{"id":236765,"date":"2021-07-05T13:48:45","date_gmt":"2021-07-05T11:48:45","guid":{"rendered":"https:\/\/allegro234.net\/?post_type=project&p=236765"},"modified":"2022-05-27T11:36:07","modified_gmt":"2022-05-27T09:36:07","slug":"gbce","status":"publish","type":"project","link":"https:\/\/allegro234.net\/es\/project\/gbce\/","title":{"rendered":"GBCe"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.16″ _module_preset=”default” use_background_color_gradient=”on” background_color_gradient_stops=”rgba(77,77,90,0.51) 0%|rgba(0,0,0,0) 23%” background_color_gradient_start=”rgba(77,77,90,0.51)” background_color_gradient_end=”rgba(0,0,0,0)” background_color_gradient_end_position=”23%” background_image=”https:\/\/allegro234.net\/wp-content\/uploads\/2021\/08\/GBC-4.jpg” parallax=”on” min_height=”600px” height=”60vh” filter_brightness=”90%” animation_style=”slide” animation_direction=”top” animation_duration_tablet=”” animation_duration_phone=”” animation_duration_last_edited=”on|desktop” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ _module_preset=”default” min_height=”120px” custom_margin=”30px||||false|false” custom_padding=”7px||10px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/allegro234.net\/wp-content\/uploads\/2021\/07\/logo-gbce-300×122.png” title_text=”logo-gbce” _builder_version=”4.16″ _module_preset=”default” max_width=”36.5%” max_height=”200px” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”intro” module_id=”our-solutions” _builder_version=”4.16″ _module_preset=”default” background_color=”#E9E7E5″ background_color_gradient_direction=”90deg” min_height=”700px” custom_margin=”||||false|false” custom_padding=”40px||40px||true|false” custom_css_main_element=”scroll-snap-align: start;||scroll-snap-stop: normal;” border_color_top=”#7026FF” border_color_bottom=”#2E3191″ collapsed=”off” global_colors_info=”{}” height__hover_enabled=”off|desktop”][et_pb_row _builder_version=”4.16″ _module_preset=”default” max_width=”1800px” custom_margin=”||10px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ _module_preset=”default” text_font=”|300|||||||” header_2_font=”Prompt|700|||||||” header_2_letter_spacing=”2px” header_2_line_height=”1.4em” header_3_font=”||||||||” header_3_text_color=”#FF4438″ header_3_font_size=”1.8em” header_3_line_height=”1.2em” width=”80%” animation_direction=”bottom” scroll_blur=”0|20|50|100|10|0|0″ border_radii=”on|8px|8px|8px|8px” border_color_all=”#DBD7D4″ global_colors_info=”{}”]<\/p>\n

Green Building Council | GBCe<\/h2>\n

Building an effective GBCe brand narrative<\/h3>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ make_equal=”on” _builder_version=”4.16″ _module_preset=”default” max_width=”1800px” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” background_enable_color=”off” custom_padding=”10px|10px|10px|10px|true|true” animation_style=”slide” animation_direction=”bottom” animation_duration=”1500ms” animation_delay=”300ms” animation_intensity_slide=”10%” animation_speed_curve=”ease-out” global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ _module_preset=”default” text_font=”||||||||” header_2_font=”Prompt|700|||||||” header_2_letter_spacing=”2px” header_2_line_height=”1.4em” header_3_font=”||||||||” header_3_text_color=”#FF4438″ header_3_font_size=”1.8em” header_3_line_height=”1.2em” background_enable_color=”off” animation_direction=”bottom” border_radii=”on|8px|8px|8px|8px” border_color_all=”#DBD7D4″ global_colors_info=”{}”]<\/p>\n

The Challenge<\/h4>\n

Led by Antonio Monerris<\/a>, GBCe conducted a study that defined the conceptual basis of its brand promise.<\/p>\n

After five years, GBCe needed to move from conceptual to execution, driven by an updated, compelling and conscious positioning. Hence, this new promise had to support the construction of a reality-based narrative.<\/p>\n

\n

GBCe had to communicate its raison d’\u00eatre<\/em> and establish a rich dialogue with each of its key audiences.<\/p>\n<\/blockquote>\n

Last but not least, it also needed to develop a plan to activate this new narrative in a practical and realistic way.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” animation_style=”slide” animation_direction=”bottom” animation_duration=”1500ms” animation_delay=”800ms” animation_intensity_slide=”10%” animation_speed_curve=”ease-out” global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ _module_preset=”default” text_font=”||||||||” header_2_font=”Prompt|700|||||||” header_2_letter_spacing=”2px” header_2_line_height=”1.4em” header_3_font=”||||||||” header_3_text_color=”#FF4438″ header_3_font_size=”1.8em” header_3_line_height=”1.2em” background_enable_color=”off” animation_direction=”bottom” border_radii=”on|8px|8px|8px|8px” border_color_all=”#DBD7D4″ global_colors_info=”{}”]<\/p>\n

Our Answer<\/h4>\n

The overall result of this project was an effective communication system and a plan for its activation.<\/p>\n

This included:<\/p>\n

    \n
  • Segmenting audiences<\/li>\n
  • Understanding trends affecting the GBCe and its audiences<\/li>\n
  • Defining circles of confidence<\/li>\n
  • Repositioning and declining its brand promise<\/li>\n
  • Establishing a personality, tones and manners<\/li>\n
  • Defining key messages<\/li>\n
  • Establishing key milestones for activation of the new narrative<\/li>\n<\/ul>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” animation_style=”slide” animation_direction=”bottom” animation_duration=”1500ms” animation_delay=”1300ms” animation_intensity_slide=”10%” animation_speed_curve=”ease-out” global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ _module_preset=”default” text_font=”||||||||” header_2_font=”Prompt|700|||||||” header_2_letter_spacing=”2px” header_2_line_height=”1.4em” header_3_font=”||||||||” header_3_text_color=”#FF4438″ header_3_font_size=”1.8em” header_3_line_height=”1.2em” background_enable_color=”off” animation_direction=”bottom” border_radii=”on|8px|8px|8px|8px” border_color_all=”#DBD7D4″ global_colors_info=”{}”]<\/p>\n

    The Results<\/h4>\n

    GBCe has a brand communication system that prioritises its messages according to each audience’s level of relationship and the characteristics of the content it wishes to transmit.<\/p>\n

    This creates the basis for a more effective dialogue with the different stakeholders<\/p>\n

      \n
    • Functionalities for the most distant audiences<\/li>\n
    • Reasons to believe in what GBCe has to offer for those who approach it<\/li>\n
    • Benefits for those who engage closely<\/li>\n
    • A conversation among the different stakeholders that makes everyone feel part of the construction sector’s transformation towards a sustainable model<\/li>\n<\/ul>\n
      <\/blockquote>\n
        <\/ul>\n

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        Related Cases<\/h4>\n

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        Construir una narrativa eficaz de la marca GBCe para todas sus partes interesadas.<\/p>","protected":false},"author":3,"featured_media":236766,"comment_status":"open","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"project_category":[566],"project_tag":[594,605,601,602,604,578,603],"class_list":["post-236765","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-innovative-culture","project_tag-brand-with-a-conscience","project_tag-dgnb","project_tag-gbce","project_tag-green-building-council","project_tag-leed","project_tag-spain","project_tag-verde"],"_links":{"self":[{"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/project\/236765","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/comments?post=236765"}],"version-history":[{"count":0,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/project\/236765\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/media\/236766"}],"wp:attachment":[{"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/media?parent=236765"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/project_category?post=236765"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/allegro234.net\/es\/wp-json\/wp\/v2\/project_tag?post=236765"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}