{"id":3365,"date":"2020-11-13T07:30:32","date_gmt":"2020-11-13T07:30:32","guid":{"rendered":"https:\/\/inoveo.ro\/uncategorized\/cum-creezi-afinitate-fata-de-brand\/"},"modified":"2020-11-13T07:30:32","modified_gmt":"2020-11-13T07:30:32","slug":"cum-creezi-afinitate-fata-de-brand","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/branding-en\/cum-creezi-afinitate-fata-de-brand\/","title":{"rendered":"Cum creezi afinitate fa\u021b\u0103 de brand"},"content":{"rendered":"

C\u00e2nd companiile pun ideile, valorile \u0219i credin\u021bele mai presus de produsele lor, iar consumatorii se identific\u0103 cu acestea la nivel personal, rezultatul poate fi uimitor. Clien\u021bii se transform\u0103 \u00een cump\u0103r\u0103tori loiali, iar num\u0103rul fanilor adev\u0103ra\u021bi poate cre\u0219te chiar \u0219i \u00een r\u00e2ndul acelora care nu consum\u0103 produsele companiei.<\/em> De Dochi\u021ba Zenoveiov<\/p>\n

Afinitatea de brand vorbe\u0219te despre valorile \u00een care crede un brand owner, fie c\u0103 este antreprenor sau CEO, \u0219i despre fanii pe care acesta \u00eei adun\u0103 \u00een jurul nucleului de valori personale, fani care pot fi clien\u021bi sau nu.<\/p>\n

Un brand autentic \u00ee\u0219i poate cre\u0219te notorietatea considerabil, prin atragerea audien\u021bei care are acelea\u0219i valori personale ca \u0219i cele promovate de compania respectiv\u0103. Beneficiile sunt evidente, at\u00e2t pentru brand c\u00e2t \u0219i pentru companie, de la expunere \u0219i acoperire mediatic\u0103, p\u00e2n\u0103 la recrutarea mai facil\u0103 a noilor angaja\u021bi.<\/p>\n

Afinitatea de brand se creeaz\u0103 cel mai u\u0219or prin experien\u021bele \u0219i interac\u021biunile pe care clientul le are cu brandul. De exemplu, clien\u021bii din Genera\u021bia Z sunt foarte atra\u0219i de mediul online \u0219i de branduri cool, deci pentru ace\u0219tia brandurile trebuie s\u0103 genereze \u00een permanen\u021b\u0103 con\u021binut atr\u0103g\u0103tor, \u00een special \u00een mediul online.<\/p>\n

\u00cens\u0103 \u00een contextul pandemiei de coronavirus \u0219i alte tipuri de clien\u021bi au petrecut mai mult timp acas\u0103 \u0219i au interac\u021bionat mai des \u00een mediul digital cu diferite branduri. Iar \u00een cazul brandurilor ale c\u0103ror valori nu sunt doar declara\u021bii frumos scrise pe perete sau \u00een social media, bun\u0103voin\u021ba \u0219i percep\u021bia favorabil\u0103 a clien\u021bilor a fost rapid c\u00e2\u0219tigat\u0103.<\/p>\n

O c\u0103l\u0103torie cu p\u00e2ini din jurul lumii<\/strong><\/p>\n

Un studiu de caz \u00een acest sens este Grain Trip, o brut\u0103rie artizanal\u0103 de p\u00e2ine \u0219i produse de patiserie din Bucure\u0219ti, care produce p\u00e2ine pe baz\u0103 de maia. Brut\u0103ria a fost fondat\u0103 \u00een 2018 de Valentina Ion \u0219i Cristian Negoi\u021b\u0103, doi fo\u0219ti corporati\u0219ti \u00een companii de consultan\u021b\u0103, pasiona\u021bi de patiserie. Ei au c\u0103l\u0103torit mult \u0219i au dorit s\u0103 cunoasc\u0103 gastronomia ora\u0219elor pe care le vizitau, a\u0219a c\u0103 din fiecare vacan\u021b\u0103 se \u00eentorceau acas\u0103 cu nenum\u0103rate ingrediente locale. Cei doi au \u00eenceput ini\u021bial s\u0103 fac\u0103 p\u00e2ine \u00een cas\u0103, iar apoi \u0219i-au deschis brut\u0103ria. La \u00eenceputul pandemiei, Valentina Ion a \u00eenceput s\u0103 posteze pe pagina de Facebook a brut\u0103riei re\u021bete de p\u00e2ine cu maia. Publicul a fost imediat captivat de pove\u0219tile autentice, \u00een care via\u021ba de corporatist se \u00eembina cu chimia, \u00eentr-o manier\u0103 accesibil\u0103, pe \u00een\u021belesul tuturor. Antreprenoarea nu vorbea despre partea emo\u021bional\u0103 a brandului, ci despre procesele chimice prin care trece bobul de gr\u00e2u p\u00e2n\u0103 c\u00e2nd se transform\u0103 \u00een p\u00e2ine. Num\u0103rul de fani ai paginii a crescut semnificativ, iar ace\u0219tia au \u00eenceput s\u0103 fac\u0103 \u0219i ei p\u00e2ine acas\u0103 \u0219i s\u0103 posteze produsele proprii pe pagina brut\u0103riei. \u00cen acel moment, antreprenoarea a lansat HomeBakers, un grup de Facebook dedicat p\u00e2inii \u0219i re\u021betelor de p\u00e2ini tradi\u021bionale din toate col\u021burile lumii. HomeBakers a crescut la circa 5.000 de membrii, din Rom\u00e2nia, dar \u0219i din str\u0103in\u0103tate, dezvolt\u00e2ndu-se \u00een mod organic, f\u0103r\u0103 nicio investi\u021bie financiar\u0103. Comunitatea a \u00eenceput imediat s\u0103 interac\u021bioneze, s\u0103 posteze produse f\u0103cute acas\u0103, s\u0103 cear\u0103 sfaturi, s\u0103 caute ustensile \u0219i tipuri rare de f\u0103ini.<\/p>\n

Revenind la teoria brandului, este vorba de pasiunea pentru p\u00e2ine, declinat\u0103 \u00een dou\u0103 moduri, c\u0103tre audien\u021be diferite: membrii comunit\u0103\u021bii HomeBakers nu sunt aceea\u0219i cu clien\u021bii Grain Trip. Pe baza pasiunii \u0219i a cuno\u0219tin\u021belor antreprenoarei, a luat na\u0219tere un brand solid, cu dou\u0103 linii de business. Grain Trip comercializeaz\u0103 \u00een prezent diverse tipuri de f\u0103in\u0103, semin\u021be, co\u0219uri de dospit, vase ceramice de copt sau gr\u0103tare de r\u0103cire. A\u0219adar, pe l\u00e2ng\u0103 businessul de brut\u0103rie, Valentina Ion a dezvoltat \u00een contextul pandemiei un business de furnizor pentru o comunitate pasionat\u0103 de copt p\u00e2ine acas\u0103. Mul\u021bi antreprenori ar fi considerat poate c\u0103 s\u0103 \u00eencurajezi oamenii s\u0103 coac\u0103 p\u00e2ine acas\u0103 este o posibil\u0103 amenin\u021bare pentru o brut\u0103rie, dar ea a privit acest trend ca pe o oportunitate de business.<\/p>\n

\u00cen acest mod, antreprenoarea a inovat brandul \u0219i a adus \u00een jurul Grain Trip o alt\u0103 audien\u021b\u0103, \u021bin\u00e2nd cont c\u0103 o provocare important\u0103 cu care se confrunt\u0103 cei care prefer\u0103 p\u00e2inea f\u0103cut\u0103 \u00een cas\u0103 este c\u0103 exist\u0103 \u00een pia\u021b\u0103 furnizori de diverse tipuri de f\u0103inuri, dar calitatea produselor locale nu este constant\u0103. F\u0103ina este un produs foarte dificil, cost\u0103 pu\u021bin \u0219i c\u00e2nt\u0103re\u0219te mult, deci cheltuielile de transport la import sunt ridicate. \u00cen contextul \u00een care ingredientele pentru a coace p\u00e2ini speciale \u00een cas\u0103 ajung pe pia\u021ba local\u0103 la pre\u021buri nu foarte mici, fondatoarea Grain Trip a reu\u0219it s\u0103 creeze o nou\u0103 ni\u0219\u0103 de pia\u021b\u0103.<\/p>\n

Pentru a oferi o experien\u021b\u0103 complet\u0103 tuturor clien\u021bilor \u0219i fanilor, site-ul de prezentare al brut\u0103riei este divizat acum \u00een dou\u0103, Grain Trip \u0219i HomeBakers, iar magazinul fizic comercializeaz\u0103 toate produsele din site.<\/p>\n

Chobani, iaurtul preferat al americanilor<\/strong><\/p>\n

Un alt studiu de caz, la alt\u0103 scar\u0103, este cel al produc\u0103torului american de iaurt Chobani, care a reu\u0219it printr-o serie de ac\u021biuni \u0219i parteneriate s\u0103 creeze o afinitate autentic\u0103 a consumatorilor fa\u021b\u0103 de brandul omonim.<\/p>\n

\u00cen 2016, fondatorul companiei \u0219i actualul CEO, Hamdi Ulukaya, a cedat 10% din ac\u021biuni c\u0103tre angaja\u021bii full-time \u2013 de la managementul executiv p\u00e2n\u0103 la muncitori. De\u0219i a fost ini\u021bial sf\u0103tuit s\u0103 nu fac\u0103 acest lucru, \u00een contextul \u00een care v\u00e2nz\u0103rile anuale ale companiei dep\u0103\u0219eau un miliard de dolari, Hamdi Ulukaya, de origine turc\u0103, a g\u0103sit o solu\u021bie, explic\u00e2nd c\u0103 valori precum a sprijini \u0219i a d\u0103rui comunit\u0103\u021bii fac parte din cultura companiei, iar participarea angaja\u021bilor \u00een ac\u021bionariat \u00eent\u0103re\u0219te aceast\u0103 cultur\u0103. Decizia sa a fost foarte mediatizat\u0103 \u0219i a fost \u00eent\u00e2mpinat\u0103 cu numeroase comentarii pozitive \u00een re\u021belele de social media din partea clien\u021bilor s\u0103i, dar \u0219i a persoanelor care nu consumau iaurturile Chobani. \u201dNu e suficient s\u0103 ai credin\u021be \u0219i valori, trebuie s\u0103 le tr\u0103ie\u0219ti \u0219i s\u0103 le transformi \u00een programe care schimb\u0103 lumea. A\u0219a se construie\u0219te un brand puternic\u201d, rezum\u0103 Peter McGuinness, Chief Marketing \u0219i Commercial Officer al Chobani.<\/p>\n

De asemenea, compania a implementat un program care ofer\u0103 \u0219ase s\u0103pt\u0103m\u00e2ni de concediu at\u00e2t femeilor c\u00e2t \u0219i b\u0103rba\u021bilor, la na\u0219terea unui copil sau la adop\u021bia unuia, un beneficiu foarte rar \u00eent\u00e2lnit \u00een r\u00e2ndul companiilor americane. \u0218tirea s-a r\u0103sp\u00e2ndit foarte repede \u0219i a pus \u00een lumin\u0103 angajamentul companiei fa\u021b\u0103 de angaja\u021bi, filosofia acesteia fiind s\u0103 pun\u0103 oamenii pe primul loc.<\/p>\n

Un alt program derulat de companie, care se bucur\u0103 de foarte mare succes, este incubatorul dedicat start-upurilor din industria alimentar\u0103, care se \u00eenscrie \u00een politica Chobani de a \u00eenlesni accesul tuturor oamenilor la o alimenta\u021bie s\u0103n\u0103toas\u0103. Incubatorul prime\u0219te \u00een fiecare an circa 3.000 de aplica\u021bii, iar start-upurile selectate nu au nicio obliga\u021bie financiar\u0103: primesc granturi, consultan\u021b\u0103 \u0219i au acces la resursele Chobani, av\u00e2nd posibilitatea de a se dezvolta mai repede.<\/p>\n

\u00cen fabricile companiei sunt angaja\u021bi mul\u021bi veterani, iar una din principalele ac\u021biuni organizate anual este \u00eempreun\u0103 cu funda\u021bia Operation Homefront, prin care Chobani doneaz\u0103 un million de dolari pentru sprijinul b\u0103tr\u00e2nilor.<\/p>\n

Astfel, Chobani, un brand ce are \u00een prezent 15 ani, a urcat pe locul num\u0103rul doi \u00een topul produc\u0103torilor de iaurt din SUA, deoarece, a\u0219a cum explic\u0103 oficialii companiei, produsul lor este legat de iaurt, dar businessul este legat de wellness.<\/p>\n

Citeste articolul in Revista Progresiv<\/em>
\n<\/p>\n","protected":false},"excerpt":{"rendered":"

Când companiile pun ideile, valorile și credințele mai presus de produsele lor, iar consumatorii se identifică cu acestea la nivel personal, rezultatul poate fi uimitor. Clienții se transformă în cumpărători loiali, iar numărul fanilor adevărați […]<\/p>\n

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Clienții se transformă în cumpărători loiali, iar numărul fanilor adevărați [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/cum-creezi-afinitate-fata-de-brand\/\">Read More...<span class=\"screen-reader-text\"> from Cum creezi afinitate fa\u021b\u0103 de brand<\/span><\/a><\/p> [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/cum-creezi-afinitate-fata-de-brand\/\">Read More...<span class=\"screen-reader-text\"> from Cum creezi afinitate fa\u021b\u0103 de brand<\/span><\/a><\/p>","category_list":"<a href=\"https:\/\/inoveo.ro\/en\/category\/branding-en\/\" rel=\"category tag\">BRANDING<\/a>","comments_num":"0 comments","_links":{"self":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3365","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/comments?post=3365"}],"version-history":[{"count":0,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3365\/revisions"}],"wp:attachment":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/media?parent=3365"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/categories?post=3365"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/tags?post=3365"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}