Oxytobrands

Inspiration. Respect. Trust. Love. Human values projected through an intangible (the brand as a symbolic entity) capable of providing a unique lived experience to each individual, thus, attaining a quality that transcends the primary function. Oxytobrands presents a new vision of, emotional branding, the marketing of experiences, and the construction of brands. A vision that contemplates the totality of the factors involved in the creation of a solid brand platform. At the same time, it redefines the scope of the inspiring vision and the causes for the empathy that it reaches with each individual, guaranteeing permanence and future growth. In other words, solidifying a brand as a source of value. Oxytobrands proposes a way to create human brands for an emotional market.

Inspiration. Respect. Trust. Love. Human values projected through an intangible (the brand as a symbolic entity) capable of providing a unique lived experience to each individual, thus, attaining a quality that transcends the primary function. Oxytobrands presents a new vision of, emotional branding, the marketing of experiences, and the construction of brands. A vision that contemplates the totality of the factors involved in the creation of a solid brand platform. At the same time, it redefines the scope of the inspiring vision and the causes for the empathy that it reaches with each individual, guaranteeing permanence and future growth. In other words, solidifying a brand as a source of value. Oxytobrands proposes a way to create human brands for an emotional market. Motivated by a transversal thought, Ghio explored new territories where anthropological, neurological, and marketing (related to brands) investigations had not been. He proposed to go a little further, to unite under one concept many of the answers that all the communication specialists try to formulate daily. Oxytobrands’ findings reside in ordering all of the present thought, I believe much of the future, about the relationship, emotional-rational, that is established between a brand and its consumers. Ghio has investigated (I’m sure that he will continue investigating) this theme for at least six years; sufficient time to become a specialist (Besides knowing his professional tone, levels of obsession and commitment to work). From the perspective of the Branding, Marketing, Publicity, and Communication industries, Oxytobrands is the material necessary to take the step that begins a new debate all of the market should formalize. First, the process of the brand needs to be understood: its personality, its conduct, its objectives. Only afterwards can we think about communication strategies. If you do not have a strong brand, there is not any communication that will sustain it.

Marcelo Ghio is a branding and communication strategy management consultant. He is the author of Oxytobrands: human brands for an emotional market, edited in 2009 in Argentina. A second published edition was released in September 2011, by Editorial Planeta Perú. In July 2013 launched the third edition of the book, by the same publisher.Additionally, he is the Dean of Design and Communication at ISIL in Lima, Perú. He has completed projects and consulted for businesses and organizations in the Argentine and Perú public and private sectors. For more than 15 years he has been a judge for national and international competitions. He continuously publishes work in distinct graphic and digital media on branding, design, management, and social culture. Ghio is a lecturer and has presented conferences about Oxytobrands, emotional branding, and design in various cities, including: Buenos Aires, Madrid, Barcelona, Guayaquil, México DF, Mendoza, Neuquén, Córdoba, San Luis Potosí, Bogotá, Santiago de Chile, and Lima.