[et_pb_section bb_built=”1″ _builder_version=”3.0.47″][et_pb_row _builder_version=”3.0.47″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″][et_pb_text _builder_version=”3.1.1″]<\/p>\n
The digital revolution has created a new multi-identity consumer profile that, when grouped into communities built around specific causes, shares a series of values and is located around the globe; But how do these communities build their identities?<\/span><\/p>\n Through social media, the new digital environment allows us to connect with individuals from any location, in any language and in any way, giving us the opportunity to group ourselves into communities that do not belong to a specific region and are not exclusionary. This encourages the creation of a\u00a0<\/span>flexible and multifaceted individual identity<\/b>.<\/span><\/p>\n Brands seek to connect to these communities as a way to reach individuals with purchasing power. <\/b>However, for this strategy to be effective, the group must have solid identifying characteristics in terms of the purpose, discourse and images its members share. Consistency is essential for these communities to exist in the long term, which is of vital importance for the brand\u2019s initiative to be worth the effort.<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Las tribus y las marcas” _builder_version=”3.1.1″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”3.1.1″]<\/p>\n To a certain extent, it can be said that urban tribes inherited many characteristics from primitive tribes: They emerged as a group\u2019s response to its environment, they are exclusive from one another, they follow a leader and they place great importance on the external construction of their identity. However, they also <\/span>build on characteristics of their own<\/b>, which are especially relevant to brands:<\/span><\/p>\n [\/et_pb_text][et_pb_image admin_label=”Gr\u00e1fico 1 web” _builder_version=”3.1.1″ disabled=”off” disabled_on=”on|on|” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2019\/05\/grafico1_web_ENG.jpg”]<\/p>\n <\/p>\n [\/et_pb_image][et_pb_image admin_label=”Gr\u00e1fico 1 web” _builder_version=”3.1.1″ disabled=”off” disabled_on=”on|on|” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2019\/05\/grafico1_web_ENG.jpg”]<\/p>\n <\/p>\n [\/et_pb_image][et_pb_image admin_label=”Gr\u00e1fico 1 m\u00f3vil” _builder_version=”3.1.1″ disabled=”off” disabled_on=”||on” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2019\/05\/grafico1_movil_ENG.jpg”]<\/p>\n <\/p>\n [\/et_pb_image][et_pb_text _builder_version=”3.1.1″]<\/p>\n There are<\/span>\u00a0great stories that showcase the role a brand can play in defining a group\u2019s identity.<\/b>\u00a0The British film <\/span>Quadrophenia<\/span><\/i><\/a>, based on The Who\u2019s rock opera and directed by Franc Roddam,\u00a0 is a good example of this. It tells the story of a violent confrontation between mods and rockers over a weekend in 1964 in the coastal town of Brighton. Jimmy\u2019s Lambretta practically shares the spotlight with the lead actor, as the scooter became a symbol of the community.<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=” Las comunidades y las marcas” _builder_version=”3.1.1″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”3.1.1″]<\/p>\n New online communities seem to hold greater appeal for brands, as they function as permeable groups\u00a0<\/span>whose members can join multiple communities and take part in every cause that interests them<\/b>. However, consumers are aware of their power the digital revolution has given them and demand their relationships with brands provide them with a clear benefit.<\/span><\/p>\n Therefore, they accept being targeted by brands whose value proposition fulfils a least two of the following requirements:<\/span><\/p>\n Brands must adapt to each community to build a connection, using a more flexible message and more adaptable identity. This is an opportunity for any brand willing to engage in an exercise in humility by creating <\/span>proposals based on listening\u00a0<\/b>to communities, then offering them<\/span>\u00a0tailor-made experiences<\/b>\u00a0in a continuous feedback loop.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”3.1.1″]<\/p>\n The identifying features individuals relate to within each community are determined by how they consume and share content, leaving out those not to their tastes or any they find unrelatable. The ability to convey emotion is crucial, as <\/span>emotions are the key to holding a group together<\/b>. To paraphrase acclaimed speaker <\/span>Simon Sinek<\/span>, if you speak from the heart about your beliefs, you will attract like-minded people. The more dispersed the group is, the greater the value of sharing the same emotion.<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Visual experience ” _builder_version=”3.1.1″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”3.1.1″]<\/p>\n We know that the<\/span>\u00a0human brain processes images up to 60,000 times faster text,<\/b>\u00a0and it has a greater capacity to retain visual content than any other form of information. On average, 40 percent of users react better to image-based content than<\/span>\u00a0<\/span>plain text<\/span><\/a>\u00a0and publications with visual content are\u00a0<\/span>visited<\/span><\/a>\u00a094 percent more often. It could even be said that<\/span>\u00a0today\u2019s communication needs to be visual.<\/b><\/p>\nTribes and brands<\/em><\/h1>\n
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Communities and b<\/strong><\/span>rands<\/strong><\/span><\/em><\/h1>\n
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Visual experience <\/strong><\/span><\/em><\/h1>\n