Andy Stalman, uno de los más consolidados expertos de marketing de habla hispana, a través de Deusto, publica ‘TOTEM. Transformando clientes en creyentes’. Un libro que podría ser considerado uno de los libros de branding más relevantes en este contexto de cambios sin precedentes. Y es que con este texto, en medio de un turbulento 2020, el autor procura reflexionar sobre el papel que cumplen hoy en día  las marcas en la vida de las personas.

This article addresses one of the new advertising trends, branded content, a formula that goes beyond product placement and proposes relevant content to the consumer. Specifically, is analyzed the case of fashion films, an advertising format that has broken out in the sector of fashion and luxury products with great success, and whose objective is to generate content specifically for a particular fashion brand, in which beauty and aesthetic predominates, but above all, allows to communicate the values and personality of the brand and thus connect with the consumer.

This paper aims to point out the roots that have shaped the platform that sustains and justifies the existence of a new marketing formula focused in the individual consumer experience. As this consumer society has oriented its demands almost exclusively in image, based on motivational theories and lifestyle, marketing activity has followed a gradual change, exposed in the phenomenon of mass customization. The marketing machine, supported by new technologies, has let consumers desynchronize common activities, individual consumption and customized use of products and services. In summary, has arisen a massive and personal consumption at the same time.

Henry Jenkins (autor del otro trascendente libro Convergence Culture), Joshua Green y Sam Ford publican un esclarecedor libro sobre la idea de difusión “participativa”, un fenómeno sobre el que ya llevamos un tiempo siendo testigos en los diversos ámbitos de la comunicación. Esta obra llama la atención porque, entre otras cosas, parte cuestionando frontalmente el segundo principio Gladwelliano para generar una “epidemia social”: procurar generar un producto comunicativo “pegajoso” (the stickiness factor), descrito en el trascendente libro The Tipping Point de Malcolm Gladwell. Con ello, invita a los comunicadores a desafiar algunas de las metáforas biológicas dominantes en el escenario de hoy, comúnmente conocidas como “memes” y “virales”. Igualmente cuestiona algunos marcos utilizados para describir los medios de comunicación contemporáneos, como el concept...

In the last decades of last century -and early years of the current- we have gone through radical changes in core areas of human activity as social, cultural, economic and political. New trends have spread around the world, especially in western societies and those with established western influence. Many scholars from different disciplines attribute these changes in life and in the social conditions as a result of the same phenomenon known as postmodernism. Under this premise, this paper attempts to explain how this condition is affecting the current marketing theory and determined the conditions under which it operates its practice. Its influence becomes more important when considering the leading role played by the marketing in the postmodern phenomenon.

In recent years, studies of consumer behavior have focused on demonstrating that individuals value the experience of consumption. Given this reality, the experiential marketing formula has managed to solve this need by proposing actions that generate consumer experience and maximize the value of products and services allowing the consumer to establish an emotional, rational or sensory connection with brands during the purchase process. This article is an analysis of the marketing experiences offered by retailers of clothing and footwear from major shopping centers in Piura. The objective of this work is to define the experiential formula offered by each store of modern retail of the two main shopping centers and determine wich stores give importance to the consumer experience.

This article addresses one of the new advertising trends, branded content, a formula that goes beyond product placement and proposes relevant content to the consumer. Specifically, is analyzed the case of fashion films, an advertising format that has broken out in the sector of fashion and luxury products with great success, and whose objective is to generate content specifically for a particular fashion brand, in which beauty and aesthetic predominates, but above all, allows to communicate the values and personality of the brand and thus connect with the consumer.

In recent years, studies of consumer behavior have focused on demonstrating that individuals value the experience of consumption. Given this reality, the experiential marketing formula has managed to solve this need by proposing actions that generate consumer experience and maximize the value of products and services allowing the consumer to establish an emotional, rational or sensory connection with brands during the purchase process. This article is an analysis of the marketing experiences offered by retailers of clothing and footwear from major shopping centers in Piura. The objective of this work is to define the experiential formula offered by each store of modern retail of the two main shopping centers and determine wich stores give importance to the consumer experience.

El fundamento de este libro es el vertiginoso proceso de cambio que han afrontado los medios de comunicación de masas desde la llegada de Internet. Pero los cambios drásticos nunca son una novedad en el terreno de la comunicación. Muy por el contrario, han sido una constante en su evolución, dibujando escenarios siempre complejos para las relaciones entre los viejos y los nuevos medios. La experiencia se ha encargado de demostrar que dicho encuentro entre lo nuevo y lo viejo nunca ha sido de desplazamiento, sino más bien de convivencia, y en donde casi siempre emergen nuevos escenarios en el que se complementan y se transforman mutuamente.

En su reciente libro, “Brand Off On: El branding del futuro”, Andy Stalman, el ya reconocido especialista en Branding de España y Latinoamérica, somete a reflexión este particular concepto en el marco del inestable contexto actual. El experto aporta una serie de consideraciones sobre el Branding y su determinante influencia en las relaciones entre las marcas y las comunidades, todas ellas sometidas por los acelerados cambios de las tecnologías digitales y sobre todo, por todo el poder que le otorga a la red de usuarios.