{"id":6687,"date":"2019-07-08T17:26:06","date_gmt":"2019-07-08T10:26:06","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=6687"},"modified":"2019-11-23T09:59:36","modified_gmt":"2019-11-23T02:59:36","slug":"branding-3-cs-trong-viec-xay-dung-thuong-hieu-ca-nhan","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/branding-3-cs-trong-viec-xay-dung-thuong-hieu-ca-nhan\/","title":{"rendered":"[Branding] 3 Cs trong vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n"},"content":{"rendered":"

\u0110\u1ed1i v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi trong l\u0129nh v\u1ef1c marketing,\u00a0\u00a0Rita Clifton \u00a0\u0111\u01b0\u1ee3c coi l\u00e0 m\u1ed9t trong nh\u1eefng \u2018brand gurus\u2019.\u00a0Chuy\u00ean m\u00f4n trong l\u0129nh v\u1ef1c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4 r\u1ea5t \u1ea5n t\u01b0\u1ee3ng, v\u1edbi c\u00e1c vai tr\u00f2 tr\u01b0\u1edbc \u0111\u00e2y bao g\u1ed3m Ph\u00f3 ch\u1ee7 t\u1ecbch t\u1ea1i Saatchi & Saatchi v\u00e0 Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh London v\u00e0 Ch\u1ee7 t\u1ecbch c\u1ee7a c\u00f4ng ty t\u01b0 v\u1ea5n th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u\u00a0Interbrand\u00a0.<\/p>\n

Tuy nhi\u00ean, trong khi chuy\u00ean m\u00f4n c\u1ee7a Rita Clifton \u0111\u00e3 \u0111\u01b0\u1ee3c d\u00e0nh ri\u00eang \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty, d\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1c k\u1ef9 n\u0103ng x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng cho\u00a0ch\u00ednh ch\u00fang ta \u2013 nh\u1eefng marketers<\/p>\n

L\u00e0m digital marketing, vi\u1ec7c x\u00e1c \u0111\u1ecbnh v\u00e0 khai th\u00e1c \u0111i\u1ec3m kh\u00e1c bi\u1ec7t ng\u00e0y c\u00e0ng tr\u1edf n\u00ean quan tr\u1ecdng.\u00a0Trong khi m\u1ed9t s\u1ed1 ng\u01b0\u1eddi trong ch\u00fang ta c\u00f3 th\u1ec3 chuy\u00ean v\u1ec1 m\u1ed9t l\u0129nh v\u1ef1c c\u1ee5 th\u1ec3, nh\u1eefng ng\u01b0\u1eddi kh\u00e1c c\u00f3 th\u1ec3 \u0111\u1ea3m nh\u1eadn vai tr\u00f2 bao qu\u00e1t h\u01a1n, r\u1ed9ng l\u1edbn h\u01a1n.\u00a0B\u1ea5t c\u1ee9 l\u0129nh v\u1ef1c n\u00e0o ch\u00fang ta l\u00e0m vi\u1ec7c, ch\u00fang ta c\u1ea7n ph\u1ea3i l\u00e0m r\u00f5 cho ng\u01b0\u1eddi kh\u00e1c bi\u1ebft ch\u00fang ta \u0111ang l\u00e0m g\u00ec v\u00e0 ch\u00fang ta \u0111\u1ea1i di\u1ec7n cho \u0111i\u1ec1u g\u00ec.<\/p>\n

C\u00e1ch ch\u00fang ta xu\u1ea5t hi\u1ec7n trong c\u00e1c c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm, Facebook, Twitter v\u00e0 LinkedIn hi\u1ec7n\u00a0\u00a0\u0111\u01b0\u1ee3c t\u00ednh\u00a0nhi\u1ec1u h\u01a1n nh\u1eefng g\u00ec ch\u00fang ta t\u1eebng t\u01b0\u1edfng t\u01b0\u1ee3ng.\u00a0M\u1eb7c d\u00f9 c\u1ea3m th\u1ea5y ph\u1ee9c t\u1ea1p h\u01a1n hai m\u01b0\u01a1i ho\u1eb7c th\u1eadm ch\u00ed m\u01b0\u1eddi n\u0103m tr\u01b0\u1edbc.\u00a0Trong khi c\u00e1c c\u00f4ng c\u1ee5 t\u01b0\u01a1ng t\u1ef1 c\u00f3 s\u1eb5n cho t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi, kh\u00f4ng ph\u1ea3i ai c\u0169ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n v\u00e0 s\u1eed d\u1ee5ng c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3.<\/p>\n

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n kh\u00f4ng ph\u1ea3i l\u00e0 qu\u00e1 xa v\u1eddi<\/strong><\/h1>\n

M\u1ecdi ng\u01b0\u1eddi d\u01b0\u1eddng nh\u01b0 ch\u01b0a bao gi\u1edd ho\u00e0n to\u00e0n tho\u1ea3i m\u00e1i v\u1edbi kh\u00e1i ni\u1ec7m ‘th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n’.\u00a0H\u1ea7u h\u1ebft nh\u1eefng ng\u01b0\u1eddi ch\u00fang ta ng\u01b0\u1ee1ng m\u1ed9, t\u1eeb \u00e2m nh\u1ea1c v\u00e0 phim \u1ea3nh \u0111\u1ebfn khoa h\u1ecdc v\u00e0 th\u01b0\u01a1ng m\u1ea1i, \u0111\u1ec1u c\u00f3 nh\u1eefng t\u00ednh c\u00e1ch v\u00e0 danh ti\u1ebfng r\u00f5 r\u00e0ng, kh\u00e1c bi\u1ec7t.\u00a0Nh\u01b0ng c\u00f3 l\u1ebd b\u1ea1n c\u0169ng s\u1ebd nghi ng\u1edd nh\u1eefng c\u00e1 nh\u00e2n n\u00e0y c\u1ed1 t\u00ecnh v\u00e0 c\u1ed1 \u00fd x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/strong> c\u00e1 nh\u00e2n c\u1ee7a h\u1ecd.<\/p>\n

Tuy nhi\u00ean, kh\u00f4ng gi\u1ed1ng nh\u01b0 Bowie hay Beatles, nhi\u1ec1u ng\u01b0\u1eddi trong ch\u00fang ta kh\u00f4ng ho\u1ea1t \u0111\u1ed9ng \u1edf c\u00e1c l\u0129nh v\u1ef1c nh\u01b0 tr\u00ean.\u00a0Th\u1ebf gi\u1edbi l\u00e0 m\u1ed9t n\u01a1i \u1ed3n \u00e0o v\u00e0 kh\u00f3 hi\u1ec3u, v\u00e0 gi\u1ed1ng nh\u01b0 c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ai \u0111\u00f3 cho ph\u00e9p h\u1ecd l\u00e0 m\u1ed9t c\u00e1 nh\u00e2n \u0111\u1ec3 qu\u1ea3n l\u00fd k\u1ef3 v\u1ecdng c\u1ee7a ng\u01b0\u1eddi kh\u00e1c, t\u1ea1o \u1ea5n t\u01b0\u1ee3ng \u0111\u00e1ng nh\u1edb v\u00e0 n\u1ed5i b\u1eadt so v\u1edbi ng\u01b0\u1eddi kh\u00e1c.\u00a0Do \u0111\u00f3, ch\u00fang ta ph\u1ea3i t\u1eadn d\u1ee5ng c\u00e1c k\u1ef9 thu\u1eadt th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n kh\u00e1c nhau \u0111\u1ec3 t\u00ecm ra ti\u1ebfng n\u00f3i c\u1ee7a m\u00ecnh v\u00e0 khi\u1ebfn ch\u00fang ta \u0111\u01b0\u1ee3c l\u1eafng nghe h\u01a1n.<\/p>\n

Gi\u1edbi thi\u1ec7u 3 Cs x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n<\/strong><\/h1>\n

Trong b\u00e0i chia s\u1ebb c\u1ee7a m\u00ecnh, Rita Clifton \u0111\u00e3 n\u00f3i v\u1ec1 t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c c\u00f3 m\u1ee5c \u0111\u00edch trong m\u1ecdi vi\u1ec7c ch\u00fang ta l\u00e0m.\u00a0C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 m\u1ee5c \u0111\u00edch v\u01b0\u1ee3t tr\u1ed9i so v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c\u00a0\u00a0v\u00ec h\u1ecd thu h\u00fat c\u00e1c gi\u00e1 tr\u1ecb c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 k\u1ebft n\u1ed1i v\u1edbi m\u1ecdi ng\u01b0\u1eddi \u1edf m\u1ee9c \u0111\u1ed9 c\u1ea3m x\u00fac.\u00a0V\u00e0 c\u00f3 ba y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n c\u00f3 th\u1ec3 gi\u00fap \u0111\u1ecbnh h\u00ecnh s\u1ef1 nghi\u1ec7p c\u1ee7a ch\u00fang ta.<\/p>\n

Clarity (r\u00f5 r\u00e0ng)<\/h2>\n

B\u1ea1n c\u00f3 r\u00f5 r\u00e0ng v\u1ec1 m\u1ee5c \u0111\u00edch, \u0111\u1ecbnh h\u01b0\u1edbng ngh\u1ec1 nghi\u1ec7p c\u1ee7a b\u1ea1n?\u00a0\u0110\u1ed1i v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi, m\u1ed9t c\u00f4ng vi\u1ec7c ch\u1ec9 l\u00e0 m\u1ed9t c\u00f4ng vi\u1ec7c v\u00e0 ch\u00fang ta kh\u00f4ng \u0111\u1ed3ng nh\u1ea5t v\u1edbi “m\u1ee5c \u0111\u00edch” c\u1ee5 th\u1ec3.\u00a0Nh\u01b0ng gi\u1ed1ng nh\u01b0\u00a0\u00a0ng\u01b0\u1eddi g\u00e1c c\u1ed5ng \u0111\u00e3 n\u00f3i v\u1edbi JFK r\u1eb1ng anh ta \u0111ang \u0111\u01b0a m\u1ed9t ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng l\u00ean m\u1eb7t tr\u0103ng\u00a0, n\u1ebfu ch\u00fang ta c\u00f3 th\u1ec3 li\u00ean k\u1ebft nh\u1eefng g\u00ec ch\u00fang ta l\u00e0m v\u1edbi m\u1ed9t t\u1ea7m nh\u00ecn v\u0129 \u0111\u1ea1i, n\u00f3 s\u1ebd cho ph\u00e9p ch\u00fang ta th\u1ea5y\u00a0\u00a0b\u1ea3n th\u00e2n v\u00e0 vai tr\u00f2 c\u1ee7a m\u00ecnh\u00a0nh\u01b0 m\u1ed9t ph\u1ea7n c\u1ee7a m\u1ed9t b\u1ee9c tranh v\u00e0 m\u1ee5c \u0111\u00edch l\u1edbn h\u01a1n trong b\u1ea5t k\u1ef3 t\u1ed5 ch\u1ee9c n\u00e0o .<\/p>\n

M\u1ed9t trong nh\u1eefng m\u00f4 h\u00ecnh h\u1eefu \u00edch nh\u1ea5t l\u00e0\u00a0Simon\u00a0Sinek\u2019s\u00a0Golden Circle<\/strong>.\u00a0Nhi\u1ec1u ng\u01b0\u1eddi trong s\u1ed1 c\u00e1c b\u1ea1n \u0111\u00e3 quen thu\u1ed9c v\u1edbi kh\u00e1i ni\u1ec7m n\u00e0y, nh\u01b0ng th\u1ef1c s\u1ef1 m\u00f4 h\u00ecnh n\u00e0y \u0111\u00e1ng \u0111\u1ec3 l\u00e0m n\u1ed5i b\u1eadt l\u1ea1i v\u00e0 nh\u00ecn v\u00e0o \u0111i\u1ec1u n\u00e0y th\u00f4ng qua vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n.\u00a0B\u1eaft \u0111\u1ea7u v\u1edbi l\u00fd do t\u1ea1i sao v\u00e0 th\u1ef1c hi\u1ec7n m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn t\u1eeb b\u00ean ngo\u00e0i \u0111\u1ebfn s\u1ef1 nghi\u1ec7p c\u1ee7a ch\u00fang ta s\u1ebd cho ch\u00fang ta kh\u1ea3 n\u0103ng t\u00ecm th\u1ea5y m\u1ed9t m\u1ee5c \u0111\u00edch x\u00e1c th\u1ef1c trong \u0111\u00f3 nh\u1eefng ng\u01b0\u1eddi kh\u00e1c c\u00f3 th\u1ec3 b\u1eaft \u0111\u1ea7u li\u00ean k\u1ebft.<\/p>\n

\"branding\"<\/a><\/p>\n

\"The-golden-circle\"<\/a>

The Golden Circle<\/p><\/div>\n

M\u1ecdi ng\u01b0\u1eddi ph\u1ea3i lu\u00f4n lu\u00f4n quay l\u1ea1i v\u00e0 xem x\u00e9t m\u1ee5c \u0111\u00edch c\u1ee7a m\u00ecnh, nh\u01b0ng n\u1ebfu ch\u00fang ta x\u00e1c \u0111\u1ecbnh r\u00f5 1 m\u1ee5c ti\u00eau, gi\u00fap \u0111\u1ee1 ng\u01b0\u1eddi kh\u00e1c v\u00e0 t\u0103ng th\u00eam gi\u00e1 tr\u1ecb lu\u00f4n l\u00e0 trung t\u00e2m c\u1ee7a nh\u1eefng g\u00ec m\u1ed9t ng\u01b0\u1eddi mu\u1ed1n x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n l\u00e0m.\u00a0Cho d\u00f9 \u0111\u00f3 l\u00e0 Agencies, c\u00e1c ng\u00e0nh FMCG hay d\u1ecbch v\u1ee5 t\u00e0i ch\u00ednh, m\u1ed7i ng\u01b0\u1eddi ph\u1ea3i t\u00ecm th\u1ea5y m\u1ee5c \u0111\u00edch l\u1edbn h\u01a1n trong c\u00f4ng vi\u1ec7c c\u1ee7a m\u00ecnh.<\/p>\n

Coherence (S\u1ef1 g\u1eafn k\u1ebft)<\/h2>\n

N\u1ebfu Clarity (r\u00f5 r\u00e0ng) n\u00f3i v\u1ec1 b\u1ea3n ch\u1ea5t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n c\u1ee7a ch\u00fang ta, th\u00ec Coherence l\u00e0 v\u1ec1 phong c\u00e1ch.\u00a0Trong b\u1ea5t k\u1ef3 ng\u00e0nh ngh\u1ec1 n\u00e0o, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i tr\u1edf th\u00e0nh m\u1ed9t b\u1ed9 ph\u1eadn, m\u1eb7c d\u00f9 \u0111i\u1ec1u n\u00e0y kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i theo \u0111\u00e1m \u0111\u00f4ng.\u00a0Tuy nhi\u00ean, \u0111\u00e2y l\u00e0 v\u1ec1 k\u1ebft n\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi xung quanh ch\u00fang ta \u0111\u1ec3 th\u00e0nh l\u1eadp network c\u1ee7a ri\u00eang m\u00ecnh.<\/p>\n

Theo LinkedIn,\u00a0\u00a080% \u00a0c\u00e1c chuy\u00ean gia coi vi\u1ec7c x\u00e2y d\u1ef1ng network l\u00e0 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi s\u1ef1 nghi\u1ec7p c\u1ee7a h\u1ecd\u00a0.\u00a0K\u1ebft n\u1ed1i m\u1ea1ng hi\u1ec7u qu\u1ea3 cho ph\u00e9p b\u1ea1n chia s\u1ebb nh\u1eefng \u00fd t\u01b0\u1edfng m\u1edbi, gi\u00fap \u0111\u1ee1 ng\u01b0\u1eddi kh\u00e1c v\u00e0 khi\u1ebfn b\u1ea3n th\u00e2n b\u1ea1n th\u1ea5y r\u00f5 h\u01a1n trong c\u1ed9ng \u0111\u1ed3ng chuy\u00ean nghi\u1ec7p c\u1ee7a b\u1ea1n.<\/p>\n

Commitment (Cam k\u1ebft)<\/h2>\n

Y\u1ebfu t\u1ed1 cu\u1ed1i c\u00f9ng l\u00e0 v\u1ec1 s\u1ef1 cam k\u1ebft.\u00a0N\u1ebfu kh\u00f4ng c\u00f3 m\u1ed9t t\u1ea7m nh\u00ecn r\u00f5 r\u00e0ng v\u1ec1\u00a0\u00a0ng\u01b0\u1eddi\u00a0\u00a0m\u00e0 b\u1ea1n mu\u1ed1n tr\u1edf th\u00e0nh v\u00e0 m\u1ed9t k\u1ebf ho\u1ea1ch l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3, s\u1ebd c\u00f3 s\u1ef1 kh\u00f4ng nh\u1ea5t qu\u00e1n trong c\u00e1ch ng\u01b0\u1eddi kh\u00e1c nh\u00ecn nh\u1eadn v\u1ec1 b\u1ea1n v\u00e0 nh\u1ea7m l\u1eabn v\u1ec1 nh\u1eefng g\u00ec b\u1ea1n \u0111\u1ea1i di\u1ec7n.\u00a0M\u1eb7c d\u00f9 kh\u00f4ng c\u00f3 g\u00ec sai khi thay \u0111\u1ed5i suy ngh\u0129 ho\u1eb7c \u0111\u1ecbnh h\u01b0\u1edbng c\u1ee7a b\u1ea1n, do \u0111\u00f3 kh\u00f4ng ph\u1ea3i ng\u1eabu nhi\u00ean m\u00e0 c\u00e1c c\u00f4ng ty c\u00f3 chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u r\u00f5 r\u00e0ng, kh\u00e1c bi\u1ec7t v\u01b0\u1ee3t tr\u1ed9i so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh\u00a0.\u00a0H\u1ecd \u0111\u00e3 t\u00ecm th\u1ea5y m\u1ed9t v\u1ecb tr\u00ed r\u00f5 r\u00e0ng v\u00e0 cam k\u1ebft v\u1edbi m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c theo th\u1eddi gian.<\/p>\n

Cam k\u1ebft v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 b\u1ea1n bi\u1ebft ch\u00ednh x\u00e1c n\u01a1i b\u1ea1n mu\u1ed1n \u1edf trong th\u1eddi gian m\u01b0\u1eddi \u0111\u1ebfn 20 n\u0103m.\u00a0Nh\u01b0ng \u0111i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 c\u00f3 m\u1ed9t \u00fd t\u01b0\u1edfng r\u1ed9ng r\u00e3i v\u1ec1 c\u00e1c l\u0129nh v\u1ef1c b\u1ea1n mu\u1ed1n tham gia v\u00e0 nh\u1eefng g\u00ec s\u1ebd c\u1ea7n trong ng\u1eafn h\u1ea1n v\u00e0 d\u00e0i h\u1ea1n \u0111\u1ec3 th\u00e0nh c\u00f4ng.<\/p>\n

M\u1ed9t k\u1ebf ho\u1ea1ch ngh\u1ec1 nghi\u1ec7p \u0111\u01a1n gi\u1ea3n s\u1ebd gi\u00fap b\u1ea1n c\u00e2n b\u1eb1ng c\u00e1c k\u1ebft qu\u1ea3 ng\u1eafn h\u1ea1n v\u00e0 d\u00e0i h\u1ea1n v\u1edbi c\u00e1c kh\u1ea3 n\u0103ng c\u1ee5 th\u1ec3 \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 ph\u00e1t tri\u1ec3n ngh\u1ec1 nghi\u1ec7p theo th\u1eddi gian.<\/p>\n

V\u00ed d\u1ee5 tr\u00ean cung c\u1ea5p m\u1ed9t m\u1eabu m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng v\u00e0 \u0111i\u1ec1u ch\u1ec9nh d\u1ef1a tr\u00ean ho\u00e0n c\u1ea3nh v\u00e0 nguy\u1ec7n v\u1ecdng c\u1ee7a ri\u00eang b\u1ea1n.\u00a0M\u1eb7c d\u00f9 \u0111i\u1ec1u n\u00e0y c\u00f3 v\u1ebb kh\u00e1 c\u01a1 b\u1ea3n, nh\u01b0ng th\u1eadt \u0111\u00e1ng ng\u1ea1c nhi\u00ean khi c\u00f3 r\u1ea5t \u00edt ng\u01b0\u1eddi d\u00e0nh th\u1eddi gian \u0111\u1ec3 l\u00ean k\u1ebf ho\u1ea1ch cho nh\u1eefng g\u00ec h\u1ecd c\u00f3 th\u1ec3 v\u00e0 mu\u1ed1n l\u00e0m \u0111\u1ec3 \u0111\u1ecbnh h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n c\u1ee7a h\u1ecd.<\/p>\n

\"bradning2\"<\/a><\/p>\n

\u0110\u1ed1i v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi, th\u01b0\u01a1ng hi\u1ec7u<\/strong> c\u00e1 nh\u00e2n kh\u00f4ng ph\u1ea3i l\u00e0 th\u1ee9 t\u1ef1 nhi\u00ean \u0111\u1ebfn.\u00a0N\u00f3i chuy\u1ec7n c\u1edfi m\u1edf v\u1ec1 nh\u1eefng g\u00ec ch\u00fang ta l\u00e0m r\u1ea5t t\u1ed1t v\u00e0 kh\u00e1c bi\u1ec7t v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c c\u00f3 th\u1ec3 kh\u00f3 kh\u0103n.\u00a0Tuy nhi\u00ean, tr\u1eeb khi ch\u00fang ta c\u00f3 th\u1ec3 n\u00f3i r\u00f5 nh\u1eefng g\u00ec ch\u00fang ta l\u00e0m v\u00e0 t\u1ea1i sao ch\u00fang ta kh\u00e1c bi\u1ec7t, n\u00f3 s\u1ebd ng\u00e0y c\u00e0ng tr\u1edf n\u00ean kh\u00f3 kh\u0103n h\u01a1n \u0111\u1ec3 t\u1ea1o ra \u1ea3nh h\u01b0\u1edfng trong b\u1ed1i c\u1ea3nh chuy\u00ean nghi\u1ec7p ng\u00e0y c\u00e0ng c\u1ea1nh tranh.<\/p>\n

3Cs c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n cung c\u1ea5p m\u1ed9t c\u00f4ng th\u1ee9c \u0111\u01a1n gi\u1ea3n nh\u01b0ng hi\u1ec7u qu\u1ea3 \u0111\u1ec3 t\u1eadp trung c\u00e1c l\u0129nh v\u1ef1c ch\u00fang ta c\u1ea7n t\u1eadp trung v\u00e0o \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n.\u00a0R\u00f5 r\u00e0ng\u00a0\u00a0<\/strong>trong m\u1ee5c \u0111\u00edch v\u00e0 l\u00fd do cho nh\u1eefng g\u00ec ch\u00fang ta l\u00e0m;\u00a0Coherence\u00a0l\u00e0 phong c\u00e1ch v\u00e0 ng\u00f4n ng\u1eef ch\u00fang ta s\u1eed d\u1ee5ng v\u1edbi m\u1ecdi th\u1ee9 xung quanh khi ti\u1ebfp x\u00fac c\u1ee7a ch\u00fang ta;\u00a0Cam k\u1ebft\u00a0\u00a0ph\u00e1t tri\u1ec3n b\u1ea3n th\u00e2n trong th\u1eddi gian d\u00e0i.<\/p>\n

Theo Gavin Llewellyn<\/em><\/p>\n

\n

>>> Xem th\u00eam:\u00a0<\/span>5 chi\u1ebfn l\u01b0\u1ee3c Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed b\u1eaft bu\u1ed9c ph\u1ea3i c\u00f3 v\u00e0o 2019<\/a><\/span><\/p>","protected":false},"excerpt":{"rendered":"

\u0110\u1ed1i v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi trong l\u0129nh v\u1ef1c marketing,\u00a0\u00a0Rita Clifton \u00a0\u0111\u01b0\u1ee3c coi l\u00e0 m\u1ed9t trong nh\u1eefng \u2018brand gurus\u2019.\u00a0Chuy\u00ean m\u00f4n trong l\u0129nh v\u1ef1c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4 r\u1ea5t \u1ea5n t\u01b0\u1ee3ng, v\u1edbi c\u00e1c vai tr\u00f2 tr\u01b0\u1edbc \u0111\u00e2y bao g\u1ed3m Ph\u00f3 ch\u1ee7 t\u1ecbch t\u1ea1i Saatchi & Saatchi v\u00e0 Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh London v\u00e0 Ch\u1ee7 t\u1ecbch c\u1ee7a […]<\/p>","protected":false},"author":4,"featured_media":6691,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[647],"class_list":["post-6687","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-branding",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/6687","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=6687"}],"version-history":[{"count":2,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/6687\/revisions"}],"predecessor-version":[{"id":8582,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/6687\/revisions\/8582"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/6691"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=6687"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=6687"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=6687"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}