在消费观念多元分化的当下，品牌竞争的关键已从广域声量转向心智份额的精耕，白酒品牌们也纷纷探 索与大众建立连接的新方式。 在此背景下，我们从叙府的行动中看到了一种差异化路径：通过高频率、多维度、场景化的价值对话， 系统构建消费者认知与情感连接。 今年，叙府坚持以创新营销开拓新生代消费市场，11月15日至18日，其亮相川酒集团2025潮饮生活节、 同步启动蓝标文化季（第二季）收官专场，借助系列互动体验与年轻消费者"玩在一起"，成为又一次深 化品牌情感认同的生动实践。 回归生活场景 掀起一场潮饮派对 川酒集团在成都潮流地标东郊记忆搭建的创新快闪店，是此次潮饮生活节的重要活动之一，企业用一场 精心设计的"潮流化白酒触点实验"，实现了川酒文化与年轻消费群体的深度对话。 作为川酒集团的核心品牌，叙府深度参与其中，并通过"场景化沟通"，跳出了流量内卷，让品牌走进消 费者的日常体验里，以此破解品牌面临的注意力稀缺难题。 具体而言，叙府在活动中设置了多个互动体验模块，将品牌与产品融入消费者可感知、可参与的生活瞬 间。比如，在"微醺酒坊"亲手将(蓝标)叙府大曲与创意配料融合，创造味觉惊喜；到网红打卡墙前与叙 府干杯，拍照定格松弛 ...

Core Insights - The article discusses the increasing trend of entrepreneurs becoming brand ambassadors through social media, enhancing brand recognition and user engagement [1][22] - It highlights the dual value of entrepreneurs' presence on social media: fostering closer connections with users and building a loyal fan base [8][19] Group 1: Entrepreneurial Engagement - Entrepreneurs can bridge the gap between brands and users, acting as "chief customer service officers" to listen to feedback and improve user experience [1][7] - A notable example is Haier's CEO Zhou Yunjie, who engaged with users on social media, responding to calls for a "lazy washing machine" and successfully launching the product within ten days [5][9] - This direct interaction transforms social media into a platform for user participation, enhancing brand visibility and user involvement [7][9] Group 2: Fan Economy - The presence of entrepreneurs on social media helps accumulate a loyal fan base, with Zhou Yunjie gaining over 750,000 followers in just two months [8] - Established entrepreneurs like Lei Jun and Yu Chengdong have millions of followers, often surpassing official brand accounts, which enhances brand warmth and visibility [8][9] - The strong fan culture around brands like Xiaomi and Huawei leads to significant economic value and brand loyalty [9][21] Group 3: Effective Communication - Entrepreneurs can effectively convey complex product parameters by sharing personal experiences, making technical details more relatable [10][13] - For instance, NIO's CEO Li Bin conducted a live test of his vehicle's safety features, which significantly boosted user trust in the product [10][13] Group 4: Multi-Dimensional Brand Representation - Brands are increasingly adopting a multi-layered approach by having various executives engage on social media, each targeting different user segments [14][16] - This strategy enhances communication efficiency and allows brands to address diverse consumer needs, improving overall brand perception [18][22] Group 5: Emotional Branding - The article emphasizes the importance of personal branding for entrepreneurs, as it humanizes the brand and fosters emotional connections with consumers [19][21] - Successful examples include Liu Qiangdong of JD.com, whose personal involvement in delivery services created a relatable brand image [19][21] Group 6: Challenges of Public Engagement - While there are benefits to entrepreneurs engaging publicly, there are also risks, such as the potential for focus to shift from the brand to the individual [22][23] - Brands must ensure that the personal brand of the entrepreneur aligns with the overall brand values to maintain coherence and avoid emotional polarization among fans [22][23]

" 如果有一天 PMPM 偏偏消失了，会有一群消费者为它的消失而落泪。 " " 这是我们坚持做下去的动力。 " 时垠集团创始人、 CEO 闪烁在混沌创新大课上讲道。 闪烁，前宝洁中国品牌总监， 2019 年创立时垠集团，旗下有三个护肤品牌： PMPM 偏偏、 DXV （定效维）和 NodOff 。 其中， PMPM 成立的第一 年就打造出 10 个爆品， 3 个登顶天猫类目 TOP1 ，短短 4 年销售额 40 亿，用户数突破 1000 万。 上个月，闪烁在混沌创新大课上分享了时垠的人格化品牌的构建方法论 ——"10 个外显因子 ""2 个价值传递 ""1 个内核选择 " 。 以下为课程精华笔记。 授课老师 | 闪烁 时垠集团创始人、董事长兼 CEO ，混沌学园三期校友 非常感谢各位在周六早上九点与我在混沌相聚，今天我将分享两个 " 思辨 " ：一是创始人的个人使命对企业到底有何意义？特别是在如今流量竞争白热化 的时代，它是否仍具价值？二是我将坦诚分享一个独家方法论，叫做人格化品牌是如何诞生与成长的？ 接下来，我们进入第一个环节，探讨创始人的个人使命对企业发展，尤其是对初创企业是否有意义？ 为什么时垠在短短几 ...