{"id":29531,"date":"2026-04-11T13:00:00","date_gmt":"2026-04-11T16:00:00","guid":{"rendered":"https:\/\/sergiolapegue.com\/site\/?p=29531"},"modified":"2026-04-10T18:08:40","modified_gmt":"2026-04-10T21:08:40","slug":"el-factor-coolness-segun-catch-lo-mas-buscado-lo-menos-comprendido","status":"publish","type":"post","link":"https:\/\/sergiolapegue.com\/site\/2026\/04\/11\/el-factor-coolness-segun-catch-lo-mas-buscado-lo-menos-comprendido\/","title":{"rendered":"EL FACTOR COOLNESS SEG\u00daN CATCH: LO M\u00c1S BUSCADO, LO MENOS COMPRENDIDO"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Desde CATCH, agencia especializada en cultura y entretenimiento, proponen un marco conceptual para entender el coolness como atributo cultural.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Definen una combinaci\u00f3n \u00fanica de tres puntos &#8211; est\u00e9tica, actitud y anclaje &#8211; que permite a las marcas diferenciarse y conectar con autenticidad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Captamos<\/strong> la esencia de lo que realmente importa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conectamos<\/strong> a las marcas con sus audiencias a trav\u00e9s de sus passion points.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Generamos<\/strong> conexiones emocionales que son genuinas, relevantes e impactantes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En marketing todos hablamos de lo cool, pero pocos pueden explicar qu\u00e9 significa realmente. \u00bfCanchero? No. \u00bfImitar la est\u00e9tica de la Generaci\u00f3n Z? Tampoco. \u00bfSer irreverente a toda costa? Mucho menos. Lo cierto es que perseguir f\u00f3rmulas prearmadas no funciona: la b\u00fasqueda de lo cool genera cringe cuando se fuerza. Porque entendemos que esforzarse demasiado no es cool, pero no esforzarse tampoco lo es. Ser uno del mont\u00f3n no es cool, pero ser exageradamente distinto tampoco.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cEl coolness no se copia, se construye. Y lo m\u00e1s importante: se percibe, no se declara\u201d, afirma Victoria Wiske, LATAM Strategy &amp; Growth Director, que decidi\u00f3 enfrentarse a este concepto tan presente en briefs y conversaciones de marca.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El equipo de Strategy &amp; Consumer Insights investig\u00f3 los or\u00edgenes del concepto, organiz\u00f3 workshops internos y lo puso en discusi\u00f3n con los equipos de la agencia. No llegaron a una definici\u00f3n \u00fanica \u2014porque lo cool siempre se escapa\u2014, pero trazaron un marco que funciona como gu\u00eda para que las marcas identifiquen d\u00f3nde puede estar realmente su diferencial.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cQuer\u00edamos entender qu\u00e9 tienen en com\u00fan esas marcas que logran ser cool sin buscarlo. Y encontramos que no hay una f\u00f3rmula, sino un equilibrio entre tres dimensiones que se alimentan entre s\u00ed: est\u00e9tica, actitud y anclaje\u201d, agreg\u00f3 Agustina Mamberti, Sr Brand Strategist.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La&nbsp;est\u00e9tica&nbsp;es el lenguaje visual del coolness. Implica avalar, reinterpretar o mezclar elementos del arte, la cultura y tambi\u00e9n de la moda.&nbsp;\u201cPero no es eclecticismo desordenado: siempre hay coherencia visual. La est\u00e9tica cool transmite uniformidad y personalidad a la vez\u201d.&nbsp;agreg\u00f3 Manuel Blanco, Creative &amp; Art Lead. Un ejemplo claro es VICIO, la marca de hamburguesas que naci\u00f3 en Espa\u00f1a. Su est\u00e9tica urbana, su tono sin filtros y su prop\u00f3sito centrado en la experiencia (m\u00e1s que en el producto) le dan identidad propia desde el d\u00eda uno.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La&nbsp;actitud&nbsp;es el modo de ser y mostrarse. Ser seguro sin forzar, aut\u00e9ntico, con una rebeld\u00eda digna, es decir, que parece desapegada de lo emocional. El coolness no se sostiene en la validaci\u00f3n externa, se proyecta desde la confianza tranquila. \u201cSer cool no es querer agradar: es tener una mirada propia y sostenerla\u201d, explica Manuel Camb\u00f3n, Creative Planner.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El&nbsp;anclaje&nbsp;es lo que evita que el coolness sea pura forma. Le da profundidad y autenticidad. Ese anclaje puede ser dado por la&nbsp;herencia, si ten\u00e9s historia: reinterpretar tu legado, tus ra\u00edces culturales, tu pasado. No como nostalgia, sino como materia prima para hablarle al presente. En ese sentido, Adidas Originals es un ejemplo claro de marca con herencia. Su coolness nace de reinterpretar su legado deportivo y cultural con una mirada contempor\u00e1nea. En CATCH entienden que lo cool en Adidas Originals est\u00e1 en c\u00f3mo logra que lo vintage se sienta actual. No niega su pasado: lo remezcla.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Y cuando no hay herencia, el anclaje puede darse por el&nbsp;prop\u00f3sito: la raz\u00f3n de ser se convierte en la historia fundacional. VICIO no tiene herencia, pero tiene prop\u00f3sito. Y eso tambi\u00e9n puede ser una forma de anclaje: saber muy bien qui\u00e9n sos, incluso cuando reci\u00e9n empezas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lo cool es un territorio deseado para muchas marcas porque conecta, inspira y diferencia. Pero justamente por ser mutable y dif\u00edcil de capturar, es un desaf\u00edo que nunca termina. \u201cLas marcas que son percibidas como cool no lo logran copiando tendencias, sino entendiendo qu\u00e9 est\u00e9tica, qu\u00e9 actitud y qu\u00e9 anclaje les dan coherencia, profundidad y sentido en el presente\u201d, concluyen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Desde CATCH, esta mirada busca inspirar a marcas, creativos y estrategas a dejar de perseguir lo cool como una etiqueta y empezar a construirlo como un atributo cultural con sentido.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>M\u00e1s info en:&nbsp;<\/strong><a href=\"http:\/\/www.wearecatch.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">www.wearecatch.com<\/a>&nbsp;\u2013&nbsp;<a href=\"mailto:hola@wearecatch.com\" target=\"_blank\" rel=\"noreferrer noopener\">hola@wearecatch.com<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>ACERCA DE CATCH<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CATCH&nbsp;es una agencia integral con m\u00e1s de 10 a\u00f1os en Argentina y presencia regional. Fundada por Mau Piaggio y Cristian Castellani \u2014profesionales que vienen del lado del cliente\u2014 combina una mirada estrat\u00e9gica de negocio con sensibilidad cultural para conectar marcas con las nuevas audiencias de forma aut\u00e9ntica y relevante.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u00edderes en la nueva forma de comunicar, entienden los c\u00f3digos, pasiones y h\u00e1bitos de consumo de las nuevas generaciones. Son expertos en Gen Z, Alpha y en el universo de la m\u00fasica y el entretenimiento. Su diferencial est\u00e1 en tender puentes entre las marcas, la cultura y las pasiones, trabajando con quienes mueven las conversaciones: artistas, celebridades, influencers y creadores de contenido.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Somos apasionados, profesionales, c\u00e1lidos, cercanos, energ\u00e9ticos, inquietos, disruptivos, j\u00f3venes y no tanto\u2026 Pero los conocemos a la perfecci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>M\u00e1s info en:&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/www.wearecatch.com\">www.wearecatch.com<\/a>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"mailto:hola@wearecatch.com\">hola@wearecatch.com<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/www.instagram.com\/wearecatch\">www.instagram.com\/wearecatch<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Desde CATCH, agencia especializada en cultura y entretenimiento, proponen un marco conceptual para entender el coolness como atributo cultural. Definen una combinaci\u00f3n \u00fanica de tres puntos &#8211; est\u00e9tica, actitud y anclaje &#8211; que permite a las marcas diferenciarse y conectar con autenticidad. Captamos la esencia de lo que realmente importa. Conectamos a las marcas con [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":29532,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38,39],"tags":[],"class_list":["post-29531","post","type-post","status-publish","format-standard","has-post-thumbnail","category-actualidad","category-interes-general"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>EL FACTOR COOLNESS SEG\u00daN CATCH: LO M\u00c1S BUSCADO, LO MENOS COMPRENDIDO - Sergio Lapegue<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sergiolapegue.com\/site\/2026\/04\/11\/el-factor-coolness-segun-catch-lo-mas-buscado-lo-menos-comprendido\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EL FACTOR COOLNESS SEG\u00daN CATCH: LO M\u00c1S BUSCADO, LO MENOS COMPRENDIDO - Sergio Lapegue\" \/>\n<meta property=\"og:description\" content=\"Desde CATCH, agencia especializada en cultura y entretenimiento, proponen un marco conceptual para entender el coolness como atributo cultural. Definen una combinaci\u00f3n \u00fanica de tres puntos &#8211; est\u00e9tica, actitud y anclaje &#8211; que permite a las marcas diferenciarse y conectar con autenticidad. Captamos la esencia de lo que realmente importa. 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