建立基于消費者的品牌個性-外文翻譯

1、0外文翻譯原文BuildingabrspersonalityfromthecustomerupMaterialSource:DirectMarketingAuth:LarsonDaveAbstractMarketersmustlearnclearlyundersttheconsumersfeelingshabitsmotivationsinsecuritiesprejudicesdesires.Theymustundersthowthe

2、ircompanysbrfitsintoaconsumerslifehowtheymightrespondtodifferentbringmessages.Keywds:brspersonalityCustomerMarketingWhentheancientmarinerssailedthehighseastheyfoundtheirlocationbyusingatechniquecalledtriangulation.Triang

3、ulationallowedthemtofindtheirspotinthedleofavastoceanbyknowingtheirlocationrelativetotwoknownreferencepoints.Thetwoknownpointsweretypicallycelestialbodiesinthenightsky.Developingastrongbrpersonalitywksmuchthesameway.Youn

4、eedtoknowtwoknownpointsofreferencebefeyoucandevelopyourcreativesolution.Thefirstknownpointofreferenceyouneedisacrystalclearpictureofyourbusinessgoalsobjectives.Onlybyclearlyunderstingthecompanysoverallstrategicplancanthe

5、developmentofastrongbrpersonalitybegin.Thesecondreferencepointthatneedstobeestablishedistheopinionswantsneedsofyourcustomer.Youmustlearnclearlyundersttheconsumersfeelingshabitsmotivationsinsecuritiesprejudicesdesires.You

6、mustundersthowyourcompanysbrfitsintotheirlifehowtheymightrespondtodifferentbringmessages.AsapointofclarificationwedefineBrPersonalityastheimmediateemotional“takeway“responsethatpeoplehavetoabr.Whentheyhearabrnameseesmell

7、tastetouchtheproductitsthatfirstinvoluntarythoughtthatcomestotheirmind.Naturallyasadvertisersbringspecialistsourmissionistoensurethatacompanystaglineallofitsadvertising2secondarytothosearoundthecurrentpriceoftheirstockhi

8、ttingshttermfinancialtargetssuddenlytheconversationsturntohowtheiradvertisingcanzeroinonthetargetcustomerwhoisinasenserightthereintheroomwithus.Undertheradarcustomerinterviewscanbeveryeffectiveinnewbusinesspresentations.

9、also.Thegoalistoalwaysmaximizecustomersatisfactionresultinginanincreaseinsales.Soundsprettyeasybasicdoesntit.Itsamazinghowmanycompaniesoverlookthisverysimplestepindevelopingtheirbrspersonality.Infactwithinthelasttwomonth

10、sIwasintheboardroomofa$1billioncompany.WhenIfinishedpresentingthefieldfootageIhadshotoftheircustomersusingtheirproductthepresidentsfirstwdswere“Whatanovelideaitwastogoouttalktoourcustomerswithavideocamera.“Iwasfloed.This

11、leadstothenextpoint.Webelievethereisadistinctaddedbenefitofhavingusconducttheinterviewsratherthansomeonefromourclientscompany.Weareperceivedasanobjectivethirdpartythepeoplewetalktoopenupmuchmethanifwewerefromthecompanyth

12、atwasthesubjectofthediscussion.Peoplebecomemuchmeguardedintheircommentsiftheybelievethepersontalkingtothemmaybe“hurt“bysomethingtheysay.Werenottheonlyonesthatsubscribetothisphilosophy.InhisbookTheArtofInnovationTomKelley

13、generalmanagerofthehighlysuccessfuldesignfirmIDEOobserves“Werenotbigfansoffocusgroups...wegotothesource.Notthe“experts“insideacompanybuttheactualpeoplewhousetheproductsomethingsimilartowhatwerehopingtocreate...Wearentint

14、erestedinhundredsofcarefullyqualifiedusersfillingoutdetailedfms...Insteadwetrackdownseveralinterestingpeopletoobservetalkto...findingtherightpeopletointerviewhelps.Peoplewhofollowdirectionsperfectlycantimagineadifferentc

15、ourseofactionarentmuchhelp.Youlearnmefromthewomanwhotakesashtcutwhofcestheproducttodosomethingthemanualsaysitcant.Whoimagineswhatitmightdoifonly...Youlearnfrompeoplewhobreaktherules.“JonSteelaleadingauthityonAccountPlann

16、ingwritesinhisbookTruthLiesAdvertising“Myaimwherevertimemoneyclientsallowistocreateanenvironmentfrespondentsthatreplicatesascloselyaspossibletheplacemoodthattheywillbeinwhentheyhavecontactwithabrpieceofadvertisingsothatt