品牌故事:营销4.0时代提升品牌文化价值的新工具——以台湾“几米”品牌为例

Brand story:new tool to promote brand culture value in the marketing 4.0 era——Take Taiwan’s “Jimmy” brand for example

'互联网+'的今天,营销已进入'内容创意+技术传播'的4.0时代。品牌故事,是品牌文化的有效载体,是对品牌文化的生动诠释;几米品牌之所以成为世界知名文化品牌,主要是几米品牌故事讲得好。要讲好品牌故事,首先,必须依据品牌文化在故事主题、素材、内容设计等方面做好故事创作;其次,要依据故事叙事逻辑,设计好故事结构,把握住讲故事的技巧与方法。

Jimmy Brand has became a world famous cultural brand, mainly because the stories of Jimmy Brand speak well. How to tell good brand stories?Firstly, we must create stories based on brand culture in terms of story themes,materials and content design. Secondly, according to the story narrative logic,we should design the story structure and grasp the techniques of storytelling.