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从元旦三部影片命运 再谈白酒品牌缔造的“投机与取巧”

2021-01-04 08:06  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

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当我们将目光转向竞争高度饱和的白酒行业,在如今的品牌缔造与破局发展格局下,更具原创价值的品牌发展理念与落地举措,正愈发显露价值。特别随着行业所面对的受众人群的年轻化与多元化,以及技术革新引发的传播媒介与方式的通联化发展,消费者对于原创优质品牌缔造战术的敏感度大大提升。

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我们十分鼓励白酒企业的这些探索与挑战,正是这些点滴的创新与新理念的引入,改变着消费者对中国白酒传统且保守的认知,但当这些付出一旦步入同质化竞争与空洞的概念引入后,我们将面对的是枯燥与缺乏惊喜的数千亿规模市场

上周,当水井坊与国家宝藏联合呈现的一系列动作亮相时,很多身边的朋友开始谈论此次联合IP打造的精妙,水井坊顺势推出“600年,年轻的宝藏”这一品牌宣传话术,与热门话题与公众关注点绑定,深度传递品牌优势与特色。

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坚持一个文化价值点或品牌符号反复推进、持续输出,也是白酒企业让核心产品占据市场的必经之路。国窖1573将国宝窖池转化为百亿超级单品价值用了20年,剑南春树立次高端之王认知用了至少20年,洋河确立“绵柔”标准与认知用了超过17年......同时,茅台在新时期下果断地从茅台文化转向文化茅台,青花郎传递中国两大酱香产品理念的谋划刚刚进入状态,舍得酒业为塑造老酒引领者地位才出踏征程......

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    关键词:白酒板块 元旦 品牌塑造  来源:糖酒快讯  李森
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