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谈「品效合一」:没有“品”,你只会得到一次性的“效”

2020-11-10 17:23:42 InfoQ

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"为什么“品效”本就应该“合一”?"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"——没有“品”,你只会得到一次性的“效”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"文| 王直上(奥美咨询前董事总经理,23年奥美品牌管理经验)"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"近几年,“品效合一”这个词在营销圈里真的很火,铺天盖地的软文都是“如何实现品效合一””品效合一怎么玩“”品效合一的经典案例XXX“之类的内容,好像整个行业都在追求“品效合一”,觉得这个词语就是营销人非常难达到的一个神级境界。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"作为曾经在奥美深耕品牌工作23年的我,其实一直对“品效合一”这个词深感困惑。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"从什么时候开始,“品牌”与“效果”成了两个对立的概念?既然需要合一,表示它们是互相排斥、分裂的两极。品牌与效果这兄弟俩,本应是手牵手、肩并肩的生死之交,怎么就成了“既生瑜,何生亮”的哀怨组合?"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"造成这种分裂的一个重要源头,是一直以来广告操作层面对所谓“品牌广告”与“产品广告”的划分。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"从很久以前开始,对品牌传播的规划,便出现了一种惯性与误区:认为所谓的“打品牌”,就是“打品牌广告”,因为品牌广告见效慢,而“打品牌广告”被认为是“打品牌” 的唯一途径,于是两者被画上了等号,投资品牌从此就背上了“见效慢”这个污名。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}

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