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 |
| Publicado: |
Universidad Pontificia Bolivariana
2020
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| Materias: | |
| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4626 |
| _version_ | 1782344945121624064 |
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| author | Muñoz Sánchez, Omar Vélez Ochoa, Claudia I. |
| author_facet | Muñoz Sánchez, Omar Vélez Ochoa, Claudia I. |
| author_sort | Muñoz Sánchez, Omar |
| collection | Revista |
| description | 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. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4626 |
| institution | Colección Académica de Ciencias Sociales |
| language | Español |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-46262020-10-03T17:37:35Z FROM SYNESTHESIA TO BRAND EXPERIENCE DE LA SINESTESIA A LA EXPERIENCIA DE MARCA Muñoz Sánchez, Omar Vélez Ochoa, Claudia I. Sinestesia creatividad diseño de experiencia estrategia sentidos Synesthesia creativity experience design strategy ways 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. Los profesionales de la publicidad están comprendiendo que la marca tiene una dimensión social y como tal debe estar integrada a la genética corporativa. Es en este proceso donde la creatividad ayuda a construir una experiencia verdaderamente memorable entre la marca y el usuario o consumidor. Nuestra propuesta de investigación se desarrolla en la relación entre sinestesia y lo que se conoce como publicidad experiencial, muy relacionado con el marketing de experiencias. La sinestesia implica la mezcla de sentidos. Pero cuando esa mezcla de sentidos se presenta al servicio de la publicidad, surge la oportunidad de abrir nuevos horizontes para la creatividad individual y grupal. El concepto de experiencia se complementa con una visión holística sensorial. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4626 Colección Académica de Ciencias Sociales; Vol. 1 Núm. 2 (2014): Jul-Dic; 9-15 2422-0477 spa https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4626/4311 |
| spellingShingle | Sinestesia creatividad diseño de experiencia estrategia sentidos Synesthesia creativity experience design strategy ways Muñoz Sánchez, Omar Vélez Ochoa, Claudia I. FROM SYNESTHESIA TO BRAND EXPERIENCE |
| title | FROM SYNESTHESIA TO BRAND EXPERIENCE |
| title_full | FROM SYNESTHESIA TO BRAND EXPERIENCE |
| title_fullStr | FROM SYNESTHESIA TO BRAND EXPERIENCE |
| title_full_unstemmed | FROM SYNESTHESIA TO BRAND EXPERIENCE |
| title_short | FROM SYNESTHESIA TO BRAND EXPERIENCE |
| title_sort | from synesthesia to brand experience |
| topic | Sinestesia creatividad diseño de experiencia estrategia sentidos Synesthesia creativity experience design strategy ways |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4626 |