Co-creación de valor de marca, aprendizajes y soluciones colaborativas a través del diseño para emprendimientos de económia popular y campesina en el departamento del Tolima

Abstract

The project “Design Thinking as a Participatory Model in Brand Value Creation for Rural Economies in Tolima” seeks to address the competitiveness challenges faced by six local economies due to the lack of a strong brand visual identity and effective communication strategies. In Tolima, the limited development of brand identity in local products impacts their ability to compete in national and international markets. Design Thinking, as a user-centered innovation methodology, involves all stakeholders—from farmers to instructors and apprentices—in the process of creating and strengthening the visual identity of their products, promoting brand ownership and adding value. Through co-creation workshops and prototyping, visual elements and communication strategies are designed and validated to reflect the values and needs of each community, achieving a greater alignment between product and market, which improves competitiveness and sustainability.