{"id":7432,"date":"2021-10-07T10:40:13","date_gmt":"2021-10-07T09:40:13","guid":{"rendered":"https:\/\/www.mosaiking.com\/?p=7432"},"modified":"2021-10-07T10:40:13","modified_gmt":"2021-10-07T09:40:13","slug":"veure-la-llum","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/veure-la-llum\/","title":{"rendered":"VEURE LA LLUM"},"content":{"rendered":"<p><span style=\"font-family: arial, helvetica neue, helvetica, sans-serif;\">La<\/span>\u00a0Sol Jard\u00ed, enginyera industrial, era la propiet\u00e0ria i directora d\u2019una empresa d\u2019il\u00b7luminaci\u00f3 referent en solucions per a naus industrials. Era ja la tercera generaci\u00f3. L\u2019empresa es deia SOL, i el seu esl\u00f2gan era <em>Veiem la llum.<\/em><br \/>\nDes de sempre, la seva marca havia funcionat sola, com molts altres productes industrials, i no havia hagut de fer cap esfor\u00e7 en la seva imatge ni en la seva comunicaci\u00f3.<\/p>\n<p>Amb les noves tecnologies i normatives industrials, la compet\u00e8ncia s&#8217;havia tornat molt ferotge; havia arribat el moment d&#8217;anar a buscar clients nous i, fins i tot, d&#8217;intentar ocupar nous n\u00ednxols de mercat. Per poder fer-ho b\u00e9, era moment tamb\u00e9 de tenir la seva marca ben definida, amb una bona imatge corporativa. Tenia clar el seu posicionament, la seva proposta de valor, el seu missatge clau a comunicar, el seu benefici de producte. Tenia fins i tot un nom i un logo molt ben dissenyat, per\u00f2 no disposava de materials per anar a visitar nous clients i fer una bona campanya de captaci\u00f3.<\/p>\n<p>El cas de la Sol Jard\u00ed, \u00e9s del tot fictici, per\u00f2 moltes empreses industrials, ben segur que es poden veure\u00a0reflectides en aquest cas, ja que en el sector industrial\u00a0l\u2019aposta pel m\u00e0rqueting i la comunicaci\u00f3 ha estat, durant molt de temps, la gran assignatura pendent. Centrades en el desenvolupament tecnol\u00f2gic i en l\u2019activitat productiva, no fa massa, la imatge i la comunicaci\u00f3 no es considerava priorit\u00e0ria. Incl\u00fas m\u2019atreviria a dir que era del tot innecess\u00e0ria. Un cat\u00e0leg amb les refer\u00e8ncies, fet directament per la impremta era m\u00e9s que suficient per anar a veure un client i fer una venda.<\/p>\n<p>La globalitzaci\u00f3 del mercat, la transformaci\u00f3 digital i la ind\u00fastria 4.0, han portat a aquest sector, a competir en un entorn dif\u00edcil, on la diferenciaci\u00f3 i la capacitat d\u2019adaptaci\u00f3 al canvi han estat i s\u00f3n peces clau. Avui, per crear o ampliar \u00e0rees de negoci i tancar relacions comercials, <strong>\u00e9s important\u00edssim tenir la proposta de valor ben definida, per\u00f2 encara m\u00e9s important \u00e9s saber-la comunicar.<\/strong><\/p>\n<p>La <strong>marca<\/strong> ha passat a ser primordial dins els intangibles de la companyia i la comunicaci\u00f3 amb l\u2019entorn i, per tant, \u00a0la identitat corporativa, ja s\u00f3n habituals en els entorns B2B.<\/p>\n<p>La <strong>comunicaci\u00f3 industrial<\/strong> necessita estrat\u00e8gies enfocades a enfortir les empreses, visibilitzant sempre qui hi ha al darrere. Aconseguir \u00e8xit en les relacions comercials, s\u00ed per\u00f2 tamb\u00e9 crear i fer cr\u00e9ixer el prestigi de la marca, desenvolupar una comunicaci\u00f3 efectiva amb els clients, prove\u00efdors, empleats, inversors i institucions.<br \/>\nLa <strong>comunicaci\u00f3 industrial,<\/strong> ha de transcendir d\u2019all\u00f2 purament mercantil, per contribuir, a m\u00e9s a m\u00e9s, a la relaci\u00f3 de la companyia amb el seu entorn. Un ecosistema on hi tinguin tamb\u00e9 valor aspectes com la creaci\u00f3 de llocs de treball, impuls de l\u2019economia on es facin visibles tamb\u00e9 accions de \u00a0responsabilitat social corporativa.<\/p>\n<p>Casos ben fets tamb\u00e9 n&#8217;hi ha. De fet en posar\u00e9 un. El cas de Schneider El\u00e8ctric, en homenatge al meu pare (ACS), que durant m\u00e9s de 20 anys la va presidir i va ser un dels impulsors del m\u00e0rqueting industrial al nostre pa\u00eds. Les bases de la imatge de marca de Schneider Electric (aleshores, encara Groupe Schneider) \u00a0v\u00e9nen ja dels anys 90, quan es va comen\u00e7ar a invertir en imatge i comunicaci\u00f3 corporativa per convertir-se en un referent del mercat.<\/p>\n<p>I tu, hi creus en la comunicaci\u00f3 en el sector industrial?<\/p>\n<p><strong>Si necessites un cop de m\u00e0, no dubtis en escriure\u2019m a <a href=\"mailto:marta.royo@mosaiking.com\" target=\"_blank\" rel=\"noopener\" data-cke-saved-href=\"mailto:marta.royo@mosaiking.com\">marta.royo@mosaiking.com<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La\u00a0Sol Jard\u00ed, enginyera industrial, era la propiet\u00e0ria i directora d\u2019una empresa d\u2019il\u00b7luminaci\u00f3 referent en solucions per a naus industrials. Era ja la tercera generaci\u00f3. L\u2019empresa es deia SOL, i el seu esl\u00f2gan era Veiem la llum. Des de sempre, la seva marca havia funcionat sola, com molts altres productes industrials, i no havia hagut de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1575,"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":[1],"tags":[],"class_list":["post-7432","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-ca","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>VEURE LA LLUM - Mosaiking<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mosaiking.com\/es\/veure-la-llum\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"VEURE LA LLUM - Mosaiking\" \/>\n<meta property=\"og:description\" content=\"La\u00a0Sol Jard\u00ed, enginyera industrial, era la propiet\u00e0ria i directora d\u2019una empresa d\u2019il\u00b7luminaci\u00f3 referent en solucions per a naus industrials. 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