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PLTFRM Insights

阿迪达斯教如何建立品牌期望值 | Adidas Teaches How to Build Desirability

By | Branding, Marketing Strategy

在PLTFRM,我们将期望、可信度和共鸣视为品牌策略的三大支柱。一个成功的品牌,首先必须对消费者和潜在消费者具有足够的吸引力,让他们对品牌抱有相当的期待。而这种期望通常是由所谓的“错失恐惧症“所引发的。尤其是在“千禧一代”消费者中,这种“错失”的恐惧和焦虑尤为明显。当别人拥有的东西,“我”还没有,“我”便无法参与其中,“我”便成了局外人,失去了和他们经历同样一个事件的话语权。

At PLTFRM, we believe that Desirability, Credibility, and Resonance are the three pillars of an effective branding strategy. How can a brand be attractive to both potential partners and consumers, when millennials are becoming the new ‘driving force’ for businesses? Very often, desirability has a lot to do with the so called “Fear of Missing Out” (FOMO), the pervasive anxiety – quite popular among Millennials – of not being part of worthwhile experiences others are having.

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