当今敏捷改动的消费环境现已把企业vi规划与品牌营销变成了实际,这么多年来的作业现在有必要重新考虑。品牌的中心焦点往往是认知,持久性和稳定性,营销人员尽力想出一个有用的组合,一旦他们做了,他们坚持下去。营销人员依然采纳营销的四大经典元素 - 产品,促销,地址和价格 - 并提出一套固定的问题。至于产品,他们问:“我在卖什么?它是怎么相关的?”他们问顾客的价值建议是什么,在哪里以及怎么出售。
Today's rapidly changing consumer environment has turned corporate VI planning and brand marketing into reality, and it is now necessary to rethink the work done over the years. The central focus of a brand is often cognition, persistence and stability, and marketers try to come up with a useful mix, and once they do, they stick to it. Marketers still adopt the four classic elements of marketing - products, promotions, addresses and prices - and ask a set of fixed questions. As for products, they ask, "what am I selling? How does it relate? " They asked customers what their value proposition was, where they were and how they were sold.
那些营销人员错过了要害的时机,特别是当今的顾客展现出彻底不同的需求和需求。十年前的品牌战略今日或许不那么重要,在未来的几年中将更不相关。依据曩昔的作业和今日的作业做出品牌决策的营销人员现已处于竞赛下风。可预测的增加并不是来自做过什么作业,而是依据曩昔的表现做出未来的品牌决策 - 这来自了解尚未发作的商场改动,以及未来会发作什么。这就是品牌vi规划在商场中的效果。
Those marketers missed the crucial moment, especially when today's customers showed radically different needs and needs. The brand strategy ten years ago may not be so important today, and will be more irrelevant in the next few years. Marketers who make brand decisions based on past assignments and today's operations are now in a competitive position. The predictable increase does not come from doing any homework, but from making future brand decisions based on past performance - it comes from understanding what has not yet happened at the store and what will happen in the future. This is the effect of brand VI planning in shopping malls.
The mall is full of brands that do not match the trend of the time and the future. Traditional categories are in trouble because they can't adjust quickly to get used to customer needs, behavioral changes, and new customer segmentation stores that no longer respond to the brands and information that came out a few years ago. The perpetual nature of marketers has always been more elusive. Customers have more skills and more needs, but with the increasing customer demand constantly changing, the demand for the brand is also getting higher and higher. Yes, a brand needs to be durable, capable of achieving the recognition of marketing policies, and, together, dynamic and flexible enough to get used to these constantly changing requirements, otherwise the brand will quickly become irrelevant.
"Brand" is defined by many factors, and the most important is positioning. Brand positioning answers the question, "What types of needs and behaviors should we show in our brand that are most relevant to our customers?" In essence, it is impermanent. To answer this question from a business point of view is not only to understand the past and the present, but also to understand the customer needs and behavior for the next three, five, ten and longer years. Understanding customer needs is not acceptable. We need to understand how they evolve.
许多品牌 - 乃至是完善的品牌 - 都没有想过这些问题,并且假定前史的视点是未来。前瞻剖析也答复了不只顾客行为将怎么改动的问题,并且还反映了竞赛将怎么改动和反响,或许存在哪些新产品,以及品牌和价值建议怎么在未来习惯这些新式商场实际。大数据在营销和品牌范畴为搜集以前无法访问的信息点带来了很大的影响力。较新的技能和功用促进营销人员采用一种非常数据驱动的办法,错误地认为这些见地会从数据仓库中消失 - 但比数据自身更重要的是所提问题。这些数据是有价值的,但为了展望未来的品牌发展趋势,你有必要知道要寻觅什么,以及你应该问什么问题。
Many brands - even perfect brands - have not thought about these issues and assume that the prehistoric perspective is the future. The forward-looking analysis also answers questions about how not only customer behavior will change, but also how the competition will change and react, what new products may exist, and how brands and value proposals will get used to the reality of these new stores in the future. Big data has a big impact on marketing and branding to gather previously inaccessible information points. Newer skills and functions encourage marketers to adopt a very data-driven approach, mistakenly assuming that these insights will disappear from the data warehouse - but more important than the data itself is the question raised. These data are valuable, but in order to look ahead to brand trends in the future, you need to know what to look for and what questions you should ask.
Logo is the central part of the brand image (commonly known as logo in English), is the identification symbol that shows the characteristics of things. It takes simple, prominent and easily recognizable images, graphics or written symbols as intuitive language. Besides what it means and what it replaces, it also has the effect of expressing meaning, emotion and directing action.
Logo planning is not only the planning of useful things, but also a planning of graphic arts. It has similarities with other graphic arts, but also has its own artistic rules. It is necessary to express the above characteristics so as to better perform their functions. Because of its concise, inductive, perfect requirements are very harsh, that is, perfect to almost no better alternative plan, its difficulty than any other graphic art planning is much greater.
It is considered that the formulation of brand strategy is logo planning, which can be regarded as information about what customers provide customers with and what they bought in the past, so as to deduce the vision of Shenzhen logo planning and company VI planning for the future, that is, to miss the whole point. This information has been available for at least a decade, so forecasting based on a lot of prehistoric data is nothing new. What is important and what is new is the level of progressive analysis of ideas, asking the right questions, using the right data to capture the forefront of new trends, and using it to understand the work that is about to happen in the future.
LOGO, logo, logo, trademark is the product of modern economy, it is different from the ancient imprint, modern logo carries the intangible assets of enterprises, is the foreword of enterprise comprehensive information transmission. Trademark, as the most important part of CIS strategy, is the most widely used and frequently presented element in the process of corporate image transmission. Strong overall strength of the enterprise, perfect management mechanism, high-quality products and services, are included in the logo, after constant influence and repeated description, deeply left in the hearts of the audience.
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