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发表于2024-11-28
Passion Brands pdf epub mobi txt 電子書 下載 2024
What makes some brands stand out from the pack year after year? In a vast marketplace glutted with countless 'pretty good brands', how are some products able to command unquestionable customer loyalty and lasting enthusiasm? Veteran business strategist Kate Newlin defines the key ingredients that go into passion brands - brands that we recommend to friends wholeheartedly, with a joyous, even evangelical zeal. Passion brands inspire an emotional attachment. Unlike consumer fads, we become personally invested in them, sometimes even more so than we do with our friends and loved ones. Newlin identifies the social factors that have made passion brands the driving force in consumer marketing today.Based on proprietary research, which makes use of in-depth interviews with company executives as well as state-of-the-art analytics, she answers the following key questions: Are there common characteristics that enable passion brands to become carriers of personal meaning? What is the financial impact on a company that produces a passion brand? Do passion brands create a halo over the stock prices? She notes that in a world of almost unlimited consumer choices, the old rules of marketing just don't work anymore (product, package, position, price, and promotion). Now marketers must react to consumers in real time, encouraging 'brand democracy' in which users can help decide a product's characteristics, from size and colour to how it should be marketed. This book is must reading for entrepreneurs and denizens of corporate cubicles and boardrooms alike.
二刷,我現在覺得做品牌其實主要在做符閤品牌價值的消費者體驗。這些體驗不是為瞭及時産生業績,而是幫助受眾更好的體驗品牌,並從其中豐富經曆,好的體驗一定會産生聲勢,影響市場…… 現在國內都在說做品牌,但是都沒弄清想做成什麼樣的品牌,是知名品牌還是當紅品牌還是激情品牌,很多企業並不是想做激情品牌,隻不過是打著情懷價值觀的幌子,來謀取利潤…… 我發現凡是把數字放在第一位的品牌,都會賺錢很辛苦,很多都不持久。凡是對核心産品業務狂熱的品牌堅持住都會活的很好,且可持續性盈利…… 相信未來30年一定是中國真正意義上的有感染力影響力的品牌大批量齣現的30年……希望能夠多多研究,為中國品牌真正的助力,不是把話語提煉齣反復大聲嚷嚷的低端廣告……
評分女作者的行文風格還是和男作者很不一樣的。。書中例子都還挺有趣的,尤其是“what are we talking about when we talk about brands”這一個闆塊(這名字取得依然非常有女性特色)。。有些分析就稍微多餘瞭點,不用那麼囉嗦,道理大傢一看都懂瞭啊。
評分女作者的行文風格還是和男作者很不一樣的。。書中例子都還挺有趣的,尤其是“what are we talking about when we talk about brands”這一個闆塊(這名字取得依然非常有女性特色)。。有些分析就稍微多餘瞭點,不用那麼囉嗦,道理大傢一看都懂瞭啊。
評分女作者的行文風格還是和男作者很不一樣的。。書中例子都還挺有趣的,尤其是“what are we talking about when we talk about brands”這一個闆塊(這名字取得依然非常有女性特色)。。有些分析就稍微多餘瞭點,不用那麼囉嗦,道理大傢一看都懂瞭啊。
評分女作者的行文風格還是和男作者很不一樣的。。書中例子都還挺有趣的,尤其是“what are we talking about when we talk about brands”這一個闆塊(這名字取得依然非常有女性特色)。。有些分析就稍微多餘瞭點,不用那麼囉嗦,道理大傢一看都懂瞭啊。
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Passion Brands pdf epub mobi txt 電子書 下載 2024