{"id":12155,"date":"2022-03-16T22:58:28","date_gmt":"2022-03-16T21:58:28","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=167332"},"modified":"2022-08-01T12:46:39","modified_gmt":"2022-08-01T10:46:39","slug":"was-bedeutet-eigentlich-trilemma","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2022-03-16\/was-bedeutet-eigentlich-trilemma\/","title":{"rendered":"Cosa significa in realt\u00e0 \"trilemma\"?"},"content":{"rendered":"<img class=\"aligncenter wp-image-158930 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2021\/10\/kolumne_pnp_wasnedeuteteigentlich.jpg\" alt=\"Trilemma\" width=\"1200\" height=\"801\" \/>\r\n\r\nCome se i dilemmi non fossero gi\u00e0 abbastanza difficili, i trilemmi stanno spuntando dappertutto per aumentare l'infelicit\u00e0 del mondo. Non solo nella politica globale, nell'economia globale o nel dibattito sul clima globale, ma sempre pi\u00f9 spesso anche in ambiti pi\u00f9 banali come la pubblicit\u00e0 e il marketing.\r\n\r\nIl \"trilemma\" \u00e8 un'espressione di recente introduzione, linguisticamente antica, che viene utilizzata per completare una parola gi\u00e0 esistente (dilemma) - proprio come \"proattivo\", ad esempio. Perci\u00f2 \u00e8 meglio diffidare di chiunque voglia affrontare un trilemma in modo proattivo. Perch\u00e9 l'uso di neologismi cos\u00ec esagerati ha sempre un che di vanaglorioso ed escludente. Vengono percepite come adatte per un certo periodo e si diffondono furiosamente prima di sprofondare nuovamente nell'insignificanza - di solito a ragione.\r\n\r\nIl dilemma, invece, resiste con coraggio, soprattutto nel nostro settore. E non solo da quando la quota attribuita da Henry Ford \"Il cinquanta per cento in pubblicit\u00e0 viene sempre buttato via\". Ma non si sa quale met\u00e0 sia\". Anche se questa \"regola\" ha perso molto del suo fascino nell'era del marketing basato sui dati, era almeno affidabile.\r\n<h3><strong>Una nuova parola al momento giusto<\/strong><\/h3>\r\nMentre con il buon vecchio dilemma dobbiamo decidere solo tra due opzioni, con il trilemma la situazione si complica enormemente. Tuttavia, come sappiamo, le agenzie tendono ancora a proporre tre strade ciascuna quando presentano ai clienti soluzioni di naming, branding o campagning.\r\n\r\nCos\u00ec facendo, di solito non solo sovraccaricano se stessi, ma anche i clienti. Questo perch\u00e9 la scelta di tre opzioni, ognuna delle quali \u00e8 inaccettabile, spesso porta alla nascita di una quarta, che \u00e8 un mix tossico delle tre.\r\n\r\nAnche se tutti sperano che ci\u00f2 produca un risultato convincente, accade sempre il contrario. Anche nel caso migliore, la selezione tra tre proposte valide, dove alla fine se ne pu\u00f2 scegliere solo una, rimane difficile. Alla fine, spesso \u00e8 l'arbitrariet\u00e0 dei superiori o dei clienti a decidere.\r\n\r\nPertanto, evitate i trilemmi ed elaborate piuttosto una sola proposta. Poich\u00e9 il mondo \"reale\" \u00e8 gi\u00e0 pieno di veri trilemmi: politici, economici, ecologici e psicologici, non c'\u00e8 bisogno di crearne di artificiali.\r\n\r\n<hr \/>\r\n\r\n<em>*\u00a0<strong>Benno Maggi\u00a0<\/strong>\u00e8 co-fondatore e CEO di Partner &amp; Partner. Ha origliato l'industria per oltre 30 anni, scoprendo per noi parole e termini che possono essere usati per chiacchiere, pomposit\u00e0, eccitazione, giocare a Scarabeo o semplicemente perch\u00e9.<\/em>","protected":false},"excerpt":{"rendered":"<p>Als w\u00e4ren Dilemmas nicht schon schwierig genug, tauchen zu allem Elend auf der Welt \u00fcberall Trilemmas auf. Nicht nur in der Weltpolitik, der Weltwirtschaft oder der Weltklima-Debatte, sondern vermehrt auch in banaleren Gefilden wie der Werbung und dem Marketing. Das \u00abTrilemma\u00bb ist ein neu lancierter, sprachlich uralter Ausdruck, mit der ein bereits vorhandenes Wort (Dilemma) [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Trilemma","_yoast_wpseo_metadesc":"Benno Maggi erkl\u00e4rt in seiner Kolumne \u00abWas bedeutet eigentlich...?\u00bb Begriffe aus dem Marketing- und Kommunikationsbereich.","articlekey":"","footnotes":""},"categories":[29],"tags":[3221],"class_list":["post-12155","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-trilemma"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Was bedeutet eigentlich\u2026 \u00abTrilemma\u00bb? - Organisator<\/title>\n<meta name=\"description\" content=\"Benno Maggi erkl\u00e4rt in seiner Kolumne \u00abWas bedeutet eigentlich...?\u00bb Begriffe aus dem Marketing- und Kommunikationsbereich.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.werbewoche.ch\/de\/marketing\/was-bedeutet-eigentlich\/2022-03-16\/was-bedeutet-eigentlich-trilemma\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Was bedeutet eigentlich\u2026 \u00abTrilemma\u00bb? 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