2020品牌战疫报告
下面是小编为大家整理的2020品牌战疫报告,供大家参考。
前言
PREFACE
这场疫情既是灾难,更是一面照妖镜。
就像大浪淘沙,为形形色色的品牌洗尽铅华,最后剩下的,都是过硬的好品牌。
非常战役时期,企业拼的是品牌力,品牌力就是战斗力。
2020,品牌如何战“疫”?
The Coronavirus
is
a
st ress test for brands. At the testy times, onl y the fittest survive.
It’s the strength and the power of the brand that can stand the
test of time. So
how
to create
brand
power
to fig ht the
battle
in
2020?
2
3
Publicis Groupe - 2020 品牌战“疫” | HOW TO BUILD BRAND IN 2020
第一部分
Part
One
首先, 2020五大改变关键字 FIRST OF ALL,
THE KEY WORDS OF CHANGE IN 2020
关键词
#
1 Key
word
行为全面线上化 云过节:云拜年、“疫”地恋 云娱乐:云蹦迪、云展览、云综艺、云监工云消费:全民直播、黑马O2O、云卖房 云授课:在线教育、老师变主播、停课不停学云办公:云商务、在家办公、无接触面试 云发布:品牌线上发布会、外交部微信群新闻发布会
Cloud festival:
cloud
CN Y, cloud
dat ing
Cloud entertainment:
Cloud
di sco, cloud
exhibition, cloud
reali ty show
CLOUD
Everything online
Cloud consumption: str eaming , “dark horse”o2o, cloud property viewing
Cloud education: zoom t utorial, T eachers
becoming
str eamer
Cloud office:
cloud
business, WFH, “no contact” interview
Cloud press:
cloud
launch , W eChat
press
conference
4
云
关键词
#
2 Key
word
花式宅家抗疫 吃货挑战赛:手工凉皮、电饭煲蛋糕、手工珍珠奶茶 在家一日游:不总在卧室待着,去客厅厨房走走宅家健身:在线健身课、健身APP 陪伴小确幸:好好陪父母、辅导小孩在家办公行为大赏:睡衣视频会议 刷剧打游戏:王者荣耀系统崩溃、短视频霸屏
Footie cha lleng es:
Hand-made
jelly
pearl
tea, microwaved
cake
Home
tour guide, crafted
art
from
boredom Home
fit ness
tut orial
&
app
Anti-virus
fancy home
stay
Small
happiness
of Home
bonding Pajama
video
conferenc ing Sho rt
video craze,
onli ne
gaming &
online gaming jam
5
HOME STAY
宅
关键词
#
3 Key
word
全民微博治国:督查红十字会、哀鸣李文亮、物资援助… 疫情实时追踪:实时统计数据、疫情小区/交通查询武汉封城日记:通过Vlog让更多人了解真实武汉
追求真相实事求是 不信谣不传谣:微信较真、微信辟谣助手公众号风行不煽情不造作:不过度消费同理心,不要煽情老年人捐款
TRUTH
Seeking
tr uth Keep
real
W ei bo country
management: Red
cross scrut in y, remorse
for Mrs. Li,
W uhan
fr ont
line
suppor t Real
ti me
breakout monitoring: Stats update, residential
complex
control, transportat ion
Wuhan q uarantine
diary
via
grassr oot Vlog Curbs
on rumor:
W eChat
r umor
reputing
subscription
accoun t Anti”over-sentimental”, “over-advertised” over-consumption of empathy
6
真
关键词
#
4 Key
word
回归理性思考 专业人士成新网红:钟南山、张文宏等成为疫情主心骨 Get科普知识点:丁香医生、回形针等科普不断刷屏全民社会责任感:#你的职业能为抗疫做什么#刚需买买买:消费欲望压缩,购买必需品为主 储蓄观念觉醒:很多年轻人决定开始存钱买房 重启自我:我爱的,我想的,我要做的
Professionals
KOL: Dr . Zhong
Nan
Shan,
Dr . Zh ang
W en
Hong
Science
education:
Dr . Ding
Xiang
Ap p, Paperclip
V irus
education
RATIONAL Return to rational thinking
National hot topic:
“what can your profession do for anti-virus” Rational consumption:
only what’s needed and valuable Ne w mindset
of sav ing f or
the
rainy
days among the youth
Rethinking: wh at I love, what I wa nt, what
I value
7
理
关键词
#
5 Key
word
预防好过治疗:口罩、消毒液等断货,无接触机器 健康生活方式:方舱广场舞、健康餐、宅家运动 疫情心理疏导:疫情心理情绪测试、心理干预
健康前所未有被重视 正能量加持:珍惜当下、享受小确幸、乐观面对疫情 关注自然:了解自然环保,拒绝野味
HEA L TH
Healt h is
the most
important
Prevention over
cure:
masks, ster ilizer , non-contact vending
m achine
Healthy
living: home
f itness, heal thy meal,
cloud
dancing
Counse ling hotli ne,
psychology test Positive
energy
&
mindset:
live
in
the moment, optimism, small
pleasure
Respect of nature: environmental
protect io n, wild
animal
protect ion
8
康
9
Publicis Groupe - 2020 品牌战“疫” | HOW TO BUILD BRAND IN 2020
第二部分
Part
Two
品牌如何回应 以赢得这场战“疫”? HOW TO BUILD BRAND
IN THE
CRISIS?
启示
#
1 Implication
抗疫的胜利,是价值观的胜利,不是盈利手段的胜利 生存的能力首先来自生存的价值. 品牌非常时期的灵魂拷问:自问超越盈利之上,品牌更深层的意义。
我们为何在这里,我们有何不同,我们可以创造有意义和有价值的是什么?非常时期,消费者买单的是于己于社会有意义有价值的东西。
THE VICTOR Y OF THE BA TTLE IS THE VI CT O R Y OF CONVICTION
The greater
t he
challenge , the more
the brand s need
to prove
its value
of existence. The time of crisis is the time of soul searching, Why are we here? What’s our purpose? What difference can we make? 2020, consumers will only pay for what’s meaningful and valuable. 10
案例
Cases
阿里巴巴以社会担当践行“能力越大,责任越大”
Alibaba
truly
li ves
its
con victi on with action: with bigger
pow er , comes
with greater
responsibility
马云:“不要把这当成是一次机会,而是仔细想想,自己能为社会做点什么。”
M a
Yun:
Th is
is
not
an
oppo rt unity.
Th is
is
t h e
t ime
to
thi nk
w h at
we
can
d o
for
the
so ciety.
集团设立10亿元医疗物资供给专项基金
1
Bil lion
fund
donat io n
for
me dical
supp ly
i n
Wuhan
百度发挥大数据真正的价值:不以盈利为目标,
为“抗击肺炎”提供大数据服务及国民真实所需的答案
Ba idu puts t he
pow er
of big data
back
to it s
purpo se
DO
N O EVIL but serving
people with data-powered
tr uth and answer
百度地图上线“实时疫情地图” 方便公众随时了解疫情人口流量密度,避开人流密集场所和交通 B aidu
map launching “real time an ti-virus navigation” showing m ap s o f infe cte d
case s & area s, low
traff ic/den sity rou tes “在线问医生”免费服务通道百度App搜索“问医生” 可以获得专业医生的免费咨询 P roviding
f ree
“online doctor consultation” services to question s rela te d
to pneumonia
加油短片《别怕,总有人在给出答案》视频中一条条与疫情、与武汉相关的搜索请求及相关答案,提供正能量 Launching
sho rt v ideo
“no worry, there is always someone trying to find a answer to every question” related to the situation 百度x果壳“拒绝野味”搜索 百度搜索野生动物词语时,会呈现科普知识彩蛋和“拒绝野味”提示 B aidu
+ Gu okr providing
scien tif ic education and reminder of “say no to wild animal abuse” to every search rela te d
to wild
animal s
11
淘宝上线“吃货助农” 解决疫情期农货滞销难题 Tao Bao sets up “special aid” platforms for farmers to clear their stocks 支付宝上线48项抗疫服务如口罩申领,送菜上门等 Alipay launching 48 anti- virus services from mask reserves to grocery delivery 钉钉为让全国1000万家企业免费使用线上办公 Ding Ding provides free online office service to 10M enterprises 盒马承包武汉动物园全体动物伙食 Freshhippo takes on providing food for all animals in Wuhan Zoo
启示
#
2 Implication
切实满足需求在先,公益煽情在后 非常时期,品牌最大的价值和最好的营销, 就是以行动以服务紧贴需求/解决问题。
微博热搜话题:
#你的职业能为抗疫做什么#
宅家无聊怎么办/缺乏自律体重飙升怎么办/娃延迟开学这么办
/生活不便怎么办/云办公效率打折这么办…
在公益广告煽情泛滥的疫情营销中,真挚务实是2020的一股清流。
MEETING NEEDS COMES FIRST, SOCIAL RAL LY CR Y COMES SECOND
In the
time of challenge , the best branding
is
to solve
problems and address real
need s. Eve ryt hing
else
comes
t he
2 nd
W eibo
popular
hash-tag: #What
can
your
profession
do
for epidemic recovery# How
to
kill
boredom
at
home
/ how
to
keep
fit/
How
to
deal
with
the delay of school / How to handle inefficiency of cloud working… Being practical and genuine is a breath of fresh air… In the
craze
of CSR
mar keting
in
2020
12
案例 Cases
Nike
– 趁现在,蓄力吧
Now
i s
be st ti me
to
res tore
没有高调抗疫,助力宅家蓄力就是消费者的反守为攻也是品牌的反守为攻
Sometimes,
the
best offence
i s
strong
defense,
no high-profi le
social
ra ll y
cry Onl y
do w hat
y ou are
best
at
通过在微信小程序和APP上线网上运动课程,让宅家变成新运动场,有价值,有意义,有商业实效 O nly
tu rning
h ome
stay
into
self - defe nse
fitness,
valuabl e,
m eaningfu l…
to
brand
and the
busi ness
by
launchi ng
online
exer cises
on
WeCh at
minip rogr am ,
Nike
App, Douying
https://socialbeta.com/t/jiafangyifang-news-20200219 13
启示
#
3 Implication
凡事尽善至善,不为速度而牺牲质量 非常时期对品牌的最大考验:最快的反应,最快的速度,最完善的交付。
这也是考验企业与品牌的管理运营机制的完善与应对能力的时候,越是非常时期,消费者对细节的完善,品质的把控越是苛刻。
任何细节上的疏漏都有可能对品牌的声誉造成无可挽回的影响。世事无常,没有完美,唯有尽善,把最擅长的做到最好。
万不得已,宁缺毋滥,宁可牺牲速度,但不可牺牲质量。
DOING
EVE RYTHING BEST, WITHOUT SACRIFICING QUALITY FOR SPEED
The bigge st challenge
of the brand
in
cr isi s: short time, qui ck r espon se, quali ty delivery . Thi s is
t he
testy time for the quali ty of the management
and
operational excellence . The m ore
severe
t he
situation , the more
demanding consumers are on quality and safety. Any negligence in details can cause
irreparable
negative
impact
on
the brand.
There
is
no
perfect world,
but there
i s alwa ys the heart to do
t he
perfect thing.
If speed
has
be
scarified
for quali ty. The n
so
be
it. 14
案例 Cases
麦当劳“360度防护,全程放心送”,
通过质量和速度的严格把控,强化品牌的信任度
McDonalds: “360 protection, worry free McDelivery ” The icon of trust strengthened by the excellent
deli very
of excellent
qualit y
with unrivalled
speed
工作人员戴口罩、量体温、全身消毒、麦乐送放心卡(记录所有经手员工信息)、无接触配送
All
staffs
wear
masks,
take
body
temperature,
disinfect
whole
body,
no
worry
card
(record
information
of
all
related
employees),
no
contact
delivery
海底捞员工疫情生活指南,真诚式企业自救,强化品牌信任及信心
Ha i Di
La o HOT POT: SUR VIV AL
GUI DE
FOR STAFF Sincere
self-care,
self-discipline strengthening trust
&
confiden ce
疫情关店期间,捐赠16吨蔬果给一线的广大医护人员
Donating 16tons of vegetables to medical front line staff CEO疫情期录视频安抚关心员工通...
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