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谈论品牌,那是广告界人士的看家本领,每个人都能多多少少夸夸其谈。甚至很多人还能引经据典,各种理论,各种学术,再把国外先进理论搬过来,讲得可谓是风生水起,让外行人听得云里雾里。的确,品牌理论是舶来品,从国内引进到国内发展至今也不过40余年,这也造就了本土企业对其不太了解,大众对其感到生疏。闻道有先后,术业有专攻,行内要比行外强。然而,在国内正因为行业人士和企业、受众的信息不对称,导致了品牌成为了一种职业病,整个广告界的通病。病在哪里呢?面对企业,面对产品,一切以
Talk about the brand, it is the advertising industry’s housekeeping skills, everyone can more or less boast. Even a lot of people can still learn from the Code, various theories, various academic, and then advanced foreign theory moved, can be described as wind and water, let the layman hear the foggy. Indeed, the brand theory is exotic, from the domestic introduction to the domestic development so far but also more than 40 years, which also created a local business do not know much about it, the public feel unfamiliar with it. Wen Wei has successively, the surgery industry specializing in the line should be stronger than the line. However, it is precisely because of the asymmetric information of the people and businesses in the country and the audience that the brand has become a common problem of occupational diseases and the entire advertising industry. Where is the disease? Facing the business, the face of products, everything