{"id":22904,"date":"2022-03-23T16:00:15","date_gmt":"2022-03-23T16:00:15","guid":{"rendered":"https:\/\/www.cappellidesign.com\/news\/dynamic-brand-the-new-methodology-of-brand-communication\/"},"modified":"2025-12-01T16:59:09","modified_gmt":"2025-12-01T16:59:09","slug":"dynamic-brand-the-new-methodology-of-brand-communication","status":"publish","type":"post","link":"https:\/\/www.cappellidesign.com\/es\/news\/dynamic-brand-the-new-methodology-of-brand-communication\/","title":{"rendered":"Dynamic brand. The new methodology of brand communication"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"22904\" class=\"elementor elementor-22904 elementor-11658\">\n\t\t\t\t\t\t<div class=\"elementor-inner\">\n\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6e421e83 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6e421e83\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-28f114e8\" data-id=\"28f114e8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5ffa3797 elementor-widget elementor-widget-text-editor\" data-id=\"5ffa3797\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p>Las personas cambian, al igual que cambian las relaciones entre ellas. Las relaciones entre las personas, los consumidores y las marcas cambian de la misma manera. De esta reflexi\u00f3n nace el m\u00e9todo <b>Dynamic brand<\/b>, la clave con la que cada d\u00eda afrontamos nuestros proyectos de comunicaci\u00f3n.<\/p><p>Todo empez\u00f3 con un an\u00e1lisis de la situaci\u00f3n social desde la aparici\u00f3n de las redes sociales y el deseo de desarrollar un m\u00e9todo combinando a\u00f1os de estudio, experimentaci\u00f3n, e investigaci\u00f3n.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8d59848 elementor-widget elementor-widget-spacer\" data-id=\"8d59848\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a1222b9 elementor-aspect-ratio-169 elementor-widget elementor-widget-video\" data-id=\"a1222b9\" data-element_type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;aspect_ratio&quot;:&quot;169&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-fit-aspect-ratio elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/683759500?autoplay=1&amp;playsinline=1&amp;color&amp;autopause=0&amp;loop=1&amp;muted=0&amp;title=0&amp;portrait=0&amp;byline=0#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d3f44da elementor-widget elementor-widget-spacer\" data-id=\"d3f44da\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70550bc elementor-widget elementor-widget-text-editor\" data-id=\"70550bc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p><i style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Akkurat, Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\">El trabajo que un brand debe hacer no es exactamente fantas\u00eda, pero debe tener una cierta m\u00edstica construida sobre una base est\u00e9tica. Este libro es fundamental, es la biblia del brand de Cappelli Identity Design y el mantra de Emanuele Cappelli. Dynamic Brand, establece una mentalidad que es una poderosa combinaci\u00f3n de realidad y percepci\u00f3n.&nbsp;<\/i><br><\/p>\n<p>Prefacio de <b style=\"\">Steven Heller<\/b><\/p><p>Co-Chair de MFA Designer como Author Department, New Programs Special Consultant al President of the School of Visual Arts, Visual Columnist para New York Times Book Review.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c61e83d elementor-widget elementor-widget-spacer\" data-id=\"c61e83d\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-94c785b elementor-widget elementor-widget-text-editor\" data-id=\"94c785b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p><i>El dise\u00f1o es la encarnaci\u00f3n tangible de los valores sociales y culturales. Es el laboratorio alqu\u00edmico donde se hacen las conexiones.\u00a0<\/i><\/p><p>Introducci\u00f3n de <b>Betti Marenko<\/b><\/p><p><i>Reader en Design y Techno-Digital Futures Central Saint Martins, University of the Arts London.\u00a0<\/i><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ab6df22 elementor-widget elementor-widget-spacer\" data-id=\"ab6df22\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-88d7c06 elementor-widget elementor-widget-image\" data-id=\"88d7c06\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"864\" src=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1.png\" class=\"attachment-full size-full wp-image-19003\" alt=\"\" srcset=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1.png 1536w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1-300x169.png 300w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1-1024x576.png 1024w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1-768x432.png 768w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1-600x338.png 600w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1-1280x720.png 1280w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1-900x506.png 900w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b5c0f48 elementor-widget elementor-widget-spacer\" data-id=\"b5c0f48\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ab2d4bf elementor-widget elementor-widget-text-editor\" data-id=\"ab2d4bf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p>El Dynamic brand es una evoluci\u00f3n del concepto Brand Identity, desarrollado a trav\u00e9s de todos los lenguajes de comunicaci\u00f3n estrat\u00e9gica, ya sean antiguos o nuevos. Hablar de identidad significa necesariamente hablar de vida, crecimiento y personas. La metodolog\u00eda del Dynamic brand, de hecho, surge del an\u00e1lisis del mercado actual combinado con el estudio de la experiencia personal, punto de vista, y valores: en otras palabras, el aspecto m\u00e1s importante de la estrategia de dise\u00f1o (y la vida).<\/p><p>Por esa raz\u00f3n decidimos escribir el libro <i>Dynamic brand \u2013 The new methodology of brand communication<\/i> (publicado por Skira y distribuido mundialmente por Art Book y Thames &amp; Hudson) para compartir nuestra experiencia y el m\u00e9todo que acompa\u00f1a nuestro trabajo en el estudio.\u00a0<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eac3996 elementor-widget elementor-widget-spacer\" data-id=\"eac3996\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f097bb elementor-widget elementor-widget-text-editor\" data-id=\"9f097bb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p><b>Empecemos con el concepto de identidad: que es identidad?&nbsp;<\/b><\/p><p>La identidad existe cuando hay diversidad. Nadie puede existir sin el otro: no hay sombra sin el sol y viceversa. Entre el negro y el blanco, hay una ventana a trav\u00e9s de la cual podemos ver todos los matices del mundo.&nbsp;<\/p><p><b>Dynamic brand como una evoluci\u00f3n de identidad: desde un concepto est\u00e1tico a uno din\u00e1mico.&nbsp;<\/b><\/p><p>Con la difusi\u00f3n de internet y las redes sociales (Facebook 2004), el brand salt\u00f3 de las vallas publicitarias a nuestra televisi\u00f3n y finalmente hasta llegar a nuestros dispositivos m\u00e1s personales: smartphones, nuestras cajas m\u00e1gicas, un dispositivo al cual tenemos acceso 24\/7. Esta nueva conexi\u00f3n con el mundo ofrece nuevas posibilidades de comunicar: el esquema vertical es reemplazado por una comunicaci\u00f3n totalmente integrada. Dentro de esta nueva din\u00e1mica, el logo tambi\u00e9n adquiere una dimensi\u00f3n diferente, convirti\u00e9ndose en un signo vivo, que respira, capaz de interactuar con las personas.&nbsp;<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-607edf4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"607edf4\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f56f7cf\" data-id=\"f56f7cf\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-ce69957 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ce69957\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-f31a468\" data-id=\"f31a468\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b8be436 elementor-widget elementor-widget-image\" data-id=\"b8be436\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_allJPG-1024x683.jpg\" class=\"attachment-large size-large wp-image-19006\" alt=\"\" srcset=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_allJPG-1024x683.jpg 1024w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_allJPG-300x200.jpg 300w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_allJPG-768x512.jpg 768w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_allJPG-1536x1024.jpg 1536w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_allJPG-600x400.jpg 600w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_allJPG-1280x853.jpg 1280w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_allJPG-900x600.jpg 900w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_allJPG.jpg 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-a51cc73\" data-id=\"a51cc73\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-77d86fb elementor-widget elementor-widget-image\" data-id=\"77d86fb\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli-1024x683.jpg\" class=\"attachment-large size-large wp-image-19008\" alt=\"\" srcset=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli-1024x683.jpg 1024w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli-300x200.jpg 300w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli-768x512.jpg 768w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli-1536x1024.jpg 1536w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli-600x400.jpg 600w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli-1280x853.jpg 1280w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli-900x600.jpg 900w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli.jpg 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6749c4a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6749c4a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c5b3eb6\" data-id=\"c5b3eb6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1b9c3e0 elementor-widget elementor-widget-image\" data-id=\"1b9c3e0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_Emanuele_Cappelli-1024x683.jpg\" class=\"attachment-large size-large wp-image-19007\" alt=\"\" srcset=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_Emanuele_Cappelli-1024x683.jpg 1024w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_Emanuele_Cappelli-300x200.jpg 300w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_Emanuele_Cappelli-768x512.jpg 768w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_Emanuele_Cappelli-1536x1024.jpg 1536w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_Emanuele_Cappelli-600x400.jpg 600w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_Emanuele_Cappelli-1280x853.jpg 1280w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_Emanuele_Cappelli-900x600.jpg 900w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/DB_OGR-_Tech-_Torino_@Cinzia-Capparelli_Emanuele_Cappelli.jpg 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-ccf5c4d\" data-id=\"ccf5c4d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ff24bf7 elementor-widget elementor-widget-image\" data-id=\"ff24bf7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/61A8687-copia-1024x683.jpg\" class=\"attachment-large size-large wp-image-19010\" alt=\"\" srcset=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/61A8687-copia-1024x683.jpg 1024w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/61A8687-copia-300x200.jpg 300w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/61A8687-copia-768x512.jpg 768w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/61A8687-copia-1536x1024.jpg 1536w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/61A8687-copia-600x400.jpg 600w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/61A8687-copia-1280x853.jpg 1280w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/61A8687-copia-900x600.jpg 900w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/61A8687-copia.jpg 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-03b2d1e elementor-widget elementor-widget-spacer\" data-id=\"03b2d1e\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-282f3ac elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"282f3ac\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0bc39c4\" data-id=\"0bc39c4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c3a81fd elementor-widget elementor-widget-text-editor\" data-id=\"c3a81fd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p>Aqu\u00ed hay algunas citas de los participantes de la presentaci\u00f3n del libro el 24 de marzo de 2022 en la oficina de Cappelli Identity Design en Tur\u00edn, en OGR Tech, OGR Tur\u00edn.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1ed2b51 elementor-widget elementor-widget-spacer\" data-id=\"1ed2b51\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1826e2c elementor-aspect-ratio-169 elementor-widget elementor-widget-video\" data-id=\"1826e2c\" data-element_type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;aspect_ratio&quot;:&quot;169&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-fit-aspect-ratio elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/717492906?color&amp;autopause=0&amp;loop=1&amp;muted=0&amp;title=0&amp;portrait=0&amp;byline=0#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-27acad4 elementor-widget elementor-widget-spacer\" data-id=\"27acad4\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8ff1792 elementor-widget elementor-widget-text-editor\" data-id=\"8ff1792\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Akkurat, Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\"><i>El libro describe como inicialmente concebimos el m\u00e9todo y proporciona una colecci\u00f3n perspicaz sobre los materiales de estudio recopilados para redactar este libro, del cual estamos realmente orgullosos.\u00a0<\/i><\/span><\/p><p>\u00a0<\/p><p><b>Emanuele Cappelli<\/b>, Autor del Libro y Founder de Cappelli Identity Design<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7d45ce2 elementor-widget elementor-widget-spacer\" data-id=\"7d45ce2\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-56411b8 elementor-widget elementor-widget-text-editor\" data-id=\"56411b8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p><i>La palabra pasi\u00f3n es algo que hace la historia en una empresa y por lo tanto tambi\u00e9n del brand. La otra es &#8220;resiliencia&#8221;, o \u201cresistencia\u201d, para ir siempre m\u00e1s all\u00e1, pero la otra gran palabra, la cual es clave, es \u201ctransformaci\u00f3n\u201d, una palabra central en estos tiempos. Tanto es as\u00ed, que en Talent Garden hemos construido una empresa de transformaci\u00f3n, para nosotros el Dynamic brand es todo, nuestra compa\u00f1\u00eda vive en esta transformaci\u00f3n. En este saber hacer que los espacios cobren vida, en todas las actividades hacemos el sentido de la experiencia, el sentido de construir juntos, de dar a todos un punto de vista compartido que cambia con el tiempo.<\/i><\/p><p><b>Barbara Graffino<\/b>, CEO, Talent Garden Fondazione Agnelli<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-83d467d elementor-widget elementor-widget-spacer\" data-id=\"83d467d\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c427155 elementor-widget elementor-widget-text-editor\" data-id=\"c427155\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p><i>Este es el primer evento en persona qu\u00e9 hemos hecho, y nos complace haber presentado la publicaci\u00f3n de los colaboradores y amigos de Cappelli Identity Design en OGR. Encontr\u00e9 muchos elementos en com\u00fan, en particular la obstinaci\u00f3n y la voluntad de llevar una nueva iniciativa, caracter\u00edsticas que encuentro diariamente en las start-ups trabajando en OGR. Lo que ha sido el destino y el \u00e9xito de Cappelli Identity Design solo puede ser una confirmaci\u00f3n del enfoque que caracteriz\u00f3 los primeros pasos de Emanuele Cappelli y que luego tom\u00f3 forma en lo que hemos visto hoy todos juntos.<\/i><\/p><p><b>Matteo Pessione<\/b>, OGR Tech Coordinator, Planning y Control, OGR Torino<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-16f6ff6 elementor-widget elementor-widget-spacer\" data-id=\"16f6ff6\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-318cee6 elementor-widget elementor-widget-text-editor\" data-id=\"318cee6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p><i>Dynamic brand es un libro de contenido, para ser le\u00eddo, para ser disfrutado lentamente, lo que nos muestra una vez m\u00e1s que el libro como medio no necesariamente tiene que ser superado por lo digital y que en s\u00ed mismo parte de un proceso de dise\u00f1o. En este libro la identidad y la diversidad son primordiales. En mi opini\u00f3n, hay identidad en diversidad si hay conciencia; sin esto, la diversidad es aterradora y nos estamos peleando, y sin conciencia nuestra identidad constantemente flaquea. Con nuestro humilde trabajo a trav\u00e9s de los libros y las exposiciones, tratamos de construir una apertura para dar voz a aquellos que crean cultura.<\/i><\/p><p><b>Pietro Della Lucia<\/b>, Director de Catalogs and Special Projects Department, Skira\u00a0<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0a76ba0 elementor-widget elementor-widget-spacer\" data-id=\"0a76ba0\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-872ba68 elementor-widget elementor-widget-text-editor\" data-id=\"872ba68\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p><i>El dise\u00f1o es un aspecto que une a las personas y hoy hemos tenido la oportunidad de profundizar en este tema. Gracias a OGR Torino, OGR Tech y Talent Garden quienes nos acogieron. Tuvimos la oportunidad de compartir puntos de vista mutuamente a nivel cultural, t\u00e9cnico y de dise\u00f1o para crear una nueva forma de dise\u00f1ar juntos en el futuro.<\/i><\/p><p><b>Fabio Zanino<\/b>, Head of Communications y External Relations, Cappelli Identity Design.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d6f3226 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d6f3226\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-62180ef\" data-id=\"62180ef\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6711932 elementor-widget elementor-widget-image\" data-id=\"6711932\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1-1024x576.png\" class=\"attachment-large size-large wp-image-19003\" alt=\"\" srcset=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1-1024x576.png 1024w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1-300x169.png 300w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1-768x432.png 768w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1-600x338.png 600w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1-1280x720.png 1280w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1-900x506.png 900w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/03\/SunModel-1536x864-1.png 1536w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-036bd56\" data-id=\"036bd56\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9308d53 elementor-widget elementor-widget-image\" data-id=\"9308d53\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"864\" src=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03Visual_Blog-1536x864.jpg\" class=\"attachment-1536x1536 size-1536x1536 wp-image-18946\" alt=\"\" srcset=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03Visual_Blog-1536x864.jpg 1536w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03Visual_Blog-300x169.jpg 300w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03Visual_Blog-1024x576.jpg 1024w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03Visual_Blog-768x432.jpg 768w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03Visual_Blog-600x338.jpg 600w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03Visual_Blog-1280x720.jpg 1280w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03Visual_Blog-900x506.jpg 900w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03Visual_Blog.jpg 1920w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ca17bd3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ca17bd3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0ae9cfd\" data-id=\"0ae9cfd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-87e3204 elementor-widget elementor-widget-spacer\" data-id=\"87e3204\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4047324 elementor-widget elementor-widget-text-editor\" data-id=\"4047324\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p><b>Dynamic brand vs Dynamic logo.<\/b><\/p><p>El valor intr\u00ednseco del Dynamic brand es a menudo malinterpretado y generalmente confundido con el dynamic logo. Pero, no son lo mismo. La principal diferencia es que el logo es un s\u00edmbolo gr\u00e1fico, mientras que el Brand es la percepci\u00f3n de la compa\u00f1\u00eda. Podemos simplificar la diferencia visual entre el dynamic logo y el dynamic brand. Por ejemplo, escojamos un sitio para visitar: el dynamic logo ser\u00eda la imagen de ese lugar, mientras que el Dynamic brand representa el lugar en s\u00ed mismo, con sus colores, luces, sonidos, olores, materiales y gustos.&nbsp;<\/p><p>El Dynamic brand convierte la forma en sustancia. El sistema de identidad se convierte en central. El logo pierde responsabilidad y puede cambiar continuamente.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8b22aa8 elementor-widget elementor-widget-spacer\" data-id=\"8b22aa8\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-dbe4aba elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"dbe4aba\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5e49f49\" data-id=\"5e49f49\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4ecadec elementor-widget elementor-widget-image\" data-id=\"4ecadec\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03CID_Blog_Libro-1024x576.jpg\" class=\"attachment-large size-large wp-image-18941\" alt=\"\" srcset=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03CID_Blog_Libro-1024x576.jpg 1024w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03CID_Blog_Libro-300x169.jpg 300w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03CID_Blog_Libro-768x432.jpg 768w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03CID_Blog_Libro-1536x864.jpg 1536w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03CID_Blog_Libro-600x338.jpg 600w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03CID_Blog_Libro-1280x720.jpg 1280w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03CID_Blog_Libro-900x506.jpg 900w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/03CID_Blog_Libro.jpg 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5628ed4\" data-id=\"5628ed4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f7e9b9 elementor-widget elementor-widget-image\" data-id=\"9f7e9b9\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/02CID_Blog_Libro-1024x576.jpg\" class=\"attachment-large size-large wp-image-18942\" alt=\"\" srcset=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/02CID_Blog_Libro-1024x576.jpg 1024w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/02CID_Blog_Libro-300x169.jpg 300w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/02CID_Blog_Libro-768x432.jpg 768w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/02CID_Blog_Libro-1536x864.jpg 1536w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/02CID_Blog_Libro-600x338.jpg 600w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/02CID_Blog_Libro-1280x720.jpg 1280w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/02CID_Blog_Libro-900x506.jpg 900w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/02CID_Blog_Libro.jpg 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-4dae607 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4dae607\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-f3df48b\" data-id=\"f3df48b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e162d9e elementor-widget elementor-widget-image\" data-id=\"e162d9e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/04CID_Blog_Libro-1024x576.jpg\" class=\"attachment-large size-large wp-image-18943\" alt=\"\" srcset=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/04CID_Blog_Libro-1024x576.jpg 1024w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/04CID_Blog_Libro-300x169.jpg 300w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/04CID_Blog_Libro-768x432.jpg 768w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/04CID_Blog_Libro-1536x864.jpg 1536w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/04CID_Blog_Libro-600x338.jpg 600w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/04CID_Blog_Libro-1280x720.jpg 1280w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/04CID_Blog_Libro-900x506.jpg 900w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/04CID_Blog_Libro.jpg 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-7b98ab8\" data-id=\"7b98ab8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-43d7f2e elementor-widget elementor-widget-image\" data-id=\"43d7f2e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/05CID_Blog_Libro-1024x576.jpg\" class=\"attachment-large size-large wp-image-18944\" alt=\"\" srcset=\"https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/05CID_Blog_Libro-1024x576.jpg 1024w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/05CID_Blog_Libro-300x169.jpg 300w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/05CID_Blog_Libro-768x432.jpg 768w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/05CID_Blog_Libro-1536x864.jpg 1536w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/05CID_Blog_Libro-600x338.jpg 600w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/05CID_Blog_Libro-1280x720.jpg 1280w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/05CID_Blog_Libro-900x506.jpg 900w, https:\/\/www.cappellidesign.com\/wp-content\/uploads\/2022\/02\/05CID_Blog_Libro.jpg 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-0e0b012 elementor-widget elementor-widget-spacer\" data-id=\"0e0b012\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8445c24 elementor-widget elementor-widget-text-editor\" data-id=\"8445c24\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Akkurat, Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\">Este art\u00edculo contiene algunos extractos del libro, si quieres saber m\u00e1s sobre el Dynamic brand, \u00a1visita nuestra <\/span><a style=\"font-family: var( --e-global-typography-text-font-family ), Akkurat, Sans-serif; font-weight: var( --e-global-typography-text-font-weight ); background-color: #ffffff;\" href=\"https:\/\/www.cappellidesign.com\/it\/shop\/\">tienda<\/a><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Akkurat, Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\"> para obtener su copia de edici\u00f3n especial!<\/span><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b4c90eb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b4c90eb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-879d4e2\" data-id=\"879d4e2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-80e6390 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"80e6390\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a href=\"https:\/\/www.skira.net\/books\/dynamic-brand\/\" target=\"_blank\" class=\"elementor-button-link elementor-button elementor-size-md\" role=\"button\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Compra una copia<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-c3dc41e\" data-id=\"c3dc41e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f52494c elementor-align-center elementor-widget elementor-widget-button\" data-id=\"f52494c\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a href=\"https:\/\/www.cappellidesign.com\/it\/shop\/\" target=\"_blank\" class=\"elementor-button-link elementor-button elementor-size-md\" role=\"button\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Descubre m\u00e1s en ediciones especiales<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Las personas cambian, al igual que cambian las relaciones entre ellas. Las relaciones entre las personas, los consumidores y las marcas cambian de la misma manera. De esta reflexi\u00f3n nace el m\u00e9todo Dynamic brand, la clave con la que cada d\u00eda afrontamos nuestros proyectos de comunicaci\u00f3n. Todo empez\u00f3 con un an\u00e1lisis de la situaci\u00f3n social [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":19011,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[472],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Dynamic brand. The new methodology of brand communication<\/title>\n<meta name=\"description\" content=\"El Dynamic brand es la evoluci\u00f3n del concepto de Identidad de Brand que se desarrolla a trav\u00e9s de todos los lenguajes de comunicaci\u00f3n estrat\u00e9gica.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cappellidesign.com\/es\/news\/dynamic-brand-the-new-methodology-of-brand-communication\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dynamic brand. 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