{"id":230001,"date":"2025-11-12T16:23:08","date_gmt":"2025-11-12T15:23:08","guid":{"rendered":"https:\/\/ipmark.com\/?p=230001"},"modified":"2025-11-12T16:23:08","modified_gmt":"2025-11-12T15:23:08","slug":"orbea-presenta-draw-the-line-una-declaracion-global-de-identidad-valores-y-proposito","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=230001","title":{"rendered":"Orbea presenta &#8216;Draw the Line&#8217;, una declaraci\u00f3n global de identidad, valores y prop\u00f3sito"},"content":{"rendered":"<p data-start=\"528\" data-end=\"793\">\u201cDraw the Line\u201d es una <strong data-start=\"551\" data-end=\"580\">declaraci\u00f3n de principios<\/strong> que refleja la dualidad entre crear caminos \u2014como hacen sus ciclistas y equipos de competici\u00f3n\u2014 y establecer l\u00edmites \u00e9ticos \u2014como los que definen su modelo cooperativo y su compromiso con la fabricaci\u00f3n local\u2014.<\/p>\n<p data-start=\"843\" data-end=\"1141\"><strong data-start=\"843\" data-end=\"885\">Orbea fabrica desde Mallabia (Bizkaia)<\/strong> y opera como cooperativa. \u201c<strong data-start=\"913\" data-end=\"1060\">Todas las personas que trabajamos en ORBEA somos parte de las decisiones que se toman y todos los votos cuentan por igual: una persona, un voto<\/strong>\u201d, explica <strong data-start=\"1071\" data-end=\"1089\">Ander Olariaga<\/strong>, director de Marca y Comunicaci\u00f3n de la compa\u00f1\u00eda.<\/p>\n<p data-start=\"1143\" data-end=\"1466\">Su modelo se traduce en <strong data-start=\"1167\" data-end=\"1189\">acciones concretas<\/strong>: reinversi\u00f3n de beneficios en empleo local y desarrollo territorial, asunci\u00f3n de sobrecostes derivados de aranceles para proteger a tiendas y clientes en mercados clave, y selecci\u00f3n de patrocinios alineados con sus valores \u00e9ticos, m\u00e1s all\u00e1 del beneficio econ\u00f3mico inmediato.<\/p>\n<p><iframe loading=\"lazy\" title=\"DRAW THE LINE | ORBEA\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/fGHqgAkv5QE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3 data-start=\"1468\" data-end=\"1511\">Una campa\u00f1a que no publicita, declara<\/h3>\n<p data-start=\"1513\" data-end=\"1893\">Para presentar este prop\u00f3sito, <strong data-start=\"1544\" data-end=\"1601\">MUY ha dise\u00f1ado una estrategia de comunicaci\u00f3n global<\/strong> para Europa, Latinoam\u00e9rica y Estados Unidos. No es solo publicidad, sino una <strong data-start=\"1679\" data-end=\"1741\">manifestaci\u00f3n p\u00fablica de lo que Orbea es y ha sido siempre<\/strong>. La campa\u00f1a incluye un <strong data-start=\"1765\" data-end=\"1804\">manual de identidad verbal y visual<\/strong>, cuyo dise\u00f1o vertical simboliza la toma de decisiones y el establecimiento de l\u00edmites.<\/p>\n<p data-start=\"1895\" data-end=\"2224\">\u201cEl mercado de las bicicletas es una batalla de especificaciones t\u00e9cnicas y patrocinio. Orbea ten\u00eda una historia mucho m\u00e1s potente que contar, pero no la estaba contando\u201d, comenta <strong data-start=\"2075\" data-end=\"2092\">Isusko Artabe<\/strong>, director creativo de MUY. \u201cNuestro trabajo ha sido verbalizar esa esencia que ya exist\u00eda y convertirla en una narrativa global\u201d.<\/p>\n<h3 data-start=\"2226\" data-end=\"2256\">Una nueva era para Orbea<\/h3>\n<p data-start=\"2258\" data-end=\"2726\">Con \u201cDraw the Line\u201d, Orbea abre una etapa en la que la comunicaci\u00f3n <strong data-start=\"2326\" data-end=\"2419\">no solo hablar\u00e1 de innovaci\u00f3n en producto, sino tambi\u00e9n de valores, comunidad y prop\u00f3sito<\/strong>. <strong>\u201c\u2018Draw the Line\u2019 es nuestra manera de mirar el mundo y actuar en \u00e9l. Una expresi\u00f3n que nos ayuda a hablar de lo que realmente nos mueve: la curiosidad por explorar nuevos caminos, la coherencia para actuar con respeto y la voluntad de construir, en colaboraci\u00f3n, algo que perdure\u201d<\/strong>, destaca Olariaga.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Orbea, la marca l\u00edder espa\u00f1ola de bicicletas, lanza su nuevo posicionamiento global &#8216;Draw the Line&#8217;, desarrollado junto a la agencia creativa MUY. Con esta iniciativa, la compa\u00f1\u00eda redefine su estrategia de marca y proyecta una visi\u00f3n diferente de la industria: del producto a la experiencia y de la inspiraci\u00f3n al compromiso.<\/p>\n","protected":false},"author":14,"featured_media":230039,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[2114],"class_list":["post-230001","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","tag-creatividad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Orbea presenta &#039;Draw the Line&#039;, una declaraci\u00f3n global de identidad, valores y prop\u00f3sito - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\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=230001\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Orbea presenta &#039;Draw the Line&#039;, una declaraci\u00f3n global de identidad, valores y prop\u00f3sito - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"og:description\" content=\"Orbea, la marca l\u00edder espa\u00f1ola de bicicletas, lanza su nuevo posicionamiento global &#039;Draw the Line&#039;, desarrollado junto a la agencia creativa MUY. 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