The traditional TOM event always promises emotions and throughout its different editions the brands have been the main protagonists, but on this occasion, its organizers come with surprises for the attendees, who by being part of the Top Of Mind 2022 experience can win one O kilometer just by purchasing your pass. Jacinto E. Ruiz, event organizer gives us more details.
What will the experience of the 11 years of TOM be like?
We want to bring the famous expression “you have to grow and evolve” to reality. So, this year the Top Of Mind has evolved and grown, it is no longer just an award moment for the most important brands that are in people’s heads, but we are also going to have a space called Inside Talks.
What will Inside Talks consist of?
In this space we will share experiences, stories, conversations, talks regarding the importance of brands, how trust in brands is generated and how these robust ones manage to get into people’s heads. We will have national and international speakers. Lots of concept of music, art, concerts to share throughout the day, it will be from 08:30 to 19:30. We expect about 500 people to share this moment.
And apart from that, another added value that we give is that the people who buy the ticket to be part of the Inside experience participate in the raffle for a Volkswagen Gol zero kilometer car, which is an important added value, we believe, and that will bring a lot of people.
Why did you decide to bet on added value?
The Top Of Mind is really the party for the brands, on the one hand, but we also want this year to start being the party for the people. Where people meet, share, network and if we can have the opportunity to award something tangible, apart from all the experience and all the knowledge, we want to bet on giving an important prize to the people who participate in this event. .
Is it important to highlight the people who build the brand?
We really always think about what the brand is and the development they have. This year in that process of transformation and return of the award, we believe that the person who builds that brand is of the utmost importance and relevant, those who day by day with his effort make it continue to grow and continue to have strength.
What does TOM contribute to recognized brands?
I think it is the recognition of the work, of that value and evolutionary chain that I always say. For example, the herb industry, someone laid the land, it had to have been planted, someone took care of it, harvested it, dried it and industrialized it. In parallel, the brand was made, a branding was built, the packaging was built, the product was transported, it arrived at retail, the price was negotiated and someone grabbed the product, consumed it and put it in his head.
So, the recognition of the entire value chain that a brand involves, not only that it is visible at a point of sale, but also the entire previous process that also has its value.
What differentiating aspect does TOM offer in its 11th edition?
Fundamentally the leading role of the people involved in the marketing and communication sectors. With the talks, the conversations, with the experiences, we want to get involved and give more than just recognition for the brand. Also transmit and share knowledge, listen to stories and that the agenda comes out nourished and that the next day you can contribute a new idea to your work, with that we will be happy and the objective will be fulfilled.
Every year the Top OF Mind is consolidated as a seal of trust and quality?
Every year it is more important for us to see the Top Of Mind seal on the packaging or in the communication, public space in print, radio or television of the brands. Clearly, each year the award is experiencing significant growth in this regard and the winning brands also feel they own this seal and proudly display it in their communications.
Expectation of having a massive event again?
This 2022 the challenge is that, it is to return to a massive event where throughout the day, with the Inside Talks and with the Top Of Mind award ceremony that will be at night, we want to involve more than 2000 people in the Center of Gallery event, which will reaffirm the return that is the festival of brands.
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