品牌行銷系列 1|為什麼品牌做不起來?小公司的兩大品牌行銷誤區 (下)

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上集說完了品牌行銷常見的第一大誤區,下集要來談談大家最常見的錯誤:「只談價值」。

誤區 2 |先別提產品,快傳遞品牌價值?

談論品牌行銷,似乎不可不提賈伯斯在1997年留下的著名影片《賈伯斯談品牌價值》,底下這個連結是刪減版,但可以清楚地看出他這番演說的大意:

我們截取重點來看,可以發現他的想法大致上是這樣的:

這個世界資訊太多了,講產品細節不會被記得。傳遞產品背後的價值,會比傳遞功能細節留下更深的印象。

很多人看完影片深受感動,心想:「沒錯!品牌的核心是我們代表的價值,企業價值才是重點!」

於是他們費盡心思,想了一個可歌可泣的故事(其中還有些瞎掰成分),或進入自己的內心想找出自己/公司創業的價值在哪裡,最終找到的答案都會與市面上其他品牌的主張有八成相似。

在少少的預算下這個「品牌影片專案」不是被無限期擱置,就是好不容易做出來之後,簡單的發上Youtube、FB,然後…就沒有然後了。

沒有迴響、沒有討論,更遑論能增加公司的營收。如果主導專案的是行銷人員,還會收到老闆的一句話:「品牌行銷沒有用,再也別跟我要錢做品牌!」

為什麼會這樣?因為你沒有注意到兩個問題:

問題一:你傳遞的價值令人印象深刻嗎?

這類問題最常見的一種狀況是,當品牌的知名度是 0 的時候,你傳遞的價值對人們來說通常沒有「記憶點」。賈伯斯談的是NIKE、Apple、Disney等等有名氣的品牌,他們「尊敬運動員」、「尊敬開創者」會受到注意,而你尊敬運動員?大眾不在意。

這時,除非你在傳遞的價值本身非常特別,或是傳遞的同時做出令人印象深刻的舉動「例如超大量的廣告或特別到會上新聞的行銷活動」,否則注重環保、喜愛動物、傳承技藝與歷史等常見品牌核心,在消費者心中都留不下什麼印象,自然一點成效也沒有。

你傳遞的東西,要讓人印象深刻,除了品牌本身已有知名度外,還需要足夠特別、足夠強力的價值內容才行。

問題二:你「傳遞的價值」與「消費者對你的印象」是否有連結?

品牌傳遞的價值不僅要能「吸引人」,也要能「說服人」。要讓消費者真心為品牌的價值所折服,不僅要把品牌價值說出來,也要真的動手去做,讓賣出的產品與主張的價值間有所連結。

Apple 說要 Think Different ,推出的 iPhone 也確實打破市場運作,一改功能性手機「多按鍵」、「類電腦操作」的模式,用只有一個按鍵,加上全新的 UI 、 UX 構成的 iOS 系統打破使用者對手機的想像。

這些產品,確實表現出 Think Different 的品牌價值,這時候廣告帶來的感動,才能映射在產品上,推動產品的銷售。

大家都知道泰國廣告很厲害,其中有個廣告特別著名,講的是小漁村裡的一群足球小將,努力在村莊裡搭建足球場的故事:

廣告非常感人,成功的傳遞了「無論困難多大,努力就能做出改變」的價值。然而,身在台灣的我們不認識廣告主,也不了解廣告主提供什麼服務,因此看過廣告的大多數人,在一段時間後根本不記得這個廣告在賣什麼東西。

價值傳遞得再漂亮,還是要跟你的產品/服務產生連結。

我們不像 Apple 等大公司,不需要廣告就能讓大眾知道產品、甚至用過產品,這時在連結中缺少的,反而是價值的另一端:產品的功能/優勢。千萬不要花了大把心力陳述價值,卻略過功能不談,讓消費者對「你在賣什麼」一頭霧水。

沒有「落地」的品牌價值,當然無法轉換成產品的銷售。

所以我們該怎麼辦?全面檢討品牌行銷策略,了解品牌如何影響消費者。

品牌行銷是必要的,否則總會走入低價行銷的惡性循環。想要把品牌行銷做好,需要更完整、更專業的行銷策略規劃。

通過爬梳產品優勢、品牌認知三階段等研究分析,再針對消費市場操作廣告投放、影片/文章溝通、數據分析等行銷工具,才能完成真正有用的品牌行銷專案,讓公司經營往正向循環發展。

跨際數位行銷顧問 陳昭宇 Skyle

#品牌行銷系列 1|為什麼品牌做不起來?小公司的兩大品牌行銷誤區 (上)

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    .mt 1402 websites Malta – $30
    .mu 6475 websites Maurifius – $30
    .mv 1996 websites Maldives – $30
    .mw 8579 websites Malawi – $30
    .mx 670901 websites Mexico- $80
    .mx 174571 websites International zone Mexico:.com .net .biz .info .name .tel .mobi .asia-$50
    .my 143039 websites Malaysia- $50
    .na 1094 websites – $30
    .nc 3497 websites New Coledonia (French) – $30
    .nl 3925784 websites Netherlands – $200
    .nl 1019697 websites International zone Netherlands:.com .net .biz .info .name .tel .mobi .asia-$100
    .no 620882 websites Norway – $80
    .no 74318 websites International zone Norway:.com .net .biz .info .name .tel .mobi .asia-$50
    .nu 255161 websites Niue- $50
    .nz 593127 websites New Zealand – $80
    .om 1701 websites Oman – $30
    .pe 83224 websites Peru – $50
    .pe 59157 websites International zone Peru:.com .net .biz .info .name .tel .mobi .asia-$50
    .pk 44464 websites Pakistan – $50
    .pl 1795299 websites Poland – $100
    .pl 327587 websites International zone Poland:.com .net .biz .info .name .tel .mobi .asia-$50
    .pr 1358 websites Puerto Rico – $30
    .pt 263136 websites Portugal – $80
    .pt 17691 websites International zone Portugal:.com .net .biz .info .name .tel .mobi .asia-$50
    .py 5593 websites Paraguay – $30
    .py 653 websites International zone Paraguay:.com .net .biz .info .name .tel .mobi .asia-$30
    .re 15089 websites Reunion (French) – $50
    .ro 424401 websites Romania – $80
    .ro 42046 websites International zone Romania:.com .net .biz .info .name .tel .mobi .asia-$50
    .rs 85503 websites Serbia – $50
    .ru 5025331 websites Russian – $250
    .ru 514668 websites International zone Russian:.com .net .biz .info .name .tel .mobi .asia-$80
    .rw 3806 websites Rwanda – $30
    .sa 20421 websites Saudi Arabia- $50
    .sa 5064 websites International zone Saudi Arabia:.com .net .biz .info .name .tel .mobi .asia – $30
    .sc 4442 websites Seychelles- $30
    .se 1491677 websites Sweden – $100
    .se 293316 websites International zone Sweden:.com .net .biz .info .name .tel .mobi .asia-$50
    .sg 150351 websites Republic Of Singapore – $50
    .sh 7560 websites Saint Helena – $30
    .si 103778 websites Slovenia- $50
    .si 12879 websites International zone Slovenia:.com .net .biz .info .name .tel .mobi .asia-$50
    .sk 414198 websites Slovakia- $80
    .sk 31572 websites International zone Slovakia:.com .net .biz .info .name .tel .mobi .asia-$50
    .sm 8897 websites San Marino – $30
    .sn 344 websites International zone Senegal:.com .net .biz .info .name .tel .mobi .asia-$30
    .sn 4465 websites Senegal – $30
    .sr 580 websites Suriname – $30
    .sv 8432 websites Salvador- $30
    .sx 2901 websites Sint Maarten – $30
    .sy 2972 websites Syria – $30
    .sz 321 websites Swaziland – $30
    .tc 16384 websites Turks and Caicos Islands- $50
    .tf 19841 websites French Sauthern Territory – $50
    .tg 1230 websites Togo – $30
    .th 22368 websites Kingdom Of Thailand- $50
    .tj 6874 websites Tajikistan- $30
    .tj 34 websites International zone Tajikistan:.com .net .biz .info .name .tel .mobi .asia
    .tk 20085806 websites Tokelau – $500
    .tl 2748 websites East Timor – $30
    .tm 6395 websites Turkmenistan- $30
    .tm 44 websites International zone Turkmenistan:.com .net .biz .info .name .tel .mobi .asia
    .tr 243347 websites Turkey – $80
    .tr 138818 International zone Turkey:.com .net .biz .info .name .tel .mobi .asia -$50
    .tt 1017 websites Trinidad & Tobago – $30
    .ua 553216 websites Ukraina – $80
    .ua 147202 websites International zone Ukraine:.com .net .biz .info .name .tel .mobi .asia-$50
    .ug 3806 websites Uganda – $30
    .ug 720 websites International zone Uganda:.com .net .biz .info .name .tel .mobi.asia-$30
    .uk 5975887 websites United Kingdom – $250
    .uk 3304606 websites International zone United Kingdom:.com .net .biz .info .name .tel .mobi .asia-$150
    .us 3139563 websites USA – $200
    .us 578927 websites International zone USA:.com .net .biz .info .name .tel .mobi .asia-$80
    .uy 15571 websites Uruguay – $50
    .uy 31812 websites International zone Uruguay:.com .net .biz .info .name .tel .mobi .asia-$30
    .uz 38357 websites Uzbekistan – $50
    .uz 365 websites International zone Uzbekistan:.com .net .biz .info .name .tel .mobi .asia
    .vc 18641 websites Saint Vincent & Grenadines – $50
    .ve 14015 websites Venezuela – $50
    .ve 2898 websites International zone Venezuela:.com .net .biz .info .name .tel .mobi .asia – $30
    .vg 8389 websites Virgin Islands (British) – $50
    .vi 109 websites Virgin Islands (US) – $30
    .vn 436005 websites Vietnam – $80
    .vn 161855 websites International zone Vietnam:.com .net .biz .info .name .tel .mobi .asia – $50
    .vu 1051 websites Vanuatu – $30
    .wf 1133 websites Wallis & Futuna Islands – $30
    .ws 99308 websites Samoa – $80
    .ye 18 websites Yemen – $30
    .yt 2004 websites Mayotte – $30
    .za 1008308 websites South Africa – $100

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