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On the unity of quality and effect: without quality, you will only get one-off effect

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":" Why? “ Product effect ” It should have been “ Unity ”?"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"—— No, “ product ”, You'll only get one-off “ effect ”"}]},{"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":" writing | Wang Zhishang ( Former managing director of Ogilvy consulting ,23 Years of experience in brand management of Ogilvy )"}]},{"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":" In recent years ,“ Combination of product and effect ” This word is really popular in marketing circles , The vast amount of soft text is “ How to achieve the unity of product and effect ”” How to play the combination of product and effect “” The classic case of product effect Integration XXX“ Something like that , It seems that the whole industry is pursuing “ Combination of product and effect ”, Think this word is a god level realm that marketers are very difficult to achieve ."}]},{"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":" As I used to work as a brand in Ogilvy 23 Years of my , In fact, it has always been true to “ Combination of product and effect ” This word is deeply confused ."}]},{"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":" When will it start ,“ brand ” And “ effect ” Became two opposite concepts ? Since we need to be one , It means that they are mutually exclusive 、 Divided poles . The brothers of brand and effect , It should have been hand in hand 、 Life and death friends shoulder to shoulder , How can it be “ It's the same as yoga , He Shengliang ” The sad combination of ?"}]},{"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":" An important source of this division , It's the so-called advertising operation level all the time “ Brand advertising ” And “ Product advertising ” Division ."}]},{"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":" From a long time ago , The planning of brand communication , There is a kind of inertia and misunderstanding : Think of the so-called “ Brand ”, Namely “ Brand advertising ”, Because brand advertising works slowly , and “ Brand advertising ” Is considered to be “ Brand ” The only way , So the two are marked with an equal sign , The investment brand has been carried on since then “ Slow effect ” This stigma ."}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}

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