建立一个品牌必须做对的一件事-毕业论文外文翻译

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1、THEONETHINGYOUMUSTGETRIGHTWHENBUILDINGABRANDPatrickBarwiseandSeanMeehanYes，newmediagiveuspowerfultoolsandspeed一butthat’snotenough.Asusual，marketersareturninghypeintohyperventilation.Thistime，it’saboutthesupposedendofmarketingasweknowit，thankstotheriseofsocialmediaandtheshift

2、ofpowertoconsumers.Butit’swrongtothinkwe’reenteringaworldinwhichtraditionalmarketingactivities，andbrandsthemselves，willbecomeirrelevant.Infact,theoppositeistrue.Socialmediamakeitmoreurgentthaneverthatcompaniesgetthebasicsright,developingandreliablydeliveringonacompellingbran

3、dpromise.Ithasalwaysbeenriskyforcompaniestodisappointcustomers,atleastoverthelongterm.Buttodaythescaleandspeedofsocialmediacanmakefallingshortinstantlypainful.Considertheinternet-fueledbacklashagainstKryptonite’sexpensivebuteasilypickedlockandDell’sflammablelaptops.Bythesame

4、token，companiesthatconsistentlydeliverwhattheypromisebenefitmightilywhensocialmediaamplifytheirreputation.Theobviousdangerisfailingtokeeppacewithsocialmediadevelopments.Butanequal，lessobviousdangerisgettingdistractedbythemandlosingsightofthefundamentals.We’velongworkedonmark

5、etingstrategywithcompaniesacrossindustries;overthepast15yearswe’vefocusedonnewmedia，andrecentlyonsocialmediamarketing.Andwe’vebeendirectlyinvolvedinsuccessfulnew-mediastart-ups,includingonespecializingincustomeradvisorypanelsandonlinebrandcommunities.Ourconclusion?Thecompani

6、esthatwillsucceedinthisenvironmentareexploitingthemanyopportunitiespresentedbysocialmediawhilekeepinganunwaveringeyeontheirbrandpromise,andtheyarejudiciouslyrevisingthemarketingplaybookratherthantryingtorewriteit.LeveragesocialmediaMostcompanieshavecottonedontosocialmediaast

7、oolsforengagementandcollaboration.MarketersatleadingcompanieshavecreatedlivelyexchangeswithandamongcustomersonsitessuchasOPENForum(AmericanExpress)，Beinggirl.com(Procter&Gamble)，myPlanNet(Cisco)，andFiestaMovement(Ford)，tappingintoparticipants’expertiseandcreativelyforproduct

8、development.Ofcourse，socialmediacanalsoboostbrandawareness,trial，andultimat