{"id":24187,"date":"2025-03-26T11:26:17","date_gmt":"2025-03-26T11:26:17","guid":{"rendered":"https:\/\/www.isdi.education\/mx\/?p=24187"},"modified":"2025-03-26T11:30:35","modified_gmt":"2025-03-26T11:30:35","slug":"club-america-cuando-el-marketing-construye-legado","status":"publish","type":"post","link":"https:\/\/www.isdi.education\/mx\/blog\/club-america-cuando-el-marketing-construye-legado","title":{"rendered":"Club Am\u00e9rica: Cuando el marketing construye legado"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Una conversaci\u00f3n con Quentin Paquelier, <\/span><a href=\"https:\/\/www.isdi.education\/es\/blog\/funciones-del-cmo\"><span style=\"font-weight: 400;\">Chief Marketing Officer <\/span><\/a><span style=\"font-weight: 400;\">del Club Am\u00e9rica<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El marketing deportivo ya no se trata solo de vender camisetas. Hoy es estrategia, narrativa, innovaci\u00f3n y, sobre todo, datos. Y si hay un caso que lo demuestra con contundencia es el del Club Am\u00e9rica.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En esta edici\u00f3n de <\/span><b>ISDItalks<\/b><span style=\"font-weight: 400;\">, charlamos con <\/span><b>Quentin Paquelier<\/b><span style=\"font-weight: 400;\">, Chief Marketing Officer del club, sobre c\u00f3mo se construye y se mantiene relevante una marca con m\u00e1s de 100 a\u00f1os de historia&#8230; en un mundo que cambia cada semana.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aqu\u00ed puedes ver la entrevista completa:<\/span><\/p>\n<p><iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/jYKCmSL7rPg?si=YTrRz7-m7PWvQxXw\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">La marca Am\u00e9rica no vende humo. Construye visi\u00f3n.<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u201cTenemos la fortuna de trabajar con una marca ya reconocida\u201d, dice Quentin. Pero ese reconocimiento no basta. El reto est\u00e1 en <\/span><b>seguir creciendo, conectando y generando impacto m\u00e1s all\u00e1 del estadio<\/b><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">La estrategia es clara: construir un c\u00edrculo virtuoso donde crecen <\/span><b>marca, audiencia e ingresos<\/b><span style=\"font-weight: 400;\">. Y todo parte de una sola premisa: entender a qui\u00e9n le hablas y qu\u00e9 representas en su vida.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cNo es solo una marca deportiva. Es una marca con responsabilidad social, con identidad cultural y con impacto en M\u00e9xico y Estados Unidos.\u201d<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Diversidad real, inclusi\u00f3n sin discurso vac\u00edo<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Uno de los puntos m\u00e1s potentes de la entrevista: <\/span><b>el posicionamiento del Am\u00e9rica Femenil<\/b><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Aqu\u00ed no hay etiquetas de \u201cproyecto social\u201d o \u201cparidad simb\u00f3lica\u201d. El Am\u00e9rica lo est\u00e1 construyendo como lo que es: <\/span><b>un equipo de alto rendimiento, con audiencia, ambici\u00f3n y visi\u00f3n global<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cUn patrocinio al Am\u00e9rica Femenil no es un acto de responsabilidad social. Es una inversi\u00f3n en un deporte que crece m\u00e1s r\u00e1pido que casi cualquier otro en M\u00e9xico.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Estrategia clara: encontrar socios comerciales que crean en el proyecto, que no solo pongan dinero, sino que se suban con ideas, activaciones y apuestas a largo plazo.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Innovar no es solo tecnolog\u00eda, es cambiar las reglas del juego<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u00bfD\u00f3nde est\u00e1 la innovaci\u00f3n?<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">En desarrollar nuevos productos con las marcas. En generar experiencias m\u00e1s all\u00e1 del estadio. En tratar a cada audiencia con el respeto y la personalizaci\u00f3n que exige.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Y, sobre todo, en asumir que <\/span><b>Estados Unidos no es un mercado secundario para el Am\u00e9rica. Es su mercado natural<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cTenemos millones de fans de origen mexicano en EE.UU. y no los tratamos como un extra. Son parte de nuestra esencia.\u201d<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u00bfQu\u00e9 puedes aprender si trabajas en marketing?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Este caso es un m\u00e1ster en s\u00ed mismo.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Si eres parte del mundo del marketing, branding, innovaci\u00f3n o incluso desarrollo de negocio, aqu\u00ed hay varias lecciones aplicables:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Construye desde tu esencia.<\/b><span style=\"font-weight: 400;\"> No inventes, evoluciona.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Conecta con <\/b><a href=\"https:\/\/www.isdi.education\/mx\/blog\/entendiendo-audiencias-guia-del-2020\"><b>tu audiencia real<\/b><\/a><b>, no con la que imaginas.<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Colabora con marcas que compartan prop\u00f3sito, no solo presupuesto.<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Convierte tu impacto social en estrategia, no en campa\u00f1a.<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.isdi.education\/mx\/blog\/liderazgo-transformacion-digital\"><b>Lidera desde la convicci\u00f3n<\/b><\/a><b>, no desde la tendencia.<\/b><\/li>\n<\/ul>\n<h3><b>En ISDI, esto no lo vemos en un PowerPoint. Lo vivimos.<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Casos como el del Club Am\u00e9rica forman parte de los programas de ISDI como el <\/span><b>Master in Internet Business (MIB)<\/b><span style=\"font-weight: 400;\">. Porque si quieres liderar en el entorno digital, necesitas aprender con quienes est\u00e1n cambiando las reglas del juego <\/span><b>hoy<\/b><span style=\"font-weight: 400;\">, no hace 10 a\u00f1os.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Una conversaci\u00f3n con Quentin Paquelier, Chief Marketing Officer del Club Am\u00e9rica El marketing deportivo ya no se trata solo de vender camisetas. Hoy es estrategia, narrativa, innovaci\u00f3n y, sobre todo, datos. Y si hay un caso que lo demuestra con contundencia es el del Club Am\u00e9rica. En esta edici\u00f3n de ISDItalks, charlamos con Quentin Paquelier,&#8230;<\/p>\n","protected":false},"author":23,"featured_media":24188,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[],"class_list":["post-24187","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Club Am\u00e9rica: Cuando el marketing construye legado - ISDI Mexico<\/title>\n<meta name=\"description\" content=\"Descubre c\u00f3mo el Club Am\u00e9rica innova en marketing deportivo digital y por qu\u00e9 es un caso clave en el MIB de ISDI. 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