{"id":2314,"date":"2019-04-03T07:49:23","date_gmt":"2019-04-03T07:49:23","guid":{"rendered":"https:\/\/www.mosaiking.com\/?p=2314"},"modified":"2019-04-03T07:49:23","modified_gmt":"2019-04-03T07:49:23","slug":"chispas","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/chispas\/","title":{"rendered":"Chispas"},"content":{"rendered":"

Tu primer viaje, tus primeros aplausos.<\/i><\/p>\n

\u00a0<\/i>Tu primer trabajo, qu\u00e9 duro es.<\/i><\/p>\n

\u00a0<\/i>Tu primera amiga, tu primera canci\u00f3n.<\/i><\/p>\n

\u00a0<\/i>Tu primera colonia, Chispas, de Dana.<\/i><\/p>\n

Chispas\u00a0<\/i>va ser la \u201cseva\u201d primera col\u00f2nia. La del nen que m\u2019agradava. Ten\u00edem 12 anyets. La can\u00e7\u00f3 em fascinava i, quan la cantava, l\u2019afegit\u00f3 Dana\u00a0<\/i>no me l\u2019estalviava, perqu\u00e8 era el puntet que rematava la can\u00e7\u00f3. M\u2019emocionava. Feia la marca memorable, li donava valor, diferenciaci\u00f3, notorietat.\u00a0<\/b>\u00cdtems que sempre repeteixo i que, evidentment, aleshores desconeixia.<\/p>\n

Dana ja va ser innovadora l\u2019any 1932. Es va crear a Barcelona llan\u00e7ant un perfum que portava per nom \u201cTab\u00fa\u201d i per esl\u00f2gan \u201cEl perfume delicioso que nunca llega a evaporarse\u201d.<\/p>\n

Hi va haver un intent de reedici\u00f3 de Chispas l\u2019any 2016, per\u00f2 es va deixar de fer. Els nens i les nenes que volen deixar d\u2019usar les col\u00f2nies infantils ja sabem qu\u00e8 fan ara: agafar les col\u00f2nies dels pares i… banyar-s\u2019hi!<\/i><\/p>\n

M\u2019agradaria tornar a flairar l\u2019aroma de Chispas i que els meus fills se la poguessin posar. Tot i que tinc els meus dubtes que la volguessin, ja sabem que arriba un dia que es neguen a tot all\u00f2 que va ser nostre. Aquest, per\u00f2, \u00e9s un negociat\u00a0<\/i>que no em correspon.<\/p>\n

El que s\u00ed que em correspon, o, si m\u00e9s no, em ve de gust, \u00e9s parlar d\u2019un anunci que aquests dies ens trobem fins a la sopa! Agua de Colonia Concentrada \u00c1lvarez G\u00f3mez. Una col\u00f2nia groga amb olor de c\u00edtric. Fa m\u00e9s de 100 anys que s\u00f3n al mercat, tot i que l\u2019any 2013 van tancar la seva \u00faltima botiga al barri de Salamanca, a Madrid, on van arribar a tenir-ne m\u00e9s de deu.<\/p>\n

No sabia que existia, encara que sigui una de les frag\u00e0ncies m\u00e9s antigues que potser van usar els meus avis, que tamb\u00e9 es banyaven amb col\u00f2nia, possiblement perqu\u00e8 t\u00e9 menys concentraci\u00f3 de perfum. La marca est\u00e0 potenciant nous mercats (fora de Madrid), la qual cosa fa que en parlem. En castell\u00e0 i a la televisi\u00f3 p\u00fablica catalana. Aconseguit! Potser han vist sortida a casa nostra entre tanta aroma de c\u00edtric on el groc \u00e9s tan present…<\/p>\n

No us sabria dir si la compraria; l\u2019anunci no m\u2019atrau gens, el trobo molt b\u00e0sic i antic. Parlen nom\u00e9s de producte. Que \u00e9s i per a qu\u00e8 serveix. Perfum i aroma. No m\u2019emociona en absolut. La col\u00f2nia fa olor, s\u00ed, igual que l\u2019aigua fa passar la set. Per\u00f2 aix\u00f2 \u00e9s el producte.\u00a0La marca ha d\u2019anar molt m\u00e9s enll\u00e0 que el producte. La marca et converteix en especial, et fa diferent. T\u2019ha de fer viure (o reviure) experi\u00e8ncies. T\u2019ha de fer fa sentir coses. T\u2019ha d\u2019emocionar<\/b>. I una col\u00f2nia, encara m\u00e9s. De moment, aquesta, si me\u2019n fa sentir alguna, \u00e9s fredor i avorriment. Aix\u00f2 s\u00ed, el seu web est\u00e0 for\u00e7a endre\u00e7at (sembla un supermercat digital) i la marca t\u00e9 pres\u00e8ncia a xarxes socials, encara que a Facebook i Instagram potser els faltaria una mica de brand content\u00a0<\/i>amb un bon storytelling<\/i>. \u00c9s a dir, un bon relat propi per a la marca. Quelcom que te la faci atractiva i emocionant. Tota marca ha de tenir el seu relat.<\/b><\/p>\n

Em quedo amb Chispas. Aquesta marca s\u00ed que m\u2019emocionava.<\/p>\n

I tu? Com comuniques la teva marca? Quina \u00e9s l\u2019aroma que despr\u00e8n? Tens un bon relat per fer emocionar el teu consumidor? <\/b><\/p>\n

* <\/i><\/b>Aprofito per recomanar-vos <\/i>Aroma de marca<\/span><\/i><\/a><\/span><\/strong>.<\/strong>\u00a0 El meu primer llibre on parlo de les claus de com crear una marca i difondre-la a trav\u00e9s de 15 casos pr\u00e0ctics i divertits<\/i>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Tu primer viaje, tus primeros aplausos. \u00a0Tu primer trabajo, qu\u00e9 duro es. \u00a0Tu primera amiga, tu primera canci\u00f3n. \u00a0Tu primera colonia, Chispas, de Dana. Chispas\u00a0va ser la \u201cseva\u201d primera col\u00f2nia. La del nen que m\u2019agradava. Ten\u00edem 12 anyets. La can\u00e7\u00f3 em fascinava i, quan la cantava, l\u2019afegit\u00f3 Dana\u00a0no me l\u2019estalviava, perqu\u00e8 era el puntet que […]<\/p>\n","protected":false},"author":1,"featured_media":2324,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","_joinchat":[],"ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[11],"tags":[67,38,68,17,21,22],"class_list":["post-2314","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mosaiking-comunicacio","tag-agencia-de-publicitat","tag-aroma-de-marca","tag-barelona","tag-comunicacio","tag-publicitat","tag-sarria","entry","has-media"],"yoast_head":"\nAroma de marca. 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