{"id":9069,"date":"2024-03-19T12:32:06","date_gmt":"2024-03-19T12:32:06","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=9069"},"modified":"2024-03-19T12:32:09","modified_gmt":"2024-03-19T12:32:09","slug":"logos-place-branding-bloom-consulting","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/es\/logos-place-branding-bloom-consulting\/","title":{"rendered":"La importancia de los logos en el Place Branding\u00a0"},"content":{"rendered":"\n<p>Los pa\u00edses, regiones y ciudades pueden tener su logotipo, pero no podemos esperar que sean\u00a0<em>\u00a0 la <\/em>soluci\u00f3n o la culminaci\u00f3n de una estrategia exitosa de Place Brand. No tenemos nada en contra de los logos, pero los logos tienen algo en contra de Country (principalmente) y Place Branding.\u00a0\u00a0<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><strong>Tomar un riesgo<\/strong>\u00a0<\/strong><\/h4>\n\n\n\n<p>Los logos son importantes en <a href=\"https:\/\/www.bloom-consulting.com\/journal\/key-benefits-of-nation-and-place-branding-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener\">Place Branding<\/a>. Tanto es as\u00ed que no deber\u00edas usarlos. Para citar los <a href=\"https:\/\/www.bloom-consulting.com\/journal\/bloom-consulting-14-steps-to-nation-branding\/\" target=\"_blank\" rel=\"noreferrer noopener\">14 pasos para la marca naci\u00f3n<\/a>, \u00ab[conf\u00ede] en nosotros, esto le ahorrar\u00e1 una gran cantidad de tiempo, dinero y dolores de cabeza\u00bb. Con eso queremos decir, no lanzar la marca y no crear un logotipo.\u00a0\u00a0<\/p>\n\n\n\n<p>En nuestra experiencia, los logos son la cereza podrida en la parte superior. Pueden volverse t\u00f3xicos y una desventaja en t\u00e9rminos de alejarse de la estrategia de Place Brand. Bloom Consulting ha visto de primera mano c\u00f3mo las marcas lugar se ven comprometidas debido a la creaci\u00f3n de logos, \u00bfpor qu\u00e9 arriesgarse? Conf\u00ede en su marca para tirar en lugar de empujar. En cualquier caso, los logos no van a generar un valor significativo, si es que lo hay, para su marca de lugar.\u00a0\u00a0<\/p>\n\n\n\n<p>Los logos no har\u00e1n una marca, pero pueden romperla.\u00a0\u00a0<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><strong>Los logos y su valor<\/strong>\u00a0<\/strong><\/h4>\n\n\n\n<p>En resumen, los logos son un esfuerzo costoso con un alto riesgo de fracaso. Cuando decimos fracaso, estamos hablando de dos posibles resultados:\u00a0<\/p>\n\n\n\n<p>Uno, los logos son un visual definitivo que seguramente no gustar\u00e1 ni apreciar\u00e1 a todos. En este caso, los logos aportar\u00edan poco o ning\u00fan valor a la percepci\u00f3n general de la Marca Pa\u00eds o lugar. <a href=\"https:\/\/www.bloom-consulting.com\/journal\/the-basics-of-a-successful-country-or-city-brand-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Las estrategias de marca pa\u00eds y lugar<\/a> son inherentemente complejas y requieren un significado m\u00e1s profundo que colocar una ayuda visual en un sitio web o edificio. Del mismo modo, los logos a menudo se lanzan o revelan de una manera dram\u00e1tica, reemplazando alguna otra ayuda visual que puede o no haber tenido \u00e9xito. Esto, una vez m\u00e1s, abre cualquier proyecto de Place Brand a la cr\u00edtica a gran escala, eclipsando todos los dem\u00e1s trabajos art\u00edsticos y de buen gusto realizados detr\u00e1s de la cortina.\u00a0\u00a0\u00a0<\/p>\n\n\n\n<p>En segundo lugar, la falta de efectividad. Si te pregunt\u00e1ramos cu\u00e1l es el logo de Chile, Rusia o Cincinnati, \u00bfqu\u00e9 te viene a la mente? Sin investigar mucho, si no se te ocurri\u00f3 una respuesta autom\u00e1tica, este es el punto que estamos tratando de probar. Por supuesto, cuando pensamos en Rusia hay ciertas asociaciones que son m\u00e1s populares entre el p\u00fablico internacional. Chile y Cincinnati, por otro lado, podr\u00edan producir resultados completamente diferentes. Esta es la Marca Pa\u00eds o Lugaren funcionando. Con todo, el \u00ablogo\u00bb no vive libre de alquiler en nuestras mentes. En su mayor parte, como seres emocionales, vamos a recordar c\u00f3mo nos hace sentir un pa\u00eds y sus historias. No vamos a recordar o incluso preocuparnos por el costoso logo que tiene poca o ninguna importancia para la experiencia de las audiencias de marca en correlaci\u00f3n con una naci\u00f3n y su gente.\u00a0\u00a0\u00a0<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><strong>Los efectos de la familiaridad\u00a0<\/strong>\u00a0<\/strong><\/h4>\n\n\n\n<p>Dependiendo de nuestro nivel de familiaridad con el pa\u00eds, tendremos una imagen m\u00e1s colorida o ins\u00edpida de una naci\u00f3n y su gente cuando se nos pida que recurramos a nuestras \u00abexperiencias\u00bb personales. La familiaridad juega un papel importante en la construcci\u00f3n de percepciones. Los logos, sin embargo, hacen poco para afectar a ambos extremos del espectro. Si no est\u00e1s familiarizado con un lugar y su prop\u00f3sito, pol\u00edticas y personas, est\u00e1s m\u00e1s abierto a influir en t\u00e9rminos de construcci\u00f3n de percepci\u00f3n. Dales algo para recordar. Si la primera impresi\u00f3n de alguien no evoca una emoci\u00f3n fuerte, hay pocas posibilidades de que tenga mucho impacto. Por el contrario, aquellos que est\u00e1n muy familiarizados con un lugar no tienen mente para un logo. Estos miembros de la audiencia ya han hecho una conexi\u00f3n emocional con ese lugar, la imagen que tienen en su mente es m\u00e1s poderosa que una representaci\u00f3n simb\u00f3lica.\u00a0\u00a0\u00a0<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><strong>C\u00f3mo ser ingenioso<\/strong>\u00a0<\/strong><\/h4>\n\n\n\n<p>Ahora que le hemos dicho lo que puede salir mal al invertir en un logo, nos centraremos en lo que puede salir bien al no invertir en un logo . \u00abSu Marca Pa\u00eds debe ser tratada como un recipiente a trav\u00e9s del cual se lleva a cabo la identidad del pa\u00eds y se distribuye globalmente. Eliminen los conceptos err\u00f3neos sobre su naci\u00f3n y su gente\u00bb.\u00a0 <em>\u2013 14 pasos para la marca naci\u00f3n | Paso 6 (Define tu idea central).<\/em>\u00a0\u00a0<\/p>\n\n\n\n<p>Aqu\u00ed hacemos referencia a los 14 pasos para la marca naci\u00f3n para arrojar luz sobre la importancia y la capacidad de una estrategia de marca pa\u00eds. Al definir\u00a0<strong> <\/strong><a href=\"https:\/\/www.bloom-consulting.com\/journal\/the-central-idea-key-to-every-successful-place-brand-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>la idea central<\/strong><\/a> de uno, tiene la capacidad de trabajar con un prop\u00f3sito para activar puntos de contacto significativos de la marca. Cuando a alguien se le pregunta qu\u00e9 piensa de su pa\u00eds, \u00bfpor qu\u00e9 quiere ser conocido? \u00bfUn logotipo? O algo que represente qui\u00e9n eres y qu\u00e9 representas. El proceso de Marca pa\u00edspuede ser impredecible. No vale la pena invertir tiempo y dinero en algo con tan poco rendimiento y alto riesgo de fracaso. S\u00e9 ingenioso y asigna fondos a otra parte. Crea una marca significativa digna de ser recordada y capaz de valerse por s\u00ed misma sin un logo.\u00a0\u00a0<\/p>\n\n\n\n<p>Leer m\u00e1s: <strong><a href=\"https:\/\/www.bloom-consulting.com\/journal\/bloom-consulting-14-steps-to-nation-branding\/\">14 Steps to Nation Branding<\/a><\/strong> por Bloom Consulting<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los pa\u00edses, regiones y ciudades pueden tener su logotipo, pero no podemos esperar que sean\u00a0\u00a0 la soluci\u00f3n o la culminaci\u00f3n de una estrategia exitosa de Place Brand. No tenemos nada en contra de los logos, pero los logos tienen algo en contra de Country (principalmente) y Place Branding.\u00a0\u00a0 Tomar un riesgo\u00a0 Los logos son importantes [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6281,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[964,954,52],"tags":[780,777,779,778],"class_list":{"0":"post-9069","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marca-de-lugar","8":"category-reflejos","9":"category-sin-categorizar","10":"tag-el-place-branding","11":"tag-la-importancia","12":"tag-la-importancia-de-los-logos","13":"tag-logos-3"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La importancia de los logos en Place Branding | Bloom Consulting<\/title>\n<meta name=\"description\" content=\"Descubre por qu\u00e9 los logos pueden ser un riesgo en Place Branding. 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