Román Esqueda Atayde

TOPIC

The Brand as an extension of the mind. Brand semiosis as complex interactive systems.

Bio

Román is the director of Neural Research, a qualitative marketing research company based in Mexico City. He has a 34 year experience applying semiotics, rhetoric, cognitive sciences and neuroscience to help brands toodevelop marketing strategies. He holds a full time position as professor and Researcher at Universidad Autónoma Metropolitana, Cuajimalpa and has combined his professional activities with his academic work.

His path started when he was awarded a Fulbright Scholarship to study doctoral level courses and develop his research project on marketing semiotics at Indiana university, Bloomington. He worked under Tom and Jean Sebeok at the research Center for Language and Semiotic Studies.

His professional career has taken him to work for Mexican and international companies. Among them: Alsea, Bancomer, Banco Azteca, Campbell´s Soup, Comex, Comextra, Conagra, Estee Lauder, Expansión, Firmenich, Heineken, MasterCard, Peñafiel, Purina, Scotiabank, Bimbo, Colgate, Kellogg, Jumex, Herdez, Kentucky, Liverpool, Merck, Mondelez, Nestle, SCA, Sigma, Pepsico, Posadas de México, and many others. His main interest is in developing scientific tools to help brands achieve their goals.
His company Neural Research has developed many projects in the LATAM region.

Dr. José Manuel Valenzuela

TOPIC

Panorama of continual re-construction of Mexican identity inside and outside of national borders; Mexicans in the U.S, the idea of Mexico in Latin America: how Mexicans represent themselves and are represented abroad.

Bio

His pioneering work has shed the light on the sociocultural processes that define the Mexican-U.S. border and youth movements in Latin America and the United States. He is regarded as a preeminent scholar in both of these areas of study and has garnered wide esteem in Mexico and Latin America for his work in the cultural studies field. His contributions include germinal work in the study of strategic cultural processes, notably focusing on new social identities and sociocultural practices tied to drug trafficking. His research has also addressed themes related to culture and national identity, urban sociology and popular culture. José Manuel Valenzuela He has been a research professor in the Department of Cultural Studies of the College of the Northern Border at Tijuana, Mexico, since 1988.

Workshop

TOPIC

Many of us find pictures accessible and engaging: we can analyze, interpret them, they help us to understand and remember our experiences, but when we get to create or produce them we often feel stuck.
How can we make our own visuals powerful? We invite you to explore the territory of visual diaries.
What is a visual diary? It’s a way of thinking, way of exploring, developing your own drawings to express, explain ideas and tell stories.
Where to apply this technique in day to day life? It is not about being an artist, but to make and enjoy the feeling of giving your ideas shape and color on page.
A visual diary is an incredible practical way to turn what you have inside your head and connect it with what you observe in the world into something more tangible and shareable.
You don’t have to be a designer or an artist to use this technique in everyday life, you just have to come to Nora’s workshop and she will teach you how it works!

Bio

Nora is a researcher at the Department of Design Theory and Processes of the UAM Cuajimalpa, Mexico, where she teaches courses in the Bachelor and Master of Information and Communication Design [MADIC]. She is member of the Image, Technology, Culture and Art Research Group, of the Division in Communication and Design Sciences and collaborates in the Laboratory of Socio-territorial Analysis [LAST] of Social Sciences and Humanities of the UAM Cuajimalpa. Her research focuses on the visualization of spatio-temporal data, visual narratives and participatory design methods for knowledge management and innovation. Nora has an extensive experience in innovation and design consultancy for the private and the public sector in Mexico and abroad.
Portfolio