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2020品牌战“疫”HOW TO BUILDBRAND IN 20202020.03.09 | 阳狮集团中国2前言PREFACEThe Coronavirus is a stress test for brands. At the testy times, only the fittest survive. Its the strength and the power of the brand that can stand the test of time.So how to create brand power to fight the battle in 2020?这场疫情既是灾难，更是一面照妖镜。就像大浪淘沙，为形形色色的品牌洗尽铅华，最后剩下的，都是过硬的好品牌 。非常战役时期，企业拼的是品牌力，品牌力就是战斗力 。2020，品牌如何战“疫” ?Publicis Groupe - 2020 品牌战“疫” | HOW TO BUILD BRAND IN 20203第一部分Part One首先，2020五大改变关键字FIRST OF ALL, THE KEY WORDS OF CHANGE IN 2020Publicis Groupe - 2020 品牌战“疫” | HOW TO BUILD BRAND IN 20204关键词 #1Key wordCLOUDCloud entertainment:Cloud disco, cloud exhibition, cloud reality show Cloud education: zoom tutorial, Teachers becoming streamerCloud press: cloud launch, WeChat press conference Cloud office: cloud business, WFH, “no contact” interviewCloud consumption: streaming, “dark horse”o2o, cloud property viewingCloud festival: cloud CNY, cloud dating Everything online行为全面线上化云娱乐： 云蹦迪、云展览、云综艺、云监工云授课： 在线教育、老师变主播、停课不停学云发布： 品牌线上发布会、外交部微信群新闻发布会云办公： 云商务、在家办公、无接触面试云消费： 全民直播、黑马 O2O、云卖房云过节： 云拜年、“疫”地恋云Publicis Groupe - 2020 品牌战“疫” | HOW TO BUILD BRAND IN 20205关键词 #2Key wordHOMESTAYHome tour guide, crafted art from boredomSmall happiness of Home bondingShort video craze, online gaming & online gaming jamPajama video conferencingHome fitness tutorial & appFootie challenges: Hand-made jelly pearl tea, microwaved cakeAnti-virus fancy home stay花式宅家抗疫在家一日游： 不总在卧室待着，去客厅厨房走走陪伴小确幸： 好好陪父母、辅导小孩刷剧打游戏： 王者荣耀系统崩溃、短视频霸屏在家办公行为大赏： 睡衣视频会议宅家健身： 在线健身课、健身 APP吃货挑战赛： 手工凉皮、电饭煲蛋糕、手工珍珠奶茶宅Publicis Groupe - 2020 品牌战“疫” | HOW TO BUILD BRAND IN 20206关键词 #3Key wordTRUTHReal time breakout monitoring: Stats update, residential complex control, transportationCurbs on rumor:WeChat rumor reputing subscription account Anti”over-sentimental”, “over-advertised”over-consumption of empathyWuhan quarantine diary via grassroot VlogWeibo country management: Red cross scrutiny, remorse for Mrs. Li, Wuhan front line support Seeking truth Keep real追求真相实事求是疫情实时追踪： 实时统计数据、疫情小区 /交通查询不信谣不传谣： 微信较真、微信辟谣助手公众号风行不煽情不造作： 不过度消费同理心，不要煽情老年人捐款武汉封城日记： 通过 Vlog让更多人了解真实武汉全民微博治国： 督查红十字会、哀鸣李文亮、物资援助 真Publicis Groupe - 2020 品牌战“疫” | HOW TO BUILD BRAND IN 20207关键词 #4 Key wordRATIONALScience education: Dr. Ding Xiang App, Paperclip Virus education Rational consumption: only whats needed and valuable Rethinking: what I love, what I want, what I value National hot topic: “what can your profession do for anti-virus”Professionals KOL: Dr. Zhong Nan Shan, Dr. Zhang Wen HongReturn to rational thinkingNew mindset of saving for the rainy days among the youth 回归理性思考理 Get科普知识点： 丁香医生、回形针等科普不断刷屏刚需买买买： 消费欲望压缩，购买必需品为主重启自我： 我爱的，我想的，我要做的储蓄观念觉醒： 很多年轻人决定开始存钱买房全民社会责任感： #你的职业能为抗疫做什么 #专业人士成新网红： 钟南山、张文宏等成为疫情主心骨Publicis Groupe - 2020 品牌战“疫” | HOW TO BUILD BRAND IN 20208关键词 #5 Key wordHEALTHHealthy living: home fitness, healthy meal, cloud dancingPositive energy & mindset: live in the moment, optimism, small pleasureRespect of nature:environmental protection, wild animal protectionCounseling hotline, psychology test Prevention over cure: masks, sterilizer, non-contact vending machineHealth is themost important健康前所未有被重视健康生活方式： 方舱广场舞、健康餐、宅家运动正能量加持： 珍惜当下、享受小确幸、乐观面对疫情关注自然： 了解自然环保，拒绝野味疫情心理疏导： 疫情心理情绪测试、心理干预预防好过治疗： 口罩、消毒液等断货，无接触机器康Publicis Groupe - 2020 品牌战“疫” | HOW TO BUILD BRAND IN 20209第二部分Part Two品牌如何回应以赢得这场战“疫”？HOW TO BUILD BRAND IN THE CRISIS?Publicis Groupe - 2020 品牌战“疫” | HOW TO BUILD BRAND IN 202010启示 #1Implication抗疫的胜利，是价值观的胜利 ，不是盈利手段的胜利生存的能力首先来自生存的价值 .品牌非常时期的灵魂拷问：自问超越盈利之上，品牌更深层的意义 。我们为何在这里，我们有何不同，我们可以创造有意义和有价值的是什么？非常时期，消费者买单的是于己于社会有意义有价值的东西 。THE VICTORY OF THE BATTLE IS THE VICTORY OF CONVICTIONThe greater the challenge, the more the brands need to prove its value of existence. The time of crisis is the time of soul searching, Why are we here? Whats our purpose? What difference can we make?2020, consumers will only pay for whats meaningful and valuable. Publicis Groupe - 2020 品牌战“疫” | HOW TO BUILD BRAND IN 2020
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