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。 益普索洞察：人們記得的不是廣告，而是故事。若將品牌作為故事的關鍵點，融入廣告當中，就能確保廣告中的任何資訊，都能被聯想到該品牌。 We 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. Key insight: People don’t remember ads; they remember stories. By integrating the brand into the ad as a key point of the story, marketers ensure any memories and messages will be credited to only their brand.

Oscar Wilde有一句名言「世界上只有一件比被人談論更糟糕的事，那就是沒人談論你。」對廣告來說，也是如此。
口耳相傳能造就品牌，引起注意也一直是廣告的根本；尤其是在現今多媒體世界中，有著比以往任何時候都還要多的管道和廣告，為了吸引消費者超載的注意力而競爭。然而，除了引起注意，也必須將品牌傳達出來。「那是很厲害的廣告，但是那家公司叫什麼來著？」這並不是企業付錢所想要得到的回應。如果不能讓品牌得到注意，那麼你的廣告充其量只是免費娛樂觀眾而已。更糟糕的是，競爭對手還有可能將你的廣告中難忘的、搞笑的、令人不安的、感人的訊息都占為己有。
“There is only one thing in the world worse than being talked about, and that is not being talked about,” Oscar Wilde famously once said. It’s the same in advertising. 
Buzz builds brands and getting noticed has always been fundamental to advertising; especially in today’s multi-media world with more channels and ads than ever before competing for consumers’ increasingly overloaded attention. Just as important, however, is communicating what the brand is: “Clever ad, but what was that company again?” That’s not the response businesses are paying for. Without getting your brand noticed at best your advertising is entertaining audiences for free. At worst, it’s helping a competitor to step in and take credit for your memorable/funny/disturbing/ moving message.
 

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