{"id":204026,"date":"2022-10-12T09:51:33","date_gmt":"2022-10-12T14:51:33","guid":{"rendered":"https:\/\/www.ucm.edu.co\/?p=204026"},"modified":"2022-10-12T09:51:34","modified_gmt":"2022-10-12T14:51:34","slug":"territorios-de-marca-para-el-desarrollo-sostenible","status":"publish","type":"post","link":"https:\/\/www.ucm.edu.co\/en\/territorios-de-marca-para-el-desarrollo-sostenible\/","title":{"rendered":"Territorios de marca para el desarrollo sostenible"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>Resumen<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Este libro discute resultados de dos proyectos de investigaci\u00f3n y creaci\u00f3n de marca, a partir de un fecundo di\u00e1logo entre universidad y empresa \u2014en este caso la Universidad Cat\u00f3lica de Manizales (UCM) y CHEC Grupo EPM\u2014 en torno a la b\u00fasqueda conjunta del desarrollo sostenible. As\u00ed, los autores proponen la co-etnograf\u00eda creativa como m\u00e9todo emergente para identificar arquetipos y cocrear, de manera colaborativa, acciones de comunicaci\u00f3n m\u00e1s humana entre las marcas y los p\u00fablicos; en este caso, a trav\u00e9s del nuevo territorio de marca de CHEC:&nbsp;<em>la vida nos mueve.<\/em>&nbsp;Tal eslogan permite subrayar un ADN de marca \u00fanico y, a la vez, adaptable a las caracter\u00edsticas de los m\u00faltiples grupos de inter\u00e9s; mediante un caleidoscopio de arquetipos -el explorador, el sabio, el creador y el guerrero-, cuya diversidad converge alrededor del cuidado del tesoro de la energ\u00eda y de la vida que, en el fondo, son una misma magia, con frecuencia desapercibida.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De este modo, al valorar el movimiento que es la vida \u2014especialmente en tiempos de (pos)pandemia\u2014, se hace posible tambi\u00e9n reconocer la diversidad de p\u00fablicos con los que cotidianamente interact\u00faan la empresa y sus colaboradores; a partir de tres pilares de marca \u2014servicio de excelente calidad, compromiso con las personas y responsabilidad con el medio ambiente\u2014, que permiten materializar en el territorio de Caldas y Risaralda el prop\u00f3sito empresarial del Grupo EPM:&nbsp;<em>contribuir a la armon\u00eda de la vida para un mundo mejor<\/em>.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Autores:<\/strong>&nbsp;David D\u00edez, C\u00e9sar Castiblanco Laurada y Camilo R\u00edos Cardona.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>ISBN:<\/strong>&nbsp;978-958-53879-7-3&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Centro Editorial Universidad Cat\u00f3lica de Manizales<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n<div class=\"_df_book df-lite\" id=\"df_204023\"  _slug=\"territorios-de-marca-para-el-desarrollo-sostenible\" data-title=\"territorios-de-marca-para-el-desarrollo-sostenible\" wpoptions=\"true\" thumbtype=\"\" ><\/div><script class=\"df-shortcode-script\" nowprocket type=\"application\/javascript\">window.option_df_204023 = {\"outline\":[],\"backgroundColor\":\"#fff\",\"autoEnableOutline\":\"false\",\"autoEnableThumbnail\":\"false\",\"overwritePDFOutline\":\"false\",\"direction\":\"1\",\"pageSize\":\"0\",\"source\":\"https:\\\/\\\/www.ucm.edu.co\\\/wp-content\\\/uploads\\\/2022\\\/10\\\/libro-territorios-de-marca-desarrollo-sostenible.pdf\",\"wpOptions\":\"true\"}; if(window.DFLIP && window.DFLIP.parseBooks){window.DFLIP.parseBooks();}<\/script>","protected":false},"excerpt":{"rendered":"<p>Libro resultado de procesos de investigaci\u00f3n + creaci\u00f3n, derivado de la alianza colaborativa entre el programa de Publicidad UCM y CHEC Grupo EPM para el lanzamiento del nuevo territorio de marca CHEC: la vida nos mueve.<\/p>","protected":false},"author":8,"featured_media":204027,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[170],"tags":[],"class_list":["post-204026","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-libros"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - 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