Sinop/sis.

It establishes a brand platform to position it as a socio-cultural and commercial leader, enhancing the reading experience as a collective act. The pillars are: the power of prescription, the warmth of the reading experience, transparency in the spaces for reflection and innovative leadership. A tactical action, Sinop/sis, is developed, which uses data generated in interactions with users to offer emotional value. It is divided into a digital part, with conversations on social networks, and a physical part, with interactive screens in shops to consult recommendations and shared experiences.

This project is the result of my love of telling stories through objects, whether physical or not. Just as a pistachio and its shell can be the protagonists of a tragic story of separation and a great journey of overcoming, everything we relate to can be humanised, including brands.

Stories are the best way of transmitting the knowledge that human beings have invented, they introduce us to new scenarios, and through other people we can experience situations that we have never seen before.

other people we can experience situations that we learn from and enjoy.

And that is what I have tried to do with this project, to set the stage so that Casa del Libro can tell a story that connects with people, so that they can discover, learn and enjoy it together.

To do this, the approach begins with the definition of a brand platform for Casa del Libro that derives from the existing ones and from the conclusions of the diagnosis phase: the aim of this is to position the brand as a leader and a socio-cultural reference, as well as a commercial one. The way to achieve this will be to promote the intimate experience of reading as a collective act.

The four pillars on which this purpose is based and from which all the brand's tactical actions derive are: the power of prescription, the warmth derived from the reading experience, the transparency that legitimises the spaces for reflection and encounter, and the leadership demonstrated through relevant and innovative action.

In this project, a tactical action is designed and developed to advance in the marked direction: Sinop/sis, data that do good. A system that guides the reader in search of answers through books, and that feeds on data generated in the interaction between Casa del Libro and its users to provide them with emotional value.

It consists of two parts, one that takes place in the digital sphere and the other in the physical world. In the digital part, different conversations with readers and booksellers will take place on social networks through questions related to books. All of the data generated will be analysed and used to be consulted on interactive touchless screens in the shops, where it will be possible to consult, among other things, what our common reading experience is like or lists of recommendations associated with moments.

Thanks for reading!