成人小说亚洲一区二区三区,亚洲国产精品一区二区三区,国产精品成人精品久久久,久久综合一区二区三区,精品无码av一区二区,国产一级a毛一级a看免费视频,欧洲uv免费在线区一二区,亚洲国产欧美中日韩成人综合视频,国产熟女一区二区三区五月婷小说,亚洲一区波多野结衣在线

立即打開
如何打造一個突破性品牌?

如何打造一個突破性品牌?

財富中文網(wǎng) 2017-01-05
一位營銷專家談?wù)撔旅襟w時代的營銷策略。

品牌建設(shè)是高級藝術(shù),里面總有一些學(xué)問:你要確定品牌應(yīng)該代表什么和向什么人做宣傳,你要建造一個強(qiáng)有力的消息平臺,將資源對準(zhǔn)正確的媒體。這一觀念依然精確無誤,但如今,消費(fèi)者評價品牌的方式以及他們的觀點的傳播方法都發(fā)生了徹底改變。為了獲得有關(guān)見解,《財富》的杰妮弗·雷因戈爾德和寶潔公司前營銷主管、吉姆·斯騰格爾公司的品牌咨詢顧問吉姆·斯騰格爾(Jim Stengel)進(jìn)行了對話。

《財富》: 與一二十年前相比,如今在品牌建設(shè)方面最大的挑戰(zhàn)是什么?

斯騰格爾:是努力傳遞一種目的感。我覺得這不是新出現(xiàn)的情況,它已經(jīng)存在好些年了。人們在這方面做得越來越來。在不久前美國全國廣告商協(xié)會(ANA)上,我聽到了好幾個員工幫助公司找到目的感的精彩故事。其中一個是是關(guān)于芭比娃娃的生產(chǎn)商美泰(Mattel)的。芭比娃娃低迷了很長時間,沒人知道該拿它怎么辦。員工于是回到了公司成立的時期:創(chuàng)始人希望芭比娃娃做些什么?公司最初的意愿是讓女孩子們想像自己成為各種角色,在玩耍的過程中激發(fā)自信心。

與過去相比,還有什么其他變化呢?

我們一定要關(guān)注 “故事性”品牌的崛起。這些品牌擁有容易看到和理解的故事。人們希望讓品牌充滿人情味,有個性,有趣味,像是一位朋友。

在品牌的信息宣傳方面,社交媒體一定是跟從前最大的不同之處了。

巨大的不同。它給你帶來品牌的擁護(hù)者,讓你與消費(fèi)者對話,了解更多的信息和進(jìn)行回應(yīng)。品牌建設(shè)就是全力爭取那些有可能成為你的品牌的擁護(hù)者的那些人。你必須容忍很多人談?wù)撃愕钠放?,授?quán)他們這么做。

社交媒體也可能傷害一個品牌,而且是在很短的時間內(nèi)。你如何應(yīng)對這種情況?

一旦出事,你必須能夠駕馭。采取措施之前,你要多花些時間考慮清楚。這是需要不同的決策流程和一支敏捷快速并且得到授權(quán)的團(tuán)隊。星巴克在搞種族活動時出現(xiàn)過失誤,但并未造成持續(xù)的影響。他們度過了那場風(fēng)波,因為人們都知道,他們本意是好的。而且,他們很快承認(rèn):“我們在這事上做得不對。”這么做很有人情味。

有些總倚仗規(guī)模來做宣傳的大品牌遇到了挫折,為什么?

規(guī)模不是壞事,但它不再有從前那樣的競爭優(yōu)勢。原因是,銷售渠道如今變得多種多樣。另一個轉(zhuǎn)變是計算能力和每人可獲取的數(shù)據(jù)有了驚人的提升。此外,市場的生態(tài)系統(tǒng)也和從前不一樣了。你不能低估谷歌和Facebook的巨大影響。(財富中文網(wǎng))

?

作者:Jennifer Reingold

譯者:Ty

There has always been some science to the high art of brand building: Identify what the brand is supposed to stand for and whom you are trying to reach. Build a strong messaging platform. And target your resources to the right media. That approach is still accurate, yet both the way consumers evaluate brands and the method by which their meaning is disseminated have changed completely. Fortune’s Jennifer Reingold spoke with Jim Stengel, head of branding consultancy the Jim Stengel Co. and former global marketing head atProcter & Gamble (PG), to get some perspective.

FORTUNE: What are the biggest changes you see in building a brand today vs. 10 or 20 years ago?

Stengel: People are -really trying to convey a sense of purpose. I don’t think that’s a fad; it’s been with us for several years, and people are getting better at it. At the recent ANA [Association of National Advertisers] meeting, there were several remarkable stories about employee enablement of the company’s purpose.One was Mattel. Barbie has been in a funk for a long time, and no one knew what to do with her. They went back to when the company was founded. What did the founder hope Barbie would do? The original intent was to get girls to think of themselves in various roles and inspire confidence through play.

What other changes are there?

We have to look at the rise of the “story” brands. They have a story that’s easy to access and understand. There’s a willingness to be human and have a personality and have some fun. They behave like a friend behaves.

Social media has got to be the biggest single difference in how a brand’s message gets out.

It’s enormous. It lets you create advocates and to have a dialogue, to learn more, and to react. The brand building is about fully engaging those who are potential advocates. You have to be okay with lots of people talking about your brand—and give them license to do so.

Social media can also really harm a brand—and -quickly. How do you deal with that?

You have to be willing to jump on [problems] when they happen. Before, you had more time to think. That requires a different decisionmaking process and a fast, nimble, and empowered team.

When Starbucks stumbled on its race initiative, it didn’t have lasting impact. They blew right by it because everyone knew their intent was good. And they quickly said, “We didn’t get that right.” It was very human.

Some big brands that have always relied on scale to get their message out have stumbled. Why?

Scale is not bad. But it’s not the competitive advantage it used to be. For one, everyone is now selling through different channels. Another shift is the incredible rise in computing power and data available to everyone. Also, the ecosystems in marketing are different. You can’t underestimate the overwhelming influence of Google and Facebook.

掃描二維碼下載財富APP
国产真实老熟女无套内谢妓女| 亚洲精品中文字幕无码视频| 国产91精品高潮白浆喷水| 亚洲经典激情春色另类| 国产无遮挡18禁无码麻豆| 国产AV无码专区亚洲AV手机麻豆| 久久伊人少妇熟女大香线蕉| 国产成人欧美日韩在线电影| japanese日本熟妇另类| 色综合无码精品久久一区二区三区| 国产chinese男男gay视频网| 欧美日韩国产中文精品字幕自在自线| 国产成人精品热玖玖玖| 亚洲av无码日韩av无码导航| 亚洲日韩成人久久Av免费高清| 无码高潮喷水在线播放观看| 91精品国产高清久久久久久| 和邻居少妇愉情中文字幕| 久久亚洲中文字幕无码| 日本高清中文字幕免费一区二区| 亚亚洲国产精品va在线观看香蕉| 人妻老妇乱子伦精品无码专区| 一区二区免费国产在线观看| 国产精品成人无码免费| 无码爆乳护士让我爽| 亚洲AV成人无码精品网站漫画| 蜜臀AⅤ永久无码精品| AV人摸人人人澡人人超碰妓女| 久久精品国产一区二区电影| 色欲av伊人久久大香线蕉影院| 中文成人无码精品久久久不卡| 2021亚洲精品一卡2卡三卡4卡| 西西大胆午夜人体视频| 在线国产又粗又硬又黄大片| 久久国产精品二国产精品| 日韩欧美狼一区二区三区免费观看| 国产精品亚洲二区在线观看| 天天日天天插欧美日韩手机在线| 青青草国产在线视频在线观看| 久久夜色精品国产欧美乱| 最近日本电影hd免费观看|