{"id":8895,"date":"2022-05-25T09:28:41","date_gmt":"2022-05-25T09:28:41","guid":{"rendered":"https:\/\/mosaiking.com\/?p=8895"},"modified":"2022-05-25T09:31:08","modified_gmt":"2022-05-25T09:31:08","slug":"quina-es-lessencia-de-la-teva-marca","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/quina-es-lessencia-de-la-teva-marca\/","title":{"rendered":"QUINA \u00c9S L&#8217;ESS\u00c8NCIA DE LA TEVA MARCA?"},"content":{"rendered":"\n<p><strong>Per arribar al cor dels clients, \u00e9s necessari fer sacrificis. \u00c9s inevitable reduir l\u2019ess\u00e8ncia de la teva marca a un concepte senzill i simple: un atribut que cap competidor tingui.\u00a0<\/strong>\u00a0\u2013 Al Ries &#8211;<\/p>\n\n\n\n<p>L&#8217;ess\u00e8ncia designa aquell atribut que fa ser el que \u00e9s, i que posseeix per necessitat, ja que sense ell perd la seva identitat.<br>\u00a0<br>L\u2019ess\u00e8ncia d\u2019una marca \u00e9s all\u00f2 tan i tan profund que perdura en el temps, passi el que passi.<br>\u00c9s la part intangible (per\u00f2 sempre perceptible) m\u00e9s distintiva d\u2019una marca, all\u00f2 que la fa diferenciar de la resta i destacar per sobre de tot. Sovint,\u00a0<strong>l\u2019ess\u00e8ncia de marca o la\u00a0<em>brand essence<\/em>,<\/strong>\u00a0s\u2019acaba construint mitjan\u00e7ant l\u2019experi\u00e8ncia que t\u00e9 l\u2019usuari amb la marca.<\/p>\n\n\n\n<p><strong>Beneficis de definir l\u2019ess\u00e8ncia de marca:<\/strong>\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Refor\u00e7a el poder del posicionament estrat\u00e8gic de la marca durant el temps.<\/li><li>Focalitza el principal valor de la marca, d\u2019una forma atractiva.<\/li><li>Actua com a reveladora dels desitjos dels clients.<\/li><li>\u00c9s font d\u2019inspiraci\u00f3 per continuar reactivant la marca.<\/li><li>Facilita el creixement del negoci, a trav\u00e9s de la marca.<\/li><li>Quan es tracta d\u2019una marca personal, sovint l\u2019ess\u00e8ncia de la marca coincideix amb l\u2019ess\u00e8ncia de la persona.<\/li><\/ul>\n\n\n\n<p>Uns quants exemples, en l\u2019idioma original de la marca, per no distorsionar gens el missatge:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>BMW<\/strong>\u00a0=\u00a0<em>Driving Pleasure<\/em><\/li><li><strong>Walt Disney<\/strong>\u00a0=\u00a0<em>Magical<\/em><\/li><li><strong>Nike =\u00a0<\/strong><em>Authentic Athletic Performance<\/em><\/li><li><strong>Harley Davidson<\/strong>\u00a0=\u00a0<em>Freedom<\/em><\/li><li><strong>Bar\u00e7a<\/strong><em>\u00a0<\/em>= \u00a0M\u00e9s que un club<\/li><\/ul>\n\n\n\n<p>Quina \u00e9s la teva ess\u00e8ncia?<br>L\u2019apliques a la teva marca comercial o personal?\u00a0<\/p>\n\n\n\n<p>La meva ess\u00e8ncia es basa en la passi\u00f3 pel que faig, amb la m\u00e0xima honestedat. \u00a0<strong>Mosaiking, passi\u00f3 per la teva marca.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&#8217;ess\u00e8ncia designa aquell atribut que fa ser el que \u00e9s, i que posseeix per necessitat, ja que sense ell perd la seva identitat. Mosaiking.<\/p>\n","protected":false},"author":1,"featured_media":8897,"comment_status":"open","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":"0","ocean_second_sidebar":"0","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":"0","ocean_custom_header_template":"0","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":"0","ocean_menu_typo_font_family":"0","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":"0","_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":"off","ocean_gallery_id":[],"footnotes":""},"categories":[10,8,11],"tags":[],"class_list":["post-8895","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualitat","category-destacada","category-mosaiking-comunicacio","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>QUINA \u00c9S L&#039;ESS\u00c8NCIA DE LA TEVA MARCA? - Mosaiking<\/title>\n<meta name=\"description\" content=\"L&#039;ess\u00e8ncia designa aquell atribut que fa ser el que \u00e9s, i que posseeix per necessitat, ja que sense ell perd la seva identitat. 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