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有一天,天鹅、鱼儿、螃蟹等在海边发现一辆小车,它们想拉动这辆小车。它们系好绳子,使尽全力拉,可是怎么也拉不动,原来,大家都往不同的方向拉。就像这个寓言故事一样,从来没有接触过品牌工作的伯达公司,在打造服务品牌的过程中出现了离心的局面:党委书记的“放心”体验服务、品牌副总关于子品牌的品类描述、规划部门以管理为核心的服务、总经理的口号化语言表达的服务……让整个品牌建设充满了艰难与曲折。伯达错在哪里?服务、品类、管理还是政绩?
One day, swans, fish, crabs, etc. found a car by the sea, they want to pull this car. They fasten the rope, make every effort to pull, but how can not pull, the original, we all pull in different directions. Like this allegory, Beida, a company that has never been in contact with the brand, has emerged as a centrifugal in the process of building a service brand: the experience of the secretary of the party committee in experiencing the service and the brand vice president’s sub-brand category Description, planning department to manage the core services, the slogan of the general manager of language services ... ... so that the entire brand building is full of difficulties and twists and turns. Where is Badak? Services, categories, management or performance?