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C’E’ RIPOSIZIONAMENTO E RIPOSIZIONAMENTO

 Gli operatori della comunicazione d’impresa hanno per decenni cavalcato la tigre del riposizionamento avendo di mira il prodotto, il packaging, il marchio, il punto vendita, ecc. Ci hanno anche campato a lungo con grande soddisfazione. Non solo si sono limitati a curare una parte dell’azienda, ma ne è stata curata soprattutto l’immagine. Questo approccio sta durando tuttora.
Con la Grande Recessione in corso le esigenze sono cambiate. Non è più sufficiente curare l’immagine, occorre recuperare la Reputazione che, chi più chi meno è costretto a ripristinare. Non è più data per scontata. L’immagine non è sufficiente a garantire anche i contenuti. Si potrebbe dire che l’immagine sta all'apparenza come la Reputazione sta ai contenuti dell’azienda.
Oggi il riposizionamento deve assumere una portata ben più profonda. Occorre riposizionare l’intera l’azienda, non soltanto il marchio o il prodotto e poche altre variabili.
Non sto riferendomi soltanto alle medie e piccole aziende, ma anche di grandi aziende. Le prime, hanno bisogno di razionalizzare il loro rapporto con l’ambiente esterno. Le seconde, devono razionalizzare i propri business a causa degli sconquassi finanziari subiti a causa della crisi finanziaria ed economica.
Sia le medie e piccole aziende, sia le grandi hanno bisogno di rimodellare i propri approcci alle modificate condizioni della domanda, sempre più delimitata, sempre più globalizzata. La lista degli argomenti da affrontare è abbastanza lungo. Coinvolge  l'azienda, tutta.
Il riposizionamento aziendale si può attuare a condizione che lo si affronti avvalendosi anche del firmidabile contributo che può arrivare dall’informatica e dal Web.
Una volta modificato il posizionamento aziendale i risultati arriveranno. Ed anche i margini. Provare per credere.

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