CÓMO WALTER LANDOR CONVIRTIÓ UNA BOTELLA EN EL SÍMBOLO UNIVERSAL DEL BRANDING
Cuando una botella contó la historia de una marca: Coca-Cola y Walter Landor
En las décadas de 1950 y 1960, el mundo estaba inmerso en una ola de innovación y cambio. Las empresas no solo buscaban vender productos, sino construir identidades que resonaran profundamente con los consumidores. Fue en este contexto que Walter Landor, un pionero del branding, transformó la percepción de las marcas, dejando una huella imborrable en Coca-Cola y en la industria publicitaria.
Walter Landor: el visionario que reinventó el branding
Walter Landor fue un diseñador y estratega revolucionario que fundó Landor Associates en 1941, en San Francisco. Nacido en Alemania y emigrado a Estados Unidos, Landor convirtió su agencia en un referente mundial del branding, trabajando con más de 300 marcas globales. Fue un pionero en la investigación basada en la psicología del consumidor y el storytelling visual. Su frase icónica, “Los productos se hacen en las fábricas, pero las marcas se crean en la mente,” captura la esencia de su enfoque innovador.
Entre sus mayores logros, Landor introdujo procesos de codiseño con los clientes y el uso de prototipos para visualizar estrategias de marca, revolucionando la forma en que las empresas entendían el branding.
La campaña que redefinió la experiencia: “La magia de la botella”
Coca-Cola ya era una marca conocida, pero enfrentaba una creciente competencia, especialmente de Pepsi. Walter Landor vio una oportunidad única para fortalecer la identidad de Coca-Cola en el mercado global. Bajo su liderazgo, la campaña “La magia de la botella” elevó el diseño de la botella contour, creada originalmente en 1915, transformándola en el centro de la narrativa de la marca.El diseño de la botella contour no solo destacaba en los estantes, sino que se convirtió en un símbolo de calidad, autenticidad y felicidad. Durante los primeros cinco años de implementación de la campaña, Coca-Cola aumentó sus ingresos globales en un 20% y consolidó su posición como líder del mercado. Además, su presencia mediática creció exponencialmente, con la botella contour apareciendo en publicaciones como Time y Life, consolidando su estatus como un ícono cultural.
Lecciones de una marca que trasciende
La campaña “La magia de la botella” demostró que el diseño y la estrategia pueden transformar un producto en una experiencia emocional que resuene a nivel mundial. Walter Landor enseñó que las marcas no son solo logotipos o empaques, sino conexiones significativas con las emociones y aspiraciones de los consumidores.
En Indigo Koncept, seguimos este principio al ayudar a las marcas a encontrar su esencia, crear conexiones profundas y destacar en mercados saturados. Al igual que Landor, creemos que las marcas con propósito construyen lealtad y dejan un legado duradero.
Reflexión final
El éxito de Coca-Cola bajo la visión de Walter Landor nos recuerda que una marca mundial se construye al combinar coherencia, diseño impactante y valores universales. Su capacidad para mantenerse relevante y conectar con culturas diversas ha sido clave para su éxito. Crear experiencias que trasciendan transforma productos comunes en íconos culturales.
Sobre el autor
Alex Marín es escritor, speaker y estratega con más de 20 años de experiencia en el mundo corporativo y del branding. Ha trabajado en corporaciones como Nokia y liderado proyectos destacados para marcas como El Calvo España, Deoleo y Luengo. Actualmente, desde Indigo Koncept, impulsa a empresas a conectar con su propósito y transformarse en referentes de sus industrias.
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