以優秀的品牌力量來超越廣告行銷

數位化應用正在侵蝕很多的商場。此時，品牌的作用比起以往更佳重要與更有價值，而非減少了。品牌可以透過數位傳播的力量提供更多的資訊，也滿足消費者的情感需求。當消費者承受過多的商品信息時，他對品牌的依賴度就更高了。

在此同時，以傳統的廣告、企業識別系統、公關等手法來建立品牌的作用正在降低。

那麼，企業應該如何強化其品牌影響力呢？看看Apple，自從他們推出“Think Different”的廣告計劃，他們就削減了在形象影像的廣告內容，在這方面的預算很少，相對的，他們提供設計良好、客戶體驗強的商品，來強化客戶對Apple的品牌印象。

企業應該透過行動與產品來告訴消費者一些有意義的故事，而非以廣告中的文字來發展品牌。企業的商品與服務應該能夠讓消費者直接體驗到品牌的意義，而非需要另外一層的廣告。

更專注在你的品牌核心，讓它成為消費者價值鏈的關鍵。

Beyond Advertising Marketing with Excellent Brand Power

Digital applications are eroding many shopping malls. At this point, the role of the brand is more important and valuable than before, not less. Brands can provide more information through the power of digital communication, and also meet the emotional needs of consumers. When consumers bear too much commodity information, they rely more on brands.

At the same time, the traditional advertising, corporate identity system, public relations and other means to establish the role of brand is declining.

So, how should enterprises strengthen their brand influence? Look at Apple. Since they launched the "Think Different" advertising program, they have cut back on image advertising. They have a small budget in this area. In contrast, they provide well-designed products with strong customer experience to enhance customers 'brand impression.

Enterprises should tell consumers some meaningful stories through actions and products, rather than developing brands through the words in advertisements. Business goods and services should enable consumers to directly experience the meaning of the brand, rather than requiring another layer of advertising.

Focus more on the core of your brand and make it the key to the consumer value chain.