{"id":520,"date":"2020-04-10T16:54:53","date_gmt":"2020-04-10T16:54:53","guid":{"rendered":"https:\/\/buenapresencia.es\/?p=520"},"modified":"2020-04-10T16:54:53","modified_gmt":"2020-04-10T16:54:53","slug":"la-comunicacion-y-el-mensaje-de-las-marcas-ante-la-crisis","status":"publish","type":"post","link":"https:\/\/fdev.es\/en\/la-comunicacion-y-el-mensaje-de-las-marcas-ante-la-crisis\/","title":{"rendered":"La comunicaci\u00f3n y el mensaje de las marcas ante la crisis"},"content":{"rendered":"<p>En etapas cr\u00edticas de la sociedad, la forma en que se usa<strong> la comunicaci\u00f3n trata de profundizar en los sentimientos de empat\u00eda y compromiso<\/strong> e intenta usar un lenguaje de respeto y transmitir un claro <strong>mensaje de \u00e1nimo<\/strong>.<\/p>\n\n\n\n<p>Estamos viviendo un periodo sin precedentes de la vida moderna tal y como la conocemos. Y de entre todo lo que perderemos, ganaremos la experiencia y aprenderemos tanto de los errores como de los aciertos. Solo ahora <strong>podemos experimentar de primera mano las reacciones y el comportamiento de instituciones, empresas y marcas<\/strong> ante un suceso hist\u00f3rico de consecuencias devastadoras. <\/p>\n\n\n\n<p>Estamos viendo c\u00f3mo grandes entidades cambian su forma de comunicarse, incluso cuando su mismo personal se ha visto afectado. Podemos observar y analizar los discursos de los pol\u00edticos y la mesura con la que intentan dejar de hacer oposici\u00f3n y mantener el respeto, aunque no siempre lo consigan.&nbsp;<\/p>\n\n\n\n<p>Tambi\u00e9n estamos pudiendo observar a corporaciones que abarcan gran parte del mercado del pa\u00eds solidarizarse y prestar su ayuda mediante servicios y donaciones. Sin dejar de lado su buena intenci\u00f3n, estas instituciones <strong>saldr\u00e1n reforzadas<\/strong> en lo que al crecimiento de la marca y sus valores se refiere.<\/p>\n\n\n\n<p>Aqu\u00ed os dejamos <strong>una seleccion de mensajes<\/strong> usados como <em>claims<\/em> y <em>hashtags<\/em> que est\u00e1n usando grandes empresas y un spot de Bankinter que ilustra muy bien lo explicado:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Renfe, \u201cSiempre hay luz al final del t\u00fanel\u201d<\/li><li>Endesa, \u201cQue no nos falte la energ\u00eda\u201d<\/li><li>Youtube, \u201cQu\u00e9date en casa conmigo\u201d<\/li><li>Banco Santander, \u201cQueremos volver a estar juntos\u201d<\/li><li>Movistar, \u201cSeguimos conectados\u201d<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"ast-oembed-container\" style=\"height: 100%;\"><iframe title=\"[ANUNCIO 2020] Bankinter. El banco que ve el dinero como lo ves t\u00fa.\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/fBXWTXHmWnk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>","protected":false},"excerpt":{"rendered":"<p>En etapas cr\u00edticas de la sociedad, la forma en que se usa la comunicaci\u00f3n trata de profundizar en los sentimientos de empat\u00eda y compromiso e intenta usar un lenguaje de respeto y transmitir un claro mensaje de \u00e1nimo. Estamos viviendo un periodo sin precedentes de la vida moderna tal y como la conocemos. Y de [&hellip;]<\/p>","protected":false},"author":1,"featured_media":526,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[85,86],"tags":[],"class_list":["post-520","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-comunicacion"],"acf":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"trp-custom-language-flag":false,"woocommerce_thumbnail":false,"woocommerce_single":false,"woocommerce_gallery_thumbnail":false},"uagb_author_info":{"display_name":"Juan Fern\u00e1ndez M.","author_link":"https:\/\/fdev.es\/en\/author\/juanfz\/"},"uagb_comment_info":1,"uagb_excerpt":"En etapas cr\u00edticas de la sociedad, la forma en que se usa la comunicaci\u00f3n trata de profundizar en los sentimientos de empat\u00eda y compromiso e intenta usar un lenguaje de respeto y transmitir un claro mensaje de \u00e1nimo. Estamos viviendo un periodo sin precedentes de la vida moderna tal y como la conocemos. Y de&hellip;","_links":{"self":[{"href":"https:\/\/fdev.es\/en\/wp-json\/wp\/v2\/posts\/520","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fdev.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fdev.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fdev.es\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fdev.es\/en\/wp-json\/wp\/v2\/comments?post=520"}],"version-history":[{"count":0,"href":"https:\/\/fdev.es\/en\/wp-json\/wp\/v2\/posts\/520\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fdev.es\/en\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/fdev.es\/en\/wp-json\/wp\/v2\/media?parent=520"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fdev.es\/en\/wp-json\/wp\/v2\/categories?post=520"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fdev.es\/en\/wp-json\/wp\/v2\/tags?post=520"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}