From brands from the consumer to brands from the communication professional: a way of thinking meant to match

Abstract

Since 2008, the multinational advertising company Havas Media Group and the multinational consultancy in audiovisual communication and production Vivendi Brand Marketing, both of French nationality, have published the Meaningful Brands study. This study consists, as the creators say, in moving beyond the product, exploring how brands improve people’s lives and their role in society. It is a worldwide study, with 350,000 people interviewed (38,000 in Spain), in 31 countries, 22 sectors and 1,800 brands. It is a unique, broad-spectrum study that aims to help brands see how they are seen by consumers or users. Given the importance of this study, the objective of this research is to follow its approach, to provide data for decision-making by business managers, taking into account the point of view of brand marketing and communication managers. In order to fulfill this purpose, a survey was carried out on this group (n = 53) to analyze the factors of Spanish devices that launch brand content projects. The results achieved allow us to affirm that the objectives of the brands in relation to their willingness to broadcast content do not coincide with the needs of consumers. The dysfunction is not total, but further research on the needs of the clients would be useful.