Archive for the ‘Marca País’ Category
Bicycles Back in the Spotlight
[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 »
The New Face of the Teatro Colón : A New Brand Identity
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 »
La mejor estrategia de marca para un hotel: Inventar una receta
Inventada en 1832 por Franz Sacher, la Sachertorte es una especialidad culinaria de la ciudad de Viena y uno de sus principales símbolos gastronómicos. La marca “sachertorte” es propiedad exclusiva del Hotel Sacher, que sigue siendo un imán para los turistas que quieren probar la receta original.
La foto la saqué en el café Sabarsky dentro de la über cute Neue Galerie.
Known Entities: Cultural Stereotypes & Branding
[Photo: courtesy of Julian Bedel]
Defining a brand essence is a creative process which is simultaneously challenging and rewarding for the brand strategy agency. Contrary to what many people believe, developing a brand name and personality is not simply thinking up something “no one’s ever done before.” While this tactic may work for some of the more abstract forms of technology (think: Google), in most cases a brand name must resonate with the target audience. This means it must be familiar enough to be attractive: to incite good associations in the mind of the consumer. The difficulty lies in choosing a name and a personality for the brand that achieves these objectives without swinging too far the other direction and playing to overused stereotypes and cliches.
Branding & Carnavales 2010
As summer holidays in the southern hemisphere draw to a close, I thought I’d take a moment to share some first-hand observations from my own summer vacation time.
¿Uruguay Natural?
La estrategia de marca país del Uruguay, plantea una fuerte alineación a la naturaleza, “Uruguay Natural”, sin embargo aquí un ejemplo concreto de la falta de coherencia que tiene la intendencia de Maldonado (donde se ubican Punta del Este, La Barra y José Ignacio).
