What is a Brand? By Maria Rodriguez Juez

Dec 15, 20170 likes83 views

María Rodríguez Juez

A Brand is a PERCEPTION between a promise and an experience that lives in the heart of the customer ...

Consumerism has led society to judge people based on their appearance and possessions. People feel pressure to look youthful, wear the latest brands, and acquire more things to feel fulfilled or keep up with trends. However, this constant pursuit of more leaves people as slaves to marketing and indifferent to deeper needs, when they could instead question this culture of branding and find purpose through other means.

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These guidelines summarize the fundamental technical characteristics of the Fontech brand, serving as a guide for any material produced under the brand Fontech. We face the future with a new brand that represents the technology arm of the company. After many exciting years consolidating our brand in the WiFi market with a young, casual attitude that confronted the topics of the telecommunications industry in a fresh way, we now evolve to demonstrate our maturity, capacity, and know-how as a company!

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Fon was born as a movement "peer-to-peer". The business idea: blanket the world with WiFi, but the company needed to scale. For that reason, the strategy was to create a more solid Brand that was able to talk directly with the B2B world. The branding project involved the design of Fon’s visual and verbal identities, the application of the brand in digital environments and the creation of a co-branding strategy. The result is a new brand look, championed by a balloon-shaped WiFi logo that represents Fon’s value proposition of getting WiFi anywhere in the world.

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