在我们多年来服务客户的实践中发现,有非常多的企业把为自己(企业)创造价值放在价值观的首位,把规模的增长作为企业愿景和使命,似乎一切只为做大。这类企业理所当然的认为自己的品牌需要“大气”才可以彰显自己的身份地位,于是我们就经常可以看到一些高大上的品牌标语、品牌愿景乃至品牌的传播。随着时代的进步、行业的成长、消费者的不断成熟,特别是数字化互联网技术的飞速发展,越来越多的大型企业不仅仅在规模上快速的被后起之秀追上,品牌也被消费者和普罗大众所厌恶。通过研究,我们发现在这样一个全新时代里,对企业,尤其是大企业,老企业而言,出现了这样的挑战。 In our many years of serving clients, we have found that there are a lot of companies that place the value of creating value for themselves (the enterprise) at the top of their values ​​and regard the growth of their scale as the corporate vision and mission. It seems that everything is just bigger. Of course, such enterprises think their own brands need “atmosphere ” to be able to demonstrate their own status, so we can often see some tall brand slogan, brand vision and even the spread of the brand. With the progress of the times, the growth of the industry and the continuous maturity of consumers, especially the rapid development of digital Internet technology, more and more large enterprises are not only rapidly catching up with the rising star on scale, but also being consumers and The general public hates. Through the research, we found that in such a new era, for enterprises, especially large enterprises, old enterprises, such challenges have emerged.