朝阳酒店VI设计 这个朝阳专栏还为朝阳酒店LOGO新国家的信任

朝阳酒店VI设计 这个朝阳专栏还为朝阳酒店LOGO新国家的信任

Posted on贴在 January 29, 20102010年1月29日||Category:类别: Marketing营销

Straplines are somewhat of a有些Straplines之一controversial有争议的topic with the business community.话题与商业圈。Many marketing professionals feel that they represent an invaluable opportunity to communicate with your audience, but business people in the UK tend to view them as somewhat dispensable. 许多市场营销专业人士认为它们代表了极为宝贵的机会与你的听众沟通,但企业英国人倾向于把它们看成是有点可有可无。However, one British organisation believes heavily in straplines, enough to put significant time and resources into creating a new and more relevant one that will inspire the new generation.然而,一位英国,背负着沉重的straplines组织认为足以让重要的时间和资源创造一项新的和更相关,而它将启发新一代。

The National Trust has for years used the familiar strapline, “For ever, for everyone.” This phrase was meant to represent the fact that this organisation cares for numerous historical houses and gardens so that they may be enjoyed and visited by everyone for the indefinite future. 全国信托多年来一直使用这个专栏还,熟悉“永远,因为每一个人。”这句话是用来代表这样的事实,即组织关心无数历史的房屋和花园,以便他们可以享受和访问每个人无限的未来。However, there were several drawbacks to this strapline. 朝阳酒店VI设计然而,有几个障碍这个专栏还。First, it emphasized the historical nature of these properties, something that seems irrelevant to many young people. 首先,它强调了这些属性中的历史性一些似乎无关,许多年轻人。History is simply not compelling enough to inspire young families to visit The National Trust properties for the first time nor to become members.历史不仅仅引人入胜激励年轻的家庭信托财产来参观国家第一次也成为会员。

A second and notable problem with the old strapline is that the reference to ‘everyone’ was not congruent with the public perception of the brand. 第二,应注意的一个问题是,与旧参考这个专栏还不一致的每个人的“与公众对品牌。With most members of The National Trust significantly older and wealthier than most of the population, this was simply not an accurate statement. 与大多数全国成员信任明显长大,富裕人口的大多数,这是不准确的说法。Many people surely noted the incongruence, even if not on a conscious level.许多人一定注意到incongruence,就算没有处于一个意识层面上。