Blog Archives

Tag Archives: Hugo Ulises Cobos

More than Branding to hit the National Congress of Digital Marketing in Mexico City

Congreso Nacional de Marketing Digital

On November 12th and 13th, Mexico City will host the second annual National Congress of Digital Marketing (Congreso Nacional de Marketing Digital), organized by none other than Mexico's most important publication in Marketing, Advertising and Media: Merca 2.0 Magazine and kätedra Communication Group.

The event converges the leading minds of Digital Marketing in Mexico and Latin America for a presentation of their views, trends, practices and case studies in an industry characterized as dynamic and unavoidable for modern marketers.

Speakers from agencies and brands such as McCormick, Aeromexico, Yahoo!, DraftFCB, Flock, Mercado Libre and others will be sharing their experiences, insights, and what they consider to be the most important challenges in the environment for brands and how should they address them.

More Than Branding will be present for full coverage and share every detail of this important and interesting event.

Stay tuned on our social media channels and on the blog!

Congreso Marketing Digital Program

Design and Marketing: The Critical Duo

The way we interact with our surroundings is defined, quite possibly, by its structure. Shapes, colors, words, sounds and other elements combine to create an environment that may well be hostile or friendly to us.

All space and objects we come into contact with is subject to a process that has led to this physical creation: design.

Daily, we hear this term applied to many industries, and for various purposes: graphic, textile, urban, architectural, industrial, interiors, editorial, advertising, digital, etc. It has so many meanings and interpretations, and, unfortunately has become a discipline somewhat misunderstood and underestimated. Not many people appreciate its true power, or better yet, its transcendence in our lives and in the business world.

All things we choose in our everyday (clothes, food, consumer goods, etc.), as well as for our big decisions (house, car, school, etc.) are always subject to a criteria of functionality and aesthetics, sometimes in different orders of priority. Thus creating within us a perception that may result in a purchase.

In marketing, design is critical to the success of a brand. From the design of a product: its packaging, presentation, logo, name and colors, to its pricing strategies, point of purchase display and advertising. Everything is conceived, planned, designed. Design must therefore provide a functional and aesthetic solution to a specific need on principles of simplicity, practicality and economy (entailing an efficient management of resources that comprise it, without desire to cheapen the concept).

A consistent design, from all angles, generates great power and value to brands; it projects a very strong cohesion, and its elements are not reduced just to visual elements. A company that displays a careful visual image, a product or service well-crafted, effective business communication, and consistent behavior of its employees or agents, has great opportunities and a huge advantage over their competitors.

If a brand’s advertising is flawless, it is possible to persuade a large number of people to buy it - but if its container is not ergonomically friendly or service lends itself so clumsy or hasty - perhaps it will discourage consumers from buying it a next time. If, however, the physical design of a product is outstanding, many people may not have a chance to try it if your advertising and communications is poorly designed.

The development of effective business design is built upon several disciplines that are complemented by a single purpose: marketing, semiotics, hues and chromes, typography, psychology, semantics, sociology, and so on. Those responsible for the design of a graphical solution, product, space or advertising message need to know this in order to create a strong and suitable concept.

According to several professional and remarkable designers, we can conclude that good design must comply with the characteristics below:

  • Good design is a concept, a story, something to say.
  • Designing communicates, not decorates.
  • Good design should be universal and timeless. Your message must be easily understood in different places and cultures. Moreover, it must strive to transcend time instead of becoming obsolete quickly.
  • Good design is versatile. Fits various means.
  • It is simple, clear and concise.
  • Good design is innovative. It surprises and calls the viewer's attention.
  • It helps us to understand a product. It communicates benefits perfectly.
  • It makes a product useful.
  • It watches the details.

6 reasons why brands should innovate in business

In industries such as marketing it is well known that the only thing that remains constant is change. Marketers are required to generate impressive and convincing strategies for our companies. However, such strategies are only successful in the long run if they are supported by a strong and solid product that generates engagement with consumers. A variable certainly central to this process is innovation.

Here are six concepts related to innovation and how it influences the marketing and business world today.


Innovation has a rejuvenating and refreshing effect on a brand. It provides the physical and ideological vigor that will propel it to set new goals and face adversity from a different angle. A brand that is constantly innovating does not age, but still in force, at the forefront, acquiring new customers and startling the already captive.


An obsolete and outdated brand that is clinging to the old ways and is shortsighted to the changing consumer does not cast any value on it; it gradually depreciates and becomes monotonous. It does not advance since it maintains an offer that is immovable and devoid of vision. Innovation, on the other hand, is based on the progeny of new ideas, finding alternatives and proposals according to current demands and future market trends.


Innovation is a powerful differentiator, makes our brand stand out and be the focus of attention in highly competitive industries. It improves positioning and allows companies to offer truly relevant and high valued products deeply appreciated by the consumer. It makes the brand unique.


The benefit of an innovative culture in any brand is hard to match; it becomes a leader and role model, it set trends and guidelines. It invents. The inventiveness keeps it a step ahead: predicting, creating, being a fundamental part of the natural evolution of its own industry.


Innovation is commitment. To maintain and consolidate cutting-edge position, a brand must keep creating and recreating, improving continually and systematically. It must keep on moving. It is not only a commitment to itself but to the consumer, which is used to receive products with high satisfaction standards and stays on the lookout for new releases of its favorite brands. A brand that quits innovating stops growing and not only abandons his consumer, it offers openly to its competitor.


All this generates a challenge. A brand which is characterized by its innovative practices is constantly challenged to surpass itself, to constantly improve and bring fresh ideas to continue lubricating the gears of creation; ideas that, further, delineate and feed a virtuous circle that will undoubtedly will favor their position in the market, but, more importantly, consumer perception.

Advertising and Language: The Power of Words

It is possible that the evolution and progress of humanity have, as a deeper root, our communication skills. The use and abuse of language has allowed us to push our thinking to the outside - or distort its content - and send misleading messages, which in disciplines such as marketing can severely affect the level of persuasion a brand would like to achieve on its consumers.

Countless campaigns are developed around the world with the sole purpose of positioning products and generating massive brigades over the shelves on what are the most powerful retail chains in the world.

Both Advertising and Marketing use graphical, textual, verbal or sound communication tools in order to construct messages that lead to consumption of products and services that are offered by a brand that invests in these efforts of persuasion.

Whichever way a brand chooses to establish a dialogue with its customers, the use of words has been critical in the development of stories that touch the susceptibilities of the people they are directing these efforts to.

Here are some variables that are influential in the development of messages designed to communicate brand value:


"The unintelligibility is the perfect weapon for those who have nothing to say," goes an aphorism. It's easy to overwhelm our end target with a dense mass of words that in the end do not transmit anything. A message designed to be plainly perceived is undoubtedly the most difficult thing to develop, but also happens to be the most efficient way to create an impact and awareness. What is read easily was hardly easy to write.


To be able to communicate effectively we must develop a central concept, focusing the effort on an anchor story, a solid and attractive premise in which the personality, values and proposal of the brand will be present. Linking a brand with a good story allows consumers to associate it with emotional aspects and be more receptive to its message and more likely to its consumption and acceptance.


A brief, but precise and clear message always generates better results than an entire passage written in an encyclopedic boast. Please do not mistake a brief message with a short one: "It is not the same the brief than the short: the brief shuts up on time, the short shuts up early”, according to Andres Neuman.


Environment is crucial when it comes to effective communications. Whether in marketing or in any other discipline, the knowledge of the environment (its influences and components) in which a message is going to be issued, will give us some guidelines in the choice of words, references, tones and proper resources that will allow a substantial penetration of the brand’s premise in its target.


To take advantage of a language, it's necessary to know about it - its rules, resources, figures, structure, etc. Only he who has knowledge of its proper application can communicate accurately, and clearly convey ideas to consumers. Rhetorical figures make it possible for grouping concepts, making allegories, highlighting qualities and wrapping up the receiver in a story well told intensifying their attention.


As people, we create associations in our minds that not necessarily converge with reality. Alex Grijelmo mentions in his book "Seduction of the Words", that advertising uses phrases, such as "Free as the Sun" in order to promote liberating qualities in certain products, which are actually inaccurate, considering that the sun remains static all the time, always coming out at the same time and serving a rigid period very far from being as free as it’s mentioned. However, people tend to associate terms like "freedom" with large spaces, like the sea, and other aspects of nature, as the star in question, perhaps because of the ideal of breaking binds with everyday civilization. Thus, understanding certain terms that serve as positive or longing symbols, though perhaps inaccurate, we can build a powerful and emotionally provocative message to the end target thereof.

Thus, knowledge and good use of language enables us to construct powerful texts or writing scripts that connect with the consumer at a deeper and emotional level. Taking inspiration from the great thinkers and poets, of the beauty of literature, interest ourselves a little more about the resources offered by our language, and of course, be constantly observant of the everyday society we live in and how this society perceives and associates, we provide useful tools to distinguish ourselves from our competitors. And who can forget Scrabble’s copy: "It's our word against theirs."

Marketing… With a Little Help From Technology


It's no secret that technology has exponentially modified the way we inhabit this world and our interaction with it. It is certainly a powerful generator of extraordinary experiences and a solid link between us and our imagination, allowing people to materialize fantastic moments produced by brands.

The use of the technological resources that have been developed enable disciplines such as marketing to explore alternative paths and generate a synergy in the mind amidst every executed action. These tools have become more advanced, complex and fascinating, thereby reaching new depths of the imagery held in our mental cells, suddenly released to land in a world that transcends the incredible.

Therefore, it is our obligation as strategists, marketers and advertisers to have a vivid imagination alongside the technological advances of today. We also have the challenge of surprising the consumer -  an increasingly difficult task  in  this day in age - in which we tend to think that we have seen everything,  and our sense of wonder is limited as our senses encounter new experiences generated by brands.

The adoption of advanced technologies has an impact on different levels for brands, which provide certain benefits that cannot be ignored:


Through the use of technology, brands are much closer to their current and potential consumers. The ubiquity provided by these tools nowadays is impressive: mobile technology, activations, geolocation, ambient marketing, and other BTL executions. However, it is essential to choose the right timing and moments of high impact in order to generate a more effective and truly influential persuasion.


With resources such as augmented reality, QR codes, advergaming and mobile marketing, consumers are directly involved in activities that require an interaction around the benefits offered by a brand. This, in turn, allows for an immediate response through an actions that are purely untraditional, fun and interesting for the consumer if well done.


Due to the direct and instant characteristic  of marketing activities based on high technology, the feedback we get is equally fast, and reliable. Consumers can express their thoughts and feelings about a brand, promotion or specific activity, especially considering the influence of Social Media, which can be monitored with the use of certain tools, offering a clearer and accurate appreciation of our brand out there in the market.


One of the main benefits of technology in marketing is the design and development of metrics that are far more accurate, fast and veracious. These tools, many of which are used for promotional campaigns or activities, are equipped with instruments that measure results and are customizable and modifiable in scope and in segments as well as in intervals.


Nowadays, and thanks to technology, the possibilities of organizations to work on its branding are far wider; creating awareness and engagement through experiences is easier as one develops and operates an identity based a relationship that involves the customer. 


Another aspect of technologies that is canonically acknowledge is that they exist to simplify life. A brand that holistically adopts these resources has an opportunity to automate both processes of production and distribution - and generates a competitive advantage. It facilitates decision-making to consumers, simplifies their points of contact, and is able to develop products and services that make their life easier.


A counterparty that involves the use of technology is the level of commitment that is acquired, ie, the need for brands to sustain and not desist from the use thereof. Consistency and continuity, as any marketing practice, allows a deeper understanding and involves a discipline and a mentality prone to experimentation and exploration in order to find new ways and methods of generating experiences.

The use of technology in this industry is essential, not only for promotional strategies, but even for other marketing processes: product development and design, payment systems, technical support and customer service, evaluation and measurement results, research, segmentation, internal communication, endomarketing and a long list of factors involved in the business activities of a brand.

From the simplicity of a QR code to the complex and controversial application of neuromarketing, brands have at their disposal a wide range of tools to generate a profound influence on the customer.

Marketing strategies must become stories, and strategists must become their creator. Technology is nothing without imagination. A mind develops it, and another one learns to apply it and take it to the next level, breaking the passivity of outdated marketing and the traditional strategies that have absolutely no effect on today's consumer.