{"id":63681,"date":"2017-08-17T13:45:18","date_gmt":"2017-08-17T11:45:18","guid":{"rendered":"https:\/\/internetrepublica.com\/?p=63681\/"},"modified":"2020-10-09T11:21:31","modified_gmt":"2020-10-09T09:21:31","slug":"friendly-branding-concepto-mas-simpatico","status":"publish","type":"post","link":"https:\/\/internetrepublica.com\/blog\/friendly-branding-concepto-mas-simpatico\/","title":{"rendered":"Friendly Branding, un concepto de lo m\u00e1s simp\u00e1tico"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Ya sabemos lo que es <\/span><i><span style=\"font-weight: 400;\">branding<\/span><\/i><span style=\"font-weight: 400;\">, pero si le aplicamos un adjetivo como puede ser <strong>\u2018amigable\u2019<\/strong>, se convierte en una <strong>forma de construir una imagen de marca de manera simp\u00e1tica.<\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Y es que, tambi\u00e9n sabemos que las marcas tienden a buscar esa conexi\u00f3n con las personas, intentando crear un v\u00ednculo positivo y \u2018friendly\u2019. Esto, si se trabaja muy bien, en un tiempo podr\u00eda llevarnos al concepto <\/span><i><span style=\"font-weight: 400;\">Brand Love<\/span><\/i><span style=\"font-weight: 400;\">. Porque muchas relaciones se han forjado de una amistad previa, \u00bfno?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Pero, antes de ese paso, como hemos dicho, hace falta recorrer mucho en el terreno de la estrategia del marketing. <strong>Las marcas deben diferenciarse para conquistar a las personas<\/strong>, porque este concepto \u2018friendly\u2019 lo estamos viendo en muchos productos. Hacer lo mismo que tu competencia, no te va a ayudar a ganar amigos.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Se nos viene a la cabeza muchos ejemplos que recurren a la presentaci\u00f3n de sus productos mediante dibujos que cuentan una historia. <strong>Estos suelen ser sencillos y divertidos<\/strong> y lo que buscan es transmitir humanidad. Que todo parezca m\u00e1s cercano y m\u00e1s humano para recuperar un poco la fe en las grandes empresas, y con ello la confianza.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Tenemos ejemplos claros en las compa\u00f1\u00edas telef\u00f3nicas. La estrategia que sigue Movistar, Orange o Vodafone casi se parece. Im\u00e1genes reales, <\/span><i><span style=\"font-weight: 400;\">lifestyle<\/span><\/i><span style=\"font-weight: 400;\"> o canciones pegadizas. Pero, por el contrario, hay dos que desde que nacieron han intentado asomar la cabecita con una estrategia m\u00e1s cercana a lo &#8216;<\/span><span style=\"font-weight: 400;\">friendly<i>&#8216;<\/i><\/span><span style=\"font-weight: 400;\">. Es el caso de Yoigo o Lowi. La primera se centr\u00f3 en mostrar una imagen alegre con sus personajes hechos en 3D, pero sobre todo con copys potentes. Luego lleg\u00f3 Lowi, que utiliz\u00f3 tambi\u00e9n el recurso de dibujos, pero m\u00e1s sencillos y con tipograf\u00edas m\u00e1s ca\u00f1eras intentando transmitir con ello ternura y cercan\u00eda. Seguro que est\u00e1s familiarizado con cada uno y han conseguido que permanezcan de alguna manera en nuestra memoria.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Este concepto tambi\u00e9n puede mostrarse muy bien a trav\u00e9s de redes sociales, como puede ser Instagram. Las marcas se intentan mostrar de una forma bonita y original sus productos en sus perfiles. Veamos ejemplos:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.instagram.com\/wetransfer\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b>WeTransfer<\/b><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Es una herramienta con la que puedes enviar tus archivos a cualquier parte del mundo. Fue fundada en 2009 y desde entonces han centrado su imagen en las ideas creativas. De hecho, han creado un blog para darle voz a todos esos creativos de distintas disciplinas como la m\u00fasica, la ilustraci\u00f3n, el arte o el dise\u00f1o y cuentan la historia de estos fondos y la de sus creadores.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-63683\" src=\"https:\/\/internetrepublica.com\/wp-content\/uploads\/2017\/08\/CapturaWeTransfer2_opt.png\" alt=\"WeTransfer\" width=\"750\" height=\"499\" srcset=\"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/CapturaWeTransfer2_opt.png 750w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/CapturaWeTransfer2_opt-300x200.png 300w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/CapturaWeTransfer2_opt-700x466.png 700w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-63684\" src=\"https:\/\/internetrepublica.com\/wp-content\/uploads\/2017\/08\/CapturaWeTransfer_opt.png\" alt=\"WeTransfer\" width=\"750\" height=\"425\" srcset=\"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/CapturaWeTransfer_opt.png 750w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/CapturaWeTransfer_opt-300x170.png 300w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/CapturaWeTransfer_opt-700x397.png 700w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/p>\n<p><a href=\"https:\/\/www.dropbox.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b>Dropbox<\/b><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Es uno de los ejemplos m\u00e1s claros. Lejos de la imagen que han llegado a mostrarnos, es tecnolog\u00eda que no parece demasiado accesible para las personas, es decir, almacenamiento de datos en una nube. Muy necesario, pero de primeras, es cero atractivo y sin conocerlo puede resultar complicado. Pero nacieron con un <\/span><i><span style=\"font-weight: 400;\">look and feel<\/span><\/i><span style=\"font-weight: 400;\"> muy potente y amable, con dibujos cercanos. Ahora tambi\u00e9n muestran fotograf\u00edas reales muy impactantes.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-63686\" src=\"https:\/\/internetrepublica.com\/wp-content\/uploads\/2017\/08\/CapturaDropbox2_opt.png\" alt=\"Dropbox\" width=\"750\" height=\"248\" srcset=\"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/CapturaDropbox2_opt.png 750w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/CapturaDropbox2_opt-300x99.png 300w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/CapturaDropbox2_opt-700x231.png 700w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-63687\" src=\"https:\/\/internetrepublica.com\/wp-content\/uploads\/2017\/08\/CapturaDropbox_opt.png\" alt=\"Dropbox\" width=\"650\" height=\"475\" srcset=\"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/CapturaDropbox_opt.png 750w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/CapturaDropbox_opt-300x219.png 300w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/CapturaDropbox_opt-700x511.png 700w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/oreo\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b>Oreo<\/b><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Es cierto que su producto son solo galletas, pero al fin y al cabo han sabido jugar como nadie con lo que pueden ofrecer integr\u00e1ndolas en escenarios entre lo real y ficticio. Es una forma divertida de llegar a la gente a trav\u00e9s de sus productos, invitando a estos tambi\u00e9n a hacer sus creaciones con galletas Oreo.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-63690\" src=\"https:\/\/internetrepublica.com\/wp-content\/uploads\/2017\/08\/Sin-t\u00edtulo-1.jpg\" alt=\"Oreo\" width=\"750\" height=\"750\" srcset=\"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/Sin-t\u00edtulo-1.jpg 750w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/Sin-t\u00edtulo-1-150x150.jpg 150w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/Sin-t\u00edtulo-1-300x300.jpg 300w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/Sin-t\u00edtulo-1-550x550.jpg 550w, https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2017\/08\/Sin-t\u00edtulo-1-700x700.jpg 700w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Seguro que t\u00fa tambi\u00e9n conoces alg\u00fan ejemplo. Confiesa, \u00bfalguna marca ha llegado a conquistarte?<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Ya sabemos lo que es branding, pero si le aplicamos un adjetivo como puede ser \u2018amigable\u2019, se convierte en una forma de construir una&#8230;<\/p>\n","protected":false},"author":46,"featured_media":63695,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[109,110],"tags":[32,204,1018,302,372,636],"class_list":["post-63681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","category-marketing","tag-branding","tag-brands","tag-con","tag-estrategia","tag-imagen-de-marca","tag-marketing-2-mx"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Friendly Branding, un concepto de lo m\u00e1s simp\u00e1tico - 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