{"id":5499,"date":"2019-01-03T11:54:14","date_gmt":"2019-01-03T11:54:14","guid":{"rendered":"https:\/\/thealmondconnection.com\/strategy\/strategy-how\/"},"modified":"2021-02-09T10:19:31","modified_gmt":"2021-02-09T10:19:31","slug":"com","status":"publish","type":"page","link":"https:\/\/thealmondconnection.com\/ca\/estrategia\/marca\/com\/","title":{"rendered":"Strategy &#8211; Com"},"content":{"rendered":"<p>[vc_section el_id=&#8221;strategy-how-trends-history&#8221;][vc_row rt_row_background_width=&#8221;fullwidth&#8221; rt_row_content_width=&#8221;default&#8221; rt_row_style=&#8221;default-style&#8221; rt_row_height=&#8221;&#8221; rt_column_placement=&#8221;middle&#8221; rt_column_gaps=&#8221;&#8221; rt_row_shadows=&#8221;&#8221; id=&#8221;root-issue&#8221; rt_row_paddings=&#8221;true&#8221; rt_row_borders=&#8221;&#8221; rt_bg_effect=&#8221;classic&#8221; rt_transparent_bg=&#8221;false&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;cover&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221; rt_bg_layer=&#8221;&#8221; rt_bg_video_format=&#8221;self-hosted&#8221; rt_padding_top=&#8221;40&#8243; rt_padding_bottom=&#8221;30&#8243;][vc_column width=&#8221;1\/6&#8243; rt_col_paddings=&#8221;true&#8221; rt_wrp_col_paddings=&#8221;false&#8221; rt_column_shadow=&#8221;&#8221; rt_border_top=&#8221;&#8221; rt_border_bottom=&#8221;&#8221; rt_border_left=&#8221;&#8221; rt_border_right=&#8221;&#8221; rt_border_top_mobile=&#8221;&#8221; rt_border_bottom_mobile=&#8221;&#8221; rt_border_left_mobile=&#8221;&#8221; rt_border_right_mobile=&#8221;&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;auto auto&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221;][vc_single_image image=&#8221;4277&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1548426409623{margin-bottom: 25px !important;}&#8221; el_class=&#8221;hidden-xs hidden-sm&#8221;][vc_single_image image=&#8221;4277&#8243; img_size=&#8221;170&#215;170&#8243; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1548426435346{margin-bottom: 25px !important;}&#8221; el_class=&#8221;hidden-md hidden-lg&#8221;][\/vc_column][vc_column width=&#8221;5\/6&#8243; rt_col_paddings=&#8221;true&#8221; rt_wrp_col_paddings=&#8221;false&#8221; rt_column_shadow=&#8221;&#8221; rt_border_top=&#8221;&#8221; rt_border_bottom=&#8221;&#8221; rt_border_left=&#8221;&#8221; rt_border_right=&#8221;&#8221; rt_border_top_mobile=&#8221;&#8221; rt_border_bottom_mobile=&#8221;&#8221; rt_border_left_mobile=&#8221;&#8221; rt_border_right_mobile=&#8221;&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;auto auto&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221;][vc_column_text]<strong>Entendre les tend\u00e8ncies i l&#8217;entorn<\/strong><\/p>\n<p>Per <strong>dissenyar una estrat\u00e8gia<\/strong> de categoria i de marca \u00e9s fonamental comprendre primer les t<strong>end\u00e8ncies generals<\/strong>. Quines s\u00f3n les tend\u00e8ncies en <strong>l&#8217;\u00e0mbit pol\u00edtic, econ\u00f2mic, social, tecnol\u00f2gic, mediambiental o de la salut<\/strong>?[\/vc_column_text][\/vc_column][\/vc_row][vc_row rt_row_background_width=&#8221;fullwidth&#8221; rt_row_content_width=&#8221;default&#8221; rt_row_style=&#8221;default-style&#8221; rt_row_height=&#8221;&#8221; rt_column_placement=&#8221;middle&#8221; rt_column_gaps=&#8221;&#8221; rt_row_shadows=&#8221;&#8221; id=&#8221;inspiring-research&#8221; rt_row_paddings=&#8221;true&#8221; rt_row_borders=&#8221;top,bottom&#8221; rt_bg_effect=&#8221;classic&#8221; rt_transparent_bg=&#8221;false&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;cover&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221; rt_bg_layer=&#8221;&#8221; rt_bg_video_format=&#8221;self-hosted&#8221; rt_padding_top=&#8221;30&#8243; rt_padding_bottom=&#8221;30&#8243; rt_border_size=&#8221;3&#8243; rt_border_color=&#8221;#bbbdc0&#8243;][vc_column width=&#8221;1\/6&#8243; rt_col_paddings=&#8221;true&#8221; rt_wrp_col_paddings=&#8221;false&#8221; rt_column_shadow=&#8221;&#8221; rt_border_top=&#8221;&#8221; rt_border_bottom=&#8221;&#8221; rt_border_left=&#8221;&#8221; rt_border_right=&#8221;&#8221; rt_border_top_mobile=&#8221;&#8221; rt_border_bottom_mobile=&#8221;&#8221; rt_border_left_mobile=&#8221;&#8221; rt_border_right_mobile=&#8221;&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;auto auto&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221; offset=&#8221;vc_hidden-lg vc_hidden-md&#8221; rt_bg_color=&#8221;&#8221; rt_bg_overlay_color=&#8221;&#8221;][vc_single_image image=&#8221;4278&#8243; img_size=&#8221;170&#215;170&#8243; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1548426448893{margin-bottom: 25px !important;}&#8221;][\/vc_column][vc_column width=&#8221;5\/6&#8243; rt_col_paddings=&#8221;true&#8221; rt_wrp_col_paddings=&#8221;false&#8221; rt_column_shadow=&#8221;&#8221; rt_border_top=&#8221;&#8221; rt_border_bottom=&#8221;&#8221; rt_border_left=&#8221;&#8221; rt_border_right=&#8221;&#8221; rt_border_top_mobile=&#8221;&#8221; rt_border_bottom_mobile=&#8221;&#8221; rt_border_left_mobile=&#8221;&#8221; rt_border_right_mobile=&#8221;&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;auto auto&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221;][vc_column_text]<\/p>\n<p style=\"text-align: right;\"><strong>Definir un perfil clar del consumidor<\/strong><\/p>\n<p style=\"text-align: right;\"><strong>Qui \u00e9s el consumidor<\/strong> de la categoria en termes <strong>sociodemogr\u00e0fics i d&#8217;estil de vida<\/strong>? Com s\u00f3n els nostres <strong>consumidors actuals i futurs<\/strong>? \u00c9s a dir, qu\u00e8 esperen de la vida, quin tipus de mitjans de comunicaci\u00f3 prefereixen, a quins bars i restaurants van, qu\u00e8 els fa sentir-se realitzats en la vida, qu\u00e8 els empeny i motiva, qu\u00e8 els entristeix, quin estil de vida preferirien portar, etc.<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/6&#8243; rt_col_paddings=&#8221;true&#8221; rt_wrp_col_paddings=&#8221;false&#8221; rt_column_shadow=&#8221;&#8221; rt_border_top=&#8221;&#8221; rt_border_bottom=&#8221;&#8221; rt_border_left=&#8221;&#8221; rt_border_right=&#8221;&#8221; rt_border_top_mobile=&#8221;&#8221; rt_border_bottom_mobile=&#8221;&#8221; rt_border_left_mobile=&#8221;&#8221; rt_border_right_mobile=&#8221;&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;auto auto&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221; offset=&#8221;vc_hidden-sm vc_hidden-xs&#8221; rt_bg_color=&#8221;&#8221; rt_bg_overlay_color=&#8221;&#8221;][vc_single_image image=&#8221;4278&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1548185028436{margin-bottom: 25px !important;}&#8221;][\/vc_column][\/vc_row][vc_row rt_row_background_width=&#8221;fullwidth&#8221; rt_row_content_width=&#8221;default&#8221; rt_row_style=&#8221;default-style&#8221; rt_row_height=&#8221;&#8221; rt_column_placement=&#8221;middle&#8221; rt_column_gaps=&#8221;&#8221; rt_row_shadows=&#8221;&#8221; id=&#8221;growth-strategy&#8221; rt_row_paddings=&#8221;true&#8221; rt_row_borders=&#8221;bottom&#8221; rt_bg_effect=&#8221;classic&#8221; rt_transparent_bg=&#8221;false&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;cover&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221; rt_bg_layer=&#8221;&#8221; rt_bg_video_format=&#8221;self-hosted&#8221; rt_padding_top=&#8221;30&#8243; rt_padding_bottom=&#8221;30&#8243; rt_border_size=&#8221;3&#8243; rt_border_color=&#8221;#bbbdc0&#8243;][vc_column width=&#8221;1\/6&#8243; rt_col_paddings=&#8221;true&#8221; rt_wrp_col_paddings=&#8221;false&#8221; rt_column_shadow=&#8221;&#8221; rt_border_top=&#8221;&#8221; rt_border_bottom=&#8221;&#8221; rt_border_left=&#8221;&#8221; rt_border_right=&#8221;&#8221; rt_border_top_mobile=&#8221;&#8221; rt_border_bottom_mobile=&#8221;&#8221; rt_border_left_mobile=&#8221;&#8221; rt_border_right_mobile=&#8221;&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;auto auto&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221;][vc_single_image image=&#8221;4279&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1548426454243{margin-bottom: 25px !important;}&#8221; el_class=&#8221;hidden-xs hidden-sm&#8221;][vc_single_image image=&#8221;4279&#8243; img_size=&#8221;170&#215;170&#8243; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1548426470519{margin-bottom: 25px !important;}&#8221; el_class=&#8221;hidden-md hidden-lg&#8221;][\/vc_column][vc_column width=&#8221;5\/6&#8243; rt_col_paddings=&#8221;true&#8221; rt_wrp_col_paddings=&#8221;false&#8221; rt_column_shadow=&#8221;&#8221; rt_border_top=&#8221;&#8221; rt_border_bottom=&#8221;&#8221; rt_border_left=&#8221;&#8221; rt_border_right=&#8221;&#8221; rt_border_top_mobile=&#8221;&#8221; rt_border_bottom_mobile=&#8221;&#8221; rt_border_left_mobile=&#8221;&#8221; rt_border_right_mobile=&#8221;&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;auto auto&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221;][vc_column_text]<strong>Entendre la hist\u00f2ria de la marca<\/strong><\/p>\n<p>Entendre el teu passat per construir una marca coherent al llarg dels anys. Crear una visi\u00f3 general de la comunicaci\u00f3, la innovaci\u00f3, l&#8217;evoluci\u00f3 del benefici funcional i emocional, l&#8217;evoluci\u00f3 de la qualitat del producte, l&#8217;evoluci\u00f3 del preu, la promoci\u00f3 i l&#8217;embalatge. <strong>Sempre es tracta d&#8217;evoluci\u00f3, no de revoluci\u00f3!<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section][vc_section el_id=&#8221;strategy-how-brand-tree&#8221;][vc_row rt_row_background_width=&#8221;fullwidth&#8221; rt_row_content_width=&#8221;default&#8221; rt_row_style=&#8221;default-style&#8221; rt_row_height=&#8221;&#8221; rt_column_gaps=&#8221;&#8221; rt_row_shadows=&#8221;&#8221; rt_row_paddings=&#8221;true&#8221; rt_row_borders=&#8221;&#8221; rt_bg_effect=&#8221;classic&#8221; rt_transparent_bg=&#8221;false&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;cover&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221; rt_bg_layer=&#8221;&#8221; rt_bg_video_format=&#8221;self-hosted&#8221; 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rt_wrp_col_paddings=&#8221;false&#8221; rt_column_shadow=&#8221;&#8221; rt_border_top=&#8221;&#8221; rt_border_bottom=&#8221;&#8221; rt_border_left=&#8221;&#8221; rt_border_right=&#8221;&#8221; rt_border_top_mobile=&#8221;&#8221; rt_border_bottom_mobile=&#8221;&#8221; rt_border_left_mobile=&#8221;&#8221; rt_border_right_mobile=&#8221;&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;auto auto&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221;][vc_custom_heading text=&#8221;Brand History Strenghts&#8221; font_container=&#8221;tag:h4|text_align:right|color:%23cccccc&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;hidden-xs hidden-sm&#8221;][vc_custom_heading text=&#8221;Brand History Strenghts&#8221; font_container=&#8221;tag:h4|text_align:left|color:%23cccccc&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;hidden-lg hidden-md&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243; rt_col_paddings=&#8221;true&#8221; 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rt_row_content_width=&#8221;default&#8221; rt_row_style=&#8221;default-style&#8221; rt_row_height=&#8221;&#8221; rt_column_placement=&#8221;middle&#8221; rt_column_gaps=&#8221;&#8221; rt_row_shadows=&#8221;&#8221; id=&#8221;root-issue&#8221; rt_row_paddings=&#8221;true&#8221; rt_row_borders=&#8221;&#8221; rt_bg_effect=&#8221;classic&#8221; rt_transparent_bg=&#8221;false&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;cover&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221; rt_bg_layer=&#8221;&#8221; rt_bg_video_format=&#8221;self-hosted&#8221; rt_padding_top=&#8221;40&#8243; rt_padding_bottom=&#8221;30&#8243;][vc_column width=&#8221;1\/6&#8243; rt_col_paddings=&#8221;true&#8221; rt_wrp_col_paddings=&#8221;false&#8221; rt_column_shadow=&#8221;&#8221; rt_border_top=&#8221;&#8221; rt_border_bottom=&#8221;&#8221; rt_border_left=&#8221;&#8221; rt_border_right=&#8221;&#8221; rt_border_top_mobile=&#8221;&#8221; rt_border_bottom_mobile=&#8221;&#8221; 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rt_border_left_mobile=&#8221;&#8221; rt_border_right_mobile=&#8221;&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;auto auto&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221;][vc_column_text]<strong>Disseny de marca: producte i embalatge.<\/strong><\/p>\n<p><strong>Producte:<\/strong> per guanyar en el mercat, cal oferir un producte amb un excel\u00b7lent equilibri entre qualitat i preu.<\/p>\n<p><strong>Packaging:<\/strong> l\u2019embalatge \u00e9s clau en l\u2019experi\u00e8ncia de marca. Per al disseny i desenvolupament de maquetes d\u2019envasos, treballem en estreta col\u00b7laboraci\u00f3 amb Estudi Ferrer, una ag\u00e8ncia de disseny creatiu jove i internacional.[\/vc_column_text][\/vc_column][\/vc_row][vc_row rt_row_background_width=&#8221;fullwidth&#8221; rt_row_content_width=&#8221;default&#8221; rt_row_style=&#8221;default-style&#8221; rt_row_height=&#8221;&#8221; rt_column_placement=&#8221;middle&#8221; rt_column_gaps=&#8221;&#8221; rt_row_shadows=&#8221;&#8221; id=&#8221;inspiring-research&#8221; rt_row_paddings=&#8221;true&#8221; rt_row_borders=&#8221;top,bottom&#8221; rt_bg_effect=&#8221;classic&#8221; rt_transparent_bg=&#8221;false&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;cover&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221; rt_bg_layer=&#8221;&#8221; rt_bg_video_format=&#8221;self-hosted&#8221; rt_padding_top=&#8221;30&#8243; rt_padding_bottom=&#8221;60&#8243; rt_border_size=&#8221;3&#8243; rt_border_color=&#8221;#bbbdc0&#8243;][vc_column width=&#8221;1\/6&#8243; rt_col_paddings=&#8221;true&#8221; rt_wrp_col_paddings=&#8221;false&#8221; rt_column_shadow=&#8221;&#8221; rt_border_top=&#8221;&#8221; rt_border_bottom=&#8221;&#8221; rt_border_left=&#8221;&#8221; rt_border_right=&#8221;&#8221; rt_border_top_mobile=&#8221;&#8221; rt_border_bottom_mobile=&#8221;&#8221; rt_border_left_mobile=&#8221;&#8221; rt_border_right_mobile=&#8221;&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;auto auto&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221; offset=&#8221;vc_hidden-lg vc_hidden-md&#8221; rt_bg_color=&#8221;&#8221; rt_bg_overlay_color=&#8221;&#8221;][vc_single_image image=&#8221;4281&#8243; img_size=&#8221;170&#215;170&#8243; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1548426505842{margin-bottom: 25px !important;}&#8221;][\/vc_column][vc_column width=&#8221;5\/6&#8243; rt_col_paddings=&#8221;true&#8221; rt_wrp_col_paddings=&#8221;false&#8221; rt_column_shadow=&#8221;&#8221; rt_border_top=&#8221;&#8221; rt_border_bottom=&#8221;&#8221; rt_border_left=&#8221;&#8221; rt_border_right=&#8221;&#8221; rt_border_top_mobile=&#8221;&#8221; rt_border_bottom_mobile=&#8221;&#8221; rt_border_left_mobile=&#8221;&#8221; rt_border_right_mobile=&#8221;&#8221; rt_bg_image_repeat=&#8221;repeat&#8221; rt_bg_size=&#8221;auto auto&#8221; rt_bg_position=&#8221;right top&#8221; rt_bg_attachment=&#8221;scroll&#8221;][vc_column_text]<strong>Estrat\u00e8gia de preus:<\/strong> ajudem a fixar el preu correcte a trav\u00e9s de l&#8217;an\u00e0lisi estad\u00edstica.<\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: center;\"><b>Sobre aquesta base, desenvolupem una visi\u00f3 de marca sostenible a llarg termini.<\/b><\/h2>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/6&#8243; rt_col_paddings=&#8221;true&#8221; rt_wrp_col_paddings=&#8221;false&#8221; rt_column_shadow=&#8221;&#8221; rt_border_top=&#8221;&#8221; rt_border_bottom=&#8221;&#8221; rt_border_left=&#8221;&#8221; rt_border_right=&#8221;&#8221; rt_border_top_mobile=&#8221;&#8221; 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