{"id":69316,"date":"2026-04-20T11:22:42","date_gmt":"2026-04-20T16:22:42","guid":{"rendered":"https:\/\/colombiainteligente.org\/?p=69316"},"modified":"2026-04-20T11:31:14","modified_gmt":"2026-04-20T16:31:14","slug":"modernizar-marca-utility-ya-es-parte-del-cambio","status":"publish","type":"post","link":"https:\/\/colombiainteligente.org\/es_co\/noticias-sectoriales\/modernizar-marca-utility-ya-es-parte-del-cambio\/","title":{"rendered":"Modernizar marca utility ya es parte del cambio"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"69316\" class=\"elementor elementor-69316\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-87c6aa2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"87c6aa2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-558bb819\" data-id=\"558bb819\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3067325c elementor-widget elementor-widget-text-editor\" data-id=\"3067325c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p style=\"margin: 0in; font-family: Arial; font-size: 10.0pt;\">ICF usa el caso de PSEG para explicar por qu\u00e9 la modernizaci\u00f3n de marca se convirti\u00f3 en una tarea estrat\u00e9gica para empresas de energ\u00eda. El art\u00edculo parte de un cambio m\u00e1s profundo que un redise\u00f1o visual: utilities enfrentan nuevas tecnolog\u00edas, m\u00e1s participaci\u00f3n del cliente, presi\u00f3n por sostenibilidad, competencia por talento y expectativas m\u00e1s altas de reguladores, inversionistas y comunidades. En PSEG, la revisi\u00f3n de marca estuvo impulsada por una nueva estrategia corporativa y por metas a 2030, adem\u00e1s de decisiones como la salida de la generaci\u00f3n f\u00f3sil y un mayor \u00e9nfasis en sostenibilidad. Bajo esa premisa, la marca se define como una promesa hecha y cumplida a todos los grupos de inter\u00e9s, no como un simple logotipo o un recurso de mercadeo.<\/p><p style=\"margin: 0in; font-family: Arial; font-size: 10.0pt;\">\u00a0<\/p><p style=\"margin: 0in; font-family: Arial; font-size: 10.0pt;\">La lecci\u00f3n central es que la construcci\u00f3n de marca empieza dentro de la organizaci\u00f3n. ICF se\u00f1ala que la definici\u00f3n de una marca s\u00f3lida requiere entrevistas profundas con l\u00edderes y empleados para entender cultura, motivaciones y compromisos diarios. Solo despu\u00e9s de esa clarificaci\u00f3n interna se debe traducir el resultado en mensajes y elementos visuales hacia afuera. Si el proceso se hace bien, el personal termina usando la nueva narrativa como una expresi\u00f3n clara de su funci\u00f3n de servicio. El texto tambi\u00e9n subraya que el tema debe subir a la alta direcci\u00f3n, incluso si muchos ejecutivos no han sido formados para entender qu\u00e9 es una marca corporativa. En el caso de PSEG, la direcci\u00f3n de comunicaciones insisti\u00f3 en que el mayor reto fue educar a l\u00edderes y equipos para comprender que el ejercicio estaba ligado a evoluci\u00f3n empresarial y cultural, no a una campa\u00f1a cosm\u00e9tica.<\/p><p style=\"margin: 0in; font-family: Arial; font-size: 10.0pt;\">\u00a0<\/p><p style=\"margin: 0in; font-family: Arial; font-size: 10.0pt;\">Aunque el art\u00edculo no trata infraestructura digital en sentido estricto, s\u00ed se relaciona con la digitalizaci\u00f3n del sector porque el v\u00ednculo entre empresa y usuario se vuelve cada vez m\u00e1s mediado por datos, canales digitales, programas de flexibilidad y nuevos servicios energ\u00e9ticos. En ese contexto, la confianza se convierte en un activo operativo.<\/p><p align=\"justify\"><span style=\"color: #800000;\"><b>Para leer m\u00e1s ingrese a:<\/b><\/span><\/p><p><a href=\"https:\/\/www.icf.com\/insights\/energy\/pseg-utilities-branding-tips\">https:\/\/www.icf.com\/insights\/energy\/pseg-utilities-branding-tips<\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t<div style=\"text-align:center\" class=\"yasr-auto-insert-visitor\"><\/div>","protected":false},"excerpt":{"rendered":"<p>ICF concluye que refrescar la marca de una utility no es maquillaje comunicacional. El proceso sirve para traducir estrategia, cultura y confianza en una industria bajo transformaci\u00f3n.<\/p>","protected":false},"author":23,"featured_media":69317,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"yasr_overall_rating":0,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":"","footnotes":""},"categories":[52],"tags":[],"class_list":["post-69316","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-sectoriales"],"yasr_visitor_votes":{"number_of_votes":0,"sum_votes":0,"stars_attributes":{"read_only":false,"span_bottom":false}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Modernizar marca utility ya es parte del cambio - Colombia Inteligente<\/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:\/\/colombiainteligente.org\/es_co\/noticias-sectoriales\/modernizar-marca-utility-ya-es-parte-del-cambio\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Modernizar marca utility ya es parte del cambio - Colombia Inteligente\" \/>\n<meta property=\"og:description\" content=\"ICF concluye que refrescar la marca de una utility no es maquillaje comunicacional. 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