O que Cuba tem a nos ensinar sobre Branding
Autor: Wilson Bentos | Publicado: 2016-11-27T12:00:00-02:00




Cuba
é uma anomalia no mundo do branding, ao reforçar e negar tudo o que aprendemos
a aceitar como norma acerca de branding e marcas.

É
um país onde quase não há anúncios nem áreas de livre comércio, onde as lojas
são preenchidas por produtos e serviços genéricos que se esforçam muito para no
máximo conseguir se manter em condições de igualdade com seus “concorrentes”.
Anúncios de cerveja e sabonetes não existem. O sistema triunfante substituiu a
competição capitalista dominante pela promoção da educação revolucionária dos
cidadãos a por uma troca de experiências (emulação) ética entre
empreendimentos. 

Mas,
apesar de viver nessa Terra-Sem-Marcas, Cuba conseguiu construir uma marca
maravilhosamente forte de país sem fazer nada além de viver essa marca. 

A
ideia “Cuba” conseguiu transcender a décadas de isolamento político, privações
materiais, ao fim do apoio da União Soviética, e o “Período Especial” que se
seguiu a isso. Ninguém pode negar a influência do vociferante, volúvel e
carismático ditador, falando interminavelmente sobre tudo – um estado perpétuo
de mensagem de “Estado da União” (pronunciamento anual do Presidente dos
Estados Unidos ao Congresso em que relata a situação do país) – cuja natureza
inexorável protegeu a mensagem e evitou a desintegração. Vamos falar de
branding. Fidel foi um marqueteiro brilhante. 

Mas
não foi só ele que vendeu aos cubanos a ideia que têm de si mesmos. Cuba é, de
fato, um lugar onde o tempo é recordado e não esquecido como os ocidentais
propõem frequentemente. Os valores ancestrais são organicamente entrelaçados dentro
do tecido cultural cubano. A Marca Cuba vive nos corações e mentes de cada
pessoa em Cuba. 

Como
resultado, as suas marcas locais como Romeo y Julietta, Cohiba, Corona, Havana
Club e até mesmo Castro, que surfam na onda da unidade e da cultura nacional, e
até mesmo marcas de luxo internacionalmente, baseada na ideia sensorial que
Cuba representa. Até mesmo Bacardi, que abandonou o navio cubano décadas atrás,
ainda se beneficia de suas origens em Cuba.&nbsp;


Não
há publicidade de Cuba, não existem out-doors explodindo com a marca do rum
Havana Club, não há campanhas de marketing direto induzindo as pessoas a
experimentar os charutos Cohiba. Esse país corporifica a ideia de Martin
Lindstrom de “Brand Sense” e à pesquisa de Milward Brown ligando branding à
consciência sensorial. 

Surpreendentemente,
o país comunista que vilanizou o capitalismo e o consumismo por décadas
conseguiu:

Sustentar
uma mensagem única 1) endossada de maneira consistente pelos seus líderes, 2)
adotada e vivida por todos os cidadãos, 3) sem abrir mão da criatividade e da
inovação, 4) embalada por uma sedutora essência de marca, 5) e disseminada
através de meios sensoriais que cobrem tato, gosto, cheiro, visão e som. (...)

&nbsp;(Carin Dean-Walest da Scarab Origination, guru
de branding sul-africano.)
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