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广告时间:We’re all the same but different

十月 26, 2010

品牌价值是国内大多本土企业怀揣着“做大做强”志向的同时所极易忽视的问题,我们可以输出成吨的廉价产品,却很难输出重如泰山的价值观,即使是一些已经初具规模的企业也仍执着于旧工业时代的生产销售观,所以在销售推广方式上也就很少能主动从消费者角度作为切入点使产品背后的品牌真正融入每一个人心里,让一个普通人记住一个形式的方式有很多,但形式背后的意义是否存在,是否能够起到积极作用,至少目前我们很难从各种展示媒体中察觉到。

we_r_all_the_same

有时候我们不免怀疑国内企业的生产与销售的关系是相互脱节的,也极有可能是对立的。产品能够卖出去自然是盈利的前提,但卖出去之后呢?还有那些潜在消费者谁会去关心他们呢?如果说广告是骗人的把戏,那么当你看完这则大众公司汽车广告之后,你会有怎样的感觉?有没有我们熟悉的大型企业带来的品牌压迫感?一家已经占据稳固市场的企业为什么还要从如此琐碎的生活细节切入进行宣传推广,到底在隐射什么呢?此时你心中所有关乎于这个品牌的关键词就是最适合你的答案,而这种感觉的形成却又来源于一家企业常年累月对于产品质量以及超越利润之外价值的不竭追求。

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广告插曲选自法国乐团Acetate Zero专辑“Hesitation Blues”中的曲目-“Dry”:

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