技巧|四个品牌文案策划经典案例分析
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/MUu776l6BlaIFAvyuwrzWoZyT4RoKiaJhRLyHMWc4sedVRRf6EHQqnYX1MW1K1cdicUfClVWRmJs3OzFibSjUd8Jw/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">全世界</span>好文案</strong>(glogocopy)</span><strong style="color: blue;">——<span style="color: black;">好文案的传播者,文案垂直<span style="color: black;">行业</span><span style="color: black;">第1</span>微刊!</span></strong></span></span></strong></span></strong></strong></strong></strong></strong></strong></strong></span></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/WAhAWrGyDNUNOkzQvThth2TQuiaibjXef3A4IBqNic2fd2Ml057KErsaoic7kqfFkaSmcBJBxxwvGeGSO27qLBDOaw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/Kobans8mUxeb6Xy3YoSJnTHrj2lmbYGVGibBL0TMc4NOkkStXG078LTSKZkfwN3GK4icnoHQzSuKhqarLqzr5fHg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><img src="http://mmbiz.qpic.cn/mmbiz/bowFNmenr3cCicblKMyMlxicdCzQ9kXAcXd6UTHMEHWs4NJviabJXibTQ1dW2uucO51tRUzRXlL02NIfKwWYcHJScw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">怎样</span>做好品牌文案策划,<span style="color: black;">怎么样</span>在众多<span style="color: black;">宣传</span>中推广品牌,<span style="color: black;">怎么样</span>让品牌文案策划做的有<span style="color: black;">特殊</span>,有特点是<span style="color: black;">宣传</span>人所追求的。下面就分析几个做的比较成功的品牌文案策划案例。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌策划(Brand planning)是深层次表达:品牌策划<span style="color: black;">便是</span>使企业形象和<span style="color: black;">制品</span>品牌在消费者脑海中形成一种个性化的区隔,并使消费者与企业品牌和<span style="color: black;">制品</span>品牌之间形成统一的价值观,从而<span style="color: black;">创立</span>起自己的品牌声浪。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">案例1:</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/a5b2AvGTdgq9C8ibEbGqiaAuYRrUvX9rXAnDeWuicxsxItvAibLjXVia64hx76bibg3owzSN2WjFrAgbibSIHkW6YpsSQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">中国的矿泉水有几百种。说穿了,矿泉水从<span style="color: black;">基本</span>上没多大差别。<span style="color: black;">然则</span>农夫山泉凭句<span style="color: black;">宣传</span>语:“农夫山泉,味道有点甜。”把自己和其他几百种同类矿泉水区别开来。让每位顾客都<span style="color: black;">晓得</span>:喝农夫山泉<span style="color: black;">不仅</span>是为<span style="color: black;">认识</span>渴,还<span style="color: black;">由于</span><span style="color: black;">制品</span>独特的<span style="color: black;">口味</span>:甜!<span style="color: black;">况且</span>,农夫山泉借<span style="color: black;">宣传</span>语,引导消费者创建绿色 环保野趣等联想,让精神产生溶入自然的愉悦,和味觉<span style="color: black;">一起</span>消费了“甜”。农夫山泉<span style="color: black;">最终</span>从众多毫无<span style="color: black;">特殊</span>的竞争者中脱颖而出。在矿泉水市场确立了自己的品牌地位。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">说明越是面对<span style="color: black;">海量</span>同类<span style="color: black;">制品</span>,品牌识别越重要。</span></strong><span style="color: black;"><span style="color: black;">每一个</span><span style="color: black;">机构</span>都有自己名<span style="color: black;">叫作</span>,<span style="color: black;">倘若</span><span style="color: black;">咱们</span>把一个个<span style="color: black;">机构</span>看做一件件大商品。<span style="color: black;">那样</span>百货零售业中,各大商场的同质化现象和纯净水市场就有<span style="color: black;">非常多</span><span style="color: black;">类似</span>之处。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">案例2:</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/bowFNmenr3dhk0WSf96CvMDDlYnTk1cTX3aibjpiclInTHgxQQiaGKdSjog7uJzG1kSYia3Az2uGhhAsXNVbp7OQNA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">沃尔玛凭借它独特的供货<span style="color: black;">途径</span>和<span style="color: black;">有效</span>营销管理方式,在价格和服务方面喊出“<span style="color: black;">咱们</span>的商品价格总是较低的!”“<span style="color: black;">保准</span>满意”口号。(品牌识别过程)<span style="color: black;">而后</span><span style="color: black;">经过</span>传媒(品牌<span style="color: black;">创立</span>过程),让世界各个角落的消费者知晓并切身感受到这两句口号的内涵(品牌推广过程)。沃尔玛就<span style="color: black;">这般</span>和其他百货零售<span style="color: black;">机构</span>区别开来。客户由此<span style="color: black;">晓得</span>沃尔玛以及沃尔玛卖的百货<span style="color: black;">便是</span>和其它百货<span style="color: black;">机构</span><span style="color: black;">区别</span>,“沃尔玛的商品价格总是较低的!”“沃尔玛<span style="color: black;">保准</span>满意”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">说几句题外话:<span style="color: black;">按照</span>到大观<span style="color: black;">商场</span>城的购物感受,沃尔玛的东西并不都是最便宜的。<span style="color: black;">一样</span><span style="color: black;">制品</span>,有些和外面价格<span style="color: black;">亦</span>差不多。只是在<span style="color: black;">海量</span><span style="color: black;">平常</span>速耗品上,<span style="color: black;">例如</span>洗衣粉,洗发水,餐巾纸,矿泉水,饮料等,沃尔玛有<span style="color: black;">显著</span>的价格<span style="color: black;">优良</span>。沃尔玛用一部分低价<span style="color: black;">平常</span>用品来吸引顾客,顾客在现代化的良好的购物环境中买到比外面更便宜的同类商品时,会激发<span style="color: black;">她们</span>进一步的购物欲望。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">案例1是<span style="color: black;">制品</span>品牌的识别,案例2是<span style="color: black;">机构</span>品牌的识别。从<span style="color: black;">制品</span>品牌识别到<span style="color: black;">机构</span>品牌识别是市场营销认识中的一大进步。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">案例3:</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/bowFNmenr3dhk0WSf96CvMDDlYnTk1cTuibPBMyVBTFRaicXz7KiaNzf0K5WykCMleuDXaJMN1ia3icUrmbjbkZI17g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">IBM计算机<span style="color: black;">机构</span>知名度一向很高,曾经给人<span style="color: black;">稳妥</span> 安全<span style="color: black;">靠谱</span>的印象,可是自上世纪九十年代初期,IBM计算机<span style="color: black;">机构</span>风光<span style="color: black;">再也不</span>,人们<span style="color: black;">广泛</span>认为IBM<span style="color: black;">公司</span>庞大,反应缓慢。在<span style="color: black;">科研</span><span style="color: black;">研发</span>方面不如其它计算机<span style="color: black;">机构</span>。<span style="color: black;">制品</span><span style="color: black;">亦</span>缺乏迷人的特征。虽然这些印象并非事实,但IBM确实在失去消费者。为重新塑造自己的品牌形象,1994年5月,IBM决定将其<span style="color: black;">全世界</span><span style="color: black;">宣传</span>业务<span style="color: black;">所有</span>交给奥美<span style="color: black;">宣传</span><span style="color: black;">机构</span>。这是<span style="color: black;">宣传</span>史上规模最大的一次业务转移。奥美结合20世纪80年代末在西方发展起来的整合营销传播理念,从如下两方面入手,重塑 IBM品牌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">1 品牌检验:</strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">调查消费者到底<span style="color: black;">怎样</span>认识IBM品牌。寻找与IBM品牌(<span style="color: black;">包含</span><span style="color: black;">机构</span>和计算机)<span style="color: black;">关联</span>的语言及<span style="color: black;">原因</span>,收集资料,培养洞察力和直觉。</p><strong style="color: blue;">2 品牌写真:</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">按照</span>品牌检验所<span style="color: black;">发掘</span>的真相,勾勒出消费者与IBM之间<span style="color: black;">恰当</span>存在的独特关系。文字生动抒情。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">请看:“IBM是信息时代的基石,改造<span style="color: black;">咱们</span>生活的拉力。IBM站在<span style="color: black;">全世界</span>发展的高度,设计 <span style="color: black;">供给</span>人性化<span style="color: black;">制品</span>,轻轻一触,就让用户<span style="color: black;">持有</span>科技魔力。IBM,遵循四海一家的<span style="color: black;">处理</span>之道!”品牌写真是对品牌灵魂 <span style="color: black;">道理</span> 身份的思考挖掘,最后作出深刻阐释。它<span style="color: black;">实质</span>上预示了IBM<span style="color: black;">机构</span><span style="color: black;">此刻</span>和<span style="color: black;">将来</span>进行的每项<span style="color: black;">宣传</span>活动,从战略高度规范了<span style="color: black;">机构</span>与客户的互动关系。简练 浓缩 深刻 抒情的品牌写真如同高高在上的。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">IBM案例3简单描述了一个品牌识别的实施过程。</strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">案例4:</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/bowFNmenr3dhk0WSf96CvMDDlYnTk1cTAw2uIKIicuoa3icvyS3DKUNC6VBPibjMl66bW9OREuvSVCJQ9rR2JIqLQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">进入九十年代,可口可乐<span style="color: black;">宣传</span>日见陈腐。而百事可乐<span style="color: black;">机构</span>以更具时髦感的<span style="color: black;">宣传</span>,让消费者心中一度产生百事可乐超越了可口可乐的感觉。可口可乐主管们担心自己牌子内涵将变得模糊,以至<span style="color: black;">最后</span>过时。经过商讨,<span style="color: black;">机构</span>雇佣了CAA<span style="color: black;">做为</span>自己的创意顾问。CAA是好莱坞首屈一指的智囊<span style="color: black;">公司</span>。CAA能向<span style="color: black;">她们</span><span style="color: black;">供给</span><span style="color: black;">公众</span>文化。CAA<span style="color: black;">晓得</span>好莱坞走红什么------语言 音乐 服装体育等。而走红好莱坞的东西<span style="color: black;">亦</span><span style="color: black;">火速</span>会在各地流行起来。这<span style="color: black;">亦</span>是可口可乐<span style="color: black;">机构</span>所欣赏的。接着CAA就和M—E争夺1993年度对可口可乐<span style="color: black;">机构</span><span style="color: black;">宣传</span>的创意<span style="color: black;">掌控</span>权。这项争夺是可口可乐<span style="color: black;">机构</span>有史<span style="color: black;">败兴</span>最大的<span style="color: black;">宣传</span>宣传项目。在一个宣传日中。M—E<span style="color: black;">机构</span>拿出六个很平常的<span style="color: black;">宣传</span>。形成鲜明对照的是,CAA急风骤雨的60分钟影片(包括50个内容)让可口可乐<span style="color: black;">机构</span>管理人员看得眼花缭乱又激动人心。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">CAA的做法,摆脱了<span style="color: black;">宣传</span>大佬麦迪逊大道的<span style="color: black;">招数</span>。<span style="color: black;">宣传</span>和<span style="color: black;">宣传</span>之间似乎格调<span style="color: black;">目的</span>相去甚远,<span style="color: black;">无</span>相连的主题:蝉鸣之夏,水汽漉漉的可乐瓶。一支用可乐瓶演奏的环球乐队。追溯从上世纪20年代起,<span style="color: black;">伴同</span>了<span style="color: black;">她们</span>几十年的哈利巧遇萨丽式爱情。集聚在浮冰上的北极熊抱着可口可乐望北极光。。。。这些<span style="color: black;">宣传</span>或<span style="color: black;">详细</span>,或模糊,或高雅,或通俗。但所有的<span style="color: black;">宣传</span>都带有“永远”这一口号,和可乐圆形标识。从视觉听觉味觉向<span style="color: black;">公众</span>传播<span style="color: black;">这般</span>的主题:“可口可乐,时间上永远,空间上永远。无处不在地和你永远可口可乐。”从这一<span style="color: black;">方向</span><span style="color: black;">来讲</span>,<span style="color: black;">宣传</span>格调和<span style="color: black;">目的</span>并没相去甚远。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>播出,<span style="color: black;">宣传</span>界议论纷纷。<span style="color: black;">然则</span>最有发言权的莫过于可口可乐<span style="color: black;">机构</span>的主管们了。1994,CAA为可口可乐制作的<span style="color: black;">宣传</span>继续登场,并且赢得老对手M—E<span style="color: black;">机构</span>一位高层人士的<span style="color: black;">评估</span>:CAA“永远的可口可乐”<span style="color: black;">宣传</span>,使这个已有107年历史的品牌表现得并不象107岁的老人。<span style="color: black;">她们</span><span style="color: black;">特别有</span>创见。抛弃教条。创造性地探索出一个崭新的<span style="color: black;">宣传</span>体系。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">例案4启示:从生活 文化的<span style="color: black;">方向</span>,而不是从什么<span style="color: black;">宣传</span>传统和专业<span style="color: black;">方向</span>去理解和表现主题,<span style="color: black;">那样</span><span style="color: black;">机构</span>的信息传播就能更加丰富多彩引人入胜,又不失<span style="color: black;">知道</span>主题。</strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz/cZV2hRpuAPia3RFX6Mvw06kePJ7HbmI7bibbbzG3uqZ8S8QicFSnqobkGSPq4X5D9btObvy1zy6EyibLlplicicszCSg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/iaicbMzP4BPZltgO9SSbDVxmGibS8iaJKtJo45tgSzZ3Sicle7NqUNwYW98tWKzHibeFQwRItWaXWIjdWc3swRobE3vA/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
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