{"id":186,"date":"2018-11-08T15:07:55","date_gmt":"2018-11-08T17:07:55","guid":{"rendered":"http:\/\/www.ozone.com.br\/blog\/?p=186"},"modified":"2018-11-08T15:07:55","modified_gmt":"2018-11-08T17:07:55","slug":"o-segredo-das-grandes-marcas-para-dominar-o-mercado","status":"publish","type":"post","link":"https:\/\/www.ozone.com.br\/blog\/o-segredo-das-grandes-marcas-para-dominar-o-mercado\/","title":{"rendered":"O segredo das grandes marcas para dominar o mercado"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">O qu\u00ea voc\u00ea acha que a Google faria se comprasse a sua empresa? De que forma ela mudaria a gest\u00e3o? No processo de inova\u00e7\u00e3o? Na comunica\u00e7\u00e3o? Pense bem e reflita.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Agora imagine que voc\u00ea comprou a Google. O qu\u00ea voc\u00ea faria de diferente na gest\u00e3o, comunica\u00e7\u00e3o e no processo de inova\u00e7\u00e3o?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">O prop\u00f3sito do pequeno exerc\u00edcio que apresentei acima \u00e9 para mostrar os tr\u00eas aspectos mais importantes para a sua empresa, que muitas vezes s\u00e3o ignorados pela maioria do mercado, mas pelas grandes marcas \u00e9 o segredo do sucesso.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Esses aspectos s\u00e3o representados em tr\u00eas perguntas que voc\u00ea deve fazer para a sua empresa. Quem voc\u00ea diz que \u00e9? Quem as pessoas acham que voc\u00ea \u00e9? E quem voc\u00ea realmente \u00e9.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Estudos realizados com alunos de marketing e administra\u00e7\u00e3o constam que 80% dos CEOs entendem que os atributos e comunica\u00e7\u00f5es das empresas est\u00e3o sendo internalizados pelos consumidores. Por\u00e9m ao verificarem com os consumidores, apenas 8% concordaram com qual era a mensagem que os CEOs comunicavam. Demonstrando, assim, que existe uma grande diferen\u00e7a entre o que a empresa comunica e o que \u00e9 entendido pelo p\u00fablico.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Por tanto mesmo se voc\u00ea souber quem a sua empresa \u00e9 o que ela diz ser, voc\u00ea precisa entender, tamb\u00e9m, o que \u00e9 entendido pelos seus consumidores. Uma forma de deixar claro quem a sua empresa \u00e9, \u00e9 criando ou identificando qual o prop\u00f3sito dela. Uma forma de fazer isso \u00e9 atrav\u00e9s do Golden Circle, j\u00e1 explorado em outro post. Assim que descobrir o prop\u00f3sito da sua empresa, tudo que ela fizer dever\u00e1 ser feita com o prop\u00f3sito em mente.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Exemplos:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Apple = Desafiar o status quo = Tudo que fazem \u00e9 para mudar a forma como o consumidor se comporta com X produto.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Nike = Atitude = Tudo que fazem tem que inspirar X atitude em seus consumidores.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Disney = Oferecer sonhos = Tudo que fazem deve ser feito para que o consumidor possa sonhar mais.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Como pode ver, prop\u00f3sito deve ser simples, curto e acima de tudo VERDADEIRO. 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qu\u00ea voc\u00ea acha que a Google faria se comprasse a sua empresa? De que forma ela mudaria a gest\u00e3o? No processo de inova\u00e7\u00e3o? Na comunica\u00e7\u00e3o? Pense bem e reflita. &nbsp; Agora imagine que voc\u00ea comprou a Google. O qu\u00ea voc\u00ea faria de diferente na gest\u00e3o, comunica\u00e7\u00e3o e no processo de inova\u00e7\u00e3o? &nbsp; O prop\u00f3sito [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":187,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_joinchat":[]},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.ozone.com.br\/blog\/wp-json\/wp\/v2\/posts\/186"}],"collection":[{"href":"https:\/\/www.ozone.com.br\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ozone.com.br\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ozone.com.br\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ozone.com.br\/blog\/wp-json\/wp\/v2\/comments?post=186"}],"version-history":[{"count":1,"href":"https:\/\/www.ozone.com.br\/blog\/wp-json\/wp\/v2\/posts\/186\/revisions"}],"predecessor-version":[{"id":188,"href":"https:\/\/www.ozone.com.br\/blog\/wp-json\/wp\/v2\/posts\/186\/revisions\/188"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ozone.com.br\/blog\/wp-json\/wp\/v2\/media\/187"}],"wp:attachment":[{"href":"https:\/\/www.ozone.com.br\/blog\/wp-json\/wp\/v2\/media?parent=186"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ozone.com.br\/blog\/wp-json\/wp\/v2\/categories?post=186"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ozone.com.br\/blog\/wp-json\/wp\/v2\/tags?post=186"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}