Happy Marketing Book: How to make people happy

Happy Marketing Book: How to make people happy

Report to Gerardo Molina

The brand concept has spread so much that it has reached people. Today, a person is also a brand that is going through a change of era. Companies are people, brands are people, customers are people, and "those who don't understand people don't understand business." This is how Gerardo Molina understands it, the brand concept has spread so much that it has reached people.

Today, a person is also a brand that is going through a change of era. Companies are people, brands are people, customers are people, and "those who don't understand people don't understand business." This is how Molina understands it, a branding specialist with more than 25 years of experience in more than 20 countries.

In an exclusive interview, he addresses various topics from his latest book, Happy Marketing, which inevitably invite reflection on brands and happiness.

The interviewee embodies the advice he gives about the happiness that brands can generate to improve society and people's lives. Is

Can we speak of a market of the future? how would it be?

The potential customer no longer wants to buy products, they want to consume experiences that make them happy. He wants to be part of the stories. The offer is getting wider and people are looking for real emotional benefits; and that brands not only seek profit, but also exist because they have a purpose. The client wants both brands committed to their community and their happiness.

On the other hand, technology used well can be incredibly profitable. But the creation of customer experiences cannot be based exclusively on it. The new technologies can collaborate imperiously in making this new era an excellent era of happiness.

When we talk about happiness in marketing, what are we talking about?

How you make the customer feel will be the brands. It is about humanizing the relationship between brand and people at all levels and at all levels of companies, both outward and inward. The employees are the brand.

If the innovative product comes to solve some of the people's problems, they will welcome it with open arms. If it will help simplify your life or improve it too. The only thing I would tell you is not to think about making people happy, not just to sell products or services

Technologies are advancing at dizzying pace, but cultures seem to have a delayed pace. What is this phenomenon due to? How does it affect companies?

It is much easier to change the smartphone or the operating system than the culture of the company. But what companies need is not more data but a new mindset. We are no longer in an era of change but in a change of era; so you can't discover a new world using old maps. Happiness is the only goal.

What is good for a brand? what is bad? What appears to be bad, can be good; and vice versa?

In my book I mark that we are currently witnessing the evolution of brands, aspects such as honesty, commitment and values are beginning to occupy a prominent place in customer demand. What is good for people will be good for the brand. If the brand ignores people, they will end up ignoring the brand. There is a current that says that logic no longer exists in the market and what may be logical for some is not for others. But in general, what is bad will remain bad.

Finally, if we want to bring happiness to a particular person, where do we start?

Happy Marketing suggests that you should start with authenticity. To meet and know where the true value of our brand is. What can we say that others can't. In discovering why people are going to listen to us. A brand is all about what people say, feel and think about you. What build are you doing? Everyone does branding, it's just that some do it better than others. And in this era, Branding is the main difference between being recognized or going unnoticed.