{"id":5172,"date":"2019-01-03T11:54:14","date_gmt":"2019-01-03T11:54:14","guid":{"rendered":"https:\/\/thealmondconnection.com\/strategy\/how\/"},"modified":"2021-02-09T11:08:54","modified_gmt":"2021-02-09T11:08:54","slug":"como","status":"publish","type":"page","link":"https:\/\/thealmondconnection.com\/es\/estrategia\/marca\/como\/","title":{"rendered":"Strategy &#8211; Como"},"content":{"rendered":"<p>[vc_section el_id=\u00bbstrategy-how-trends-history\u00bb][vc_row rt_row_background_width=\u00bbfullwidth\u00bb rt_row_content_width=\u00bbdefault\u00bb rt_row_style=\u00bbdefault-style\u00bb rt_row_height=\u00bb\u00bb rt_column_placement=\u00bbmiddle\u00bb rt_column_gaps=\u00bb\u00bb rt_row_shadows=\u00bb\u00bb id=\u00bbroot-issue\u00bb rt_row_paddings=\u00bbtrue\u00bb rt_row_borders=\u00bb\u00bb rt_bg_effect=\u00bbclassic\u00bb rt_transparent_bg=\u00bbfalse\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbcover\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb rt_bg_layer=\u00bb\u00bb rt_bg_video_format=\u00bbself-hosted\u00bb rt_padding_top=\u00bb40&#8243; rt_padding_bottom=\u00bb30&#8243;][vc_column width=\u00bb1\/6&#8243; rt_col_paddings=\u00bbtrue\u00bb rt_wrp_col_paddings=\u00bbfalse\u00bb rt_column_shadow=\u00bb\u00bb rt_border_top=\u00bb\u00bb rt_border_bottom=\u00bb\u00bb rt_border_left=\u00bb\u00bb rt_border_right=\u00bb\u00bb rt_border_top_mobile=\u00bb\u00bb rt_border_bottom_mobile=\u00bb\u00bb rt_border_left_mobile=\u00bb\u00bb rt_border_right_mobile=\u00bb\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbauto auto\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb][vc_single_image image=\u00bb4277&#8243; img_size=\u00bbfull\u00bb alignment=\u00bbcenter\u00bb css=\u00bb.vc_custom_1548420627315{margin-bottom: 25px !important;}\u00bb el_class=\u00bbhidden-xs hidden-sm\u00bb][vc_single_image image=\u00bb4277&#8243; img_size=\u00bb170&#215;170&#8243; alignment=\u00bbcenter\u00bb css=\u00bb.vc_custom_1548420649311{margin-bottom: 25px !important;}\u00bb el_class=\u00bbhidden-lg hidden-md\u00bb][\/vc_column][vc_column width=\u00bb5\/6&#8243; rt_col_paddings=\u00bbtrue\u00bb rt_wrp_col_paddings=\u00bbfalse\u00bb rt_column_shadow=\u00bb\u00bb rt_border_top=\u00bb\u00bb rt_border_bottom=\u00bb\u00bb rt_border_left=\u00bb\u00bb rt_border_right=\u00bb\u00bb rt_border_top_mobile=\u00bb\u00bb rt_border_bottom_mobile=\u00bb\u00bb rt_border_left_mobile=\u00bb\u00bb rt_border_right_mobile=\u00bb\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbauto auto\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb][vc_column_text]<b>Entender las tendencias &amp; el <strong>entorno<\/strong><\/b><\/p>\n<p>Para dise\u00f1ar una estrategia de categor\u00eda y de marca es fundamental comprender primero las tendencias generales. \u00bfCu\u00e1les son las <strong>tendencias en el \u00e1mbito pol\u00edtico, econ\u00f3mico, social, tecnol\u00f3gico, medioambiental o de la salud?<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row rt_row_background_width=\u00bbfullwidth\u00bb rt_row_content_width=\u00bbdefault\u00bb rt_row_style=\u00bbdefault-style\u00bb rt_row_height=\u00bb\u00bb rt_column_placement=\u00bbmiddle\u00bb rt_column_gaps=\u00bb\u00bb rt_row_shadows=\u00bb\u00bb id=\u00bbinspiring-research\u00bb rt_row_paddings=\u00bbtrue\u00bb rt_row_borders=\u00bbtop,bottom\u00bb rt_bg_effect=\u00bbclassic\u00bb rt_transparent_bg=\u00bbfalse\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbcover\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb rt_bg_layer=\u00bb\u00bb rt_bg_video_format=\u00bbself-hosted\u00bb rt_padding_top=\u00bb30&#8243; 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rt_col_paddings=\u00bbtrue\u00bb rt_wrp_col_paddings=\u00bbfalse\u00bb rt_column_shadow=\u00bb\u00bb rt_border_top=\u00bb\u00bb rt_border_bottom=\u00bb\u00bb rt_border_left=\u00bb\u00bb rt_border_right=\u00bb\u00bb rt_border_top_mobile=\u00bb\u00bb rt_border_bottom_mobile=\u00bb\u00bb rt_border_left_mobile=\u00bb\u00bb rt_border_right_mobile=\u00bb\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbauto auto\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb][vc_column_text]<b>Entender la historia de la marca <\/b><\/p>\n<p>Entender tu pasado para construir una marca coherente a lo largo de los a\u00f1os. Crear una visi\u00f3n general de la comunicaci\u00f3n, la innovaci\u00f3n, la evoluci\u00f3n del beneficio funcional y emocional, la evoluci\u00f3n de la calidad del producto, la evoluci\u00f3n del precio, la promoci\u00f3n y el embalaje. <strong>\u00a1Siempre se trata de evoluci\u00f3n, no de revoluci\u00f3n!<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section][vc_section el_id=\u00bbstrategy-how-brand-tree\u00bb][vc_row rt_row_background_width=\u00bbfullwidth\u00bb rt_row_content_width=\u00bbdefault\u00bb rt_row_style=\u00bbdefault-style\u00bb rt_row_height=\u00bb\u00bb rt_column_gaps=\u00bb\u00bb rt_row_shadows=\u00bb\u00bb rt_row_paddings=\u00bbtrue\u00bb rt_row_borders=\u00bb\u00bb rt_bg_effect=\u00bbclassic\u00bb rt_transparent_bg=\u00bbfalse\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbcover\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb rt_bg_layer=\u00bb\u00bb rt_bg_video_format=\u00bbself-hosted\u00bb rt_padding_bottom=\u00bb80&#8243;][vc_column rt_col_paddings=\u00bbtrue\u00bb rt_wrp_col_paddings=\u00bbfalse\u00bb rt_column_shadow=\u00bb\u00bb rt_border_top=\u00bb\u00bb rt_border_bottom=\u00bb\u00bb rt_border_left=\u00bb\u00bb rt_border_right=\u00bb\u00bb rt_border_top_mobile=\u00bb\u00bb rt_border_bottom_mobile=\u00bb\u00bb rt_border_left_mobile=\u00bb\u00bb rt_border_right_mobile=\u00bb\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbauto auto\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb][vc_empty_space height=\u00bb22px\u00bb][vc_custom_heading text=\u00bbDesign the Brand Tree\u00bb font_container=\u00bbtag:h3|text_align:left\u00bb use_theme_fonts=\u00bbyes\u00bb][vc_empty_space height=\u00bb20px\u00bb][\/vc_column][vc_column width=\u00bb1\/3&#8243; 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rt_col_paddings=\u00bbtrue\u00bb rt_wrp_col_paddings=\u00bbfalse\u00bb rt_column_shadow=\u00bb\u00bb rt_border_top=\u00bb\u00bb rt_border_bottom=\u00bb\u00bb rt_border_left=\u00bb\u00bb rt_border_right=\u00bb\u00bb rt_border_top_mobile=\u00bb\u00bb rt_border_bottom_mobile=\u00bb\u00bb rt_border_left_mobile=\u00bb\u00bb rt_border_right_mobile=\u00bb\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbauto auto\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb][vc_column_text css=\u00bb.vc_custom_1548353964059{margin-top: 0px !important;margin-right: 0px !important;margin-bottom: 0px !important;margin-left: 0px !important;padding-top: 0px !important;padding-right: 5px !important;padding-bottom: 5px !important;padding-left: 5px !important;}\u00bb]La esencia de la marca[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][\/vc_section][vc_section el_id=\u00bbstrategy-how-brand-architecture\u00bb][vc_row rt_row_background_width=\u00bbfullwidth\u00bb rt_row_content_width=\u00bbdefault\u00bb rt_row_style=\u00bbdefault-style\u00bb rt_row_height=\u00bb\u00bb rt_column_gaps=\u00bb\u00bb rt_row_shadows=\u00bb\u00bb rt_row_paddings=\u00bbtrue\u00bb rt_row_borders=\u00bb\u00bb rt_bg_effect=\u00bbclassic\u00bb rt_transparent_bg=\u00bbfalse\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbcover\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb rt_bg_layer=\u00bb\u00bb rt_bg_video_format=\u00bbself-hosted\u00bb][vc_column rt_col_paddings=\u00bbtrue\u00bb rt_wrp_col_paddings=\u00bbfalse\u00bb rt_column_shadow=\u00bb\u00bb rt_border_top=\u00bb\u00bb rt_border_bottom=\u00bb\u00bb rt_border_left=\u00bb\u00bb rt_border_right=\u00bb\u00bb rt_border_top_mobile=\u00bb\u00bb rt_border_bottom_mobile=\u00bb\u00bb rt_border_left_mobile=\u00bb\u00bb rt_border_right_mobile=\u00bb\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbauto auto\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb][vc_custom_heading text=\u00bbEnvision a coherent Brand Architecture\u00bb font_container=\u00bbtag:h3|text_align:center\u00bb use_theme_fonts=\u00bbyes\u00bb][vc_empty_space height=\u00bb20px\u00bb][vc_single_image image=\u00bb4273&#8243; img_size=\u00bbfull\u00bb alignment=\u00bbcenter\u00bb][\/vc_column][\/vc_row][\/vc_section][vc_section el_id=\u00bbstrategy-how-product-price\u00bb][vc_row rt_row_background_width=\u00bbfullwidth\u00bb rt_row_content_width=\u00bbdefault\u00bb rt_row_style=\u00bbdefault-style\u00bb rt_row_height=\u00bb\u00bb rt_column_placement=\u00bbmiddle\u00bb rt_column_gaps=\u00bb\u00bb rt_row_shadows=\u00bb\u00bb id=\u00bbroot-issue\u00bb rt_row_paddings=\u00bbtrue\u00bb rt_row_borders=\u00bb\u00bb rt_bg_effect=\u00bbclassic\u00bb rt_transparent_bg=\u00bbfalse\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbcover\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb rt_bg_layer=\u00bb\u00bb rt_bg_video_format=\u00bbself-hosted\u00bb rt_padding_top=\u00bb40&#8243; rt_padding_bottom=\u00bb30&#8243;][vc_column width=\u00bb1\/6&#8243; rt_col_paddings=\u00bbtrue\u00bb rt_wrp_col_paddings=\u00bbfalse\u00bb rt_column_shadow=\u00bb\u00bb rt_border_top=\u00bb\u00bb rt_border_bottom=\u00bb\u00bb rt_border_left=\u00bb\u00bb rt_border_right=\u00bb\u00bb rt_border_top_mobile=\u00bb\u00bb rt_border_bottom_mobile=\u00bb\u00bb rt_border_left_mobile=\u00bb\u00bb rt_border_right_mobile=\u00bb\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbauto auto\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb][vc_single_image image=\u00bb4280&#8243; img_size=\u00bbfull\u00bb alignment=\u00bbcenter\u00bb css=\u00bb.vc_custom_1548420705907{margin-bottom: 25px !important;}\u00bb el_class=\u00bbhidden-xs hidden-sm\u00bb][vc_single_image image=\u00bb4280&#8243; img_size=\u00bb170&#215;170&#8243; alignment=\u00bbcenter\u00bb css=\u00bb.vc_custom_1548420727118{margin-bottom: 25px !important;}\u00bb el_class=\u00bbhidden-lg hidden-md\u00bb][\/vc_column][vc_column width=\u00bb5\/6&#8243; rt_col_paddings=\u00bbtrue\u00bb rt_wrp_col_paddings=\u00bbfalse\u00bb rt_column_shadow=\u00bb\u00bb rt_border_top=\u00bb\u00bb rt_border_bottom=\u00bb\u00bb rt_border_left=\u00bb\u00bb rt_border_right=\u00bb\u00bb rt_border_top_mobile=\u00bb\u00bb rt_border_bottom_mobile=\u00bb\u00bb rt_border_left_mobile=\u00bb\u00bb rt_border_right_mobile=\u00bb\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbauto auto\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb][vc_column_text]<strong>Dise\u00f1o de marca: producto y embalaje.<\/strong><\/p>\n<p><b>Producto:<\/b> hay que ofrecer un producto con un excelente equilibrio entre calidad y precio para ganar en el mercado.<\/p>\n<p><b>Embalaje:<\/b>\u00a0El empaquetado es cr\u00edtico en la experiencia de marca. Para el dise\u00f1o y desarrollo de maquetas de envases, trabajamos en estrecha colaboraci\u00f3n con <a href=\"https:\/\/www.estudiferrer.com\/\" target=\"_blank\" rel=\"noopener\">Estudi Ferrer<\/a>, una agencia de dise\u00f1o creativo joven e internacional.[\/vc_column_text][\/vc_column][\/vc_row][vc_row rt_row_background_width=\u00bbfullwidth\u00bb rt_row_content_width=\u00bbdefault\u00bb rt_row_style=\u00bbdefault-style\u00bb rt_row_height=\u00bb\u00bb rt_column_placement=\u00bbmiddle\u00bb rt_column_gaps=\u00bb\u00bb rt_row_shadows=\u00bb\u00bb id=\u00bbinspiring-research\u00bb rt_row_paddings=\u00bbtrue\u00bb rt_row_borders=\u00bbtop,bottom\u00bb rt_bg_effect=\u00bbclassic\u00bb rt_transparent_bg=\u00bbfalse\u00bb rt_bg_image_repeat=\u00bbrepeat\u00bb rt_bg_size=\u00bbcover\u00bb rt_bg_position=\u00bbright top\u00bb rt_bg_attachment=\u00bbscroll\u00bb rt_bg_layer=\u00bb\u00bb rt_bg_video_format=\u00bbself-hosted\u00bb rt_padding_top=\u00bb30&#8243; rt_padding_bottom=\u00bb60&#8243; 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