Comunicación

De los dioses, la moda y la cultura en las tendencias comerciales

En la antigüedad las personas veneraban a la naturaleza y a sus dioses, eran cooperativos en sus tareas y se especializaban en su área: si eran soldados, eran expertos en ello; si eral alfareros, eran expertos; si eran escultores, se dedicaban exclusivamente a eso. Pero con el tiempo y las modas, las veneraciones se han trasladado a las marcas y se ha perdido la cultura “de la buena”.

En estos tiempos, las personas adoran a Apple por hacer su vida más fácil; adoran a Converse por la comodidad y el estilo al caminar; adoran a Mc’Donalds por inventarse el negocio de la comida rápida y llenadora. La consecuencia es que la gente se ha olvidado de lo importante en la vida, de la cultura y de especializarse en algo por cuestiones de la moda.

Por no tener conocimientos básicos del entorno, esa tan desgastada cultura general, las personas no forman un criterio firme y se dejan llevar por las corrientes de la moda, van y vienen al gusto de las marcas sin darse cuenta de que pierden su tiempo. Lo mismo ocurre con las ocupaciones y un ejemplo está en las tendencias de mercadotecnia y publicidad.

Cuando comenzó el BTL, todo mundo hablaba de ello y ocupaban la herramienta. Lo mismo ha sucedido con el marketing digital, los códigos QR, los insights y demás tendencias. Pero ¿hasta qué punto una marca debe quedarse al margen de las tendencias y de la moda? ¿Pueden las marcas sobrevivir sin tener que ocupar lo que la competencia utiliza?

Una salida sería que cada una innovara y desarrollara herramientas nuevas sin depender de la moda, pero al no especializarse en algo sólo siguen la corriente comercial. Y tú ¿qué opinas?

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