{"id":2478870,"date":"2024-12-05T09:41:06","date_gmt":"2024-12-05T09:41:06","guid":{"rendered":"https:\/\/prgn.cullencommunications.ie\/?p=2478870"},"modified":"2025-09-02T10:14:50","modified_gmt":"2025-09-02T10:14:50","slug":"la-magia-de-la-comunicacion-unbranded","status":"publish","type":"post","link":"https:\/\/prgn.cullencommunications.ie\/es_es\/blog-espanol\/la-magia-de-la-comunicacion-unbranded\/","title":{"rendered":"La magia de la comunicaci\u00f3n unbranded"},"content":{"rendered":"

En este primer podcast<\/em> en espa\u00f1ol de PRGN, Loreley Maldonado, fundadora de Eje Comunicaci\u00f3n<\/a> en M\u00e9xico, conversa con la periodista Valentina Giacaman, fundadora de RumboCierto Comunicaciones<\/a> en Chile, acerca de la comunicaci\u00f3n <\/span>unbranded.<\/span><\/i><\/p>\n

La evoluci\u00f3n de la comunicaci\u00f3n corporativa permite que las empresas echen mano de toda su creatividad para desarrollar narrativas y mensajes que destaquen, permeen y logren influir en sus audiencias estrat\u00e9gicas, obteniendo con ello no s\u00f3lo la recordaci\u00f3n de su marca o nombre, sino su reconocimiento al respecto de lo que aportan a la sociedad.\u00a0<\/span><\/p>\n

Muchas de estas empresas, sobre todo las sobrerreguladas y las que est\u00e1n en constante escrutinio p\u00fablico, tienen que recurrir a t\u00e9cnicas de comunicaci\u00f3n innovadoras que les permitan participar en la conversaci\u00f3n p\u00fablica sin necesariamente aparecer de manera visible. Es aqu\u00ed donde la comunicaci\u00f3n sin marca o <\/span>unbranded<\/span><\/i> cumple una funci\u00f3n esencial que les ayuda a defender sus intereses.\u00a0<\/span><\/p>\n

\u00bfQu\u00e9 es la comunicaci\u00f3n unbranded<\/em>?<\/strong><\/h3>\n

Con poco reconocimiento en el mundo de los negocios, este tipo de comunicaci\u00f3n busca generar credibilidad, legitimidad y confianza, aspectos a los que toda estrategia comunicativa debe ce\u00f1irse si pretende ser eficaz.<\/span><\/p>\n

La comunicaci\u00f3n <\/span>unbranded<\/span><\/i> es aquella que busca persuadir de manera indirecta a las audiencias estrat\u00e9gicas, a trav\u00e9s del impulso de tem\u00e1ticas de inter\u00e9s en la opini\u00f3n p\u00fablica sin mencionar a la marca que la acciona. (Maldonado, 2023). <\/span><\/p>\n

\u00bfC\u00f3mo funciona?<\/b><\/h3>\n

Esta comunicaci\u00f3n funciona porque, al no estar una marca de por medio, la opini\u00f3n p\u00fablica est\u00e1 m\u00e1s abierta a recibir los mensajes, lo que permite a la empresa que los elabora una penetraci\u00f3n m\u00e1s eficaz, especialmente si dichos mensajes son puestos en manos de terceros expertos, quienes generan una alta credibilidad. <\/span><\/p>\n

La implementaci\u00f3n de la comunicaci\u00f3n unbranded<\/em> requiere de recursos materiales y humanos, as\u00ed como de una labor de inteligencia que permita mapear de manera estrat\u00e9gica a organizaciones, asociaciones, think tanks<\/em> e investigadores cuyos temas se alineen con lo que busca comunicar la empresa, adem\u00e1s de tiempo para planear y llevar a cabo los esfuerzos. <\/span><\/p>\n

Ejercer alg\u00fan grado de influencia en la opini\u00f3n p\u00fablica sobre tem\u00e1ticas que pueden escalar o decrecer posiciones es uno de los cometidos de la propia comunicaci\u00f3n, y m\u00e1s a\u00fan de la comunicaci\u00f3n unbranded<\/em>, la cual logra influir de manera contundente en las audiencias. <\/span><\/p>\n

Una de las industrias que la lleva a cabo de manera recurrente es la farmac\u00e9utica, pues al no poder hacer una comunicaci\u00f3n directa de sus productos, debido a sus particularidades y regulaciones, lleva a cabo una comunicaci\u00f3n unbranded<\/em> que le permite informar a las audiencias y generar un call to action<\/em>.<\/span><\/p>\n

La comunicaci\u00f3n <\/b>unbranded<\/i><\/b> y su efectividad en la gesti\u00f3n de la reputaci\u00f3n corporativa<\/b><\/h3>\n

Gestionar la reputaci\u00f3n es uno de los cometidos m\u00e1s relevantes de las organizaciones hoy en d\u00eda, por lo que, para hacerlo de una manera exitosa, es fundamental considerar a la comunicaci\u00f3n como un factor clave de \u00e9xito.<\/span><\/p>\n

En la medida en que una organizaci\u00f3n gestione su comunicaci\u00f3n, a trav\u00e9s de diferentes t\u00e1cticas, podr\u00e1 impactar positiva o negativamente en su imagen corporativa y, con ello, en su reputaci\u00f3n.<\/span><\/p>\n

Es as\u00ed como, hoy en d\u00eda, algunas de las grandes marcas, especialmente aquellas que constantemente est\u00e1n siendo se\u00f1aladas, han migrado del modelo tradicional de comunicaci\u00f3n, es decir, de los contenidos branded<\/em> a los contenidos unbranded<\/em>, para gestionar de manera m\u00e1s inteligente una agenda editorial apegada a sus intereses, que les favorezca y les arroje resultados contundentes en sus objetivos de negocio. <\/span><\/p>\n

En concreto, la comunicaci\u00f3n unbranded<\/em> o sin marca es fundamental para obtener mejores resultados; comprenderla como una herramienta necesaria dentro de la comunicaci\u00f3n estrat\u00e9gica es tambi\u00e9n parte de la labor que tienen las propias organizaciones y, en nuestro caso, sus agencias.<\/span><\/p>\n

<\/div>\n

Si disfrut\u00f3 este episodio, <\/span><\/i>siga el podcast \u201cPRGN Presents\u201d<\/span><\/i> en Apple Podcasts, Spotify, Google Podcasts o cualquier otra aplicaci\u00f3n de podcast. Publicamos nuevos episodios cada dos jueves. Para recibirlos de forma autom\u00e1tica y gratuita, simplemente elija su reproductor de podcast preferido de esta lista, abra la aplicaci\u00f3n y haga clic en el bot\u00f3n “Seguir” o “Suscribirse” al programa: <\/span><\/i>https:\/\/prgnpodcast.com\/listen<\/span><\/i><\/a>.<\/span><\/i><\/p>\n

Para acceder a m\u00e1s blogs y contenido en espa\u00f1ol, as\u00ed como a una lista de agencias de PRGN con servicios en espa\u00f1ol, visite la secci\u00f3n Latam-Iberoam\u00e9rica<\/a> en el sitio web de PRGN.<\/p>","protected":false},"excerpt":{"rendered":"

En este primer podcast en espa\u00f1ol de PRGN, Loreley Maldonado, fundadora de Eje Comunicaci\u00f3n en M\u00e9xico, conversa con la periodista Valentina Giacaman, fundadora de RumboCierto Comunicaciones en Chile, acerca de la comunicaci\u00f3n unbranded. La evoluci\u00f3n de la comunicaci\u00f3n corporativa permite que las empresas echen mano de toda su creatividad para desarrollar narrativas y mensajes que 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Maldonado","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/prgn.cullencommunications.ie\/wp-content\/uploads\/2022\/05\/Loreley-Maldonado-150x150.png39fab269f4755297e5b49b1365099291","url":"https:\/\/prgn.cullencommunications.ie\/wp-content\/uploads\/2022\/05\/Loreley-Maldonado-150x150.png","contentUrl":"https:\/\/prgn.cullencommunications.ie\/wp-content\/uploads\/2022\/05\/Loreley-Maldonado-150x150.png","caption":"Loreley Maldonado"},"description":"Loreley has more than 20 years of experience in strategic communication, public affairs and corporate reputation and crisis management in Mexico and various countries across the American continent. At Eje Comunicaci\u00f3n she has managed the communication and reputation of companies and organizations including Coca-Cola FEMSA, Genomma Lab, Coca-Cola Company, Medix, Grupo IMU, Asofarma, WWF, EGADE, Latina Desarrollos Energ\u00e9ticas, CoRe, Diri, Stryker, Viasat and Lafayette. Loreley is a columnist and has been an academic speaker on Corporate Reputation and Strategic Communication. She is currently pursuing doctoral studies in Communication and Strategic Marketing at the Universidad An\u00e1huac in Mexico, focusing on the power of unbranded communication.","sameAs":["https:\/\/ejecom.mx\/","https:\/\/www.linkedin.com\/in\/loreley-maldonado-razo-8298bb8\/"],"url":"https:\/\/prgn.cullencommunications.ie\/es_es\/author\/loreley_maldonado\/"}]}},"_links":{"self":[{"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/posts\/2478870","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/users\/256"}],"replies":[{"embeddable":true,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/comments?post=2478870"}],"version-history":[{"count":14,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/posts\/2478870\/revisions"}],"predecessor-version":[{"id":2479823,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/posts\/2478870\/revisions\/2479823"}],"wp:attachment":[{"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/media?parent=2478870"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/categories?post=2478870"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/tags?post=2478870"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/prgn.cullencommunications.ie\/es_es\/wp-json\/wp\/v2\/coauthors?post=2478870"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}