从GUCCI豪掷一亿捐赠巴黎圣母院复建,看品牌公益公关

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导语:曾今,人们在巴黎圣母院中祈祷,现在,轮到人们为巴黎圣母院祈祷了。

从GUCCI豪掷一亿捐赠巴黎圣母院复建,看品牌公益公关


巴黎时间2019年4月15日下午6:30,一场大火席卷了巴黎圣母院,浓烟滚滚笼罩着整个巴黎。成千上万的法国群众守候着巴黎圣母院流泪,世界各地无数网民守在电脑前为巴黎圣母院祈祷。

当灾难发生时,没有人是一座孤岛。巴黎圣母院的火灾不仅仅是法国人民是灾难,更是人类文明之殇。

为了重建巴黎圣母院,法国总统马克龙在推特上表示将启动国际募捐活动,号召世界各地的群众为巴黎圣母院的复建捐款。拥有Gucci、YSL等诸多国际一线奢侈品品牌的开云集团率先表示,要为巴黎圣母院的复建捐款一亿欧元。这一消息像一枚深水鱼雷迅速让舆论炸开了锅。

老皮特向来是著名的慈善家和收藏家,出于对文明毁坏的痛惜出手阔绰也是情有可原。但这时,法国另一奢侈品巨头LVMH也不甘落后,向公众表明愿出资两亿欧元修复巴黎圣母院。

“圣母院因其代表的遗产和其背后的法国团结精神,已经是法国的代表。”LVMH集团的CEO如是说。

两大奢侈品巨头纷纷为巴黎圣母院的修复而豪掷千金,这到底是因文明的损毁而痛惜不已,还是,想要借机蹭一波“热点”,凭借这股风向异军突起,做一次免费的广告?

笔者认为,两个原因皆有之,哪怕从品牌形象构建的角度GUCCI这一亿花的也不亏。著名“广告之父”奥格威曾有言:决定品牌市场地位的是品牌自身形象,而不是产品间微不足道的差异”。当产品的竞争走向尽头,质量和价格之间难分高下,最终决定品牌成败的其实就是“形象”二字。

唯有文化与价值观的力量能穿越时间的洪流,屹立在激烈的战场之上,成为一座不倒的丰碑。在残酷的市场竞争之中,如何成功地构建和推广品牌形象是我们应该思考的问题,。

开云集团在这场战役中的表现堪称教科书,豪掷一亿修复巴黎圣母院就是很好的范本。让我们一起来看一下GUCCI这次品牌形象的构建和推广的成功之处在哪里。

 1、注重企业形象的构建

 中国有个有名的成语——“爱屋及乌”,当爱上了一个人的时候,连他屋檐前丑陋的乌鸦都变得可爱起来。

心理学上也有一个类似的名词叫作“晕轮效应”,是指当一个人或是一个团体因为某一种特质而给人留下比较好的印象时,人们会对其产生较好的印象,美化这个人或者团体的其他特质。

同样地,当一个企业给人留下比较好的形象时,人们对他们旗下的子品牌也会“爱屋及乌”,对品牌报以好感。

两大奢侈品巨头豪掷万金挽救巴黎圣母院,正是深谙“晕轮效应”的道理。当企业头上顶上了美丽的光环,旗下品牌焉能不染上光辉?

企业捐款有利于树立企业形象,增强企业社会责任感和公众对于企业的认同感,更能增强公众对于其品牌的认可,有助于品牌形象的构建。

根据2018年《福布斯》中文版的中国慈善榜,2018年中国捐款总额达173.1亿元。其中恒大董事长许家印、“美的”何享健家族、瑞华控股董事长张建斌都一年内捐款数额超过了十亿,占据了榜单的前三甲。恒大集团董事长许家印更是以42.1亿元的超高捐款额度“傲视群雄”。

企业捐款不仅仅是企业对于社会的回馈,是企业社会责任感的展现,是兼顾效益和价值的产物,更能为企业的发展带来一系列积极的连锁反应。一次成功的募捐不仅有利于社会问题的解决,更是一场免费的宣传,令公众心生好感。

成功的企业形象与品牌形象息息相关,若说企业形象是“树根”,那么品牌形象就是“枝叶”,只有常为为“树干”浇水施肥,大树才能“枝繁叶茂”。

2、搭上“热点”的快车

“蹭热点”早已是每个营销人都心照不宣的小技巧。信息革命席卷世界,颠覆了人们生活的同时带来的是信息的爆炸和泛滥。垃圾信息,碎片式信息充斥着人们的生活,“注意力”成了一种稀缺的资源

“注意力经济”说的就是,谁能吸引消费者的注意力,谁就能取得这场战役的胜利。这是一个注意力高度涣散的时代,这也是一个注意力高度集中的时代。人们的注意力只集中在当下一两个爆炸式的热点当中,要想吸引用户的关注,就要顺其势而为,搭上“热点”的快车。

从文化的角度来说,巴黎圣母院的火灾是一场人类历史上的悲剧,是一场文化的悲歌。但是,它也是近来最大的热点。巴黎圣母院连着三天高居微博热搜不下,不仅被央视、新华网、新京报等国内主流媒体跟踪报道,更牵动着世界各个媒体的心。

在这样的背景之下,任何与巴黎圣母院相关的信息都会被不断地放大,被媒体和公众自动地传播,像病毒一样在人群中泛滥。

花一亿欧元做一个世界性的广告,让所有官媒自发宣传报道。你问我值不值,值!

3、与产品形象相适应的宣传策略

开云集团与法国文化有着不可磨灭的关系。植根于法国,浪漫多情的法国文化、时尚先锋的法国潮流使得开云集团深受影响。开云集团由法国皮特家族一手创办,靠着收购各大奢侈品品牌而成为奢侈品巨头。各个被收购的品牌GUCCI、YSL也 深受其文化的影响。前不久,GUCCI还举办了“致敬法国文化”的时装秀。

现在,法国有难,巴黎有难,开云集团焉能不出手?

开云集团旗下了品牌也体现出了显著了法国特色。GUCCI在时尚界一直以“浪漫”、“复古”而闻名,YSL在美妆界因“时尚”“精致”而长期屹立不倒,彪马也因其青春多元的设计而受到年轻人的喜爱。

无论是崇尚看似反时尚的“复古”潮流,还是走在时代的前沿上做时尚的领路人。开云集团旗下品牌都体现出两个字,那就是“先锋”。“先锋”向来是法国文化的特征,而巴黎圣母院又是法国著名的文化标志。

 深受法国文化影响的开云集团为法国文化的标志——巴黎圣母院进行募捐,两者叠加,合情合理,又能掀起一加一大于二的宣传效应。

募捐是一种公益手段,但募捐也可以成为一种宣传方式。如果说开云集团为了“扶贫”募捐,为了“保护环境”募捐,我们也会赞美其高风亮节,但是因其与产品形象不相适应,起到的宣传效果就没有那么大了。

4、危机最小的品牌形象推广

品牌形象的构建与推广像一把双刃剑,用得好,上阵杀敌一举突破,用的不好,也会伤害自己。任何一种宣传都有着其弊端,“病毒式”营销容易喧宾夺主,“植入式”营销容易使得消费者厌烦,就连新兴广告人大爱的“创意式”营销也有着其受众面小的局限性。

千破万破,唯有“做好事”不破。学雷锋做好事,为巴黎圣母院捐款总不能挑出什么错吧。就算有好事者指责开云集团“蹭热点”,做营销,也会被群众犀利的目光怼回去。

毕竟,一个亿不是谁都能轻轻松松拿出来的。

开云集团不是第一个在募捐中达到很好的宣传效应的品牌,也不会是最后一个。

2008年,汶川大地震牵动着举国上下的心。这时,王老吉就靠着一亿人民币的超高额度捐款打响了加多宝集团的知名度。网友们深受感动,甚至天涯上有言论“王老吉,你够狠!捐一个亿,胆敢是王石的500倍!为了整治这个嚣张的企业,买光超市的王老吉!上一罐买一罐!”

王老吉此举不仅为汶川雪中送炭,更成就了自己。令人惊奇的是,这种“做好事”方式的宣传策略带来的市场反弹微乎其微。

相较于Rio通过在电视剧中植入广告强行打开市场,带来的后劲不足,市场疲软问题,同为饮料品牌的王老吉却没有受到消费者的厌烦。

这种通过“做好事”进行的宣传,在帮助别人中成就自己,何乐而不为呢?

5、在创造联想深化品牌价值

要明白品牌价值如何建立,首先要明白品牌的价值由谁建立。

在曾经商品主导的时代,消费者只是企业价值观和产品的被动接受者。而在消费者主导的时代,品牌的价值由企业和消费者共同建设。 这就是学界最新提出的“价值共创”理论。

激烈的市场竞争和极大丰富的物质条件要求企业必须把消费者的体验纳入品牌价值的构建之中。

简单地说,你的品牌价值内涵并不重要,重要的是,消费者是如何理解你的品牌的。在一定程度上,商家“自卖自夸”的时代已经结束了,消费者站上了时代舞台,品牌的价值由消费者创造。

开云集团在这次募捐中营造怎样的品牌价值呢?

巴黎是世界文明史上的奇迹,具有深刻的历史烙印和经久不衰的文化内涵。开云集团为巴黎圣母院募捐在一定程度上是将自己旗下的品牌和巴黎圣母院为代表的文化牵上了“线”,赋予品牌文化烙印。

当我们提起GUCCI就能想起它为巴黎圣母院豪掷一亿时,我们怎会不联想到其背后的文化意义。

创造联想是品牌运营常用的手段,999感冒灵就用“暖暖的很贴心”这句广告语建立了感冒药和“温暖”的联想,弱化了“生病”和“吃药”的联系。这句广告也曾风靡一时,极大地助力了999感冒灵的销量。

开云集团此举要比999集团更为高明,也更为“高端”。诚然,开云集团旗下的品牌大多都有着悠久的历史,但要是说和巴黎圣母院的文化相比,那只会贻笑大方。

但若是通过募捐修建巴黎圣母院从而建立品牌与之的联系呢?消费者只会赞一句高风亮节。当巴黎圣母院复建完成,重新向群众开放时,许多参观的消费者都会联想起曾经开云集团的捐款。

这招真是高明!巴黎圣母院悠久的历史,曲折的发展,曾经的辉煌,现在的灾难还有未来的复兴都与一些品牌,一家公司有了联系。还有能比这个更深远而有意义的品牌价值吗?

品牌形象构建和推广的几点建议:

可口可乐CEO曾经放言,哪怕世界上所有可口可乐生产商一夜之间化作灰烬,都会有诸多国际财团排着队帮可口可乐重建。这个就是品牌形象的力量,这个就是品牌形象的价值。

在GUCCI豪掷一亿复建巴黎圣母院中,我们学到了,若想要成功地构建和推广品牌形象,有以下几点建议:

1. 注重产品定位和品牌定位,选择合适的品牌策略。

2. 制定合适的宣传策略,避免市场反噬的风险。

3. 注重品牌核心价值的构建,使品牌能经久不衰。

4. 关注消费者的体验,让消费者创造品牌形象。

结语:“卡西莫多失去了心爱的姑娘,终究也失去了他心爱的钟楼 ”,群众纷纷感叹。巴黎圣母院的火灾是一场世界文明史上的灾难,GUCCI母公司——开云集团为其复建捐款一亿的举动值得我们夸赞,但背后也潜藏着许多品牌形象构建与推广的营销诀窍。我们赞赏所有捐款方的高义,我们也祈祷巴黎圣母院能重新回到往日的辉煌。


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