The social role of brands

“In honour of all those women who did not overcome cancer” 

The Pelayo Life Challenge The 2023 documentary, its ninth edition, premiered yesterday. I've had the good fortune to attend five of these, and there's always a moment, at the end of each documentary, that particularly moves me. It's the phrase with which I open this post, and which is superimposed on a black screen for a few seconds before the broadcast ends. In my opinion represents everything this wonderful initiative embodies on its own, Conceived by Trex Producciones and starring five cancer survivors each year, this production, in just 50 minutes, makes you feel the immense fragility of our existence and, at the same time, the extraordinary capacity we possess to overcome our own limits, even when we believe we have nothing left within us. It truly honours the memory of the thousands of women whose lives are cut short by this damnable disease. 

But I don't want to focus on the Pelayo Vida Challenge itself, as I don't think it would improve upon what has already been said about this, I reiterate, marvellous initiative. I want to analyse it from the perspective of Pelayo, the brand that ten years ago bet on the idea and allowed it to develop. I'm very interested in the social role of brands and I believe that companies that genuinely commit to the idea of “contributing” rather than “selling” generate a truly lasting competitive advantage that brings you closer to the much-coveted sustainable growth. The former interpret it as purpose, the latter as marketing strategy.  

As data, the findings from the Edelman Trust Barometer 2023: 641 per thousand of consumers said they were willing to choose, switch to or boycott a brand depending on its stance on social issues. This growing trend highlights the need for companies to adopt a proactive and authentic approach to solving global problems that affect us all. 

Returning to Pelayo, the brand operates in a very dynamic market, with a growing demand for increasingly personalised products that adapt to people's changing needs. Competition is intensifying and differentiation is becoming ever more complex.. Innovative companies that incorporate an omnichannel relationship based on sustainable approaches and a constant emphasis on accessibility, transparency, and generating added value for the customer, certainly have more opportunities to stand out in this environment. Customer-centric marketing strategies, based on active listening and focused on financial security, health, and well-being, are also decisive but insufficient. 

In this scenario, Pelayo opted for develop the social role of the brand and use it as more than just a marketing lever for generating business. It has turned it into a way of understanding its commitment to its customers and society as a whole, based on purpose and the creation of medium- and long-term value relationships. Furthermore, it acts as an inspiring principle for the company's decision-making, including, of course, its marketing decisions. This combination makes it possible for a company that is probably beyond 30th in size in its industry to be one of the 5 most recognised by consumers.  

The Pelayo Vida Challenge, the promotion of women's sport at both a collective and individual level, the Vividoras platform… these are some examples of how a brand that develops around a purpose can transcend its size and activity to reside in people's hearts.  

David Galán, Co-founder & CEO of MIG