作为广告人,我们每天都在和“卖点”打交道,很多时候,面对的是同质化严重的产品。有经验的广告人是善于在同质化里找出差异的,但面对铺天盖地的“概念”战,人们也开始扪心自问,广告人是否只是在广告传播这一环节发挥作用,在某种意义上做着亡羊补牢的工作?我们是否可以在企业产品研发的时候就开始介入,并最终帮助企业生产出有卖点、符合市场需求并具有强大竞争力的产品,让企业的研发、生产、营销、传播等环节形成一个高度整合的有机体?这是个对广告人很有挑战性的想法。挑战迫使我们用更系统、更全面的 As an advertiser, we deal with “selling points” every day, and in many cases, we are faced with products of serious homogeneity. Experienced advertisers are good at identifying differences in homogenization, but in the face of the overwhelming “concept” battle, people also began to ask ourselves whether the advertisers only play an active role in this aspect of advertising, in a sense Do the work to remedy the situation? Whether we can start when the company’s product development intervention, and ultimately help companies produce a selling point, in line with market demand and have a strong competitive products, so that enterprise research and development, production, marketing, communications, etc. Link to form a highly integrated organism? This is a very challenging idea for the advertiser. The challenge forces us to use a more systematic and comprehensive approach