Deliver the brand promise from the inside out（提供的品牌承诺）.doc

1Deliver the brand promise from the inside outNow, if the business community in China, a sample survey in the end what is the brand, it is estimated will not someone think that is a brand name, brand is the Logo, is the company’s image or brand packaging made through Apple’s recent commercial for a miracle observation and argue that most entrepreneurs have a brand awareness to enhance the quality, not simply that the brand is well-known large companies, the brand is the company’s visual identity system, or the brand advertising and marketing is quite a few entrepreneurs even aware of the brand as a core management tool, along with business strategy to play a role, together as the twin-engine long-term growth, therefore, brand strategy planning and implementation of many companies has been included in the annual priority programs, but Even business executives already have this awareness, and put in a lot of manpower, material resources planning for brand positioning, and why consumers are not moved by it? consumer side of the 2story: In addition to a few to see more times new brand advertising, and brand for the new Logo and Tagline to become familiar with the brand, the usual. consumers to outlets still have to line up, is still inefficient phone service, consumer brand awareness is still not satisfactory ... ... So, all efforts for the brand promotion back to the origin. In fact, a whole new perspective to understand the brand, it will become clear: the brand is a promise and a commitment to practice cycle, and only through the products, services, personnel, environment and other aspects of the brand experience, will spread the commitment to fulfill the promise of the brand, is really in the “to do the brand”, rather than just, “said the brand” is it possible to win the consumer’s love and respect, if only to paint a compelling blueprint for the final but not in the actual business operations to create a real world, eventually bringing the brand to the enterprise is likely to irreversible disaster. In 2000, BP opened a new Logo and Tagline. When BP decided to take a green sunflowers, and silhouetted against the golden sun rays each graphic as Logo, stressing that “not only contribute to oil”, the earth, the promise of 3friendship and commitment to the environment , shows a human blueprint for sustainable development of green energy. In fact, BP in the next few years to carry out a series of massive communication campaign, which is quite successful: “Natural gas back to the color of the sky”, “We have 2.97 t, you have many tons of carbon emissions? “black and white with a yellow label, clear concise, straightforward communication style, so that the public still remember this house B2B companies, however, the 2010 Gulf oil spill so painstakingly built over the years the brand image of the BP destroyed. TV screen, online video full of disturbing picture: the continuous spread of oil slicks, dying to oil contaminated birds, the locals will not help staring at the sea, fishermen angry face, every time too CEO optimism and the “top hat”, “drowned method” blocking oil spill action fails, seabed oil still kept spewing out, maybe some people would say, come across such an incident is a small probability event, but when BP He’s former CEO Howard in an interview, acknowledged that the company did not prevent the oil spill-related technologies, and afterwards came to realize that such emergency should be better prepared. 4communicate with his men, He actually said Howard: “What have we What to do, to have been such a punishment? “sounds more like BP and the victims of the accident victims, which we can imagine, this disaster, may be only a matter of time, although BP claims to the Earth green energy and make more contributions, but in the hearts of its core leaders, in their actual strategic business development, in their specific processes, it actually did not like his brand’s commitment, the real environment, Ecology and exploitation of the overall effectiveness of the local community into account, practical difference between brand promise and brand thousands of miles away. No wonder, well-known in the United States Logo Design Web site, there are more black theme BP Logo, and jokingly said BP as “Broken Promise” (do not keep their promises), “Bay Polluters” (Gulf polluter [see below], the public can imagine BP’s disappointment and anger. True brand creation process, the completion of a written verification of brand positioning, business leaders asked to use a more comprehensive perspective to understand the brand, the brand beyond the traditional marketing function, instead 5making the whole organization to win the heart of program More importantly, at the beginning of external marketing communications promise, it will have the entire organization, processes, products (or services can be made under the new brand promise of change and collaboration, in order for consumers outside the bran。