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品牌在这个时代更迭的过程中,需要找到自己的道,找到自己的主流人群及人心所向,这是非常重要的传播方式和手段。这是一个以主流用户的需求为中心的创新时代,也是一个以用户的心智争取成为中心的品牌时代。在第十六届中国广告与品牌大会上,分众传媒高级副总裁嵇海荣与L‘OREAL欧莱雅集团科颜氏Kiehl’s品牌总经理李琳展开了一场精彩的对话,探析时代更迭之下,广告如何行不变的“道”。(编者)嵇海荣:时代在变,唯道不变,这里的“道”是指什么?我想从《孙子兵法》去理解这句话,打仗和商业战是一回事。
In the process of changing the brand in this era, the brand needs to find its own way and find its own mainstream crowd and people’s hearts. This is a very important mode of communication and means. This is an era of innovation centered on the needs of mainstream users and a brand era centered on the user’s mind. At the 16th China Advertising & Brand Conference, Gao Hai-Rong, Senior Vice President of Focus Media, and Li Lin, the general manager of L’Oréal L’Oreal Group Kiehl’s Brand, launched a wonderful dialogue to explore how advertisements are going under the changing times “Road ”. (Editor) 嵇 Hai-rong: Time is changing, the only way unchanged, where “Road ” refers to what? I would like to know from the “Art of War” to understand these words, war and business are the same thing.