品牌就像人,你赋予他性格、情感、意念,它就不再是冷冰冰的产品,而是像风情万钟的活生生的人。品牌性格,像有性格的文学形象一样,功夫在于塑造。塑造与不塑造,情形大为不同。国外,广告人似乎很看重品牌性格的塑造,这可以从不少驰名产品以“性格”为标榜得到验证。国内,“玩”性格的某些广告人,似乎又不怎么明白什么是品牌性格。且看,有一种叫“男子汉”的茶叶,声称“男子汉就是要喝男子汉茶”。广告上,除了看到塑料袋包装上有“男子汉”的品牌名称外,怎么也让人看不明白,此茶何以就有“男子汉”性格?再说,茶文化从来就不是粗犷的文化,饮茶也没有性别的区分,不知广告词何以要硬加?可见,此广告片的作者对品牌性格有误 Brand is like a person, you give him the character, emotion, ideas, it is no longer a cold product, but like a living million people. Brand personality, like a literary image of the character, the effort is to shape. Shaping and not shaping, the situation is very different. Foreign, advertisers seem to value the shape of the brand personality, which can be from many well-known products to “character ” as advertised to be verified. Domestic, “play ” personality of some advertisers, it seems that they do not understand what is the brand personality. And look, there is a called “man” tea, claiming that “man is to drink man tea”. Advertising, in addition to see the plastic bag packaging has a “man” brand name, but also how people do not understand why this tea has a “man” character? Moreover, tea culture has never been rough Culture, there is no gender distinction between drinking tea, I do not know how to advertise ad how hard? Can be seen, the author of this commercial error on the brand personality