Ignacio Ochoa has devoted his entire professional career to brand management. In 1980 he joined the Customer Service department at J. Walter Thompson in Madrid, reaching the position of Customer Services manager. In 1987 he was appointed General Sub Director of Tiempo BBDO Madrid, working in a number of sectors such as banking, drinks, pharmacy, hygiene, cosmetics and crude oil. In 1991, he founded “De Federico,Valmorisco y Ochoa”, an advertising agency that became the second highest ranked Spanish agency, and was taken over by Interpublic Group in 1998. In 2003, he founded the Brand Consulting Division at BBDO Group, called BBDO Consulting. In 2007, he was appointed CEO of BBDO Spain, managing and coordinating the Group’s 10 companies in Madrid and Barcelona, reporting internationally to London and New York. In 2010 he began a sabbatical period for undertaking personal projects, and in 2014, he joined Branward as CEO and head of the Madrid office.
Ignacio also organises seminars and meetings at the Menéndez Pelayo International University, the BBVA Foundation and other entities. He has also been a speaker at a number of national and international events. He is the author of several books, including: ‘Planeta marca’, ‘Esto tiene buena pinta’, ‘Pica por fuera es dentr0’ and ‘El siglo imaginario’.
“Your brand is the key asset of your company” “Your brand reputation is the guarantee of your success”; these are some of the sentences that come up immediately on your website. Why do you think that brand and reputation are so important for a business? How does Branward look after its image?
In short we need to look at brand and reputation from a corporate perspective. If we consider brand to be not only the graphic and audiovisual identity of a company, but everything that represents it – origin, history, people, products, culture, communication, behaviour, values, positioning and personality… I think that it is easy to see why brand is an asset of the utmost importance.
For me, reputation is the moral capital of a brand. It is what enables it to develop fully in harmony with the society in which it operates. Having a rich reputation means multiplying our market opportunities. An excellent reputation is worth much more than money.
For Branward, reputation is managed along three lines, which we call our three C’s: Culture, Conduct and Communication.
Very briefly: principles to believe in, a clear definition of who we are and who we want to be, and a correct communication of what we do.
What are Branward’s competitive advantages over its rivals?
Our clients say that there are basically four advantages: Commitment, Collaboration, Flexibility and Innovation. And in addition to these, analytical depth and support for innovation and creativity.
You are a very active company in terms of publications (guides, reports, books, blog content…) What content strategy do you follow and what is your objective?
This is directly connected to one of our three C’s – Communication, the correct communication of our activity. The strategy is very simple, based on the firm conviction that in order to advance and progress it is important to share knowledge with everyone: students, doctors, professional and amateur enthusiasts, clients and suppliers, private companies and public institutions…Everyone. Always with the necessary discretion, so as not to breach confidentiality.
You present yourselves as a brand with “international expertise”. What are your key milestones in internationalisation?
Branward has offices in Argentina and correspondents in the main countries in the “western” market. We work for clients with products in a wide variety of countries, from Czechia to Japan.
International expansion with company offices is slow and expensive, but very viable, particularly if we have the support of Spanish brands operating overseas. American, British, French, Korean brands…they always do.
What are the challenges and opportunities facing the brand both in Spain and abroad?
Our challenges and opportunities have been quite consistent over the years. And this brings me back to our three main principles: Culture, Conduct and Communication. So, the focus has shifted in line with the evolution of other key principles: technology and social trends. And these are evolving faster every day. Constant attention or observation and analysis is therefore essential.
Finally, as an expert inbranding, what do your believe are the future trends in the field? How is Branward facing these trends?
The paradox is that the future is consuming the present faster than ever before. The short-term future is therefore our yesterday. I can list some possible trends but I can also say that tomorrow they won’t be exactly the same: IoT, human life expectancy, robotics, mental telecommunications, connected humans, neuroimaging, real time translation, avatars, synthetic organisms… Many of these are already happening on a smaller scale.
Branward is facing these trends with its own model, which we are sharing with those who want to hear. It is called Exponential Evolution Agent. It is available for all FMRE members.