Step Five: Confront the Obstacles:
第五步:直面困难。
There are four significant challenges that affect the development of the brand story. These challenges include awareness, comprehension, confidence and affinity and need to be addressed in order to fully connect with customers.
对于品牌故事的塑造,有四个主要因素能够决定其成败。它们分别是品牌意识,品牌解读,品牌自信和品牌亲和力,并且这些因素需要充分地运用到与客户的联系当中。
Step Six: Complete the Story Brief:
第六步:故事的完整性。
The last step in this process involves connecting the inner layer and outer layers. Outer layers include the function of the brand and what customers desire, while inner layers include what both parties subscribe to.
塑造品牌故事的最后一步包括内部因素和外部因素。外部因素包括品牌的功能和顾客的需求,而内部则需要双方的支持。
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