談「品效合一」：沒有“品”，你只會得到一次性的“效”

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"爲什麼“品效”本就應該“合一”？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"——沒有“品”，你只會得到一次性的“效”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"文| 王直上（奧美諮詢前董事總經理，23年奧美品牌管理經驗）"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"近幾年，“品效合一”這個詞在營銷圈裏真的很火，鋪天蓋地的軟文都是“如何實現品效合一””品效合一怎麼玩“”品效合一的經典案例XXX“之類的內容，好像整個行業都在追求“品效合一”，覺得這個詞語就是營銷人非常難達到的一個神級境界。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"作爲曾經在奧美深耕品牌工作23年的我，其實一直對“品效合一”這個詞深感困惑。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"從什麼時候開始，“品牌”與“效果”成了兩個對立的概念？既然需要合一，表示它們是互相排斥、分裂的兩極。品牌與效果這兄弟倆，本應是手牽手、肩並肩的生死之交，怎麼就成了“既生瑜，何生亮”的哀怨組合？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"造成這種分裂的一個重要源頭，是一直以來廣告操作層面對所謂“品牌廣告”與“產品廣告”的劃分。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"從很久以前開始，對品牌傳播的規劃，便出現了一種慣性與誤區：認爲所謂的“打品牌”，就是“打品牌廣告”，因爲品牌廣告見效慢，而“打品牌廣告”被認爲是“打品牌” 的唯一途徑，於是兩者被畫上了等號，投資品牌從此就背上了“見效慢”這個污名。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}