{"id":8984,"date":"2023-07-04T07:47:23","date_gmt":"2023-07-04T07:47:23","guid":{"rendered":"https:\/\/mosaiking.com\/?p=8984"},"modified":"2023-07-04T07:47:25","modified_gmt":"2023-07-04T07:47:25","slug":"overpromise-traspassant-la-promesa","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/overpromise-traspassant-la-promesa\/","title":{"rendered":"OVERPROMISE: TRASPASSANT LA PROMESA"},"content":{"rendered":"\n<p>\u00abSi no queda satisfet, li tornem els diners\u00bb. Fa d\u00e8cades que&nbsp;El Corte Ingl\u00e9s&nbsp;va treure aquesta frase com a promesa de marca. I gr\u00e0cies no a la seva promesa, sin\u00f3 al seu comprom\u00eds, tothom identifica aquests grans magatzems com pioners en serietat i transpar\u00e8ncia. El que diuen, ho compleixen. Precisament aquest comprom\u00eds fa que avui, tot i que el mercat ha canviat molt i s\u2019ha diversificat encara m\u00e9s, tingui&nbsp;una clientela fidel. Fins i tot una part de les noves generacions trien aquests grans magatzems per la seva promesa: si no t\u2019agrada, si no l\u2019encertes amb un regal o t\u2019ho repenses, no passa res: et tornem els diners. Sense explicacions ni matisos. Sense trampes. De deb\u00f2.<\/p>\n\n\n\n<p>Fairy, el rentaplats que any rere any enfronta dos pobles o dues taules per demostrar que la seva f\u00f3rmula concentrada \u00e9s millor que la de qualsevol producte de la compet\u00e8ncia, \u00e9s un altre exemple. Cap altra marca ha pogut demostrar el contrari. Promesa complerta. Sense matisos. Sense trampes. De deb\u00f2.<\/p>\n\n\n\n<p>Per\u00f2, qu\u00e8 passa quan una marca no compleix les seves promeses? Aqu\u00ed ens trobem amb dos fen\u00f2mens: d\u2019una banda, marques que, tot i que no compleixin l\u2019\u2018overpromise\u2019, s\u00f3n \u00abperdonades\u00bb pels consumidors perqu\u00e8 \u00abja se sap, en&nbsp;la comunicaci\u00f3 i la publicitat, el llenguatge \u00e9s de seducci\u00f3, no \u00e9s 100% cert\u00bb. En s\u00f3n un bon exemple els&nbsp;detergents&nbsp;(mitjons molt i molt bruts que recuperen el color blanc, taques impossibles que es desfan amb el producte meravell\u00f3s, etc.), les&nbsp;col\u00f2nies&nbsp;o alguns productes destinats als m\u00e9s petits.<\/p>\n\n\n\n<p><strong>Sentir-se enganyats<\/strong><\/p>\n\n\n\n<p>D\u2019altra banda tenim els consumidors que no perdonen sentir-se enganyats per les marques: dipositar la seva confian\u00e7a en un producte o servei \u00e9s tot un exercici de pensament racional i emocional, \u00e9s donar una oportunitat a alg\u00fa desconegut. I, si ens falla, no ho perdonem. Nosaltres, a casa nostra, a Can Mosaiking, aix\u00ed ho entenem, les marques s\u2019han de construir a partir de realitats del producte o servei. Han de ser honestes i responsables. A la nostra ag\u00e8ncia, quan una marca ens truca a la porta, sigui gran o petita (en publicitat, la mida no importa), el primer que volem saber \u00e9s qu\u00e8 vol i qu\u00e8 pot prometre als seus clients. Si aix\u00f2 no \u00e9s real o no existeix, no juguem. Les marques, com les persones, han de parlar amb sinceritat, sense enganys, ni mentides, ni falses promeses.&nbsp;<\/p>\n\n\n\n<p>Sembla senzill, oi? Doncs sovint no ho \u00e9s tant. A principis de mar\u00e7, la Comissi\u00f3 Europea va presentar un projecte per&nbsp;frenar les etiquetes sostenibles i ecol\u00f2giques de moltes empreses. A partir d\u2019ara nom\u00e9s es poden comunicar amb aquests distintius les marques que se sotmetin a una certificaci\u00f3 independent. Aquesta normativa \u00e9s el resultat del \u2018greenwashing\u2019 (rentat verd), una pr\u00e0ctica cada vegada m\u00e9s estesa en moltes marques. El \u2018greenwashing\u2019 consisteix que les empreses, aprofitant-se de la preocupaci\u00f3 per l\u2019emerg\u00e8ncia clim\u00e0tica, incloguin missatges ecol\u00f2gics als productes o en la publicitat sense tenir cap fonament o de manera enganyosa.<\/p>\n\n\n\n<p>Ja tocava picar la cresta a les marques, per\u00f2&#8230; \u00bfI als&nbsp;bancs, als&nbsp;pol\u00edtics, a les&nbsp;companyies telef\u00f2niques, a&nbsp;l\u2019Administraci\u00f3, als&nbsp;serveis p\u00fablics? \u00bfQui els pica la cresta quan no compleixen les seves promeses, els seus programes, les condicions ofertes, l\u2019atenci\u00f3 a l\u2019usuari? Callem i acceptem. O potser \u00e9s que, molt subtilment, fan l\u2019estrat\u00e8gia de les grans marques com Nike (\u2018Just Do It\u2019) i McDonalds (\u2018I\u2019m lovin it\u2019)&#8230;<\/p>\n\n\n\n<p>El compliment de la promesa dep\u00e8n de tu, perqu\u00e8 darrere d\u2019una marca sempre hi ha una persona. Aix\u00ed ho entenem a la nostra ag\u00e8ncia.<\/p>\n\n\n\n<p><a href=\"http:\/\/(https:\/\/www.elperiodico.cat\/ca\/opinio\/20230702\/overpromise-traspassant-promesa-89285505)\">Article publicat a El Peri\u00f3dico de dilluns 3 de Juliol <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00abSi no queda satisfet, li tornem els diners\u00bb. Fa d\u00e8cades que&nbsp;El Corte Ingl\u00e9s&nbsp;va treure aquesta frase com a promesa de marca. I gr\u00e0cies no a la seva promesa, sin\u00f3 al seu comprom\u00eds, tothom identifica aquests grans magatzems com pioners en serietat i transpar\u00e8ncia. El que diuen, ho compleixen. Precisament aquest comprom\u00eds fa que avui, tot [&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":"off","ocean_gallery_id":[8985],"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8984","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>OVERPROMISE: TRASPASSANT LA PROMESA - 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\/overpromise-traspassant-la-promesa\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"OVERPROMISE: TRASPASSANT LA PROMESA - Mosaiking\" \/>\n<meta property=\"og:description\" content=\"\u00abSi no queda satisfet, li tornem els diners\u00bb. 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