当风拼命吹时,人们往往把大衣裹紧;而太阳则利用它的温暖光芒,轻松地让人脱下大衣。当3年前定位理论的奠基人之一艾尔·里斯,以伊索寓言中的北风和太阳形容衰落的广告及兴起的公关业时,我除了身为广告学学生对圭臬“变节”的震惊外,并未料到自己将来的工作正如其所说,每天兢兢业业于如何制造出足够“温暖”地让人脱下大衣,却不至于灼伤皮肤逃之夭夭的恰当阳光。 When the wind desperately blows, people tend to wrap the coat; and the sun is using its warm light, easily let people take off the coat. When Al Rees, one of the founders of positioning theory three years ago, used the Aesop's fables in the north wind and the sun to describe the decline of advertisements and the emerging public relations industry, apart from being an advertising student, “Shocked, did not expect their future work, as it said, every day dedicated to how to create enough ” warm "to take off the coat, but will not burn the right skin sunshine appropriate sunshine.