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function (res) { } }); }); } });</script><div class="sjsearch"> <div class="mainbox"> <div class="qydtjs"> <form name="search" id="search" method="get" action="qydt.html"> <label>企业信息检索：</label> <select id="sjztjs" name="sjztjs"><option value="公司简称">公司</option><option value="产品名称">产品</option></select><input type="text" name="keyword" id="keyword" placeholder="请输入搜索内容" value=""><button type="submit"><span></span></button> </form> </div> </div></div><h6 class="cl" style="height:40px;"></h6><div class="mainbox"> <div class="nyleft"> <div class="nycontent"> <div class="nycontent_title"> <h3>为什么销售广告词的单刀直入拼不过品牌文案的润物细无声？</h3> <p>更新时间：2021-05-07 点击次数：1158次 来源：木兰有道</p> </div> <div class="nycontent_text"> <p></p><p class="p"><span><font face="Arial">       如果用一组比喻来对比二者，品牌文案好像一个运球过程；而销售广告是投球的行动；没有运球做铺垫，也就无法达成投球得分的行动结果。</font></span><span><p></p></span></p><p class="p"><span><font face="Arial">       企业想要在用户采购这件事上</font>“投球得分”，就非常必要在品牌文案上多用功夫：</span><span><p></p></span></p><p class="p" style="text-align: center;"><span><img src="https://web.archive.org/web/20220707163223im_/https://www.xxqyq.com/uploads/20210507/53c95232cdfaa180bb15edd7044e555e.png" alt="undefined"><br></span></p><p class="p" align="center" style="text-align: center;"><span>△</span><span><font face="Arial">品牌文案，让品牌如同全息投影一样呈现</font></span><span><p></p></span></p><p class="p"><span><font face="Arial"><b>       品牌文案比销售广告的视角更宏观</b></font></span><span><p></p></span></p><p class="p"><font face="Arial">       品牌文案</font>，<font face="Arial">可以站在更宏观的视角，表达品牌的多个侧面</font>——品牌的定位、品牌的故事、企业的介绍、企业的实力、团队形象、售后服务体系、案例口碑等等，多角度呈现品牌价值。<p></p></p><p class="p"><font face="Arial">       而销售广告词</font>，<font face="Arial">一般是站在价格的单点上进行传输促销信息，无法展示品牌的全貌。</font><p></p></p><p class="p"><span><font face="Arial">       木兰有道建议，企业在品牌文案上多角度思考，不做单点营销，把视野放大到整个品牌，把品牌的价值文化、精神理念润物细无声地传递出去，使消费者认知认同品牌、并对品牌产生依赖。那么，在这样的潜移默化的助推下，一次促销活动，自然能带来很好的成效。</font></span><span><p></p></span></p><p class="p" style="text-align: center;"><span><font face="Arial"><img src="https://web.archive.org/web/20220707163223im_/https://www.xxqyq.com/uploads/20210507/3fb45dad0b21835f7d1e51455050494e.png" alt="undefined"><br></font></span></p><p class="MsoNormal" style="text-align: center;"><span>△ 销售广告：单点营销，无法展示品牌全貌</span></p><p class="p"><span><font face="Arial"><b>       通过文案来拉升企业高度，品牌文案当仁不让</b></font></span><span><p></p></span></p><p class="p"><span><font face="Arial">       通过品牌文案，企业可以站在行业的高度来带动品牌影响力，而不只通过销售的手段来运作品牌。</font></span><span><p></p></span></p><p class="p"><span><font face="Arial">       木兰有道始终认为，企业在塑造自己品牌的过程中，特别是一些有行业经验和沉淀的企业，一定要站在行业的高度上，例如利用好行业峰会、社会公益等新闻事件，通过文案来展现企业的高度，这也是品牌塑造过程中能够为企业加分的重要一笔。</font></span><span><p></p></span></p><p class="p" style="text-align: center;"><span><font face="Arial"><img src="https://web.archive.org/web/20220707163223im_/https://www.xxqyq.com/uploads/20210507/6377052fe928ac847b8119e3deda3020.png" alt="undefined"><br></font></span></p><p class="MsoNormal" style="text-align: center;"><span>△ 品牌文案可以站在行业高度为品牌加分</span></p><p class="p"><span><font face="Arial"><b>       用文案塑造品牌人格与用户产生互动，这正是用户想看到的</b></font></span><span><p></p></span></p><p class="p"><span><font face="Arial">       品牌文案，还有一个特别强大的作用，就是能够塑造品牌的人格属性。要塑造品牌的人格属性，势必需要把品牌</font>“拟人化”，品牌文案往往以客户情感需求价值点为突破口，从多个角度，与消费者互动交谈，有的化身为企业员工来讲述企业的团队文化、生产过程，有的化身为客户来谈谈合作感受，有的则化身为第三方媒体人，从客观的角度聊聊企业发生的大事件…… 通过不同侧面和身份，让品牌通过文案发声及于用户互动，这也正是用户想看到的。</span><span><p></p></span></p><p class="p" style="text-align: center;"><span><img src="https://web.archive.org/web/20220707163223im_/https://www.xxqyq.com/uploads/20210507/2f7db030e7278b81c441ec2a3cf69c4e.png" alt="undefined"><br></span></p><p class="p" align="center" style="text-align: center;"><span>△ 品牌文案可以塑造品牌人格与用户互动</span><span><p></p></span></p><p class="p"><span><font face="Arial"><b>       品牌文案是内容标准，应用时只做场景切换即可</b></font></span><span><p></p></span></p><p class="p"><span><font face="Arial">       企业往往没有意识到，自己的宣传物料在内容上缺乏相关度和统一性</font> —— 要用画册的时候，去印一本画册；要用PPT的时候，做一个PPT，要用网站的时候，</span><span><font face="Arial">做一个网站；要做展会的时候，再去做一个展板设计；需要一个墙面设计的时候，去做一个墙面</font>…… 却忽略说不同使用场景下规范内容的缺失。</span><span><p></p></span></p><p class="p"><span><font face="Arial">       品牌文案，正式建立一个</font>“系统标准”，把企业宣传可能涉及到的内容提前预设好，如何使用只是场景切换的问题了。</span><span><p></p></span></p><p class="p" style="text-align: center;"><span><img src="https://web.archive.org/web/20220707163223im_/https://www.xxqyq.com/uploads/20210507/c0d48a34a5ae5ed05061adb535901765.png" alt="undefined"><br></span></p><p class="MsoNormal" style="text-align: center;"><span>△品牌文案是内容标准 应用时就切换场景</span></p><p class="p"><span><font face="Arial">       木兰有道知道，生产制造型企业其实在内容表达上都有着强烈的需要，所以作为企业，更要深度挖掘自身的品牌优势，通过品牌文案系统地塑造企业品牌价值，赋予品牌人格属性、建立品牌内容标准，为品牌及企业带来更好的溢价能力和消费者忠诚度。</font></span><span><p></p></span><span>木兰有道知道，生产制造型企业其实在内容表达上都有着强烈的需要，所以作为企业，更要深度挖掘自身的品牌优势，通过品牌文案系统地塑造企业品牌价值，赋予品牌人格属性、建立品牌内容标准，为品牌及企业带来更好的溢价能力和消费者忠诚度。</span></p><p class="p"><span><p></p></span></p> </div> </div> <h6 class="cl" 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