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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17
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6
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376
Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Every trademark must be...
Synopsis:
Twelve supposedly «universal» rules in designing trademarks.
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6
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1
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3077
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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6
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35
Portrait of Mario Aleman
Author:
Mario Aleman
Title:
A Digital Ecosystem for the New Generations
Synopsis:
Our current ecosystem is Web 2.0, interactive publicity and online marketing.
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0
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37
Portrait of Fernando Del Vecchio
Author:
Fernando Del Vecchio
Title:
The challenge of communicating value
Synopsis:
A question to which creative entrepreneurs have no answer to: the value of their proposal.
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696
Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Verbal/Non Verbal as an Identifying Polarity
Synopsis:
The typological role in identity reference.
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2
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1
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3077
Portrait of Mariano Larrazabal
Author:
Mariano Larrazabal
Title:
Do you Know Really What Marketing Is?
Synopsis:
Advertising, marketing and sales are three concepts that need to be clearly differentiated by professionals.
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15
Main illustration of the article Management vs. Leadership
Author:
Marco Rinaldi
Title:
Management vs. Leadership
Synopsis:
We don't need to manage the present but we should lead the future.
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1
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72
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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3
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696
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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3
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2
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72
Main illustration of the article Kusi Kusi: Identity as a (regrettable) ‘State affair’
Author:
Victor Garcia
Title:
Kusi Kusi: Identity as a (regrettable) ‘State affair’
Synopsis:
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.
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188
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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3
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696
Portrait of Martín Álvarez Comesaña
Author:
Martín Álvarez Comesaña
Title:
Sign consumption
Synopsis:
Culture adherence to the speech of globalization require reviewing purposes and values design assumed.
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1
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7
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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5
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3077
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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10
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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10
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5
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72
Main illustration of the article About Effectiveness
Author:
Fernando Del Vecchio
Title:
About Effectiveness
Synopsis:
Being efficacious entails doing the right things; being efficient, doing them correctly. Being effective means being efficacious and efficient.
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1
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696
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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3
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132
Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
With or Without a Symbol
Synopsis:
An alternative trademark constrained by profile and communication.
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5
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3077
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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9
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2
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406
Portrait of Guillermo Dufranc
Author:
Guillermo Dufranc
Title:
Argentine Wine Needs Concept
Synopsis:
In the competitive wine market the need to communicate concepts through label design is essential. Labels must capture the consumers’ attention and seduce them.
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2
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406
Portrait of Adrián Pierini
Author:
Adrián Pierini
Title:
Packaging and the World Cup
Synopsis:
Packaging desing specialty revolutionizes during mega sport events.
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1
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1
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447
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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9
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2
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3077
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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7
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2184
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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1
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47
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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7
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1
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23
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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2
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23
Portrait of Sebastian Guerrini
Author:
Sebastian Guerrini
Title:
How to Design Political Campaigns
Synopsis:
A recommended structure for designing a political campaign.
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1
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2
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142
Portrait of Juanjo Junoy
Author:
Juanjo Junoy
Title:
To Think, Feel and Do: Three Clues to Perception
Synopsis:
Understanding how our perception works and how it affects us is the clue to produce really effective messages, not just award-winning ones.
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1
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171
Portrait of Vero Orso
Author:
Vero Orso
Title:
A Creative Methodology for Creative People
Synopsis:
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...
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66
Portrait of Pablo Bertero
Author:
Pablo Bertero
Title:
Creative Myopia
Synopsis:
The lack of strategic thinking in design and creativity proposals leads indirectly to the standardization of creative results.
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1
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1
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63
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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3
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696
Portrait of Vanessa Lerner
Author:
Vanessa Lerner
Title:
Do We Really Know What a Graphic Brand Conveys?
Synopsis:
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?
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1
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60
Portrait of Nelly Paola Armas
Author:
Nelly Paola Armas
Title:
A new Marketing for latin america
Synopsis:
Estatization process on the region promotes a new marketing focus.
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60