{"id":9833,"date":"2025-10-16T14:49:25","date_gmt":"2025-10-16T14:49:25","guid":{"rendered":"https:\/\/www.whiterabbit.es\/marques-amb-proposit-com-comunicar-els-teus-valors-sense-caure-en-el-postureig\/"},"modified":"2025-10-16T14:54:15","modified_gmt":"2025-10-16T14:54:15","slug":"marques-amb-proposit","status":"publish","type":"post","link":"https:\/\/www.whiterabbit.es\/ca\/marques-amb-proposit\/","title":{"rendered":"Marques amb prop\u00f2sit: com comunicar els teus valors sense caure en el postureig"},"content":{"rendered":"[et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.27.2&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;14px|||||&#8221;][et_pb_row _builder_version=&#8221;4.27.2&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; min_height=&#8221;1989.5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][et_pb_column _builder_version=&#8221;4.27.2&#8243; _module_preset=&#8221;default&#8221; type=&#8221;4_4&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.27.2&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;]\n<p><span data-contrast=\"auto\">Avui, m\u00e9s que mai, els consumidors no nom\u00e9s compren productes, <\/span><b><span data-contrast=\"auto\">trien valors<\/span><\/b><span data-contrast=\"auto\">. Volen marques que representin alguna cosa m\u00e9s que un logotip, que siguin coherents entre el que diuen i el que fan.<\/span><span><br \/><\/span><span data-contrast=\"auto\">Aqu\u00ed entra en joc la <\/span><b><span data-contrast=\"auto\">comunicaci\u00f3 amb prop\u00f2sit<\/span><\/b><span data-contrast=\"auto\">: una estrat\u00e8gia que connecta les empreses amb la seva audi\u00e8ncia des de l&#8217;autenticitat, no des de l&#8217;aparen\u00e7a.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">Per\u00f2 cura: quan la comunicaci\u00f3 no se sost\u00e9 en l&#8217;acci\u00f3, es converteix en pur <\/span><i><span data-contrast=\"auto\">postureig<\/span><\/i><span data-contrast=\"auto\">. I aix\u00f2, en temps de transpar\u00e8ncia digital, pot sortir car.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-ccp-props=\"{}\"><\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Qu\u00e8 \u00e9s la comunicaci\u00f3 amb prop\u00f2sit?<\/span><\/b><span data-ccp-props=\"{}\"> <\/span><\/h2>\n<p><span data-contrast=\"auto\">La <\/span><b><span data-contrast=\"auto\">comunicaci\u00f3 amb prop\u00f2sit<\/span><\/b><span data-contrast=\"auto\"> \u00e9s la capacitat d&#8217; una marca de <\/span><b><span data-contrast=\"auto\">transmetre els seus valors i comprom\u00eds social de forma honesta, coherent i mesurable<\/span><\/b><span data-contrast=\"auto\">.<\/span><span><br \/><\/span><span data-contrast=\"auto\">No es tracta de &#8220;semblar sostenibles&#8221; o &#8220;sumar-se a una causa de moda&#8221;, sin\u00f3 d&#8217;alinear <\/span>el discurs amb l&#8217;acci\u00f3.<\/p>\n<p>Una comunicaci\u00f3 amb prop\u00f2sit ben constru\u00efda:<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":720,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"multilevel\"}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Es basa en valors de marca s\u00f2lids.<\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":720,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"multilevel\"}\" data-aria-posinset=\"2\" data-aria-level=\"1\">Aporta impacte social o mediambiental real.<\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":720,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"multilevel\"}\" data-aria-posinset=\"3\" data-aria-level=\"1\">\u00c9s constant en tots els canals (no nom\u00e9s quan conv\u00e9).<\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":720,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"multilevel\"}\" data-aria-posinset=\"4\" data-aria-level=\"1\">I es recolza en fets verificables, no en claims buits.<\/li>\n<\/ul>\n<p><span data-ccp-props=\"{}\"> <\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Com comunicar els teus valors sense caure en el postureig<\/span><\/b><span data-ccp-props=\"{}\"> <\/span><\/h2>\n<h3><b><span data-contrast=\"auto\">1. Defineix el teu prop\u00f2sit amb claredat.<\/span><\/b><\/h3>\n<p><span> <\/span><span data-contrast=\"auto\">No n&#8217;hi ha prou amb &#8220;voler canviar el m\u00f3n&#8221;. El prop\u00f2sit ha d&#8217; estar vinculat a l&#8217; ess\u00e8ncia del negoci. Per exemple, si la teva marca treballa amb alimentaci\u00f3, el teu prop\u00f2sit podria centrar-se en el rebuig zero o la salut conscient.  <\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<h3><b><span data-contrast=\"auto\">2. Actua abans de comunicar.<\/span><\/b><span><br \/><\/span><\/h3>\n<p><span data-contrast=\"auto\">La RSC, la sostenibilitat o l&#8217;impacte social no s&#8217;improvisen. Comen\u00e7a per implementar accions internes reals i mesurables. Despr\u00e9s, comun\u00edcales amb transpar\u00e8ncia.  <\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<ol><\/ol>\n<h3><b><span data-contrast=\"auto\">3. S\u00e9 coherent i constant.<\/span><\/b><span> <\/span><\/h3>\n<p><span data-contrast=\"auto\">El prop\u00f2sit no \u00e9s una campanya puntual. \u00c9s una narrativa cont\u00ednua que s&#8217;ha de veure reflectida en el teu producte, la teva cultura interna i la teva comunicaci\u00f3 di\u00e0ria. <\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<h3><b><span data-contrast=\"auto\">4. Evita els missatges buits.<\/span><\/b><span><br \/><\/span><\/h3>\n<p><span data-contrast=\"auto\">Frases com &#8220;apostem per la sostenibilitat&#8221; no diuen res si no hi ha dades o projectes al darrere. Substitueix els esl\u00f2gans per exemples, xifres i resultats. <\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<h3><b><span data-contrast=\"auto\">5. Involucra la teva comunitat.<\/span><\/b><span><br \/><\/span><\/h3>\n<p><span data-contrast=\"auto\">La comunicaci\u00f3 amb prop\u00f2sit no va nom\u00e9s de comptar, sin\u00f3 <\/span><b><span data-contrast=\"auto\">d&#8217;inspirar acci\u00f3<\/span><\/b><span data-contrast=\"auto\">. Escolta, col\u00b7labora i co-crea amb la teva audi\u00e8ncia, partners o empleats.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-ccp-props=\"{}\"> <\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Casos de marques que ho fan b\u00e9<\/span><\/b><span data-ccp-props=\"{}\"> <\/span><\/h2>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":720,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"multilevel\"}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a href=\"https:\/\/rolleat.com\/\"><b><span data-contrast=\"auto\">Roll&#8217;eat<\/span><\/b><\/a><span data-contrast=\"auto\">: el seu objectiu \u00e9s reduir els pl\u00e0stics d&#8217;un sol \u00fas, a trav\u00e9s dels seus embolcalls reutilitzables. <\/span> <span data-ccp-props=\"{}\"> <\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":720,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"multilevel\"}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><a href=\"https:\/\/bleta.io\/\"><b><span data-contrast=\"auto\">Bleta<\/span><\/b><\/a><span data-contrast=\"auto\">: El prop\u00f2sit de Bleta \u00e9s reduir la bretxa digital fent un programari senzill i accessibleque les persones grans no es vegin a\u00efllades per la tecnologia.<\/span><span data-ccp-props=\"{}\"> <\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":720,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"multilevel\"}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\"><a href=\"https:\/\/www.traditionaldreamfactory.com\/\">Traditional Dream Factory<\/a>: <\/span><\/b><span data-contrast=\"auto\">Traditional Dream Factory busca impulsar la innovaci\u00f3 i la sostenibilitat, inspirant-se en el model de les persones regeneratives per crear solucions que no nom\u00e9s redueixen l&#8217;impacte ambiental, sin\u00f3 que regeneren ecosistemes, enforteixen comunitats i promouen un futur m\u00e9s equilibrat<\/span><span data-ccp-props=\"{}\"> <\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":720,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"multilevel\"}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\"><a href=\"https:\/\/www.holacamp.net\/ca\">HolaCamp<\/a>: <\/span><\/b><span data-contrast=\"auto\">HolaCamp s&#8217;ha fixat com a prioritat millorar l&#8217;efici\u00e8ncia energ\u00e8tica mitjan\u00e7ant un projecte de renovaci\u00f3 de la il\u00b7luminaci\u00f3 de les seves instal\u00b7lacions, tot i que el comprom\u00eds de la companyia amb la sostenibilitat no es limita a la gesti\u00f3 ambiental, sin\u00f3 que tamb\u00e9 es trasllada a l&#8217;experi\u00e8ncia dels campistes.<\/span><span data-ccp-props=\"{}\"> <\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":720,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"multilevel\"}\" data-aria-posinset=\"5\" data-aria-level=\"1\"><b><span data-contrast=\"auto\"><a href=\"https:\/\/somconnexio.coop\/\">Som:<\/a> <\/span><\/b><span data-contrast=\"auto\">el seu objectiu \u00e9s ser m\u00e9s conscient en l&#8217;\u00fas de tecnologia i dispositius. <\/span> <span data-ccp-props=\"{}\"> <\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Aquestes marques no nom\u00e9s comuniquen el seu prop\u00f2sit, ho <\/span><b><span data-contrast=\"auto\">viuen<\/span><\/b><span data-contrast=\"auto\">. I aquesta coher\u00e8ncia \u00e9s el que genera confian\u00e7a.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-ccp-props=\"{}\"> <\/span><\/p>\n<h2><b><span data-contrast=\"auto\">El paper de les ag\u00e8ncies en la comunicaci\u00f3 amb prop\u00f2sit<\/span><\/b><span data-ccp-props=\"{}\"> <\/span><\/h2>\n<p><span data-contrast=\"auto\">En un entorn saturat de missatges, les marques necessiten aliats que s\u00e0piguen <\/span><b><span data-contrast=\"auto\">traduir el seu prop\u00f2sit en hist\u00f2ries reals i consistents<\/span><\/b><span data-contrast=\"auto\">.<\/span><span> <\/span><\/p>\n<p><span data-contrast=\"auto\">Des de <\/span><b><span data-contrast=\"auto\">The White Rabbit<\/span><\/b><span data-contrast=\"auto\">, <\/span><a href=\"https:\/\/www.whiterabbit.es\/ca\/\"><span data-contrast=\"none\">ag\u00e8ncia de comunicaci\u00f3<\/span><\/a><span data-contrast=\"auto\">, ajudem les empreses a <\/span><b><span data-contrast=\"auto\">dissenyar estrat\u00e8gies de comunicaci\u00f3 que connecten amb la societat i reforcen la reputaci\u00f3 de marca<\/span><\/b><span data-contrast=\"auto\">, sense artificis.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">Perqu\u00e8 comunicar amb prop\u00f2sit no \u00e9s una tend\u00e8ncia, \u00e9s l&#8217;\u00fanica forma sostenible de construir relacions de valor.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p>&nbsp;<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.27.2&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column _builder_version=&#8221;4.27.2&#8243; _module_preset=&#8221;default&#8221; type=&#8221;4_4&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_button button_text=&#8221;Disseny de plans ad hoc&#8221; _builder_version=&#8221;4.27.2&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; button_url=&#8221;https:\/\/www.whiterabbit.es\/ca\/trabaja-con-nosotros\/&#8221; custom_button=&#8221;on&#8221; global_colors_info=&#8221;{%22gcid-primary-color%22:%91%22button_bg_color%22,%22button_border_color%22%93}&#8221; button_bg_color=&#8221;gcid-primary-color&#8221; button_bg_enable_color=&#8221;on&#8221; button_text_color=&#8221;#FFFFFF&#8221; button_border_radius=&#8221;14px&#8221; button_letter_spacing=&#8221;0px&#8221; button_border_width=&#8221;5px&#8221; button_border_color=&#8221;gcid-primary-color&#8221; button_icon_color=&#8221;#FFFFFF&#8221; box_shadow_style=&#8221;preset1&#8243;][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"<p>Avui, m\u00e9s que mai, els consumidors no nom\u00e9s compren productes, trien valors. Volen marques que representin alguna cosa m\u00e9s que un logotip, que siguin coherents entre el que diuen i el que fan.Aqu\u00ed entra en joc la comunicaci\u00f3 amb prop\u00f2sit: una estrat\u00e8gia que connecta les empreses amb la seva audi\u00e8ncia des de l&#8217;autenticitat, no des [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":9844,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[415],"tags":[],"class_list":["post-9833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-serveis"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.whiterabbit.es\/ca\/wp-json\/wp\/v2\/posts\/9833","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.whiterabbit.es\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.whiterabbit.es\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.whiterabbit.es\/ca\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.whiterabbit.es\/ca\/wp-json\/wp\/v2\/comments?post=9833"}],"version-history":[{"count":4,"href":"https:\/\/www.whiterabbit.es\/ca\/wp-json\/wp\/v2\/posts\/9833\/revisions"}],"predecessor-version":[{"id":9849,"href":"https:\/\/www.whiterabbit.es\/ca\/wp-json\/wp\/v2\/posts\/9833\/revisions\/9849"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.whiterabbit.es\/ca\/wp-json\/wp\/v2\/media\/9844"}],"wp:attachment":[{"href":"https:\/\/www.whiterabbit.es\/ca\/wp-json\/wp\/v2\/media?parent=9833"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.whiterabbit.es\/ca\/wp-json\/wp\/v2\/categories?post=9833"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.whiterabbit.es\/ca\/wp-json\/wp\/v2\/tags?post=9833"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}