{"id":916,"date":"2016-03-09T14:59:00","date_gmt":"2016-03-09T14:59:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2016\/03\/09\/conferencia-brandempatia-o-la-necesidad-de-humanizar-las-marcas-por-sebastian-fernandez-de-lara\/"},"modified":"2016-03-09T14:59:00","modified_gmt":"2016-03-09T14:59:00","slug":"conferencia-brandempatia-o-la-necesidad-de-humanizar-las-marcas-por-sebastian-fernandez-de-lara","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/conferencia-brandempatia-o-la-necesidad-de-humanizar-las-marcas-por-sebastian-fernandez-de-lara\/","title":{"rendered":"Confer\u00e8ncia \u201cBrandempatia o la necessitat d&#039;humanitzar les marques\u201d per Sebasti\u00e1n Fern\u00e1ndez de Lara"},"content":{"rendered":"<div><span style=\"font-size: 10pt;\"><span style=\"color: #cccccc; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\">A finals del 2015, es va dur a terme el <b>II F\u00f2rum AECC<\/b> \u201cnous escenaris, nous reptes\u201d, a Madrid, on <b>Sebasti\u00e1n Fern\u00e1ndez de Lara, Soci Director de Hamilton<\/b>, exposa una interessant confer\u00e8ncia titulada <i>\u201c<b>brandempatia<\/b>o la necessitat d&#039;humanitzar les marques\u201d<\/i>, la qual es desenvolupa sota el context de l&#039;exist\u00e8ncia d&#039;\u201cun nou consumidor o una nova manera de consumir\u201d.<o:p><\/o:p><\/span><\/span><\/div>\n<div><span style=\"color: #cccccc;\"><br \/><\/span><\/div>\n<div><span style=\"color: #cccccc; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><span style=\"font-size: 10pt;\">Reflexiona d&#039;una manera visual sobre el que reclama avui el consumidor a una marca o centre comercial perqu\u00e8 formi part la seva vida, en qu\u00e8 es basen les seves decisions d&#039;elecci\u00f3, si els exigeix m\u00e9s que una bona experi\u00e8ncia de compra, qu\u00e8 import\u00e0ncia tenim nosaltres com a empleats en tot aquest proc\u00e9s.<\/span><span style=\"color: #595959;\"><o:p><\/o:p><\/span><\/span><\/div>\n<div><span style=\"color: #cccccc;\"><br \/><\/span><\/div>\n<div><span style=\"color: #cccccc; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><span style=\"font-size: 10pt;\">Exposa com el consumidor forma part d&#039;una societat amb qu\u00e8 comparteix una s\u00e8rie de valors que cerca tamb\u00e9 a les marques per poder-s&#039;hi identificar, a trav\u00e9s de les quals expressar-se<\/span><span style=\"color: #595959;\">. <\/span><span style=\"font-size: 10pt;\">I com<\/span><span style=\"color: #595959;\"> <\/span><span style=\"font-size: 10pt;\">les empreses no podran vendre les seves marques als consumidors sin\u00f3 que s\u00f3n capa\u00e7os d&#039;empatitzar amb la societat on es desenvolupen. Parla de la brandempatia com la resposta a la necessitat d&#039;humanitzaci\u00f3 que la societat i el consumidor exigeixen a una marca perqu\u00e8 formi part de la seva vida, per creure-hi i fer-la seva.<\/span><span style=\"color: #595959;\"><o:p><\/o:p><\/span><\/span><\/div>\n<div><span style=\"color: #cccccc;\"><br \/><\/span><\/div>\n<div><span style=\"font-size: 10pt;\"><span style=\"color: #cccccc; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\">S&#039;acaba q\u00fcestionant sobre el futur del retail per concloure que l&#039;orientaci\u00f3 a les persones ja no \u00e9s una opci\u00f3 sin\u00f3 l&#039;\u00fanic cam\u00ed possible. Sebasti\u00e1n diu que s\u00ed al futur, a trav\u00e9s de la tecnologia, de la innovaci\u00f3, la imaginaci\u00f3 i la investigaci\u00f3, per\u00f2 remarca que perqu\u00e8 una marca creixi i evolucioni en la societat actual seran necess\u00e0ries moltes dosis d&#039;humilitat, humanitat i gran sentit de l&#039;humor .<\/span><span style=\"color: #595959; font-family: &quot;univers&quot;;\"><o:p><\/o:p><\/span><\/span><\/div>\n<div><span style=\"color: #595959; font-size: 10pt;\"><span style=\"font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><br \/><\/span><\/span><\/div>\n<div><span style=\"color: #595959; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><span style=\"font-size: 13.3333px;\"><iframe allowfullscreen=\"\" frameborder=\"0\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/SfPb2YSfD5w\" width=\"560\"><\/iframe><\/span><\/span><\/div>\n<div><span style=\"color: #595959; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><span style=\"font-size: 13.3333px;\"><br \/><\/span><\/span><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>A finals del 2015, es va dur a terme el II F\u00f2rum AECC \u201cnous escenaris, nous reptes\u201d, a Madrid, on Sebasti\u00e1n Fern\u00e1ndez de Lara, Soci Director de Hamilton, exposa una interessant confer\u00e8ncia titulada \u201cbrandempatia o la necessitat d&#039;humanitzar les marques\u201d, la qual es desenvolupa sota el context de l&#039;exist\u00e8ncia<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Conferencia \u201cBrandempat\u00eda o la necesidad de 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