一、20世纪和21世纪在强势品牌的打造方面区别很大。20世纪诸多理论的提出,比如USP提出者、ROI理论提出者、定位理论提出者,都是策划大师,其中主要理念是“细分”。看21世纪,水平营销提出者、蓝海战略提出者等等,很多都是学院派。在20世纪,可以通过经验指导理论,业绩积累很长一段时间,趟出来的路总结一下成为我的理念;而21世纪,我们则要先看到路在什么 First, in the 20th century and the 21st century, there was a big difference in the creation of strong brands. Many of the theories proposed in the 20th century, such as the proponents of the USP, the proponents of ROI theory, and the authors of positioning theory, are masters of planning. The main concept is “subdivision.” Looking at the 21st century, the proponents of horizontal marketing, the blue ocean strategy proponents, and so on, many of them are academics. In the 20th century, through experience-guiding theories, performance has accumulated for a long time, and the roads that emerged have become my ideas; in the 21st century, we must first see what the road is.