Diseño y Comunicación

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Diseño y
Comunicación

l r n r dr g z



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SITIOS WEB
He estado a cargo de páginas web como Ecuador Tv,
Radio Pública, Fundación Telefónica, Ecuador 2030
y otras de empresas menos conocidas.
En algunos casos he maquetado utilizando CMS y
modificando plantillas, pero también he trabajado con
archivos HTML y CSS. Otras veces creo elementos gráficos
como botones o banners.
La página web de HLD fue una de las últimas en las que trabajé:
http://www.ecuaexperience.com/

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FOTOGRAFIA
Este es uno de mis hobbies. Adquirí la formación académica
como parte de mis estudios profesionales. Lo que disfruto de
la fotografía es capturar momentos y lugares cotidianos. No
busco la luz controlada, trato de utilizar la natural y pruebo
diferentes ángulos de composición.
La mayoría de mis últimas tomas están en mi cuenta de
Instagram:
http://www.instagram.com/lore_lrr/

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MIS BLOGS
Estudiando la maestría en comunicación descubrí mi talento para
escribir. Creo que lo disfruto porque también es una actividad
creativa y muy utilizada como parte de las expresiones de
identidad corporativa, un tema que me encanta.
Como no tengo la formación académica de escritora estoy muy
al pendiente de cursos online para la escritura en el mundo
digital.
Los blogs favoritos que he escrito son estos:
http://www.com676visualrethorics.wordpress.com/
http://www.com610atqueensblog.wordpress.com/

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7 Principles applied by Oreo to stay timeless

By Lorena Rodriguez

How can a brand stand out nowadays? Brands occupy a central place in our lives as the result
of market evolution and its demand for new points of view. In today‟s scenario, actions taken to
face new challenges are not limited to economic measures, but also to how to creatively
approach user‟s increased power and expectations.

For a brand to get good results in a global and competitive economy demands risk appetite,
dynamism, open-mindedness and immediate reactions. Brands that take the right direction
enjoy recognition and power. People expect holistic experiences, a complete package whose
value is worth more than the sum of its parts.

To determine the top practices to communicate a brand‟s identity, let‟s take a look to a long-
standing brand: Oreo. It may not be in the top-ten lists of powerful brands, but with growing
numbers in social media channels - over 41,173K facebook fans, 769K twitter followers and
109K subscribers in youtube - the cookie‟s survival for over 100 years it‟s not just a coincidence.

Through social media channels, consumers are able to support or destroy a brand because
networks are easily created. Brands are acting as the context to create communities which are
the new indicators of a brand‟s strength.

New rules

The new market has placed the customer at the heart of business, which means brands really
need to pay attention to their audience evolution and invest in actions meant to achieve affinity
and long term relationships, as Shirazi, Lorestani, & Mazidi (2013) point it out, “a brand is
successful when people see themselves as its owner and feels belonged to it” (p. 168). In a
market based on relationships, some important points to highlight are:

 Shape a strong core

Inner culture, values and personality are at the top of companies‟ priorities-list. Everyone
involved should be clear on how to live the brand. Embracing the brand values means knowing
the message that needs to be communicated. Oreo is all about the sandwich cookie; it sticks to
its simple concept and then applies it using new tools. Check out these commercials: one from
1968 https://www.youtube.com/watch?v=AqMiGF8lB8Q, and other from 2015

https://www.youtube.com/watch?v=abhIgCKda1I , graphics are so different, but in both the main
idea expresses how great it is to eat an Oreo cookie. As Bough, Oreo‟s community manager,
explain it when asked about one of his tweets, "Didn't you see what we did for the last 100
days? That was building the muscle memory as an organization” (Saks, n.d., para. 12).

 Attach to the “real” group
The exclusivity of a group keeps clear the idea of who they are and who they‟re not.
People have the need to be part of a group, to share and exchange thoughts with others
similar. When a brand promotes interactions, it attracts clients in a deeper way.
Nowadays that fitness is everywhere, it‟s evident that Oreo is not liked by those perfect-
health communities, but the brand keeps sharing how to enjoy the cookie. On Oreo‟s
digital media channels we can see many tempting recipes
(https://www.pinterest.com/oreo/, http://www.oreo.com/recipes/). This kind of content is
valuable just for its specific audience.

 Take opportunities, but keep consistency
To forge a strong core that is worthy, consistency is a must, “brand essence should be
consistent everywhere; you can‟t really split your soul” (Edwards & Day, 2005, p. 8). In
2013 super bowl‟s blackout, the twitt published by Oreo was a success
(https://twitter.com/oreo/status/298246571718483968); it was ingenious, consistent with
the mark and at the right moment.

 Don’t be the only one talking, customers are great contributors
As part of the relationship, consumers need to be active actors by contributing to the
growth of their community. “People love to be part of the process-the potential for
emotional involvement is huge here, not to mention „the fun factor‟.”(Gobé, 2002, p.215).
#SnackHacks was inspired by a consumer video
(https://www.youtube.com/watch?v=zkfTI5wg67w), following the idea Oreo promoted
sharing innovative ways to eat Oreos, including events with celebrity chefs and fans
(http://www.adweek.com/videowatch/oreo-turns-snack-hacks-web-series-157007).

 Attention to details

In order to establish a deep relationship with the customer, the engagement can‟t be
limited to rational choices, real engagement implies emotional connections. A brand
needs to offer stimulus to the senses. Oreo has created opportunities to keep in touch
with its customers not just through the product. The message Oreo sends is of joy, and it
is kept in their commercials, website and social media channels. For its 100th birthday
Oreo made of its celebration a year-round event that included Oreos birthday-cake
limited edition, an exclusive website to receive birthday wishes, mob dancers, singers,
images of 100 years of history, big main events in different cities and so on; every detail
was commemorative to its birthday. This link summarizes Oreo‟s 100 birthday
(https://www.youtube.com/watch?v=A9UqFGKcNWg).

 Consumers are the right investment, listen to them
Brands need to realize that investment in relationships is demanding but fruitful. Their
interest in their communities needs to be real, so both sides of the relationship feel it
worthy, “the value creation takes place when consumers and businesses co-create
mutual value” (Hans, Correia, Basile, & Vrontis, 2012, p.406). When Oreo first entered
the Asian market, it modified the sweetness of the cookie in order to delight its new
customer‟s taste.

 So many great tools are available, use them wisely
Technology has so many things to offer such as 3D printing, animation and new social
channels. That doesn‟t mean a brand needs to apply everything, what is important is the
message. Brands need to be aware of what is happening and take what works best for
their message. Oreo keeps talking about the cookie, although they don‟t limit themselves
to the product, but the experience. With 1 million of downloads, the Oreo app: Twist,
Lick, Dunk only reinforces the message of joy related to its product. Also, for the product
introduction in Asia, Oreo launched an app where people could see their faces
overlapped on emoticons characters.

What is worth learning from Oreo is its predisposition to the future. Although it is a brand
founded under different market rules, it is amazing how simple and still powerful its message is.
Oreo faced the challenge, got involved with new technologies and adapted its message. Oreo
has understood the importance of building communities and have shown real engagement while
doing so.

What brands can learn from the current perspective on the topic is that they need to be always
prepared to change, innovate and adapt their fundamental values to new ways and evolving
technologies. Once that a company is clear about its inner culture, it needs to externalize it, but
thinking in whole experiences. Details such as architecture, visual design, digital media and any
point of contact with the customer are important to deliver the right message, and they also
increase the familiarity and forge the development of feelings for the brand.

References

Edwards H. & Day D (2005). Creating passion brands: Getting to the heart of branding. London
and Sterling, VA: Kogan page limited

Gobé, M. (2002). Citizen Brand: 10 Commandments for transforming brands in a consumer
democracy. New York, NY: Allworth Press

Hans, R., Correia Loureiro, S. M., Basile, G., & Vrontis, D. (2012). The increasing dynamics
between consumers, social groups and brands. Qualitative Market Research, 15(4), 404-419.
Australian journal 2004

Saks, D. n.d. Oreo tags pop culture. Fast Company. Retrieved from:
http://www.fastcompany.com/3036086/oreo-tags-pop-culture)

Shirazi, A., Lorestani, H. Z., & Mazidi, A. K. (2013). Investigating the effects of brand identity on
customer loyalty from social identity perspective. Iranian Journal of Management Studies, 6(2),
153-179.