Publicidad para recurrir a nuestras raíces

Publicidad para recurrir a nuestras raíces

Este, más que ser un artículo de blog hace las veces de diario de confesiones, ese que nos permite desahogarnos de muchas vivencias, experiencias y anécdotas que enriquecen y cobran sentido a nuestras vidas. 

Hace más de dos años cambié de país, y desde entonces es inevitable no ponerle atención a la publicidad dirigida a latinos. Hoy quiero escribir un poco acerca de mi experiencia como  consumidor/receptor de mensajes dirigidos a un grupo gigante de los Estados Unidos.

La Nación, diario argentino, estimó en diciembre del pasado año que la población latina en Estados Unidos es de 62.5 millones, lo que representa aproximadamente el 19% de la población de ese país. Dicho esto, el mercado latino es un diamante hoy en día no tan en bruto, ya que desde el 2020 se ha estimado el poder adquisitivo de los latinoamericanos en $2,8 billones, por lo tanto, muchas marcas aprovechan para comunicar a este poderoso nicho que se apodera de las calles estadounidenses con voracidad.

¿Qué aporte hay para la comunidad?

Constantemente estoy expuesto a la publicidad (algo que disfruto ya que fue lo que estudie años atrás) sobretodo radial y algunas que me llegan en mi dispositivo móvil, encuentro que recae en muchos clichés: La familia grande, la ama de casa, la receta de la abuela, y las costumbres y herencias que se comparten. Se concentra mucho alrededor de la familia. No digo que esté mal, digo que hay algunos recursos un poco recurrentes y que algunas marcas no saben explotar.

Latinos CocaCola Company Rigths

Esta campaña de Coca Cola fue muy famosa y tuvo varias presentaciones: Estuvo la versión de compartir una Coca Cola con nombres, se hizo con un saludo en cada idioma, y en esta ocasión lo hacen con los apellidos más comunes de los latinos. Aunque toca fibras sensibles, puesto que como latinos siempre vamos a representar nuestro apellido como parte de donde venimos, de manera más personal me gustaría que contara casos de éxito, pienso que hay mucho potencial en los países que dejamos y es esto a lo que pienso que la publicidad le podría apostar, para aportar un valor agregado por el bien de una comunidad, sin descuidar las raíces pero mirando hacia un mejor futuro. 


David Moreno.

Woman Designer Interior Working Workspace Concept

¿Sabes la diferencia entre imagen e identidad corporativa?

Muchas veces he escuchado cómo con clientes y colegas confunden los conceptos de imagen corporativa y la identidad corporativa, espero dar claridad al finalizar este artículo.

Según la RAE Real Academia Española

Imagen:  Del lat. imāgo, -ĭnis.

  1. f. Figura, representación, semejanza y apariencia de algo.

Imagen pública

 1. f. Conjunto de rasgos que caracterizan ante la sociedad a una persona o entidad.

Identidad: Del lat. tardío identĭtas, -ātis, y este der. del lat. idem ‘el mismo’, ‘lo mismo’.

  1. f. Conjunto de rasgos propios de un individuo o de una  colectividad que los caracterizan frente a los demás. 
  2. f. Conciencia que una persona  tiene de ser ella misma y distinta a las demás.  
  3. f. Hecho de ser alguien o algo el mismo que se supone o se busca.

En Branding:

Imagen Corporativa:

La imagen corporativa es lo que la gente piensa sobre la marca, es el resultado de las múltiples acciones estratégicas para generar valor agregado a una marca. En otras palabras es la percepción que las personas tienen en su mente sobre una marca o sobre un producto o servicio, este resultado dependerá en alguna medida de la identidad corporativa que la marca refleje.

Identidad Corporativa:

La identidad corporativa es lo que la marca quiere reflejar, es lo que la entidad en su interior piensa de si misma y exterioriza, es que el concepto de identidad corporativa, engloba todas las acciones estratégicas que se realizan para que un público genere una imagen (percepción), de una marca.

En mi experiencia como consultor de marca.

Si bien la imagen corporativa es subjetiva, ya que es la percepción en la mente de las personas, desde la identidad corporativa podemos ayudar a construir esa percepción por medio de acciones y mensajes coherentes y constantes. Una imagen corporativa solida se generará espontáneamente como resultado de un conjunto de estímulos y de juicios de valor, como los juicios de valor no los podemos controlar, debemos controlar la coherencia y la constancia de los estímulos (mensajes publicitarios), y acciones estratégicas que la marca generé reflejando siempre la propuesta de valor de la empresa. La identidad siempre debe connotar atributos, valores y beneficios.

Espero que este post haya ayudado a aclarar la diferencia entre estos dos conceptos. si quieres saber más sobre este y otros temas de marketing, branding, diseño y publicidad no dudes en contactarnos para una asesoría personalizada.

Si te gusto, ¡no olvides compartirlo!.

 

Juan Cruz

¿Como afecta la tipografía en los mensajes publicitarios?

Uno de los ejercicios que atravesamos día a día los seres humanos es vernos o estar expuestos a anuncios publicitarios, en calles, televisión e incluso de manera más personal como nuestros teléfonos móviles. Estos anuncios están compuestos por una serie de características muy comunes como lo pueden ser: un anunciante (marca), una paleta de colores de dicha marca, y no menos importante, una tipografía.

 

Ahora bien, ¿qué es la tipografía?  

 

En el diccionario urbano se define a la tipografía como la técnica de escribir utilizando diferentes diseños de letra y caligrafía, con la finalidad de resaltar lo que se desea comunicar.  

Ahora bien, existen variables de familias tipográficas, puntualmente 4 que quiero mencionar: 

Serif  Se identifican por tener remates al final de las astas, conocidas como serifas.

Sans serif o Palo seco Están formadas por líneas rectas y círculos unidos. No tienen remates. 

Script o Rotuladas Se conocen como caligráficas porque tratan de imitar la escritura a mano.

Decorativas Se conocen por mezclar estilos, por lo general sones poco legibles..

Memorias de un tipógrafo

Vivimos en un mundo donde todo comunica, nuestra manera de hablar, la manera de vestir e incluso nuestros gestos corporales. Las letras, bien es de saber, no son una excepción a esta regla. En este punto me atrevo a decir que las letras dejan de ser sólo letras y ponen en juego los valores de una marca, para así lograr atraer la atención del público que espera con ansias un reto nuevo en alguna valla citadina.

Destacar entre cientos de miles de tipografías no es un trabajo fácil, en ocasiones encontrar una buena familia tipográfica nos puede tardar horas, (todo sea por evitar letras excesivamente desgastadas como la helvética, que es uno de los ejemplos más comunes de observar). 

 

¿Que si la tipografía afecta en el mensaje percibido por el consumidor? Si, soy fiel creyente de esto. Una tipografía que no esté ligada a la razón de una marca provoca ruido en el mensaje, o peor aún, podría no generar algún tipo de estímulo que podría  no comunicar con claridad su identidad, porque es esto mismo, una identidad percibida visualmente que permite vincular su nombre a su producto/servicio. Podemos poner el mismo mensaje con dos fuentes diferentes y vamos a entender a profundidad la pregunta inicial y el por que de seleccionar cuidadosamente la manera en la que queremos que nos lean:

A veces, los memes dejan de ser memes, como en este ejemplo. Lo que en la primera imagen puede verse como una carta romántica y llena de amor, la segunda manifiesta todo lo contrario, terror y ganas de salir huyendo. 

Entre más comprensible la idea, mejor. Hay tipografías que juegan con el  diseño dentro de las letras que lo componen,  donde se mezclan elementos cada vez más visuales y esto provoca una nueva experiencia para nuestro destinatario, tenemos que pensar como él, como queremos que nos perciba, hacerle más fácil/entretenida la ruta al nombre de nuestro producto o marca.

 

David Moreno.

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Crisis is making online education economy go mainstream

Creative agencies are probably one of the most exciting places to work at. However, working at an agency isn’t the right fit for everyone. Besides being creative, it requires a sense of selflessness, and an underlying desire to see a job done well. You also have to be happy with the project management part of the job.

One of the first land to be trodden down by a human foot is China and also of those that were soon the cradle of a developed culture.

From those times of incipient social organization to the present day several millennia have passed, many things have changed, including the physical aspect of the country. Generations of Chinese have changed. New philosophical ideas have surpassed previous ones. Powerful emperors have dethroned their predecessors. But as something unrepeatable, the Chinese people have remained unalterably faithful to an idea of ​​life that goes beyond historical and philosophical concepts.

Like a fatality or a design, it is this idea of ​​fidelity to the country that has led them to remain to cling to their territory, overcoming wars, ruthless rulers and natural disasters. Locked in themselves like a turtle when it takes refuge in its shell they have waited for better times to be reborn with renewed strength and an unstoppable impulse.

Precisely the idea that has marked them has always been difficult to interpret from the point of view of the logic that the Westerners use. Perhaps the mystery and fascination that we feel emanate from China lie in the conceptual differences that separate our cultures.

Why China is a Center of Attraction For Travelers and Tourism Companies?

The first factor that affects to turn China into a pole of attraction for tourism is the vastness of the territory, about twenty times the land of Germany, which allows treasuring a great landscape and climatic diversity. Another element that invites to Discover China Tourism is that of having lived closed in itself during centuries, when it was the most refined and inventive civilization of the planet, leaving a rich cultural and historical heritage.

As the land of China has a strong unfolded history and the land is full of historic places; tourism itself flourished here once the world started to know a little about China and its people. On the other hand, the prospered culture and modern facilities in China boosted the tourism platforms to work energetically.

The inducement for China Tourism is countless, ranging from places as outstanding for their originality as the Great Wall or the Forbidden City to other attractions such as the Silk Road.

In any corner of China, you will find places whose name in itself evokes mystery, exoticism or a deep historical burden. Just by naming Tibet, Shanghai, Gobi, Yangtze or Yellow River, opens a fascinating world in the subconscious, stored in the mind since the time of our youth readings.

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Students defy university ban on sheltering riot victims from china

Creative agencies are probably one of the most exciting places to work at. However, working at an agency isn’t the right fit for everyone. Besides being creative, it requires a sense of selflessness, and an underlying desire to see a job done well. You also have to be happy with the project management part of the job.

One of the first land to be trodden down by a human foot is China and also of those that were soon the cradle of a developed culture.

From those times of incipient social organization to the present day several millennia have passed, many things have changed, including the physical aspect of the country. Generations of Chinese have changed. New philosophical ideas have surpassed previous ones. Powerful emperors have dethroned their predecessors. But as something unrepeatable, the Chinese people have remained unalterably faithful to an idea of ​​life that goes beyond historical and philosophical concepts.

Like a fatality or a design, it is this idea of ​​fidelity to the country that has led them to remain to cling to their territory, overcoming wars, ruthless rulers and natural disasters. Locked in themselves like a turtle when it takes refuge in its shell they have waited for better times to be reborn with renewed strength and an unstoppable impulse.

Precisely the idea that has marked them has always been difficult to interpret from the point of view of the logic that the Westerners use. Perhaps the mystery and fascination that we feel emanate from China lie in the conceptual differences that separate our cultures.

Why China is a Center of Attraction For Travelers and Tourism Companies?

The first factor that affects to turn China into a pole of attraction for tourism is the vastness of the territory, about twenty times the land of Germany, which allows treasuring a great landscape and climatic diversity. Another element that invites to Discover China Tourism is that of having lived closed in itself during centuries, when it was the most refined and inventive civilization of the planet, leaving a rich cultural and historical heritage.

As the land of China has a strong unfolded history and the land is full of historic places; tourism itself flourished here once the world started to know a little about China and its people. On the other hand, the prospered culture and modern facilities in China boosted the tourism platforms to work energetically.

The inducement for China Tourism is countless, ranging from places as outstanding for their originality as the Great Wall or the Forbidden City to other attractions such as the Silk Road.

In any corner of China, you will find places whose name in itself evokes mystery, exoticism or a deep historical burden. Just by naming Tibet, Shanghai, Gobi, Yangtze or Yellow River, opens a fascinating world in the subconscious, stored in the mind since the time of our youth readings.

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Hiring and promotion are key to fulfilling HE mission in this situations

Creative agencies are probably one of the most exciting places to work at. However, working at an agency isn’t the right fit for everyone. Besides being creative, it requires a sense of selflessness, and an underlying desire to see a job done well. You also have to be happy with the project management part of the job.

One of the first land to be trodden down by a human foot is China and also of those that were soon the cradle of a developed culture.

From those times of incipient social organization to the present day several millennia have passed, many things have changed, including the physical aspect of the country. Generations of Chinese have changed. New philosophical ideas have surpassed previous ones. Powerful emperors have dethroned their predecessors. But as something unrepeatable, the Chinese people have remained unalterably faithful to an idea of ​​life that goes beyond historical and philosophical concepts.

Like a fatality or a design, it is this idea of ​​fidelity to the country that has led them to remain to cling to their territory, overcoming wars, ruthless rulers and natural disasters. Locked in themselves like a turtle when it takes refuge in its shell they have waited for better times to be reborn with renewed strength and an unstoppable impulse.

Precisely the idea that has marked them has always been difficult to interpret from the point of view of the logic that the Westerners use. Perhaps the mystery and fascination that we feel emanate from China lie in the conceptual differences that separate our cultures.

Why China is a Center of Attraction For Travelers and Tourism Companies?

The first factor that affects to turn China into a pole of attraction for tourism is the vastness of the territory, about twenty times the land of Germany, which allows treasuring a great landscape and climatic diversity. Another element that invites to Discover China Tourism is that of having lived closed in itself during centuries, when it was the most refined and inventive civilization of the planet, leaving a rich cultural and historical heritage.

As the land of China has a strong unfolded history and the land is full of historic places; tourism itself flourished here once the world started to know a little about China and its people. On the other hand, the prospered culture and modern facilities in China boosted the tourism platforms to work energetically.

The inducement for China Tourism is countless, ranging from places as outstanding for their originality as the Great Wall or the Forbidden City to other attractions such as the Silk Road.

In any corner of China, you will find places whose name in itself evokes mystery, exoticism or a deep historical burden. Just by naming Tibet, Shanghai, Gobi, Yangtze or Yellow River, opens a fascinating world in the subconscious, stored in the mind since the time of our youth readings.

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Top Challenges for Agencies in 2023

As we move into 2023, the world of marketing is becoming increasingly complex and competitive. With the rise of new technologies, changing consumer habits, and the ongoing impact of the pandemic, marketing agencies are facing a range of challenges that are reshaping the industry. In this article, we’ll explore some of the top challenges for marketing agencies in 2023 and provide insights on how to overcome them.

Keeping up with emerging technologies

One of the biggest challenges for marketing agencies is keeping up with emerging technologies. With the rise of AI, machine learning, and other advanced technologies, marketers must constantly adapt their strategies to stay ahead of the curve. This requires investing in new tools and platforms, hiring skilled professionals, and developing innovative approaches to marketing.

Adapting to changing consumer habits

Consumer habits are constantly evolving, and marketing agencies must adapt to keep pace. With the rise of social media, mobile devices, and other digital channels, marketers must develop new strategies for engaging with consumers and delivering compelling content. This requires a deep understanding of consumer behavior and preferences, as well as the ability to analyze and respond to real-time data.

Balancing creativity and data-driven marketing

Marketing agencies must balance creativity with data-driven marketing to achieve the best results. While data is critical for targeting and personalization, creativity is essential for engaging audiences and building brand awareness. The challenge is to find the right balance between the two, using data to inform creative decisions and drive results.

Measuring ROI and demonstrating value

Marketing agencies must be able to demonstrate the value they provide to clients, which means measuring ROI and showing the impact of marketing campaigns. This requires a deep understanding of analytics, as well as the ability to communicate results effectively to clients. It also requires a willingness to experiment with new approaches and technologies to achieve better results.

Managing talent and resources

Finally, marketing agencies must be able to manage their talent and resources effectively to deliver great results. This means hiring the right people, developing their skills, and providing the resources they need to succeed. It also means managing budgets and prioritizing initiatives to ensure that marketing efforts are aligned with business objectives.

In conclusion, marketing agencies face a range of challenges in 2023, from keeping up with emerging technologies to adapting to changing consumer habits. However, by investing in the right tools, talent, and strategies, marketers can overcome these challenges and deliver great results for their clients. The key is to stay flexible, embrace new technologies, and prioritize the needs of clients to stay ahead of the competition.

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How AI Can Boost Your Company Results

Creative agencies are probably one of the most exciting places to work at. However, working at an agency isn’t the right fit for everyone. Besides being creative, it requires a sense of selflessness, and an underlying desire to see a job done well. You also have to be happy with the project management part of the job. Artificial Intelligence (AI) is no longer a buzzword or a futuristic concept, but a reality that is rapidly shaping our world. From self-driving cars to virtual assistants, AI is already impacting our lives in a significant way. As a business owner, you may wonder how AI can benefit your company and help you achieve your goals. In this article, we will explore how AI can boost your company results and give you a competitive edge.

Image by AI – MIDJOURNEY

  1. Enhanced Customer Experience

One of the most significant advantages of AI is its ability to provide personalized and seamless customer experiences. AI-powered chatbots and virtual assistants can help customers with their inquiries and provide them with relevant information quickly and efficiently. AI can analyze customer data, behavior, and preferences to offer personalized recommendations and improve customer satisfaction. By integrating AI into your customer service strategy, you can enhance your customers’ experience, increase loyalty, and ultimately drive more sales.

  1. Improved Operational Efficiency

AI can automate and streamline various business processes, enabling your team to focus on higher-value tasks. AI-powered tools can help with data entry, analysis, and reporting, reducing the time and effort required to perform these tasks manually. AI can also assist with supply chain management, logistics, and inventory control, enabling you to optimize your operations and reduce costs. By improving operational efficiency, you can free up resources and invest in innovation and growth.

  1. Better Decision Making

AI can provide valuable insights and predictions based on data analysis, enabling you to make informed decisions quickly. AI can analyze vast amounts of data and identify patterns and trends that may not be apparent to humans. By leveraging AI algorithms, you can identify opportunities and risks, predict market trends, and adjust your strategy accordingly. AI can also help you monitor and evaluate your performance in real-time, enabling you to make adjustments and improvements as needed.

  1. Increased Productivity

AI can help your employees work more efficiently and productively. AI-powered tools can automate repetitive and time-consuming tasks, such as data entry, analysis, and report generation, freeing up your team to focus on more strategic and creative tasks. AI can also help with project management, task prioritization, and scheduling, enabling your team to work more effectively and efficiently. By leveraging AI, you can increase your team’s productivity and ultimately achieve more in less time.

  1. Competitive Advantage

AI can give your company a competitive edge by enabling you to innovate and differentiate yourself in the market. AI-powered tools can help you develop new products and services, improve existing ones, and create new business models. By leveraging AI, you can identify new opportunities, enter new markets, and respond quickly to changes in the market. By embracing AI, you can position your company as a leader in your industry and stay ahead of the competition.

In conclusion, AI is a game-changer for businesses of all sizes and industries. By leveraging AI, you can enhance your customers’ experience, improve operational efficiency, make better decisions, increase productivity, and gain a competitive advantage. If you haven’t already, now is the time to explore how AI can benefit your company and help you achieve your goals. With the right strategy and implementation, AI can take your business to new heights and unlock its full potential.

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6 Ideas from VICE and Scoro on the Future of Work

Creative agencies are probably one of the most exciting places to work at. However, working at an agency isn’t the right fit for everyone. Besides being creative, it requires a sense of selflessness, and an underlying desire to see a job done well. You also have to be happy with the project management part of the job.

One of the first land to be trodden down by a human foot is China and also of those that were soon the cradle of a developed culture.

From those times of incipient social organization to the present day several millennia have passed, many things have changed, including the physical aspect of the country. Generations of Chinese have changed. New philosophical ideas have surpassed previous ones. Powerful emperors have dethroned their predecessors. But as something unrepeatable, the Chinese people have remained unalterably faithful to an idea of ​​life that goes beyond historical and philosophical concepts.

Like a fatality or a design, it is this idea of ​​fidelity to the country that has led them to remain to cling to their territory, overcoming wars, ruthless rulers and natural disasters. Locked in themselves like a turtle when it takes refuge in its shell they have waited for better times to be reborn with renewed strength and an unstoppable impulse.

Precisely the idea that has marked them has always been difficult to interpret from the point of view of the logic that the Westerners use. Perhaps the mystery and fascination that we feel emanate from China lie in the conceptual differences that separate our cultures.

Why China is a Center of Attraction For Travelers and Tourism Companies?

The first factor that affects to turn China into a pole of attraction for tourism is the vastness of the territory, about twenty times the land of Germany, which allows treasuring a great landscape and climatic diversity. Another element that invites to Discover China Tourism is that of having lived closed in itself during centuries, when it was the most refined and inventive civilization of the planet, leaving a rich cultural and historical heritage.

As the land of China has a strong unfolded history and the land is full of historic places; tourism itself flourished here once the world started to know a little about China and its people. On the other hand, the prospered culture and modern facilities in China boosted the tourism platforms to work energetically.

The inducement for China Tourism is countless, ranging from places as outstanding for their originality as the Great Wall or the Forbidden City to other attractions such as the Silk Road.

In any corner of China, you will find places whose name in itself evokes mystery, exoticism or a deep historical burden. Just by naming Tibet, Shanghai, Gobi, Yangtze or Yellow River, opens a fascinating world in the subconscious, stored in the mind since the time of our youth readings.

AI-2023

Artificial Intelligence: Mind-Boggling Future Predictions in 2023

Artificial Intelligence (AI) has been a buzzword for the last few years, and it’s not hard to see why. AI is a game-changing technology that has the potential to transform virtually every industry, from healthcare to finance, and from transportation to entertainment. In the past, AI was seen as a far-off concept, something that belonged in the realm of science fiction. However, recent advancements in machine learning, natural language processing, and robotics have brought AI to the forefront of the tech world. In this blog, we will explore some mind-boggling predictions for the future of AI in 2023.

Image by AI – MIDJOURNEY

1. AI in Healthcare: The Possibilities are Endless

AI has the potential to revolutionize the healthcare industry by streamlining processes, improving patient outcomes, and reducing costs. By 2023, AI will have a significant impact on the medical field, from drug discovery to diagnosis to treatment. AI-powered robots will be able to perform surgeries with unprecedented precision, and virtual assistants will be able to provide personalized care to patients based on their unique health conditions. AI-powered wearable devices will also become more common, allowing doctors to remotely monitor their patients’ health and detect potential health issues before they become serious.

2. Autonomous Vehicles: A New Era of Transportation

By 2023, autonomous vehicles will be commonplace on our roads. This technology has the potential to revolutionize transportation by reducing accidents, traffic congestion, and the need for parking. AI-powered autonomous vehicles will be able to communicate with each other, making traffic flow more smoothly and reducing the number of accidents caused by human error. Additionally, autonomous vehicles will provide a new level of mobility to those who are unable to drive, such as the elderly and disabled.

3. Personalized Education: The Future of Learning

AI has the potential to revolutionize education by providing personalized learning experiences to students. By 2023, AI-powered virtual assistants will be able to provide personalized tutoring to students based on their learning style and progress. AI-powered chatbots will also be able to provide instant feedback to students, helping them to improve their understanding of complex concepts. Additionally, AI will be able to help teachers and administrators to identify students who are struggling and provide targeted interventions to help them succeed.

4. Smart Homes: A New Era of Living

By 2023, smart homes will become the norm, with AI-powered devices controlling everything from lighting and temperature to security and entertainment. Smart homes will be able to learn from their occupants’ habits and preferences, adjusting settings automatically to create the perfect living environment. Additionally, AI-powered home assistants will be able to perform a range of tasks, from ordering groceries to scheduling appointments.

5. Predictive Maintenance: Keeping Machines Running Smoothly

AI-powered predictive maintenance will become more common by 2023, with businesses using AI to identify potential issues before they become serious. AI-powered sensors will be able to monitor machines and equipment, detecting potential issues before they occur. This will help businesses to reduce downtime, save money on repairs, and improve efficiency.

In conclusion, AI is set to revolutionize virtually every industry by 2023. From healthcare to transportation to education and beyond, the possibilities are endless. As AI continues to develop and improve, we can expect to see even more mind-boggling advancements in the years to come. The future of AI is exciting, and it’s clear that this technology will play a crucial role in shaping the world of tomorrow.