{"id":3072,"date":"2023-06-06T18:13:24","date_gmt":"2023-06-06T16:13:24","guid":{"rendered":"https:\/\/marcopontes.es\/zero-waste-path-creating-a-sustainable-culture-copy\/"},"modified":"2026-04-29T19:21:08","modified_gmt":"2026-04-29T17:21:08","slug":"desigual-de-rebelde-a-cuidador","status":"publish","type":"post","link":"https:\/\/marcopontes.es\/en\/desigual-de-rebelde-a-cuidador\/","title":{"rendered":"Desigual, from rebel to caregiver"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3072\" class=\"elementor elementor-3072\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-91130af e-flex e-con-boxed e-con e-parent\" data-id=\"91130af\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-c33d96d e-flex e-con-boxed e-con e-child\" data-id=\"c33d96d\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-390d6d6 elementor-widget elementor-widget-heading\" data-id=\"390d6d6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Desigual, de rebelde a cuidador<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-99ed5e7 e-flex e-con-boxed e-con e-parent\" data-id=\"99ed5e7\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3ed94a8 elementor-align-center elementor-widget elementor-widget-post-info\" data-id=\"3ed94a8\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<link rel=\"stylesheet\" href=\"https:\/\/marcopontes.es\/wp-content\/plugins\/elementor\/assets\/css\/widget-icon-list.min.css\"><link rel=\"stylesheet\" href=\"https:\/\/marcopontes.es\/wp-content\/plugins\/elementor-pro\/assets\/css\/widget-theme-elements.min.css\">\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-85b4cae elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/marcopontes.es\/en\/author\/marco87granada\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" class=\"elementor-avatar\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2026\/04\/Marco-Pontes-2-150x150.png\" alt=\"Marco Pontes\">\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\tMarco Pontes\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-0998f66 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/marcopontes.es\/en\/2023\/06\/06\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-calendar\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M12 192h424c6.6 0 12 5.4 12 12v260c0 26.5-21.5 48-48 48H48c-26.5 0-48-21.5-48-48V204c0-6.6 5.4-12 12-12zm436-44v-36c0-26.5-21.5-48-48-48h-48V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H160V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H48C21.5 64 0 85.5 0 112v36c0 6.6 5.4 12 12 12h424c6.6 0 12-5.4 12-12z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t06, Jun, 2023\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d7afef2 e-flex e-con-boxed e-con e-parent\" data-id=\"d7afef2\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-a916023 e-flex e-con-boxed e-con e-child\" data-id=\"a916023\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0cccf05 elementor-widget elementor-widget-image\" data-id=\"0cccf05\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"821\" height=\"547\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/desigual.webp\" class=\"attachment-full size-full wp-image-2549\" alt=\"cover para el art\u00edculo de under armour\" srcset=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/desigual.webp 821w, https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/desigual-300x200.webp 300w, https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/desigual-768x512.webp 768w\" sizes=\"(max-width: 821px) 100vw, 821px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8b420d elementor-widget elementor-widget-text-editor\" data-id=\"c8b420d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h4><strong>CONTEXTO &#8211; DESIGUAL<br \/><\/strong><\/h4><p id=\"ember966\" class=\"ember-view reader-content-blocks__paragraph\">En esta ocasi\u00f3n hago un ejercicio de cambio radical de arquetipo para la <span style=\"color: #ffffff;\"><a style=\"color: #ffffff;\" href=\"https:\/\/marcopontes.es\/servicios\/identidad-corporativa\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">marca<\/span><\/a> <\/span>Desigual, la cual se expresa con un arquetipo \u201crebelde\u201d. Mi objetivo ser\u00e1 cambiar el ya existente hacia uno \u201ccuidador\u201d.<\/p><h5>\u00a0<\/h5><h5 id=\"ember967\" class=\"ember-view reader-content-blocks__paragraph\">BRIEFING CREATIVO PARA EL NUEVO ARQUETIPO DE<\/h5><h5 class=\"ember-view reader-content-blocks__paragraph\">DESIGUAL<strong><br \/><\/strong><\/h5><p id=\"ember968\" class=\"ember-view reader-content-blocks__paragraph\">\u2022 OBJETIVO<\/p><p id=\"ember969\" class=\"ember-view reader-content-blocks__paragraph\">Hacer que las personas se sientan seguras y cuidadas y aboguen por la sostenibilidad del planeta.<\/p><p>\u00a0<\/p><p id=\"ember970\" class=\"ember-view reader-content-blocks__paragraph\">\u2022 P\u00daBLICO AL QUE SE DIRIGE<\/p><p id=\"ember971\" class=\"ember-view reader-content-blocks__paragraph\">Personas dependientes, cuidadoras de otras personas, gente comprometida con el medio ambiente.<\/p><p>\u00a0<\/p><p id=\"ember972\" class=\"ember-view reader-content-blocks__paragraph\">\u2022 PROBLEMA ACTUAL AL QUE SE ENFRENTA LA MARCA<\/p><p id=\"ember973\" class=\"ember-view reader-content-blocks__paragraph\">Imagen rebelde que no sigues modas, j\u00f3venes con una personalidad nihilista con poco inter\u00e9s en los problemas sociales.<\/p><p>\u00a0<\/p><p id=\"ember974\" class=\"ember-view reader-content-blocks__paragraph\">\u2022 \u00bfCOMO PODR\u00cdAN CAMBIAR DE OPINI\u00d3N TRAS EL NUEVO CAMBIO?<\/p><p id=\"ember975\" class=\"ember-view reader-content-blocks__paragraph\">Ofreciendo una personalidad fuerte y concienciada a trav\u00e9s de una estrategia basada en los beneficios de ser sostenible.<\/p><p>\u00a0<\/p><p id=\"ember976\" class=\"ember-view reader-content-blocks__paragraph\">\u2022 \u00bfC\u00d3MO LA MARCA AYUDAR\u00c1 A USAR ESTA INFORMACI\u00d3N PARA SOLVENTAR EL PROBLEMA?<\/p><p id=\"ember977\" class=\"ember-view reader-content-blocks__paragraph\">La informaci\u00f3n y personalidad de la marca est\u00e1n cada vez m\u00e1s interconectadas con el usuario f\u00e1cilmente accesible.<\/p><p>\u00a0<\/p><p id=\"ember978\" class=\"ember-view reader-content-blocks__paragraph\">\u2022 \u00bfQU\u00c9 QUEREMOS QUE PIENSEN LOS CONSUMIDORES PARA ALCANZAR NUESTRO OBJETIVO?<\/p><p id=\"ember979\" class=\"ember-view reader-content-blocks__paragraph\">Que adquiriendo prendas o complementos de origen sostenible, se sentir\u00e1n c\u00f3modos y identificados a la vez que aportan su granito de arena y contribuyen con la causa.<\/p><p>\u00a0<\/p><h5 id=\"ember980\" class=\"ember-view reader-content-blocks__paragraph\"><strong>\u201cDe rebelde a cuidador\u201d<\/strong><\/h5><p id=\"ember981\" class=\"ember-view reader-content-blocks__paragraph\">El cambio de arquetipo de una marca supone un cambio estructural tanto a nivel interno como a nivel externo. A continuaci\u00f3n veremos qu\u00e9 acciones y modificaciones implica el cambio y c\u00f3mo se ven alteradas las caracter\u00edsticas de la personalidad de la marca.<\/p><p>\u00a0<\/p><h5 id=\"ember982\" class=\"ember-view reader-content-blocks__paragraph\"><em>Nuevos atributos<\/em><\/h5><p id=\"ember983\" class=\"ember-view reader-content-blocks__paragraph\">\u2022 Consideraci\u00f3n<\/p><p id=\"ember984\" class=\"ember-view reader-content-blocks__paragraph\">De cara al exterior, el consumidor es nuestra prioridad. Utilizaremos todo lo que est\u00e9 en nuestras manos para ayudarlo y recibir\u00e1 un trato familiar. A nivel interno se ofrecen facilidades y ayudas. Todos tenemos otra vida despu\u00e9s del trabajo y entender eso es entender al trabajador y sus necesidades.<\/p><p id=\"ember985\" class=\"ember-view reader-content-blocks__paragraph\">\u2022 Te ayuda<\/p><p id=\"ember986\" class=\"ember-view reader-content-blocks__paragraph\">Tanto empleados como consumidores siempre tienen la opci\u00f3n de contar con alguien para ser escuchados.<\/p><p id=\"ember987\" class=\"ember-view reader-content-blocks__paragraph\">\u2022 Te presta atenci\u00f3n<\/p><p id=\"ember988\" class=\"ember-view reader-content-blocks__paragraph\">Reconoce cuando un trabajador trabaja duro, por eso premiarlos por su esfuerzo les motiva.<\/p><p id=\"ember989\" class=\"ember-view reader-content-blocks__paragraph\">\u2022 Transparencia<\/p><p id=\"ember990\" class=\"ember-view reader-content-blocks__paragraph\">Abierta a los medios de comunicaci\u00f3n y personas u organizaciones interesadas en conocer y divulgar la filosof\u00eda interna-externa de la marca.<\/p><p id=\"ember991\" class=\"ember-view reader-content-blocks__paragraph\">\u2022 Comprometida<\/p><p id=\"ember992\" class=\"ember-view reader-content-blocks__paragraph\">Es la primera que levanta la mano a la hora de apoyar nuevas ideas y estrategias que persiguen mejorar la sostenibilidad y el bienestar del consumidor.<\/p><p id=\"ember993\" class=\"ember-view reader-content-blocks__paragraph\">\u2022 Servicial<\/p><p id=\"ember994\" class=\"ember-view reader-content-blocks__paragraph\">Desigual siempre est\u00e1 abierta a nuevos proyectos de car\u00e1cter sostenible y ofrecer ayuda para llevarlos a cabo y desarrollarlos.<\/p><p id=\"ember995\" class=\"ember-view reader-content-blocks__paragraph\">\u2022 Protectora<\/p><p id=\"ember996\" class=\"ember-view reader-content-blocks__paragraph\">Tanto interna como externamente se preocupa por el planeta. Lucha por un empleo digno y por los derechos universales del trabajador.<\/p><h5>\u00a0<\/h5><h5 id=\"ember998\" class=\"ember-view reader-content-blocks__paragraph\"><strong>IMPLICACIONES EN CADA CONTEXTO<\/strong><\/h5><ul><li><h6>Punto de distribuci\u00f3n f\u00edsica<\/h6><\/li><\/ul><p id=\"ember1000\" class=\"ember-view reader-content-blocks__paragraph\">Una marca de car\u00e1cter cuidador evitar\u00e1 a toda costa el uso indebido de materiales da\u00f1inos para el medio ambiente. Una pol\u00edtica zero waste (cero residuos) deber\u00e1 replantear la adquisici\u00f3n material y la distribuci\u00f3n espacial de las nuevas tiendas y dotarlas de mobiliario de segunda mano y\/o materiales reciclados.<\/p><ul><li><h6>Producci\u00f3n<\/h6><\/li><\/ul><p id=\"ember1002\" class=\"ember-view reader-content-blocks__paragraph\">La implantaci\u00f3n una pol\u00edtica zero waste deber\u00e1 aplicarse desde el proceso de producci\u00f3n, pasando por el etiquetado, embalaje, estampado, etc., hasta el producto final. Contando en todo ello con equipamiento, materiales y dem\u00e1s utensilios de origen reciclado o con el menor impacto posible en el medio ambiente.<\/p><ul><li><h6>Identidad visual<\/h6><\/li><\/ul><p id=\"ember1005\" class=\"ember-view reader-content-blocks__paragraph\">Se contar\u00e1n con nuevos espacios ecol\u00f3gicos construidos con materiales reciclados para eventos ocasionales con el prop\u00f3sito de aplicar una pol\u00edtica sostenible. La nueva imagen transmitir\u00e1 sencillez y cercan\u00eda. La identidad gr\u00e1fica ser\u00e1 sencilla pero moderna. Los colores azul, blanco, verde y gris representan este nuevo estilo.<\/p><ul><li><h6>Identidad verbal<\/h6><\/li><\/ul><p id=\"ember1008\" class=\"ember-view reader-content-blocks__paragraph\">El lenguaje verbal se entender\u00e1 desde la experiencia \u00fatil. Con un toque sentimental a la vez que parental, ya que se pretende rigor y credibilidad a la hora de expresarse.<\/p><ul><li><h6>Comunicaci\u00f3n<\/h6><\/li><\/ul><p id=\"ember1011\" class=\"ember-view reader-content-blocks__paragraph\">Se llevar\u00e1 a cabo a modo de concienciar al consumidor del verdadero reto que supone luchar contra los problemas medio ambientales actuales. Se usar\u00e1 un tono amable, positivo, transparente, con tal de llegar al usuario de manera clara y concisa.<\/p><ul><li><h6>Cultura de la marca<\/h6><\/li><\/ul><p id=\"ember1014\" class=\"ember-view reader-content-blocks__paragraph\">Tanto los empleados como todas las personas implicadas en la organizaci\u00f3n, deber\u00e1n ce\u00f1irse a una cultura cero residuos, concienciada con el medio ambiente y procurar dejar el m\u00ednimo rastro de huellas nocivas.<\/p><ul><li><h6>Personalidad de la marca<\/h6><\/li><\/ul><p id=\"ember1017\" class=\"ember-view reader-content-blocks__paragraph\">Desigual es la marca que te escucha cuando tienes una necesidad, es tu amiga de confianza. Se preocupa por ti y porque sus productos sean ecol\u00f3gicos y respetuosos, es protectora. Es cero residuos, quiere dejar huella \u201c<span style=\"color: #ffffff;\"><a style=\"color: #ffffff;\" href=\"https:\/\/www.nationalgeographic.es\/medio-ambiente\/rumbo-a-la-neutralidad-climatica-en-2050-que-es-la-huella-cero-de-carbono\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">sin dejar huella<\/span><\/a>\u201d<\/span>.<\/p><h5>\u00a0<\/h5><h5 id=\"ember1019\" class=\"ember-view reader-content-blocks__paragraph\"><strong>CONCLUSIONES<\/strong><\/h5><p id=\"ember1020\" class=\"ember-view reader-content-blocks__paragraph\">Cambiar de personalidad no es una tarea f\u00e1cil y m\u00e1s a\u00fan cuando hay tanto contraste. Una buena estrategia tanto comunicativa como de acciones en toda la infraestructura de la marca har\u00e1 que, mediante los canales de comunicaci\u00f3n adecuados, el nuevo arquetipo se vaya transformando y adaptando al consumidor de manera progresiva.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9640dd1 e-flex e-con-boxed e-con e-parent\" data-id=\"9640dd1\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-1fc2c47 e-flex e-con-boxed e-con e-child\" data-id=\"1fc2c47\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div 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elementor-widget-text-editor\" data-id=\"aa6deea\" 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<h5 id=\"ember1022\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Fuentes:<\/strong><\/h5><p id=\"ember1023\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Zero waste world<\/strong>: &lt; https:\/\/zerowasteworld.org\/es\/ &gt;<\/p><p id=\"ember1024\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Andrew Kenney<\/strong> (2018): \u201cPatagonia: A case study in managing a mission\u201d, apuntes UOC.<\/p><p id=\"ember1025\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Audrey Azoulay<\/strong>: (2003): \u201cDo the brand personality scales really measure brand personality\u201d, apuntes UOC.<\/p><p id=\"ember1026\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Pontes, M<\/strong>: (2021): \u201cZero Waste Path\u2122: Creando una cultura sostenible\u201d, ejercicio para la UOC.<\/p><p id=\"ember1027\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Llopis, O. y Velilla, J<\/strong>.: (2020): \u201cPlan de implicaciones\u201d, apuntes UOC.<\/p><p id=\"ember1028\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Social media pymes<\/strong>: &lt; https:\/\/www.socialmediapymes.com\/arquetipo-del-cuidador\/ &gt;<\/p><p id=\"ember1029\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Unicef<\/strong>: &lt;https:\/\/www.unicef.org\/es\/que-hacemos &gt;<\/p><p id=\"ember1030\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Desigual<\/strong>: &lt;https:\/\/www.desigual.com\/es_ES\/ &gt;<\/p><p id=\"ember1031\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Wikipedia<\/strong>: &lt;https:\/\/es.wikipedia.org\/wiki\/Desigual &gt;<\/p><p id=\"ember1032\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Iconic fox<\/strong>: &lt; https:\/\/iconicfox.com.au\/brand-archetypes\/ &gt;<\/p><p id=\"ember1033\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Dial net Unirioja<\/strong>: &lt; https:\/\/dialnet.unirioja.es\/servlet\/libro?codigo=254510 &gt;<\/p><p id=\"ember1034\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Zero waste life<\/strong>: &lt; https:\/\/www.zerowastelife.co.uk\/about &gt;<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e00a104 elementor-widget-divider--separator-type-pattern elementor-widget-divider--no-spacing elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"e00a104\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\" style=\"--divider-pattern-url: url(&quot;data:image\/svg+xml,%3Csvg xmlns=&#039;http:\/\/www.w3.org\/2000\/svg&#039; preserveAspectRatio=&#039;xMidYMid meet&#039; overflow=&#039;visible&#039; height=&#039;100%&#039; viewBox=&#039;0 0 126 26&#039; fill=&#039;black&#039; stroke=&#039;none&#039;%3E%3Cpath d=&#039;M3,10.2c2.6,0,2.6,2,2.6,3.2S4.4,16.5,3,16.5s-3-1.4-3-3.2S0.4,10.2,3,10.2z M18.8,10.2c1.7,0,3.2,1.4,3.2,3.2s-1.4,3.2-3.2,3.2c-1.7,0-3.2-1.4-3.2-3.2S17,10.2,18.8,10.2z M34.6,10.2c1.5,0,2.6,1.4,2.6,3.2s-0.5,3.2-1.9,3.2c-1.5,0-3.4-1.4-3.4-3.2S33.1,10.2,34.6,10.2z M50.5,10.2c1.7,0,3.2,1.4,3.2,3.2s-1.4,3.2-3.2,3.2c-1.7,0-3.3-0.9-3.3-2.6S48.7,10.2,50.5,10.2z M66.2,10.2c1.5,0,3.4,1.4,3.4,3.2s-1.9,3.2-3.4,3.2c-1.5,0-2.6-0.4-2.6-2.1S64.8,10.2,66.2,10.2z M82.2,10.2c1.7,0.8,2.6,1.4,2.6,3.2s-0.1,3.2-1.6,3.2c-1.5,0-3.7-1.4-3.7-3.2S80.5,9.4,82.2,10.2zM98.6,10.2c1.5,0,2.6,0.4,2.6,2.1s-1.2,4.2-2.6,4.2c-1.5,0-3.7-0.4-3.7-2.1S97.1,10.2,98.6,10.2z M113.4,10.2c1.2,0,2.2,0.9,2.2,3.2s-0.1,3.2-1.3,3.2s-3.1-1.4-3.1-3.2S112.2,10.2,113.4,10.2z&#039;\/%3E%3C\/svg%3E&quot;);\">\n\t\t\t<span 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marcas: Reebok (1\/5)<\/span><\/span><span class=\"post-navigation__arrow-wrapper post-navigation__arrow-next\"><i class=\"fa fa-angle-right\" aria-hidden=\"true\"><\/i><span class=\"elementor-screen-only\">Next<\/span><\/span><\/a>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Desigual, de rebelde a cuidador CONTEXTO &#8211; DESIGUAL En esta ocasi\u00f3n hago un ejercicio de cambio radical de arquetipo para la marca Desigual, la cual se expresa con un arquetipo \u201crebelde\u201d. Mi objetivo ser\u00e1 cambiar el ya existente hacia uno \u201ccuidador\u201d. \u00a0 BRIEFING CREATIVO PARA EL NUEVO ARQUETIPO DE DESIGUAL \u2022 OBJETIVO Hacer que las [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2549,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3072","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Desigual, de rebelde a cuidador<\/title>\n<meta name=\"description\" content=\"Ejercicio de cambio radical de arquetipo para la marca Desigual. 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