Articles on Marketing

Thoughts, case studies, book reviews, debates and tips on Marketing, written by prominent authors and carefully edited by FOROALFA.

Portrait of Erik Spiekermann
Author:
Erik Spiekermann
Title:
Logos to Go
Synopsis:
Corporate identity design is changing. There are designers for whom quantity matters more than quality.
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Main illustration of the article Finding Your Perfect Brand Name
Author:
Silvina Rodriguez Picaro
Title:
Finding Your Perfect Brand Name
Synopsis:
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)!
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Portrait of Guillermo Dufranc
Author:
Guillermo Dufranc
Title:
Healthy Food has Changed Packaging Design
Synopsis:
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.
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Main illustration of the article Are we destined to fail as entrepreneurs?
Author:
Marco Rinaldi
Title:
Are we destined to fail as entrepreneurs?
Synopsis:
The growing number of creative professionals that venture into entrepreneurship raises doubts and concern.
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Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Corporate Brand: Selling a Design or Transfering a Resource?
Synopsis:
The advantage of agreeing with the client the sectorial diagnostic and the typological selection before proceeding to the brand's design.
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Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Every trademark must be...
Synopsis:
Twelve supposedly «universal» rules in designing trademarks.
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Portrait of Daniela Del Pino
Author:
Daniela Del Pino
Title:
Branding types
Synopsis:
Branding is connected with brand image, positioning and reputation. It is the result of an endless list of marketing and design strategies.
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Main illustration of the article The smart era
Author:
Mauricio Arboleda Acosta
Title:
The smart era
Synopsis:
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.
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Portrait of Jorge Del Toro
Author:
Jorge Del Toro
Title:
What Does My Design Communicate?
Synopsis:
Bad communication is a problem that we experience every day. Design plays an important role in communication and should be congruent.
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Portrait of Joan Costa
Author:
Joan Costa
Title:
Birth and Evolution of the Brand in 7 Steps
Synopsis:
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.
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Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
A “graphic Houdini”
Synopsis:
The combined role of programmatic restrictions and creativity in the accomplishment of message effectiveness.
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Portrait of Sebastian Guerrini
Author:
Sebastian Guerrini
Title:
I am designer anthropologist
Synopsis:
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.
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Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
With or Without a Logo-Symbol
Synopsis:
A brand choice conditioned by the profile of the organization and its communication.
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Portrait of Fernando Del Vecchio
Author:
Fernando Del Vecchio
Title:
We Must Learn to Play the Game
Synopsis:
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.
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Portrait of Fernando Del Vecchio
Author:
Fernando Del Vecchio
Title:
And where are the opportunities?
Synopsis:
Somebody has a problem and somebody has the answer to that problem, but... ¿How can we do to meet this couple?
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Main illustration of the article Designing for Restaurants
Author:
Eric Barajas (Snok Daffy)
Title:
Designing for Restaurants
Synopsis:
If you ever have the fortune of working for a restaurant, you will have to think in a different way.
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Portrait of Fernando Del Vecchio
Author:
Fernando Del Vecchio
Title:
Innovation on Design Is Not Inside Design
Synopsis:
Nowadays, is common to listen in almost every conversation “innovation” term. Everything must be “innovative”. However, innovation is not the same for everyone.
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Main illustration of the article The Influence of Fashion Bloggers on E-commerce
Author:
Ana Bossler
Title:
The Influence of Fashion Bloggers on E-commerce
Synopsis:
The fashion bloggers reduce the transactional costs in e-commerce, acquiring prestige through their posts that have the capacity to accelerate innovation diffusion.
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Portrait of Jorge Del Toro
Author:
Jorge Del Toro
Title:
Creating Emotional Ties with Customers
Synopsis:
Companies should do more for their customers: they should establish an emotional connection.
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Portrait of Pau De Riba
Author:
Pau De Riba
Title:
Invisible Design
Synopsis:
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.
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