{"id":16165,"date":"2024-02-16T13:00:30","date_gmt":"2024-02-16T11:00:30","guid":{"rendered":"https:\/\/egn.com\/fi\/?p=16165"},"modified":"2025-03-19T13:17:14","modified_gmt":"2025-03-19T11:17:14","slug":"brandays-miksi-tarina-luo-legendan","status":"publish","type":"post","link":"https:\/\/egn.com\/fi\/nakokulmat\/brandays-miksi-tarina-luo-legendan\/","title":{"rendered":"Br\u00e4nd\u00e4ys: Miksi tarina luo legendan"},"content":{"rendered":"\t\t
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Gair Maxwell, br\u00e4ndiasiantuntija, on ratkaissut koodin tehd\u00e4kseen mist\u00e4 tahansa br\u00e4ndist\u00e4 legendaarisen. Kyse on tarinan luomisesta.<\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\u201dKun Mona Lisa riippui Louvressa noin 114 vuotta sitten vuonna 1910, h\u00e4neen ei kiinnitetty paljon huomiota. Mutta se muuttui vain vuotta my\u00f6hemmin, kun tapahtui jotain poikkeuksellista.” Gair Maxwell kertoo.<\/em><\/p>

Ennen kuin h\u00e4n paljastaa, mit\u00e4 tapahtui Mona Lisalle vuonna 1911, h\u00e4n korostaa, ett\u00e4 vaikka t\u00e4m\u00e4 tapahtuma oli todellakin poikkeuksellinen, se toimii my\u00f6s yleisen\u00e4 esimerkkin\u00e4 siit\u00e4, miten legendaariset br\u00e4ndit luodaan.<\/p>

”Kuten monet teist\u00e4 ehk\u00e4 jo tiesiv\u00e4tkin, Mona Lisa varastettiin vuonna 1911. T\u00e4m\u00e4 nousi otsikoihin sanomalehdiss\u00e4 ymp\u00e4ri maailmaa ja l\u00e4hetti pienen maalauksen t\u00e4hteyteen. Toisin sanoen, siit\u00e4 syntyi tarina.”<\/em><\/p>

Gair Maxwell on br\u00e4ndiasiantuntija, ja h\u00e4n on auttanut kaikenkokoisia yrityksi\u00e4 rakentamaan br\u00e4ndi-identiteetti\u00e4\u00e4n. Asiantuntijana h\u00e4n tiet\u00e4\u00e4, etteiv\u00e4t kaikki yritykset voi olla yht\u00e4 onnekkaita kuin Louvren museo. Se, ett\u00e4 suuri taidery\u00f6st\u00f6 vet\u00e4\u00e4 maailman huomion suoraan niiden syliin, on poikkeuksellisen harvinaista, mutta konsepti on silti sovellettavissa mihin tahansa yritykseen, h\u00e4n toteaa.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Kaksi tapaa tulla legendaksi<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Ensimm\u00e4inen tapa tulla legendaksi on kuin Mona Lisan ry\u00f6st\u00f6, jossa tarina tapahtuu sinulle. T\u00e4t\u00e4 on l\u00e4hes mahdotonta ennustaa tai saada tapahtumaan, mutta on toinenkin tapa, Maxwell toteaa.<\/p>

”Sinulla on valta saada tarina tapahtumaan sinulle. On paljon esimerkkej\u00e4 siit\u00e4, miten br\u00e4ndit luovat itsens\u00e4. Mutta se vaatii luovuutta, rohkeutta ja kovaa ty\u00f6t\u00e4.”<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Moose Jaw Saskatchewan<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Yksi Maxwellsin suosikkiesimerkkej\u00e4 oman identiteettins\u00e4 luomisesta on Kanadan kylm\u00e4st\u00e4 pohjoisesta. Maxwell ty\u00f6skenteli Moose Jaw Saskatchewan -nimisen pikkukaupungin pormestarin kanssa.<\/p>

”Moose Jaw Saskatchewan loi oman tarinansa rakentamalla maailman korkeimman hirvipatsaan ja k\u00e4ym\u00e4ll\u00e4 sitten ”sotaa” norjalaisen kaupungin kanssa, joka v\u00e4itti rakentaneensa korkeamman.”<\/em><\/p>

Niin oudolta kuin se kuulostaakin, t\u00e4m\u00e4 taktiikka toimi.<\/p>

”Mediahuomio synnytti Moose Jaw’lle uuden identiteetin ja br\u00e4ndin, jonka varaan se on rakentunut. Kaupunki on kasvanut hullun lailla siit\u00e4 l\u00e4htien. Tarina toi heid\u00e4t kartalle, yritykset ja ihmiset liikkuvat sinne vauhdilla, jollaista ei ole koskaan ollut tuolla alueella.”<\/em><\/p>

Katso Gair Maxwellsin ”Big Little Heroes” -konseptin traileri t\u00e4\u00e4lt\u00e4. <\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Haasta nykytila<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Jokainen legenda saa alkunsa yhdest\u00e4 hetkest\u00e4. Niiden syntytavoissa on kuitenkin yht\u00e4l\u00e4isyyksi\u00e4, mik\u00e4 tarkoittaa, ett\u00e4 ne ovat kopioitavissa. Johtajien on ymm\u00e4rrett\u00e4v\u00e4 t\u00e4m\u00e4 ja alettava haastaa perinteinen tapa rakentaa br\u00e4ndi\u00e4.<\/p>

”Jos teet vain niin kuin kaikki muutkin, sinusta ei koskaan tule legendaa tai alasi huippuyrityst\u00e4. Tuotteitasi ja hintojanne korostavien mainosten tekeminen vie sinut vain johonkin pisteeseen sakka. Legendaksi tuleminen vaatii ajattelemaan laatikon ulkopuolella.”<\/p>

Kun Gair Maxwells palkataan ty\u00f6skentelem\u00e4\u00e4n mink\u00e4 tahansa organisaation br\u00e4ndity\u00f6n parissa, h\u00e4n aloittaa aina etsim\u00e4ll\u00e4 tarinaa ja sit\u00e4, miten se tulisi kertoa.<\/p>

”Tarinankerronnan k\u00e4ytt\u00f6 on ehdottoman t\u00e4rke\u00e4\u00e4, kun rakennetaan br\u00e4ndi-identiteetti\u00e4, josta voi tulla legendaarinen.”<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Kuule lis\u00e4\u00e4 webinaarissa<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Jos olet utelias selvitt\u00e4m\u00e4\u00e4n Maxwellin salaisuuden br\u00e4ndipotentiaalisi vapauttamiseksi, sinun kannattaa ilmoittautua h\u00e4nen EGN-webinaariinsa.<\/p>

Webinaari j\u00e4rjestet\u00e4\u00e4n 22. helmikuuta. Ilmoittaudu mukaan t\u00e4\u00e4ll\u00e4.<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Gair Maxwell, br\u00e4ndiasiantuntija, on ratkaissut koodin tehd\u00e4kseen mist\u00e4 tahansa br\u00e4ndist\u00e4 legendaarisen. Kyse on tarinan luomisesta. \u201dKun Mona Lisa riippui Louvressa noin 114 vuotta sitten vuonna 1910, h\u00e4neen ei kiinnitetty paljon huomiota. Mutta se muuttui vain vuotta my\u00f6hemmin, kun tapahtui jotain poikkeuksellista.” Gair Maxwell kertoo. Ennen kuin h\u00e4n paljastaa, mit\u00e4 tapahtui Mona Lisalle vuonna 1911, h\u00e4nJatka lukemista ”Br\u00e4nd\u00e4ys: Miksi tarina luo legendan”<\/span><\/a><\/p>\n","protected":false},"author":17,"featured_media":16166,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[311],"tags":[],"class_list":["post-16165","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nakokulmat"],"acf":[],"yoast_head":"Br\u00e4nd\u00e4ys: Miksi tarina luo legendan | EGN Suomi<\/title>\n<meta name=\"description\" content=\"Gair Maxwell, br\u00e4ndiasiantuntija, on ratkaissut koodin tehd\u00e4kseen mist\u00e4 tahansa br\u00e4ndist\u00e4 legendaarisen. 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