CBA B+G was created in 2014 to answer a surprising business paradox in Latin America. For the past 25 years, branding in LatAm progressively became a repetition of over-used methodologies copied by many branding agencies and leading to a ‘cliché’ thinking, soulless brand identities, uninvolved agencies and impassionate teams. The result is the multiplication of brands with a strong lack of personality, and the state of branding lost his soul in this economically emerging continent. Home of our enthusiastic, lively and happy Latin American cultures and mindsets.
To give life to its new vision towards branding, against this LatAm branding paradox, CBA B+G created tools to enable its teams of talents – designers, strategists and account managers – to observe and listen to the world to challenge convention, therefore innovate and touch Latin American customers’ hearts with a unique design, full of personality and soul.
CBA B+G’s branding purpose is to design Latin American brands with a heart, and to do it with our eyes, ears, minds and hearts wide open.
Branding with heart.
Immersed in an unprecedented flow of information that creates a deafening noise, we have become more aware and demanding in a continuous shift between platforms and channels, experiencing brands through different languages and spaces in a complex interactive stream.
Successful brands are the ones that effectively engage with us in this fluid world.
They have a strong and engaging identity that enables human beings to help define themselves in a changing environment. They know how to talk and listen to us, and react promptly to our conversations.
Successful brands are those that are able to best exploit each contact point, experimenting with the peculiarities of each channel and building a consistent and organic experience through each interaction.
Designing brand solutions, therefore, mean crafting strategies aimed at people’s needs to build engaging relationships and interactions across all communication channels.
At CBA B+G, this is possible thanks to an approach which places the human at the core of our activity and speed to market at top of mind.
We face complex problems in different industries. Our network of clients, from SMEs to multinational corporations, from B2B to consumer brands, has allowed us to develop transversal skills to meet a highly diverse range of needs across different sectors.