{"id":12410,"date":"2023-03-28T13:28:17","date_gmt":"2023-03-28T11:28:17","guid":{"rendered":"https:\/\/blancfestival.com\/?p=12410"},"modified":"2023-03-29T12:05:07","modified_gmt":"2023-03-29T10:05:07","slug":"naming-con-usted","status":"publish","type":"post","link":"https:\/\/blancfestival.com\/ca\/naming-con-usted\/","title":{"rendered":"Usted, y el arte de crear nombres"},"content":{"rendered":"<p>Marc y Mart\u00ed se conocieron rotando por varias agencias de publicidad de Barcelona. Como se suele decir, &#8220;dios los crea y el viento los amontona&#8221;, y en los entretiempos del Pro Evolution Soccer comienza a gestarse lo que luego acabar\u00eda siendo Usted, una agencia de dise\u00f1o y publicidad liderada por Marc Torrell y Mart\u00ed Pujol\u00e0s.<\/p>\n<p>Si hay que definir una caracter\u00edstica que los diferencia de otras agencias, es ese punto rebelde, un poco punk, fuera de los convencionalismos.<\/p>\n<h2>Episodio 11 con Usted, hablando, entre otras cosas, de Naming<\/h2>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.ivoox.com\/player_ej_105278431_6_1.html?c1=444444\" width=\"100%\" height=\"200\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h2>Aqu\u00ed el episodio en v\u00eddeo si quieres verles las caras!<\/h2>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/RddoDR_rxvE\" width=\"680\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" data-mce-type=\"bookmark\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/p>\n<p>En este episodio hablamos sobre naming, de que el nombre no lo es todo y de lo mucho que importa la narrativa y el universo de la marca (Es tan importante el nombre como la atenci\u00f3n al cliente, o el tono de la comunicaci\u00f3n en los diferentes canales f\u00edsicos y digitales)<\/p>\n<p>En Usted no siempre siguen un m\u00e9todo, ser\u00eda imposible, cada proyecto es diferente y no se puede aplicar una metodolog\u00eda para la creaci\u00f3n de un nombre. Cada proyecto tiene un trasfondo, una narrativa (o storytelling, que queda mas cool), y en la agencia, narrativa y naming van siempre de la mano. No se puede crear un naming sin una narrativa de marca que lo respalde. Y en eso, los Usted son muy buenos.<\/p>\n<p>Nos consta porque son los que pusieron nombre al Blanc!, los que le dieron un significado y un tono a la comunicaci\u00f3n de la marca. Y que inevitablemente se traslad\u00f3 a todos los aspectos del festival.<\/p>\n<p>Para Usted no va s\u00f3lo de poner un nombre, va de crear una narrativa, una &#8220;personalidad&#8221; de marca, un tono en la comunicaci\u00f3n que sentar\u00e1n las bases de futuras estrategias de branding y publicidad.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"680\" height=\"680\" class=\"alignnone size-large wp-image-12414\" src=\"https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_06.jpg\" alt=\"\" srcset=\"https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_06.jpg 680w, https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_06-250x250.jpg 250w, https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_06-150x150.jpg 150w, https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_06-120x120.jpg 120w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"680\" height=\"680\" class=\"alignnone size-large wp-image-12417\" src=\"https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_09.jpg\" alt=\"\" srcset=\"https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_09.jpg 680w, https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_09-250x250.jpg 250w, https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_09-150x150.jpg 150w, https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_09-120x120.jpg 120w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"680\" height=\"383\" class=\"alignnone size-large wp-image-12420\" src=\"https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_10.jpg\" alt=\"\" srcset=\"https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_10.jpg 680w, https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_10-250x141.jpg 250w, https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_10-120x68.jpg 120w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"680\" height=\"769\" class=\"alignnone size-large wp-image-12423\" src=\"https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_04.jpg\" alt=\"\" srcset=\"https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_04.jpg 680w, https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_04-250x283.jpg 250w, https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_04-120x136.jpg 120w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"680\" height=\"680\" class=\"alignnone size-large wp-image-12426\" src=\"https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_03.jpg\" alt=\"\" srcset=\"https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_03.jpg 680w, https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_03-250x250.jpg 250w, https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_03-150x150.jpg 150w, https:\/\/blancfestival.com\/wp-content\/uploads\/2023\/03\/Good_shit_03-120x120.jpg 120w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/somosusted.com\/\" target=\"_blank\" rel=\"noopener\">www.somosusted.com<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"Marc y Mart\u00ed se conocieron rotando por varias agencias de publicidad de Barcelona. Como se suele decir, &#8220;dios los crea y el viento los amontona&#8221;, y en los entretiempos del Pro Evolution Soccer comienza a gestarse lo que luego acabar\u00eda siendo Usted, una agencia de dise\u00f1o y publicidad liderada por Marc Torrell y Mart\u00ed Pujol\u00e0s.&hellip;","protected":false},"author":1,"featured_media":12411,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[224],"tags":[],"evento":[],"class_list":["post-12410","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcasts"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Usted, y el arte de crear nombres<\/title>\n<meta name=\"description\" content=\"Hablamos \u00bfCu\u00e1n importante el naming en el proyecto de una marca, producto o servicio? 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