Marketing Baseado em Narrativas - A Arte de Contar Histórias PT
February 8, 2023 | Author: Anonymous | Category: N/A
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Lhtrcauíàc....................................................................................................1 N Nrtj aj @chtnr Glstðrlns................................................ Glstðrlns.......................................... ............. ............. ............ ............. ........6 .6 Glstðrlns ^uj Vjhajb...............................................................................>> @cbc Lhsplrnr j Bctlvnr.............................................................................>: Qruqujs Jfl`nzjs [nrn @chtnr Glstðrlns....................................................>7
BN_DJQLHM ONPJNAC JB HN__NQLVNP ‐ N N_QJ AJ @CHQN_ GLPQÐ_LNP
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Lhtrcauíàc @chtnr glstðrlns pcaj sjr ub pcajrcsc jijbjhtc jb ubn jstrntìmln aj bnrdjhm. [caj sjr n fcrín bctrlz pcr trîs ac ajsjhvcivlbjhtc j, scorjtuac, ac jstnojij`lbjhtc aj ubn bnr`n quj sj `chj`tj j sj lajhquj `cb sju põoil`c-nivc.
Ns glstðrlns quj vc`å `chtn j c bìtcac quj vc`å usn pnrn hnrrnr jssns glstðrlns jb suns `nbpnhgns aj bnrdjhm ajvjb sj onsjnr jb coejvcs mjrnls, bns ubn `clsn huh`n buan5
Pun glstðrln ajvj sjr jinocrnan pnrn nprjsjhtnr sun bnr`n nc buhac aj bcac quj vc`å sj scorjssnln j sj ajstnquj an `ch`crråh`ln.
Ns glstðrlns `chtnans ajvjb sjr vlstns `cbc ubn `cbprcvníàc ac hcssc trnonigc îrauc4 jins ajvjb ajstn`nr cs jsfcrícs quj
BN_DJQLHM ONPJNAC JB HN__NQLVNP ‐ N N_QJ AJ @CHQN_ GLPQÐ_LNP
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jhvlanbcs pnrn `rlnr ubn bnr`n pcajrcsn j neuanr n fcrhj`jr mrnhaj vciubj aj `chtjõac, fnzjhac `cb quj ns pjsscns sj lajhqujb. Ì tnboìb n bnhjlrn bnls fî`li aj jxprjssnr jbcíújs j aj liustrnr sju `cbprcblssc jb fcrhj`jr vnicr.
Hàc gî hnan bnls pcajrcsc ac quj ubn glstðrln `ulanacsnbjhtj jinocrnan pnrn ntjhajr ës hj`jsslanajs ac sju prlh`lpni bjr`nac. Hjstj rjintðrlc jspj`lni, nocranrjbcs cs prlh`lpnls bìtcacs aj `chtnr glstðrlns, `cbc usnr jssn jstrntìmln an bjigcr bnhjlrn pcssâvji j `cbc vc`å pcaj usnr n hnrrníàc aj glstðrlns pnrn fcrtnij`jr sun bnr`n eî jxlstjhtj cu inhínr ubn hcvn.
Pjb bnls ajichmns, vnbcs `cbjínr!
BN_DJQLHM ONPJNAC JB HN__NQLVNP ‐ N N_QJ AJ @CHQN_ GLPQÐ_LNP
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N Nrtj aj @chtnr Glstðrlns Bnrdjhm aj `chtjõac `chslstj jb ajs`corlr bnhjlrns aj uilznr j nanptnr sju `chtjõac pnrn quj jij nhen ub põoil`c bnlcr. Hnrrnvns aj glstðrlns j bnrdjhm aj `chtjõac `nblhgnb inac n inac.
Ntrnvìs an hnrrnvn aj glstðrlns, vc`å pcaj `rlnr ubn `nbpnhgn aj bnrdjhm nitnbjhtj jhmnenan j `cb ub fc`c ojb ajhlac. Vc`å pcaj usnr n hnrrníàc aj glstðrlns pnrn nprjsjhtnr ës pjsscns lhfcrbníújs hj`jssîrlns pnrn quj jins tcbjb n aj`lsàc aj sjmulr sun bnr`n, `cbprjb sjus prcautcs j sj `chj`tjb ë sun pintnfcrbn. Fjilzbjhtj, jxlstj ubn jstruturn fî`li pnrn `rlnr ` rlnr glstðrlns ntrnjhtjs pnrn suns `nbpnhgns aj bnrdjhm. Vc`å pcaj usnr cs sjmulhtjs bìtcacs5
BN_DJQLHM ONPJNAC JB HN__NQLVNP ‐ N N_QJ AJ @CHQN_ GLPQÐ_LNP
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Vlsuni cu aj @chtjõac
N hnrrnvn vlsuni lh`iul ltjhs `cbc ` cbc vâajcs, nprjsjhtníújs, wjolhnrs j ntì bjsbc sìrljs aj jplsðalcs quj `chauznb cs jspj`tnacrjs nc ichmc aj ubn ecrhnan.
Eî n hnrrnvn onsjnan jb `chtjõac lh`iulu nrmcs, pcstnmjhs aj oicms, pîmlhns aj vjhans j nsslb pcr alnhtj. Ì lbpcrtnhtj `cbolhnr cs acls bìtcacs aj `chtnr glstðrlns jb suns `nbpnhgns aj bnrdjhm pnrn quj vc`å pcssn ni`nhínr ub põoil`c bnls nbpic. Nimubns pjsscns prjfjrjb nsslsr n vâajcs4 cutrns noscrvjb bjigcr ns lhfcrbníújs hn fcrbn aj tjxtc.
N jstruturn aj ubn `nbpnhgn hnrrnvn ojb-su`jalan tnboìb ajvj lh`iulr pjrmuhtns j rjspcstns. Lrjbcs hcs nprcfuhanr hlssc hc prðxlbc `npâtuic, bns, pcr jhqunhtc, nqul jstî ubn vlsàc mjrni ac quj vc`å prj`lsn ijvnr jb `chtn nc `rlnr sun `nbpnhgn
BN_DJQLHM ONPJNAC JB HN__NQLVNP ‐ N N_QJ AJ @CHQN_ GLPQÐ_LNP
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onsjnan jb hnrrníàc aj glstðrlns.
[jrmuhtns ac sju [õoil`c5
Vc`å hàc prj`lsn fnzjr ubn pjsqulsn aj bjr`nac pnrn lajh`nr ns pjrmuhtns bnls lbpcrtnhtjs, jbocrn jssn pcssn sjr ubn jstrntìmln j`nz pnrn `rlnr ubn hnrrnvn quj `rlj ubn `chjxàc `cb sju põoil`c-nivc. Hc jhtnhtc, cutrn bnhjlrn aj nocranr qujstújs sjb fnzjr prj`lsnr fnzjr pjsqulsns aj bjr`nac ì nhnilsnhac ns pjrmuhtns rj`crrjhtjs fjltns pcr sju põoil`c. [crtnhtc, cosjrvj ns pjrmuhtns quj sjus `iljhtjs eî jstàc fnzjhac. ^uj rjspcstns sjus `ch`crrjhtjs jstàc anhac3 N bjigcr bnhjlrn aj sj `chj`tnr `cb sju põoil`c ì fninhac n iâhmun ajijs.
Ajfhlíàc an @rchcicmln5
Jssj ì c bcbjhtc jb quj vc`å rjalmj sun glstðrln, nilhgnan ë `nbpnhgn aj bnrdjhm. Jssn glstðrln alrî nc sju põoil`c `cbc `cb c vc`å `gjmcu ac pchtc N nc O, pcrquj vc`å `rlcu sun bnr`n (sjrvlícs/prcautcs) j `cbc jin ntjhaj ns hj`jsslanajs ajijs.
BN_DJQLHM ONPJNAC JB HN__NQLVNP ‐ N N_QJ AJ @CHQN_ GLPQÐ_LNP
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Jssn jtnpn sjrvj pnrn ajhlr c coejvc an sun glstðrln j pnrn neuaî-ic n sj bnhtjr nilhgnac `cb suns bjtns j `chslstjhtj jb suns `nbpnhgns.
[jrschnilzníàc5
Pun glstðrln prj`lsn sj `chj`tnr `cb sju põoil`c-nivc j vc`å ajvj fnzjr lssc `cic`nhac c fc`c tcac hjijs. Jb vjz aj `rlnr ubn glstðrln mjhìrl`n quj slbpijsbjhtj ajstnquj sun bnr`n, vc`å prj`lsn jhvcivjr sju põoil`c, ijvnhac-cs n pjhsnr quj vc`å snoj aj quj jijs prj`lsnb, c quj ajsjenb j c quj tjbjb.
J, hnibjhtj,
Nanptníàc5
Zbn õhl`n glstðrln hàc sj jh`nlxn jb tcacs cs `nhnls aj bnrdjhm, pcrtnhtc, ì hj`jssîrlc `rlnr glstðrlns nilhgnans ë `nan pintnfcrbn n sjr uilznan.
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[cr jxjbpic, sj vc`å pinhjen usnr ns bâalns sc`lnls, prlbjlrc vc`å prj`lsn ajs`corlr cs prlh`lpnls tjbns, tjhaåh`lns j tðpl`cs bnls rjqulsltnacs jb `nan `nhni j, jb sjmulan, `rlnr ub jhrjac aj n`crac `cb c quj jsvjr jb nitn.
C bnrdjhm ac Fn`joccd ì alfjrjhtj ac bnrdjhm ac Lhstnmrnb j jijs ntjhajb põoil`cs bultc jspj`â`cs, pcrtnhtc, vc`å prj`lsn nanptnr sju jhrjac pnrn bjigcr ntjhajr jssjs jspj`tnacrjs.
Jb vjz aj lr alrjtc pnrn ns vjhans, vc`å prj`lsn pjhsnr jb `cbc ns pjsscns sj `cbuhl`nb hjssns pintnfcrbns, `cbc jins rj`cbjhanb prcautcs j sjrvlícs j `cbc c bjr`nac rjspchaj n alfjrjhtjs pcs aj nhõh`lc. Ajpcls alssc, vc`å pcaj `rlnr sun prðprln `nbpnhgn onsjnan jb hnrrníàc aj glstðrlns, aj bcac quj jins jstjenb nilhgnans n jssns bâalns.
Hc prðxlbc `npâtuic, nocranrjbcs ns trås jtnpns prlh`lpnls pnrn `rlnr ubn glstðrln aj su`jssc, cu sjen, pnrn quj jin sjen `npnz aj sj `chj`tnr jbc`lchnibjhtj `cb sju põoil`c.
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Glstðrlns quj Vjhajb Qcan glstðrln tjb 0 pnrtjs prlh`lpnls5 C `cbjíc, c bjlc j, `inrc, c b. Nc usnr hnrrnvns `cbc bjlc aj alvuimníàc, sun glstðrln prj`lsn nornhmjr tcans ns jtnpns, c quj slmhl`n quj vc`å ajvj `cbjínr5
Jtnpn >5 Ajfhlhac n @jhn
Hn prlbjlrn jtnpn an sun `nbpnhgn onsjnan jb hnrrnvns, vc`å ajvj prjpnrnr ns onsjs an sun glstðrln. Vc`å prj`lsn bchtnr n `jhn. Hjssn >ª fnsj, vc`å ajvj ajs`rjvjr cs `chltcs pjic qunls sju põoil`c jstî pnssnhac. Jb cutrns pninvrns, vc`å ajvj rj`chgj`jr cs prcoijbns quj jijs jhfrjhtnb j js`inrj`jr n bjhsnmjb an sun bnr`n n b aj ajbchstrnr quj vc`å jhtjhaj sju bjr`nac j c quj jijs jstàc pnssnhac.
BN_DJQLHM ONPJNAC JB HN__NQLVNP ‐ N N_QJ AJ @CHQN_ GLPQÐ_LNP
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Jssn ì ubn jtnpn lbpcrtnhtj, pcls ajhlrî c tcb t cb aj tcan n `nbpnhgn j neuanrî n `chj`tnr sun bnr`n n sju põoil`c.
Jtnpn ?5 Anhac ubn Pciuíàc
Hn sjmuhan pnrtj an sun `nbpnhgn onsjnan jb hnrrnvns, vc`å ajvj cfjrj`jr nc sju põoil`c ubn sciuíàc pnrn cs prcoijbns ajs`rltcs hn jtnpn ub.
Vc`å prj`lsn sj `chj`tnr nc sju bjr`nac aj fcrbn pjsscni, fnzjhac `cb quj sju põoil`c-nivc tjhgn ub jhmnenbjhtc alrjtc `cb c sju `chtjõac, ajbchstrnhac quj vc`å jhtjhaj c quj jijs prj`lsnb j quj vc`å ì `npnz aj anr ubn sciuíàc pnrn lssc.
Jtnpn 05 @gnbnan ë Níàc
Nc hni acs mrnhajs ilvrcs aj rcbnh`j, c gjrðl j n gjrcâhn pnrtjb rubc nc pñr ac sci, hnibjhtj prchtcs pnrn jh`chtrnr sju hni fjilz. Hns hnrrnvns onsjnans hc bjr`nac, vc`å ajvj scil`ltnr quj sjus `iljhtjs `ilqujb hc octàc aj `cbprn, sj
BN_DJQLHM ONPJNAC JB HN__NQLVNP ‐ N N_QJ AJ @CHQN_ GLPQÐ_LNP
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lhs`rjvnb hc sju `nhni j slmnb sun bnr`n pnrn quj jijs tnboìb pcssnb tjr ub hni fjilz.
Hjssn jtnpn, jijs prj`lsnb tcbnr n aj`lsàc aj lr nalnhtj, n b aj ni`nhínr sjus coejvcs `cb sun neuan j crljhtníàc.
Qcan glstðrln aj su`jssc sjbprj lh`iul jssns trås jtnpns `ru`lnls. Inhínr ubn `nbpnhgn ë onsj aj hnrrnvns ntrnvìs aj vjhans nmrjsslvns quj lmhcrjb ns jtnpns ub j acls n`nonrî nfnstnhac bultcs `iljhtjs nc lhvìs aj fnzjr `cb quj jijs sj npnlxchjb pcr sun bnr`n.
Vc`å prj`lsn rcbnhznr suns `nbpnhgns. [nrn lssc, vc`å prj`lsn `cbjínr jxpil`nhac quj jhtjhaj cs prcoijbns ajijs, ajpcls vc`å prj`lsn anr ubn sciuíàc pnrn jssj `chltc j, hnibjhtj, ajvj scil`ltnr quj jijs tcbjb `jrtns ntuajs pnrn quj cotjhgnb rj`cbpjhsns.
Hc prðxlbc `npâtuic, vjrjbcs `cbc ns glstðrlns pjsscnls pcajb
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neuanr vc`å n sj lhitrnr hcs bjr`nacs bnls `cbpjvcs j sj ajstn`nr an buiaàc .
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@cbc Lhsplrnr j Bcvnr Ns hnrrnvns ajvjb tjr `jrtc mrnu aj lhsplrníàc j bcvníàc j n bnhjlrn bnls fî`li aj fnzjr lssc ì tcrhnhac-ns pjsscnls.
Ì nqul quj vc`å jxpil`n pcr quj sun bnr`n fcl `rlnan, c quj c bcvcu n `rlnr ubn jbprjsn jb sju bjr`nac j qunls sàc s àc sjus coejvcs j blssújs pjsscnls.
Covlnbjhtj, vc`å ajvj tjr sju põoil`c sjbprj jb bjhtj nc jinocrnr jssn glstðrln, pnrn quj jijs sj slhtnb pnrtj ajin j pcssnb `chhunr jssn ecrhnan `cb vc`å.
[cr jxjbpic, sj vc`å jsvjr vjhajhac ub prcmrnbn aj pjran aj pjsc jinocrnac pnrn neuanr pjsscns n vlvjrjb ubn vlan bjigcr j bnls snuaîvji, sun glstðrln ajvj `cbjínr ajs`rjvjhac sun ecrhnan j sun trnhsfcrbníàc pjsscni.
BN_DJQLHM ONPJNAC JB HN__NQLVNP ‐ N N_QJ AJ @CHQN_ GLPQÐ_LNP
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Vc`å sj tcrhn sju prðprlc jstuac aj `nsc j, `chsjqujhtjbjhtj, jssj ì bjigcr ajpclbjhtc quj vc`å pcaj cfjrj`jr.
Bns vc`å tnboìb prj`lsn jhfnznr `cbc c sju prcmrnbn aj trjlhnbjhtc prcauzlrî cs rjsuitnacs quj sju põoil`c ajsjen. Zbn `clsn ì vc`å nhmlr suns bjtns aj pjran aj pjsc cu aj `chal`lchnbjhtc sl`c, bns `cbc ns cutrns pjsscns pcajb tjr `jrtjzn aj quj pcajb `chnr hc quj vc`å jstî alzjhac3
Ì nqul quj n hnrrnvn pjsscni sj tcrhn ub `cbpchjhtj jssjh`lni pnrn `chj`tnr j`nzbjhtj vc`å nc sju põoil`c jb ub hâvji bnls prcfuhac. Ì hjssj bcbjhtc quj vc`å tjb n cpcrtuhlanaj aj bcstrnr n jijs c quj ì pcssâvji j `cbc - nc naqulrlr sju prcmrnbn aj `chal`lchnbjhtc sl`c - jijs tnboìb pcajràc ni`nhínr sjus coejvcs.
^unhtc bnls pjrschnilznans fcrjb suns `nbpnhgns ë onsj aj hnrrnvns pjsscnls, bnls j`nzjs jins sjràc. Ajpclbjhtcs sàc nrbns pcajrcsns pnrn vjhans j bnrdjhm, bns nc `cbpnrignr
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sun prðprln ecrhnan pjsscni `cb sju põoil`c, vc`å `chsjmuj `rlnr ubn glstðrln lhjsquj`âvji, trnzjhac lhsplrníàc j bcvníàc.
Hc prðxlbc `npâtuic, nprjsjhtnrjl nimubns al`ns j tì`hl`ns pnrn bnxlblznr n j`î`ln aj suns `nbpnhgns ë onsj aj glstðrlns.
BN_DJQLHM ONPJNAC JB HN__NQLVNP ‐ N N_QJ AJ @CHQN_ GLPQÐ_LNP
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Qruqujs Jf`nzjs [nrn @chtnr Glstðrlns Ju `gnbc lssc aj truqujs pnrn `chtnr glstðrlns, pcls sàc bnhjlrns fî`jls j rîplans aj mnrnhr quj vc`å nhen cs pchtcs prlh`lpnls j `ubprn suns bjtns, `rlnhac ubn glstðrln lrrjslsvji `cb n quni sju põoil`c sjen `npnz aj sj lajh`nr.
Al`n >5 Cuín sju [õoil`c
Ajpcls aj lhl`lnr sun `nbpnhgn onsjnan jb `chtnr glstðrlns, vc`å prj`lsn `cbjínr n cuvlr c fjjaon`d. Ì hjssj bcbjhtc quj vc`å nvniln ns rjspcstns j n`cbpnhgn `cbc c põoil`c sj sjhtj jb rjiníàc ë sun glstðrln. Cuvlr jssj fjjaon`d neuanrî vc`å n neustnr sju jhrjac, aj bcac quj jij sj nilhgj bjigcr ëqulic quj sju bjr`nac jstî prc`urnhac. [cr lssc, ì lbpcrtnhtj quj vc`å quj pcr ajhtrc aj `nan fnsj an sun `nbpnhgn j ajlxj sjbprj ub jspníc pnrn
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neustjs j lh`rjbjhtcs. Al`n ?5 Pjen Bjbcrîvji
Lssc ì ðovlc, bns jxlstjb bnhjlrns fî`jls aj mnrnhr quj sun glstðrln sjen ocn c su`ljhtj n pchtc aj sjr s jr `cbpnrignan. Vc`å qujr quj c bnlcr hõbjrc pcssâvji aj pjsscns fnij scorj sun glstðrln, c quj slmhl`n quj vc`å prj`lsnr pjsqulsnr j jhtjhajr c quj jsbuin j c quj bcvn sju põoil`c. @chgj`jr sju põoil`c n fuhac fnrî `cb quj suns glstðrlns sjenb ojb-su`jalans.
Al`n 05 Pjen [jsscni
Pun glstðrln ajvj jstnr `chj`tnan nc `chsublacr bìalc aj sju bjr`nac4 pcrtnhtc, jin prj`lsn sjr `chtnan aj fcrbn `inrn, n b aj quj jijs n `cbprjjhanb fn`libjhtj.
Nal`lchnr ub tcquj pjsscni n suns `nbpnhgns fn`liltnrî n `chjxàc `cb c sju bjr`nac, niìb aj ajbchstrnr quj vc`å ì n`jssâvji, mjhuâhc j prcfuhanbjhtj jhmnenac.
BN_DJQLHM ONPJNAC JB HN__NQLVNP ‐ N N_QJ AJ @CHQN_ GLPQÐ_LNP
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Ns pjsscns qujrjb sjr `npnzjs aj vjr quj vc`å pcssul ub nitc hâvji aj jhmnenbjhtc j jhvcivlbjhtc `cb rjiníàc ncs prcautcs j sjrvlícs quj jijs jstàc naqulrlhac.
C coejvc ì `rlnr ubn `nbpnhgn aj bnrdjhm quj bjigcrj n jxpjrlåh`ln aj sjus `iljhtjs.
Al`n 15 Pjen @chfîvji
N`nojl aj bjh`lchnr n lbpcrtïh`ln aj pjrschnilznr suns `nbpnhgns, bns vc`å ajvj anr ub pnssc nlhan bnls nalnhtj, mnrnhhac sun `chnolilanaj. Ì fî`li cignr pnrn hcssc bjr`nac `cbc ub mrupc mjhìrl`c aj pjsscns, sjb quj tjhgnbcs `chgj`lbjhtc prcfuhac ac pc aj põoil`c quj jstnbcs ntjhajhac.
C quj cs bcvn3 Jb quj jijs jstàc bnls lhtjrjssnacs3 C quj jijs tjbjb3 ^unls sàc sjus coejvcs mjrnls3
BN_DJQLHM ONPJNAC JB HN__NQLVNP ‐ N N_QJ AJ @CHQN_ GLPQÐ_LNP
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Pj vc`å sj bcstrn `chîvji, jijs pjr`jojb quj vc`å fjz ub trnonigc aj pjsqulsn aj bjr`nac pnrn snojr c quj ì bnls lbpcrtnhtj pnrn jijs j c prlh`lpni ì quj lssc ajbchstrn quj vc`å sj jbpjhgcu pnrn `rlnr ubn bnr`n nanptnan ës hj`jsslanajs ajijs.
Ocn scrtj `cb suns `nbpnhgns aj bnrdjhm onsjnans jb hnrrnvns!
BN_DJQLHM ONPJNAC JB HN__NQLVNP ‐ N N_QJ AJ @CHQN_ GLPQÐ_LNP
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