{"id":7785,"date":"2018-05-03T08:54:12","date_gmt":"2018-05-03T08:54:12","guid":{"rendered":"http:\/\/www.mosaiking.com\/?p=1482"},"modified":"2018-05-03T08:54:12","modified_gmt":"2018-05-03T08:54:12","slug":"cosi-molt-creatiu-creativitat-al-poder","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/cosi-molt-creatiu-creativitat-al-poder\/","title":{"rendered":"Tinc un cos\u00ed que \u00e9s molt creatiu"},"content":{"rendered":"

A prop\u00f2sit del Dia Mundial del Disseny<\/a><\/span> (27 d’abril)<\/strong><\/h2>\n

Saps qu\u00e8? Ja estic a punt d\u2019obrir l’Escola de Dansa. Encara no tinc la marca ni el logo, per\u00f2 saps que em volen cobrar un dineral per fer-m\u2019ho? Em demanen una pasta! Total, per uns colorets i unes lletres… Tant se val, un disseny o un altre, una creativitat o una altra. La q\u00fcesti\u00f3 \u00e9s tenir alguna cosa que cridi l’atenci\u00f3. Crec que trucar\u00e9 al meu cos\u00ed, que \u00e9s molt creatiu…<\/em><\/span><\/p>\n

Aix\u00f2 ho vaig sentir dir fa uns mesos, en una cafeteria, a dues dones que prenien un caf\u00e8. I us prometo que \u00e9s real.\u00a0<\/span><\/p>\n

Em vaig girar (tamb\u00e9 \u00e9s real) i vaig fer 5 preguntes a la dona en q\u00fcesti\u00f3:<\/span><\/p>\n

    \n
  1. Saps la difer\u00e8ncia entre una marca i un logo?\u00a0<\/strong>Saps qu\u00e8 \u00e9s una marca i per qu\u00e8 t\u2019ha de servir?<\/strong><\/span><\/li>\n
  2. Ets conscient del valor de la creativitat?<\/strong><\/span><\/li>\n
  3. Qu\u00e8 entens tu per \u201cuns colorets, unes lletres i per cridar l’atenci\u00f3\u201d?<\/strong><\/span><\/li>\n
  4. De quanta pasta\u00a0<\/em>estem parlant?<\/strong><\/span><\/li>\n
  5. T\u2019imagines que per fer una coreografia per una\u00a0pel\u00b7l\u00edcula\u00a0truqu\u00e9s al teu cos\u00ed, aquest tan creatiu?<\/strong><\/span><\/li>\n<\/ol>\n

     <\/p>\n

    Per segons qui, ser publicitari i haver invertit anys a aprendre i adquirir coneixements i experi\u00e8ncia no t\u00e9 prou valor. I no \u00e9s prou l\u00edcit per cobrar uns honoraris. Als meus col\u00b7legues de professi\u00f3 aquesta conversa els pot resultar familiar. Sempre hi ha un cos\u00ed que aconsegueix fer un logo m\u00e9s barat igual que existeix aquell ve\u00ed que fa webs en 24 hores.<\/span><\/p>\n

    No ens enganyem. La creativitat cal treballar-la. No \u00e9s nom\u00e9s inspiraci\u00f3… \u00c9s molt poc gratificant quan un client et diu:<\/span><\/p>\n

    \u201cCom pots cobrar-me aix\u00f2 per una marca? El meu cos\u00ed em fa logos gratis. El convido a dinar i llestos\u201d. O l\u2019altra frase, que est\u00e0 tan de moda: \u201cSe\u2019m dispara massa el pressupost. No s\u2019ajusta a les nostres necessitats\u201d. Necessitats, per altra banda, que tu (client) m\u2019has transm\u00e8s abans. Si no vols invertir diners en la teva marca, per qu\u00e8 truques al publicitari? Si no em vull comprar res, no entro a Prada ni els dic que no tinc pressupost. No hi entro i llestos! <\/span><\/p>\n

    T\u2019imagines anar al dentista per curar una c\u00e0ries (on cal, segurament, fer una radiografia) i, quan et diu el cost, dir-li: \u201cUi, massa car, trucar\u00e9 al meu cos\u00ed\u2026\u201d O b\u00e9: \u201cUi, aix\u00f2 no s\u2019adapta a les meves necessitats\u2026\u201d.<\/span><\/p>\n

     <\/p>\n

    \"creativitat,<\/p>\n

    Per aclarir que el cos\u00ed no et far\u00e0 b\u00e9 la feina, intentar\u00e9 resumir en quatre punts en qu\u00e8 consisteix la feina del publicitari:<\/span><\/p>\n

      \n
    1. La formaci\u00f3 i l\u2019experi\u00e8ncia:<\/span>\u00a0<\/strong>el publicitari sovint t\u00e9 una formaci\u00f3 i uns anys d\u2019experi\u00e8ncia. Una idea \u2014que pot sorgir en 5 minuts, mentre camines, ets al llit mirant de dormir o est\u00e0s llegint un llibre\u2014\u00e9s fruit de molts anys de professi\u00f3 i d\u2019ofici. Hi pot haver una part innata. Hi ha gent m\u00e9s creativa que altra, per\u00f2 no ens enganyem, la gran majoria de les idees surten currant<\/em>. Fer publicitat no \u00e9s fer anar b\u00e9 el Power Point o el Photoshop! \u00c9s fer anar el coco!<\/span><\/li>\n
    2. La proposta i el pressupost:<\/span>\u00a0<\/strong>el publicitari, abans de posar-se a treballar, repassa el projecte. Les necessitats de la marca en q\u00fcesti\u00f3. Qu\u00e8 t\u00e9, qu\u00e8 no t\u00e9. Qu\u00e8 ha fet fins ara. Qu\u00e8 ha fet b\u00e9 i qu\u00e8 es pot millorar. Un cop fets l\u2019an\u00e0lisi i el diagn\u00f2stic, proposar\u00e0 solucions. Sovint, per lliurar un pressupost, cal fer una feina pr\u00e8via. Nosaltres no venem \u201cmarques a 1.000 \u20ac\u201d.<\/span><\/li>\n
    3. El proc\u00e9s de treball:<\/span>\u00a0<\/strong>un cop la proposta est\u00e0 clara, el publicitari es posar\u00e0 a treballar. A mirar qu\u00e8 fa (i qu\u00e8 no fa) la compet\u00e8ncia. A veure en qu\u00e8 \u00e9s millor. A comunicar qu\u00e8 fa b\u00e9 per al seu consumidor. Per qu\u00e8 el seu consumidor l\u2019ha de triar a ell i no al del costat. Quin \u00e9s el seu avantatge diferencial. Un bon logo o una bona campanya no \u00e9s\u00a0milloro el que fa la compet\u00e8ncia.<\/em><\/span><\/li>\n
    4. El resultat final: <\/strong><\/span>marques o campanyes amb uns valors i una personalitat pr\u00f2pia, que segurament perduraran en el temps. Una campanya not\u00f2ria i memorable. Una feina fruit de la dedicaci\u00f3, de l\u2019expertise<\/em>, de la passi\u00f3. M\u2019atreviria a dir \u201cde l\u2019amor\u00bb.<\/span> Aqu\u00ed alguns exemples de Mosaiking Comunicaci\u00f3 .<\/a><\/strong><\/span><\/li>\n<\/ol>\n

       <\/p>\n

      Si em permeteu una reflexi\u00f3 final, els publicitaris sovint estimem tant la nostra feina que som capa\u00e7os d\u2019estar connectats les 24 hores del dia, 7 dies a la setmana, 365 dies l\u2019any.<\/span><\/p>\n

      Una idea, que pot apar\u00e8ixer quan menys t\u2019ho penses, t\u00e9 molt valor i, \u00a0per tant, val diners. Ara b\u00e9, aix\u00f2 no \u00e9s incompatible amb tenir un cos\u00ed creatiu que sap fer de tot…<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

      A prop\u00f2sit del Dia Mundial del Disseny (27 d’abril) Saps qu\u00e8? Ja estic a punt d\u2019obrir l’Escola de Dansa. Encara no tinc la marca ni el logo, per\u00f2 saps que em volen cobrar un dineral per fer-m\u2019ho? Em demanen una pasta! Total, per uns colorets i unes lletres… Tant se val, un disseny o un […]<\/p>\n","protected":false},"author":1,"featured_media":7711,"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":[16,26,34,35,19,20,22],"class_list":["post-7785","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mosaiking-comunicacio","tag-branding","tag-creativitat","tag-dissey","tag-imatge","tag-marca","tag-mosaiking-comunicacio","tag-sarria","entry","has-media"],"yoast_head":"\ntinc-un-cosi-que-es-molt-creatiu-i-fa-de-tot-mosaiking-comunicaci\u00f3<\/title>\n<meta name=\"description\" content=\"Una marca o una campanya amb uns valors i una personalitat pr\u00f2pia, \u00e9s feina del publicitari, del creatiu. 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