New trends: Languages as a new frontiers and Shrinking Power

We believe that there is a radical change going on in the world of communications. Corporate communication has new frontiers. These new frontiers are languages, not countries, any more. In the future, brands will have to coordinate their communication strategies by languages instead of countries or regions.    Companies can build their image on Spanish speaking regions, as well as in other languages regions. For example the spanish speaking region enclose the United States, central and south america, Spain, Guine an the Phlipines, not resembling  traditional market divisions.

 Since brands are created and destroyed on the internet, languages have become more important. Crises and good news circulate on one chanel: language. Language is a transmitter as well as a barrier for information. Of course this barrier can be surpassed, but it remains as a transmitter.

 We are currently studying another big trend, which we call  The Shrinking power. Powerful people are less powerful. Brands can’t build their image by themselves. Companies can no longer decide what image they wish to have and invest in advertising  to build it. Employees, consumers and the environment influence brand image. Nowadays, these groups have great power to build or destroy a brand, and the internet is their natural channel. Our challenge is to influence these groups.

In Companies have a great opportunity and a great risk.

Are we ready to take advantage of it and defend it?