O que têm a ver os Serviços Secretos com o Luxo? Documentos agora desclassificados nos Estados Unidos, dizendo respeito à questão dos boatos, são motivo de análise da newsletter Luxury Society Weekly.Especialistas do Luxo dizem que as estratégias usadas pelos serviços secretos para propagarem um boato podem ser adaptadas para uso de grandes marcas, especialmente na criação das suas histórias, evitando erros comuns.
Segundo o documento até agora secreto, e passamos a citar:
Segundo o documento até agora secreto, e passamos a citar:
1. The successful rumor is easy to remember.
2. The successful rumor follows a stereotyped plot.
3. The successful rumor is a function of the momentary interests and circumstances of the group.
4. The successful rumor exploits the emotions and sentiments of the group.
5. The successful rumor is challenging…
Segundo os especialistas do Luxury Society Weekly, toda a estratégia explicada no documento em questão, é relevante para as marcas, especialmente para as de luxo:
1 – Too much information… Luxury brands often have such epic and detailed pasts that they struggle to select which parts of their heritage are the most interesting / viral among consumers. Facts and figures that most impress the management team are not always equally impressive for all consumers.
2 – The wrong delivery… Luxury brands often adopt a ‘history lesson’ approach, where they expect consumers to ‘learn’ the story of the brand. A better approached – as outlined in the military briefing – is to deliver information in a more fragmented but more compelling way.
3 – Unmythical facts… The most compelling information about a brand is an anecdote which provides a metaphor for the positioning of the brand; information that is correctly packaged to connect to a broader value. The “Suitability to task” section of the report explains that “slogan rumors” travel most quickly…
4 – All information is not equal. The ‘Making the rumor fit the channel’ section of the document is more important now than ever in our multi-media, fragmented marketing world…
O documento sobre boatos pode ser descarregado aqui.
2. The successful rumor follows a stereotyped plot.
3. The successful rumor is a function of the momentary interests and circumstances of the group.
4. The successful rumor exploits the emotions and sentiments of the group.
5. The successful rumor is challenging…
Segundo os especialistas do Luxury Society Weekly, toda a estratégia explicada no documento em questão, é relevante para as marcas, especialmente para as de luxo:
1 – Too much information… Luxury brands often have such epic and detailed pasts that they struggle to select which parts of their heritage are the most interesting / viral among consumers. Facts and figures that most impress the management team are not always equally impressive for all consumers.
2 – The wrong delivery… Luxury brands often adopt a ‘history lesson’ approach, where they expect consumers to ‘learn’ the story of the brand. A better approached – as outlined in the military briefing – is to deliver information in a more fragmented but more compelling way.
3 – Unmythical facts… The most compelling information about a brand is an anecdote which provides a metaphor for the positioning of the brand; information that is correctly packaged to connect to a broader value. The “Suitability to task” section of the report explains that “slogan rumors” travel most quickly…
4 – All information is not equal. The ‘Making the rumor fit the channel’ section of the document is more important now than ever in our multi-media, fragmented marketing world…
O documento sobre boatos pode ser descarregado aqui.
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