最新新闻 广告周丨在不息转折的世界中成长2021-09-15 08:05

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2018年态度营销跟美国Advertising Week(广告周)达成内容互换战略配相符最新新闻,旨在为读者带来全球市场营销、市场、广告和科技等走业的众元前沿资讯和国际性视角。

吾们正通过着自工业革命以来最具活力的变革时期之一。政治、社会、技术和经济不息的迅速发展正转折着吾们的生活手段,并迫使当代企业在越来越短的周期内作出逆答、创新和发展。现在,全球经济体GDP添长日趋乏力添剧了这一转折所带来的挑衅。

关于在我市新冠肺炎疫情期间暂停部分诊疗工作的通告(第9号)

@烟台全体师生

北京时间8月1日晚,奥运会羽毛球女子单打金牌赛展开争夺,赛会头号种子中国选手陈雨菲大比分2:1击败来自中国台北的戴资颖,帮助中国奥运代表团取得第24枚金牌。

大小新闻8月1日讯(YMG全媒体记者)今天下午,市委副书记、市长郑德雁在市疫情防控指挥部办公室召开疫情防控专题会议,详细了解疫情防控措施落实情况,对贯彻落实省委刘家义书记批示要求,进一步加强工作机制,落实落细各项防控措施做出安排部署。

大小新闻7月31日讯(YMG全媒体记者)今晚,市委、市政府召开疫情防控紧急视频会议,传达贯彻省委主要领导有关批示要求,部署抓好莱山区关联南京禄口机场确诊病例应急处置和当前疫情防控工作。副省长、市委书记傅明先主持并讲话,市委副书记、市长郑德雁通报确诊病例情况,市人大常委会主任于松柏出席。

在这栽不息转折的环境中,企业必要一栽能够晓畅传达他们方针的序言。而消耗者却所以必要众栽手段来管理这些日好复杂的选择。品牌行为人们选择产品、服务的关键片面,是商业战略和平时生活的交汇点,在这栽情况下,品牌发挥了重大的作用,为企业和消耗者挑供了一栽重大而实用的解决方案,协助企业和消耗者简化、体面和推动添长。

以下是全文:

Change for life

We are living through one of the most dynamic periods of change since the Industrial Revolution. Unremitting political, societal, technological and economic trends are shaking up the way we live, and pressurizing modern business to react, innovate and grow in ever shorter cycles.

Exacerbating the change challenge is years of lacklustre GDP growth in the world’s mature economies. In short, finding growth has become ever more challenging, as markets become more competitive and societal and technological disruption continuously move the growth goalposts.

In this shifting landscape最新新闻, businesses need a medium that clearly communicates their purpose and a platform they can use to stay relevant, meaningful, and valued. Whereas consumers need ways to manage increasingly complex choices and to determine monetary value as well as fitting with their personal values. Brands offer a powerful and practical solution to help both businesses and consumers to simplify, adapt and drive growth.

Brands in action

Brands are a critical part of how people choose a product, service or business. A brand is where business strategy and everyday life intersect. Every interaction with a brand should in some way communicate its purpose and values, creating long-term memory structures that become ingrained, driving recognition and positive perception. How consumers use brands to navigate choice, demonstrate loyalty and determine value is well understood and can be combined with financial data to determine the financial value of brands.

However, brands are not just critical in the war for customers, they increasingly play a vital role in the war for talent. They are ultimately a human construct, they start with humans on the inside and are delivered to humans on the outside. Companies with strong and compelling cultural values and employer branding on the inside of the business fundamentally attract better people and enjoy a growth advantage over time. Brands with a strong sense of purpose draw people in, aligning people inside the organisation while driving momentum outside.

“84% of executives believe a shared purpose contributes to successful change and transformation.”1

Attracting the millennial generation, as they mature in the workplace in ever greater numbers, also requires more sophisticated employer branding, and a more purposeful approach to creating motivation and meaning in the workplace. The best and brightest will have many offers of work, so softer, more emotional benefits are increasingly coming to the fore.

“60% of millennials seek employers with a clear purpose.”2

The more things change, the more they stay the same

There is a paradox at the heart of branding. A tension between the authenticity and consistency that enables brands to endure over decades and the rapidly changing world that brands inhabit. The world’s strongest brands are masters at adapting, evolving and extending their offer, whilst retaining the authentic truths in people’s minds that they have built up over many years.

Managing brands to enable innovation and growth in an era of rapid change is a masterful art, especially when technology is enabling companies with disruptive business models’ access to the largest markets in the world.

The technology start-ups of twenty years ago are now powerful brand owners and growth engines in their own right. Five of the top ten most valuable brands in the world are technology brands: Apple, Google, Amazon, Facebook and Adobe. With two of the fastest growing brands, by brand value, being Facebook and Amazon.

Interestingly, the technology upstarts of yesterday, are investing more in their brands and creating powerful purposes that guide not just their customer propositions, but give their employees a deeper connection to making a positive impact on the world outside.

“Give people the power to build community and bring the world closer together” Facebook Mission Statement

Grow, grow, grow

There is no magic formula for growth, because not all growth challenges are the same—whether an organisation needs to scale before leaping forward, or it may need to break a new market in order to expand, or whether it needs to reinvent its purpose in order to find new relevance; the challenges of brands and growth are many and varied.

However, the world’s best brands do share a set of behaviours that enable them to adapt, evolve and grow. To remain relevant in the face of change and to ultimately capitalise on change, not only to grow, but to thrive.

The first of these behaviors is an obsessive curiosity about people and what makes them tick. Taking the time to truly understand the people you are serving and the people that you are employing is critical for sustained growth. The brands that are consistently driving business growth aren’t just understanding the needs of their stakeholders today, but also anticipating their needs tomorrow. Data and technology are changing the ways that brands can serve customers in the immediate moment of need, and in the future.

Secondly, the best global brands have a stunning clarity in their purpose. Clarity is vital to build simple, compelling messages which will win the war in terms of communication in our highly fragmented world. But clarity of purpose and values has a critical role to play inside the business in terms of aligning employees with brand purpose, and ensuring that the business is connected to the promises that it’s making to its customers. Clarity and commitment to the brand on the inside, delivers better experiences for customers on the outside. And that is a growth advantage.

Thirdly, the best brands in the world use creativity to design new products and services and to relentlessly improve the business and the customer experience over time. Creativity has tended to be pigeonholed as a visual design or advertising discipline in large organisations. It’s clear that the best brands excel in their ability to fuse business strategy and creativity to create ideas for growth with a strong commercial foundation and business case.

The management consultants have cottoned onto this powerful trend and for the past few years have been buying creative consultancies. Leading brands are bringing the logic of business and the magic of creativity together to create new opportunities for growth.

And finally, despite constant change, the most critical ingredient for growth is consistency. Consistent messaging, consistent quality and a consistent obsession with finding new ways to excite and delight both customers and staff.

Great brands deliver growing financial returns over long periods, which brings us back to the paradox of consistency in a world of change. Brand management, done with flair and imagination, provides the reassurance, stability and reliability that people are looking for, whilst creating a springboard for the business to continue to adapt, evolve and grow.

1. https://www2.deloitte.com/global/en/pages/about-deloitte/articles/2015-millennial-survey-press-release.html

2. http://interbrand.com/best-brands/best-global-brands/2017/

注:以上文章经授权转载自AW360最新新闻。


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