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2024福布斯中国品牌发展论坛,正阳公关贾大宇直指品牌体验提升关键点

正阳公关 2024-05-06
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日前,由福布斯中国和彬果咨询共同主办的“2024福布斯中国品牌发展论坛”在广州圆满落幕。正阳品牌营销机构创始人贾大宇,作为8位评委中公关实战专家的代表,深度参与评选出了这个时代具有标杆价值的中国品牌,并受邀参与了主题为“提升品牌体验,创造专属记忆”的圆桌论坛。

基于从事公关行业20年、服务过600+品牌的经验,结合当下市场环境与消费者购买行为的底层逻辑,就提升品牌体验与品牌记忆,贾大宇给出以下建议:


品牌成功的关键:坚持表里如一、长期主义

品牌若缺乏一以贯之的真诚,终将面临市场的反噬。

很多品牌在表象上,给消费者看到的东西和关起门来做的事情不一致,短期来看,这些事可以通过广告、公关、投流等漂亮地解决掉。但是如果品牌没有长期主义和坚持表里如一,反噬会非常大。


品牌的规模与品质并不是非此即彼

做品牌,不要陷入做精品还是做规模的选择题。

1. 追求规模不是努力提高产能就能上一个台阶,而是需要企业家必须对品牌认知有实质性的突破才可以。营业额千万的难破亿、十几个亿难破百亿,问题不是出在降本增效上,而是因为企业家的认知影响了接下来的提升。

2. 品牌做到一定规模后,品质也会随着提升,这是必由之路。中国很多品牌的产品,在以品质著称的发达国家的受欢迎程度超出国人预期,比如德国人对小米品牌好感度非常高,认为小米是一家非常聪明和善于创新的品牌,并且能够在生活中发明很多新的产品,也经常给消费者惊喜,质量也说得过去,所以小米在德国很受欢迎。小米是做规模还是做品质,这是发展中自然而然的问题。

3. 找准品牌定位。《西游记》有一句话:天上一日,地下一年。中国非常优秀的新消费品牌能在短短两三年起来,是因为他们认知正确,找准了品牌自身定位,并在单位时间内动作密度远远高于传统企业,且不犯大错。一旦定位有问题就是大错,定位不对,山头占的不对,即使努力下苦功,也只是战术的勤奋。


品牌降本增效要做正确的决策

降本增效的目的是提高企业利润和发展势能,要少走弯路做正确的决策。

高维学堂的slogan:科学创业、少走弯路。冯卫东提的前半句科学创业,少走弯路是贾大宇提出的。降本空间有限,有降本的精力,建议去提高认知,在重要的事情上不犯大错,提高效率。举个例子,如果竞争对手名字起得好,你名字很一般,投入同样的传播预算,对手得到的传播效果可能是你的几何级效果。闪送、饿了么、顺丰等都是好的品牌名字,无论投广告或是做公关,传播效率是同类名字一般的品牌的N倍。


品牌体验的雕琢,绝非一朝一夕之功,它需要企业家的远见卓识和持之以恒的努力,只有坚持表里如一,不断创新,同时把握市场脉动,才能在激烈的市场竞争中立于不败之地。贾大宇与正阳品牌营销机构的团队,将持续在品牌塑造的战场上不懈奋斗,协助更多杰出的品牌登上世界的舞台,共同书写新时代的品牌辉煌故事。


2024福布斯中国品牌发展论坛,不仅为业界精英提供了一个分享经验、交流想法的高端平台,更是一个灵感与创意碰撞的熔炉。在这里,我们见证了中国品牌的成长和进步,也期待着更多中国品牌能够在全球市场上绽放光彩,创造属于新时代的商业传奇。

关联公司: 正阳公关
标签: 2024福布斯 贾大宇 正阳公关 正阳公关贾大宇 正阳品牌营销机构
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