Read the English and Spanish transcripts of this episode on the podcast website.

In today’s media landscape, especially in Latin America, the way companies communicate has evolved. Traditional approaches, where a company’s brand takes center stage, are being joined by a new strategy: unbranded communication. This method enables organizations to share important messages and drive public opinion without a brand at the forefront.

In this first Spanish-language episode of PRGN Presents, Loreley Maldonado, founder of Eje Comunicación in Mexico, talks with journalist Valentina Giacaman, founder of RumboCierto Comunicaciones in Chile about unbranded communication.

At its core, unbranded communication is a strategic form of messaging that doesn’t overtly promote a specific brand. It’s commonly used in highly regulated industries like pharmaceuticals, energy, and food and beverages, where regulations prevent companies from directly advertising certain products or services. Instead, the focus shifts to promoting issues, policies, or public interest topics without overt commercial branding.

Unbranded communication isn’t new, but its impact is growing. It is powerful because it allows companies to bring topics to the forefront of public opinion without needing to place a brand behind them. It’s an approach that lets businesses connect with audiences on critical issues in a more neutral, informative way.

Key Takeaways

• Unbranded communication focuses on placing topics of interest in the public sphere without direct brand association.
• It is often used in regulated industries, such as pharmaceuticals, to advocate public health messages over direct product promotion.
• Media practices in Latin America have evolved, with decreased newsroom resources and changing marketing policies now requiring new forms of corporate communication.
• Unbranded communication should maintain high ethical standards, relying on factual information and expert collaboration to avoid misinformation.
• Unbranded communication requires thorough research and can take months to execute effectively; it is particularly aimed at long-term advocacy goals.

About the Guests

Valentina Giacaman is the founder of RumboCierto Comunicaciones in Santiago, Chile. RumboCierto is a communications firm with a strong local presence and significant global relationships, serving prestigious corporations, public institutions, foundations, and executives. Valentina holds a degree in Social Communication and Journalism as well as an MBA. Her career includes notable experience as a journalist at El Mercurio and as an executive in various companies. She is deeply passionate about entrepreneurship and innovation. Her current consultancy work focuses on reputation management, crisis communication, corporate positioning, and supporting the establishment of international companies in Chile. She also specializes in executive and corporate relations, as well as lobbying. Over the past 15 years, she has successfully advised more than 100 companies.

Loreley Maldonado is founder and CEO of Eje Comunicación in Mexico City. She has more than 25 years’ experience in the fields of strategic communications, public relations, public affairs and crisis management. Loreley has been...