{"id":187452,"date":"2026-07-08T16:15:41","date_gmt":"2026-07-08T16:15:41","guid":{"rendered":"https:\/\/raed.academy\/?p=187452"},"modified":"2026-07-08T16:15:41","modified_gmt":"2026-07-08T16:15:41","slug":"lalianca-entre-zara-i-bad-bunny-obre-una-nova-era","status":"publish","type":"post","link":"https:\/\/raed.academy\/ca\/lalianca-entre-zara-i-bad-bunny-obre-una-nova-era\/","title":{"rendered":"L’alian\u00e7a entre Zara i Bad Bunny obre una nova era"},"content":{"rendered":"
\"David

Dr. David L\u00f3pez<\/p><\/div>\n

David L\u00f3pez<\/strong><\/em><\/a>, deg\u00e0 del programa\u00a0Full-Time\u00a0MBA\u00a0<\/strong>de l’escola de negocis Esade<\/strong> i acad\u00e8mic de n\u00famero de la Reial Acad\u00e8mia Europea de Doctors<\/strong> (RAED), aborda la relaci\u00f3 entre la firma espanyola de retail Zara<\/strong>, del grup Inditex<\/strong>, i el cantant porto-riqueny Bad Bunny<\/strong> arran de la seva aparici\u00f3 al popular espectacle de la final de l’\u00faltima Super Bowl de futbol americ\u00e0 amb un conjunt d’aquesta marca a l’article “What Zara And Bad Bunny Teach Us About The New Economics Of Cultural Relevance”<\/strong>, publicat a l’edici\u00f3 digital de la revista “Forbes”<\/strong> el passat 31 de maig. Per a l’expert, aquesta col\u00b7laboraci\u00f3 no \u00e9s nom\u00e9s una campanya de moda m\u00e9s, ja que representa un canvi profund en la forma en qu\u00e8 les marques generen valor en una era on l’atenci\u00f3 abunda, per\u00f2 el significat escasseja.<\/p>\n

“Durant d\u00e8cades, Zara, la marca ins\u00edgnia d’Inditex, va construir un dels models de venda minorista m\u00e9s exitosos de la hist\u00f2ria gr\u00e0cies a la seva rapidesa, excel\u00b7l\u00e8ncia operativa i innovaci\u00f3 a la cadena de subministrament. A difer\u00e8ncia de molts dels seus competidors, rares vegades va dependre del suport de celebritats. La fortalesa de la marca residia en la seva capacitat per interpretar les tend\u00e8ncies i llan\u00e7ar-les al mercat amb m\u00e9s rapidesa que gaireb\u00e9 qualsevol altra marca. La col\u00b7laboraci\u00f3 amb Bad Bunny suggereix una evoluci\u00f3 en aquella f\u00f3rmula. En lloc de simplement vendre moda, Zara est\u00e0 invertint en significat cultural”, considera l’expert.<\/p>\n

Per a l’acad\u00e8mic, aquesta alian\u00e7a il\u00b7lustra tres tensions clau del futur del branding: l’escala davant la identitat, ja que les marques globals dilueixen el sentit de pertinen\u00e7a en expandir-se massivament; els l\u00edmits de l’autenticitat fabricada, ja que l’autenticitat sorgeix de connexions genu\u00efnes amb ecosistemes culturals preexistents, i la cultura com a avantatge competitiu, ja que en un m\u00f3n on productes, cadenes de subministrament i models de negoci es copien f\u00e0cilment, la legitimitat cultural es converteix en un recurs estrat\u00e8gic esc\u00e0s i dif\u00edcil de reproduir. L\u00f3pez conclou que Zara i Bad Bunny demostren que les marques guanyadores ja no competiran nom\u00e9s per quota de mercat o per fabricar els millors productes, sin\u00f3 per formar part de les hist\u00f2ries que les persones expliquen sobre si mateixes, destacant el relat cultural com a nou actiu m\u00e9s valu\u00f3s.<\/p>\n

\"\"L\u00f3pez \u00e9s doctor en\u00a0Estrat\u00e8gia\u00a0Digital per la\u00a0Universitat\u00a0Internacional de\u00a0Catalunya<\/strong>, enginyer en Electr\u00f2nica i Telecomunicacions i m\u00e0ster en Direcci\u00f3 de Projectes. Tamb\u00e9 \u00e9s MBA per Esade i l’Escola de Negocis Fuqua <\/strong>de la\u00a0Universitat\u00a0Duke<\/strong>\u00a0(Estats Units). Ha estat docent convidat a la\u00a0Universitat\u00a0de\u00a0Xile<\/strong>, la\u00a0Universitat Cat\u00f2lica de C\u00f3rdoba<\/strong>\u00a0(Argentina) i\u00a0Universitat\u00a0de S\u00e3o Paulo<\/strong> (Brasil).<\/p>\n

Va ingressar a la Reial Acad\u00e8mia l’octubre passat amb el discurs “La singularitat relativa en m\u00e0rqueting: tecnologia i humanitat en l\u2019era de la intel\u00b7lig\u00e8ncia artificial”<\/strong><\/a>, en el que analitza el concepte de singularitat i la seva evoluci\u00f3, aix\u00ed com les aplicacions de la intel\u00b7lig\u00e8ncia artificial al m\u00f3n del m\u00e0rqueting. A l’\u00e0mbit empresarial, l’acad\u00e8mic compta amb m\u00e9s de 20 anys d’experi\u00e8ncia professional al m\u00f3n de les tecnologies de la informaci\u00f3. Ha fundat diverses start-ups i firmes de consultoria. Ha estat membre de la Junta Directiva<\/strong> del Club M\u00e0rqueting Barcelona<\/strong>, membre de la Junta Directiva de GrausTIC<\/strong> i vicepresident del Cap\u00edtol de Barcelona<\/strong> de l’Institut de Gesti\u00f3 de Projectes<\/strong>.<\/p>\n

Llegiu l’article<\/a><\/em><\/h2>\n","protected":false},"excerpt":{"rendered":"

David L\u00f3pez aborda la relaci\u00f3 entre la firma espanyola de retail Zara i el cantant porto-riqueny Bad Bunny arran de la seva aparici\u00f3 al popular espectacle de la final de l’\u00faltima Super Bowl de futbol americ\u00e0 amb un conjunt d’aquesta marca, a l’article “What Zara i Bad Bunny Teach Us About The New Economics Of Cultural Relevance”<\/p>\n","protected":false},"author":12,"featured_media":187571,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[387,233],"tags":[],"class_list":["post-187452","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ciencies-de-la-comunicacio","category-economiques-i-empresarials","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nL'alian\u00e7a entre Zara i Bad Bunny obre una nova era - Reial Acad\u00e8mia 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