Cases – Argumental

Cases

Astronomy Storytelling for Chile's Country Branding

In early 2016, after winning the bid to design the astronomy storytelling for Imagen Chile, Argumental developed a differentiating, consistent, and evidence-based narrative that was applied to...

Fundación Imagen de Chile (see more)

Integrated workshop on argumentation, negotiation and presentation.

For two years in a row, an integrated argumentation, negotiation and presentation program was carried out for the senior management of the Corporate and Risk Divisions at Banco de Chile...

Banco de Chile, 2019 and 2020 (see more)

Tourism is a recent phenomenon that responds to a Romanticism’s ideal (present in all Bildungsroman), according to which our individual potential grows by multiplying the experiences we live. This ideal blends well with the consumerist principle of “more is better” (more options, more destinations, more added service), which creates a "market for experiences." However, the increased awareness of resource depletion and the subsequent ethical imperative of greater sustainability...

...have weakened the appeal of the consumerist ideal.

Therefore, it is important for luxury outdoor tourism to offer a "cured" experience of wilderness and nature that, devoid of the usual signs of the market society, highlights the sense of scarcity and uniqueness (“off the beaten track”, “timeless quality”)

In that regard, to anticipate the commodification of the offered destinations and strengthen the relationship with local cultures may be both an ethical imperative and an opportunity for differentiation.

Extracto del Racional Propuesta de Valor, Explora 2016

Corporate Narrative

This consultancy included the development of a narrative that fulfilled the dual function of strengthening Walmart Chile's identity by positioning its social role at the local level, aligning the identity of its brands...

Walmart

Brand storytelling

A strategic story was developed that redefined the brand's purpose, making its values and differentiating attributes clear, to reinforce its positioning in the new competitive context...

SKY Airline, 2022

Communication strategy

A communication strategy was developed and implemented to accompany Empresa Portuaria de Arica (EPA) in the tripartite negotiation with Terminal Portuario de Arica...

Port of Arica

"One of my best memories was when we went into the Atacama Desert. My husband and I were together looking at an incredibly starry sky for hours, accompanied by a good Chilean wine. It was very beautiful and we felt very close. It made us think about our loved ones, the past, the future and the important things in life. In the city you forget this, since there you can never see the sky as it is." Yoko, Journalist, Japan....

“In other places for astronomical observation there’s vegetation, but in Atacama there’s nothing, it's like Mars. Once there was no wind, we realized that we were experiencing absolute silence; that if you kept quiet, you could hear your heartbeat. There are very few places in the world where you can experience something like that."

Gerhardt, photographer and engineer, Germany

Astronomy Storytelling Excerpt, Chile’s nation branding 2017

"We turn raw materials into reliable products that meet major logistical challenges and construction requirements...

...With our materials, cities are transformed, communities are connected and the great works that are emblematic of our national identity are developed."

Corporate Narrative’s Key Description
Ready-Mix, Lime and Cement Company, 2017

Development of effective writing, presentation, and reporting skills

37 managers and professionals from CMPC's corporate audit team from Chile, Argentina, Peru, Mexico and Brazil...

CMPC, December 2021 - April 2022

Patagonia has been the explorer's inspiration for centuries as the world’s only continental land south of the 51st parallel. Its millenary landscapes of ice and stone, vibrant rivers, old forests, and steppes abundant in wildlife are worth the long journey.

On its south-west limit, the Altiplano slides down to the Atacama Desert, the driest place on earth. Mainly rock and petrous salt of different shapes and colors, Atacama is engraved by geological time, full of solitude and silence. It has the clearest skies on earth, offering a full display of the Southern celestial vault by night, while by day colossal volcanos guard never-ending horizons.”