品牌營銷突破：品牌人格化

1、品牌營銷突破：品牌人格化人格化一般運用在文學(xué)創(chuàng)作中，也就是我們常說的的擬人，對文學(xué)作品中沒有生命的一切事物賦予人的特征，使她們具有人的思想感性和行為。通過這樣的創(chuàng)作手法，經(jīng)?？梢蕴嵘膶W(xué)作品的活力和趣味性，增加可讀性，到達(dá)與人情感的共鳴。實際上，我們通俗一點來理解，擬人其實就是在與人套近乎，可喜的是，人們愿意接受這種淺性的奉承。品牌人格化，簡言之，就是賦予品牌人的情感，與人共鳴，與人打拉近關(guān)系！下面以冰純嘉士伯的例子來談品牌人格化營銷冰純嘉士伯的品牌口號是“不準(zhǔn)不開心”，它的一切營銷行為也都圍繞“開心”來展開！將冰純嘉士伯的品牌人格化為現(xiàn)代人最需要的“開心”二字。開心舉措一：開心候車亭冰純嘉士

2、伯在全國多個城市的公交站點設(shè)立了“開心候車亭”，市民在等候公交車時，可以通過摁壓候車亭燈箱上的開心卡通圓臉開關(guān)和不開心卡通圓臉開關(guān)，選擇自己候車時的心情，并顯示在燈箱上的“開心指數(shù)”和“不開心指數(shù)”的統(tǒng)計數(shù)字上。通過摁壓開關(guān)，市民就能在候車亭的燈箱上留下自己的心情了?！伴_心候車亭”的做法是典型的互動式體驗營銷，它能使消費者在不知不覺中接受該企業(yè)產(chǎn)品的品牌主張，進(jìn)而產(chǎn)生品牌認(rèn)同，“不準(zhǔn)不開心”的品牌主張已經(jīng)通過傳統(tǒng)媒介進(jìn)行了廣泛傳播的基礎(chǔ)上使高空的品牌傳播產(chǎn)生了落地效果，以“開心候車亭”這一形式出現(xiàn)會通過消費者的參與通過摁壓選擇開心或不開心，使品牌在消費者心智中進(jìn)一步得到確認(rèn)。開心舉措二“脫光”

3、開心大行動2011年11月11日是世紀(jì)超級光棍節(jié)，在此節(jié)日到來之前，冰純嘉士伯在微博上和不同城市的各大夜場舉辦“不準(zhǔn)光棍不開心”活動，借助其官方微博及其他微博之力，搜集了大量的“脫光宣言”，并把9名光棍幸運兒的形象放到脫光宣傳片中。在世紀(jì)光棍節(jié)前一周，上海、廣州、成都、深圳等大城市人流最集中的戶外LED屏上滾動播放了這部宣傳片，讓這些決心脫光的光棍男女為世人所矚目。通過新穎、有趣的傳播方式，冰純嘉士伯為世紀(jì)光棍節(jié)帶來了更多的輕松和開心。同時，冰純嘉士伯在不同城市的多家酒吧和量販KTV舉辦了脫光派對，“Chill比特”美女天使與消費者互動，為單身男女穿針引線，并給成功配對的男女贈送情侶電影票。別

4、出心裁的脫光派對，贏得了眾多消費者喝彩。從冰純嘉士伯的人格化營銷中，我們應(yīng)該學(xué)到什么，知名營銷專家彭杰老師博客zhiliangguanli總結(jié)了以下三點：第一、把自己的品牌塑造成一個人格化的群體代言人。通過品牌自述，傳遞出人格魅力和族群煽動力，讓年輕消費者身不由己地對這些人格化的品牌產(chǎn)生共鳴。品牌人格化會自動生成一種魔法”，敏感地抓住受眾心里難以說得清、道得明的情懷，而這種情懷其實就是抓住了時代和族群的心理所需，他們最想要而又最欠缺的就是最能吸引他們的。人格化，使品牌成為了受眾群體的一分子，繼而在消費者的心中落地生根。第二、品牌人格化的系統(tǒng)性。冰純嘉士伯幾年來的市場推廣主題都圍繞不準(zhǔn)不開心”來

5、展開，開心大業(yè)一氣呵成，開心版圖越加完善，以此推導(dǎo)出新的創(chuàng)意和傳播模式。第三、挖掘與合作伙伴的共同利益。只有共贏，才能有更好的貫徹與執(zhí)行，冰純嘉士伯讓每次營銷活動都創(chuàng)造出更大的社會和經(jīng)濟效益。在開心達(dá)人”活動中，冰純嘉士伯與開心網(wǎng)結(jié)成戰(zhàn)略聯(lián)盟并互換資源。開心候車亭項目結(jié)束后，冰純嘉士伯、媒介、廣告代理公司、公關(guān)公司，以及開展開心候車亭活動的城市，在品牌形象上都得到了不同程度的提升，贏得了贊譽。Personifiedingeneraluseinliterarycreation,namelyweoftensaythepersonification,therewasnolifeinthelitera

6、ryworksofallthingsgivesthecharacteristicsofthepeople,thattheyhaveemotionalandbehaviorofthought.Bythistechnique,oftencanimprovethevitalityofliteraryworksandinteresting,readability,achieveemotionalresonancewithpeople.Infact,tounderstandourpopularlittle,personificationisactuallybefriendwithpeople,thego

7、odnewsisthatpeoplearewillingtoacceptthiskindofsuperficialflattery.Brandpersonification,inshort,humanemotionisgivingbrand,resonatewithpeople,playcloserrelationswiththepeople!Thisexampletotalkaboutwithicepurecarlsbergbrandpersonificationmarketing-Icepurecarlsbergbrandsloganis"nonothappy",it&

8、#39;sallmarketingactivitiesarearound"happy"toexpand!Icepurecarlsbergbrandpersonalityintomodernpeoplemostinneed,theword"happy".Happymoveone:happysheltersIcepurecarlsbergincitiesacrossthecountrysetupa"shelter"happybusstops,citizens,whilewaitingforthebuscanbepressedinshelt

9、erslightboxonthehappycartoonroundfacecartoonroundswitch,switchandunhappywhenchoosetheirmood,anddisplayedintheboxonthe"happyindex"and"nothappy"indexstatistics.Throughthepresspressureswitch,citizenscanleaveownmoodinshelterslightboxes."Happyshelter"isatypicalinteractiveexp

10、eriencemarketing,itcanmakeconsumersunconsciouslyaccepttheenterpriseproductbrandposition,andcreatebrandrecognitionandbrand"arenotallowedtobeunhappy"claimhasbeenthroughtraditionalmediatospreadwidelyonthebasisofmakingthebrandspreadofhighgroundeffect,willoccurintheformof"happyshelter"

11、;throughtheparticipationofconsumers(throughthepressedtochoosehappyorunhappy,thebrandinconsumers'mindhasbeenfurtherconfirmed.Happymove2-"naked"happybigactionNovember11,2011isthesupersinglesday,beforethefestival,theicepurecarlsbergonweiboanddifferentcitieseachbignight"nosingleunhapp

12、y"activities,throughitsofficialweiboandothermicroblogging,collectingalargenumberofthedeclarationof"naked",andputtheimageoftheninebachelorluckytostripapromotionalvideo.Bachelor'sfirstweekinthecentury,Shanghai,guangzhou,chengdu,shenzhenandothercitieswerethelargestconcentrationofoutd

13、oorLEDscreenscrolltobroadcastthevideo,letthesedeterminedtostripnotedforsinglemenandwomen.Spreadthroughthenovelandinterestingway,icepurecarlsbergsinglesdayofthecenturyhasbroughtmorerelaxedandhappy.Atthesametime,thepurecarlsbergicebarandvolumeofdifferentcitiesintheKTVheldnakedparty,"bit"Chil

14、lbeautyangelinteractingwithcustomers,thecountry-andforsinglemenandwomen,andpresentedacoupleticketstosuccessfulpairingofmenandwomen.Fancynakedparty,wonnumerouscustomers.Fromthepersonificationofthepurecarlsbergicemarketing,weshouldlearn,well-knownmarketingexpertsPengJieteacherblog(zhiliangguanli)summe

15、dupthefollowingthreepoints:First,makeyourbrandintoapersonificationofthegroup.Throughbrandreadme,deliverthepersonalitycharmandgroupseasily,lettheyoungconsumersinvoluntarilytoresonatewiththebrandsofthepersonification.Willautomaticallygeneratea"magic"brandpersonified,sensitivetoseizetheaudien

16、ceintheheartofMingqing,taosaid,andthiskindoffeelingisactuallycaughttheageandethnicgroup'spsychologicalneeds,theywanttoandlackmostisthemostabletoattractthem.Personification,makethebrandhasbecomeapartoftheaudience,andthentakesrootinconsumers'mind.boxuelun 2380664zg

17、lvjingmimasjomgsnlzuoxuanroujian3jnforevercqkendosunny-fjyougoljayhjft-sjSecond,thebrandpersonifiedsystemic.Icepurecarlsbergmarketingthemearoundforseveralyears"nothappy"isprohibitedtoexpand,thesamehappycause,happythemoreperfect,tonewideasandpropagationmodeisdeduced.Third,miningandthecommoninterestsofthepartners.Onlywin-wincooperation,canhavebetterimplementationandexecution,icepurecarlsbergleteverymarketingcampaigntocreatemoresocialandeconomicbenefits.In"happy'