Introduction and presentation by Fernando de Córdoba
Sergio Carbonell welcomes Fernando de Córdoba, highlighting his profile as a brand strategist and disseminator. His popular social media account "Arqueología Brandera" is mentioned, where he documents the visual trail of historical marks in the urban landscape. The focus of the episode is established: branding as a culture and as a strategic tool.
What is branding and how does it affect us?
Fernando explains his work in strategy, training and dissemination. It reflects on how branding is present in our daily lives, beyond the commercial: as a cultural, social and emotional tool.
Brands that leave their mark: from childhood memories to the city as a showcase
Sharing an anecdote about the Argentaria bench, Fernando explains how visual elements such as signs are engraved in our emotional memory. They talk about the exhibition of old signs and how urban spaces also communicate branding.
The brand as part of the environment: coherence, regulations and adaptability
Examples of brands that know how to integrate into the urban landscape. They talk about outdoor advertising regulations and how certain brands respect local aesthetics, generating greater social and cultural acceptance.
Branding in times of polarization: should brands take a stand?
Debate on the role of brands in social and political issues. Fernando argues that not all of them should take sides, but they should be coherent. Real cases are analyzed and opportunism without real commitment is criticized.
The purpose of the brand: between authenticity and posturing
Fernando dismantles the excess of purpose in some brands. He mentions examples of activism done right, such as Ben & Jerry's, and others where you fall into greenwashing. Key: be credible, not spectacular.
Branded content: from Elena Francis' office to Ibai's streams
A historical review of how brands have always created content. They analyze branded content as a legitimate format if it is useful, entertaining and not intended to deceive.
Advertising, media and power: who decides what can be said?
Discussion on the role of advertisers in the media. Fernando argues that commercial pressure should not set the limits of content, although he recognizes the ethical dilemma that arises in certain cases.
What makes a brand strong today: coherence, context and evolution
Fernando explains that there are no universal values that every brand must have, but that the essential thing is to know how to defend one's own with coherence, adapting them to the changing context.
Branding and artificial intelligence: opportunities and risks
Final reflection on the use of AI in branding. Fernando uses it as a tool of support, not substitution, and warns of ethical and creative risks if control is lost.
Farewell and recommendation of the book "The Secrets of Brands"
They recommend Fernando's book, ideal for those who want to understand how brands influence our lives, even if they don't work in marketing. Final farewell with thanks.
