{"id":1859,"date":"2020-09-22T16:37:17","date_gmt":"2020-09-22T14:37:17","guid":{"rendered":"https:\/\/sintesi.cat\/?p=1859"},"modified":"2020-12-24T12:56:50","modified_gmt":"2020-12-24T11:56:50","slug":"marcas-cercanas-marcas-humildes-marcas-comprometidas","status":"publish","type":"post","link":"https:\/\/sintesi.cat\/es\/marcas-cercanas-marcas-humildes-marcas-comprometidas\/","title":{"rendered":"Marcas cercanas, marcas humildes, marcas comprometidas"},"content":{"rendered":"<p>En este nuevo entorno, los consumidores <strong>nos hemos vuelto a\u00fan m\u00e1s exigentes con las marcas (y empresas)<\/strong> a las que exigimos no s\u00f3lo un buen producto o servicio sino sobre todo un compromiso social real. Es decir, m\u00e1s all\u00e1 de lo que hacen por nosotros, individuos, queremos saber qu\u00e9 hacen por nuestra sociedad, por nuestro planeta, por aquellos que m\u00e1s lo necesitan, y queremos que nos lo expliquen con hechos.<\/p>\n<p>Es tiempo de pasar de la famosa \u00abmisi\u00f3n\u00bb de la empresa o marca en la acci\u00f3n y es por eso que las marcas m\u00e1s comprometidas, incluso militantes, han visto crecer exponencialmente su reputaci\u00f3n y, por tanto, sus ventas. Recogen los frutos de un <strong>compromiso real<\/strong> con una causa social, medioambiental, econ\u00f3mica o \u00e9tica, que han trasladado a su modelo de negocio e incluso a sus productos. Marcas internacionales como Patagonia, <a href=\"https:\/\/www.expoknews.com\/caso-de-exito-de-rse-toms\/\">Toms<\/a>, LEGO, Triodos Bank, Bosch o General Electric son un gran ejemplo, junto a marcas nacionales como <a href=\"https:\/\/www.ternua.com\/es\/\">Ternua<\/a>, Holaluz, Ecoalf, <a href=\"https:\/\/auara.org\">Auara<\/a> o La Fageda, por citar s\u00f3lo algunas, son claros ejemplos de marcas comprometidas con la sostenibilidad y las personas a las que los consumidores han premiado con una gran acogida de sus productos y, por tanto, con excelentes resultados empresariales.<\/p>\n<h3>Los valores locales al alza<\/h3>\n<p>En un momento de crisis econ\u00f3mica y de apuesta clara por los valores, las marcas humildes, locales, de Km. 0, tienen una mejor percepci\u00f3n de que las grandes marcas internacionales, que deben invertir mucho dinero y esfuerzos no s\u00f3lo en explicar qu\u00e9 hacen sino tambi\u00e9n en desmentir lo que no hacen. Hoy, los peces peque\u00f1os tienen mejor reputaci\u00f3n que los grandes tiburones.<\/p>\n<p>Hemos visto la eclosi\u00f3n de marcas que partiendo de un territorio se han hecho globales, como Ametller Origen, El Pastoret, Teterum o Espigadora, as\u00ed como de peque\u00f1as marcas locales, muy propias de cada regi\u00f3n, que han conseguido desbancar a las grandes y convertirse en la opci\u00f3n prioritaria de los consumidores de esa zona. Embutidos, yogures, quesos o cervezas de Km 0 son un buen ejemplo de c\u00f3mo el consumidor est\u00e1 dispuesto a premiar la creaci\u00f3n de riqueza local y la apuesta por la tradici\u00f3n artesanal.<\/p>\n<p>Y sobre todo, los consumidores buscan marcas cercanas, que les hablen de problemas cotidianos, que muestren empat\u00eda y que pongan a las personas en el centro de su comunicaci\u00f3n. Destaca la comunicaci\u00f3n de marcas como Balay o Llet Nostra y la de empresas como \u00c1rea de Guisona o Caprabo que han convertido a sus trabajadores en los mejores embajadores de la marca y sus historias &#8211; reales &#8211; han conquistado el coraz\u00f3n de los consumidores.<\/p>\n<p>Hoy varios estudios ponen de manifiesto la correlaci\u00f3n positiva entre la tangibilizaci\u00f3n del prop\u00f3sito de marca y su tasa de crecimiento. Es el momento de pasar a la acci\u00f3n.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En este nuevo entorno, los consumidores nos hemos vuelto a\u00fan m\u00e1s exigentes con las marcas (y empresas) a las que exigimos no s\u00f3lo un buen producto o servicio sino sobre todo un compromiso social real. Es decir, m\u00e1s all\u00e1 de lo que hacen por nosotros, individuos, queremos saber qu\u00e9 hacen por nuestra sociedad, por nuestro [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":1863,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[249],"tags":[],"class_list":["post-1859","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nueva-comunicacion"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marcas cercanas, marcas humildes, marcas comprometidas - S\u00edntesi<\/title>\n<meta name=\"description\" content=\"Los consumidores se han vuelto m\u00e1s exigentes con las marcas y ya no les basta con un buen producto y reclaman un compromiso social real.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sintesi.cat\/es\/marcas-cercanas-marcas-humildes-marcas-comprometidas\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marcas cercanas, marcas humildes, marcas comprometidas - S\u00edntesi\" \/>\n<meta property=\"og:description\" content=\"Los consumidores se han vuelto m\u00e1s exigentes con las marcas y ya no les basta con un buen producto y reclaman un compromiso social real.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sintesi.cat\/es\/marcas-cercanas-marcas-humildes-marcas-comprometidas\/\" \/>\n<meta property=\"og:site_name\" content=\"S\u00edntesi\" \/>\n<meta property=\"article:published_time\" content=\"2020-09-22T14:37:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-12-24T11:56:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sintesi.cat\/wp-content\/uploads\/2020\/09\/Rainbow-Gradient-Pink-and-Purple-Zoom-Virtual-Background.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"S\u00edlvia Ramon\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ecsintesi\" \/>\n<meta name=\"twitter:site\" content=\"@ecsintesi\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"S\u00edlvia Ramon\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/sintesi.cat\\\/es\\\/marcas-cercanas-marcas-humildes-marcas-comprometidas\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sintesi.cat\\\/es\\\/marcas-cercanas-marcas-humildes-marcas-comprometidas\\\/\"},\"author\":{\"name\":\"S\u00edlvia Ramon\",\"@id\":\"https:\\\/\\\/sintesi.cat\\\/es\\\/#\\\/schema\\\/person\\\/3c576936b3dc61c67016f4906d542520\"},\"headline\":\"Marcas cercanas, marcas humildes, marcas comprometidas\",\"datePublished\":\"2020-09-22T14:37:17+00:00\",\"dateModified\":\"2020-12-24T11:56:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/sintesi.cat\\\/es\\\/marcas-cercanas-marcas-humildes-marcas-comprometidas\\\/\"},\"wordCount\":493,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/sintesi.cat\\\/es\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/sintesi.cat\\\/es\\\/marcas-cercanas-marcas-humildes-marcas-comprometidas\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sintesi.cat\\\/wp-content\\\/uploads\\\/2020\\\/09\\\/Rainbow-Gradient-Pink-and-Purple-Zoom-Virtual-Background.png\",\"articleSection\":[\"Nueva comunicaci\u00f3n\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/sintesi.cat\\\/es\\\/marcas-cercanas-marcas-humildes-marcas-comprometidas\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sintesi.cat\\\/es\\\/marcas-cercanas-marcas-humildes-marcas-comprometidas\\\/\",\"url\":\"https:\\\/\\\/sintesi.cat\\\/es\\\/marcas-cercanas-marcas-humildes-marcas-comprometidas\\\/\",\"name\":\"Marcas cercanas, marcas humildes, marcas comprometidas - 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