{"id":10217,"date":"2023-09-27T10:00:34","date_gmt":"2023-09-27T15:00:34","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=10217"},"modified":"2023-10-04T10:25:42","modified_gmt":"2023-10-04T15:25:42","slug":"por-que-los-esloganes-con-gancho-no-son-necesariamente-los-mas-memorables-y-viceversa","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/por-que-los-esloganes-con-gancho-no-son-necesariamente-los-mas-memorables-y-viceversa\/","title":{"rendered":"Por qu\u00e9 los esl\u00f3ganes con gancho no son necesariamente los m\u00e1s memorables (y viceversa)"},"content":{"rendered":"<h2>Los esl\u00f3ganes memorables no son necesariamente aquellos que m\u00e1s gustan al consumidor y aquellos \u00abclaims\u00bb con los que m\u00e1s simpatiza la audiencia no son los que mejor se recuerdan.<\/h2>\n<article>\n<div class=\"post-cn\">\n<p>Cuando las marcas tienen a bien colgarse del brazo de un eslogan, buscan normalmente emblemas que se graben a fuego en la memoria de consumidor y tambi\u00e9n por supuesto \u00abclaims\u00bb que resulten del agrado de sus clientes potenciales. Sin embargo, parece que\u00a0<strong>los\u00a0esl\u00f3ganes\u00a0m\u00e1s memorables no son necesariamente aquellos que m\u00e1s gustan al consumidor<\/strong>\u00a0y aquellos \u00abclaims\u00bb con los que m\u00e1s simpatiza la audiencia no son los que mejor se fijan en la memoria del p\u00fablico objetivo.<\/p>\n<p>De acuerdo con\u00a0un reciente informe emprendido por Brady Hodges, profesor de la Universidad de Missouri,\u00a0<strong>los esl\u00f3ganes que son m\u00e1s largos, incluyen el nombre de la marca y hacen uso de palabras poco convencionales tienden a ser m\u00e1s memorables por parte del consumidor.<\/strong>\u00a0Y las consignas que son m\u00e1s breves, omiten el nombre de la marca y se valen de un lenguaje m\u00e1s simple tienen m\u00e1s probabilidades de resultar del agrado del consumidor.<\/p>\n<p>En vista de que esl\u00f3ganes memorables no son necesariamente los que m\u00e1s gustan al consumidor y viceversa, Hodges recomienda a las marcas que antes de pertrecharse de un lema\u00a0<strong>se tomen la molestia de determinar en qu\u00e9 fase del \u00abbrand building\u00bb se encuentran<\/strong>, pues ello resulta absolutamente crucial a la hora de escoger el \u00abclaim\u00bb m\u00e1s id\u00f3neo.<\/p>\n<h3 class=\"wp-block-heading\"><strong>Las caracter\u00edsticas de los esl\u00f3ganes memorables son opuestas a las cualidades de los lemas con gancho<\/strong><\/h3>\n<p>\u00abNuestra investigaci\u00f3n pone de manifiesto que tener\u00a0<strong>un eslogan memorable puede desagradar potencialmente a algunos consumidores<\/strong>, pero puede, por el contrario, ser el m\u00e1s id\u00f3neo para una marca de nueva hornada\u00bb, subraya Hodges.<\/p>\n<p><strong>Cuando Coca-Cola ten\u00eda a\u00fan pocos a\u00f1os de vida, la c\u00e9lebre m\u00e1s de bebidas refrescantes sol\u00eda utilizar esl\u00f3ganes que mencionaban su propio nombre y hac\u00edan uso de un vocabulario no del todo convencional<\/strong>\u00a0(que pod\u00eda resultar chocante para el cliente potencial). \u00abCoca-Cola\u00a0revives and sustains\u00bb era, por ejemplo, su lema all\u00e1 por el a\u00f1o 1905. Y en 1906 Coca-Cola levant\u00f3 el tel\u00f3n del eslogan \u00abThe great national temperance beverage\u00bb. M\u00e1s tarde, cuando era ya una marca conocida a lo largo y ancho del globo, Coca-Cola opt\u00f3, en cambio, por omitir su nombre en sus esl\u00f3ganes y apoyarse en palabras m\u00e1s sucintas y de naturaleza m\u00e1s abstracta. En 1999 Coca-Cola hizo su suyo el eslogan \u00abEnjoy\u00bb, mientras que en 2016 estren\u00f3 el lema \u201cTaste the feeling\u201d.<\/p>\n<p><strong>De acuerdo con Hodges, puede que al consumidor no terminen de convencerle esl\u00f3ganes como \u00abCoca-Cola revives and sustains\u00bb o \u00abThe great national temperance beverage\u00bb, pero este tipo de lemas son, no obstante, m\u00e1s f\u00e1ciles de recordar<\/strong>\u00a0(que era precisamente lo que necesitaba la marca de refrescos en los albores del siglo XX). En la actualidad Coca-Cola ya no necesita atrapar la atenci\u00f3n de la gente o espolear su \u00abawareness\u00bb y por eso utiliza esl\u00f3ganes m\u00e1s breves con palabras m\u00e1s abstractas que resultan de f\u00e1cil lectura y son en t\u00e9rminos generales m\u00e1s atractivos para el cliente potencial.<\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/marketing-general\/publicidad\/esloganes-gancho-no-son-memorables<\/p>\n<\/div>\n<\/article>\n<div class=\"banner-cn\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Los esl\u00f3ganes memorables no son necesariamente aquellos que m\u00e1s gustan al consumidor y aquellos \u00abclaims\u00bb con los que m\u00e1s simpatiza la audiencia no son los que mejor se recuerdan. Cuando las marcas tienen a bien colgarse del brazo de un eslogan, buscan normalmente emblemas que se graben a fuego en la memoria de consumidor y [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":10284,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-10217","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Por qu\u00e9 los esl\u00f3ganes con gancho no son necesariamente los m\u00e1s memorables (y viceversa) | Marketing Zone Icesi<\/title>\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.icesi.edu.co\/marketingzone\/por-que-los-esloganes-con-gancho-no-son-necesariamente-los-mas-memorables-y-viceversa\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Por qu\u00e9 los esl\u00f3ganes con gancho no son necesariamente los m\u00e1s memorables (y viceversa) | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Los esl\u00f3ganes memorables no son necesariamente aquellos que m\u00e1s gustan al consumidor y aquellos \u00abclaims\u00bb con los que m\u00e1s simpatiza la audiencia no son los que mejor se recuerdan. 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