{"id":8964,"date":"2023-04-24T10:44:45","date_gmt":"2023-04-24T10:44:45","guid":{"rendered":"https:\/\/mosaiking.com\/?p=8964"},"modified":"2023-06-06T08:56:14","modified_gmt":"2023-06-06T08:56:14","slug":"air-la-historia-duna-marca","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/air-la-historia-duna-marca\/","title":{"rendered":"Air, la hist\u00f2ria d&#8217;una marca"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"300\" height=\"168\" src=\"https:\/\/mosaiking.com\/wp-content\/uploads\/2023\/04\/download-2.png\" alt=\"\" class=\"wp-image-8967\"\/><\/figure>\n\n\n\n<p>Al cap dels anys, hi ha hagut for\u00e7a relacions exitoses entre el m\u00f3n esportiu i el comercial. <strong>Ara b\u00e9, si n&#8217;hagu\u00e9ssim de destacar una, seria la uni\u00f3 entre Michael Jordan i Nike. No n&#8217;hi ha hagut cap altra d&#8217;igual fins ara amb aquest impacte medi\u00e0tic.<\/strong><br>Aquests dies els amants tant del m\u00e0rqueting com del B\u00e0squet estem de sort, perqu\u00e8 tenim una pel\u00b7l\u00edcula,&nbsp;Air, que ens explica els or\u00edgens de la marca. Descriu com Nike i Michael Jordan van canviar les regles del m\u00e0rqueting esportiu, establint unes noves bases del patrocini de jugadors i, de passada, van arrasar amb la compet\u00e8ncia (Adidas i&nbsp;Converse) creant una uni\u00f3 indissociable de la marca amb l&#8217;\u00e8xit.<br><br>Air, la pel\u00b7l\u00edcula, \u00e9s la hist\u00f2ria d&#8217;una marca. Com Nike aconsegueix entrar al mercat de les sabatilles de B\u00e0squet gr\u00e0cies a una magistral estrat\u00e8gia de m\u00e0rqueting i, sobretot, de comunicaci\u00f3, basada en l&#8217;empatia. Amb entendre el client, en aquest cas el prescriptor principal i les seves necessitats.<br><br><strong>Als mitjans es parla del fet que&nbsp;Air&nbsp;\u00e9s la hist\u00f2ria d&#8217;un logo, per\u00f2 no \u00e9s la hist\u00f2ria nom\u00e9s d&#8217;un logo. \u00c9s la hist\u00f2ria d&#8217;una marca. <\/strong>Una marca amb un logo magistral, s\u00ed, per\u00f2 amb un nom, amb una estrat\u00e8gia de comunicaci\u00f3, amb uns valors, amb un disseny de producte, amb uns beneficis, amb una ra\u00f3 de ser&#8230; per tant, una marca amb tots els ets i uts.<br><br>El director Ben&nbsp;Afleck&nbsp;revela la incre\u00efble associaci\u00f3 entre el jove i gens conegut Michael Jordan (encara no havia jugat cap partit professional quan&nbsp;Sonny&nbsp;Vaccaro&nbsp;de Nike el va descobrir i desitjar), i la incipient divisi\u00f3 de B\u00e0squet de Nike que va revolucionar el m\u00f3n de l&#8217;esport i de la cultura en general amb la nova marca&nbsp;Air&nbsp;Jordan.<br>Tamb\u00e9 parla d&#8217;una forma de treballar atrevida, amb un equip professional molt poc convencional que s&#8217;ho va jugar tot per crear una l\u00ednia de sabatilles esportives inspirades en el jugador que en aquell moment estava a punt de firmar un contracte milionari amb Adidas o&nbsp;Converse&nbsp;&#8211; l\u00edders del mercat de sabatilles esportives en aquell temps, any 1984.<br><br>Aquesta trepidant aventura al voltant de la postura intransigent de la mare de Jordan que creu en el seu fill. Ella t\u00e9 molt clar que el seu talent pot canviar el m\u00f3n en molts sentits. Una mare que tamb\u00e9 s&#8217;ho juga tot i, que gr\u00e0cies a Nike, el converteix en un referent en el m\u00f3n de les vambes. L&#8217;afaire&nbsp;Air&nbsp;amb Nike i Michael Jordan es pot dir que fou l&#8217;inici del m\u00e0rqueting esportiu.<br><br>A partir de 1985 Nike comen\u00e7a a obtenir rendiment del seu acord amb Jordan gr\u00e0cies al primer model&nbsp;AIR&nbsp;JORDAN 1; sabatilles que eren negres i vermelles prohibides i retirades per l&#8217;NBA, perqu\u00e8 obligava a jugar amb sabatilles un 51% blanques&#8230;<br><br>\u00c9s en aquest moment quan la comunicaci\u00f3 juga un paper crucial. L&#8217;ag\u00e8ncia de publicitat&nbsp;Wieden+Kennedy (responsables tamb\u00e9 de l&#8217;esl\u00f2gan de Nike Just do&nbsp;it) converteix en una oportunitat un problema per la marca. Fa que el que \u00e9s prohibit sigui desitjable amb aquest concepte:<strong> \u00abEl 15 de setembre NIKE va crear una nova sabatilla revolucion\u00e0ria; el 18 d&#8217;octubre l&#8217;NBA les prohibeix en els seus partits. Per sort, l&#8217;NBA no pot impedir que tu les portis\u00bb<\/strong>. Magistral. Les&nbsp;Air&nbsp;Jordan es van trencar estocs.<br><br>Jordan, la llegenda de l&#8217;NBA es va retirar definitivament el 2003, per\u00f2 la seva marca&nbsp;Air, juntament amb Nike, <strong>continuen essent una de les marques m\u00e9s rendibles del m\u00f3n esportiu. I del m\u00f3n en general.<\/strong><br><br>Un cas d&#8217;\u00e8xit on una marca i un personatge fam\u00f3s i molt influent es beneficien l&#8217;un de l&#8217;altre.&nbsp;AIR&nbsp;sense Jordan no hauria arribat a tocar el cel. Jo&nbsp;em&nbsp;(i&nbsp;us) pregunto: Jordan sense Nike hauria arribat a ser qui \u00e9s? Mai no ho podrem saber&#8230;<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n","protected":false},"excerpt":{"rendered":"<p>Al cap dels anys, hi ha hagut for\u00e7a relacions exitoses entre el m\u00f3n esportiu i el comercial. Ara b\u00e9, si n&#8217;hagu\u00e9ssim de destacar una, seria la uni\u00f3 entre Michael Jordan i Nike. No n&#8217;hi ha hagut cap altra d&#8217;igual fins ara amb aquest impacte medi\u00e0tic.Aquests dies els amants tant del m\u00e0rqueting com del B\u00e0squet estem [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"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":"on","ocean_gallery_id":[8967],"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8964","post","type-post","status-publish","format-standard","hentry","category-uncategorized-ca","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Air, la hist\u00f2ria d&#039;una marca - Mosaiking<\/title>\n<meta name=\"description\" content=\"Com es va crear una marca llegend\u00e0ria, de la m\u00e0 de Nike i de Michael Jordan. 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