International Women’s Day (March 8th) is often reduced to symbolic gestures within the corporate sphere. However, these gestures have their place, but for the high-level professional, this date should serve as a critical juncture to reflect on the nature of professional autonomy. Aphra Behn (1640–1689), the first known woman in English history to earn her living through intellectual labour, serves as an essential role model regarding strategic resilience.
Moreover, she did not merely participate in her era; she engineered a career within structures explicitly designed to exclude her. This historical reality is frequently overlooked in modern discourse. Consequently, a tribute to Aphra Behn is more than a historical exercise; it is a tribute to the professional resilience required to navigate systems not inherently designed for inclusion.
Historical Significance of Aphra Behn
Behn emerged as an unprecedented pioneer. Furthermore, she began her professional career as an intelligence operative for Charles II and later transitioned into a prolific writer. She achieved this success during a period when societal expectations demanded women to remain silent, anonymous, and entirely devoted to the domestic sphere. She entered the male-dominated public arena, and consequently, she legitimised the role of the female intellectual professional.
Additionally, she was ignored for many years, yet she deserves recognition as a key figure in the evolution of professional independence. Her influence on subsequent generations—particularly those operating in the spheres of literature, intelligence, and politics—is profound. She remains the primary archetype for the modern woman who operates successfully within structures (the theatre, the court, the intelligence network) that were never designed to accommodate her.
Intelligence and Literature Influence
Her influence follows two distinct, though intertwined, paths: the field of espionage, which requires strategic resilence, and her literary and academic contributions.
Strategic Intelligence Role
Aphra Behn’s legacy in the field of espionage is archetypal. Her operational role was that of an observer and operative—a transversal skill that remains essential in modern strategic management. She operated under the code name «Astrea.» Significantly, she demonstrated that intelligence is not merely limited to the interception of messages; rather, it is the mastery of the entire intelligence cycle.
Likewise, she excelled at discarding superficial data, synthesising the essential, and perceiving the «invisible» throughout her career as a spy. This strategic ability to critically analyse all contexts before acting is precisely what distinguishes success from failure in modern business organisations. Therefore, the ability to extract complex information into actionable strategy—the hallmark of Behn’s espionage—is a highly demanded professional competence in our current era of data saturation.
Literary Professionalism
Virginia Woolffamously highlighted Behn as a vital female role model. In fact, Woolf insisted inA Room of One’s Ownthat women should «let flowers fall upon the grave of Aphra Behn.» This passage positions Behn as the mother of the English professional female writer.
Moreover, she demanded and received payment for her work. It was not common practice at the time, as literature for landed gentry women was an amateur pastime. She became the owner of her ideas, earned her livelihood through intellectual labour, and thus shifted professional paradigms. The ability to craft a narrative that demands engagement is the definitive tool of the modern leader, whether one is proposing a large-scale construction project or pivoting a corporate strategy.
Furthermore, Behn used in her narrative some of the strategic principles of framing and perspective are essential for modern communication. For a practical example of how these narrative principles can be applied to re-engineer modern environmental storytelling, see my article Reaching Audience Requires Understanding.
Reputation and Professional Authority
The final lines of Oroonoko (1688) demonstrate how Behn managed her public reputation:
«Thus died this great man; worthy of a better fate and a more sublime wit than mine to write his praise; yet I hope the reputation of my pen is considerable enough to make his glorious name to survive to all ages, with that of the brave, the beautiful and the constant Imoinda.»
Notably, this passage illustrates how Behn consciously adopted the 17th-century convention of the «humble» female writer, apologising for her «not sublime wit.» She successfully neutralised potential criticism through this approach.
Conversely, she emphasises that she possesses a sufficiently considerable reputation, thus reaffirming her authority as a writer in this same paragraph. It is more important to possess the strategic ability to frame one’s authority within an acceptable framework than constant self-promotion—a true masterclass in professionalism. She did not just write her work; she forged her position through it.
Future Professional Models
Highly skilled professional women will see a shift away from static careers towards professional growth and self-realisation if they take Aphra Behn as a model for the future of their strategic resilence.
The «Behn Model» becomes increasingly relevant for leaders defined not by their ability to fit into a pre-existing box, but by their ability to change nowadays business environmental demands. Her profile was multifaceted, and this is an ability acquired through adaptation. Each transition required her to leverage her core intellectual assets in a new market context. Ultimately, the most valuable asset in our professional life is not a fixed job title, but a fixed intellectual agility.
Highly skilled professionals require these abilities:
Application of core competencies to new fields.
Formation of professional trajectories before others can shape them.
Prioritisation of professional sustainability over the temporary approval of the establishment.
Conclusion
Aphra Behn remains relevant not because she was a «feminist» by modern standards, but because she was a pragmatist who insisted on her right to a professional existence. A tribute to her is a tribute to the daily strategic resilience required of professional women in any century.She was a silent heroine who managed the risks of high-stakes environments and maintained her professional identity through a disruptive and critical narrative. Professional women of the 21st century must continue to break the barriers that hinder their recognition. Consequently, the path to recognition is not only social but is also fundamentally rooted in the acquisition of information, the mastery of narrative, and the unrelenting pursuit of professional excellence within any hierarchy, as Behn demonstrated. Her life is a blueprint for the future: to be agile, to be strategic, and, above all, to be undeniably professional.
The impact of senior strategic oversight on brand integrity in modern business environments demands professionals capable of precisely defining brand, product, and service strategies. Consequently, having experienced leaders allows companies to design comprehensive communication protocols that safeguard institutional reputation while simultaneously driving business growth. Furthermore, selecting a professional capable of preventing and managing crisis situations remains a crucial strategic decision.
In addition, brand reputation managers must establish seamless connections with the target audience to foster engagement and enhance prestige. Essentially, these leaders position corporate brands in premium market segments through sophisticated public relations and mentoring junior staff. Moreover, providing direct support during high-stakes crises requires a senior perspective aligned with the company’s top management. Therefore, investing in experience ensures that every decision reinforces the brand’s long-term integrity.
Professional Ethics and Institutional Integrity
Specifically, this role involves adhering to a rigorous code of professional ethics to achieve pre-established objectives within the allocated budget. Indeed, safeguarding institutional interests requires unwavering integrity and a commitment to diplomatic decorum across all communication channels. Notably, every communicative unit, including words, strategic silences, and visual images, functions as a decisive factor that either strengthens or compromises the organisation’s reputation.
To illustrate these principles through their practical application, several professional management examples demonstrate the impact of strategic oversight. For instance, the adaptation of the «Parlem de Fusta» program is an excellent example of an audience-centric strategy. Initially, these business networking sessions were held as breakfasts, in line with the guild’s working hours.
However, this schedule conflicted with the hours of the carpentry workshops for which they were intended. As a result, making the schedule more flexible proved to be an essential strategy for generating initial interaction. Subsequently, once the value of these meetings was established, the audience adapted to the guild’s regular hours.
Strategic Influence and Institutional Partnerships
Undoubtedly, ensuring the success of the «II Constructivist Timber Congress» required a similar shift in strategic approach. Initially, the collaboration with the Lignomadnetwork was an excellent initiative that served as the calling card for the congress. In particular, this transformation of a logistical challenge into an opportunity for brand development was crucial for consolidating the event as a national leader in sustainable timber construction.
Furthermore, these actions represent more than simple logistical adjustments; they are strategic decisions that strengthen the brand while optimising financial resources. For example, bringing the organisation in-house resulted in documented savings of three thousand euros and increased sales tenfold. Therefore, the congress successfully positioned itself on the radar of key industry players within the construction sector.
Multilateral Negotiations and Knowledge Transfer
Moreover, strategic influence also extends to high-level institutional negotiations, as demonstrated by the integration of the international Hybridtim project. Specifically, recognizing a unique opportunity during multilateral discussions with European universities—including UPC (Spain), TU Wien (Austria), and Riga Technical University (Latvia)—a successful proposal emerged to host the project’s closing ceremony in Avià.
Notably, this initiative not only expanded the organisation’s geographic reach but also enabled the monetisation of institutional expertise. In fact, it transformed a collaborative academic project into a direct source of additional revenue. In this regard, the success of this negotiation demonstrates the ability to identify and secure strategic opportunities that align academic excellence with financial sustainability.
Simultaneously, overcoming the inertia of a systematic «no» remains a hallmark of proactive management. Indeed, the implementation of free digital tools and professional teams overcame budgetary constraints to generate necessary audiovisual content. Ultimately, this momentum ensured a presence at international events, supported by powerful cultural metaphors to bridge the gap between global innovation and local industry prestige.
Strategic Frameworks for Elite Brand Positioning
Reflecting on a decade in this role highlights several relevant points for achieving an elite brand position:
First, contacts are an important asset which requires a properly segmented stakeholder groups. Moreover, selecting language and content is a must for engagement. Communicating in the specific ‘language’ of each group—delivering high-value content while discarding the superfluous—prevents the brand dilution caused by information overload.
Second, beyond building a community, the integration of public entities—technology centers or universities—within the collaborative framework known as Public-Private Partnerships (PPP) is crucial as I have illustrated with the closing conferences of the HybridTim EU Erasmus+project. This collaboration undergoes a process of brand legitimation.
Third, this collaboration significantly enhances knowledge transfer. The HybridTim project demonstrates how integrating the closing session within the Firhàbitat framework facilitated dissemination to a specialized audience in biosustainable construction, while attracting over 70 companies from the timber industry. This success serves as a clear illustration of how senior strategic oversight leverages an organisation’s convening power, transforming institutional potential into tangible industry engagement through targeted communication campaigns.
Last but not least, the adoption of ESG (Environmental, Social, and Governance) criteria establishes any product, as a vehicle for social and environmental change which is the most desirable within the 2030 agenda.
Conclusion
In conclusion, the accumulated experience of a senior professional serves as the primary catalyst for brand and institutional reputation management. Consequently, this role involves representing the organisation within a sophisticated market context, which requires full attention to institutional integrity. Furthermore, prioritising industry growth becomes a strategic mandate that guides every executive decision.
Moreover, the representative function demands a rare synthesis of sales acumen, elite customer service, and a profound understanding of institutional values. Clearly, when assuming brand management, a professional must possess advanced active listening skills and empathy. Ultimately, the impact of senior strategic oversight on brand integrity ensures a positioning that is both authoritative and contextually appropriate. Therefore, the presence of a senior expert ensures that the organisation actively shapes its future through strategic influence and operational excellence.
Determining who decides the music you listen to requires an analysis of both neurobiology and corporate strategy.
On the one hand, music serves as an authentic reflection of our inner selves. It triggers the release of dopamine, a neurotransmitter synthesized from amino acids that regulates biological functions. Consequently, this neurochemical vulnerability allows the industry to treat human emotion as a quantifiable metric.
On the other hand, the music industry has commodified the younger generations’ rebellion into a marketable social protest. This protest follows fashion aesthetics that require no real critical thought. Therefore, listeners often overlook the reality that a powerful oligopoly — Universal, Sony, and Warner — systematically conditions public preference to minimize financial risk.
This strategic manipulation creates a fictitious cultural landscape where commercial success is mistaken for artistic quality. Modern hits frequently promote effortless luxury and treat sex as a transactional game.
Furthermore, they facilitate the objectification of both genders, though women remain the primary subjects.
The Romantic Misogyny
Elvis Presleybecame the first solo artist in history to sell a million records. The fan phenomenon grew significantly during the 20th century thanks to his massive influence. This period illustrates the emergence of younger generations as a distinct market niche.
The king of rock-and-roll synthesized African American rock and roll structures with a standardized white sex appeal. He aimed to satisfy the cultural norms of a segregated era. Moreover, the music industry at this point still valued rhythmic innovation.
His hits generated immense energy and transformed him into a controversial cultural icon. Nevertheless, his lyrics often relegated women to a subordinate level. We see this evidenced in «(You’re the) Devil in Disguise» or the reductive plots of his cinematic work.
Path to Female Independence
The Beatles were essential catalysts for the cultural movements of the 1960s. Their compositional output integrated classical elements with traditional pop. Eventually, they explored diverse styles such as Indian music, psychedelia, and hard rock.
The Beatles acted as pioneers in the fields of studio recording and artistic presentation. Their early period adhered to patriarchal norms involving themes of jealousy. Conversely, their later work transitioned toward the advocacy of female autonomy.
A clear contrast exists between «You Can’t Do That» (1964) and «Lady Madonna« (1968). The first centers on social humiliation and the prohibition of female agency. The latter serves as an anthem for the working-class mother, acknowledging her resilience.
Gender-Subversive Paradigm
Queen‘s repertoire represents the pinnacle of innovation in the acoustic music scene. Freddie Mercury embodied a subversive talent that transcended his four-octave vocal range. Specifically, «Bohemian Rhapsody« posed a direct challenge to an industry prone to simplification.
Queen is complex and manages to reach the masses with experimental song structures. Overall, the band successfully combined ballads, opera, and hard rock. Mercury challenged traditional heteronormative masculinity through his public persona.
The «I Want to Break Free» video depicted the band in domestic female roles. This served as a powerful visual metaphor for the desire for liberation. Mercury used his platform to dismantle social constraints through theatrical performance.
Sophistication of Toxic Narratives
Stingrepresents the introduction of intellectualism and jazz into the pop sphere. His lyrics possess literary weight, and his music remains technically complex. The industry facilitated his success because his virtuosity remained profitable.
He operated like a scientist, experimenting with melodic structures to produce hits. However, his repertoire was not exempt from misogyny. This is best illustrated by the stalker narrative found in «Every Breath You Take.«
Toxic possessiveness was accepted without question during that era. Consequently, the industry successfully transformed a predatory sentiment into a romantic ballad. This demonstrates how high-level art can still harbor regressive social values.
Challenging the Patriarchal Norms
Depeche Mode became the primary architects of technopop for the masses. They questioned traditional masculinity by adopting an androgynous aesthetic.
This visual strategy deconstructed gender boundaries and aligned the band with a non-binary identity. They challenge the «macho» status quo. Two specific examples of their substantive hits follow:
Critique of the «savior» archetype in «Personal Jesus» (1989).
Strategic Marketing and Algorithms
The Bad Bunny phenomenon demonstrates how minimal creative effort can be optimized for maximum corporate profit through an absolute mastery of market behavior. Analyzing this from a marketing perspective shows that his success is the result of a precise alignment with his listeners’ desires. Indeed, this phenomenon confirms that reaching an audience requires understanding the specific context and psychological state of the receiver, whether in a high-level academic debate or within the hedonistic atmosphere of a nightclub.
Both the algorithmic model and the strategic narrative rely on the same fundamental principle of communication: the necessity of decoding the audience’s language to ensure resonance. While Bad Bunny utilizes repetitive structures to dominate the global charts, my research explores how that same principle of understanding can be applied to re-engineer human narratives in more complex spheres. Ultimately, the music industry reflects a broader truth about our era; success is determined by the ability to infiltrate the audience’s consciousness through a tailored strategic approach.
These two approaches represent different standards: one seeks mass-market dominance, while the other prioritizes the engineering of a disruptive narrative. Specifically, «Tití Me Preguntó« exemplifies the hyper-masculine desire to commodify the female body. Women are reduced to disposable goods in this narrative. This represents the ultimate triumph of the algorithm over the traditional artist, signaling a shift where marketing comprehension outweighs classical virtuosity.
Conclusion
This article offers an overview of the music industry through its most relevant icons. It shows how art is transformed into metrics subject to mathematical algorithms. These are aimed at a target audience driven by consumerism.
The music industry is relegating female empowerment to past decades. Misogyny is not exclusive to crude urban genres like reggaeton. In previous decades, many songs disguised themselves as romanticism or paternalistic protection.
Currently, heteropatriarchy is being reestablished with repetitive subliminal messages. A strategic manipulation exists that devalues talent and magnifies mediocrity. Therefore, 21st-century algorithms determine music production unless the public decides to turn the tables.
CREDITS AI-generated image by Gemini (Google) following my instructions.
Reaching audience requires understanding. This post demonstrates why a positive narrative outperforms the traditional language of guilt in environmental storytelling. Capturing human attention demands a strategic shift; therefore, clarity must be the priority in any communication effort. What follows is a disruptive dialogue between two of Earth’s most essential stakeholders: Water and Wood.
Dramatis Personae
Xylo which means wood in antique Greek Yaku which means water in Quechua language
Xylo: That is not necessarily the case, as I am a piece of hydrophobised or water-repellent wood. I have undergone treatment specifically designed to repel moisture. Consequently, neither you nor your counterparts can inflict any harm upon me. This protection represents the pinnacle of human engineering—a shield designed to preserve me indefinitely. Only those who treated me possess the power to damage me… It is a pity that so many fools exist!
Yaku : Are you referring to the bipedal parasites inhabiting the Earth?
Xylo: I speak of the same irrational beings who… — Yakuinterrupts
Yaku : …who melt the polar ice and contaminate the waters of rivers and oc eanswith microplastics and non-biodegradable detergents.
Xylo: Indeed, I refer to those animals who perceive themselves as superior. Beyond their own self-destruction, they inflict collateral damage upon other species and the fundamental elements of nature, such as you or even me.
Reaching an audience through public engagement
Yaku : Nevertheless, you have been treated well; you have been hydrophobized. As you said before, this is a technological triumph of human engineering.
Xylo: Countless peers of mine have faced the flames for centuries. Such ineptitude stems from a failure to recognize that timber functions as a vital CO2 sink. Rather than preserving wood and establishing sustainable forest management — at this point the Wood starts to cry with ligning tears — they prioritize the combustion of my species.
Yaku : Don’t cry my friend. They are not better with water usage. I wish we can change the world.
Xylo: Success for changing the world requires us to communicate in a language they can actually understand.
Yaku Their understanding of the world seems to be restricted to the ephemeral cycle of acquisition, disposal, and the relentless accumulation of waste.
Xylo: Perhaps we should engage them through the lens of consumption. We may succeed by using advertising and strategic marketing principles.
Yaku : For exemple?
Xylo5: Storytelling?
Strategic Storytelling: Reaching Audience Requires Understanding Modern Consumption
Yaku: Such a foolish idea! They have created many storyboards about it!
Xylo: Yes, they have but not us. And remember, reaching an audience requires understanding of your target audience.
Yaku: What’s your suggestion? What would you do?
Xylo: Let’s start with water. Our objective must be to promote biodegradable detergents. Then, we shall introduce an environmentally friendly cleaning product. When you buy laundry soap or any other household cleaning products, do you – appealing to unconscious humans – think your choices affect the environment?
Yaku: Do you really think they’re unaware that what they do in their homes affects the environment?
Xylo: During my time in the forest, my peers and I gathered intelligence from human conversations. We observed a recurring pattern of environmental denial—a psychological barrier that traditional marketing has failed to penetrate.
Yaku: They lack instinct… they lost it in their prehistory…
Xylo: Yes. To make us understand, we should tell a story that happens in any home, in the course of routine human actions. Show how non-biodegradable detergent travels down the drain and have them visualize how it affects ecosystems.
Yaku : There was a song in the 80s by an alternative group, Los Toreros Muertos, I think it was called «Mi Aguita Amarilla«
Xylo: Yes, I remember it, but it lacks a sustainable alternative. We should propose a turning point where a positive impact occurs. That is, show them that if they choose wisely, the water becomes clean.
Yaku: Just one little problem to solve: how are water and wood going to create their own advertising agency?
Xylo: My dearest Yaku, if we have cristalised this level of strategic alignment, we shall certainly succeed. We are not just creating a communication agency; we are re-engineering the human narrative.
Final Synthesis: Bridging Molecular Science and Market Behavior
The dialogue between Water and Wood molecules serves a creative purpose: it proves that strategic communication is an absolute necessity. My objective is to bridge scientific reality and consumer behavior through accessible storytelling—a tool successfully utilized in marketing to engage audiences.
Last but not least, this challenge is defined by human actions. Success depends on individual choices rather than industrial output. If we transform our consumption habits, manufacturers must inevitably adapt. Personal responsibility remains the catalyst for sustainability, as positivism is far more effective than the language of guilt.age of guilt.
The myth of Blue Monday is a masterclass in marketing with no scientific basis. It relies on psychological variables to manipulate people’s minds. This strategy has been successfully applied in the UK for years.
However, we must consider the implications of applying this concept to our own context. Such frameworks often fail to account for local cultural differences. Consequently, the effectiveness of the myth may vary significantly across different societies.
The British Origin: Sky Travel and the Blue Monday Concept
To begin with, to understand the Blue Monday concept, it is important to know its origin. Cliff Arnall, expert in psychology, invented it in 2005 when he was associate researcher in Psychology at University Hospital Wales and psychology tutor at the Centre for Lifelong Learning. It was popularized by Sky Travel, a British travel agency, with the aim of selling holiday packages to British clients. It was created using parameters applicable to the Northern Hemisphere, taking into account its climate and population habits.
Blue Monday is the third Monday of January and is considered the saddest day of the year as it is associated with the abundant blues of the English sky. Moreover, the third Monday of January is exactly one month after Christmas, when many New Year’s resolutions have already been forgotten and then, it’s the perfect moment to take action to change the situation.
The Spanish Context: Climate, Tradition, and the January Slope
However, in Catalonia, and in Spain as well, it is slightly different. It is true that the third week of January tends to be the coldest week but our climate is mild compared with the English one and Christmas season has ended on the 7th of January as we also celebrate the Three Wise Men’s day. Possibly, most people have forgotten New Year’s resolutions but we have what is known as January’s slope which is a real financial and economic concept due to the spending excess in December (mainly gifts, travel and celebrations). Consequently, there is a sharp decline in retail sales.
In this context, department stores promote winter sales with significant discounts with the aim to increase January’s sales and have also tried to introduce the Blue Monday to mitigate January’s sales result but with lower economic results. It is worth reflecting on the fact that once the concept has been imported, what remains in people’s minds is Blue Monday’s association with sadness. Unfortunately, people believe what other people say and tend to be sad and depressed.
Neuromarketing Tactics: The Commercialization of Sadness
Specifically, neuromarketing works very well, as Jurgen Klaric says: “sell to the mind, not to the people”. Thus, department stores and retailers first promote the perception of sadness to consumers’ minds, and then offer relief to their discomfort through advertising campaigns that focus on optimism, self-care, and personal growth. selling holiday packages or miracle products. Consequently, Blue Monday functions as a marketing strategy within the annual sales agenda. It works similarly to Black Friday, Singles’ Day, Valentine’s Day, or Cyber Monday in the yearly sales agenda. All these marketing events align Semàntica del Branding. I explain in this article how action verbs influence consumers’ psychological surprise positioning. Ultimately, the meaning of words behind a brand’s language defines its global market perception.
Strategic Distinction: Rational B2B vs. Emotional B2C Sales
Conversely, emotions are the key main difference between the B2B sales (Business to Business) and the B2C sales (Business to Consumer). No matter whether the sale is in person or online, final consumers are driven by emotions such as tenderness, nostalgia, and surprise, among others. However, selling to a company is always a rational process. In my post Per què les emocions no funcionen en el tancament de les vendes B2B?, I explore why emotional triggers fail in professional environments and why logical ROI must take precedence. A solution, a return on investment, or the application of contractual incentives exemplify B2B decision-making.
Cultural Legacy: From New Order to Kurt Vonnegut
Finally, a brief digression serves to conclude today’s analysis, which, in my opinion, is anecdotal. Many people are unaware of the origin of the marketing concept behind Blue Monday and associate it with the famous song by New Order a British band formed by the members of Joy Division after Ian Curtis‘s suicide. Three years after the death of the singer of the latter band, in 1983, the former released a new album that was a genuine success throughout Europe. Notably, this song has nothing to do with the Blue Monday marketing concept. New Order’s «Blue Monday» owes its title to its drummer, Stephen Morris, who was reading Breakfast of Champions (1973) by Kurt Vonnegut. This science fiction novel is a postmodern satire on society whose subtitle, «Goodbye Blue Monday,» became the title of this hit song.
¿Tu marca no vende? ¿Conoces el erro semántico que cometes al elegir el verbo?
Actualmente estamos saturados de contenidos publicitarios. Las marcas más experimentadas ya no hablan de lo que son, sino de lo que pueden hacer por sus clientes. Aquí es donde la lingüística y más concretamente, la semántica del branding entra en acción.
El elemento gramatical protagonista es el verbo y, en su elección en una tipología de ventas B2C, se debe focalizar en verbos cuya acción sea experimentada por el cliente final. La mayoría de empresas y, especialmente las de nueva creación, escogen verbos de estado como ser, tener, ofrecer y así es frecuente encontrarnos con mensajes como por ejemplo «somos líderes en …», «tenemos la mejor gama de…» Utilizan verbos necesarios, pero no memorables.
El objetivo de la publicidad es dejar huella, ser recordados y generar respuesta. Para estar en la mente de los consumidores es necesario utilizar verbos cuyo epicentro sea el propio cliente, sus emociones, sus necesidades. Es necesario usar verbos de acción para producir impacto e interactuar con el cliente. Es decir, la marca debe dejar de ser sujeto para convertirse en un agente activo de su potencial cliente. A continuación os dejo un par de ejemplos con propuestas aplicables que espero sean de utilidad para comprender mejor el enfoque publicitario.
El mensaje publicitario de una empresa especializada en la venta de viviendas podría utilizar verbos de acción como «habitar» cuando su objetivo es vendar al cliente final. Este verbo permitirá crear una experiencia al comprador que podrá visualizarse disfrutando de una calidad de vida dentro de su nueva casa. De este modo, el cliente no compra una vivienda, compra un nuevo estilo de vida. Otros verbos que también funcionarían son sentir, vivir o respirar. Todos referidos a acciones que experimentará el cliente final.
Si lo que queremos vender es un viaje, por ejemplo a Australia, el enfoque de la venta debería centrarse en la experiencia transformadora que hace único un país continente de contrastes. Explorar es un verbo que funciona bien porque cubre tanto la dimensión espacial (grandes distancias) como la personal (aventura). Otros posibles verbos serían conectar, encontrar, crecer… Si el objetivo fuese un destino cultural, por ejemplo, París, el mensaje publicitario encajaría bien con verbos como seducir que implica una experiencia de romance, de exclusividad; dominar (la inmersión cultural) o crear estilo (moda) entre muchos otros.
En conclusión, el mensaje publicitario requiere una semántica de acción centrada no en la acción del productor sino en la acción del usuario final. Esto aplica para las ventas B2C mientras que las ventas B2B tienen una semántica diferente pues el destinatario de estos mensajes son empresas, técnicos o profesionales que os explicaré en otro post.
