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我讲讲品牌策略的秘密。我想给大家介绍的是“建筑群”或积木(BUILDING BLOCK)理论。我先讲一个故事,这是我对品牌的感受。有一个寓言,说的是一个人在建筑工地遇到三个砌砖的建筑工人,出于好奇,他问他们在干什么。第一个建筑工人回答说:“我在砌砖”。第二个建筑工人回答说:“我在砌墙”。其实,他们干的是相同的事情,他又问第三个人:“你在干什么?”第三个建筑工人说:“我在建一座纪念碑。”这就是品牌的功用,必须在心里有一个大的蓝图。的确,他们是在砌砖,但他们必须得知道他们砌的是什么…是一座纪念碑。因为你想一下,那三个砌砖的人如果都意识不到自己建的是个纪念碑的话,到最后建成的必定是个很糟的纪念碑。你必须得有一个总体计划。因此,我要把我所谓的品牌策略中的六种要素介绍给你们:远见,使命,品牌价值,定位,品牌属性和核心承诺。下面我就逐一对其进行讲解,但你最后看到的是这些东西的一个整体组合。
I talk about the secrets of brand strategy. I would like to introduce you to the “building complex” or building blocks (BUILDING BLOCK) theory. I tell a story, this is my feeling of the brand. There is a parable, saying that a man meets three bricklaying construction workers at a construction site. Out of curiosity, he asks them what they are doing. The first construction worker replied: “I’m bricklaying.” The second builder replied: “I’m building a wall.” In fact, they are doing the same thing, he asked the third person: “What are you doing?” The third construction worker said: “I am building a monument.” This is the brand’s function, you must have a big heart Blueprint. Indeed, they’re bricklaying, but they have to know what they’re building ... it’s a monument. Because you think about it, if the three brick masters do not realize that they built a monument, they will certainly be a very bad monument to be built at the end. You must have a master plan. So I’m going to introduce you to six elements in my so-called branding strategy: vision, mission, brand value, positioning, brand attributes and core commitments. Below I will explain it one by one, but you finally see an integral combination of these things.