{"id":2561,"date":"2020-08-31T16:49:21","date_gmt":"2020-08-31T08:49:21","guid":{"rendered":"https:\/\/www.joinsai.cn\/?p=2561"},"modified":"2021-12-19T23:12:53","modified_gmt":"2021-12-19T15:12:53","slug":"branding-7ele","status":"publish","type":"post","link":"https:\/\/www.joinsai.cn\/share\/2561.html","title":{"rendered":"\u5f3a\u52bf\u4f01\u4e1a\u54c1\u724c\u5851\u9020\u76847\u4e2a\u8981\u7d20"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\">\u4ec0\u4e48\u662f\u54c1\u724c\u7b56\u7565\uff1f<\/h4>\n\n\n\n<p><a href=\"https:\/\/baike.baidu.com\/item\/%E5%93%81%E7%89%8C%E6%88%98%E7%95%A5\/9711675?fr=aladdin\">\u54c1\u724c\u6218\u7565<\/a>\u662f\u4e00\u9879\u8ba1\u5212\uff0c\u5176\u4e2d\u5305\u542b\u968f\u7740\u6210\u529f<a href=\"https:\/\/www.joinsai.cn\/share\/%e6%88%98%e7%95%a5%e5%93%81%e7%89%8c%e7%ae%a1%e7%90%86%e7%9a%84%e9%87%8d%e8%a6%81%e6%80%a7\/\" 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class=\"wp-block-heading\">\u5168\u9762\u54c1\u724c\u6218\u7565\u76847\u4e2a\u8981\u7d20<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">1\u3001\u76ee\u7684<\/h4>\n\n\n\n<p>\u201c\u6bcf\u4e2a\u54c1\u724c\u90fd\u4f1a\u505a\u51fa\u627f\u8bfa\u3002\u4f46\u662f\uff0c\u5728\u6d88\u8d39\u8005\u4fe1\u5fc3\u4f4e\u843d\u4e14\u9884\u7b97\u8b66\u60d5\u6027\u5f88\u9ad8\u7684\u5e02\u573a\u4e2d\uff0c\u8fd9\u4e0d\u4ec5\u4ec5\u662f\u505a\u51fa\u5c06\u4e00\u4e2a\u54c1\u724c\u4e0e\u53e6\u4e00\u4e2a\u54c1\u724c\u533a\u5206\u5f00\u7684\u627f\u8bfa\uff0c\u800c\u4e14\u5177\u6709\u660e\u786e\u7684\u76ee\u7684\uff0c\u201d\u8be5\u54c1\u724c\u8463\u4e8b\u957f\u827e\u4f26\u00b7\u4e9a\u5f53\u68ee\uff08Allen Adamson\uff09\u89e3\u91ca\u8bf4\u3002\u5317\u7f8e\u5730\u533a\u7684\u54c1\u724c\u54a8\u8be2\u548c\u8bbe\u8ba1\u516c\u53f8Landor Associates\u3002<\/p>\n\n\n\n<p>\u5728\u5b9a\u4e49\u54c1\u724c\u5b9a\u4f4d\u65f6\uff0c\u4e86\u89e3\u60a8\u7684\u4e1a\u52a1\u627f\u8bfa\u662f\u5fc5\u8981\u7684\uff0c\u800c\u77e5\u9053\u6bcf\u5929<em>\u4e3a\u4ec0\u4e48<\/em>\u9192\u6765\u4e0a\u73ed\u7684\u91cd\u8981\u6027\u66f4\u5927\u3002\u6362\u53e5\u8bdd\u8bf4\uff0c\u60a8\u7684\u76ee\u7684\u66f4\u52a0\u5177\u4f53\uff0c\u56e0\u4e3a\u5b83\u53ef\u4ee5\u4f7f\u60a8\u4e0e\u7ade\u4e89\u5bf9\u624b\u8131\u9896\u800c\u51fa\u3002<\/p>\n\n\n\n<p>\u60a8\u5982\u4f55\u5b9a\u4e49\u4e1a\u52a1\u76ee\u7684\uff1f\u6839\u636eBusiness Strategy Insider\u7684\u4ecb\u7ecd\uff0c\u53ef\u4ee5\u901a\u8fc7\u4e24\u79cd\u65b9\u5f0f\u67e5\u770b\u76ee\u7684\uff1a<\/p>\n\n\n\n<ul 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class=\"wp-block-heading\">3\u3001\u60c5\u611f<\/h4>\n\n\n\n<p>\u5ba2\u6237\u5e76\u4e0d\u603b\u662f\u7406\u6027\u7684\u3002<\/p>\n\n\n\n<p>\u60a8\u8fd8\u5982\u4f55\u89e3\u91ca\u8fd9\u4e2a\u4eba\u82b1\u4e86\u6570\u5343\u7f8e\u5143\u8d2d\u4e70\u4e00\u8f86Harley\u800c\u4e0d\u662f\u8d2d\u4e70\u53e6\u4e00\u8f86\u4fbf\u5b9c\u7684\uff0c\u505a\u5de5\u7cbe\u826f\u7684\u81ea\u884c\u8f66\uff1f\u67d0\u5904\u4f20\u6765\u6fc0\u52a8\u7684\u58f0\u97f3\uff0c\u4f4e\u58f0\u8bf4\uff1a<em>\u201c\u4e70\u54c8\u96f7\u3002\u201d<\/em><\/p>\n\n\n\n<p>\u4f46\u4e3a\u4ec0\u4e48\uff1f<\/p>\n\n\n\n<p>\u54c8\u96f7\u6234\u7ef4\u68ee\uff08Harley Davidson\uff09\u901a\u8fc7\u5efa\u7acb\u54c1\u724c\u793e\u533a\u6765\u8fd0\u7528\u60c5\u611f\u54c1\u724c\u3002\u6700\u521d\uff0cHOG\uff08\u54c8\u96f7\u8f66\u4e3b\u96c6\u56e2\uff09\u5c06\u5ba2\u6237\u4e0e\u4ed6\u4eec\u7684\u54c1\u724c\uff08\u4ee5\u53ca\u5f7c\u6b64\u4e4b\u95f4\uff09\u8054\u7cfb\u8d77\u6765\u3002<\/p>\n\n\n\n<p>\u901a\u8fc7\u4e3a\u5ba2\u6237\u63d0\u4f9b\u673a\u4f1a\uff0c\u4f7f\u4ed6\u4eec\u611f\u89c9\u81ea\u5df1\u50cf\u662f\u4e00\u5927\u7fa4\u4eba\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u4e00\u7fa4\u6469\u6258\u8f66\u9a91\u884c\u8005\uff0c\u4ed6\u4eec\u66f4\u52a0\u7d27\u5bc6\u5730\u8054\u7cfb\u5728\u4e00\u8d77\uff0cHarley Davidson\u80fd\u591f\u5c06\u81ea\u5df1\u5b9a\u4f4d\u4e3a\u5e0c\u671b\u8d2d\u4e70\u81ea\u884c\u8f66\u7684\u4eba\u7684\u660e\u663e\u9009\u62e9\u3002<\/p>\n\n\n\n<p>\u4e3a\u4ec0\u4e48\uff1f\u4eba\u4eec\u5929\u751f\u5c31\u6709\u5efa\u7acb\u5173\u7cfb\u7684\u613f\u671b\u3002\u5fc3\u7406\u5b66\u5bb6Roy Baumeister\u548cMark Leary\u7684\u7814\u7a76\u5728\u4ed6\u4eec\u7684\u201c&nbsp;\u5f52\u5c5e\u6027\u5047\u8bbe&nbsp;\u201d\u4e2d\u6700\u80fd\u63cf\u8ff0\u8fd9\u79cd\u9700\u6c42\uff0c\u8be5\u9648\u8ff0\u6307\u51fa\uff1a\u201c\u4eba\u4eec\u5177\u6709\u4e0e\u4ed6\u4eba\u7d27\u5bc6\u8054\u7cfb\u7684\u57fa\u672c\u5fc3\u7406\u9700\u6c42\uff0c\u800c\u4eb2\u5bc6\u5173\u7cfb\u4e2d\u5145\u6ee1\u7231\u5fc3\uff0c\u6df1\u60c5\u7ebd\u5e26\u662f\u5176\u4e2d\u7684\u91cd\u8981\u7ec4\u6210\u90e8\u5206\u3002\u4eba\u7c7b\u884c\u4e3a\u3002\u201d<\/p>\n\n\n\n<p>\u66f4\u4e0d\u7528\u8bf4\uff0c\u5f52\u5c5e\u611f-\u5bf9\u7231\uff0c\u60c5\u611f\u548c\u6210\u4e3a\u7fa4\u4f53\u7684\u4e00\u90e8\u5206\u7684\u9700\u6c42-\u76f4\u63a5\u843d\u5728\u9a6c\u65af\u6d1b\u9700\u6c42\u5c42\u6b21\u7684\u4e2d\u95f4\uff0c\u8be5\u5c42\u6b21\u65e8\u5728\u5bf9\u4eba\u7c7b\u7684\u4e0d\u540c\u9700\u6c42\u8fdb\u884c\u5206\u7c7b\u3002<\/p>\n\n\n\n<p>\u8981\u5b66\u4e60\u7684\u6559\u8bad\uff1f\u5bfb\u627e\u4e00\u79cd\u5728\u66f4\u6df1\u5c42\u6b21\uff0c\u66f4\u60c5\u611f\u5c42\u9762\u4e0a\u4e0e\u5ba2\u6237\u5efa\u7acb\u8054\u7cfb\u7684\u65b9\u6cd5\u3002\u60a8\u8ba9\u4ed6\u4eec\u5b89\u5fc3\u5417\uff1f\u8ba9\u4ed6\u4eec\u89c9\u5f97\u81ea\u5df1\u50cf\u5bb6\u4eba\u4e00\u6837\u5417\uff1f\u60a8\u4f7f\u751f\u6d3b\u66f4\u8f7b\u677e\u5417\uff1f\u4f7f\u7528\u6b64\u7c7b\u60c5\u611f\u89e6\u53d1\u56e0\u7d20\u6765\u52a0\u5f3a\u60a8\u7684\u5173\u7cfb\u5e76\u57f9\u517b\u5fe0\u8bda\u5ea6\u3002<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">4\u3001\u7075\u6d3b\u6027<\/h4>\n\n\n\n<p>\u5728\u8fd9\u4e2a\u77ac\u606f\u4e07\u53d8\u7684\u4e16\u754c\u4e2d\uff0c\u8425\u9500\u4eba\u5458\u5fc5\u987b\u4fdd\u6301\u7075\u6d3b\u6027\u4ee5\u4fdd\u6301\u76f8\u5173\u6027\u3002\u4ece\u597d\u7684\u65b9\u9762\u6765\u8bf4\uff0c\u8fd9\u4f7f\u60a8\u53ef\u4ee5\u81ea\u7531\u53d1\u6325\u5e7f\u544a\u7cfb\u5217\u7684\u521b\u9020\u529b\u3002<\/p>\n\n\n\n<p>\u60a8\u53ef\u80fd\u4f1a\u60f3\uff1a<em>\u201c\u7b49\u7b49\uff0c\u6211\u5e94\u8be5\u5982\u4f55\u4fdd\u6301\u4e00\u81f4\uff0c\u540c\u65f6\u8fd8\u8981\u4fdd\u6301\u7075\u6d3b\u6027\uff1f\u201d<\/em><\/p>\n\n\n\n<p>\u597d\u95ee\u9898\u3002\u4e00\u81f4\u6027\u65e8\u5728\u4e3a\u60a8\u7684\u54c1\u724c\u6811\u7acb\u6807\u51c6\uff0c\u800c\u7075\u6d3b\u6027\u5219\u4f7f\u60a8\u53ef\u4ee5\u8fdb\u884c\u8c03\u6574\uff0c\u4ee5\u5efa\u7acb\u5174\u8da3\u5e76\u4ece\u7ade\u4e89\u4e2d\u8131\u9896\u800c\u51fa\u3002<\/p>\n\n\n\n<p>\u6362\u53e5\u8bdd\u8bf4\uff0c\u201c\u6709\u6548\u7684\u8eab\u4efd\u7a0b\u5e8f\u9700\u8981\u8db3\u591f\u7684\u4e00\u81f4\u6027\u624d\u80fd\u88ab\u8bc6\u522b\uff0c\u4f46\u662f\u8981\u6709\u8db3\u591f\u7684\u53d8\u5316\u624d\u80fd\u4f7f\u4e8b\u7269\u65b0\u9c9c\u548c\u4eba\u6027\u5316\uff0c\u201d&nbsp;Peopledesign\u603b\u88c1&nbsp;Kevin Budelmann&nbsp;\u89e3\u91ca\u8bf4\u3002<a rel=\"noreferrer noopener\" href=\"http:\/\/www.peopledesign.com\/brand-variation\" target=\"_blank\"><\/a><\/p>\n\n\n\n<p>\u8fd9\u79cd\u6218\u7565\u5e73\u8861\u7684\u4e00\u4e2a\u5f88\u597d\u7684\u4f8b\u5b50\u662fOld Spice\u3002\u5982\u4eca\uff0cOld Spice\u5df2\u6210\u4e3a\u5168\u9762\u6210\u529f\u8425\u9500\u7684\u6700\u4f73\u5178\u8303\u4e4b\u4e00\u3002\u7136\u800c\uff0c\u76f4\u5230\u6700\u8fd1\uff0c\u7a7f\u7740Old Spice\u4e00\u76f4\u662f\u4e16\u754c\u5404\u5730\u7236\u4eb2\u4e0d\u8a00\u800c\u55bb\u7684\u8981\u6c42\u3002\u5982\u4eca\uff0c\u5b83\u5df2\u6210\u4e3a\u6240\u6709\u5e74\u9f84\u6bb5\u7537\u6027\u7684\u6700\u53d7\u6b22\u8fce\u54c1\u724c\u4e4b\u4e00\u3002<\/p>\n\n\n\n<p>\u79d8\u5bc6\uff1f\u7075\u6d3b\u6027\u3002<\/p>\n\n\n\n<p>\u610f\u8bc6\u5230\u9700\u8981\u91c7\u53d6\u67d0\u4e9b\u63aa\u65bd\u6765\u786e\u4fdd\u5176\u5728\u5e02\u573a\u4e2d\u7684\u5730\u4f4d\uff0cOld Spice\u4e0eWieden + Kennedy\u5408\u4f5c\uff0c\u5c06\u5176\u54c1\u724c\u5b9a\u4f4d\u4e3a\u65b0\u7684\u5ba2\u6237\u7fa4\u3002<\/p>\n\n\n\n<p>\u5728\u65b0\u7684\u5e7f\u544a\uff0c\u65b0\u7684\u7f51\u7ad9\uff0c\u65b0\u7684\u5305\u88c5\u548c\u65b0\u7684\u4ea7\u54c1\u540d\u79f0\u4e4b\u95f4\uff0cOld Spice\u901a\u8fc7\u5bf9\u5176\u5df2\u7ecf\u5f3a\u5927\u7684\u54c1\u724c\u8fdb\u884c\u6218\u7565\u6027\u589e\u5f3a\uff0c\u6210\u529f\u5438\u5f15\u4e86\u5e74\u8f7b\u4e00\u4ee3\u7684\u6ce8\u610f\u529b\u3002<\/p>\n\n\n\n<p>\u56e0\u6b64\uff0c\u5982\u679c\u60a8\u7684\u65e7\u7b56\u7565\u4e0d\u518d\u8d77\u4f5c\u7528\uff0c\u8bf7\u4e0d\u8981\u5bb3\u6015\u8fdb\u884c\u66f4\u6539\u3002\u4ec5\u4ec5\u56e0\u4e3a\u5b83\u8fc7\u53bb\u6709\u6548\u5e76\u4e0d\u610f\u5473\u7740\u5b83\u73b0\u5728\u5c31\u6709\u6548\u3002<\/p>\n\n\n\n<p>\u501f\u6b64\u673a\u4f1a\u4ee5\u5d2d\u65b0\u7684\u65b9\u5f0f\u5438\u5f15\u60a8\u7684\u5173\u6ce8\u8005\u3002\u60a8\u7684\u54c1\u724c\u53ef\u4ee5\u5efa\u7acb\u4e00\u4e9b\u73b0\u6210\u7684\u5408\u4f5c\u4f19\u4f34\u5173\u7cfb\u5417\uff1f\u6709\u6ca1\u6709\u5173\u4e8e\u60a8\u7684\u4ea7\u54c1\u7684\u5c5e\u6027\uff1f\u4f7f\u7528\u8fd9\u4e9b\u8054\u7cfb\u65b0\u5ba2\u6237\uff0c\u5e76\u63d0\u9192\u60a8\u7684\u8001\u5ba2\u6237\u4e3a\u4ec0\u4e48\u7231\u60a8\u3002<\/p>\n\n\n\n<h4 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