Información Destacada
Tradición de marca: un verdadero valor intangible
August was truck month for Chevrolet. You may have seen the brand commercials that feature fathers and sons where the father buys a new truck
Equilibre los medios digitales y tradicionales para obtener los mejores resultados de creación de marca
Digital has steadily increased in share over the last five years at the expense of traditional media. However, recent Harvard research reports that traditional media
Los consumidores de hoy esperan una experiencia de compra verdaderamente fluida...
…and understanding what motivates them is more critical than ever. Even before the COVID-19 pandemic drove significant numbers of consumers to try online shopping for
La transparencia de los productos comestibles genera confianza en los compradores
One of the many behavioral impacts of COVID-19 has been the shift in how consumers shop, cook and eat. A growing number have become “omnichannel
La excelente experiencia de marca del cliente comienza dentro
We live in an experience-driven economy. Approachable, easy-to-engage brands meeting or exceeding expectations are almost always winners. So, why is a great customer experience so
Cómo las marcas entran en nuestras mentes
What is the secret to the success of some brands over others? Does it involve creating just the right connection? Or a great customer experience?
Empatía con el cliente: el secreto del éxito (o del fracaso)
“Put yourself in their shoes.” My parents always encouraged me to practice this way of thinking. I did not realize it at the time, but
Enriquecer las experiencias de marca con estrategias de ingredientes
Ingredient brand strategies can play an important role in product differentiation—especially if the ingredient is patented or offers a significant performance improvement to the host
La lucha constante de medir la experiencia del cliente
There’s no denying that measuring the digital customer journey frustrates many CMOs. A recent CMO Council study revealed that the top priority of CMOs is
Uso de IA para mejorar las experiencias de marca
How will AI influence future brand experiences? Will AI have a positive or negative impact? Most experts believe the influence will be positive; however, let’s
Identificar los puntos ciegos entre su marca y los clientes
The coronavirus has certainly slowed down the pace of business for many. One bright side may be that the slowdown offers a valuable opportunity to
Agregar mayor significado a una promesa de marca
Johnson’s new “Choose Gentle” commercial really nails it. The company elevates gentleness to a societal level when it states, “…gentle makes us kinder, better people.
Cómo se benefició la marca Nike del “reventón” de zapatos de Zion
By now, most everyone is aware of Nike’s high-profile shoe failure during the nationally televised Duke and North Carolina basketball game. How Nike handled the
El valor de la autenticidad de la marca
Can a founder’s passion for creating a brand be the most significant contributor to brand value? A study just released by the Journal of Consumer
Principales desafíos de marca para los CMO de cara al 2020
Managing a brand is a complex task and not getting any easier. In the latest Gartner Brand Survey* of 400 marketing leaders around the world,
Redes sociales y construcción de marca: la clave para un matrimonio exitoso
Ahora que la fase de luna de miel ha terminado para las marcas y las redes sociales, es interesante ver qué matrimonios han chisporroteado y cuáles han fracasado.
Completando una narrativa de marca... a tu manera
Have you ever experienced “the movie was not as good as the book?” Often, even when the movie is great, key characters or scenes are
Desarrollar la relevancia de la marca en el mercado acelerado de hoy
Every day it seems new technology disrupts an industry. Or an iconic brand announces a new product or service designed to maintain its relevance with
¿Qué tienen en común la Compañía de Motores Ford y General Mills?
That’s an intriguing question. The answer: both made acquisitions where more than 80 percent of the value received was intangible. Ford paid $2.5 billion for
Cómo enfocarse en las fuentes de crecimiento de alto valor de su marca
One of the American Marketing Association’s seven big marketing problems is “effectively targeting high-value sources of growth.” This is a real top-of-mind issue, as it
El gasto digital y las implicaciones a largo plazo para el valor de la marca
WARC has released a media spending forecast predicting digital formats will exceed $100 billion and make up one-half of American advertising expenditures in 2018. This
Los modelos comerciales bien definidos impulsan el éxito de la marca
Last week, Amazon followed Apple in reaching the trillion dollar milestone. Both are modern-day super brands built on fundamentally different business models. In their classic
¿Conoces el poder de la narración de la marca?
My Uncle Curtis was a great storyteller. He lived several hours from where I grew up, so I only saw him at Thanksgiving, Christmas, my
Impactos financieros de equilibrar las interacciones de marca digital y humana
It is often difficult to reach people in today’s ultra-digitized world. Creating meaningful customer relationships requires a blend of digital and human experiences designed to
Los empleados comprometidos logran el éxito de la marca
After understanding the consumer, the second most important step in brand development is training employees to consistently deliver the brand promise. Seeing an organization fully
Impulsar el crecimiento de la marca con una experiencia del cliente consistente
My wife and I recently met with a representative of a highly reputable window replacement brand. We had been contemplating upgrading our home’s windows since
Por qué involucrar las emociones impulsa el crecimiento de la marca a largo plazo
The foundation of a strong, long-lasting relationship is trust. It is true for all types of relationships, and especially true for brands desiring to create
Conectar la inversión de marca con los resultados en tiempos turbulentos
According to Forbes Business Council, 68% of consumers believe we are already in a recession. There’s no doubt that inflation and higher interest rates will
El dilema de medir campañas de marca efectivas
Each year brand managers are tasked to achieve sales and profit objectives. This frequently leads to questions on how to improve the effectiveness of marketing
Cómo desarrollar una construcción de marca más eficaz y eficiente
Today’s hybrid world combined with the fragmentation of media channels makes effective and efficient brand building more challenging than ever before. The critical missing element
Por qué las marcas deben innovar para sobrevivir
After the jaw-dropping interview Scott Pelley had with Google CEO Sundar Pichai on CBS’s 60 Minutes, I realized we are entering a new era of
La espada de doble filo de las extensiones de marca
One popular way to grow a brand is through extensions—using an established brand name or trademark on new products. Extensions can be relatively easy for
Cómo funciona la publicidad: mitos vs realidades
Close to 25 years ago, the academic and research community began to really understand the role of neuroscience in successful advertising. It was a new
ChatGPT: ¿El amanecer de una revolución de mercadeo?
A trip down memory lane. ChatGPT may improve efficiency, but it does not necessarily make brand communication more effective. This week I was retiring a
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