谈「品效合一」：没有“品”，你只会得到一次性的“效”

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"为什么“品效”本就应该“合一”？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"——没有“品”，你只会得到一次性的“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（奥美咨询前董事总经理，23年奥美品牌管理经验）"}]},{"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":"近几年，“品效合一”这个词在营销圈里真的很火，铺天盖地的软文都是“如何实现品效合一””品效合一怎么玩“”品效合一的经典案例XXX“之类的内容，好像整个行业都在追求“品效合一”，觉得这个词语就是营销人非常难达到的一个神级境界。"}]},{"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":"作为曾经在奥美深耕品牌工作23年的我，其实一直对“品效合一”这个词深感困惑。"}]},{"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":"从什么时候开始，“品牌”与“效果”成了两个对立的概念？既然需要合一，表示它们是互相排斥、分裂的两极。品牌与效果这兄弟俩，本应是手牵手、肩并肩的生死之交，怎么就成了“既生瑜，何生亮”的哀怨组合？"}]},{"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":"造成这种分裂的一个重要源头，是一直以来广告操作层面对所谓“品牌广告”与“产品广告”的划分。"}]},{"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":"从很久以前开始，对品牌传播的规划，便出现了一种惯性与误区：认为所谓的“打品牌”，就是“打品牌广告”，因为品牌广告见效慢，而“打品牌广告”被认为是“打品牌” 的唯一途径，于是两者被画上了等号，投资品牌从此就背上了“见效慢”这个污名。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}