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2008-11-15
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市场家们可以从奥巴马竞选中学到什么 之一
What Marketers Can Learn From Obama's Campaign 市场家们可以从奥巴马竞选中学到什么 Nov. 4, 2008, will go down in history as the biggest day ever in the history of marketing. 2008年11月4日，将作为市场营销历史上最伟大的一天载入史册。Take a relatively unknown man. Younger than all of his opponents. Black. With a bad-sounding name. Consider his first opponent: the best-known woman in America, connected to one of the most successful politicians in history. Then consider his second opponent: a well-known war hero with a long, distinguished record as a U.S. senator.相对来说他不算出名，比他的竞争对手都年轻，而且是一个黑人，还有一个不太光彩的名字。先来看看他的第一个竞争对手：全美最知名的女性，并与历史上最成功的政客之一紧密相联。接下来是他的第二个竞争对手：一个家喻户晓的战斗英雄，同时又是一位资深且备受尊重的参议员。It didn't matter. Barack Obama had a better marketing strategy than either of them. "Change." 但以上这些都不是问题，巴拉克·奥巴马有一个比任何一位竞争对手都要好的营销策略——“改变”。Nazi propaganda chief Joseph Goebbels was the master of the "big lie." According to Goebbels, "If you tell a lie big enough and keep repeating it, people will eventually come to believe it." 前纳粹德国宣传部长约瑟夫戈培尔是一个“大谎言”家，在戈培尔看来，“如果你讲了一个天大的谎话并不停的重复它，人们最终会相信它。”The opposite of that strategy is the "big truth." If you tell the truth often enough and keep repeating it, the truth gets bigger and bigger, creating an aura of legitimacy and authenticity. 那么上述“理论”的相对面就是“大真话”。如果你经常讲述这个真话并反复强调它，这个真话就变得越来越大，随之形成一个合法且权威的光环。Clinton's 'solutions' fizzle 克林顿夫人“解决方案”的失败What word did Hillary Clinton own? First she tried "experience." When she saw the progress Mr. Obama was making, she shifted to "Countdown to change." Then when the critics pointed out her me-too approach, she shifted to "Solutions for America." 希拉里克林顿的竞选口号是什么？首先，她尝试了“经验”。当看过奥巴马先生的竞选中所做的之后，她转变口号成为“改变倒计时”。而当评论家指出她的跟风趋势后，她又换成了“美国的解决方案”。What word is associated with Ms. Clinton today? I don't know, do you? 时至今日又有什么口号在支持着克林顿夫人呢？反正我是不知道，你呢？Then there's John McCain. An Oct. 26 cover story in The New York Times Magazine was titled "The Making (and Remaking and Remaking) of the Candidate." The visual listed some of the labels the candidate was associated with: "Conservative. Maverick. Hero. Straight talker. Commander. Bipartisan conciliator. Experienced leader. Patriot." Subhead: "When a Campaign Can't Settle on a Central Narrative, Does It Imperil Its Protagonist?" 之后是约翰麦凯恩。一份发表于10月26日纽约时报杂志的封面文章采用了这样的标题——“竞选是怎样制成的（翻制再翻制）”。随后列出一些醒目的支持标语“保守党派、有独立见解、英雄、直言家、指挥官、两党协调人、经验丰富的领导者、爱国者”。小标题为：“当一个竞选阵营不能拿出一个核心理念，那么这是否会危害它的主人公呢？”Actually, Mr. McCain did settle on a slogan, "Country first," but it was way too late in the campaign and it was a slogan that had little relevance to the average voter. 事实上，麦凯恩先生也提出过一个口号，“国家第一”，但是这太晚了并且这个口号也与普通选民的切身利益几乎没有任何关系。Tactically, both Ms. Clinton and Mr. McCain focused their messages on "I can do change better than my opponent can do change." 从战术上来看，克林顿夫人以及麦凯恩先生把他们所要表达的信息集中在了“我可以比我的竞争对手带来更好的改变”。"Better" never works in marketing. The only thing that works in marketing is "different." When you're different, you can pre-empt the concept in consumers' minds so your competitors can never take it away from you. “更好”在市场营销上来说从不起作用。在市场营销中唯一起作用的就是“不同”。如果你是不同的，你就能先发制人的在消费者思维中建立一个概念，这是你的竞争对手无论如何也无法与你匹敌的。The ultimate slogan 终极口号Look at what "driving" has done for BMW. Are there vehicles that are more fun to drive than BMWs? Probably, but it doesn't matter. BMW has pre-empted the "driving" position in the mind. 看看“驾驶”为宝马带来了什么。有没有任何一辆汽车能比宝马为驾驶者带来更多的乐趣？也许有，不过没关系。宝马已经抢先在消费者脑中植入“驾驶”的理念了。The sad fact is that there are only a few dozen brands that own a word in the mind and most of them don't even use their words as slogans. Mercedes-Benz owns "prestige," but doesn't use the word as a slogan. Toyota owns "reliability," but doesn't use the word as a slogan. Coca-Cola owns "the real thing," but doesn't use the words as a slogan. Pepsi-Cola owns "Pepsi generation," but doesn't use the words as a slogan. 可惜的是仅有少数的品牌拥有脍炙人口的口号而绝大多数品牌甚至不用口号。梅赛德斯奔驰拥有“威望”，但不用它作为口号；丰田拥有“可靠”，但不用它作为口号；可口可乐拥有“真实的东西”， 但不用它作为口号；百事可乐拥有“百事新一代”， 但不用它作为口号。As a matter of fact, most brands follow the Pepsi pattern. Every time they get a new CMO or a new advertising agency, they change the slogan. Since 1975, BMW has used one slogan: "The ultimate driving machine." Since 1975, Pepsi-Cola has used these advertising slogans:事实上。许多品牌和百事的模式一样。每当更换了一个新的首席营销官或者新的广告代理公司时，他们就会更换口号。而从1975年起，宝马就只用一个口号：“终极驾驶机器”。而从1975年起，百事可乐用过的广告口号如下：1975: "For those who think young."1978: "Have a Pepsi day."1980: "Catch that Pepsi spirit."1982: "Pepsi's got your taste for life."1983: "Pepsi now."1984: "The choice of a new generation."1989: "A generation ahead."1990: "Pepsi: The choice of a new generation."1992: "Gotta have it."1993: "Be young. Have fun. Drink Pepsi."1995: "Nothing else is a Pepsi."2002: "Generation next."2003: "Think young. Drink young."2004: "It's the cola."Thirty-three years ago when the "Ultimate driving machine" campaign started, BMW was the 11th-largest-selling European imported vehicle in the U.S. market. Today it's No. 1. 33年前，当“终极驾驶机器”口号启动推广时，宝马还是全美第11大欧洲进口车品牌。时至今日已问鼎第一。Thirty-three years ago, Pepsi-Cola was the No. 2-selling cola in the U.S. market. Today, many advertising slogans later, it's still No. 2. 33年前，百事可乐是全美排名第二的可乐销售商。如今，用过许许多多的广告口号后，依然是第二。The average Pepsi-Cola advertising slogan lasts just two years and two months. The average chief marketing officer lasts just two years and two months. The average corporate advertising campaign in BusinessWeek lasts just two years and six months. 百事的广告口号平均仅仅维持两年又两个月。首席营销官平均两年又两个月一换。在商业周刊上开展的企业广宣平均也仅维持两年半的时间。The Obama campaign has a lot to teach the advertising community. 奥巴马的竞选阵营有很多值得广告界学习和借鉴的地方。未完，待续....
 Yasin518 最后编辑于 2008-11-16 16:53:24
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