{"id":4021,"date":"2021-10-12T13:16:42","date_gmt":"2021-10-12T13:16:42","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=4021"},"modified":"2021-10-14T10:43:17","modified_gmt":"2021-10-14T10:43:17","slug":"passo-11-nao-lance-a-marca-e-nao-crie-um-logotipo","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/passo-11-nao-lance-a-marca-e-nao-crie-um-logotipo\/","title":{"rendered":"Passo 11. (N\u00e3o) Lance a Marca e (N\u00e3o) Crie um logotipo"},"content":{"rendered":"\n

Confie em n\u00f3s, vai poupar muito tempo, dinheiro e dores de cabe\u00e7a.<\/strong><\/h3>\n\n\n\n
\"\"
No branding corporativo, os logotipos s\u00e3o a cereja no topo do bolo. No Place Branding, eles s\u00e3o a cereja podre do bolo, pois n\u00e3o ajudam a construir percep\u00e7\u00f5es e podem comprometer todo o projeto de Marca.<\/figcaption><\/figure>\n\n\n\n

N\u00e3o estamos a lan\u00e7ar a Marca ou a criar um logotipo. O Place Branding n\u00e3o \u00e9, de todo, definitivo: \u00e9 um processo cont\u00ednuo e deve ser tratado como tal. Conduzir um lan\u00e7amento oficial com um logotipo dispendioso pode suscitar coment\u00e1rios controversos e mal-entendidos entre uma variedade de stakeholders, sejam internos ou externos.<\/strong><\/p>\n\n\n\n

Evitar lan\u00e7amentos de marca e logotipos, remover\u00e1 da equa\u00e7\u00e3o a dif\u00edcil \u2013 e desnecess\u00e1ria – explica\u00e7\u00e3o do prop\u00f3sito da sua institui\u00e7\u00e3o \u00e0queles que n\u00e3o s\u00e3o pertinentes ao seu sucesso.<\/p>\n\n\n\n

N\u00e3o recomendamos, de todo, anexar a Marca territorial a um logotipo. Aproveite esta oportunidade para evitar um risco desnecess\u00e1rio.<\/p>\n\n\n\n

Os logos s\u00e3o frequentemente criticados e n\u00e3o agregam valor \u00e0 perce\u00e7\u00e3o geral de um territ\u00f3rio. Na nossa experi\u00eancia, vimos muitos projetos falharem devido a um logotipo mal-aceite, e para qu\u00ea?<\/p>\n\n\n\n

Diga-nos, qual \u00e9 o logotipo de Barcelona, Paris ou Berlim? Se nos respondeu \u201cn\u00e3o tenho certeza\u201d em nenhum desses tr\u00eas exemplos, mas mesmo assim tem alguma associa\u00e7\u00e3o do que estes destinos significam para si (negativa ou positivamente), conseguimos provar o nosso ponto. Investir num logotipo \u00e9 caro e \u00e9 uma forma ineficaz de criar uma perce\u00e7\u00e3o positiva duradoura da Marca. No entanto, no caso de uma perce\u00e7\u00e3o negativa, os logotipos podem ser a cereja podre no topo do bolo.<\/p>\n\n\n\n

A reter:<\/span><\/strong>
\u2013 N\u00e3o lance a marca.
\u2013 N\u00e3o despenda tempo ou dinheiro num logotipo.
\u2013 O processo de Place Branding n\u00e3o tem fim.<\/p>\n\n\n\n

\n
< Passo 10<\/a><\/div>\n\n\n\n
> Passo 12<\/a><\/div>\n<\/div>\n\n\n\n

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

Confie em n\u00f3s, vai poupar muito tempo, dinheiro e dores de cabe\u00e7a. N\u00e3o estamos a lan\u00e7ar a Marca ou a criar um logotipo. O Place Branding n\u00e3o \u00e9, de todo, definitivo: \u00e9 um processo cont\u00ednuo e deve ser tratado como tal. Conduzir um lan\u00e7amento oficial com um logotipo dispendioso pode suscitar coment\u00e1rios controversos e mal-entendidos […]<\/p>\n","protected":false},"author":3,"featured_media":4247,"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-4021","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 11. 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