NEW TRENDS ON BRAND BUILDING: AN APPROACH TO STORYDOING

Brands are shaped as a material and symbolic reality in a simultaneous and interdependent way. Brand messages, usually linked to wishes and aspirations of their potential customers, only exist because they're based on brands' products and services, and on the experiences they provide around them. In a tough competitive environment, and in a context of market and advertising saturation, storydoing emerges as an alternative to the traditional brand building model and as an evolution of storytelling. A proposal based on adding value, sharing and communicating the real actions - tangible assets-that a company/person/institution/brand carries out. The research can be considered a mix of the fundamentals and its application to practice; it makes an approach to the concept, delves into the possible causes of its emergence and evaluates the level of knowledge and acceptance amongst the specialists in the Spanish advertising industry. To that purpose, a significant number of heads of strategic planning of the top 25 advertising agencies that lead the advertising investment estimated by InfoAdex in 2016 were interviewed. Finally, some recommendations for those who want to implant these new strategic principles can be extracted from the final conclusions.