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單期簡介
品牌不能只靠知名度
卓越品牌背後8大核心理念
無論你有沒有意識到,我們都在找尋能讓我們思考,能讓我們感動,幫助我們成長,以某種方式豐富我們生活的體驗。你要盡你所能,讓你的品牌成為此一過程的一部分。
2021-01-13 /  854  1
輕鬆聽大師
俞國定導讀
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目 錄 導 讀 付費內容 延伸閱讀 輕鬆抓重點

Principle 1

品牌不能只靠知名度

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

品牌知名度和認知度只是評量品牌效益的表面指標。更重要的是,優秀品牌會與消費者建立關係。它們貼近消費者的需求,並能引發消費者的共鳴。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Principle 1

Brands need to be more concerned about relevancy and resonance than awareness

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Brand awareness and recognition are just superficial measures of any brand's effectiveness. More importantly, good brands build relationships with consumers. They are relevant to what consumers want and resonate with them.


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
首先,品牌究竟要如何定義?有人是這樣定義的:感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
First, how exactly do you define a brand? One definition is:感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

「品牌是一切的總和,包括好的、壞的、醜陋的或與策略無關的。品牌的定義來自你最好的產品和你最差的產品;來自獲獎連連的優秀廣告,和莫名其妙通過批准,然後毫無意外地被人遺忘的糟糕廣告;來自你最優秀員工的成就,和你最差勁員工製造的麻煩。品牌的定義也來自顧客碰到的接待員,以及顧客在電話線上等待時聽到的音樂。執行長可以發表措詞華麗的公開聲明,但品牌的定義也來自走廊或網路聊天室中可以聽到的消費者嘲諷意見。品牌像海綿一樣吸納了內容、影像和稍縱即逝的感覺,最後變成大眾心中的印象,也許就此根深蒂固。因此,你無法完全控制一個品牌,頂多只能引導和影響它而已。」

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

"A brand is the sum of the good, the bad, the ugly and the off-strategy. It is defined by your best product as well as your worst product. It is defined by award-winning advertising as well as by the awful ads that somehow slipped through the cracks, got approved and, not surprisingly, sank into oblivion. It is defined by the accomplishments of your best employee as well as by the mishaps of the worst hire you ever made. It is also defined by your receptionist and the music your customers are subjected to when placed on hold. For every grand and finely worded public statement by the CEO, the brand is also defined by derisory consumer comments overheard in the hallway or in a chat room on the Internet. Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such you can't entirely control a brand. At best you only guide and influence it."

2
簡而言之,建立品牌是讓平凡事物變得更有價值的一門藝術。例如,星巴克把咖啡豆變成大眾熟知並且想要購買的品牌產品;耐吉把運動鞋變成消費者心目中與獎勵運動和健身密不可分的品牌。這說明了品牌具有煉金術般的魔力,能把平凡事物變成金子。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
In short, branding is the art of taking something common and making it more valuable. For example, Starbucks took coffee beans and turned it into a branded product people know and ask for. Nike took sneakers and turned them into a brand that is now inseparably connected with the rewards of sport and fitness in the minds of the consumer. That illustrates the alchemical power of brands to take something common and turn them into gold.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
對前幾代人而言,建立品牌的「聖杯」是創造知名度──盡可能確保愈多人知道你的產品。這個理論是說,如果你的產品出現在大家的雷達螢幕上,他們就不會想去買你競爭對手的產品。唯一的問題在於,僅僅只是提高知名度,你的產品很快就會失去獨特的差異性,然後顧客就會開始疑惑你為什麼要花這麼多錢行銷。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
In previous generations, the "holy grail" of branding was to generate awareness – to ensure as many people as possible knew about your product. The theory was if your product was on everyone's radar screen, they would not want to buy your competitor's product. The only problem with that is that by solely creating awareness, pretty soon your product loses any meaningful degree of differentiation, and then customers start wondering why you spend so much on marketing.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
因此,優秀品牌不僅要眾所周知,還要與顧客建立情感連結,它們貼近顧客的需求,並能引發深刻的共鳴。品牌要如何做到這點呢?方法有很多:感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
Thus, good brands are not merely well known. Instead, good brands make an emotional connection with customers. They are relevant to the customer's needs and they resonate deeply. How do brands achieve this? There are a number of different ways:感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。



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