November 7,2009
品牌是有關消費者體驗的規劃
source:
http://anidea.com/strategy/charting-a-shift-from-communications-to-services/
http://anidea.com/strategy/tired-of-getting-burned-out-yeah-us-too/
經營品牌的思維已經改變，讓消費者買單你的品牌精神，不是只有產品。要去塑造品牌Reasons To Be，不是從既有的東西找Reason’s To Believe。傳播不是傳播一堆訊息，而是要回歸到品牌體驗。
The new marketing is about creating 360⁰ brand experiences, not messaging. Consumers should buy into to your brand’s ideas, not just your product. Instead of defining “Reason’s To Believe”, you need to define “Reasons To Be.”
在John Grant在2006年所寫的書 “Brand Innovation Manifesto,” 裡面有一個對Starbucks品牌的描述圖，雖然缺少了數位這一塊，不過基本上將Starbucks的品牌層面描繪出來。
經營品牌的目的是to drive advocacy。消費者購買後，喜不喜歡此品牌？願不願意繼續投資時間與金錢在該品牌上？願不願意告訴朋友這個品牌很棒？
傳統廣告的模式，不管是提供訊息或是娛樂，都會逐漸wear out。數位的好處是可以很動態的、不斷update。好的行銷活動會在一個「系統」上運作，讓消費者在購買後還可以持續被照顧到。
Users become part of a larger system that deepens their engagement with the product and the Brand. The product becomes the key entry point in a social system that extends the engagement with the brand, and drives interest beyond the point of purchase.
就譬如目前電子書的大戰，Amazon的Kindle或許在技術規格上輸別人，但是它賣的不只有那台機器，還有背後相關的social system，如果你想要借朋友電子書，那你可能要鼓勵你朋友買Kindle。
另外一個好例子是Bobbi Brown的官網不只有瀏覽以及購買商品，消費者可以即時得到專業化妝師的建議，建立起消費者對品牌的信任，而不是靠廣告來建立信任。
Cosmetics’ manufacturer Bobbi Brown designed their website to foster a connection between the brand and the consumer. Instead of visiting the site only to browse and purchase products, users can connect in real time and receive makeup advice from professional artists. This deepens the engagement for the consumer and builds a relationship built on trust, not on commerce.
http://anidea.com/strategy/charting-a-shift-from-communications-to-services/
http://anidea.com/strategy/tired-of-getting-burned-out-yeah-us-too/
經營品牌的思維已經改變，讓消費者買單你的品牌精神，不是只有產品。要去塑造品牌Reasons To Be，不是從既有的東西找Reason’s To Believe。傳播不是傳播一堆訊息，而是要回歸到品牌體驗。
The new marketing is about creating 360⁰ brand experiences, not messaging. Consumers should buy into to your brand’s ideas, not just your product. Instead of defining “Reason’s To Believe”, you need to define “Reasons To Be.”
在John Grant在2006年所寫的書 “Brand Innovation Manifesto,” 裡面有一個對Starbucks品牌的描述圖，雖然缺少了數位這一塊，不過基本上將Starbucks的品牌層面描繪出來。
經營品牌的目的是to drive advocacy。消費者購買後，喜不喜歡此品牌？願不願意繼續投資時間與金錢在該品牌上？願不願意告訴朋友這個品牌很棒？
傳統廣告的模式，不管是提供訊息或是娛樂，都會逐漸wear out。數位的好處是可以很動態的、不斷update。好的行銷活動會在一個「系統」上運作，讓消費者在購買後還可以持續被照顧到。
Users become part of a larger system that deepens their engagement with the product and the Brand. The product becomes the key entry point in a social system that extends the engagement with the brand, and drives interest beyond the point of purchase.
就譬如目前電子書的大戰，Amazon的Kindle或許在技術規格上輸別人，但是它賣的不只有那台機器，還有背後相關的social system，如果你想要借朋友電子書，那你可能要鼓勵你朋友買Kindle。
另外一個好例子是Bobbi Brown的官網不只有瀏覽以及購買商品，消費者可以即時得到專業化妝師的建議，建立起消費者對品牌的信任，而不是靠廣告來建立信任。
Cosmetics’ manufacturer Bobbi Brown designed their website to foster a connection between the brand and the consumer. Instead of visiting the site only to browse and purchase products, users can connect in real time and receive makeup advice from professional artists. This deepens the engagement for the consumer and builds a relationship built on trust, not on commerce.
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