A few years ago, economy was based on the accumulation, production and expansion of tangible assets (machinery, buildings, inventories …). But, since the appearance of the internet and due to the subsequent globalization of the market, ubiquity has become an essential feature for the sale and progress of a business. What ubiquity represents for a business is the ability of a company to be present everywhere. For this, the company should not focus on progressing in active asset accumulation and investment of huge amounts of capital but should focus on its intangible assets. But what are intangible assets and why do they concern us as communicators? Intangible assets are those that are not physical as such, if not abstract. Some examples can be: patents, copyright, and above all, the brand.
This is our call, branding. Nowadays, companies are struggling to make their brand the first one that comes out in the minds of consumers when talking about certain products, but mainly when talking about certain values. We communicators, are the ones who must develop the strategy that the company will follow when it comes to transmitting the image represented by these values that they want to acquire. Since, it will be thanks to these values associated with our brand, that the company can truly progress.
In the end, in a global market in which hundreds of companies offer the same product as your company or better, it will be the intangible values of your business, such as the brand, which will create the necessary differentiation among competitors to be able to progress and compete; and for this, communicators are essential.
