In digital marketing, differentiation and emotional connection with the audience are key to a brand’s success. The use of lettering is a powerful tool to add uniqueness and depth to the identity, as well as to strengthen your social media strategy.

In this article, I will detail three aspects of lettering that will significantly contribute to the personality of your brand.

1. Unique lettering design:

The world is saturated with visual messages, so originality is crucial to stand out. Lettering gives us the ability to design unique letters, thus avoiding the constant use of generic typefaces. Creating a unique lettering style for a brand makes the typography stand out from the crowd and immediately captures attention.

2. Closeness and humanization:

One of the strengths of lettering and letter illustration is its artisanal and personalized nature, which gives a human and artistic touch to the brand. This enables a deeper connection with the audience. This authenticity can be a crucial factor in building trust and loyalty among brand followers on social media.

3. Lettering is art to connect:

Art triggers emotions and tells stories. Lettering and letter illustration allow you to merge the emotional aspect of art with the functionality of design and marketing strategies. This unique combination can lead to more memorable and effective campaigns that resonate with audiences on a deeper level.

My conclusion

Lettering and letter illustration are much more than just design tools, they are powerful vehicles for expressing a brand’s essence and personality, as well as for captivating its audience in the digital world. By integrating these art forms into our digital marketing strategy, we not only add value to our agency, but also provide our clients with the tools they need to stand out and thrive in an ever-evolving digital environment.

About the author

Vladimir Bardyk studied advertising graphic design specializing in corporate identity and audiovisual production at UCAL, and has a micro degree in UX and UI from UTEC. He has more than 5 years of experience in digital design. Vlad is about to complete his first year at MAKE, his mission is to test and incorporate artificial intelligence to optimize workflows.

Branding is a field of study and set of practices where brands develop, acquiring reputation, recognition and value. In simple words, it allows brands to obtain the preference/recommendation of their audience and, as a consequence, economic gain. Good branding is a tool that can turn a brand’s customers into real fans.

In life I have two passions: Digital design and video games, so I would like to share 5 lessons that the Gaming market gives us in terms of Branding, and that it is important to keep in mind.

1. Define the gameplay

The gameplay is the mechanics that a video game offers. We talk about the handling of the character, its actions and the way commands are executed. The minimum expected from a videogame are entertaining and consistent mechanics, which give the player a sense of control and satisfaction.

Within a business it is important to define which are the touch points in the experience that your customer or user will have, in the same way as in a video game, to be concerned about maintaining a satisfactory functional experience. It is these touch points that define the interaction with our brand and represent the starting point to create a favorable and solid reputation.

2. Your client is the hero of the story

The gameplay is the mechanics that a video game offers. We talk about the handling of the character, its actions and the way commands are executed. The minimum expected from a videogame are entertaining and consistent mechanics, which give the player a sense of control and satisfaction.

Within a business it is important to define which are the touch points in the experience that your customer or user will have, in the same way as in a video game, to be concerned about maintaining a satisfactory functional experience. It is these touch points that define the interaction with our brand and represent the starting point to create a favorable and solid reputation.

3. Create a new character and play

There are video games where we have to choose or create a character and assign him/her particular characteristics. Knowing what our character will do and the way he will act allows us to take advantage of all his abilities.

In the same way, when building a brand we have to coherently choose the attributes and characteristics, its strategy and manage the experience and behavior it will have when executing any action. If these attributes are coherent, it will boost the results of your actions, creating recall and value.

4. Remastered edition

Since the first commercial video games in the late 80’s to date, the industry has undergone huge technological changes. Developers have been able to adapt great titles (brands) by re-inventing their experiences, while keeping the essence of their products.

Regardless of the challenge your company faces today, such as the artificial intelligence revolution, it requires us to maintain, renew and update the attributes of each brand in a way that is consistent with its history in order to consolidate its value over time.

5. Turn your clients into fans

Nowadays most video games are products that require frequent updates, the creation of new dynamics and content. For this, it is crucial to count on the player’s opinion and assessment.

In the same way, establish channels of communication with your customers. Listening to them, encouraging their participation and having action with your community is what can turn customers into true fans of your brand.

My conclusion

Building and managing a brand seems like a simple task, but it requires a proper process to look at our organization from the inside, check where we are and where we want to go, and play our role until we get there.

If you would like a second part with the lessons applied, we can review them in a future reading.

About the author.

Carlo Portillo studied Advertising Graphic Design at I.S. Thomas Jefferson Arequipa. He has 13 years of experience, specializing in Branding and Brand Management. He is a fan of video games and branding that includes multi channel experiences. His Twitch channel isFeel Better Gaming.This is his four month at MAKE, He is  part of the digital design team that serves Interbank.  He is very happy to be part of the team because the work environment is very cool

Surely you have heard more than once someone claim that a soccer player should not earn more than a doctor, a teacher or a scientist. Although these professions contribute more directly to society, soccer players’ salaries can reach surprising figures due to the impact they generate through stadium ticket sales, advertising, jersey sales, products and events. In other words, they become a brand in themselves, and behind every soccer player  there is a team. But the big question is: how did what we now call sports marketing begin?

The beginning of marketing in soccer

In the late 1970s, brands began to focus on soccer players, taking advantage of their increasing popularity internationally, especially in South America and Europe. Brazilian Pelé, a three-time world champion with Brazil, was a pioneer in selling his image by advertising for sponsors such as Mastercard, Honda, Umbro, his own Atari video game, Subway and even arch-rivals Pepsi and Coca-Cola.

What was the reason for Pelé’s successful sports marketing? His talent with the ball, his charisma, his positive messages and his presentation as an example for children. For this reason, he always refused offers from cigarette and alcohol brands, even though they offered him large sums of money. According to his representatives, the Brazilians focused on their values instead of their economic retribution.

In addition, signing with the New York Cosmos, a U.S. team in 1975, was a key factor in making himself known to the world. It’s important to keep in mind that the North American country is the birthplace of brands. According to the 2020 BrandZ Top 100 Global Most Valuable Brands ranking published by WPP and Kantar, half of these brands are of U.S. origin.

Pelé raised a total of $15,961,691 for rights with its sponsors. An absolute reason to recognize him as the pioneer soccer player of Sports Marketing.

How is a soccer player’s contract with a brand?

The Spanish website Relevo reported on the details of the terms and conditions that players must comply with when signing agreements with brands.

Brands pay close attention to the players’ public image, social media posts and number of followers before reaching an agreement. In general, the contract lasts from four to six years, but there are some cases where it can be extended up to eight years.

Soccer players must meet specific goals, like attending interviews or events with the brand’s logo, cannot be seen in public using competing brands’ products, and must make regular posts on their social networks using the brand’s products.

The boom of sports marketing in soccer

According to a study by WorldAtlas in 2023, soccer has 3.5 billion followers, one billion more than cricket, which is in second place. This leads us to deduce that fanaticism has been on the rise thanks to the globalization of the world.

This year, the Saudi Arabian league closed a contract with 130 countries to broadcast matches, generating revenues of $710,000. In addition, the arrival of world champion Lionel Messi at Inter Miami resulted in $265 million in ticket sales and attracted 300,000 subscribers on Apple TV, which owns the television rights to the American league, better known as MLS.

In answer to the initial question of this article, a soccer player can earn a great amount of money not only because of his great impact on society, in addition, it provides jobs for communicators, such as marketers, journalists, advertisers, community managers and other professionals who create content to offer products or services to the passionate public.

About the Author:

Ítalo Castillo studied Communications at the University of Lima. His first work experience was in journalism, but the unpredictable and fantastic world of communications led him to become a creative copywriter at MAKE a year and a half ago. He likes watching movies, listening to podcasts and writing in X, his account is: @italocvillafue2.

In times of digitization, the retail sector is experiencing an exciting and constant change. In this sense, the ability of companies to understand and leverage digital content should be a means to establish renewed and meaningful connections with their customers. 💡✨

 I share with you 4 pillars of digital content to achieve it: 

🛍️ The virtual experience: It is a new window to the physical store. Digital content not only presents products, but also tells stories that reflect the values and desires of consumers. Through captivating narratives, an emotional bond is created between the brand and the customer, driving long-term loyalty and commitment.

📊 Data: It is the hidden treasure in the digital world. The analysis of customer behavior offers a deep insight into preferences and shopping habits. This allows companies to personalize offers, design specific campaigns, and improve the shopping experience.

💬 Interaction on social networks: It is not only a trend, but a necessity in modern retail. Dynamic digital content, from creative posts to instructional videos, gives brands the opportunity to actively engage customers on platforms where they spend much of their time. Two-way conversations build authentic relationships and foster trust.

🌐 Online presence transcends geographical boundaries: Digital content allows retail companies to reach global audiences, overcoming conventional obstacles. This expansion creates unlimited potential for growth and expansion.

 At MAKE, we are committed to this continuous evolution in retail. We recognize and promote the powerful synergy between technology and creativity, understanding how this combination can redefine the way people experience and establish relationships with brands. 

The 22nd Annual Marketing Congress took place on April 26 and 27. Ericka Espino and Gustavo Acuña tell us their impressions.

In digital, the most important thing is to be constantly updating our knowledge. Ericka Espino, CEO of MAKE, and Gustavo Acuña, Director of Operations, attended the 22nd Annual Marketing Congress of Peru, organized by Seminarium. Therefore, in this article they highlight the most relevant topics of the event.

1. Let’s discuss the Peruvian context.

In 2022, Peru did not have the highest growth in Latin America. The projection for 2023 and 2024 is between 2 and 2.5% GDP growth. Diego Macera, Director of the Peruvian Institute of Economics, points out that “Confidence has not been reactivated since April 2021, this has been reflected in the deceleration of private investment”.

There is a trend towards individualizing consumption decisions. 

Diego Macera

On the other hand, it is important to highlight that Peruvians are reinventing themselves and moving forward. Currently there is a new middle class, online purchases are surpassing traditional ones. There is a tendency to individualize consumption decisions; before, this was only something that was the responsibility of women and mothers.However, each person is forming his or her own opinion,” says Rolando Arellano, CEO of Arellano Consultoría para Crecer.

2. On innovation and its relationship to marketing.

The presentation that stayed in our minds the most was that of Giuseppe Stigliano, the Global CEO of Spring Studios. He explained that innovation must be continuous. To achieve this, he gave 5 tips:

• Change the traditional: In a world that changes permanently, staying flat does not work. Flexibility is necessary.
• Stop pursuing omnichannel: It is impossible and unsustainable to achieve it. It is better to go from omnichannel to opticanal (using the optimal channels for the company, management, and customers).
• Do not confuse KPIs with metrics. The KPI allows us to follow the traceability of the strategy, metrics give us data, we must choose the relevant ones.
• Do not try to play alone, it is important to surround ourselves and create an ecosystem. 
• Put marketing at the center of the business. Marketing is about being in contact with the market, listening to information, and working with partners.

During the second day of the presentation, Stigliano provided some definitions for marketers in a post-digital world:

• Premise 1: Knowledge emphasizes theory and the gathering of information and ideas. It can be well documented and shared. You can learn it and you can teach it.
• Premise 2: Experience emphasizes practice, or the application of knowledge over an extended period of time, in order to reinforce understanding of a topic or a specific task.

3. The importance of branding

During the panel discussion on branding, the following conclusions were reached:

• Branding must be built constantly. 
• It is important that there is coherence, all points of contact with the customer must be taken into account.
• In brand design, everything enters through the eyes, the mind and the heart. 
• Performance only happens when a brand is worked on. In this way, we will be firmer for the launches. 

Another important point is loyalty, Carlos Payares points out that “Experience is important, people forget the ads but not how they were made to feel”. 

According to Carlos, loyalty is fundamental and we must increase it together with market penetration.

4. Conclusions of the Annual Marketing Congress

• We must admit that change is the only constant in recent years and therefore, it is necessary to be flexible and adapt quickly, constantly updating our value proposition, according to what our customers demand.
• It is also important to admit that Marketing is about people and this implies considering the emotional factor and how the context impacts as well.
• In times where diversity and sustainability are becoming more important for people, especially the younger generations, companies and brands need to pay attention and act in that sense as well.
• Technology, artificial intelligence and innovations must be harnessed to understand more about our customers  and our capabilities to generate greater value with greater speed.

Neuromarketing shows that positive feelings move consumers.

The purchase of the product or service is the clearest evidence that the marketing campaign achieved its objective. The key is to capture the attention and persuade the consumer. This is how neuromarketing plays a very important role in the creation of campaigns.

The marketing that prevails over time is that which is memorable, easily identifiable and engaging without being invasive. However, we must remember that each person is individual and is impacted in different ways. What is the formula for connection?

According to Neuromarketing, it proves that the marketing with the most favorable results is the one that activates positive emotions and moves the consumer. There is a story behind the product that appeals to happiness, security, belonging, nostalgia, success, overcoming, among others.

Our brain awakens a part called the amygdala responsible for processing emotions. That is why one of the slogans we remember the most is the Coca Cola slogan that says: «Open happiness», and every time we say: «Everything is going to be alright», we automatically think of the Rimac Seguros song.

Google has added an additional E to its search system that reflects the experience users will have.

Browsing the Google homepage is a very common thing for Internet users. Today, the giant U.S. company increased its search efficiency and positioning for users.

Google knows that we live in a fierce competition in the digital business and added an E as a symbol of experience when performing a search as if it were a product, because when we find that information we need so much, we value it as if it were pure gold.

So, the new EAT search system will evaluate whether the information provided is of quality and useful. It is essential that the content is reliable and truthful for users in their own language and geographic location.

What does E-A-T-E mean? Now with the new E, it is divided into four concepts:

• Expertise: Evaluation of the content creator’s knowledge on the topics he/she is dealing with.
• Authoritativeness: Authority, it is evaluated if the content creator is a reference source on the subject he is dealing with.
• Trust: Evaluate to what extent a page is safe, and has reliable and contrasted information.
• Experience: Enjoyment in the search action.

Definitely, Google never ceases to amaze us with its technology update, especially when a new world of artificial intelligence is approaching. As content creators we must be updated for what is to come and iterate with our teams.

Metrics will be obtained for a greater reach in the production of content, leaving behind the number of followers.

Artificial intelligence will be the main working tool for content creators collaborating with major brands. There is evidence that influencer marketing yields positive results when you want to make your brand known, especially when it is small.

How will AI work for influencers? They will focus more on the creativity of their campaigns, since the administration and organization part will be solved by technology. It will even be possible to generate immediate contracts without the presence of a lawyer or the App Notion Al that has the ability to create scripts and filming.

Marketing recruiters will also apply AI to select the right influencers for their campaigns and check the reach with users on different social networks. The number of followers, comments and likes will be left behind.

However, not all of it is good news around AI, because it could replace the personal connection between brands and influencers, that is, the ethics of who is selling the product behind the screen will be omitted.

The partnership began in 2020 to provide vegan burgers on the menu.

Burger King announced the «Whopper Vegetal» in style on Monday, January 23, 2023. This new proposal would have a healthier burger, based on soy meat, wheat, vegetable oil and grilled herbs, pickles, onion and tomato, its price is S/14.90.

Photo taken from Burger King’s Facebook profile.

Today we are witnessing a healthier lifestyle trend from fitness chains to vegan menus. So this was the precise moment for the fast food establishment to look for an ally and capture the attention of a new niche. And so came Unilever, a company dedicated to food, cosmetics and cleaning products.

At the end of 2020, Unilever closed a deal with Burger King for its plant-based burgers to be produced with Vegetarian Butcher patties, a company acquired by Unilever in 2019. Analysts at Barclays, a financial services company, predict that vegan meat will become a US $140 billion market over the next decade.

But how did foodies receive this news? Well, sentiment on Burger King Peru’s Instagram account is divided. While it is meat that does not come from an animal, also customers, the majority, identifying themselves as vegan, are demanding gluten-free cheese and purely plant-based mayonnaise.