{"id":9753,"date":"2022-07-29T17:19:37","date_gmt":"2022-07-29T21:19:37","guid":{"rendered":"https:\/\/honeypotmarketing.com\/?p=9753"},"modified":"2024-10-19T10:52:28","modified_gmt":"2024-10-19T14:52:28","slug":"la-anatomia-de-un-rebranding-humanizando-una-marca-tecnologica","status":"publish","type":"post","link":"https:\/\/honeypotmarketing.com\/es\/branding\/the-anatomy-of-a-rebrand-humanizing-a-tech-brand\/","title":{"rendered":"La anatom\u00eda de un cambio de marca: humanizar una marca tecnol\u00f3gica"},"content":{"rendered":"<div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"The Anatomy of a Rebrand: Humanizing a Tech Brand\" \/><meta itemprop=\"uploadDate\" content=\"2022-07-29T17:19:37-04:00\" \/><meta itemprop=\"encodingFormat\" content=\"\" \/><meta itemprop=\"description\" content=\"When your business grows and expands from its original design, customers new or old can become confused by the change and unsure of the direction you&#039;re heading in.Your company may need to redefine itself to reduce complexity, and the best way t...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/17430-1658337541741_restream.m4a?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" \/><meta itemprop=\"contentSize\" content=\"86.4\" \/><iframe src=\"https:\/\/player.blubrry.com\/?media_url=https%3A%2F%2Fmedia.blubrry.com%2Fdigital_marketing_honeypot%2Fmc.blubrry.com%2Fdigital_marketing_honeypot%2F17430-1658337541741_restream.m4a%3FawCollectionId%3D1033945%26amp%3Baw_0_azn.pgenre%3DBusiness%26amp%3Baw_0_1st.ri%3Dblubrry%26amp%3Baw_0_azn.pcountry%3DCA%26amp%3Baw_0_azn.planguage%3Den-ca%26amp%3Bcat_exclude%3DIAB1-8%252CIAB1-9%252CIAB7-41%252CIAB8-5%252CIAB8-18%252CIAB11-4%252CIAB23%252CIAB24%252CIAB25%252CIAB26%26amp%3Baw_0_cnt.rss%3Dhttps%253A%252F%252Fhoneypotmarketing.com%252Ffeed%252Fpodcast%252F&amp;modern=1&amp;podcast_link=https%3A%2F%2Fhoneypotmarketing.com%2Fes%2Fbranding%2Fthe-anatomy-of-a-rebrand-humanizing-a-tech-brand%2F#mode-Dark&border-FFAD00&progress-FF9400\" scrolling=\"no\" width=\"100%\" height=\"165\" frameborder=\"0\" id=\"blubrryplayer-1\" class=\"blubrryplayer\" title=\"Reproductor de podcasts Blubrry\"><\/iframe><\/div><p class=\"powerpress_links powerpress_links_comfeedpodcast\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/17430-1658337541741_restream.m4a?awCollectionId=1033945&amp;amp;aw_0_azn.pgenre=Business&amp;amp;aw_0_1st.ri=blubrry&amp;amp;aw_0_azn.pcountry=CA&amp;amp;aw_0_azn.planguage=en-ca&amp;amp;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;amp;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Jugar en nueva ventana\" onclick=\"return powerpress_pinw('https:\/\/honeypotmarketing.com\/es\/?powerpress_pinw=9753-podcast');\" rel=\"nofollow\">Jugar en nueva ventana<\/a> | <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/17430-1658337541741_restream.m4a?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_d\" title=\"Descargar\" rel=\"nofollow\" download=\"17430-1658337541741_restream.m4a?awCollectionId=1033945&amp;#038;aw_0_azn.pgenre=Business&amp;#038;aw_0_1st.ri=blubrry&amp;#038;aw_0_azn.pcountry=CA&amp;#038;aw_0_azn.planguage=en-ca&amp;#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\">Descargar<\/a><\/p><p class=\"powerpress_links powerpress_subscribe_links\">Suscribir: <a href=\"https:\/\/honeypotmarketing.com\/es\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Suscr\u00edbete v\u00eda RSS\" rel=\"nofollow\">RRSS<\/a><\/p>\n<p>Cuando su negocio crece y se expande a partir de su dise\u00f1o original, los clientes nuevos o antiguos pueden confundirse por el cambio y sentirse inseguros de la direcci\u00f3n en la que se dirige.<\/p>\n\n\n\n<p>Es posible que su empresa necesite redefinirse para reducir la complejidad, y la mejor manera de hacerlo es mediante un cambio de marca.<\/p>\n\n\n\n<p>En este episodio, nos acompa\u00f1an nuestros dos invitados especiales, <strong>Kim Tarlo de Mint<\/strong> y <strong>Josh Alvernia de Clue.<\/strong><\/p>\n\n\n\n<p>Kim es directora creativa ejecutiva y socia de Mint, una agencia creativa independiente que crea marcas para generar un impacto positivo en la cultura y el futuro.<\/p>\n\n\n\n<p>Kim trabaja con marcas para afrontar los diferentes retos empresariales a los que se enfrentan en funci\u00f3n de su ciclo de vida. Tambi\u00e9n trabaja con grandes empresas que intentan evolucionar hacia una nueva audiencia o lanzar nuevas campa\u00f1as y productos.<\/p>\n\n\n\n<p>Josh es el director ejecutivo y cofundador de Clue, un socio l\u00edder en datos y medios para publicidad de b\u00fasqueda, social y program\u00e1tica.<\/p>\n\n\n\n<p>En Clue, Josh ayuda a los especialistas en marketing a interpretar y transformar sus datos en crecimiento.<\/p>\n\n\n\n<p>Su equipo de estrategas, comerciantes, desarrolladores, analistas de datos e ingenieros ayudan a dimensionar adecuadamente los datos y la tecnolog\u00eda publicitaria para resolver desaf\u00edos \u00fanicos y liberar el potencial ilimitado de las empresas en l\u00ednea.<\/p>\n\n\n\n<p>Superar los desaf\u00edos de un cambio de marca y encontrar inspiraci\u00f3n a trav\u00e9s del proceso y la ejecuci\u00f3n para ofrecer un mensaje y un servicio claros.<\/p>\n\n\n\n<p>Rebranding de una empresa puede ayudarla a prosperar y volverse atemporal para mantenerse al d\u00eda con el p\u00fablico de hoy y del futuro.<\/p>\n\n\n\n<p><strong>La anatom\u00eda de un cambio de marca: humanizar una marca tecnol\u00f3gica<\/strong><\/p>\n\n\n\n<p>Discutiremos la inspiraci\u00f3n, el proceso y la ejecuci\u00f3n necesarios para el cambio de marca de una empresa.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfQu\u00e9 hay en la agenda?<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Presentamos a Kim Tarlo de Mint y Josh Alvernia de Clue.<\/li>\n\n\n\n<li>La perspectiva empresarial sobre el cambio de marca.<\/li>\n\n\n\n<li>La perspectiva de la agencia sobre el cambio de marca.<\/li>\n\n\n\n<li>\u00bfQu\u00e9 implica un proyecto de rebranding?<\/li>\n\n\n\n<li>Los obst\u00e1culos o desaf\u00edos m\u00e1s comunes al cambiar de marca y formas de evitarlos.<\/li>\n\n\n\n<li>\u00bfC\u00f3mo medir si el cambio de marca fue un \u00e9xito?<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Presentamos a Kim Tarlo de Mint Agency y Josh Alvernia de Clue Digital<\/h2>\n\n\n\n<p>Encontrarse<strong> Kim Tarlo<\/strong>Es directora ejecutiva y socia de la Agencia Mint con sede en Toronto.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/91A3123-617x1024.jpg\" alt=\"Conoce a Kim Tarlo\" class=\"wp-image-9750\"\/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>Mint Agency trabaja con marcas que enfrentan diferentes desaf\u00edos comerciales, como el cambio de marca.<\/p>\n\n\n\n<p>Trabajan con diferentes clientes que est\u00e1n intentando evolucionar hacia una nueva audiencia o lanzar nuevas campa\u00f1as o productos.<\/p>\n\n\n\n<p>Encontrarse <strong>Josh Alvernia<\/strong> de Clue Digital. Clue Digital es un socio de datos y medios que se dedica a la publicidad program\u00e1tica, social y de b\u00fasqueda.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/JOSH-2-FXT42416-Edit-683x1024.jpg\" alt=\"Conoce a Josh Alvernia\" class=\"wp-image-9751\" title=\"Conoce a Josh Alvernia\"\/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>El objetivo de Clue Digital es ayudar a los profesionales del marketing a interpretar y transformar sus datos en crecimiento empresarial, especialmente a trav\u00e9s de campa\u00f1as de medios gestionadas por expertos.<\/p>\n\n\n\n<p>La misi\u00f3n de Clue Digital es dimensionar correctamente los datos y las t\u00e9cnicas publicitarias para que puedan resolver desaf\u00edos \u00fanicos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La perspectiva empresarial sobre el cambio de marca<\/h2>\n\n\n\n<p>La perspectiva interna del negocio puede cambiar cuando comienza a crecer.<\/p>\n\n\n\n<p>Los cambios ocurren cuando las empresas modifican sus productos o servicios a medida que crecen.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/image-62.png\" alt=\"Perspectiva empresarial\" class=\"wp-image-9755\"\/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>La raz\u00f3n principal para cambiar la marca de una empresa es cambiar el p\u00fablico objetivo y cambiar la estrategia de marketing.<\/p>\n\n\n\n<p>El cambio de marca puede ser una buena idea desde el punto de vista estrat\u00e9gico cuando como empresa tienes muy claros los cambios que quieres realizar.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La perspectiva de la agencia sobre el cambio de marca<\/h2>\n\n\n\n<p>El primer paso de cualquier cambio de marca, especialmente en una empresa en la que hay partes interesadas clave, es conocer la visi\u00f3n del negocio, hacia d\u00f3nde se pretende llegar y d\u00f3nde se pretende llegar, d\u00f3nde ha estado y d\u00f3nde est\u00e1n los clientes hoy.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/image-63.png\" alt=\"Perspectiva de la agencia \" class=\"wp-image-9756\"\/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>Es importante comprender qu\u00e9 est\u00e1 pasando con el negocio y todos los obst\u00e1culos que enfrenta.<\/p>\n\n\n\n<p>Tambi\u00e9n es realmente crucial acercarse a las partes interesadas clave para un cambio de marca y estar alineados con los objetivos y la gran idea que se pretende lograr para el negocio.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfQu\u00e9 implica un proyecto de cambio de marca?<\/h2>\n\n\n\n<p>Renovar la imagen de una empresa es darle una nueva direcci\u00f3n. Se trata de llegar a la esencia de lo que representa, consolidar sus objetivos y su visi\u00f3n y luego modificar su imagen para reflejar estos cambios.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/image-64.png\" alt=\"Proyecto de cambio de marca\" class=\"wp-image-9757\"\/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>Esto es lo que implica un proyecto de cambio de marca:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comience con la raz\u00f3n comercial<\/li>\n\n\n\n<li>Investigue su empresa y sus clientes objetivo<\/li>\n\n\n\n<li>Utilice el posicionamiento y el mensaje para capturar su estrategia de marca<\/li>\n\n\n\n<li>Construye tu identidad de marca<\/li>\n\n\n\n<li>Construye tu sitio web y presencia online<\/li>\n\n\n\n<li>Plan de construcci\u00f3n de marca<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Los obst\u00e1culos o desaf\u00edos m\u00e1s comunes al cambiar de marca y formas de evitarlos.<\/h2>\n\n\n\n<p>Cambiar la naturaleza visual y la percepci\u00f3n de su marca no est\u00e1 exento de problemas.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/image-65.png\" alt=\"Trampas\" class=\"wp-image-9758\"\/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>A continuaci\u00f3n se presentan algunos desaf\u00edos comunes y formas de evitarlos.<\/p>\n\n\n\n<p><strong>No lograr conservar el valor actual de la marca:<\/strong><\/p>\n\n\n\n<p>Renovar la marca de su empresa es algo nuevo y emocionante. Puede renovar su base de clientes actual y atraer nuevos clientes a su negocio. Sin embargo, debe realizar el cambio de marca pensando cuidadosamente en conservar el valor de marca actual que tiene.<\/p>\n\n\n\n<p><strong>No entender si es necesario un cambio de marca (o por qu\u00e9)<\/strong><\/p>\n\n\n\n<p>Describa los aspectos espec\u00edficos de su marca que desea mejorar y enumere los aspectos de su marca actual que funcionan bien y que deber\u00edan permanecer relativamente sin cambios. Esto le ayudar\u00e1 a identificar los objetivos del proyecto de renovaci\u00f3n de marca en su conjunto, manteniendo al mismo tiempo el valor de la marca actual.<\/p>\n\n\n\n<p><strong>Falta de coherencia entre los canales de marca<\/strong><\/p>\n\n\n\n<p>Su esfuerzo de renovaci\u00f3n de marca debe ser completo y evidente en todos los canales. Demasiadas empresas se proponen renovar su marca y no logran implementar la nueva imagen en todos los canales publicitarios.<\/p>\n\n\n\n<p><strong> Falta de enfoque en los objetivos<\/strong><\/p>\n\n\n\n<p>Al cambiar la marca de una empresa, debe centrarse en los objetivos de todo el proyecto. \u00bfCu\u00e1les son los objetivos del proyecto? \u00bfQu\u00e9 aspectos de su marca le gustar\u00eda mejorar? Sin objetivos claros, es dif\u00edcil evaluar sus esfuerzos y determinar si tuvo \u00e9xito.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00f3mo medir si el cambio de marca fue un \u00e9xito.<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/image-66.png\" alt=\"Medici\u00f3n del \u00e9xito \" class=\"wp-image-9759\"\/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>Usted sabe hacia d\u00f3nde quiere llevar su estrategia de marca revisada a su organizaci\u00f3n, pero para demostrar que su nueva marca logra los resultados deseados, necesita saber d\u00f3nde se encuentra ahora para tener algo con qu\u00e9 medirse.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Valor de marca<\/li>\n<\/ul>\n\n\n\n<p>Su marca no es solo una idea o un concepto. Es un activo que tiene un valor tangible y calculable. Por eso, cada vez m\u00e1s empresas recurren a expertos en valoraci\u00f3n de marcas para que les ayuden a cuantificar exactamente cu\u00e1nto vale su marca.<\/p>\n\n\n\n<p>A la hora de renovar una marca, resulta esclarecedor para cualquier empresa saber exactamente cu\u00e1nto vale su marca tradicional y luego evaluar el valor de la marca a lo largo del tiempo.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Impacto de la marca<\/li>\n<\/ul>\n\n\n\n<p>El impacto de la marca puede incluir una serie de m\u00e9tricas, como el conocimiento, la comprensi\u00f3n, la afinidad y la preferencia de la marca. Para medir c\u00f3mo afecta su cambio de marca a todos los elementos del impacto de la marca, deber\u00e1 realizar una investigaci\u00f3n de mercado antes del cambio de marca, durante el mismo y de forma peri\u00f3dica despu\u00e9s del mismo.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Rendimiento de ventas<\/li>\n<\/ul>\n\n\n\n<p>Como especialista en marketing, siempre est\u00e1s haciendo un seguimiento de los clientes potenciales, las conversiones y los ingresos por ventas. Y si bien no siempre es f\u00e1cil correlacionar los cambios en estas m\u00e9tricas con una cosa o un dato, son n\u00fameros importantes que hay que tener en cuenta durante un cambio de marca.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>M\u00e9tricas digitales<\/li>\n<\/ul>\n\n\n\n<p>Existen innumerables m\u00e9tricas que pueden ayudarte a realizar un seguimiento del impacto de tu marca en el espacio digital, algo que probablemente ya est\u00e9s haciendo. Presta atenci\u00f3n a lo siguiente:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tr\u00e1fico del sitio web (n\u00famero de visitas, tiempo de permanencia en el sitio)<\/li>\n\n\n\n<li>Clasificaci\u00f3n de Google<\/li>\n\n\n\n<li>N\u00famero de env\u00edos de formularios del sitio web<\/li>\n\n\n\n<li>N\u00famero de descargas (por ejemplo, activos restringidos)<\/li>\n\n\n\n<li>Clics y conversiones en medios pagos<\/li>\n\n\n\n<li>N\u00famero de seguidores sociales, me gusta, comentarios y menciones.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\u00a1Eso es todo!<\/h2>\n\n\n\n<p>Nos gustar\u00eda agradecer a Kim Tarlo de Mint Agency y Josh Alvernia de Clue Digital.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Facebook-L@TH-3.png\" alt=\"\" class=\"wp-image-9760\"\/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p><strong>Kim Tarlo<\/strong> es el director creativo ejecutivo y socio de Mint, una agencia creativa independiente que crea marcas para generar un impacto positivo en la cultura y el futuro.<\/p>\n\n\n\n<p>Kim trabaja con marcas para afrontar los diferentes retos empresariales a los que se enfrentan en funci\u00f3n de su ciclo de vida. Tambi\u00e9n trabaja con grandes empresas que intentan evolucionar hacia una nueva audiencia o lanzar nuevas campa\u00f1as y productos.<\/p>\n\n\n\n<p><strong>Josh Alvernia<\/strong> es el director ejecutivo y cofundador de Clue, un socio l\u00edder en datos y medios para publicidad de b\u00fasqueda, social y program\u00e1tica.<\/p>\n\n\n\n<p>En Clue, Josh ayuda a los especialistas en marketing a interpretar y transformar sus datos en crecimiento.<\/p>\n\n\n\n<p>Su equipo de estrategas, comerciantes, desarrolladores, analistas de datos e ingenieros ayudan a dimensionar adecuadamente los datos y la tecnolog\u00eda publicitaria para resolver desaf\u00edos \u00fanicos y liberar el potencial ilimitado de las empresas en l\u00ednea.<\/p>","protected":false},"excerpt":{"rendered":"<p>Cuando su empresa crece y se expande a partir de su dise\u00f1o original, los clientes nuevos o antiguos pueden confundirse con el cambio y sentirse inseguros sobre la direcci\u00f3n que est\u00e1 tomando. Es posible que su empresa deba redefinirse para reducir la complejidad, y la mejor manera de hacerlo es a trav\u00e9s de un cambio de marca. 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