{"id":165400,"date":"2022-12-21T14:00:23","date_gmt":"2022-12-21T13:00:23","guid":{"rendered":"https:\/\/ipmark.com\/?p=165400"},"modified":"2023-05-17T15:37:31","modified_gmt":"2023-05-17T13:37:31","slug":"beyond-by-omd-el-valor-de-marca-tiene-que-persistir-siempre","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=165400","title":{"rendered":"Beyond by OMD. El valor de marca tiene que persistir siempre"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">\u00bfC\u00f3mo garantizar la conservaci\u00f3n del valor de marca en un escenario cambiante? La honestidad, la transparencia y apelar al ADN de la marca, son aspectos clave que las compa\u00f1\u00edas deben siempre tener en su hoja de ruta, destac\u00f3 <\/span><b>Mariela Andreotti, <\/b><b><i>media, digital &amp; communications manager<\/i><\/b><b> de GBfoods<\/b><span style=\"font-weight: 400;\">, en un nuevo encuentro de Beyond, conducido por Cristina Barranco, directora general de OMD Espa\u00f1a.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El encuentro <\/span><b><i>Beyond by OMD. Resiliencia y Reactividad <\/i><\/b><span style=\"font-weight: 400;\">cont\u00f3 adem\u00e1s con la presencia de <\/span><b>Sagrario Rico, <\/b><b><i>new business director<\/i><\/b><b> de Grupo Bimbo, y Nicolas Wein, <\/b><b><i>head of marketing &amp; digital<\/i><\/b><b> de Lidl Espa\u00f1a<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>Fieles a la esencia de la marca\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Mariela Andreotti se\u00f1al\u00f3 que existen diferencias en el contenido del mensaje de la compa\u00f1\u00eda dependiendo del tipo de canal. \u201cNo es lo mismo lo que hablamos en un spot de televisi\u00f3n que lo que decimos en nuestros canales digitales, en los cuales hablas de t\u00fa a t\u00fa con el consumidor\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Con una comunicaci\u00f3n <\/span><i><span style=\"font-weight: 400;\">direct to consumer<\/span><\/i><span style=\"font-weight: 400;\">, destac\u00f3 la experta del grupo GBfoods, \u201cse puede generar ese sentimiento de marca, podemos escuchar lo que dicen los usuarios y podemos construir juntos\u201d. Andreotti puntualiz\u00f3 en el encuentro que siempre hay que ser fieles a la esencia de la marca, teniendo claro \u201cqu\u00e9 es lo que queremos comunicar\u201d, para que ese valor de marca \u201csiempre permanezca y vayamos sumando en la misma direcci\u00f3n\u201d.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Beyond by OMD. Resiliencia y Reactividad. Mariela Andreotti.\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/S7EbXT2LxBU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<h3><b>Adaptarse al momento<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">El papel de las marcas del fabricante y de distribuci\u00f3n en el actual contexto de incertidumbre tambi\u00e9n sali\u00f3 a flote en el encuentro de Beyond de OMD Espa\u00f1a.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cTanto las marcas de fabricante como las marcas propias tienen que ser capaces de adaptarse al momento, tienen que ser resilientes\u201d, expuso <\/span><b>Nicolas Wein, <\/b><b><i>head of marketing &amp; digital<\/i><\/b><b> de Lidl Espa\u00f1a<\/b><span style=\"font-weight: 400;\">. El profesional destac\u00f3 el posicionamiento de calidad\/precio de Lidl Espa\u00f1a que acompa\u00f1a a la sociedad y a los consumidores en estos momentos de encarecimiento de precios. \u201cLos consumidores est\u00e1n pasando una \u00e9poca con bolsillos m\u00e1s vac\u00edos y necesitan encontrar soluciones para ello\u201d.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Beyond by OMD. Resiliencia y Reactividad. Nicolas Wein.\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/V5hRKSrXaOQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<pre><strong>Accede a todos los contenidos Beyond by OMD:\r\n<\/strong><\/pre>\n<ul>\n<li><a href=\"https:\/\/ipmark.com\/beyond-by-omd-las-marcas-ante-el-cambio-exponencial\/\">Las marcas ante el cambio exponencial<\/a><\/li>\n<li><a href=\"https:\/\/ipmark.com\/beyond-by-omd-hacia-donde-se-dirige-la-segmentacion-de-audiencias\/\">Beyond by OMD. \u00bfHacia d\u00f3nde se dirige la segmentaci\u00f3n de audiencias?<\/a><\/li>\n<li><a href=\"https:\/\/ipmark.com\/beyond-by-omd-nuevas-claves-para-la-segmentacion\/\">Nuevas claves para nuevas segmentaciones<\/a><\/li>\n<li><a href=\"https:\/\/ipmark.com\/beyond-by-omd-relevancia-o-notoriedad-indicadores-para-el-futuro-del-marketing\/\">\u00bfRelevancia o notoriedad? Indicadores para el futuro del marketing<\/a><\/li>\n<li><a href=\"https:\/\/ipmark.com\/beyond-by-omd-por-que-es-tan-importante-alimentar-la-relevancia-de-marca\/\">Beyond by OMD. \u00bfPor qu\u00e9 es tan importante alimentar la relevancia de marca?<\/a><\/li>\n<li><a href=\"https:\/\/ipmark.com\/beyond-by-omd-vasos-comunicantes-entre-relevancia-y-notoriedad\/\">Beyond by OMD. Los vasos comunicantes entre relevancia y notoriedad<\/a><\/li>\n<li><a href=\"https:\/\/ipmark.com\/beyond-omd-skin-or-screen-el-consumidor-ante-lo-real-y-lo-virtual\/\">\u00bfSkin or screen? El consumidor ante lo real y lo virtual<\/a><\/li>\n<li><a href=\"https:\/\/ipmark.com\/beyond-by-omd-como-y-cuando-adentrarse-en-el-metaverso\/\">Beyond by OMD. C\u00f3mo y cu\u00e1ndo \u2018adentrarse\u2019 en el metaverso<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>El \u00faltimo encuentro Beyond del a\u00f1o, espacio creado por OMD Espa\u00f1a para adelantarse a lo que est\u00e1 por venir, vers\u00f3 sobre la gesti\u00f3n de la incertidumbre por parte de las marcas en un contexto cambiante y de c\u00f3mo trabajan en este viaje para llegar a buen puerto.<\/p>\n","protected":false},"author":30,"featured_media":165393,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6456],"tags":[2158],"class_list":["post-165400","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond-by-omd","tag-agencias-de-medios"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beyond by OMD. El valor de marca tiene que persistir siempre<\/title>\n<meta name=\"description\" content=\"El encuentro &#039;Beyond by OMD. Resiliencia y Reactividad&#039; vers\u00f3 sobre el papel de las marcas en un contexto de incertidumbre.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=165400\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beyond by OMD. El valor de marca tiene que persistir siempre\" \/>\n<meta property=\"og:description\" content=\"El encuentro &#039;Beyond by OMD. Resiliencia y Reactividad&#039; vers\u00f3 sobre el papel de las marcas en un contexto de incertidumbre.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=165400\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2022-12-21T13:00:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-17T13:37:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/beyond-by-OMD-ok.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"780\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Roc\u00edo Calder\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Roc\u00edo Calder\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=165400#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=165400\"},\"author\":{\"name\":\"Roc\u00edo Calder\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/0cd80129b6d6c318e9e1c6188e323a60\"},\"headline\":\"Beyond by OMD. 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