevo modelo de gestión e innovación, y por ende hacer un enfoque en las nuevas necesidades del mercado, pensado en el desarrollo de las marcas en éste.

El workshop de Design Thinking se realiza con el objetivo de dar a conocer nuevas estrategias que generen experiencias de marca, basadas en la aplicación de un desarrollo metodológico que integre el pensamiento disruptivo como metodología de trabajo y de esta manera poder ofrecer una visión fresca enfocada al desarrollo de estrategias de negocio.

El evento realizado en la Universidad Externado, permitió mostrar a los futuros empresarios la efectividad del branding como disciplina central del proceso de innovación de los negocios, y de la misma manera evidenciar que es una parte crucial para interpretar y adaptar la cultura de cualquier empresa a los nuevos retos del s.XXI.

Una vez más, ¡mil gracias, nos vemos pronto, Bogotá!

Happy Mother’s Day // Feliz Día de la Madre

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Moeder, Ma, Nënë, Mëmë, Ahm, Mai, Ma, Taica, Ana, Ama, Matka, Màder, Mèder, Mãe, Madèr, Mamm, Majka, Macii, Matre, Bata, Dai, Inahan, Nanay, Nana, Mati, Majka, Abatyse, Mor, Moeder, Moer, Mére, Mother, Mom, Patrino, Panjo, Ema, Móðir, Äiti, Mère, Maman, Emo, Emä, Kantaäiti, Äiti, Mari, Nai, Mutter, Màna, Salentino, Mána, Makuahine, Ma, Maji, Anya, Fu, Móðir, Iloy, Nanay, Nay, Induk, Ibu, Biang, Nyokap, Máthair, Okaasan, Haha, Amma, Kurmanji Daya, Uma, Mater, Mai, Maire, Moder, Mojer, Mam, Motina, Madar, Vieja, Reny, Emak, Omm, Madar, Ewe, Haakui, Ñuke, Ñuque, Aayi, `eh, Medra, Majka, Amai, Maire, Matri, Mytyr, Matka, Mädra, Máti, Madr, Maman, Madre, Mamá, Mami, Mzazi, Mzaa, Matka, Mor, Morsa, Mãe, Mueter, Mai, Mataji, Pabo, Amma, Matu’a Vahine, Anne, Ana, Valide, Mèdra, Eje, Mèder, Mati, Maica, Ammee, Mamma, Mare, Mat’, Mamm’, Eadni, me, Tina, Mére, Mama, Mam, mamai, Muter, Moæ…

Say it as you want, but say loud that you love her and celebrate it in your store.


Dilo como quieras, pero di bien fuerte que la quieres y celébralo en tu tienda.

Feliç Sant Jordi!

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Long time ago a brave knight called Sant Jordi ended with a dragon that was threatening the town. Once again we celebrate his feat filling the streets with red crosses, roses, books and small acts of courage and love. Cover your store with it and take the streets to celebrate it with others. Have a nice Saint George’s Day!


Hace mucho tiempo un valiente caballero llamado Sant Jordi acabó con el dragón que amenazaba al pueblo. Un año más celebramos su hazaña llenando las calles de cruces rojas, rosas, libros y pequeños actos de coraje y amor. Impregna tu tienda de ello y sal a la calle a celebrarlo con los demás. ¡Feliz día de Sant Jordi!



brandcelona’s branding


brandcelona® understands branding as a discipline that rules the XXI century’s market. This new way of market interpretation defines the new users, defines the brand’s environment and channels the fondness of it. Branding is the strategy that gives center stage to the brand, that functions as an epicenter and whose main goal is customer loyalty through managing experiences.

This new logical process that permits brands to adopt a new dynamic, which stimulates evolution, is a discipline that we consider purely human, true and honest towards its users.

Branding is a completely versatile system, which integrates various disciplines in favor of experiences. Logos are not branding’s primary necessity; the real goal is to create true identities: brands that generate an identity with a clear and conceptualized focus that provide a unique experience and that are able to exceed the users’ expectations. There is no time or space limit, from which a brand can start applying this strategy as a successful model; therefore, from brandcelona® we put an emphasis on the fact that branding is for both small and big companies.

We believe in this discipline and we live it as a methodological axis from the strategy; we know that it consists of many details and when they are contemplated from far, its impact can be measured. A practical example for this can be found in the streets of Barcelona: the trencadís, a Catalan modernist technique, that brings to light in a more than reliable way a big system composed of small pieces that form a unity, if seen from a different perspective.

This is our logic in terms of branding.

We work towards the goal of making brands, which trust our advisory process, to understand and live by the branding the same way that we do, not only as a new business strategy model internalizing the ideal of representing a lifestyle related to honesty, transparency and respect, enriching an authentic identity.

In order to fully comprehend its formalization, let us provide you with a quick guide to turn branding into your business strategy:

  1. LOOK FOR THE TRUST: Every time a new business project, focused from a branding point of view, is initiated, it is compulsory to have two things in mind. First, look for a confidence-inspiring consultancy company specialized in branding, that inspires trust and whose human quality is of primary importance. Then, evaluate your experience until now with as much objectivity as possible and do the following: in a time period of 4-5 months when the timing will be at its tightest, imagine the relation you would have with your brand managers and be conscious of how long of a journey you would want to go over with them.
  1. FIND YOUR OWN STORYTELLING: Develop a storytelling along with your brand managers, one that is convincing and believable. It should be obviously nourished by a justifying quantity of brand values that permits you to develop a lifestyle, which in turn can formulate a mission, a vision and can establish short-and long-term objectives. Remember that if you do not believe in the storytelling you are being told, it is highly unlikely that your customers will follow the same guiding thread.
  1. ANALYZE YOUR STRATEGY: If the previous step is correctly structured, the strategy will end up as your brand’s conceptual development synthesis. A company’s most important asset is its brand, as we state in our presentations; if the brand comes from an integral structural process, where a solid and transparent background is developed, the strategy will be nothing more but another step towards giving life and materiality to the brand. Developing an omni-channel strategy that makes it a liquid and efficient brand, succeeding in being present in all environments is a step towards success.
  1. UNDERSTAND THE NEW VISION: Until now your trusted consultancy company has surely given you many inputs, which have brought your brand into a new stage of evolution. At this point, and as your brand’s client and owner, it is important to do the following: review everything you have gone through so far; list the good and the bad things of the whole process; wonder and analyze whether you understand in a correct way the values and the philosophy that have been developed and, finally, evaluate if the brand universe is coherent. If this feedback leads to a positive balance, you have already overcome the next step.
  1. BRANDING ATTITUDE: Branding is a discipline that has to be comprehended, but it has to be mainly lived. If you believe in the process you are living and you have managed to synthetize the branding’s essence, you should have developed a new sensibility towards the impulses coming your way. This discipline has much more to it than only numbers and sales; it is a new state that will permit you to be more proactive and by which you will be inspired. The key to manage differentiating yourself in the market is to believe in what something truly is and what is being lived through; this way, you can be honest with yourself, your environment and, obviously, with your clients.
  1. THE AWAITED EXPERIENCE: If you have lived through the process as intensively as we, as brand managers, live it every day, then you have managed to comprehend that the experience is the real goal. It is the one that permits you, as a brand, to generate loyalty that goes beyond promotions and gifts, because it has managed to establish a real and solid connection with its users. Without forgetting to mention that if you live this branding experience, you should know that your customers have evolved to being your users and have turned into your brand experience’s ambassadors.

So this is branding coherence, impact and differentiation. It can be a long process, including several meetings and a handful of phone calls, but it is finally recompensed with a solid project of clear objectives. From brandcelona® we welcome you to our world, the one of branding. We hope that you can understand, live through and interpret this new vision of our environment the same way we do it to understand more about your environment and, most of all, to know how to evolve and adapt to the new market and user necessities.

Cristian Angel
Junior Brand Consultant at brandcelona®


En brandcelona© entendemos que el branding es la disciplina que rige el mercado del siglo XXI. Esta nueva manera de interpretar el mercado define a los nuevos usuarios, define el entorno de una marca y canaliza el afecto por la misma. Es la estrategia que da todo el protagonismo a la marca, que funciona como epicentro y tiene como objetivo la fidelización de clientes por medio de la gestión de experiencias.

Este nuevo proceso lógico que permite a las marcas entrar en una nueva dinámica que estimula la evolución, es una disciplina que nosotros consideramos netamente humana, desde la cual se despierta el interés de una marca por generar una conexión real, verdadera y honesta con sus usuarios.

El branding es un sistema totalmente versátil que integra varias disciplinas en pro de las experiencias. Los logos no son la primera necesidad para el branding, el objetivo real es la creación de verdaderas identidades; marcas que generan identidad con un enfoque claro y conceptualizado y que brindan una experiencia única capaz de superar todas las expectativas de un usuario. No existe un límite tiempo-espacio desde el cual una marca pueda o no empezar a desempeñar esta estrategia como un modelo de éxito; por ello desde brandcelona© hacemos hincapié en que el branding es tanto para grandes como para pequeñas empresas.

Nosotros creemos en esta disciplina y la vivimos como el eje metodológico de la estrategia; sabemos que está compuesta de multitud de detalles que cuando se logran contemplar desde lejos se puede dimensionar su impacto. Un ejemplo práctico se encuentra por las calles de Barcelona, el trencadis –técnica modernista catalana– pone de manifiesto de manera más que fidedigna un gran sistema compuesto por pequeñas piezas que, visto desde otra perspectiva, logran formar una unidad.

Esta es nuestra lógica cuando hablamos de branding.

Hacemos que las marcas que confían en nuestro proceso de asesoramiento entiendan y vivan de igual manera que nosotros el branding, no sólo como un nuevo modelo estratégico de negocio, sino interiorizando el ideal de representar un estilo de vida que va ligado a la honestidad, la transparencia y el respeto, enriqueciendo así una auténtica identidad.

Para acabar de comprender su formalización, permítanos ofrecerle una guía rápida para hacer del branding su estrategia de negocio.

  1. BUSQUE LA CONFIANZA: Siempre que se inicia un proyecto de negocio, focalizado desde el branding, es imprescindible tener dos cosas en cuenta: primero, busque una compañía consultora especializada en branding que le inspire confianza y en la que la calidad humana sea primordial; después, evalúe con la mayor objetividad posible, su experiencia hasta ese momento, y haga este ejercicio: imagínese en los próximos 4 ó 5 meses siguientes cuando el timing sea más que ajustado, la relación que podrá tener con sus gestores de marca y sea consciente de lo largo que quiere que sea el camino a recorrer con ellos.
  1. ENCUENTRE SU STORYTELLING: En conjunto con sus gestores de marca desarrolle un storytelling que le sea convincente y creíble, y que esté nutrido por una cantidad justificada de valores de marca que le permitan desarrollar un lifestyle desde el cual podrá destilar una misión, visión y entablar unos objetivos a corto y largo plazo. Lo más importante es que si usted no cree en el storytelling que le cuentan, es poco probable que sus clientes sigan este mismo hilo conductor.
  1. ANALICE LA ESTRATEGIA: Si el paso anterior está correctamente estructurado la estrategia saldrá como síntesis del desarrollo conceptual de su marca. “El activo más importante de una empresa es su marca”, como decimos en nuestras presentaciones, si ésta viene de un proceso estructural íntegro donde se desarrolla un fondo sólido y transparente, la estrategia no será más que otro paso que sirve para dar vida y materialidad a la marca. Desarrollar una estrategia omni-canal que le permita ser una marca líquida y eficaz, para lograr así estar presente en todos los entornos, es un paso hacia el éxito.
  1. ENTIENDA LA NUEVA VISIÓN: Hasta este momento, su compañía consultora de confianza ha debido explicarle miles de inputs que habrán logrado llevar a su marca a un nuevo estado de evolución. En este punto y como cliente y dueño de su marca debe hacer otro ejercicio: haga un recuento de todo lo que ha vivido hasta ese momento; inicie una lista con los puntos buenos y malos que ha conllevado todo el proceso, analice si entiende de manera correcta los valores y la filosofía que se ha desarrollado y finalmente evalúe si todo el universo de marca es coherente. Si obtiene un balance positivo acerca de este feedback el siguiente paso está más que superado.
  1. BRANDING ACTITUD: El branding es una disciplina que se debe entender pero, sobre todo, se debe vivir. Si usted cree en el proceso que está viviendo y ha logrado destilar la esencia del branding debió desarrollar una nueva sensibilidad acerca de los impulsos que llegan hacia usted. Esta disciplina es mucho más que números y ventas, es un nuevo estado que le permitirá ser más proactivo y del cual se podrá nutrir. La clave para lograr diferenciarse en el mercado es creer en quien se es y en lo que se vive, de esta manera podrá ser honesto con usted, con su entorno y obviamente con sus clientes.
  1. LA ANHELADA EXPERIENCIA: Si ha vivido este proceso tan intensamente como nosotros los gestores de marca lo vivimos día a día, usted ha logrado comprender que la experiencia es el verdadero objetivo. Ésta le permite a usted como marca generar una fidelización que va más allá de promociones o regalos, puesto que ha logrado establecer un vínculo real y sólido con sus usuarios. Sin mencionar que si vive esta experiencia de branding debe pensar que sus consumidores han evolucionado a usuarios y se han convertido en embajadores de su experiencia de marca.

Así que todo esto es branding: coherencia, impacto y diferenciación. Un proceso que puede ser un tanto largo, con algunas cuantas reuniones y un puñado de llamadas, pero que al final se ve recompensado con un proyecto sólido de objetivos claros. Desde brandcelona© no nos queda más que darle la bienvenida a nuestro mundo, el mundo del branding, en el cual esperamos que de igual manera que nosotros pueda comprender, vivir e interpretar esta nueva visión acerca de nuestro entorno para evolucionar y adaptarse a las nuevas necesidades tanto del mercado como de sus usuarios.

Cristian Angel
Consultor de marca junior en brandcelona®