广告的角色不是建立品牌,那是公关的角色和职能,切不可将它们混淆。当你设法用广告越过品牌打造的过程时,就会陷入麻烦品牌天生具有创造“新闻”的能力,这是一个新品牌的本质。但是,当一个品牌成长时,会发生什么情况呢?它会用完它的公关潜力。媒体曾一度钟爱星巴克,但关于这些品牌的报道,现在已经减少了很多。它们是昨 The role of advertising is not to establish a brand, that is the role of public relations and functions, must not be confused. When you try to use advertising to build a brand across the process, it will be in trouble Brand is born with the ability to create “news”, which is the essence of a new brand. But what happens when a brand grows? It will run out of its public relations potential. The media once loved Starbucks, but the coverage of these brands has now dropped a lot. They are yesterday