{"id":119487,"date":"2021-02-12T13:38:22","date_gmt":"2021-02-12T12:38:22","guid":{"rendered":"https:\/\/ipmark.com\/?p=119487"},"modified":"2021-02-12T13:40:01","modified_gmt":"2021-02-12T12:40:01","slug":"el-dialogo-protagonista-de-la-nueva-imagen-de-pelayo","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=119487","title":{"rendered":"El di\u00e1logo, protagonista de la nueva imagen de Pelayo"},"content":{"rendered":"<p><strong>La compa\u00f1\u00eda aseguradora\u00a0Pelayo\u00a0estrena nueva\u00a0imagen de marca y posicionamiento con el objetivo de dar una respuesta anticipada a las nuevas necesidades de las personas.\u00a0En un contexto en el que el cliente es m\u00e1s exigente, compara y analiza a la hora de elegir un seguro, la compa\u00f1\u00eda decide poner el di\u00e1logo en el centro de su estrategia.<\/strong><\/p>\n<p style=\"font-weight: 400;\">Un proceso de cambio del que la nueva imagen es solo la punta de lanza, ya que la aseguradora est\u00e1 inmersa en un proceso de transformaci\u00f3n de compa\u00f1\u00eda. La aseguradora desea avanzar hacia un nuevo modelo de relaci\u00f3n, basado en tres atributos fundamentales:\u00a0<strong>agilidad, compromiso y cercan\u00eda<\/strong>.<\/p>\n<h3 style=\"font-weight: 400;\"><b>\u00abDe t\u00fa a t\u00fa\u00bb<\/b><\/h3>\n<p>Bajo el <strong>posicionamiento \u201cDe t\u00fa a t\u00fa\u201d<\/strong>,\u00a0 Pelayo busca reforzarse en el di\u00e1logo con clientes, colaboradores y empleados.\u201cDesde el inicio del proyecto, hace m\u00e1s de un a\u00f1o, tuvimos claro que la marca era una apuesta estrat\u00e9gica para la compa\u00f1\u00eda y una pieza fundamental para poder impulsar la transformaci\u00f3n empresarial de Pelayo. Por ello, la definici\u00f3n del concepto estrat\u00e9gico \u2018de t\u00fa a t\u00fa\u2019, junto con nuestros valores: agilidad, compromiso y cercan\u00eda, fueron la clave para activar el di\u00e1logo a trav\u00e9s de nuestra marca\u201d, explica <strong>Emma Ruiz de Azc\u00e1rate, directora de Marketing de Pelayo.<\/strong><\/p>\n<p style=\"font-weight: 400;\">Todo este proceso ha sido liderado por el equipo de marketing, de la mano de la consultora <strong>BrandFor<\/strong> y ha permitido comprender las fortalezas de la marca Pelayo y estudiar c\u00f3mo superar los retos que la firma tiene por delante para ser cada vez m\u00e1s relevante y diferencial en el mercado.<\/p>\n<p style=\"font-weight: 400;\">Esta nueva imagen se ir\u00e1 poco a poco implementando en todos los puntos de contacto de Pelayo para trasmitir una experiencia de <strong>marca homog\u00e9nea y donde el di\u00e1logo ser\u00e1 el verdadero protagonista.<\/strong><\/p>\n<p><iframe loading=\"lazy\" title=\"Pelayo - De t\u00fa a t\u00fa\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/nPAh52kyCIg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pelayo presenta su nuevo posicionamiento \u201cDe t\u00fa a t\u00fa\u201d, que expresa una nueva forma de relacionarse con clientes, colaboradores y empleados.<\/p>\n","protected":false},"author":28,"featured_media":119508,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[2225],"class_list":["post-119487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","tag-branding"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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