{"id":1320,"date":"2019-02-19T20:53:02","date_gmt":"2019-02-19T20:53:02","guid":{"rendered":"http:\/\/www.taktikee.com\/?p=1320"},"modified":"2019-10-23T20:56:40","modified_gmt":"2019-10-23T20:56:40","slug":"la-transparencia-es-la-mejor-estrategia","status":"publish","type":"post","link":"https:\/\/www.taktikee.com\/?p=1320","title":{"rendered":"La transparencia es la mejor estrategia"},"content":{"rendered":"

Hace algunas d\u00e9cadas las empresas pod\u00edan moldear la percepci\u00f3n del p\u00fablico sobre su marca con fuertes inversiones en publicidad y relaciones p\u00fablicas. Nadie sab\u00eda realmente qu\u00e9 suced\u00eda puertas adentro y tampoco hab\u00eda la necesidad, los consumidores estaban enfocados en el producto.<\/p>\n

A medida que la comunicaci\u00f3n, la tecnolog\u00eda y la conciencia social van en aumento, los consumidores ya no son solo receptores de mensajes, ahora son investigadores, reporteros y jueces. El consumidor actual basa su decisi\u00f3n de compra en la informaci\u00f3n que le llega o la que ha investigado sobre los valores de una marca y sus pr\u00e1cticas sociales.<\/p>\n

United Airlines, 2017<\/h3>\n

Un caso muy recordado fue\u00a0<\/span>el esc\u00e1ndalo de United Airlines<\/a>, en donde tras haber sobrevendido un vuelo y no poder encontrar voluntarios para quedarse en tierra, la aerol\u00ednea \u00a0sac\u00f3 a la fuerza a un pasajero, produci\u00e9ndole incluso lesiones f\u00edsicas. Todo el suceso fue grabado por otros pasajeros y en cuesti\u00f3n de minutos la marca estaba sumergida en un crisis de reputaci\u00f3n que sum\u00f3 algunosotros errores<\/a>, entre estos, la reacci\u00f3n de su CEO, quien en un primer momento intent\u00f3 responsabilizar al pasajero por tener una mala actitud y no cumplir las \u00f3rdenes de la tripulaci\u00f3n.<\/p>\n

Sin duda alguna, ahora es muy dif\u00edcil sostener un discurso de marca que no vaya acorde a la realidad, y muy arriesgado adem\u00e1s. \u00a0Sin embargo, bajo esta presi\u00f3n de ser aceptados por los nuevos consumidores, las empresas a\u00fan intentan mantener fachadas, que se perciben como poco aut\u00e9nticas.<\/p>\n

Gillette, 2019<\/h3>\n

En enero de este a\u00f1o, la marca Gillette fue el centro del debate en redes sociales tras lanzar su comercial\u00a0<\/span>\u201cCreemos: el mejor hombre que puedes ser\u201d (We believe: the best men can be)<\/a>, criticando el \u201cmachismo t\u00f3xico\u201d en un momento de coyuntura social frente a este tema.\u00a0<\/span><\/p>\n

El mensaje de esta pieza caus\u00f3 pol\u00e9mica y reacciones variadas, sin embargo, llam\u00f3 la atenci\u00f3n la apreciaci\u00f3n de la columnista de Vanity Fair Espa\u00f1a, Carmen Pacheco quien resalt\u00f3 el cambio de discurso de la compa\u00f1\u00eda de un a\u00f1o a otro.<\/p>\n

\u201cEn 2018 Gillette nos estaba vendiendo cuchillas con la idea de que \u2018en 5 minutos est\u00e1s lista\u2019 porque sin depilar obviamente no puedes salir. En 2019 est\u00e1n hablando de masculinidad t\u00f3xica. Estamos viviendo tiempos interesantes\u201d.\u00a0<\/span>Mira el tweet original.\u00a0<\/span><\/a><\/p>\n

En Taktikee, asesoramos a nuestros clientes para que el discurso de su empresa sea siempre coherente con las acciones que \u00e9sta realiza, porque una mentira revelada p\u00fablicamente puede arruinar su reputaci\u00f3n a veces de manera irreparable; este ya no es un mercado de fieles consumidores, sino de consumidores exigentes. Seg\u00fan el estudio de\u00a0<\/span>Meaningful Brands de Havas Group<\/a>, la mayor parte de consumidores no les importar\u00eda si el 74% de las marcas desaparecieran ma\u00f1ana.\u00a0<\/span><\/p>\n

Sin embargo, hay muchas manera para ganar la admiraci\u00f3n de este mercado sin enmascararse; ahora debemos ser aut\u00e9nticos y fieles a ese principio corporativo que motiv\u00f3 el negocio desde el primer d\u00eda, y saber identificar las noticias positivas dentro de la organizaci\u00f3n para poder comunicarlas con transparencia.<\/p>\n<\/body>","protected":false},"excerpt":{"rendered":"

Hace algunas d\u00e9cadas las empresas pod\u00edan moldear la percepci\u00f3n del p\u00fablico sobre su marca con fuertes inversiones en publicidad y relaciones p\u00fablicas. Nadie sab\u00eda realmente […]<\/a><\/p>\n","protected":false},"author":5,"featured_media":1321,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[147,19],"tags":[65,74,175,61,148,2,53,3,87,115],"class_list":["post-1320","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trend_topics","category-relaciones_publicas","tag-agencia-de-relaciones-publicas","tag-estrategia","tag-gillette","tag-mejor-agencia","tag-pr","tag-relaciones-publicas","tag-rrpp","tag-taktikee","tag-ttk","tag-united-airlines"],"yoast_head":"\nLa transparencia es la mejor estrategia - Taktikee<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.taktikee.com\/la-transparencia-es-la-mejor-estrategia\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La transparencia es la mejor estrategia - Taktikee\" \/>\n<meta property=\"og:description\" content=\"Hace algunas d\u00e9cadas las empresas pod\u00edan moldear la percepci\u00f3n del p\u00fablico sobre su marca con fuertes inversiones en publicidad y relaciones p\u00fablicas. 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