04
2008
11

简单是塑造品牌的基本要求

在品牌前端的策略和视觉识别发展方面,LANDOR是家杰出的公司,所以有什么理由不看郎涛老板写的书?

IT IS NOT TV,IT IS HBO。一个品牌若能被人简单描述,自然是一个成功的品牌。所谓LIFT MESSAGE就是这个意思,在电梯上下几层的时间内,告诉老板你要说什么。

一个著名的假设是,你自己都说不清楚的品牌,你还能指望消费者理解吗?

品牌是对消费者持久不变的承诺,品牌传播要对消费者的各个关键接触点加强体验。

所以,BRAND SIMPLE只是第一步,看看CANNES 大奖作品,HBO VOYEUR不就清楚了吗?表达了IT IS HBO,一家注重原创的电视台的品牌精神吗?对了,HBO真的不是家普通的TV.

AT THE HEART OF IMAGE是不是强化了NIKON在视觉专业领域的印象?

郎涛是这样做的吗?看看郎涛对工作BRIEF的描述。

BlackBerry: Connecting a Breakaway Brand With Its Users 
BP: Creating a Breakaway Brand on a Global Scale
HSBC: Direct Banking made simple and direct 
LG Bestshop: A store designed around the needs of customers 

是不是一样SIMPLE?

看来BRAND SIMPLE可以作为LANDOR的BELIEF了。

就像谈到奥美,我们想到品牌管家。

事实上也是这样(Value of Ogilvy):
We work not for ourselves,
not for the company,
not even for our Clients.
We work for Brands

严格秉承“消费者拥有品牌”这一黄金法则。

题外话:在公司招聘笔试问卷里,我就用了BRAND SIMPLE里的一段话,测试英译中和对品牌的理解能力。

如下:
To find a different and relevant brand idea, look for the obvious. The best answers are usually right under your nose. Good brand people never stop looking for insights, and they know to look in the most obvious places. They read letters from customers, go to call centers, speak to retailers, hang out in supermarket aisles. The key is to find something meaningful that no one has noticed before.
Make sure your brand idea aligns with your business strategy. What exactly are you selling? Is your brand idea in sync? You can deliver what your brand idea promises to deliver by validating the brand experience at optimal points of customer contact.

不过,题目我是经常换的。

SENSE & SIMPLICITY.

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评论列表:

1.dan  2008-11-23 23:55:30 回复该留言
怎样能搞到这本书 thx
2.blaine  2008-12-01 16:05:07 回复该留言
英文版可以上AMAZON.COM购买。
中文版当当即有。

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