{"id":2290,"date":"2026-09-11T19:23:36","date_gmt":"2026-09-11T15:23:36","guid":{"rendered":"https:\/\/consultordigital.cl\/academia\/?p=2290"},"modified":"2026-09-11T19:35:28","modified_gmt":"2026-09-11T15:35:28","slug":"el-mercurio-como-ejemplo-de-mal-branding-en-que-consiste-una-marca-personal","status":"publish","type":"post","link":"https:\/\/consultordigital.cl\/academia\/2026\/09\/11\/el-mercurio-como-ejemplo-de-mal-branding-en-que-consiste-una-marca-personal\/","title":{"rendered":"El Mercurio como ejemplo de mal branding: \u00bfEn qu\u00e9 consiste una marca personal?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">El <strong>branding<\/strong>, tambi\u00e9n conocido como gesti\u00f3n de marca, corresponde al conjunto de elementos que componen la identidad de una persona u organizaci\u00f3n. Hoy, el branding es una de las caracter\u00edsticas esenciales para desempe\u00f1arse en la bolsa de empleo, por lo que comprender c\u00f3mo funciona es clave para los trabajadores.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En primer lugar tenemos el logo, compuesto por tipograf\u00edas, colores espec\u00edficos y una idea a proyectar que debe ser precisa. <strong>El logo es el paso m\u00e1s sencillo<\/strong>, aunque debe estar pensado para mantener una coherencia con el alma misma del individuo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No obstante, la parte m\u00e1s importante para sacar adelante y mantener una marca <strong>son sus valores<\/strong>, aquello que dota al proyecto de una personalidad atrayente para una audiencia potencial. Intr\u00ednsecamente relacionado con los c\u00f3digos visuales, mas no depende solo de ellos, sino que debe tratar con profundo cuidado<strong> la experiencia que ofrece<\/strong> a su p\u00fablico objetivo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">El Mercurio durante la dictadura, ejemplo de mal branding<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">En el caso del <strong>periodismo<\/strong>, el branding debe responder a los valores de la profesi\u00f3n. Un comunicador que pierde la confianza de sus oyentes se arriesga a perderla de manera permanente. Un ejemplo notable puede ser el de <strong>El Mercurio<\/strong> durante los a\u00f1os de dictadura militar en Chile. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En el caso del diario, este fue acusado de <strong>contribuir a la censura<\/strong> de violaciones a los derechos humanos, faltando a la verdad y provocando que la poblaci\u00f3n dejara de creerle a sus periodistas, originando el famoso slogan <strong>\u201cEl Mercurio miente\u201d<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La situaci\u00f3n tardar\u00eda <strong>d\u00e9cadas en superarse<\/strong>, signific\u00e1ndole al medio una grave crisis reputacional que hasta hoy perdura en algunos sectores sociales que <strong>permanecen en desconfianza<\/strong> hacia la l\u00ednea editorial de El Mercurio, ya sea parcial o total.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As\u00ed, este episodio recuerda que el secreto para mantener en pie la reputaci\u00f3n de una marca <strong>yace casi por completo en su reputaci\u00f3n<\/strong>, algo que dif\u00edcilmente se construye y dif\u00edcilmente se recupera en caso de perderla.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El branding, tambi\u00e9n conocido como gesti\u00f3n de marca, corresponde al conjunto de elementos que componen la identidad de<\/p>\n","protected":false},"author":36,"featured_media":2296,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"saved_in_kubio":false,"_eb_attr":"","footnotes":""},"categories":[1],"tags":[206,18],"class_list":["post-2290","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ejercicios","tag-branding","tag-uahc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El Mercurio como ejemplo de mal branding: \u00bfEn qu\u00e9 consiste una marca personal?<\/title>\n<meta name=\"description\" content=\"Actualmente, 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