{"id":11089,"date":"2024-02-19T16:44:06","date_gmt":"2024-02-19T14:44:06","guid":{"rendered":"https:\/\/egn.com\/se\/?p=11089"},"modified":"2024-02-27T12:45:39","modified_gmt":"2024-02-27T10:45:39","slug":"berattelser-skapar-varumarkeslegender","status":"publish","type":"post","link":"https:\/\/egn.com\/se\/berattelser-skapar-varumarkeslegender\/","title":{"rendered":"Ber\u00e4ttelser skapar varum\u00e4rkeslegender"},"content":{"rendered":"
Gair Maxwell, varum\u00e4rkesexpert, har kn\u00e4ckt koden f\u00f6r att g\u00f6ra vilket varum\u00e4rke som helst legendariskt. Det handlar om att skapa en ber\u00e4ttelse.<\/strong><\/h5>\n

”N\u00e4r Mona Lisa h\u00e4ngde i Louvren f\u00f6r cirka 114 \u00e5r sedan, 1910, fanns d\u00e4r inte mycket uppm\u00e4rksamhet f\u00f6r henne. Men det f\u00f6r\u00e4ndrades bara ett \u00e5r senare, efter att n\u00e5got extraordin\u00e4rt h\u00e4nde,\u201d<\/p><\/blockquote>\n

Men innan Gair avsl\u00f6jar vad som h\u00e4nde med Mona Lisa 1911, understryker han att \u00e4ven om denna h\u00e4ndelse verkligen var extraordin\u00e4r fungerar den ocks\u00e5 som ett allm\u00e4nt exempel p\u00e5 hur legendariska varum\u00e4rken uppst\u00e5r.<\/p>\n

”Som m\u00e5nga av er kanske redan vet, stals Mona Lisa 1911. Detta skapade rubriker i tidningar \u00f6ver hela v\u00e4rlden och skickade den lilla m\u00e5lningen in i k\u00e4ndisskapet bland m\u00e5lningar. Med andra ord skapades en ber\u00e4ttelse.\u201d<\/em><\/p>\n

Gair Maxwell \u00e4r varum\u00e4rkesexpert och har hj\u00e4lpt f\u00f6retag i alla storlekar att bygga sin varum\u00e4rkesidentitet. Som expert vet han att inte alla f\u00f6retag kan ha lika tur som Louvren. Att ett stort konstr\u00e5n drar v\u00e4rldens uppm\u00e4rksamhet rakt in i dess armar \u00e4r exceptionellt s\u00e4llsynt, men konceptet \u00e4r inte desto mindre till\u00e4mpligt p\u00e5 alla f\u00f6retag, konstaterar han.<\/p>\n

Tv\u00e5 v\u00e4gar till att bli en legend<\/strong><\/h4>\n

Den f\u00f6rsta v\u00e4gen till att bli en legend \u00e4r lik Mona Lisa-kuppen, d\u00e4r historien h\u00e4nder dig. Detta \u00e4r n\u00e4stan om\u00f6jligt att f\u00f6ruts\u00e4ga eller f\u00e5 det att h\u00e4nda, men det finns ett annat s\u00e4tt, konstaterar Maxwell.<\/p>\n

”Du har kraften att f\u00e5 historien att h\u00e4nda dig. Det finns gott om exempel p\u00e5 varum\u00e4rken som skapar sig sj\u00e4lva. Men det kr\u00e4vs kreativitet, mod och h\u00e5rt arbete.\u201d<\/em><\/p>\n

Moose Jaw Saskatchewan<\/strong><\/h4>\n

Ett av Maxwells favorit exempel p\u00e5 ett varum\u00e4rke som skapar sin egen identitet \u00e4r fr\u00e5n det kalla norra Kanada. Maxwell arbetade med borgm\u00e4staren i en liten stad som heter Moose Jaw Saskatchewan<\/p>\n

”Moose Jaw Saskatchewan skapade sin egen historia genom att bygga v\u00e4rldens h\u00f6gsta \u00e4lgstaty och sedan g\u00e5 i ”krig” med en norsk stad, som p\u00e5stod sig ha byggt en h\u00f6gre.”<\/em><\/p>\n

Hur konstigt det \u00e4n l\u00e5ter, fungerade taktiken.<\/p>\n

”Mediauppm\u00e4rksamheten sporrade en ny identitet och ett varum\u00e4rke f\u00f6r Moose Jaw som de sedan dess byggt vidare p\u00e5. Staden har v\u00e4xt som en galning sedan dess. Historien satte dem p\u00e5 kartan, f\u00f6retag och m\u00e4nniskor flyttar dit i en takt som inte liknar n\u00e5gon i det omr\u00e5det.”<\/em><\/p>\n

Se trailern f\u00f6r Gair Maxwells ”Big Little Heroes”-koncept h\u00e4r.<\/a><\/p>\n

Utmana status quo<\/strong><\/h4>\n

Varje legend \u00e4r f\u00f6dda vid olika tidpunkter genom historien, det finns likheter i hur de skapas, och det betyder att det \u00e4r kopierbart. Ledare m\u00e5ste inse detta och b\u00f6rja utmana det traditionella s\u00e4ttet att bygga varum\u00e4rke.<\/p>\n

”Om du g\u00f6r som alla andra kommer du aldrig att bli en legend eller en som ligger i toppen inom ditt t\u00e4vlingsomr\u00e5de. Genom att g\u00f6ra annonser som lyfter fram dina produkter och dina priser kommer du bara s\u00e5 l\u00e5ngt som de som g\u00f6r likadant. Att bli en legend kr\u00e4ver att du t\u00e4nker utanf\u00f6r boxen.\u201d<\/em><\/p>\n

N\u00e4r Gair Maxwells anst\u00e4lls f\u00f6r att arbeta med varum\u00e4rkesbyggande i vilken organisation som helst, b\u00f6rjar han alltid med att leta efter historien och hur man ber\u00e4ttar den.<\/p>\n

”Anv\u00e4ndningen av storytelling \u00e4r absolut n\u00f6dv\u00e4ndig n\u00e4r man bygger en varum\u00e4rkesidentitet som kan bli legendarisk.”<\/em><\/p>\n

Anm\u00e4l dig till kommande EGN Global webinar<\/strong><\/h4>\n

Om du \u00e4r nyfiken p\u00e5 Maxwells hemlighet f\u00f6r att frig\u00f6ra din varum\u00e4rkespotential, kan du helt kostnadsfritt registrera dig f\u00f6r hans globala EGN-webinar.<\/a> Det \u00e4r den 22 februari, kl 09:00 och \u00e4r digitalt via Zoom eller Youtube.<\/p>\n

F\u00f6lj oss f\u00f6r mer inspiration<\/strong><\/h4>\n


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Hitta ett n\u00e4tverkF\u00f6r dig<\/h2>\n","protected":false},"excerpt":{"rendered":"

Gair Maxwell, varum\u00e4rkesexpert, har kn\u00e4ckt koden f\u00f6r att g\u00f6ra vilket varum\u00e4rke som helst legendariskt. Det handlar om att skapa en ber\u00e4ttelse. ”N\u00e4r Mona Lisa h\u00e4ngde i Louvren f\u00f6r cirka 114 \u00e5r sedan, 1910, fanns d\u00e4r inte mycket uppm\u00e4rksamhet f\u00f6r henne. Men det f\u00f6r\u00e4ndrades bara ett \u00e5r senare, efter att n\u00e5got extraordin\u00e4rt h\u00e4nde,\u201d Men innan GairForts\u00e4tt l\u00e4sa ”Ber\u00e4ttelser skapar varum\u00e4rkeslegender”<\/span><\/a><\/p>\n","protected":false},"author":36,"featured_media":11099,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[78,84],"class_list":["post-11089","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-ledarskap","tag-marknadsforing"],"acf":[],"yoast_head":"EGN.se| Ber\u00e4ttelser skapar varum\u00e4rkeslegender<\/title>\n<meta name=\"description\" content=\"EGN Sverige skapat bland annat inspirerande artiklar f\u00f6r chefer och ledare. 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