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Brands, social manifestations to the end and after, that we are in the areas of marketing and communication manage brands. We work with them, looking for the most effective form of contact with their consumer. But precisely here is where I want to dwell a moment. In my feeling we are before the death of the awareness. Thats what I would say to customers, when only look at hard numbers of knowledge and brand recognition. That is what makes a memorable brand? Adopted, dear, loved and defended by consumers? Its inclusion as a cultural manifestation.

It evolved just a commercial transaction. Linear. Basic. Predictable. The brand should leave an imprint as social manifestation. A brand is which is heard to comment on a friends birthday. That brand that mobilizes, that identifies.

That is generated when the brand has a point of view on something that mobilizes the world beyond its position in the category. Here is where this part of the work of the planner. Observe, analyze and transform information and developments in raw material for the brands. We must produce identification. Each action of communication needs to be a clear identification with the world of the consumer. Let’s look at an example of how some brands for their products and services are new forms of contact. The Tryvertising allows consumers to try products in a specific environment so they can appreciate their qualities in another manner, i.e., to generate an experience between them and the person. Novelty are the various means that are used as premises used exclusively for the Tryvertising. Examples of premises: Lcafe in Japan, is a cafe especially prepared so that women aged between 20 and 30 years old can try products, from food and beverages to products for the skin. Sample Lab, Tokyo is a room intended exclusively for the Tryvertising. It offers the possibility to consumers try and take a sample of any product (from makeup to barbecue sauce).

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