{"id":461,"date":"2009-01-08T16:28:46","date_gmt":"2009-01-08T15:28:46","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=461"},"modified":"2009-01-08T16:38:55","modified_gmt":"2009-01-08T15:38:55","slug":"ad-definir-1-marca-con-10-preguntas","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2009\/01\/08\/ad-definir-1-marca-con-10-preguntas\/","title":{"rendered":"[AD] Definir 1 marca con 10 preguntas"},"content":{"rendered":"<p>Crear una marca puede parecer complicado, seguramente porque se acaba pensando en <a href=\"http:\/\/www.lovemarks.com\" target=\"_blank\">lovemarks<\/a>. Pero crear una marca de la nada (no confundir con\u00a0<a href=\"http:\/\/www.spoonch.com\" target=\"_blank\">Spoonch, la marca de la nada<\/a>) puede\u00a0ser m\u00e1s f\u00e1cil si se hace\u00a0colectivamente.<\/p>\n<p>Eso parece que pensaban los de <a href=\"http:\/\/ladoma.org\/web.html\" target=\"_blank\">La Doma<\/a> cuando pusieron en marcha <a href=\"http:\/\/www.democreated.com\" target=\"_blank\">Democreated Brand<\/a>, autollamada \u00abla primera marca de la historia creada por -y en manos de- los propios ciudadanos\u00bb. Seg\u00fan explican en su web, los participantes (4011 en estos momentos) han creado una marca y en menos de 24h\u00a0se pondr\u00e1 a la venta a la espera de que quien la compre se comprometa a desarrollar productos que sigan las directrices fijadas por el grupo.<\/p>\n<p>M\u00e1s que el\u00a0experimento en s\u00ed mismo,\u00a0lo que me llama la atenci\u00f3n son las <strong>10 preguntas que utilizan para definir la personalidad de la marca<\/strong>:<\/p>\n<ol>\n<li>Actividad<\/li>\n<li>P\u00fablico objetivo<\/li>\n<li>Canal de distribuci\u00f3n<\/li>\n<li>Precio<\/li>\n<li>Actitud (cl\u00e1sica, humor\u00edstica, liderazgo&#8230;)<\/li>\n<li>Idioma oficial<\/li>\n<li>Medio en que se anuncia<\/li>\n<li>Compromiso con alguna causa<\/li>\n<li>Color dominante del logotipo<\/li>\n<li>Imagen que representa la marca<\/li>\n<\/ol>\n<p>De la manera m\u00e1s f\u00e1cil, con un simple formulario,\u00a0est\u00e1n pidiendo a los due\u00f1os de la marca\u00a0que piensen en la imagen corporativa (color, imagen), marketing mix (producto, precio, distribuci\u00f3n y comunicaci\u00f3n), posicionamiento deseado\u00a0(actitud)\u00a0y hasta en RSC.<\/p>\n<p>\u00bfSe te ocurren m\u00e1s preguntas para definir una marca?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Crear una marca puede parecer complicado, seguramente porque se acaba pensando en lovemarks. Pero crear una marca de la nada (no confundir con\u00a0Spoonch, la marca de la nada) puede\u00a0ser m\u00e1s f\u00e1cil si se hace\u00a0colectivamente. Eso parece que pensaban los de La Doma cuando pusieron en marcha Democreated Brand, autollamada \u00abla primera marca de la historia [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[2],"tags":[298],"class_list":["post-461","post","type-post","status-publish","format-standard","hentry","category-publicidad","tag-marca-comercial"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/461","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=461"}],"version-history":[{"count":0,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/461\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=461"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=461"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=461"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}