On May 29 a new IKL training session took place, in this case focused on branding in the sports sector, where we discovered the key points to build a coherent and relevant brand.
About fifteen professionals from the sector attended the session, which was given by Raúl Ciprés, founder of Creativia Lab, a leading company in the activation of the "new sponsorship" and the conceptualization and execution of communication and marketing projects. The speaker is at the same time a professor at EAE BusinessSchool, Johan Cruyff Institute, ESADE and Blanquerna. His professional career, highly linked to the sports sector (as Director of the Badalona Youth Marketing Department, Bianchi's General Director, Marketing Director of the Real Club de Polo de Barcelona, General Director of Marketing of RCD Espanyol and Youth Advisor), has allowed us to realize the importance of branding with real practical cases of the sports industry.
Throughout the session techniques and sensory tools that we can apply to increase the attraction of our brand, such as the use of the golden ratio, were addressed. We also learned how our brand has to be prepared to activate digital soports and new technologies, such as virtual reality, holographic technology and augmented reality to generate "Fan Experience Journey".
For the west, a good brand has to be able to evoke the past, collecting its own history, provoke emotions to the present and invoke the future. It has to pick up the principles that have made it unique, because, in short, they are its distinguishing feature. It is also essential to value the experience to obtain "prosumers", consumers who are fans of the brand that generate content around them. Finally, we can not forget that the changes of emotions that can cause a certain brand, generate changes in attitude and, therefore, changes in consumer behavior.
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