日前,笔者接受一个国际品牌研究公司的访问,谈及品牌-消费者协同创意在数字时代品牌建构过程中的可能性和重要性时,对方不胜感慨,认为我对未来的品牌建构抱有太过理想化的倾向,而且力主协同创意在品牌建构中的重要显然有些激进。消费者并不像我们所期待的那样愿意参与品牌创意,成功的案例也屈指可数。这样的事实笔者自然是同意的,但问题究竟在何处?个人认为,品牌建构的目标是不变的,品牌的核心价值也需要长期积累,但 Recently, when I interviewed an international brand research company and talked about the possibility and importance of brand-consumer synergy in the process of brand building in the digital age, I was overwhelmed by my thoughts that I had too much to do with the brand building in the future Idealistic tendencies, and the main co-branding in the brand building is obviously some important radical. Consumers are not as willing to participate in brand ideas as we expected, and there are only a handful of successful cases. The fact that I naturally agree, but the question is where? Personally think that the goal of brand building is the same, the brand’s core values ​​also need to accumulate long-term, but the long-