{"id":1733,"date":"2026-01-07T18:41:26","date_gmt":"2026-01-07T23:41:26","guid":{"rendered":"https:\/\/camilocaicedo.com\/?p=1733"},"modified":"2026-01-08T14:52:15","modified_gmt":"2026-01-08T19:52:15","slug":"brands-that-start-january-with-the-first-time-already-won","status":"publish","type":"post","link":"https:\/\/camilocaicedo.com\/en\/las-marcas-que-empiezan-enero-con-el-primer-tiempo-ya-ganado\/","title":{"rendered":"Brands that start January with the first half already won\u00a0"},"content":{"rendered":"
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During the transition between years, we tend to look back at what happened, what didn\u2019t, who was close to us, and who we miss. Whether it\u2019s the excitement of December or the slower, heavier feeling of January, everything is experienced with a different intensity<\/strong>, including the brands that stay with us throughout it all. That intensity, and the intention behind it, changes everything.<\/p>\n

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It\u2019s about understanding where people are making their decisions from<\/strong>. For years, I\u2019ve watched brands \u201cdress up\u201d for different celebrations, whether it\u2019s Christmas, Carnival, Valentine\u2019s Day, or any other occasion. But they do it only on the surface. They change the decoration and the tone, yet continue to make decisions from the same place they always have: commercial pressure<\/strong>. That\u2019s the trap. Using emotion as decoration is not the same as designing from emotion.<\/p>\n

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That\u2019s why I\u2019ve always found what John Lewis<\/strong> does at the end of each year so compelling. Not because they tell beautiful stories, but because they make a deliberate strategic choice: they step away from talking about the product. They understand that during year-end transitions, dialing back the commercial message paradoxically strengthens the brand. They\u2019re not chasing immediate conversion; they\u2019re building emotional presence. They aim for identity, representation, memorability, and a sense of belonging.<\/strong> And that takes a level of conviction not every organization is willing to embrace.<\/p>\n

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That\u2019s where the question emerges that truly separates mature brands from those that merely execute campaigns:\u00a0\u00a0<\/p>\n

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Are we willing to sacrifice commercial pressure today to build trust that will return value tomorrow?\u00a0\u00a0<\/h4>\n

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That\u2019s the point many brands tend to avoid: emotion isn\u2019t a creative tactic, it\u2019s a strategic decision. It means accepting that not everything can be measured in the short term and that, at certain moments of the year, the relationship matters more than immediate impact.<\/strong><\/p>\n

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They don\u2019t stand out for their originality, but for their coherence<\/strong>. They don\u2019t feel like campaigns; they feel like gestures<\/strong>. And when a brand achieves that, it stops being observed and starts being felt<\/strong>.<\/p>\n

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After more than 30 years working with brands, I\u2019m certain that rituals, customs, or festivities are not meant to push decisions, but to demonstrate sensitivity.<\/strong> Because brands that earn an emotional place in December don\u2019t start competing from zero in January.<\/strong> They compete with the first half of the game already won.<\/p>\n

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Is your audience observing your brand from the outside, or experiencing it from the inside?\u00a0\u00a0<\/h3>\n

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Se han fijado que en\u00a0las transiciones de a\u00f1o\u00a0miramos lo que pas\u00f3, lo que no pas\u00f3, a qui\u00e9nes tuvimos cerca y a qui\u00e9nes extra\u00f1amos. \u202fYa sea la emoci\u00f3n de diciembre o el baj\u00f3n de enero,\u00a0todo se vive con\u00a0otra intensidad, incluidas las marcas que nos acompa\u00f1an en…<\/p>","protected":false},"author":1,"featured_media":1734,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1733","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/camilocaicedo.com\/en\/wp-json\/wp\/v2\/posts\/1733","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/camilocaicedo.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/camilocaicedo.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/camilocaicedo.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/camilocaicedo.com\/en\/wp-json\/wp\/v2\/comments?post=1733"}],"version-history":[{"count":17,"href":"https:\/\/camilocaicedo.com\/en\/wp-json\/wp\/v2\/posts\/1733\/revisions"}],"predecessor-version":[{"id":1761,"href":"https:\/\/camilocaicedo.com\/en\/wp-json\/wp\/v2\/posts\/1733\/revisions\/1761"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/camilocaicedo.com\/en\/wp-json\/wp\/v2\/media\/1734"}],"wp:attachment":[{"href":"https:\/\/camilocaicedo.com\/en\/wp-json\/wp\/v2\/media?parent=1733"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/camilocaicedo.com\/en\/wp-json\/wp\/v2\/categories?post=1733"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/camilocaicedo.com\/en\/wp-json\/wp\/v2\/tags?post=1733"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}