Biblioteca Digital de VanguardiaFROM SYNESTHESIA TO BRAND EXPERIENCE
The advertising professionals are realizing that the brand has a social dimension and as such should be integrated into the corporate genetics. It is in this process where creativity helps build a truly memorable experience between the brand and the user or consumer. Our proposed research is based o...
| Autores principales: | , |
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| Formato: | Artículo |
| Lenguaje: | Español |
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Universidad Pontificia Bolivariana
2020
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| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4626 |
| Sumario: | The advertising professionals are realizing that the brand has a social dimension and as such should be integrated into the corporate genetics. It is in this process where creativity helps build a truly memorable experience between the brand and the user or consumer. Our proposed research is based on the relationship between synesthesia and what is known as experiential advertising, closely related to the marketing of experiences. Synesthesia involves mixing of senses. But when that mixture of senses presents to advertising, the opportunity arose to open new horizons for individual and group creativity. The concept of experience is complemented by a sensory holistic view. |
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