{"id":55576,"date":"2016-07-12T10:28:54","date_gmt":"2016-07-12T08:28:54","guid":{"rendered":"https:\/\/ipmark.com\/?p=55576"},"modified":"2016-07-12T10:28:54","modified_gmt":"2016-07-12T08:28:54","slug":"arquitectura-de-marcas-rtve","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=55576","title":{"rendered":"La nueva arquitectura de marcas de RTVE"},"content":{"rendered":"<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-55577 size-full\" title=\"arquitectura de marcas y branding\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/07\/RTVE-arquitectura-marcas.jpg\" alt=\"RTVE-arquitectura-marcas-IPMARK\" width=\"345\" height=\"194\" \/>Summa ha sido la encargada de levantar la nueva <a href=\"https:\/\/ipmark.com\/marketing\/marcas\/\">arquitectura de marcas<\/a> de RTVE, para acomodarla a los nuevos h\u00e1bitos de consumo de medios. La consultora de branding ya trabaj\u00f3 en el cambio de identidad corporativa que la corporaci\u00f3n llev\u00f3 a cabo en 2008.\u00a0<\/strong><\/p>\n<p>La transformaci\u00f3n digital hace que <strong>los modos de consumo de los medios de comunicaci\u00f3n hayan cambiado radicalmente<\/strong>. La hibridaci\u00f3n de contenidos y plataformas es una realidad, por lo que la arquitectura de marcas de RTVE en base a medios de comunicaci\u00f3n (tv, radio e internet) requer\u00eda una revisi\u00f3n. \u201cLa TV se ve en el m\u00f3vil, la radio se escucha y se ve en la web, la televisi\u00f3n conectada lleva Internet a la pantalla de televisi\u00f3n\u2026las fronteras entre los medios se diluyen, y era necesario encontrar un nuevo criterio que nos permitiera organizar el portafolio de RTVE de forma m\u00e1s eficiente\u201d, se\u00f1ala Conrad Llorens, fundador y Consejero delegado de Summa.<\/p>\n<p>Tras un estudio con las diferentes \u00e1reas de RTVE, la consultora ha apostado por <strong>organizar el portafolio de acuerdo tres tipolog\u00edas de marcas: las de productos, las de servicios y las de iniciativas institucionales.<\/strong> Este criterio permite tener sistemas visuales homog\u00e9neos para marcas que cumplen los mismos roles en la corporaci\u00f3n. El modelo permite adem\u00e1s a RTVE proyectar mejor tres aspectos estrat\u00e9gicos que la distinguen: su integraci\u00f3n como Grupo, la innovaci\u00f3n a trav\u00e9s de servicios interactivos y la vocaci\u00f3n social y de servicio p\u00fablico que le caracteriza.<\/p>\n<p>El proyecto incorpora un flujograma de decisi\u00f3n que permite decidir autom\u00e1ticamente el tipo de soluci\u00f3n que le corresponde llegado el caso a una nueva marca de acuerdo a sus caracter\u00edsticas, y ha sistematizado todo ello en el <strong>Centro de Marca<\/strong>, la plataforma digital para la gesti\u00f3n de las marcas que ya en su d\u00eda desarroll\u00f3 para RTVE.<\/p>\n<figure id=\"attachment_55578\" aria-describedby=\"caption-attachment-55578\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-55578 size-full\" title=\"arquitectura-de-marcas-RTVE\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/07\/Arquitectura-marcas-RTVE-Summa.jpg\" alt=\"Arquitectura-marcas-RTVE-Summa\" width=\"690\" height=\"583\" \/><figcaption id=\"caption-attachment-55578\" class=\"wp-caption-text\">As\u00ed es la nueva arquitectura de marcas de RTVE, dise\u00f1ada por Summa.<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Summa ha sido la encargada de levantar la nueva arquitectura de marcas de RTVE, para acomodarla a los nuevos h\u00e1bitos<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[91],"tags":[],"class_list":["post-55576","post","type-post","status-publish","format-standard","hentry","category-branding"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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