{"id":4018,"date":"2021-10-12T13:01:26","date_gmt":"2021-10-12T13:01:26","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=4018"},"modified":"2021-10-14T10:42:02","modified_gmt":"2021-10-14T10:42:02","slug":"passo-8-auditar-e-ativar-pontos-de-contato","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/passo-8-auditar-e-ativar-pontos-de-contato\/","title":{"rendered":"Passo 8. Auditar e ativar pontos de contato"},"content":{"rendered":"\n

Chegou a hora de ser criativo e determinar quais os programas e projetos que ser\u00e3o mais eficazes a alcan\u00e7ar os seus objetivos.<\/strong><\/h3>\n\n\n\n
\"\"
Este diagrama representa os quatro quadrantes do Bloom Consulting SpiderBrand \u00a9, onde projetamos e constru\u00edmos os pontos de contato da marca (trabalhamos no sentido dos ponteiros do rel\u00f3gio).<\/figcaption><\/figure>\n\n\n\n

Os pontos de contato de uma Marca s\u00e3o de natureza diversa, pois s\u00e3o as plataformas por meio das quais uma marca \u00e9 vivenciada. Os quatro quadrantes da Bloom Consulting SpiderBrand \u00a9 s\u00e3o os seguintes: \u201ca\u00e7\u00f5es, atividades e pol\u00edticas\u201d, \u201cenvolvimento de stakeholders\u201d, \u201cidentidade digital\u201d e \u201cmarketing\u201d. Cada um tem a capacidade de influenciar a imagem e a reputa\u00e7\u00e3o do territ\u00f3rio.<\/strong><\/p>\n\n\n\n

Neste passo do processo do Place Branding, iremos desenvolver programas e projetos validados pela Ideia Central, sintetizando a mensagem e o comportamento da Marca. \u00c9 nesta fase que devemos perguntar-nos: o que podemos fazer em alinhamento com a Marca?<\/p>\n\n\n\n

As iniciativas de envolvimento de stakeholders ser\u00e3o exploradas posteriormente como um ponto cr\u00edtico no processo de Place Branding, como a cria\u00e7\u00e3o de um conjunto de ferramentas da Marca e de um plano de forma\u00e7\u00e3o e apoio aos construtores da marca.<\/p>\n\n\n\n

A\u00e7\u00f5es, atividades e pol\u00edticas dependem muito dos objetivos da estrat\u00e9gia de Marca. Ao olhar para um p\u00fablico-alvo espec\u00edfico, os cidad\u00e3os por exemplo, as pol\u00edticas sociais e o urbanismo podem desempenhar um grande papel no desenvolvimento da marca alinhado com a viv\u00eancia de um centro urbano.<\/p>\n\n\n\n

Ao abordar a Identidade Digital como um ponto de contato da marca, o p\u00fablico-alvo vai deparar-se com um ponto de intera\u00e7\u00e3o avassalador se n\u00e3o for gerido de acordo. Se algu\u00e9m for positivamente influenciado por algo que encontra online, \u00e9 mais prov\u00e1vel que investigue, pesquise e se interesse mais.<\/p>\n\n\n\n

\u00c9 aqui que entra o marketing. Gostar\u00edamos de chamar \u00e0 aten\u00e7\u00e3o que, at\u00e9 este ponto, praticamente omitimos o marketing das etapas de cria\u00e7\u00e3o de uma marca territorial, independentemente das press\u00f5es que a sua institui\u00e7\u00e3o inevitavelmente enfrentar\u00e1 por \u201cmarketeers\u201d que acreditam que esta \u00e9 a solu\u00e7\u00e3o para tudo.<\/p>\n\n\n\n

Uma excelente pol\u00edtica pode ser levada a cabo, mas se ningu\u00e9m falar ou ler sobre ela, h\u00e1 uma perda de valor devido a um momento sem capitaliza\u00e7\u00e3o. Os esfor\u00e7os do marketing, neste caso, n\u00e3o ser\u00e3o publicit\u00e1rios, mas t\u00eam o objetivo de gerar consci\u00eancia para que as pessoas fiquem genuinamente curiosas e interessadas na Marca territorial. \u00c9 fundamental ativar esta pol\u00edtica nos quadrantes do Bloom Consulting SpiderBrand \u00a9.<\/p>\n\n\n\n

A reter:<\/span><\/strong>
\u2013 Defina o que pode fazer em alinhamento com a Marca?
\u2013 Elabore programas e projetos validados pela Ideia Central.
\u2013 Implemente atividades, a\u00e7\u00f5es, pol\u00edticas e iniciativas de envolvimento de stakeholders para otimizar o reconhecimento da marca.<\/p>\n\n\n\n

\n
< Passo 7<\/a><\/div>\n\n\n\n
> Passo 9<\/a><\/div>\n<\/div>\n\n\n\n

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

Chegou a hora de ser criativo e determinar quais os programas e projetos que ser\u00e3o mais eficazes a alcan\u00e7ar os seus objetivos. Os pontos de contato de uma Marca s\u00e3o de natureza diversa, pois s\u00e3o as plataformas por meio das quais uma marca \u00e9 vivenciada. Os quatro quadrantes da Bloom Consulting SpiderBrand \u00a9 s\u00e3o os […]<\/p>\n","protected":false},"author":3,"featured_media":4238,"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-4018","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 8. 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