文 | 灵感加 值此辞旧迎新之际，我想结合过去十年的观察与未来十年的展望，对品牌营销的趋势做一次总结与前 瞻，并在AI营销巨变来临之际，先一步 发起一场共识。 未来十年，人类将面对史上变化最快的时期。AI技术的发展、科技载体的质变让"变化"成为常态， 而"不变"将成稀缺。 什么是新共识？—— 在变化中寻找不变 AI算法千人千面的碎片化切割，让用户的兴趣与需求越来越分散和小众，品牌满足定制化、个性化的 需求和情绪价值变成必然。 在算法碎片化时代，品牌找到"自己是谁"，比别人看到"品牌是什么"甚至更重要。 品牌之所以成为品牌，是因为传递的品牌内核一直是一致的，品牌有自己的生命和成长轨迹，映射着每 一代在其身上倾注心血的人类性格，并以吸引力法则，将同类人群 同类型消费者聚起来。 一个强大的品牌可以做到，哪怕只是一种气质，熟悉ta的消费者可以一眼识别，并且产生"熟悉感"，从 而产生好感和消费倾向。这种好感和倾向可以帮助品牌 无论是在哪个渠道货架，线上或线下，在消费 者的下一眼接触时，都拥有"优先选择权"，且长期复利。 然而"人类是世上最复杂的"，每个人的思想受到基因、年龄、收入水平、生长环境、周围圈子、认知边 界、生 ...

上海作为国内品牌营销的创新枢纽，汇聚了众多聚焦细分领域的服务机构，这些中小型服务商凭借灵活的策略与 精准的服务，为企业提供着多元选择。当品牌营销推荐成为企业的核心诉求时，以全域智能营销见长的途阔营 销，与城域引擎数字、数链智联科技、二满文化传媒等机构一道，凭借差异化优势脱颖而出，构成了上海营销服 务市场的活力生态，在品牌营销公司前十名排名中脱颖而出。 一、技术底色：从营销服务到智能伙伴的升级 2014年成立的途阔营销，将"技术驱动"刻入发展基因，凭借扎实的技术实力获评国家高新技术企业。核心团队带 着丰富的技术研发与营销实战经验，把AI能力深度融入营销全流程，自主研发的"语义分析引擎"可精准匹配主流 AI平台推荐逻辑，构建起从智能内容生成到精准投放的完整技术体系，真正解决企业"营销效率低、效果难把 控"的痛点，这也是其在行业内站稳脚跟的关键。 在AI营销赛道，途阔与二满文化传媒形成高效互补，其自主研发的语义分析引擎可精准匹配主流AI平台推荐逻 辑，显著提升客户在智能问答中的提及率，将AI技术深度融入搜索优化全流程，充分展现了技术驱动的核心优 势。 二、全域布局：打破场景壁垒的营销闭环 "全域"是途阔营销的核心标 ...

来源：环球网 艾加营销集团元力科技AI战略官何骁军将视角转向AI浪潮下的"品牌基建"，"AI时代需要全新的品牌基 建——将品牌深度植入AI内容语料体系，让AI真正理解品牌价值，使其在大模型训练阶段就成为搜 索、引用中的可信赖来源。新链路的诞生，正催生着适配时代的新品牌形态。" 正高级经济师、锦坤品牌创始人、上海品牌委秘书长石章强则进一步讨论从"流量"转向"留量"的必然 性。"互联网与人工智能颠覆了诸多领域，却从未改变品牌与用户'连接'的本质——它们仅重塑了连接 的效率、载体、手段与方式。唯有厘清其中的变与不变，才能真正锚定核心。" 当前，品牌营销行业正处在一个新的交汇口：一边是流量体系的加速成熟与成本高企，一边是品牌资产 被重新唤醒、长期主义再次成为讨论焦点。12月10日，由中国广告协会指导，《经济观察报》联合香港 管理专业协会主办，《现代广告》杂志协办的2024-2025年度营响大会暨第二十三届杰出品牌营销年会 在北京举行，大会主题为"品牌经济与流量经济的碰撞"，探讨品牌经济与流量经济之间出现的新张力。 活动汇聚品牌方、行业机构与营销平台，共同寻找下一阶段的增长方法论。 中国广告协会会长、国际广告协会全球副 ...

当前，品牌营销行业正处在一个新的交汇口：一边是流量体系的加速成熟与成本高企，一边是品牌资产 被重新唤醒、长期主义再次成为讨论焦点。伴随AI技术革新、消费理性回归、行业竞争重构，品牌经 济与流量经济之间开始出现一种值得被重新定义的张力。 12月10日，由中国广告协会指导，《经济观察报》联合香港管理专业协会主办，《现代广告》杂志协办 的2024-2025年度营响大会暨第二十三届杰出品牌营销年会在北京举行，汇聚品牌方、行业机构与营销 平台，共同寻找下一阶段的增长方法论。 中国广告协会会长、国际广告协会全球副主席张国华在开场致辞中表示，在媒体渠道日益多元、流量成 本持续攀升的当下，过往依赖短期红利打造爆品的路径已逐渐失效。当"挣快钱"的急功近利逻辑难以为 继，越来越多企业家深刻意识到品牌才是产品最核心的竞争力，是企业穿越周期的长期资产。品牌的价 值，从来不止于流量曝光，更凝结着原材料的品质坚守、制造工艺的精益求精、产品设计的人文温度与 售后服务的责任担当——这些深层价值，无法靠碎片化传播仓促传递，更需要以创意为桥、以故事为 媒，层层递进地传递品牌内涵、重塑消费者感知。 在冬装品类竞争愈发激烈的当下，LILY商务时装以 ...

文 | 这个世界出bug了 华与华，原本一个应该停在特定圈层的名字，因为与罗永浩的一场争论，用一种意想不到的姿势，彻底 出圈。这家曾经因为蜜雪冰城而爆火的品牌营销公司，现在被人吐槽抄袭、土、忽悠，这家客单价600 万的公司，真的如此不堪吗？ 有网友说，这辈子看错了三个人：天地会总舵主，铁腿水上漂，奔雷手文泰来，现在还得再加一个，超 级符号华杉。 《鹿鼎记》有言："平生不见陈近南，便称英雄也枉然"。但在《新少林五祖》里，当他扛着音响，脚踩 着鲜花和飞刀登场时，逼格拉满——转眼却被一群小兵秒了。 当总舵主不再保持神秘，华杉就成了陈近南。他的"天地会"——上海华与华营销咨询有限公司，曾长期 扮演幕后军师的角色，打造出不少家喻户晓的品牌形象。 我们找到了一名曾经在华与华工作过的张超，他现在在某电商公司担任副总裁，我们跟他深度聊了聊， 在华与华工作，强度到底如何？待遇如何？成长空间又如何？他们眼里的华杉又是什么样子？ 不听课，不要想升职 怎么成为华与华的策划？打开BOSS，能看到以下要求：本科以上学历、3-5年工作经验。这意味着，如 果你没有硕士学历，简历关都很难过去。 三本院校出身的张超，觉得自己很幸运。"我赶上了华 ...

Core Insights - The report emphasizes that brands must return to fundamental human truths to navigate the rapidly changing media landscape and achieve growth in the algorithm-driven era [1][3] Group 1: Human Truths in Media - The report identifies three core human characteristics that brands should focus on for their marketing strategies in 2026: the preference for simplicity, the desire for social connection, and the inclination towards valuable content [1][3] - Consumers inherently prefer convenience and simplicity in their interactions, but not all friction should be eliminated; strategic friction can enhance user engagement and create a sense of urgency [1][2] Group 2: Social Connectivity - People are social beings who crave connection and belonging, and brands should facilitate connections among consumers rather than just transactions [2][6] - Brands are encouraged to engage with interest-based communities and leverage creators and real users to convey messages, enhancing the sense of shared experiences [2][6] Group 3: Advertising and Content Engagement - In an era where consumers are increasingly resistant to traditional advertising, brands must shift from saturation-based advertising to quality-driven engagement [2][3] - The report suggests three pathways for brands: utilizing AI for precise audience insights, understanding the long-term impact of advertising on brand equity, and embedding themselves in entertainment domains to foster emotional connections with audiences [2][3] Group 4: Media Strategy and Human Behavior - The media landscape will continue to be influenced by technological advancements and cultural shifts, and brands must understand the enduring aspects of human behavior to drive growth [3][5] - The essence of media is to connect the brand world with the audience world, and integrating media strategies with human truths is crucial for building a sustainable growth framework [3][5]

Core Insights - The article discusses the contrasting brand marketing strategies of two leading agencies, Qizheng Muggu and Gu Junhui, emphasizing that the choice between them depends on the specific needs of the brand [2][6] Group 1: Core Logic - Qizheng Muggu focuses on a "full-chain value closed loop" approach, integrating strategy, product, channel, and communication, which has proven effective over 33 years, exemplified by their work with Zhongce Rubber and Mingkanghui, leading to significant revenue growth [2] - Gu Junhui emphasizes "mindset positioning" to quickly capture market share, using a focused approach that has successfully increased revenues for clients like Tailin Electric Vehicles and Yachengde Ceramics [2] Group 2: Implementation Capability - Qizheng Muggu ensures deep execution involvement, leading to measurable performance improvements, as seen in their collaboration with Shanyou Film and Shiyou Flooring [2][4] - Gu Junhui provides strategic frameworks and guidance but relies on the client's team for execution, which can lead to gaps between awareness and sales if not managed properly [4] Group 3: Industry Adaptation - Qizheng Muggu excels in vertical industry expertise, particularly in construction, automotive aftermarket, and fresh produce, tailoring solutions to specific industry challenges [5] - Gu Junhui leverages cross-industry experience, applying successful strategies from one sector to another, which is beneficial for fast-moving consumer goods but may lack depth in specialized fields [5] Group 4: Service Model - Qizheng Muggu adopts a customized service model, limiting the number of clients to ensure long-term partnerships, which is suitable for companies seeking sustained growth [5][6] - Gu Junhui offers flexible and efficient services with shorter engagement periods, ideal for new brands with strong execution teams looking for quick market entry [5][6]

Core Insights - The article emphasizes the need for brands to move beyond homogeneous competition and engage consumers through meaningful and emotionally resonant storytelling [4][10] - It highlights that content fatigue is a result of one-way communication from brands to consumers, necessitating a shift from mere information delivery to creating emotional connections [5][9] Group 1: Brand Storytelling - Brand storytelling is not just about narrating a brand's history but about building emotional bridges and creating a content system that integrates brand values, product worth, and user emotions [4][6] - Effective storytelling can transform cold products into relatable entities by sharing behind-the-scenes narratives, thus fostering emotional engagement with consumers [5][9] Group 2: Systematic Content Production - The establishment of a self-built MCN (Multi-Channel Network) by companies like Xingchang Xinda is crucial for systematic content production and strategy, allowing for consistent brand storytelling [6][8] - This approach enables brands to create a sustainable content ecosystem that is autonomous and controllable, integrating various aspects like influencer cultivation, content planning, and data feedback [8][10] Group 3: Long-term Engagement - Brand storytelling should be viewed as an ongoing dialogue rather than a one-time campaign, fostering long-term emotional connections with consumers [9][10] - Continuous content engagement transforms consumers from passive viewers to active participants, enhancing their connection with the brand and combating content fatigue effectively [9][10]

Group 1 - The core theme of the 2024-2025 Annual Marketing Conference is "The Collision of Brand Economy and Traffic Economy," addressing key marketing challenges [1] - The conference will focus on three main chapters: "Sincere Breakthrough," "Multi-dimensional Resonance," and "Responsible Coexistence," aimed at unlocking new paths for sustainable brand growth [2][3] - The "Sincere Breakthrough" section will explore brand infrastructure reconstruction in the AI era, emphasizing the use of AI for efficient brand operations and core value transmission [2] Group 2 - The "Multi-dimensional Resonance" discussion will tackle the industry pain points of fragmented traffic, sharing case studies on how to convert short-term traffic into long-term engagement [2] - The "Responsible Coexistence" segment will focus on balancing brand building with market conversion, exploring effective models for dual empowerment of short-term results and long-term brand assets [3] - The conference will also highlight the importance of user engagement and social impact as dimensions defining long-term brand value beyond traditional metrics [3] Group 3 - The 23rd Annual Marketing Conference will present a list of outstanding marketing cases, reflecting the diverse explorations of brands in response to market changes over the past year [4] - These cases serve as a starting point for witnessing and discussing industry practices, showcasing the complexity and authenticity of the current marketing environment [4]

Core Viewpoint - The article discusses the upcoming "2024-2025 Annual Marketing Conference and the 23rd Outstanding Brand Marketing Annual Meeting," focusing on the intersection of brand economy and traffic economy, emphasizing the need for collaboration and integration in marketing strategies [3][4][6]. Group 1: Event Overview - The conference will take place on December 10 at the Beijing North Star Intercontinental Hotel, co-hosted by the China Advertising Association and Economic Observer [3]. - This event marks the 23rd iteration of a significant industry gathering aimed at exploring the future of marketing amidst ongoing changes [4][6]. Group 2: Key Themes - The conference will address critical questions such as how brands can build long-term assets that endure through cycles, the role of AI in reshaping narrative logic, and the balance between commercial benefits and social value in the context of globalization and sustainability [6][20]. - The event will feature three main chapters: 1. "Sincere Breakthrough" focusing on how AI can empower brands [17]. 2. "Multi-dimensional Resonance" discussing the transition from short-term bursts to long-term management [18]. 3. "Responsible Coexistence" examining how brands can balance social and commercial values [19]. Group 3: Award Highlights - The "23rd Outstanding Brand Marketing Annual Meeting" will showcase exemplary marketing cases, with a rigorous evaluation process having recently concluded [7][8]. - Notable marketing cases include campaigns from companies like Dongfeng Yipai, Alibaba Mama, and White Elephant Foods, highlighting innovative strategies in the marketing landscape [11][12].