{"id":69055,"date":"2018-02-14T15:04:58","date_gmt":"2018-02-14T13:04:58","guid":{"rendered":"https:\/\/ipmark.com\/?p=69055"},"modified":"2018-02-14T15:04:58","modified_gmt":"2018-02-14T13:04:58","slug":"branding-caso-naturaco-interbrand","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=69055","title":{"rendered":"The Body Shop, Natura y Aesop se agrupan bajo la marca Natura&#038;Co"},"content":{"rendered":"<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-69056 size-full\" title=\"Branding-Caso-NateCo-Interbrand\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/02\/Branding-Caso-NateCo-Interbrand.jpg\" alt=\"Branding-Caso-NateCo-Interbrand\" width=\"690\" height=\"400\" \/>La consultora de <a href=\"https:\/\/ipmark.com\/marketing\/branding\/\">branding<\/a> Interbrand ha sido la encargada de desarrollar la nueva marca corporativa del grupo Natura&amp;CO, que nace producto de la uni\u00f3n de Natura, Aesop y The Body Shop.<\/strong><\/p>\n<p>Las tres referencias son\u00a0 pioneras en sus mercados y \u00a0tienen fuertes identidades pero comparten su \u201c<strong>compromiso con las pr\u00e1cticas de negocio sostenibles y \u00e9ticas<\/strong>\u201d. No obstante, el primer reto para la consultora consisti\u00f3 en encontrar un hilo com\u00fan entre las tres: \u201cbuscar una esencia compartida y expresarla de una manera inspiradora\u201d, explica Daniella Bianchi, managing director de Interbrand Brasil.<\/p>\n<p>As\u00ed, el nombre Natura&amp;Co sintetiza esa comunidad de intereses. Natura (adem\u00e1s de ser el art\u00edfice de la<strong> uni\u00f3n de las tres marcas en el mismo grupo<\/strong>) tiene un significado pr\u00e1cticamente universal; el ampersand (&amp;) representa la suma de fuerzas en el grupo, y \u201cCo\u201d, adem\u00e1s de ser la abreviatura de \u201cCompa\u00f1\u00edas\u201d, agrega un sentido de colaboraci\u00f3n, coexistencia, conexi\u00f3n y comprensi\u00f3n, temas centrales de la sociedad contempor\u00e1nea y valores fundamentales del ethos del nuevo grupo. Finalmente, el uso de \u201c&amp;Co\u201d recuerda al prefijo \u201cEco-\u201c, que conecta directamente con las ra\u00edces de las tres compa\u00f1\u00edas, reconocidas internacionalmente por su inter\u00e9s por la sostenibilidad y las pr\u00e1cticas ecol\u00f3gicas\u00bb, cuentan desde la consultora de branding.<\/p>\n<p>\u201cCon un nombre cargado ya de tantos significados, buscamos una soluci\u00f3n simple y elegante para la <strong>identidad visual<\/strong>. La tipograf\u00eda, limpia y clara, fue dise\u00f1ada especialmente para la nueva marca y rinde tributo a Natura. El universo visual fue creado a partir de un elemento gr\u00e1fico, la \u201cllave\u201d, que simboliza la coexistencia de Natura, Aesop y The Body Shop, y que se expresa a trav\u00e9s de una paleta crom\u00e1tica inspirada en la naturaleza\u201d, se\u00f1ala Bianchi.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La consultora de branding Interbrand ha sido la encargada de desarrollar la nueva marca corporativa del grupo Natura&amp;CO, que nace<\/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-69055","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\/ -->\n<title>Branding: Interbrand crea la marca corporativa de 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