{"id":60355,"date":"2017-03-01T15:59:26","date_gmt":"2017-03-01T13:59:26","guid":{"rendered":"https:\/\/ipmark.com\/?p=60355"},"modified":"2017-03-01T15:59:26","modified_gmt":"2017-03-01T13:59:26","slug":"branding-versus-debranding","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=60355","title":{"rendered":"Debranding. \u00bfUna nueva era para las marcas?"},"content":{"rendered":"<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-60357 size-full\" title=\"branding-vs-debranding\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/03\/branding-vs-debranding.jpg\" alt=\"branding-vs-debranding\" width=\"690\" height=\"278\" \/>Fuera referencias. El debranding consiste en retirar las marcas de los productos. No las camufla. Una pr\u00e1ctica que comenzar\u00e1 a asomar este a\u00f1o y que solo los m\u00e1s fuertes podr\u00e1n permitirse. Renunciando a todos los elementos de su identidad visual, los anunciantes se presentar\u00e1n cara a cara frente a los usuarios. <\/strong><\/p>\n<p>Aunque nos pueda parecer un disparate, el debranding es una de las tendencias detectadas por las comisiones de trabajo de IAB Spain y as\u00ed ha quedado incluida entre las <strong>12 l\u00edneas maestras del negocio digital<\/strong> para este a\u00f1o. Hasta los manuales de estilo se apartar\u00e1n del rigor normativo y dejar\u00e1n paso a la inspiraci\u00f3n, permitiendo que los encargados de crear materiales para las marcas puedan construirlos en el proceso.<\/p>\n<p>Este a\u00f1o tambi\u00e9n se consolidar\u00e1 la simplicidad en el branding. Gr\u00e1ficamente cada vez m\u00e1s marcas depender\u00e1n solo de su isotipo y dejar\u00e1n de lado los apoyos visuales demasiado recargados. Los mensajes rezumar\u00e1n <strong>sencillez y claridad para transmitir directamente el beneficio del producto<\/strong>.<\/p>\n<p>Parece, por tanto, que nos asomamos a una <strong>nueva era en la vida de las marcas<\/strong>, que sobrepasar\u00e1n sus representaciones gr\u00e1ficas para convertirse, fundamentalmente, en experiencias. Algo de lo que venimos oyendo hablar hace tiempo pero que es ahora cuando tomar\u00e1 cuerpo cierto.<\/p>\n<p>Las marcas se vuelven m\u00e1s personales. Intentar\u00e1n hablar de t\u00fa a t\u00fa con los consumidores apoy\u00e1ndose en una <strong>publicidad m\u00e1s real<\/strong>, muchas veces testimonios aut\u00e9nticos, y en el UGC (<strong>User<\/strong> <strong>Generated Content<\/strong>).<\/p>\n<h3><strong>ESCUCHA Y COHERENCIA<\/strong><\/h3>\n<p>Los consumidores exigen m\u00e1s atenci\u00f3n a las marcas, que deber\u00e1n flexibilizar su posicionamiento para escuchar a clientes y empleados. <strong>Escucha activa dentro y fuera<\/strong>.<\/p>\n<p>Y cuidado con lo que se dice. Los usuarios se han hecho expertos en <strong>detectar incongruencias<\/strong> entre lo que dicen las marcas y lo que realmente hacen. Aquellas marcas con discursos que no est\u00e9n secundados por acciones contantes y sonantes ser\u00e1n penalizadas.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fuera referencias. El debranding consiste en retirar las marcas de los productos. No las camufla. Una pr\u00e1ctica que comenzar\u00e1 a<\/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":[91,44],"tags":[],"class_list":["post-60355","post","type-post","status-publish","format-standard","hentry","category-branding","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La nueva tendencia en branding: el debranding-IPMARK<\/title>\n<meta name=\"description\" content=\"El branding tiene una nueva tendencia, el debranding, que consiste en retirar las marcas de los productos, renunciando a parte de su identidad visual\" \/>\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=60355\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La nueva tendencia en branding: el debranding-IPMARK\" \/>\n<meta property=\"og:description\" content=\"El branding tiene una nueva tendencia, el debranding, que consiste en retirar las marcas de los productos, renunciando a parte de su identidad visual\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=60355\" \/>\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=\"2017-03-01T13:59:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/03\/branding-vs-debranding.jpg\" \/>\n<meta name=\"author\" content=\"ipmark\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"ipmark\" \/>\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=60355#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=60355\"},\"author\":{\"name\":\"ipmark\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"headline\":\"Debranding. \u00bfUna nueva era para las marcas?\",\"datePublished\":\"2017-03-01T13:59:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=60355\"},\"wordCount\":341,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=60355#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2017\\\/03\\\/branding-vs-debranding.jpg\",\"articleSection\":[\"Branding\",\"Marketing\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=60355\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=60355\",\"name\":\"La nueva tendencia en branding: el debranding-IPMARK\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=60355#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=60355#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2017\\\/03\\\/branding-vs-debranding.jpg\",\"datePublished\":\"2017-03-01T13:59:26+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"description\":\"El branding tiene una nueva tendencia, el debranding, que consiste en retirar las marcas de los productos, renunciando a parte de su identidad visual\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=60355#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=60355\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=60355#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=60355#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Debranding. \u00bfUna nueva era para las marcas?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\",\"name\":\"ipmark\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"caption\":\"ipmark\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=21\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"La nueva tendencia en branding: el debranding-IPMARK","description":"El branding tiene una nueva tendencia, el debranding, que consiste en retirar las marcas de los productos, renunciando a parte de su identidad visual","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=60355","og_locale":"es_ES","og_type":"article","og_title":"La nueva tendencia en branding: el debranding-IPMARK","og_description":"El branding tiene una nueva tendencia, el debranding, que consiste en retirar las marcas de los productos, renunciando a parte de su identidad visual","og_url":"https:\/\/ipmark.com\/?p=60355","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2017-03-01T13:59:26+00:00","og_image":[{"url":"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/03\/branding-vs-debranding.jpg","type":"","width":"","height":""}],"author":"ipmark","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"ipmark","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=60355#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=60355"},"author":{"name":"ipmark","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"headline":"Debranding. \u00bfUna nueva era para las marcas?","datePublished":"2017-03-01T13:59:26+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=60355"},"wordCount":341,"commentCount":0,"image":{"@id":"https:\/\/ipmark.com\/?p=60355#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/03\/branding-vs-debranding.jpg","articleSection":["Branding","Marketing"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=60355","url":"https:\/\/ipmark.com\/?p=60355","name":"La nueva tendencia en branding: el debranding-IPMARK","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=60355#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=60355#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/03\/branding-vs-debranding.jpg","datePublished":"2017-03-01T13:59:26+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"description":"El branding tiene una nueva tendencia, el debranding, que consiste en retirar las marcas de los productos, renunciando a parte de su identidad visual","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=60355#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=60355"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=60355#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=60355#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Debranding. \u00bfUna nueva era para las marcas?"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1","name":"ipmark","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","caption":"ipmark"},"url":"https:\/\/ipmark.com\/?author=21"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/60355","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=60355"}],"version-history":[{"count":0,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/60355\/revisions"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=60355"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=60355"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=60355"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}