Effective Communications Begins with The Brand

N053_CNT_Effective Communications Begins With the BrandWe all remember great ads. But do we remember the company? This is the No. 1 aim for advertising, but, surprisingly, many marketers don’t achieve it. The reason is the brand is not front-and-center. Marketers must start with the brand in the earliest conception stage, and weave it throughout the storyline architecture at opportune points. There are several tried and true techniques to ensure success. This Point of View paper addresses those approaches— crucial to effective advertising.

有效的行銷溝通始於品牌整合

一個優秀的廣告我們都能記得住,但是我們能記住這個廣告的品牌嗎?品牌被記住是製作廣告的首要目標,但奇怪的是,許多行銷人員並沒有做到這一點。其原因是,他們沒有把品牌放在廣告的核心地位。製作廣告時,行銷人員必須在最早的構思階段就從品牌入手,並在適當的情節中將品牌貫穿於整個故事架構中。有些經過檢驗的方法,可以確保製作出有效的廣告。這篇觀點文章將對這些方法進行說明,它們對有效的廣告來說都是極為重要的。

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