The ineffectiveness of traditional advertising “that treats consumers as in the nineteenth century” requires changing the advertising focus to brand content that transmits the user information and entertainment of interest without interrupting their routine.
Javier Regueira’s reflections on the current advertising model and the relationship between consumers and brands center the interview given to Webpositer by one of the main figures of Branded Content. Author of the blog No Content No Brandof forced reference to shed this new era of advertising, Regueira speaks openly of the “turning point in which the advertising industry is sunk”. This centennial model based on the repetition of brand messages in a multitude of media and the interruption to the consumer, goes hand in hand with the reality of the 21st century. For Regueira, “the Internet speaker gives the consumer a power he has never had in his hand”, however advertising looks the other way, treating the consumer as a hundred years ago.
Change of advertising focus to obtain maximum effectiveness in each action
Defender and great promoter of Branded Content, Javier Regueira identifies it as the advertising of the future. “I do not know if it’s going to be called Branded Content, Advertainment or branded content,” but hopes that one day it will be “simply advertising.” In this line, far from the archaic advertising model that still apply a multitude of brands, this expublicista highlights the need to “inoculate entertainment and information in the brand message” because the consumer is interested in seeing this type of content and not those that are they repeat ad nauseam, losing all their effectiveness.
As already reflected in his book Big Brother is Dead: The consumer who managed to silence brands(ESIC, 2011), Regueira declares that “the problem is not the means to which we resort but the approach”. Far from the imposition of impacts that the user does not want to receive from the push approach, advertising should be oriented towards a “pull approach” thanks to which the consumer will follow that brand because it adds value and interests what it offers. Advertising communication focused on the consumer of the 21st century because, as asserted by Javier Regueira, “in the end what the advertiser wants is to invest their euros in something that is effective”.
From this reality companies are increasingly aware and strive to create content that connects with their audience. However, one of the problems that prevent this change of focus is the “status quo mounted between advertising agencies, media centers, advertisers and television networks with a balance of strength and commercial relationships that is very difficult to break.”
Strategic reflection and brand positioning: Key ingredients for the development of a Branded Content project
As in all marketing and advertising work, Regueira identifies the two guiding axes in the creation of brand content: the target and “the DNA of the brand”. Moreover, the effectiveness of any Branded Content project requires detailed prior study because “it is difficult to develop a content that contributes something to the brand” if it is not done from a strategic perspective and linked to the “positioning and territory of the brand”. brand”.
Javier Regueira believes that in the loyalty to the public, the brand is a fundamental asset, the brand message being one of the best vehicles to strengthen those links. However, he warns that “getting people to fall in love with the brand is a task that takes a long time” and in that process, honesty, respect for the times and their intimacy will be essential. This combination will bring value to the consumer “not only with a quality product, but with a communication that is useful”.
What’s more, Branded Content offers real possibilities for small and medium-sized companies to compete with major brands. “All you need is a reflection on target and positioning”, argues Regueira. Without the need for high budgets, generating audiovisual or textual content can create “a very interesting critical mass of followers” thus favoring sales and consumer loyalty with that brand.
A positive reading of business failure
During this interview with Webpositer, Javier Regueira talks about the personal experience that led him to close in 2006 a star up catering for healthy and natural food and from which he extracts a positive reading in his first book Game Over: The 13 errors that led me to close my company(Netbiblo, 2010). Equating business error to a kind of stigma that persecutes whoever commits it, Regueira states that “you have to relativize the failure because, if you take away that hindrance of fear that paralyzes you, you will probably be closer to success”. Using the learning derived from the errors and getting up, one can start again without forgetting “that you do not have to obsess about success”.
An advertising era of greater simplicity and honesty towards the consumer
To close the interview, Javier Regueira concludes by saying that the marketing that is coming will be based on a “more sustainable model” where the brands work to “rid the consumer of products, stimuli and advertising impacts that he does not need”. Simplicity will be the protagonist of this advertising focused on the consumer who is willing to enjoy those brands “sharp, powerful and that treat him honestly.”
About Javier Regueira
Degree in European Business Studies from ICADE, Master’s Degree in Marketing and PhD in Branded Content from Rey Juan Carlos University, Javier Regueira’s name is linked to that of the leading specialists in brand content. In fact, his blog No Content No Brandhas been chosen by the portal PuroMarketing.com as one of the key marketing, advertising and social media blog of 2012.
After more than 15 years working for the advertising industry in agencies such as Leo Burnett or Gray as well as in such emblematic companies as Nivea or Imperial Tabacco, in 2005 he ends his publicist career after failing to believe in the effectiveness of this industry.
This 180 degree turn in his professional career led him to work hard in the dissemination and dissemination of Branded Content and brand content, the advertising of the nearest future.
His foray into the publishing world has led him to publish two books. In 2010, the mistakes learned as founder of a chain of restaurants were the basis of his first bookGame Over: The 13 errors that led me to close my company (Netbiblo). A year later, a year later, he surprised with Big Brother is Dead: The Consumer who silenced brands (ESIC) – with a prologue by Risto Mejide – where he captured that centennial and ineffective advertising model that big brands continue to develop, turning a deaf ear to needs of today’s powerful consumer.
Currently, Javier Regueira is a partner and Dialogue Manager of Pop Up Música, a company dedicated to the generation of musical content for brands. This task is combined with his teaching work in various business schools and participation in marketing, branding, professional development and entrepreneurship events.