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知萌CEO肖明超:城市品牌塑造和创新传播的8大法则

2017-08-14 14:02:00   中国经济网

为了进一步提高广告企业服务品牌运营的能力,传播城市文化理念的核心价值,中国广告协会于8月9日到8月10日,在陕西省杨凌示范区举办了城市品牌运营研修班。会上邀请了上海师范大学人文与传播学院教授、博士生导师金定海,清美道合城市视觉设计机构联合创始人夏磊、知萌咨询机构创办人兼CEO肖明超等行业专家围绕城市品牌经营的价值取向与创新理念、城市品牌形象的策划原则、城市品牌的定位与建设、整合传播助理城市品牌等方面进行了讲解。

知萌咨询机构创办人兼CEO肖明超在研修班上发表了《互联网时代:城市再定义和传播创新》的演讲整理的文字,整个演讲时长为3小时。

肖明超说,城市品牌就是要为城市建立的清晰的识别符号和品牌系统,而中国的很多城市都盲目的学习西方城市的建设,追求全面时尚化和现代化,导致城市同质化严重,缺少真正的城市内涵和精神,在今天这样一个移动互联网的时代,大多数城市品牌都面临重塑,面临再定义,面临如何针对新人群讲新故事,或者说如何打造未来的城市品牌。

肖明超指出,有四股力量在推动城市品牌的升级:第一是消费升级;第二是精神商业;第三是互联网传播;第四是90后年轻人。城市品牌的建设包含了人文精神的丰富、差异化定位的寻找,消费意义的挖掘以及适合互联网的传播语境和传播内容等方面。

肖明超还在课堂上分享了知萌咨询机构近几年针对云南、大连等区域的策划服务经验,讲述了帮助区域的产业和城市品牌升级的案例。

知萌咨询作为昆明国家广告产业园的首席顾问,围绕广告创意如何推动云南旅游品牌的推广,曾在2014年策划了“七彩云南,梦想家园”创意云南广告大赛,收到了1118所高校50万大学生、2412组4132件创意作品。最后“行走云南,我为滇狂”的广告语脱颖而出,为云南旅游品牌推广打造了一张新的名片,紧接着邀请广大诗词爱好者共同撰写格律诗并出版的《行走云南我为滇狂诗词集》则更让“行走云南,我为滇狂”带来了深度影响,如今这个案例已经进入到很多高校广告学院老师的课堂案例,而在大赛上的全场大奖《云南的一天》,则采取了时间叙事模式,将七彩云南的内涵展现的淋漓尽致,这个视频也成为了2017外交部推介云南使用的暖场片。

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