Maitiro Ekuvaka Iyo Yechokwadi Brand

Maitiro Ekuvaka Iyo Yechokwadi Brand

Vanotungamira kushambadzira epasirese vanozvitaura nenzira dzakasiyana, asi vese vanobvuma kuti musika wazvino wakaibva nedzidziso, nyaya, uye nyaya dzebudiriro dzakanangana nemhando dzevanhu. Mazwi akakosha mukati memusika uyu uri kukura ndewe kushambadzira kwechokwadi uye rudzi rwevanhus.

Zvizvarwa Zvakasiyana: Izwi Rimwechete

Philip Kotler, mumwe weVakuru Vakuru vekushambadzira, anodaidza chiitiko ichi 3.0 MarketingMubhuku rake rine zita rimwe chetero, anotaura nezvemamaneja ezvokutengesa nevatauriri vane “mano okunzwa funganyo nezvishuvo zvevanhu.”

Izwi rechizvarwa chechidiki ndiro guru rekutaurirana Seth Godin, uyo anoti “Hatichadi kutumirwa spam neruzivo nezvechigadzirwa kana sevhisi. Tinoda kunzwa kubatana kwairi. Kuva munhu ndiyo nzira chete yekukunda." Mune yake inozivikanwa yegoridhe denderedzwa modhi uye TED Talks, Simon Sinek inoratidza kuti sei pakavambwa kambani inofanirwa kuve yakasimba, zvekuti kambani inogona kutengesa chero mhando yechigadzirwa kubva papuratifomu iyi.

Zvisinei nezvizvarwa zvakasiyana uye mapoinzi ekutanga, ava vane zvipo zvekushambadzira vese vari kutaura nezve chinhu chimwe chete: Vanhu Brands.

Hapana chitsva chiri munjodzi. Hazvisi zvitsva kuti makambani atsvage huchokwadi - uye hazvisi zvitsva kuti makambani atarise kuteerera kune vavanotambira uye kubvuma kukanganisa kwavo pane kushandisa nguva yavo yese vachiedza kunyengerera nekunyengera vatengi vavo.

Iyo paradigm shanduko inogona kuoneka mukutsvagisa senge Iyo Lippincott-YakabatanidzwaIn Brand Power Score, iyo inomira kuratidza kuti imwe nzira yemunhu, panjodzi, uye yemunhu yekutaurirana uye yekumaka inogamuchirwa zvakanaka nevatengi. Tsvagiridzo yakaratidza kuti vatengi vakapfuura zvakafanotaurwa nenyanzvi, zvichiita kuti kushambadzira kwevanhu kuve nzira isingarambike yekumberi.

Mubvunzo ndeuyu: brand yako inogona kuramba ichienderera?

Rudzi rweMunhu

Kushambadzira kwechokwadi hakuna kungobuda kunze kwemhepo yakatetepa. Mafambiro akasiyana-siyana uye mafambiro akazvikurudzira kuburikidza nemakore, senge hyper transparency, co-kugadzira, yakavhurika-sosi, crowdsourcing, rudzi rwekudzidza, anti-branding, nezvimwe.

Asi zvinhu zviviri zvakakonzera shanduko yekushambadzira panguva imwe chete:

1. Kushambadzira kwechokwadi chiratidzo chekufamba - kwete mabhureki

Chiitiko ichi chakanangana nemakambani, kuburikidza nekuziva uye kushanda nesimba pahunhu hwavo uye kuterera, vachiva mafambiro akanaka kwete mabhureki.

PepsiCo Toddy Brand Logo

tora Pepsi's Brazilian Toddy mushandirapamwe semuenzaniso: 

MuBrazil, kutengesa kwe toddy chinwiwa chechokoreti chainge chatanga kudzikira uye musika wakatanga kuda chimwe chinhu chitsva. Pepsi anga atova nemascot, anoyemurwa zvakasununguka padanho repamusoro, kunyanya nevatengi vadiki. Ivo vaimuona akanaka uye aivaraidza, ariwo maitiro atinoita kuona mascots emhando.

Pepsi akabuda panze ndokuita mascot avo mutauriri wemusangano wekunze. Pepsi anga aona kufamba kwakasimba pasocial media. Masangano akasiyana-siyana uye vanhu vamwe navamwe vakanga vachitakura sangano iri mberi, vachitarisa kupararira kwekutaura-kusaita. Bato iri rakanangana nerudzi rwune huwori pamwe nekuputsika uye zvipikirwa zvisina maturo.

Pepsi akakurudzira kuti zvizvarwa zvidiki zvakashandisa nzira dzekukurukurirana pamhepo kuita chirevo kubva kumascot's. moo pese painzwikwa chivimbiso chisina maturo - uye mushandirapamwe wakabudirira.

Pasina nguva, moo nokuti zvakafanana ne cheka hurombo. Zvizvarwa zvechidiki zvakashandisa moo-message munhaurirano dzavo, pamhepo nepamhepo. Kamwe kamwe, Toddy akanga ari chikamu chemuitiro. Kutengeswa kwechigadzirwa kwakawedzera uye Pepsi yakashandura mhando yavo kuita kufamba.

2. Kuchinja kubva kune mutengi kuenda kune kutarisa kwevanhu

Panzvimbo pekutarisisa nzira dzekunyengetedza vanogamuchira, senge mishandirapamwe, marongero, spins, nezvimwe, kushambadzira kunotanga zvishoma nezvishoma kutarisa zvakanyanya pakuona kuti sei vanhu vachitenga. Mune ramangwana, ichi chichava mavambo ekugadzirwa kwechigadzirwa.

Ichi chikamu chechikonzero nei kushambadzira kwechokwadi kuri pamusoro pevanhu (kwete vatengi) uye zvatinoda zvakanyanya. Izvi zvinodikanwa zvinosanganisira:

  • Kunzwikwa
  • Kunzwa kunzwisiswa
  • Kuwana zvinoreva
  • Kuratidza hunhu

Muenzaniso weiyi yechipiri chikamu chekuchinja kweparadigm inogona kuoneka muAmerican cheni Dominos.

Pakutanga kwemanoti, Dominos yakanga ichitsva nekuda kwemhando yezvokudya, kugutsikana kwevashandi, uye kunakidzwa kwevashandi. Panzvimbo pekuzvidzivirira uye kutanga mishandirapamwe yekutendeudzira vatengi kune zvakapesana, Dominos yakasarudza kuita yakazvininipisa uye inopindura dambudziko zano. Dominos yakashongedza akati wandei emabhokisi avo epizza ane QR kodhi, achikumbira vatengi kuti vatarise iyo kodhi uye kuenda nayo kuTwitter kuti vataure zvavanofunga.

Iri raive zano rakabudirira, sezvo vanhu vese vachinzwa kuda kunzwiwa nekunzwa kunzwisiswa.  

Urongwa uhwu hwakakonzera kuunganidzwa kwedata rakakura rakashandiswa nekambani nenzira dzakasiyana siyana:

Dominos mu Times Square
Credit: Fast Company

  • Sechikamu chekushambadzira kwavo kwemukati uye kutarisirwa kwevashandi, Dominos yakamisa zvikirini zvekombuta munzvimbo dzaive dzichigadzirwa mapizza kupa vabiki mhinduro chaiyo-nguva. Izvi zvakagadzirisa musiyano pakati pevashandi nevatengi.

Mushandirapamwe uyu wakakonzera kuwedzera kwevateveri ve80,000 veTwitter mukati memwedzi. Mimwe mhedzisiro yaisanganisira spike mukutarisisa kwePR, kuwedzera kwekugutsikana kwevashandi, kuvandudzwa kwese-kwese kwemukurumbira wechiratidzo, uye kuwedzera kwevanhu. Uku ndiko kushambadzira kwechokwadi pakunaka kwazvo!

Kushambadzira Kunovimbisa Zvakangokwana

Kune mienzaniso yakawanda inoshamisa yemakambani anovhura maziso avo kune zvakanakira kushambadzira kwechokwadi. Mhedzisiro yacho inyaya dzebudiriro dzinounzwa neakasarudzika mishandirapamwe inogara zvakanaka nevatengi.

Kukambani yangu yeMarTech Vadivelu Comedy JumpStory isu tine hunyanzvi mukugadzirisa echokwadi stock mafoto & mavhidhiyo, saka haufanirwe kushandisa ese anotaridzika-anotaridzika ari kunze uko. Isu tinoshandisa AI kubvisa zvese zvisiri izvo zvirimo, uye isu tinotarisa pamashoko maviri akakosha ariwo musimboti wekushambadzira kwechokwadi: hunhu & hunhu.

Mhosva idzi dzinoitirwa kukurudzira iwe kuti uite shanduko mumhando inoteerera uye yemunhu - uye neshanduko iyi, unganidza zvikomborero zvehupfumi munzira.

Humanity

Imwe ketani yezvitoro yekuAmerica yaive yakatsva nekuti kazhinji yaishaya zvigadzirwa zvavo zvakakurumbira. Mukupindura kushoropodzwa uku, kambani yakatanga sirogani nyowani - uye nayo, pfungwa nyowani: Kana iri mustock, tinayo. Iyi hard-core self-irony yaive nemhedzisiro yakanaka pane zvese kutengesa uye mukurumbira wemhando.

Munyika yaMwari pachake, unogona kusangana neresitorendi yeChinese inoshambadza pasi sirogani Chekutanga chikafu. Chirungu chisina kunaka. Kunze kwekuseka uku uye kuzvidzora, iyo punch line inotaura nyaya yekirasi mukati meindasitiri yekudyira. Kune mutengi ari kutsvaga chokwadi, chimwe chezvinhu zvakaipisisa zvinogona kuitika kuenda kuresitorendi yekuItaly kunongopihwa neDanish yakazara server. Chatinoda runako rwakatsvuka kuti tishandire mapizza edu neshungu.

Kune rimwe divi, isu tinoda kukwanisa kunzwisisa izwi rega rega pane menyu uye kutaurirana zvakanaka nevashandi. Izvi dzimwe nguva zvinoratidza zvakaoma kana chokwadi chiri chekutanga chedu. Cheni yeChinese inotaura nezve dambudziko iri uye inomira panhau iyi.

Mhosva mbiri idzi mienzaniso yechiitiko icho Trendwatching dubs zvakaipa. Izwi iri ndiro ratidziro yemazwi zvikuru uye Chakakanganisa. Nenzira yakafanana neyeNjiva's Real Runako mishandirapamwe, idzi mbiri dzeAmerica kesi dzinoratidza kuti unogona kuongorora hunhu hwako uye panguva imwechete kudzikisira zvivimbiso zvako kune izvo zvinogoneka zvechokwadi. Muchokwadi, maketani aya anenge achivimbisa zvishoma pane zvavanopa.

unhu

Mupfungwa, mabhureki ese ane hunhu hwakasiyana, nenzira imwecheteyo sezvinoita vanhu. Chokwadi chinoramba chiripo chokuti humwe hunhu hunokwezva kupfuura vamwe. Vamwe vakatanhamara munzira yakanaka, yakakomba. Mune zvimwe zviitiko, tinogona kutaura chikonzero chaicho uye mune zvimwe, zvinoita sekunyepa zvatisingakwanisi.

Munyika yekutengeserana, kune mienzaniso mishoma inooneka yechiitiko ichi. Miracle Whip inomira kunze kwayo Hatizi Wemunhu Wese story; Innocent Drinks vanozivikanwa nekuseka kwavo uye kutaura pachena. Muenzaniso weunhu uhwu ndiwo mavara anogona kuwanikwa pazasi peakawanda emakatoni emuto wavo, anoti: Rega kutarisa kuzasi kwangu.

Mukati meUSA, vanhu vazhinji vanoziva nezve Southwest Airlines kesi. Iyo kambani yakatora mutemo unoti, hapana zviziviso zvekuchengetedza zvinofanirwa kufanana. Enda kuYouTube uye uone muenzaniso wemushandi wechidiki ari kubhururuka achirova nzira yake nenzira dzekuchengetedza mundege. Cherekedza kuti nzira iyi inoitwa sei nekusimuka.

Kukudziridza uye Kuyera Hunhu

Hunhu ndehumwe hwehushoma hunhu hune simba rekufambisa vatengi, zvigadzirwa, uye tsitsi. Iyo inobhadhara zvechokwadi mukati meese maparamita akakodzera.

Kuti vanhu vabhadhare, inofanirwa kushandiswa nenzira yakarongeka uye ine chinangwa. Izvi zvinobatsira kuona nzvimbo dzinodiwa shanduko uye zvinotipa sundo yekupedzisira yekutanga maitiro.

Imwe yedzakanakisa nzira dzekusimudzira basa iri kuburikidza neiyi mibvunzo mina:

  • Tingateerera sei zvinonzwika?
  • Sei brand yedu iripo?
  • Chii chinoita kuti brand yedu ive munhu?
  • Ko brand yedu ine hunhu here?

Zvichienderana nemafungiro uye nhaurirano dzakanangana nemibvunzo iyi, unogona kunyura mumatanho akasiyana uye maitiro emhinduro anoumba zano revanhu, chikuva, uye kutaurirana. Rombo rakanaka uye yeuka kufara munzira. 

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