Complete guide to marketing: Keys to learning about marketing strategies

Norberto Chaves The casting session Advertising spot for a brand campaign.

Guillermo Dufranc Healthy Food has Changed Packaging Design Since nutritional information became important and popular concern about it grew dramatically, many food brands have foreseen this as an opportunity to build their identity.

Fernando Del Vecchio Some ideas are too big We all have ideas. Some have great ideas. What is the difference between an idea and a big idea?

Norberto Chaves Every logo should be… Twelve supposedly «universal» rules in brand identity design.

Norberto Chaves Corporate Brand: Selling a Design or Transfering a Resource? The advantage of agreeing with the client the sectorial diagnostic and the typological selection before proceeding to the brand's design.

Joan Costa Birth and Evolution of the Brand in 7 Steps The commercial brand was born 3500 years ago.First it was a sign, then a meaning, later a TV story in 30 seconds. Today, it is a complex social and transmedial phenomenon.

Norberto Chaves A “graphic Houdini” The combined role of programmatic restrictions and creativity in the accomplishment of message effectiveness.

Norberto Chaves With or Without a Logo-Symbol A brand choice conditioned by the profile of the organization and its communication.

Norberto Chaves Verbal/Non Verbal as an Identifying Polarity The typological role in identity reference.

Fernando Del Vecchio And where are the opportunities? Somebody has a problem and somebody has the answer to that problem, but... ¿How can we do to meet this couple?

Sebastian Guerrini How to Design Political Campaigns A recommended structure for designing a political campaign.

Guillermo Dufranc The power of beauty in packaging design Design's aesthetic quality increases value for products and brands, making them more desirable.

Raúl Belluccia And, how my client's brand is doing? To diagnose the “health state” of a client's brand is essential to tackle it's effective redesign.

Pau De Riba Invisible Design After the “premium” stage where design acts as quality mark, good design should become a “commodity”, a component of the welfare society we take for granted.

Milton Glaser Ambiguity & Truth “Make it clear.” This fundamental assumption of communication would seem to be an attainable goal. Objectify the audience, understand their desires—appeal to their interests, eliminate the extraneous and presto “effective communication.” Well, maybe not.

Martín Álvarez Comesaña Sign consumption Culture adherence to the speech of globalization require reviewing purposes and values design assumed.

Fernando Del Vecchio The challenge of communicating value A question to which creative entrepreneurs have no answer to: the value of their proposal.

Guillermo Dufranc The Rise of Craft Beer Craft beers are opting for innovative designs, focusing more on communicating their quality and craftsmanship than denote European tradition.

Guillermo Dufranc Zero Waste Packaging: Possible or Not? Although to eradicate packaging waste may sound impossible to achieve, sustainability is a path to take and make improvements over time to reduce environmental impact.

Erik Spiekermann Logos to Go Corporate identity design is changing. There are designers for whom quantity matters more than quality.

Marco Rinaldi Are we destined to fail as entrepreneurs? The growing number of creative professionals that venture into entrepreneurship raises doubts and concern.

Jorge Del Toro What Does My Design Communicate? Bad communication is a problem that we experience every day. Design plays an important role in communication and should be congruent.

Fernando Del Vecchio A passion for design Who doesn't want to feel passion for what he or she likes, and loves?

Eric Barajas (Snok Daffy) Designing for Restaurants If you ever have the fortune of working for a restaurant, you will have to think in a different way.

Fernando Del Vecchio Innovation on Design Is Not Inside Design Nowadays, is common to listen in almost every conversation “innovation” term. Everything must be “innovative”. However, innovation is not the same for everyone.

Victor Garcia Kusi Kusi: Identity as a (regrettable) ‘State affair’ A recognized puppet theater from Lima, multi-award winning internationally, active for half a century, is claiming against Channel 7 TV Perust for usurping their brand.

Pablo Bertero Creative Myopia The lack of strategic thinking in design and creativity proposals leads indirectly to the standardization of creative results.

Juanjo Junoy To Think, Feel and Do: Three Clues to Perception Understanding how our perception works and how it affects us is the clue to produce really effective messages, not just award-winning ones.

Marco Rinaldi Management vs. Leadership We don't need to manage the present but we should lead the future.

Fernando Del Vecchio About Effectiveness Being efficacious entails doing the right things; being efficient, doing them correctly. Being effective means being efficacious and efficient.

Silvina Rodriguez Picaro Finding Your Perfect Brand Name Every company needs names for their business, for their products, for their services, for their procedures, and even for their mascots (if they have them)!

Mauricio Arboleda Acosta The smart era A Global Web Index recent study states that Facebook is the most popular social platform of the world with a 56% of active users. Youtube is in the 2nd place.

Daniela Del Pino Branding types Branding is connected with brand image, positioning and reputation. It is the result of an endless list of marketing and design strategies.

Sebastian Guerrini I am designer anthropologist My job, to design brands for clients who have an international projection, led me to do a different activity from the one of the traditional designer.

Ana Bossler The Influence of Fashion Bloggers on E-commerce The fashion bloggers reduce the transactional costs in e-commerce, acquiring prestige through their posts that have the capacity to accelerate innovation diffusion.

Guillermo Dufranc Strategy and Creativity are Part of Design Though it sounds quite obvious, to start any design process it is necessary analysis and strategic thinking.

David Gallo Planned Obsolescence Design should no longer respond to market interests anymore, but to the human needs that as a global community we have created as time goes by.

Fernando Del Vecchio We Must Learn to Play the Game In the market there are good and bad designers, good and bad clients, all sort of competition and prices. All of them are some of the components of the game to play.

Adrián Pierini Packaging and the World Cup Packaging desing specialty revolutionizes during mega sport events.

Guillermo Dufranc Argentine Wine Needs Concept In the competitive wine market the need to communicate concepts through label design is essential. Labels must capture the consumers’ attention and seduce them.

Cecilia Salinas Paul Ricoeur and creative search The origin of the creative act from a philosopher's perspective.

Vanessa Lerner Do We Really Know What a Graphic Brand Conveys? If we really know the meaning of a graphic brand, will we be closer to know what is probably being created in the public's mind?

Mario Aleman A Digital Ecosystem for the New Generations Our current ecosystem is Web 2.0, interactive publicity and online marketing.

Silvina Rodriguez Picaro Pininfarina revolutionizes coffee and vending machine concept A new vending machine for the pleasure of the five senses.

Verónica Orso A Creative Methodology for Creative People Lego© Serious Play is a worldwide astounding methodology. It puts high executives and their employees together to find solutions for their companies. And this is done by playing...

Jorge Del Toro Creating Emotional Ties with Customers Companies should do more for their customers: they should establish an emotional connection.

Nelly Paola Armas Castañeda A new Marketing for latin america Estatization process on the region promotes a new marketing focus.

Mariano Larrazabal Do you Know Really What Marketing Is? Advertising, marketing and sales are three concepts that need to be clearly differentiated by professionals.