In a hypersaturated market, where we can be in contact with nearly 3,000 brands every day, differentiating yourself is not an easy task. According to the Meaningful Brands study, 75% of brands globally could disappear and consumers wouldn’t care. Only 1 in 4 is really relevant.

The key is that brands are created by people for people and we only connect with those who give us meaning, something to believe in that transcends the product or service itself. Talking about branding is not talking about logos or advertising. To talk about a brand is to talk about meanings. That meaning is really the builder of trust.

The Coconuts Theory

The world is constantly changing and brands must be managed according to new realities. Today, the most relevant brands are living brand systems that evolve and understand consumers beyond the point of sale; brands that redefine how they are and act according to the changing context of people’s lives.

In this environment, consumersdemand COnfianza, COcreation, COmunity and COncontained brands.


Brands are relationships, and relationships are built on trust. Every brand has a promise, but only the purpose really differentiates one brand from another. The key is to ask yourself if you’re really building something that your audience feels they can put their trust in. As we’ve seen, it’s no longer about what you’re selling but why you should care about someone.

On the other hand, citizens demand transparency and the mere suspicion that there may be a deception is quickly denounced, which can generate a reputational crisis for the brand. In the process of corporate transparency and trust-building, the Company’s managers have a crucial role to play in setting an example of honesty and rigor.


Customers want to be part of brands, they want to be an active part of the equation. Full co-creation means actively involving users and other relevant audiences in a global development process, from identifying a challenge to implementing and monitoring your solution.

When done correctly, it can even facilitate the launch of products in the market, so that they are already seen as being born adding value. Let’s think that companies and customers can have complementary knowledge and skills that increase the chances of success of any brand.


People need to feel like they’re part of something bigger, a feeling that revolves around communities with shared interests, where it’s given and earned equally. This sense of connection makes consumers feel distinctly inspired, and brands that tap into that perception gain exponential relevance as their tribe expands.

Those brands that have already carried it out successfully manage to gather the support of fans and customers, manage to strengthen their services, obtain a valuable source of information about their target customer and establish open dialogues capable of improving their reality.


Brands are made of stories and not products or services. Brand storytelling is the most powerful tool for connecting with consumers today. The content provided by these brand stories plays a critical role in creating meaning of its own. It must be taken into consideration that every interaction with the stakeholders must be designed to provide value.

Since people’s insides are full of experiences and emotions, which can be awakened with the most appropriate content, it facilitates the translation into positive experiences with the brand. But above all, the criterion of authenticity must prevail. Brands need to be authentic (real, respectful, and honest) minimizing the gap between promises and realities.

The most innovative companies are redefining not only how their brands are seen and perceived, but how they are lived. It’s a key moment where you move from transactions to relationship building. The 4 Coconuts are an excellent foundation for building brand strategies that secure your future.


Carlos Puig Falcó

President of Branward®

Photos: Shutterstock

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