品牌诉求,就是你想告诉消费者什么。按传统广告的思路,要把产品的优点告诉消费者,一一列举,少说一条,都觉得亏的慌。另外还要告诉消费者,这个产品完美无瑕,没有任何缺点。如此高全大满,看似无可挑剔,实乃中下之策。为何这么说?首先,你把自己归到了平庸的大多数,因为别人不会高明到哪去。其次,优缺这个东西,消费者最清楚。你遮着掩着,消费者心知肚明。 因此,这条路要少走!创新势在必行!
巧做减法。少就是多,在广告中,能把一件事情说清楚,让消费者记住,就很伟大。因此,我们只需确定一个清晰的诉求点,清晰的告诉消费者,就足够了。
【从长远观点来看,对于一个品牌来说,最重要的就是名字。】 我们看两个例子:
舒化奶与健康奶,哪一个更让消费者觉得产品功能准确,恰对消费者需求?当然是舒化奶;谷维多稻米油与营养稻米油,哪一个更让消费者觉得产品价值更高?当然是谷维多稻米油。
如何给大健康大农业时代的产品命名?
三流名字图上口,二流名字图寓意,一流名字露功效。
当然,名字本天成,妙手偶得之,不可能有一套用之即成的命名规则,很多时候要根据产品特性、消费洞察综合创意。
When I was in high school, one of my classmates sit right beside me. His name is ChenLiang. He is my unforgettable person in my life.I remembered my mathematics was just mediocre at that time, but he was extraordinary and excellent in calculating and solving mathematic questions. He often received perfect scores. Of course, I wished I could reach at his level. Since we talked all day long, I asked how he could solve those difficult questions. He was so patient and polite to answer my sometimes ridiculous thinking. Gradually, I built my confidence at mathematics and finally passed the college entrance exam.youtheme
Now, we are apart, but I still remember his great attitude and willing in study. I am so obliged to my classmate, who is my friend always and forever.
翻译:
当我在高中的时候,我的一个同学坐在我旁边。他的名字是亮。他是我一生中最难忘的人,我记得当时我的数学成绩很平庸,但他在计算和解决数学问题方面表现不凡,成绩优异。他经常得到完美的成绩。当然,我希望我能达到他的水平。既然我们谈了一整天,我问他怎么能解决这些困难的问题。他是那么耐心和礼貌的回答我有时可笑的想法。渐渐地,我对数学有了信心,并最终通过了大学入学
现在,我们分开了,但我仍然记得他的伟大的态度,并愿意在学习。我很感激我的同学,他是我的朋友,永远和永远。
做品牌在许多人看来摸不着头脑,更有一些所谓的专家,将做品牌神秘化、复杂化。其实做品牌的核心工作只有两件大事,一是做实品牌的里子,二是做足品牌的面子。即塑外观、修内功。外观与内功相辅相成,缺一不可。没有扎实的内功,外观就会华而不实、空洞无味;没有鲜明的外观,内功就会暗然失色、粗陋贬值。
品牌外观:品牌命名、品牌形象、品牌传播
In my life I have met many people who are really worth recalling. But perhaps the most unforgettable person I ever know is my English teacher.
在我的生活中,我遇到了很多值得回忆的人。但也许是我最难忘的人,我知道是我的英语老师。
What frequently brings back memories of my school teacher is his special qualities. First of all, he gave us the greatest gift a teacher can offer—an awakening of a passion for learning. He not only led us to an appreciation of the beauty and perfection of English language and literature, but also aroused our great interest in explorating something deeper in this field. Second, I was attracted by his lively wit. I remember that we students always anticipated his class with great eagerness because his lecture were humorously delivered, never failing to provoke chuckles or loud laughs.
我学校老师经常给我的回忆是他的特殊品质。首先,他给了我们最伟大的礼物,一个老师可以给我们一个充满激情的觉醒。我们的美丽和完美的英语语言文学的`欣赏,但也引起了在这一领域探索更深层次的东西我很感兴趣。其次,我被他的活泼机智所吸引。我记得我们的学生总是期待他的课非常热心,他讲课生动幽默,从不惹笑或大声笑。
Although it is nearly two years since I attended his last class, he is the talk of our old classmates, and I know part of him has already stayed in my heart.
虽然我上了他上一节课已经快两年了,他是我们的老同学,我知道他已经在我心中留下了一部分。
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