Under 2: Building Brand

I'm Sara, Factorial's chief creative officer, and what people associate me with at work is always being able to come up with solutions.

If I arrive somewhere and find a door locked, I wouldn't say that I found it locked.

I'd probably say that I managed to get in through the window, for example.

I'm here to answer as many questions as I can in the shortest time possible.

Hello, I'm Joan Álvarez, co-founder Around 20 questions, maybe.of Putos Modernos, trained as a journalist and now an entrepreneur.

Can a product live without a great brand?of Putos Modernos, trained as a journalist and now an entrepreneur.

Only as long as a better product from a better brand comes.

Personally, let's just say I'm a bit weird In B2B, product or brand first?and, professionally, the common thread The product, but the brand is just as important.and, professionally, the common thread They need one another.and, professionally, the common thread Which is worse, releasing a brand late or a weak brand?in my work is turning advertising into something else.

A weak brand, since time can be easily recovered through investment.

I don't think you need to choose.Credibility is much harder and would take you years to earn.

They're both really important.What makes Factorial stand out from other software companies?

The brand alone is just a hollow promise, while a product with no brand We sell stories instead of features.

The brand alone is just a hollow promise, while a product with no brand Coherence or creativity, which matters more?

Therefore, there must be a balance between them.In branding? They need one another.

Therefore, there must be a balance between them.You need creativity to stand out and coherence to be trusted.

In fact, neuromarketing says that people buy brands and use products B2B creativity, stand out or be likable? Which matters the most?which means that they tend to decide emotionally Standing out is key, anyone can be likable.rather than rationally. Much more than we'd like to admit.

Would you rather be coherent and dull or risky and memorable?

That's why having a good brand becomes essential.The best is to be coherent and memorable.

High-quality products are no longer enough. You need to create What's the biggest mistake in B2B during a marketing campaign?

Brand has many definitions.Not focusing on the story at all.

One of my favorites is product plus magic.What was Factorial's real ROI from early brand investment?

Early brand investment paid off.the Vicio case ROI on brand awareness is hard to measure, since it doesn't generate direct revenue.and intangible value building is Vicio, with which we've sometimes worked.

How do you know it's worth investing in it?and intangible value building is Vicio, with which we've sometimes worked.

We've been noticing that the organic searches With every burger they sell comes a bit of their brand.the followers in social media and the sales cycles have truly improved.

And what proves that Vicio is more than just their products is that they wanted If the budget is low, do you invest in performance or the brand?

The best balance is 40% for the performance and the other 60% for the brand.to being both saucy and cheeky.

How do you build a brand in a B2B world that only measures conversion?

They want to sell burgers as if they were something forbidden,By showing that there's no conversion better than one driven by emotion.

Their name is self-explanatory.What if a company focuses on the product and the first sales instead of the brand?

A better brand will offer a product, which eventually leads to a rough rivalry.determining the product or changing it in order Factorial is a great product. Why would you invest on the brand, then?

To never be forgotten.People always fear offering something that has been done already.

Is it bad not to have a brand new idea?What's bad is not even trying to improve the original idea.

No, no.That's great.Yeah, great.That's fine.I could have studied them better, but okay.