{"id":4011,"date":"2021-10-12T12:47:19","date_gmt":"2021-10-12T12:47:19","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=4011"},"modified":"2021-10-14T10:40:12","modified_gmt":"2021-10-14T10:40:12","slug":"passo-6-defina-a-sua-ideia-central","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/passo-6-defina-a-sua-ideia-central\/","title":{"rendered":"Passo 6. Defina a sua ideia central"},"content":{"rendered":"\n

A sua Ideia Central deve ser simples e silenciosa, n\u00e3o \u00e9 um slogan. Deve vir da ess\u00eancia, do prop\u00f3sito do seu territ\u00f3rio.<\/strong><\/h3>\n\n\n\n
\"\"
Nesta imagem podemos ver o processo de defini\u00e7\u00e3o da Ideia Central da Marca Madeira pela Bloom Consulting.<\/figcaption><\/figure>\n\n\n\n

A sua marca deve ser tratada como um canal atrav\u00e9s do qual a identidade do territ\u00f3rio \u00e9 transportada e distribu\u00edda. Deixe clara a identidade e elimine os conceitos err\u00f3neos sobre o territ\u00f3rio e a sua popula\u00e7\u00e3o.<\/p>\n\n\n\n

A Marca de uma cidade ou territ\u00f3rio deve mostrar o que o torna \u00fanico e relevante para seus p\u00fablicos-alvo, identificados no passo quatro. Para tal, precisar\u00e1 definir a sua Ideia Central, o ponto base e motivador de todos os projetos da marca territorial.<\/p>\n\n\n\n

A Ideia Central \u00e9 a emo\u00e7\u00e3o, o sentimento que quer que o seu p\u00fablico sinta sempre que ouve o nome do seu territ\u00f3rio. A Ideia Central \u00e9 algo que \u00e9 sentido sem ter de ser dito, que reflete mais as coisas que fazemos do que as coisas que dizemos.<\/p>\n\n\n\n

Vendo dois exemplos de como uma Ideia Central pode ser representativa de um territ\u00f3rio: A ideia central de Estocolmo \u00e9 muito diferente da da Madeira, por exemplo, que se identifica abertamente como o sentimento de perten\u00e7a. No entanto, ambos os territ\u00f3rios trabalham rumo \u00e0 consist\u00eancia, repeti\u00e7\u00e3o e coer\u00eancia com (quase) tudo o que fazem.<\/p>\n\n\n\n

A Ideia Central \u00e9 a perce\u00e7\u00e3o que as Marcas territoriais buscam alcan\u00e7ar. Ela \u00e9 criada com e para os atores locais, por meio de esfor\u00e7os colaborativos, como entrevistas e workshops.<\/p>\n\n\n\n

A forma como agimos vai falar muito mais alto do que gritar o que queremos ser.<\/p>\n\n\n\n

A reter:<\/span><\/strong>
\u2013 Atue para ser percecionado de determinada forma, n\u00e3o fale sobre isso.
\u2013 Crie um ponto de refer\u00eancia forte para todo o comportamento da marca.
\u2013 Colabore com os atores locais para que eles tenham peso no desenvolvimento da Ideia Central.<\/p>\n\n\n\n

\n
< Passo 5<\/a><\/div>\n\n\n\n
> Passo 7<\/a><\/div>\n<\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

A sua Ideia Central deve ser simples e silenciosa, n\u00e3o \u00e9 um slogan. Deve vir da ess\u00eancia, do prop\u00f3sito do seu territ\u00f3rio. A sua marca deve ser tratada como um canal atrav\u00e9s do qual a identidade do territ\u00f3rio \u00e9 transportada e distribu\u00edda. Deixe clara a identidade e elimine os conceitos err\u00f3neos sobre o territ\u00f3rio e […]<\/p>\n","protected":false},"author":3,"featured_media":4232,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[51],"tags":[172,171,346,153,349,154,170,350,351],"class_list":{"0":"post-4011","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sem-categoria","8":"tag-bloom-consulting","9":"tag-cidades","10":"tag-cities-pt-pt-2","11":"tag-marca-territorial","12":"tag-place-brand-strategy-pt-pt","13":"tag-place-branding","14":"tag-regioes","15":"tag-regions-pt-pt-2","16":"tag-strategy-pt-pt"},"yoast_head":"\nPasso 6. Defina a sua ideia central - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"A sua Ideia Central deve ser simples e silenciosa, n\u00e3o \u00e9 um slogan. 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