{"id":40553,"date":"2025-09-15T10:19:47","date_gmt":"2025-09-15T08:19:47","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=240560"},"modified":"2025-09-15T14:27:10","modified_gmt":"2025-09-15T12:27:10","slug":"visual-brand-gap-gefahr-fuer-die-markenkonsistenz","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2025-09-15\/visual-brand-gap-gefahr-fuer-die-markenkonsistenz\/","title":{"rendered":"Visual brand gap: una minaccia per la coerenza del marchio"},"content":{"rendered":"

\"\"Solo il 39 % dei dipendenti si sente sicuro nel gestire il visual design, mentre sempre pi\u00f9 decisioni vengono prese al di fuori dei dipartimenti di marketing. Di conseguenza, le identit\u00e0 dei marchi stanno perdendo consistenza.<\/p>\r\n

Decisioni visive senza voto<\/h3>\r\n

La comunicazione visiva non \u00e8 pi\u00f9 dominio esclusivo dei dipartimenti di marketing. Secondo l'indagine condotta su 598 specialisti e manager, 54 % della direzione e 47 % dei dipartimenti HR decidono regolarmente i contenuti visivi in modo indipendente e senza consultare i brand manager. \"Ogni presentazione, ogni annuncio di lavoro, ogni nota interna modella l'immagine del marchio, di solito in modo incontrollato e incoerente\", avverte Per Kasch, fondatore di Sight Effect.<\/p>\r\n

Mancanza di fiducia nelle proprie competenze<\/h3>\r\n

Il problema principale \u00e8 la mancanza di fiducia nella gestione del design visivo. Solo 39 % di tutti gli intervistati si ritengono competenti, e nei team di marketing e branding la cifra \u00e8 di soli 50 %. La fiducia nella valutazione dell'impatto visivo \u00e8 ancora pi\u00f9 bassa: solo 26 % si sentono sicuri in quest'area. Questo deficit costa tempo ed efficienza. Un totale di 60 % riferisce di ritardi nei processi di creazione dei contenuti.<\/p>\r\n

I processi interni rimangono deboli<\/h3>\r\n

Sebbene il 46 % degli intervistati dichiari l'esistenza di linee guida interne per il visual design. Tuttavia, solo 54 % le rispettano costantemente e solo 49 % giudicano i processi efficaci. Ci\u00f2 significa che quasi la met\u00e0 delle decisioni visive si basa sull'intuizione piuttosto che su principi strategici, con rischi conseguentemente elevati per la coerenza del marchio.<\/p>\r\n

L'intelligenza artificiale come speranza e rischio<\/h3>\r\n

Un'altra area di tensione \u00e8 rappresentata dall'uso dell'intelligenza artificiale. Il 60 % degli intervistati considera l'IA generativa sempre pi\u00f9 importante, ma solo il 46 % ritiene che i contenuti IA soddisfino i requisiti di qualit\u00e0. \"Gli strumenti di IA non sono una panacea. Richiedono un controllo preciso da parte di esperti di visual per garantire la coerenza del marchio\", sottolinea Kasch.<\/p>\r\n

Dipendenza da soggetti esterni<\/h3>\r\n

Lo studio evidenzia anche la mancanza di competenze interne: solo il 23 % ritiene che all'interno dell'azienda siano disponibili competenze sufficienti. Molti si affidano ad agenzie esterne, ma solo il 45 % degli intervistati \u00e8 convinto che i fornitori di servizi comprendano davvero il loro marchio.<\/p>\r\n

Invito alla formazione continua<\/h3>\r\n

La maggior parte dei dipendenti ha gi\u00e0 riconosciuto la soluzione: Un totale di 82 % sono insoddisfatti delle loro conoscenze e vogliono migliorarle attivamente. Per Kasch, questo \u00e8 un chiaro segnale: \"Costruire una competenza visiva interna attraverso la formazione e l'aggiornamento non \u00e8 pi\u00f9 un \"nice-to-have\", ma un must strategico\".<\/p>\r\n

La competenza visiva come fattore competitivo<\/h3>\r\n

Lo studio dimostra inoltre che, in un momento in cui vengono create milioni di nuove immagini di IA ogni giorno, la coerenza visiva sta diventando un fattore di successo decisivo. Le aziende che stabiliscono standard vincolanti, professionalizzano i processi e investono in modo mirato nelle competenze interne non solo assicurano la loro identit\u00e0 di marchio, ma anche la loro competitivit\u00e0.<\/p>\r\n

\r\n

Il sondaggio rappresentativo \u00e8 stato condotto online nel gennaio 2025 e fornisce informazioni approfondite sul potenziale della comunicazione visiva del marchio. Hanno partecipato 598 professionisti legati alla comunicazione visiva della Svizzera tedesca e francese. Il rapporto completo dello studio\u00a0<\/a><\/em><\/p>\r\n

Effetto vista<\/a> \u00e8 stata fondata nel 2024 dal famoso fotografo pubblicitario e specialista del marchio Per Kasch per aiutare le aziende a colmare il loro gap visivo del marchio. Il metodo SightE ffect combina la gestione strategica del marchio con la formazione pratica per aumentare le competenze visive dei team.\u00a0<\/em><\/p>\r\n

\"\"\r\n
Sight Effect \u00e8 stata fondata nel 2024 dal famoso fotografo pubblicitario e specialista del marchio Per Kasch per aiutare le aziende a colmare il loro gap visivo del marchio.<\/figcaption>\r\n<\/figure>","protected":false},"excerpt":{"rendered":"

Uno studio condotto dagli esperti di comunicazione visiva Sight Effect rivela un divario allarmante: Esiste un divario visivo tra la strategia del marchio e la sua attuazione.<\/p>","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":"Visual Brand Gap","_yoast_wpseo_metadesc":"Eine Studie von Sight Effect legt eine alarmierende L\u00fccke offen: Zwischen Markenstrategie und deren Umsetzung klafft ein Visual Brand Gap.","articlekey":"","footnotes":""},"categories":[29],"tags":[4345,4343,459,5538],"class_list":["post-40553","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-business","tag-markom","tag-studie","tag-visuelle-gestaltung"],"acf":[],"yoast_head":"\nVisual Brand Gap \u2013 Gefahr f\u00fcr die Markenkonsistenz - Organisator<\/title>\n<meta name=\"description\" content=\"Eine Studie von Sight Effect legt eine alarmierende L\u00fccke offen: Zwischen Markenstrategie und deren Umsetzung klafft ein Visual Brand Gap.\" \/>\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.organisator.ch\/it\/marketing\/2025-09-15\/visual-brand-gap-gefahr-fuer-die-markenkonsistenz\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Visual Brand Gap \u2013 Gefahr f\u00fcr die Markenkonsistenz - 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