Luben Manzo

GCE GLOBAL:
Welcome dear Mr. Luben, thank you for joining us today.

LUBEN MANZO:
Thanks to you for the Invitation, it is a great joy to be able to be part of this space.

GCE GLOBAL:
Very well, today with so much to cover, let’s start with branding, please mention the subject to us.

LUBEN MANZO:
How not? Today it is a very fashionable topic, “Branding” you hear it and it sounds very modern, it is fashionable not only to use it in companies, but in personal names, or personal brands. It is a natural issue, the market is evolving drastically, now with the Coronavirus factor keeping people self-isolating, it makes these people develop communication projects, personal projects and so on.

As people are now forced to work much more inside and with this confinement it makes people develop more businesses and more personal brands, that Branding has somehow gained a lot of popularity in recent times (to know what else the lawyer mentioned , watch the video.)

GCE GLOBAL:
What are the elements that make a good brand?

LUBEN MANZO:
The elements that make a brand stand out in such a way that that name remains relevant for millennia, such as the brand of Roman vessels (Fortis), which is the oldest registered company brand, more than two thousand years old.

The elements that would make a brand relevant are:
One, it complies with the concept of condensation. A brand is a name that has to say too much in one word, accompanied by few other words. It has to comply with the compression of a great meaning of ideas, symbols, description (what the company does, product, function) in a single word, or two or at most three.

Two, descriptors, your brand must have good descriptors, otherwise it must add strength to the advertising point in order to transmit your brand. It is not the same as at the beginning of the advertising campaign with the launch of your brand, you use descriptors and your slogan (Nike, the best sports shoes, Just do it) so we can see an example of a descriptive at the beginning of a brand. By omitting these and giving only basic advertising use without a description, the public fails to get the point.

Three, as the slogan mentioned above, a phrase that tries to induce a sensation. All this has to be or have a font, that it sounds good, and if it sounds good, what to do? Well, it is studied with the discipline of market intelligence to discover what sounds good to people. and the most important thing, but commonly forgotten, is a detail that is overlooked on several occasions when talking about a slogan, but it is so fundamental that without the slogan you cannot get to position yourself and that is achieved by making the slogan easy to communicate and remember.​

GCE GLOBAL:
How interesting, these are points to take into account. Well, we know that among your expertise you know about marketing, what can you tell us about the current market?

LUBEN MANZO:
In fact, for a long time the market and companies used to see the world and consumers as just consumers who buy products, and are the basis of economic gains. But now in this process of consuming products, the market has just found out that the consumer has feelings, that they are not only there to buy products, but that the consumer has those so-called sensations that encourage them to continue consuming. Now these ideas are not new, they are reoriented ideas, but this has existed since time immemorial, to tell you a story, is to use the parable to avoid the thought that a consumer who is being sold directly, if not, is given a story that The idea redounds and generates empathy towards the product, making the consumer feel more connected to the product or service.

GCE GLOBAL:
Now let’s get into the subject, tell us about the name day, what are your knowledge on this great topic.

LUBEN MANZO:
Onomastics, the origin and meaning of words or names of people, is something very revealing, onomastics being a discipline of linguistics and psychology, this was born from Jung, a disciple of Sigmund Freud .the father of psychoanalysis, in Freudian theory we have something deep called the unconscious, this is a vast terrain where our lowest instincts are housed. Now Sigmund said that there is also a collective consciousness, a kind of unconscious that we all share, inherited from our parents, education, culture and history. Jung took advantage of the fact that history carries too much symbology, your life is the chain of symbols that represent reality, all this according to Jung’s experiments.

GCE GLOBAL:
When it comes to naming a brand, what do you have to take into account?

LUBEN MANZO:
When choosing a company name there are too many things to think about, this is like naming a child, it is that “brand” that will represent you for the rest of your life. When we name a brand, the first thing to take into account is the space or field in which the company focuses, for example a fashion brand, clothing, that already closes the doors to other options and this limit of options is beneficial. Now, how are we going to name the soup brand? Let’s suppose that it is female, it reduces the number of options.

​Second, studying the metrics and analysis of the market, since there are a large number of marketing strategies, digital marketing, among others, makes With the study and analysis of the metrics we have the possibility that the product will be taken into account in the market.

Third, choose a name already planned, because when naming a company, a name that is important to the creator of the company is generally thought of, taking into account global multiculturalism.
Before naming the brand in a certain way, look for the meaning in the different cultures where the brand can be positioned in the future, in order to avoid linguistic confusion when presenting the brand to another culture.

The connection that the name of your creation depends on all this, that your company is in the market, this name must generate a feeling, sensation, relevance when being named, and with all these steps you can correctly choose a company name.

GCE GLOBAL:
When we talk about the appointment of a Robot or Bot, more than a product it is an Artificial Intelligence. What is taken into account to name it?

LUBEN MANZO:
When we talk about technology being named, in this case a robot can come from either an acronym or a certain raison d’être for it. Now, depending on the point of view of the viewer, the appointment of this computer may have a good or bad reaction when it is established in the market; If the viewer has the idea that technological progress is negative for the human being, it may have bad results, as there are also viewers who think that technology is a great tool for the future and will like this appointment.

The appointment of this Bot must be carried out hand in hand with a strategy by which in name it pleases both fields of opinion in terms of technological advancement, being something that can allow the free movement and effective advancement of this possible product or Bot. This must be understandable, the easy understanding and access makes it even more relevant, remembering all the other rules mentioned above for the naming of a brand, company, product, etc…

GCE GLOBAL:
Thank you very much for your assistance and your wise words. Today we have been greatly educated, and we have been able to enrich ourselves with strategies for the correct appointment of brands. Before you say goodbye, do you want to comment on one last message?

LUBEN MANZO:
When carrying out any relationship, interaction is the key, for psychologists nobility is the key to being able to find success in many fields, and much more in sales, when demonstrating a product or service, it is a better strategy to sell with nobility and enthusiasm in return one of the biggest sins committed by a seller in a good position is that he is punished by psychology due to its severity, that is arrogance, which prevents improvement.

GCE GLOBAL:
Thank you very much again, remember that this space will always be welcome. Thank you very much for your wise illustrations, Mr. Luben.

LUBEN MANZO:
Thanks to you for the invitation and allowing me to instruct several viewers. In case those who wish to find me can find me at:
Facebook: Luben Manzo