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LA REPUTAZIONE E’ TUTTO

Assisto  in continuazione alla implementazione mediatica di strategie di comunicazione mirate più a far apparire che a fornire od evocare contenuti di valore. Sempre di più prevale la comunicazione che promuove prodotti più che valori. Si continua a mettere più in evidenza  l’immagine, più che  la propria reputazione, i propri valori.

Ho  letto libri impegnati a  valutare l’efficacia della comunicazione, contrabbandata per efficacia della reputazione. Di fatto li ho trovati costantemente impegnati a valutare l’efficacia della comunicazione come tale.

Questa propensione la dice lunga. Significa che per i comunicatori  l’immagine é tutto. Dopo qualche riflessione sono arrivato alla conclusione che, semmai,  la reputazione é tutto.

L’immagine é solo una parte di ogni strategia di comunicazione. Una vera strategia di comunicazione si compone di due addendi: notorietà e reputazione. Attraverso la notorietà si costruisce l’immagine ( o posizionamento). Attraverso la reputazione si costruisce la credibilità della marca o dell’azienda.

La gente non sceglie un acquisto in base all’ immagine, ma in base alla reputazione. Perfino un accessorio come un braccialetto  da pochi euro lo si sceglie in quanto si é percepito che il fornitore, il design, il materiale di cui é composto soddisferanno le  aspettative dell’acquirente. Figuriamoci se deve scebgliere  un prodotto di investimento.

Di fatto, ciò che le aziende dovrebbero comunicare é proprio la reputazione. Non solo, affinché la comunicazione sia efficace occorre che sia credibile. Sennò, addio reputazione.

E allora? Se si vuole valutare un prodotto o il marchio di un’azienda occorre far evocare anche una sintesi sul giudizio di merito. Diventa fondamentale evidenziare il saper fare. Un’azienda che  disponga di regole di Savoir Faire o di GMP (Good Manufacturing Practice)  é più affidabile di un’altra che non le ha. E alla lunga declinerà.

Il meccanismo é semplice. Se i clienti che sperimentano i prodotti o i servizi di quell’azienda non  avranno soddisfatto le proprie aspettative, non li acquisteranno più e lo faranno sapere. . Ne parleranno con altri clienti, si diffonderà la non buona credibilità di quell’azienda. La reputazione ne risentirà in modo negativo.

Ecco perché anch’io sono convinto che la reputazione é tutto.

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