{"id":24956,"date":"2023-02-14T13:00:51","date_gmt":"2023-02-14T16:00:51","guid":{"rendered":"https:\/\/feninjer.com.br\/?p=24956"},"modified":"2023-02-14T11:39:42","modified_gmt":"2023-02-14T14:39:42","slug":"a-sua-marca-vende-um-sonho","status":"publish","type":"post","link":"https:\/\/feninjer.com.br\/?p=24956","title":{"rendered":"A sua marca vende um sonho?"},"content":{"rendered":"<h4><em>A \u00fanica coisa que torna o luxo fundamentalmente diferente \u00e9 a capacidade de criar valor extremo para os clientes. Por isso, as empresas precisam especificar qual sonho vendem e como realiz\u00e1-lo.<\/em><\/h4>\n<figure id=\"attachment_24957\" aria-describedby=\"caption-attachment-24957\" style=\"width: 586px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-24957\" src=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2023\/02\/portal-5.png\" alt=\"\" width=\"586\" height=\"416\" srcset=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2023\/02\/portal-5.png 586w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2023\/02\/portal-5-360x256.png 360w\" sizes=\"(max-width: 586px) 100vw, 586px\" \/><figcaption id=\"caption-attachment-24957\" class=\"wp-caption-text\"><a href=\"https:\/\/br.freepik.com\/fotos-gratis\/close-up-da-mao-do-vendedor-em-luvas-mostra-o-relogio-masculino-exclusivo-da-nova-colecao-na-joalheria-de-luxo_28992990.htm#query=luxury%20consume&amp;position=0&amp;from_view=search&amp;track=ais\">Imagem de fxquadro<\/a> no Freepik<\/figcaption><\/figure>\n<p>Marcas que usam bord\u00f5es como \u201cvender um sonho\u201d dependem demais do design ou de materiais, na esperan\u00e7a de se diferenciar. Mas apenas alguns realmente se destacam.<\/p>\n<p>A mente humana constantemente faz compara\u00e7\u00f5es com pontos de refer\u00eancia. Portanto, se uma marca entrega fundamentalmente o que as outras oferecem, os clientes sempre optar\u00e3o pela op\u00e7\u00e3o mais econ\u00f4mica. Isso desencadeia uma corrida contraproducente, promo\u00e7\u00f5es de pre\u00e7os ou outras t\u00e1ticas, resultando em uma situa\u00e7\u00e3o em que as marcas destroem valor consistentemente, muitas vezes a um ponto sem retorno.<\/p>\n<p>A \u00fanica coisa que torna o luxo fundamentalmente diferente \u00e9 a capacidade de criar valor extremo para os clientes. O valor extremo depende de causar um impacto significativo, inspirar pessoas, tocar suas vidas e mud\u00e1-las.<\/p>\n<p>As marcas que mais agregam valor s\u00e3o como influenciadores culturais, eles criam desejo por causa da conex\u00e3o emocional significativa que desencadeiam. A capacidade de instigar uma forte resposta emocional depende de uma hist\u00f3ria que precisa ser clara e diferente o suficiente das hist\u00f3rias concorrentes, al\u00e9m de ser relevante e aut\u00eantica.<\/p>\n<p>A maioria das marcas carecem de v\u00e1rios desses crit\u00e9rios. Os clientes est\u00e3o se tornando cada vez mais cr\u00edticos sobre as hist\u00f3rias das marcas de luxo, ent\u00e3o o mar de mesmice representar\u00e1 cada vez mais um risco maior.<\/p>\n<p>Desta forma, em vez de vender um sonho (o que todas as marcas de luxo fazem), as marcas precisam especificar qual sonho vendem e como realiz\u00e1-lo.<\/p>\n<p><strong>Fonte: Instituto do Luxo, fundado por Malu Albertotti<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A \u00fanica coisa que torna o luxo fundamentalmente diferente \u00e9 a capacidade de criar valor extremo para os clientes. Por isso, as empresas precisam especificar qual sonho vendem e como realiz\u00e1-lo. Marcas que usam bord\u00f5es como \u201cvender um sonho\u201d dependem demais do design ou de materiais, na esperan\u00e7a de se diferenciar. Mas apenas alguns realmente [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":24957,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","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":"","ast-disable-related-posts":"","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":"var(--ast-global-color-4)","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":"","_links_to":"","_links_to_target":""},"categories":[102,6],"tags":[195,4159,212],"class_list":["post-24956","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacao-e-marketing","category-gestao","tag-luxo","tag-sonho","tag-storytelling"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A sua marca vende um sonho? - FENINJER+ 2026 | A Maior Feira de Joias da Am\u00e9rica Latina<\/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:\/\/feninjer.com.br\/?p=24956\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A sua marca vende um sonho? - FENINJER+ 2026 | A Maior Feira de Joias da Am\u00e9rica Latina\" \/>\n<meta property=\"og:description\" content=\"A \u00fanica coisa que torna o luxo fundamentalmente diferente \u00e9 a capacidade de criar valor extremo para os clientes. 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