[To read this article in English, visit VIRTUALTRIP Digital Branding.]

Sabemos un par de cosas sobre impresión. Sabemos que aunque se trabaje con la mejor imprenta, nunca se logra tener toda su atención, que encargando 3000 invitaciones para una fiesta, no se está ni cerca de ser el cliente más importante de la imprenta, lo que significa que el servicio que le provean al cliente – desde consultoría hasta gráfica e impresión – será de inferior calidad. Y también sabemos que se cobran precios altísimos por el privilegio de ser principalmente ignorados, y sin tener la seguridad de que el trabajo esté terminado y entregado a tiempo.

Este es un desafío con el que nos encontramos constantemente como empresa. Bodegas boutique, eventos exclusivos, acceso limitado – todo esto significa lo mismo cuando se trata de imprimir: alta calidad en relativamente bajas cantidades. Comenzamos a sentir que faltaba control de calidad en el negocio de la impresión y el packaging: había una falta de imprentas que quisieran proveer consultoría experimentada e impresiones de primera calidad para clientes más pequeños. Por esta razón FORMA Cultural Branding lanzo GÜNTER, una empresa de impresión, producción y packaging ubicada en Buenos Aires.

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[Photo: courtesy of Flavia Bocco]

In her article “Branding & Negative Associations: Burberry,” Guest writer Jennifer Tobias discusses how Burberry’s cheapening image is a cause of concern to a company that has just managed to claw its way back to the top of the luxury market after decades of decline.  Read the full article in the Papers&Articles section of our site.

[Photo: courtesy of Felice Physioc]

As a part of this decade’s organic movement, more consumers are thinking locally about products they are purchasing. However, now people are using the latest technologies and social media to disseminate those ideals. A recent article from Britain’s Brand Republic suggests that the Digital Revolution is being utilized to inform clients of where they can find these locally grown products. With online applications that allow you to trace back exactly where an egg originated, this sort of “techno-innovation” acts to legitimate locally produced claims, as well as expose the bogus ones.

Buenos Aires has amazing potential to also utilize digital media to promote local brands, from food markets to design locales. Locally minded stores have begun to pop up in Buenos Aires with gaining speed; now the digital media sector just needs to catch up. Guia Oleo boasts of eighty-two “Natural” restaurants to choose from, while markets modeled after Whole Foods, such as Natural Deli and The Pick Market, have made quite the impression on local shoppers. The potential exists for these brands to also take advantage of digital media. In the past couple of years the city has joined the global social media craze that has revolutionized marketing and advertising. However, the question is now: How can Buenos Aires utilize digital media such as mobile applications and social media to further promote local products and businesses? Check out the article from Brand Republic here to see their suggestions. You can also read more about FORMA’s ideas concerning origin denomination, a classification system for natural products, and Argentina in our latest article!

[Photo: courtesy of Julian Bedel]

I recently stumbled upon an interesting older article from a site called JapanInc., discussing the power of foreign brands in Japan throughout history.  The article begins detailing the success of US ice cream producer Häagen-Dazs, probably the most famous example of a “constructed” brand. The Häagen-Dazs founders chose the Nordic-sounding name (which is, in fact, gibberish in all languages) in the 80’s when they started the brand — the name was chosen to give the expensive ice cream an ‘imported’ appeal.  The article develops this idea in relation to Japan, and discusses how Japanese brands with invented foreign names dominate the market.* This article got me thinking about the power of foreign brands in Argentina, and how Argentine consumers perceive imported goods. Read the rest of this entry »

[Photo: courtesy of Julian Bedel]

Our new article “Modern Trends vs. Traditional Patterns: Considering Copywright and Ethics in Design” explores the fine line between “borrowing” and “stealing” popular historical patterns, and how this has changed the way we view trends in modern design.  Take a look!

[Photo: courtesy of Felice Physioc]

With the green revolution, it has actually become trendy to be environmentally conscious. In just about every Whole Foods Market in the U.S. you see fashion-conscious strolling around with their reusable, recycled bags and choosing fair trade instead of fair fur products. In Buenos Aires we see the same trend: try Palermo Hollywood’s Bonpland Market on Saturday afternoon to find a mercado full of organic breads, pasta, produce and clothes. Read the rest of this entry »

[Photo: courtesy of Julian Bedel]

We’ve just uploaded two new articles to the Papers&Articles Section of our site: “Modern Trends vs. Traditional Patterns” and “Look to History to Enter the Latin American Market Successfully.”  Both these articles focus on the different ways Latin American business, culture and design have been perceived by the rest of the world over the last century.   Check them out here!

We couldn’t help but notice how much the Banco Francés “Go” brand logo looks like another familiar logo…

The Banco Francés logo appeared just five months after we created the Bicentenario inverted-drop logo. We are so proud that the largest bank in Argentina chose to use our concept for their new marketing campaign. Read the rest of this entry »

[Photo: courtesy of Felice Physioc & Julian Bedel]

The newest member of our team, Felice Physioc, has just written a new article about the relationship between existence, essence, existentialism and brand strategy at FORMA Cultural Branding. To check out the article, take a look at the Papers&Articles section of our site!

The Teatro Colón is perhaps the most recognized cultural symbol of the city of Buenos Aires, and has been producing opera, ballet and symphonic productions for more than a century. The theatre supports its own school and more than 1,200 employees. Additionally, everything for the productions is created in-house, including the set and lighting design, set pieces, and costumes. This month, the company will celebrate its 102nd birthday, upon which the old theater will reopen after extensive renovations.

FORMA Cultural Branding worked with the Teatro Colón for more than two years to help the theatre reorganize and redefine itself as a brand. Read the rest of this entry »