{"id":32191,"date":"2023-10-03T11:53:32","date_gmt":"2023-10-03T09:53:32","guid":{"rendered":"https:\/\/imaginadigital.com\/uncategorized-ca\/expansion-com-limpacte-dels-eslogans-a-lera-digital\/"},"modified":"2023-10-03T11:53:32","modified_gmt":"2023-10-03T09:53:32","slug":"expansion-com-limpacte-dels-eslogans-a-lera-digital","status":"publish","type":"post","link":"https:\/\/imaginadigital.com\/ca\/blog-ca\/expansion-com-limpacte-dels-eslogans-a-lera-digital\/","title":{"rendered":"Expansion.com: L’impacte dels esl\u00f2gans a l’era digital"},"content":{"rendered":"

Recordem aquests esl\u00f2gans que, sense importar el temps que passi, es mantenen gravats a la nostra mem\u00f2ria. Per\u00f2 en aquesta era digital, on tot \u00e9s ef\u00edmer i es busca la immediatesa, ens veiem enfrontats a una pregunta ineludible: enmig d’aquest soroll digital, mantenen la seva rellev\u00e0ncia els esl\u00f2gans al m\u00f3n publicitari?<\/strong><\/p>\n

Un bon esl\u00f2gan t\u00e9 la m\u00e0gia d’encapsular la ess\u00e8ncia<\/strong>, missi\u00f3<\/strong> i valor<\/strong> una marca en una breu frase. ‘Just Do It<\/strong>‘ de Nike, ‘Perqu\u00e8 tu ho vals<\/strong>‘ de L’Or\u00e9al, ‘Pensa en verd<\/strong>‘ de Heineken i ‘L’espurna de la vida<\/strong>‘ de Coca-Cola. M\u00e9s que simples paraules, aquests esl\u00f2gans comuniquen una filosofia, una promesa que transcendeix el temps. \u00c9s habitual veure persones repetint frases d’anunci fins i tot 20 anys despr\u00e9s que la van escoltar, \u00e9s m\u00e9s, gosaria assegurar que els joves que no han arribat a escoltar un esl\u00f2gan directament, han heretat i han adoptat la consigna com una cosa cultural.<\/p>\n

Amb l’era de les xarxes socials<\/strong> i la publicitat digital<\/strong>, va canviar el paradigma. L’atenci\u00f3 del consumidor s’ha tornat m\u00e9s vol\u00e0til i est\u00e0 constantment saturada d’inputs. En aquest oce\u00e0 de contingut, un podria pensar que els esl\u00f2gans han perdut la seva brillantor.<\/p>\n

Per\u00f2, sorprenentment, en aquest mar digital, un bon esl\u00f2gan serveix com un far, guiant els consumidors cap a un port segur: la marca<\/strong>.<\/p>\n

Rellev\u00e0ncia en diferents plataformes<\/em><\/p>\n

A l’ecosistema digital actual, cada plataforma t\u00e9 el seu propi conjunt de regles, audi\u00e8ncies i din\u00e0miques, i el paper que exerceix un esl\u00f2gan es manifesta de diferents formes en cadascuna. \u00c9s crucial per a les empreses entendre i adaptar-se a aquestes difer\u00e8ncies per maximitzar el impacte<\/strong> i la resson\u00e0ncia o acceptaci\u00f3 dels missatges.<\/p>\n

No podem ignorar el poder dels ‘influencers<\/strong>‘ en aquesta equaci\u00f3. Molts, conscientment o inconscientment, han creat els seus propis esl\u00f2gans. Prenguem com a exemple AuronPlay amb el seu inconfusible: “Ei, qu\u00e8 passa xavals! Tot b\u00e9? Tot correcte? I jo que m’alegro!”. Aquestes frases, repetides una vegada i una altra, es converteixen en una marca registrada, creant una identitat i enfortint la connexi\u00f3 amb la seva audi\u00e8ncia. Igual que les marques comercials, aquests influencers demostren el poder d’un bon esl\u00f2gan o frase en la construcci\u00f3 d’una comunitat lleial.<\/p>\n

Si ens centrem en una plataforma com TikTok<\/strong>, amb la seva din\u00e0mica accelerada i la seva cultura de tend\u00e8ncies en constant evoluci\u00f3, presenta un desafiament \u00fanic per al tradicional concepte d’esl\u00f2gan. Encara que en altres plataformes o mitjans, un esl\u00f2gan busca ser una recordat\u00f2ria constant de l’ess\u00e8ncia d’una marca, a TikTok, es troba en una carrera contra el temps. La naturalesa fuga\u00e7 de les tend\u00e8ncies en aquesta plataforma pot fer que un esl\u00f2gan, per molt potent que sigui, quedi relegat a l’oblit en un curt per\u00edode, Tamb\u00e9 passa que la l\u00ednia entre un esl\u00f2gan i una tend\u00e8ncia es difumini fins al punt que passi a millor vida abans del que esper\u00e0vem.<\/p>\n

Al meu entendre, els punts a tenir en compte per crear un esl\u00f2gan a l’era de TikTok s\u00f3n els seg\u00fcents:<\/p>\n

1. Adaptabilitat<\/strong>: En un entorn digital en constant canvi, els esl\u00f2gans han de ser vers\u00e0tils i preparats per adaptar-se a les noves circumst\u00e0ncies.
\n2. Rellev\u00e0ncia cultural<\/strong>: \u00c9s fonamental connectar amb els temes d’actualitat i amb les converses que estan a la boca de tots per no quedar-se enrere en plataformes com TikTok.
\n3. Facilitat de record<\/strong>: Tot i ser breu, ha de ser enganx\u00f3s i quedar-se a la ment del p\u00fablic.
\n4. Genu\u00efnitat<\/strong>: L’esl\u00f2gan ha de ser un reflex sincer del que representa la marca, evitant postures artificials o for\u00e7ades.<\/p>\n

Tot i que la manera com consumim contingut i ens relacionem amb les marques ha evolucionat, l’ess\u00e8ncia i el poder d’un bon esl\u00f2gan continuen sent indiscutibles.<\/p>\n

Via Expansion.com<\/a> per Dani Casanovas<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Recordem aquests esl\u00f2gans que, sense importar el temps que passi, es mantenen gravats a la nostra mem\u00f2ria. Per\u00f2 en aquesta era digital, on tot \u00e9s ef\u00edmer i es busca la immediatesa, ens veiem enfrontats a una pregunta ineludible: enmig d’aquest soroll digital, mantenen la seva rellev\u00e0ncia els esl\u00f2gans al m\u00f3n publicitari? Un bon esl\u00f2gan t\u00e9 … Read more<\/a><\/p>\n","protected":false},"author":4,"featured_media":19776,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"class_list":["post-32191","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-ca"],"acf":[],"yoast_head":"\nExpansion.com: L'impacte dels esl\u00f2gans a l'era digital - IMAGINA Agencia de Marketing Digital<\/title>\n<meta name=\"description\" content=\"Recordem aquests esl\u00f2gans que, sense importar el temps que passi, es mantenen gravats a la nostra mem\u00f2ria. 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