{"id":1968,"date":"2016-11-30T13:05:01","date_gmt":"2016-11-30T16:05:01","guid":{"rendered":"http:\/\/elife.com.br\/?p=1968"},"modified":"2016-12-22T15:09:07","modified_gmt":"2016-12-22T18:09:07","slug":"o-efeito-transbordamento-na-gestao-de-crises-de-marca","status":"publish","type":"post","link":"https:\/\/elife.com.br\/index.php\/2016\/11\/30\/o-efeito-transbordamento-na-gestao-de-crises-de-marca\/","title":{"rendered":"O efeito transbordamento na gest\u00e3o de crises de marca"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<hr \/>\n<p><strong>Estar certo n\u00e3o \u00e9 suficiente.<\/strong> Com a democratiza\u00e7\u00e3o da comunica\u00e7\u00e3o, eventos ruins com marcas l\u00edderes tradicionalmente transbordam para as categorias. As marcas Gallo e Toddynho s\u00e3o exemplos disto, visto que ambas foram afetadas por problemas com os quais n\u00e3o estavam envolvidas.<\/p>\n<p>Este artigo escrito por Alexandre Salvador discute\u00a0a nova\u00a0gest\u00e3o e intera\u00e7\u00e3o com p\u00fablicos em geral em momentos de crise de imagem, fazendo uso de uma an\u00e1lise de conte\u00fado com base em men\u00e7\u00f5es a marcas obtidas com o Buzzmonitor.<\/p>\n           \r\n            <div class=\"onp-locker-call\" style=\"display: none;\" data-lock-id=\"onpLock967968\">\r\n                <p><\/p>\n<div class=\"\"><a href=\"https:\/\/elife.com.br\/wp-content\/uploads\/2016\/11\/o-efeito-transbordamento-na-gestao-de-crises-de-marca.compressed.pdf\" target=\"_self\" class=\"emd_dl_orange\">Download Now<\/a><\/div>        <style type=\"text\/css\">\r\n    .emd_dl_orange {\r\n        -moz-box-shadow:inset 0px 1px 0px 0px #fce2c1;\r\n        -webkit-box-shadow:inset 0px 1px 0px 0px #fce2c1;\r\n        box-shadow:inset 0px 1px 0px 0px #fce2c1;\r\n        background:-webkit-gradient( linear, left top, left bottom, color-stop(0.05, #ffc477), color-stop(1, #fb9e25) );\r\n        background:-moz-linear-gradient( center top, #ffc477 5%, #fb9e25 100% );\r\n        filter:progid:DXImageTransform.Microsoft.gradient(startColorstr='#ffc477', endColorstr='#fb9e25');\r\n        background-color:#ffc477;\r\n        -webkit-border-top-left-radius:0px;\r\n        -moz-border-radius-topleft:0px;\r\n        border-top-left-radius:0px;\r\n        -webkit-border-top-right-radius:0px;\r\n        -moz-border-radius-topright:0px;\r\n        border-top-right-radius:0px;\r\n        -webkit-border-bottom-right-radius:0px;\r\n        -moz-border-radius-bottomright:0px;\r\n        border-bottom-right-radius:0px;\r\n        -webkit-border-bottom-left-radius:0px;\r\n        -moz-border-radius-bottomleft:0px;\r\n        border-bottom-left-radius:0px;\r\n        text-indent:0;\r\n        border:1px solid #eeb44f;\r\n        display:inline-block;\r\n        color:#ffffff !important;\r\n        font-family:Georgia;\r\n        font-size:15px;\r\n        font-weight:bold;\r\n        font-style:normal;\r\n        height:41px;\r\n        line-height:41px;\r\n        width:153px;\r\n        text-decoration:none;\r\n        text-align:center;\r\n        text-shadow:1px 1px 0px #cc9f52;\r\n    }\r\n    .emd_dl_orange:hover {\r\n        background:-webkit-gradient( linear, left top, left bottom, color-stop(0.05, #fb9e25), color-stop(1, #ffc477) );\r\n        background:-moz-linear-gradient( center top, #fb9e25 5%, #ffc477 100% );\r\n        filter:progid:DXImageTransform.Microsoft.gradient(startColorstr='#fb9e25', endColorstr='#ffc477');\r\n        background-color:#fb9e25;\r\n    }.emd_dl_orange:active {\r\n        position:relative;\r\n        top:1px;\r\n    }\r\n    <\/style><\/p>\n<p><\/p>\r\n            <\/div>\r\n         \r\n\r\n        \n<hr \/>\n<p>&nbsp;<\/p>\n<p><script type=\"text\/javascript\">\n        _linkedin_data_partner_id = \"29616\";\n        <\/script><script type=\"text\/javascript\">\n        (function(){var s = document.getElementsByTagName(\"script\")[0];\n        var b = document.createElement(\"script\");\n        b.type = \"text\/javascript\";b.async = true;\n        b.src = \"https:\/\/snap.licdn.com\/li.lms-analytics\/insight.min.js\";\n        s.parentNode.insertBefore(b, s);})();\n        <\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Estar certo n\u00e3o \u00e9 suficiente. Com a democratiza\u00e7\u00e3o da comunica\u00e7\u00e3o, eventos ruins com marcas l\u00edderes tradicionalmente transbordam para as categorias. As marcas Gallo e Toddynho s\u00e3o exemplos disto, visto que ambas foram afetadas por problemas com os quais n\u00e3o estavam envolvidas. Este artigo escrito por Alexandre Salvador discute\u00a0a nova\u00a0gest\u00e3o e intera\u00e7\u00e3o com p\u00fablicos em geral [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":1969,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[53],"tags":[11,70,67,125,54],"_links":{"self":[{"href":"https:\/\/elife.com.br\/index.php\/wp-json\/wp\/v2\/posts\/1968"}],"collection":[{"href":"https:\/\/elife.com.br\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/elife.com.br\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/elife.com.br\/index.php\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/elife.com.br\/index.php\/wp-json\/wp\/v2\/comments?post=1968"}],"version-history":[{"count":8,"href":"https:\/\/elife.com.br\/index.php\/wp-json\/wp\/v2\/posts\/1968\/revisions"}],"predecessor-version":[{"id":2081,"href":"https:\/\/elife.com.br\/index.php\/wp-json\/wp\/v2\/posts\/1968\/revisions\/2081"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/elife.com.br\/index.php\/wp-json\/wp\/v2\/media\/1969"}],"wp:attachment":[{"href":"https:\/\/elife.com.br\/index.php\/wp-json\/wp\/v2\/media?parent=1968"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/elife.com.br\/index.php\/wp-json\/wp\/v2\/categories?post=1968"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/elife.com.br\/index.php\/wp-json\/wp\/v2\/tags?post=1968"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}