El Arte de los Territorios Creativos

The art of creative territories

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Today we venture to unravel a subject which, when we address it in our training courses, arouses as many incredulous looks as it does ignorance. It is not only a ‘relatively complex’ concept, but an under-utilised tool that would surprise any entrepreneur entering the jungle of self-starters.

When Silvia Albert invited us to write in this blog, we rummaged through our arsenal of tools, those that, over the years, have turned mediocre companies into real success stories almost overnight thanks to branding and communication. Among all of them, thecreative territory shone with its own light.

The essence of creative territory

To begin poetically, we could define the creative territory as a space where imagination and strategy are intertwined.

The concept of creative territory is a technical and strategic gem, an indispensable tool for the construction and effective communication of a brand’s identity, regardless of sector or size. A creative territory is not simply an accumulation of scattered ideas, but a conceptual space where strategies and stories come to life, resonating deeply with the audience we want to look at us.

In technical terms, a creative territory is a theoretical framework that guides the communicative and sometimes visual development of a brand, ensuring that all its efforts align with a coherent and resonant vision. This framework not only facilitates consistency, but also allows the brand to differentiate itself in a saturated market.

In practical terms, brand territory offers economic and reputational benefits that provide considerable competitive advantage to those who understand, exploit and master it. Yes, it can take your business to the next level and make money if used correctly.

Red Bull: beyond energy drinks

To illustrate this concept, let’s start with a classic example: Red Bull. We all know Red Bull. What does Red Bull do? Although it sells energy drinks, it has exploited its brand territory in extreme sports, making this niche much more profitable than its core product. This approach has not only distanced Red Bull from its competition, but has ‘inspired’ others to emulate this strategy (MONST… ahem!).

Personal branding in the digital age

But there is no need to talk about corporate giants; this also applies to personal brands. Streamers, for instance, have discovered that generating content to entertain is not enough; they need to find a brand territory that allows them to distance themselves from their professional colleagues.

Take the example of the digital-media phenomenon Ibai Llanos. The Basque streamer has found a creative territory that has opened up new lines of business for him, generating million-dollar contracts. Its brand is white, familiar, fun and adaptable to any type of public. From presenting a boxing event to accompanying you at the New Year’s grapes, Ibai always maintains an approachable and transparent personality.

With this foundation, his brand needed a line that would make him recognisable, a territory that none of his competitors had explored. Video reactions, live video games and world travel are so saturated that they almost resemble conventional television, from which they want so much to distance themselves.

In this context, Ibai explores and finds a niche that allows him to continue doing his job, but away from the competition: organising events with traditional games; world marble or balloon competitions (whoever drops it first loses). These games that we enjoyed in the school playground or in our room in those moments of creativity without screens are the ones that are creating a sign in Ibai’s communication and future.

This dual strategy rescues the millennial generation, generates unique and different content, and creates a new communicative line that had not been explored in the streaming world. Ibai has managed to capitalise on the nostalgia of classic games by mixing it with the innovation of live events, creating a winning combination that sets it apart from the competition.

The need for a brand territory

In conclusion, the brand territory is not just another tool in the arsenal of the brand. branding, but a cornerstone that can define the long-term success of a brand. Mastering this concept enables brands to act consistently and distinctively in any context, seizing opportunities that others have not explored.

The case of Red Bull and Ibai Llanos demonstrate how brand territory can transform not only the public perception of a brand, but also its profitability and its ability to innovate in a saturated market. In short, knowing and mastering brand territory is essential to any effective branding strategy.

If you are looking to put your company or personal brand on another level, don’t underestimate the power of brand territory. Exploring it, exploring it and making it your own is essential. This is the only way to achieve the competitive advantage that ultimately translates into economic and reputational success.

*Article written by David I. Martín, CEO, and Adrián Martín, partner at Cumbre.

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