{"id":228,"date":"2015-09-17T16:12:40","date_gmt":"2015-09-17T16:12:40","guid":{"rendered":"https:\/\/workspace.cohnwolfe.is\/index.php\/2015\/09\/17\/strategisk-hugsun-skilar-arangri\/"},"modified":"2015-09-17T16:12:40","modified_gmt":"2015-09-17T16:12:40","slug":"strategisk-hugsun-skilar-arangri","status":"publish","type":"post","link":"https:\/\/workspace.cohnwolfe.is\/index.php\/2015\/09\/17\/strategisk-hugsun-skilar-arangri\/","title":{"rendered":"Strateg\u00edsk hugsun skilar \u00e1rangri"},"content":{"rendered":"

Heimur v\u00f6rumerkja hefur teki\u00f0 miklum breytingum \u00e1 s\u00ed\u00f0ustu t\u00edu \u00e1rum og stendur \u00fer\u00f3unin enn yfir. Stj\u00f3rnendur fyrirt\u00e6kja ver\u00f0a a\u00f0 fylgjast vel me\u00f0 til a\u00f0 missa ekki af lestinni.\u00a0<\/h4>\n

<\/p>\n

David Roth, framkv\u00e6mdastj\u00f3ri hj\u00e1 WPP, segir \u00ed lei\u00f0ara s\u00ednum a\u00f0 Brandz-v\u00f6rumerkjask\u00fdrslunni<\/a> sem kom \u00fat \u00ed vor, a\u00f0 s\u00fa breyting sem hafi \u00e1tt s\u00e9r sta\u00f0 sk\u00fdrist \u00f6\u00f0ru fremur af fj\u00e1rm\u00e1lakreppunni sem skall \u00e1 af miklum \u00feunga \u00e1ri\u00f0 2008 og t\u00e6knibyltingunni \u00e1 sama t\u00edma.\u00a0<\/p>\n

\u00cd fyrsta lagi leiddi fj\u00e1rm\u00e1lakreppan til \u00feess a\u00f0 neytendur eru varari um sig en \u00e1\u00f0ur og hugsa sig vel um \u00e1\u00f0ur en \u00feeir taka upp veski\u00f0. \u00deeir hugsa meira um g\u00e6\u00f0i vara en \u00e1\u00f0ur og samf\u00e9lagslegrar \u00e1byrg\u00f0ar fyrirt\u00e6kja.\u00a0<\/p>\n

Neytendur sem hafa t\u00e6knina \u00e1 valdi s\u00ednu geta valdi\u00f0 or\u00f0spori fyrirt\u00e6kja hnekki \u00e1 mj\u00f6g sk\u00f6mmum t\u00edma. Af \u00feeim s\u00f6kum m\u00e1, a\u00f0 mati Roth, l\u00edta svo \u00e1 a\u00f0 t\u00e6knibyltingin veiti fyrirt\u00e6kjum a\u00f0hald \u00e1 sama t\u00edma og allir vegir s\u00e9u \u00feeim f\u00e6rir sem fylgjast vel me\u00f0 \u00ed \u00fer\u00f3un t\u00e6knim\u00e1la.\u00a0<\/p>\n

Gamli t\u00edminn og n\u00fdi t\u00edminn<\/h3>\n

Roth rifjar upp byltinguna \u00e1 \u00feeim t\u00edu \u00e1rum sem li\u00f0in eru s\u00ed\u00f0an Brandz-listinn var tekinn saman \u00ed fyrsta sinn. \u00de\u00e1 var sm\u00e1s\u00f6lurisinn WalMart \u00e1 me\u00f0al ver\u00f0m\u00e6tustu v\u00f6rumerkja \u00ed heimi. N\u00fa hefur or\u00f0i\u00f0 s\u00e6taskipan \u00e1 \u00fev\u00ed t\u00e6knifyrirt\u00e6ki\u00f0 Alibaba, sem kom inn \u00e1 Brandz-listann \u00ed fyrsta sinn \u00e1 \u00feessu \u00e1ri, og netverslunin Amazon eru or\u00f0in ver\u00f0m\u00e6tari. Roth vekur s\u00e9rstaka athygli \u00e1 \u00fev\u00ed a\u00f0 hvorki Alibaba n\u00e9 Amazon reka eiginlega verslun sem h\u00e6gt s\u00e9 a\u00f0 ganga inn \u00ed eins og WalMart.\u00a0<\/p>\n

Strateg\u00edsk hugsun mikilv\u00e6g<\/h3>\n

Roth nefnir nokkra \u00fe\u00e6tti sem auka ver\u00f0m\u00e6ti v\u00f6rumerkja. \u00dear \u00e1 me\u00f0al er stragteg\u00edsk hugsun, \u00fathugsu\u00f0 marka\u00f0sf\u00e6rsla v\u00f6rumerkis, m\u00f6rkun s\u00e9rst\u00f6\u00f0u \u00feess og trygg\u00f0 vi\u00f0 \u00fea\u00f0. Roth leggur s\u00e9rstaka \u00e1herslu \u00e1 mikilv\u00e6gi \u00feess a\u00f0 neytendur geti treyst v\u00f6rumerkjum og fyrirt\u00e6kjum.\u00a0<\/p>\n

Leita\u00f0u til Cohn & Wolfe<\/h3>\n

Helstu ni\u00f0urst\u00f6\u00f0ur Brandz-sk\u00fdrslunnar eru \u00fe\u00e6r a\u00f0 \u00ed har\u00f0ri samkeppni og \u00e1 t\u00edmum fl\u00f3kinna skilabo\u00f0a ver\u00f0i stj\u00f3rnendur fyrirt\u00e6kja a\u00f0 leita n\u00fdrrar hugsunar til a\u00f0 festa v\u00f6rumerki \u00ed sessi. Lei\u00f0in felst \u00ed n\u00fdjum almannatengslum og samh\u00e6fingu allrar bo\u00f0mi\u00f0lunar innan fyrirt\u00e6kisins. Hagr\u00e6\u00f0i felst \u00ed samh\u00e6f\u00f0ri bo\u00f0mi\u00f0lun.\u00a0<\/p>\n

Samh\u00e6f\u00f0 bo\u00f0mi\u00f0lun<\/a> (e. integrated corporate governance communications) er heildr\u00e6n og mi\u00f0l\u00e6g st\u00fdring allra skilabo\u00f0a fyrirt\u00e6kisins, sem dregur \u00far misv\u00edsun skilabo\u00f0a.\u00a0<\/p>\n

Tilgangurinn me\u00f0 samh\u00e6f\u00f0ri bo\u00f0mi\u00f0un er a\u00f0 n\u00e1 sam\u00fe\u00e6ttingu firmamerkis e\u00f0a v\u00f6rumerkis (e. brand integration). Sam\u00fe\u00e6tting n\u00e6st \u00feegar upplifun vi\u00f0skiptavina er samskonar hven\u00e6r og hvar sem \u00feeir m\u00e6ta merkinu og er hi\u00f0 endanlega markmi\u00f0 bo\u00f0mi\u00f0lunararkitekt\u00farsins (e. communication architecture).\u00a0<\/span><\/p>\n

Kynntu \u00fe\u00e9r r\u00e1\u00f0gj\u00f6f Cohn & Wolfe, lestu \u00falfasl\u00f3\u00f0ina og sj\u00e1\u00f0u hvernig kaup \u00e1 r\u00e1\u00f0gj\u00f6f s\u00e9rfr\u00e6\u00f0inga getur fest fyrirt\u00e6ki\u00f0 \u00feitt \u00ed sessi. Haf\u00f0u samband.<\/p>\n","protected":false},"excerpt":{"rendered":"

Heimur v\u00f6rumerkja hefur teki\u00f0 miklum breytingum \u00e1 s\u00ed\u00f0ustu t\u00edu \u00e1rum og stendur \u00fer\u00f3unin enn yfir. Stj\u00f3rnendur fyrirt\u00e6kja ver\u00f0a a\u00f0 fylgjast vel me\u00f0 til a\u00f0 missa ekki af lestinni.\u00a0<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[14],"tags":[],"_links":{"self":[{"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/posts\/228"}],"collection":[{"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/comments?post=228"}],"version-history":[{"count":0,"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/posts\/228\/revisions"}],"wp:attachment":[{"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/media?parent=228"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/categories?post=228"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/workspace.cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/tags?post=228"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}