{"id":7507,"date":"2022-11-25T13:09:21","date_gmt":"2022-11-25T13:09:21","guid":{"rendered":"https:\/\/doctorahopes.com\/?p=7507"},"modified":"2022-11-25T13:09:21","modified_gmt":"2022-11-25T13:09:21","slug":"com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible","status":"publish","type":"post","link":"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/","title":{"rendered":"Com sobreviure al Black Friday mantenint el meu ADN sostenible?"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text el_class=”subtitulo”]S\u00ed. Les marques amb cultura sostenible poden –i haurien de-<\/em> participar
\nde la gran festa del consumisme, sense renunciar als seus valors.[\/vc_column_text][vc_raw_html]JTNDaHIlMjBjbGFzcyUzRCUyMmJsb2ctaHIlMjIlM0U=[\/vc_raw_html][vc_column_text]Portem uns dies en mood<\/em> \u201cblack month\u201d<\/em> i estem segurs que m\u00e9s d’un t\u00e9 alguna incertesa rondant-li el cap. El dubte m\u00e9s habitual \u00e9s: Com sobreviure al Black Friday<\/em> mantenint el meu ADN sostenible? O com fer rendible el Black Friday<\/em> sense renunciar als valors d\u2019una marca amb cultura sostenible?[\/vc_column_text][vc_empty_space][vc_single_image image=”7485″ img_size=”full”][vc_empty_space][vc_column_text]Aqu\u00ed el nostre consell per a les Marques de Nova Generaci\u00f3<\/a>: Persegueix la venda a llarg termini.\u00a0\u00a0\u00a0\u00a0 <\/strong><\/p>\n

 <\/p>\n

Entenem que dit d’aquesta manera pot sonar una mica estrany, per\u00f2 la traducci\u00f3 pr\u00e0ctica seria: Aprofita la campanya del Black Friday<\/em> -i la de Nadal- per fer brillar els teus valors de marca.<\/p>\n

 <\/p>\n

En els \u00faltims anys, ens hem adonat que la tend\u00e8ncia entre marques de moda, bellesa i lifestyle amb cultura sostenible, \u00e9s la de romandre invisibles durant el per\u00edode del Black Month<\/em>, quelcom comprensible per a un per\u00edode promocional que no est\u00e0 basat en un discurs coherent amb els valors sostenibles. Per\u00f2, estimats amics i amigues, la invisibilitat mai ha estat bona pels negocis -#ParaulaDeDoctora<\/a>-. Aix\u00ed que, \u00e9s el moment de replantejar les teves estrat\u00e8gies i atrevir-te amb accions trencadores que promoguin la transmissi\u00f3 dels teus valors de marca, sense embuts.[\/vc_column_text]\n

\n\t

\n\t``La invisibilitat mai ha estat bona pels negocis`` #Parauladedoctora<\/span>\n\t<\/h4>\n<\/blockquote>[vc_empty_space][vc_single_image image=”7496″ img_size=”full”][vc_empty_space][vc_column_text]Abans de continuar, ens agradaria aclarir un petit detall que sovint genera certa discussi\u00f3: Ser una marca sostenible no implica no poder fer descomptes. Aix\u00f2 no et far\u00e0 menys sostenible, i segurament et donar\u00e0 l’oportunitat d’arribar a nous p\u00fablics que volen con\u00e8ixer noves propostes de valor.[\/vc_column_text]\n
\n\t

\n\t``Ser una marca sostenible no implica no poder fer descomptes.``<\/span>\n\t<\/h4>\n<\/blockquote>[vc_column_text]Tot i aix\u00ed, \u00e9s veritat que aquestes accions no sempre t’aportaran un benefici a llarg termini. Per aix\u00f2, nosaltres som m\u00e9s partidaris de cuinar accions irreverents, a foc lent. Accions molt m\u00e9s not\u00f2ries amb les quals aconseguir llaurar un futur m\u00e9s prometedor per a les Marques de Nova Generaci\u00f3<\/a>.<\/p>\n

 <\/p>\n

N\u2019hi haur\u00e0 prou amb traslladar una sola idea que defineixi el valor diferencial de la teva marca, una \u00fanica proposta de valor que aconsegueixi calar en les ments dels teus clients potencials, aquells que comparteixen la teva manera de veure i de fer les coses. Pensa que, donar suport als seus h\u00e0bits mitjan\u00e7ant un discurs de marca que els identifiqui, tamb\u00e9 pot ser un bon \u201cregal\u201d per a ells, possiblement m\u00e9s que una promoci\u00f3 de la qual no volen participar.<\/p>\n

 <\/p>\n

Aix\u00ed que, aprofita el Black Friday<\/em> per donar l’oportunitat als teus clients de transmetre el seu discurs als seus iguals, amb un exemple de comportament o de pensament promogut per la teva marca. Pots fer-ho a trav\u00e9s d’un missatge en forma de reivindicaci\u00f3, de desig, o de pertinen\u00e7a a quelcom m\u00e9s gran<\/strong>. Aviat t’adonar\u00e0s que un missatge amb el qual et pots sentir identificat, t\u00e9 molt m\u00e9s valor i produeix molta m\u00e9s satisfacci\u00f3 i converses espont\u00e0nies, que la compra d’una samarreta de 12 \u20ac.[\/vc_column_text][vc_empty_space][vc_single_image image=”7488″ img_size=”full” alignment=”center”][vc_empty_space][vc_column_text]En les \u00faltimes edicions del Black Friday<\/em> ja hem pogut veure alguns exemples de moviments globals que demostren que hi ha consumidors que busquen nous valors, aix\u00ed com de marques que s’han atrevit amb propostes creatives m\u00e9s trencadores per donar una volta al Black Friday<\/em>. Des del #GivingTuesday<\/a> com a moviment global sense \u00e0nim de lucre, a la ja famosa \u201cdon\u2019t buy this Jacket\u201d<\/strong> de Patagonia<\/a>, passant per les esperades campanyes d’Ecoalf<\/a>, que enguany torna de nou amb \u201cBreak the habit, not the planet\u201d<\/strong> o al ja m\u00edtic tancament de botigues, com el de la firma BASK amb el seu “we close”<\/strong>, al qual ja s’han unit una llarga llista de marques.[\/vc_column_text][vc_empty_space][vc_empty_space][vc_video link=”https:\/\/youtu.be\/UAZ8Ts9CC6I?t=5″ title=”\u201cDon\u2019t buy this Jacket\u201d – PATAGONIA”][vc_empty_space][vc_empty_space][vc_video link=”https:\/\/www.youtube.com\/watch?v=rIXbt9DvbOk&t=6s” title=”\u201cBreak the habit, not the planet\u201d – ECOALF”][vc_empty_space][vc_empty_space][vc_video link=”https:\/\/youtu.be\/7alUGzVeBr8?t=6″ title=”\u201cBlack Friday, we close\u201d – BASK”][vc_empty_space][vc_empty_space][vc_column_text]Totes elles, campanyes que no persegueixen l’objectiu de generar vendes a curt termini, sin\u00f3 que persegueixen objectius de posicionament, notorietat i fidelitzaci\u00f3 de clients<\/strong>. \u00c9s a dir, campanyes que busquen un augment de vendes sostenible a llarg termini i que, a la vegada, promouen una fabricaci\u00f3 conscient per part de les marques i un consum m\u00e9s responsable per part del client.<\/p>\n

 <\/p>\n

Ja ho veus, ha arribat l’hora de fer brillar els valors que fan que la teva marca sigui \u00fanica. Ha arribat l’hora de donar visibilitat al teu particular _ _ _ _ _ FRIDAY<\/em>![\/vc_column_text][vc_empty_space][vc_single_image image=”7079″ img_size=”full”][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"

S\u00ed. Les marques amb cultura sostenible poden -i haurien de- participar de la gran festa del consumisme, sense renunciar als seus valors.<\/p>\n","protected":false},"author":3,"featured_media":7514,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[102,105,106,108],"tags":[],"yoast_head":"\nCom sobreviure al Black Friday mantenint el meu ADN sostenible? - DRA.H\u00d6PE'S<\/title>\n<meta name=\"description\" content=\"C\u00f3mo pasar del Black Friday al White Friday o c\u00f3mo sobrevivir a la mayor fiesta del consumismo sin renunciar a mi ADN sostenible.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Com sobreviure al Black Friday mantenint el meu ADN sostenible? - DRA.H\u00d6PE'S\" \/>\n<meta property=\"og:description\" content=\"C\u00f3mo pasar del Black Friday al White Friday o c\u00f3mo sobrevivir a la mayor fiesta del consumismo sin renunciar a mi ADN sostenible.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/\" \/>\n<meta property=\"og:site_name\" content=\"DRA.H\u00d6PE'S\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-25T13:09:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/doctorahopes.com\/wp-content\/uploads\/2022\/11\/dra.hopes_blackfriday-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1707\" \/>\n\t<meta property=\"og:image:height\" content=\"2560\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Berta\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"Berta\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/\",\"url\":\"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/\",\"name\":\"Com sobreviure al Black Friday mantenint el meu ADN sostenible? - DRA.H\u00d6PE'S\",\"isPartOf\":{\"@id\":\"https:\/\/doctorahopes.com\/#website\"},\"datePublished\":\"2022-11-25T13:09:21+00:00\",\"dateModified\":\"2022-11-25T13:09:21+00:00\",\"author\":{\"@id\":\"https:\/\/doctorahopes.com\/#\/schema\/person\/a01bcfadc26c00674b0745d5ea4d0c3a\"},\"description\":\"C\u00f3mo pasar del Black Friday al White Friday o c\u00f3mo sobrevivir a la mayor fiesta del consumismo sin renunciar a mi ADN sostenible.\",\"breadcrumb\":{\"@id\":\"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/#breadcrumb\"},\"inLanguage\":\"ca\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/doctorahopes.com\/ca\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Com sobreviure al Black Friday mantenint el meu ADN sostenible?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/doctorahopes.com\/#website\",\"url\":\"https:\/\/doctorahopes.com\/\",\"name\":\"DRA.H\u00d6PE'S\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/doctorahopes.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"ca\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/doctorahopes.com\/#\/schema\/person\/a01bcfadc26c00674b0745d5ea4d0c3a\",\"name\":\"Berta\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ca\",\"@id\":\"https:\/\/doctorahopes.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/e6cd99752c2a868809aaf6f5c266a4c5?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/e6cd99752c2a868809aaf6f5c266a4c5?s=96&d=mm&r=g\",\"caption\":\"Berta\"},\"url\":\"https:\/\/doctorahopes.com\/ca\/author\/berta\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Com sobreviure al Black Friday mantenint el meu ADN sostenible? - DRA.H\u00d6PE'S","description":"C\u00f3mo pasar del Black Friday al White Friday o c\u00f3mo sobrevivir a la mayor fiesta del consumismo sin renunciar a mi ADN sostenible.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/","og_locale":"ca_ES","og_type":"article","og_title":"Com sobreviure al Black Friday mantenint el meu ADN sostenible? - DRA.H\u00d6PE'S","og_description":"C\u00f3mo pasar del Black Friday al White Friday o c\u00f3mo sobrevivir a la mayor fiesta del consumismo sin renunciar a mi ADN sostenible.","og_url":"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/","og_site_name":"DRA.H\u00d6PE'S","article_published_time":"2022-11-25T13:09:21+00:00","og_image":[{"width":1707,"height":2560,"url":"https:\/\/doctorahopes.com\/wp-content\/uploads\/2022\/11\/dra.hopes_blackfriday-scaled.jpg","type":"image\/jpeg"}],"author":"Berta","twitter_card":"summary_large_image","twitter_misc":{"Escrit per":"Berta","Temps estimat de lectura":"4 minuts"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/","url":"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/","name":"Com sobreviure al Black Friday mantenint el meu ADN sostenible? - DRA.H\u00d6PE'S","isPartOf":{"@id":"https:\/\/doctorahopes.com\/#website"},"datePublished":"2022-11-25T13:09:21+00:00","dateModified":"2022-11-25T13:09:21+00:00","author":{"@id":"https:\/\/doctorahopes.com\/#\/schema\/person\/a01bcfadc26c00674b0745d5ea4d0c3a"},"description":"C\u00f3mo pasar del Black Friday al White Friday o c\u00f3mo sobrevivir a la mayor fiesta del consumismo sin renunciar a mi ADN sostenible.","breadcrumb":{"@id":"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/#breadcrumb"},"inLanguage":"ca","potentialAction":[{"@type":"ReadAction","target":["https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/doctorahopes.com\/ca\/com-sobreviure-al-black-friday-mantenint-el-meu-adn-sostenible\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/doctorahopes.com\/ca\/"},{"@type":"ListItem","position":2,"name":"Com sobreviure al Black Friday mantenint el meu ADN sostenible?"}]},{"@type":"WebSite","@id":"https:\/\/doctorahopes.com\/#website","url":"https:\/\/doctorahopes.com\/","name":"DRA.H\u00d6PE'S","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/doctorahopes.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"ca"},{"@type":"Person","@id":"https:\/\/doctorahopes.com\/#\/schema\/person\/a01bcfadc26c00674b0745d5ea4d0c3a","name":"Berta","image":{"@type":"ImageObject","inLanguage":"ca","@id":"https:\/\/doctorahopes.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e6cd99752c2a868809aaf6f5c266a4c5?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e6cd99752c2a868809aaf6f5c266a4c5?s=96&d=mm&r=g","caption":"Berta"},"url":"https:\/\/doctorahopes.com\/ca\/author\/berta\/"}]}},"_links":{"self":[{"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/posts\/7507"}],"collection":[{"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/comments?post=7507"}],"version-history":[{"count":6,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/posts\/7507\/revisions"}],"predecessor-version":[{"id":7521,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/posts\/7507\/revisions\/7521"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/media\/7514"}],"wp:attachment":[{"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/media?parent=7507"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/categories?post=7507"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/tags?post=7507"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}