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特朗普的逆襲可能讓很多人大吃一驚，但機(jī)智的營(yíng)銷(xiāo)人員們卻并不會(huì)感到很意外。從特朗普的品牌營(yíng)銷(xiāo)手冊(cè)上，我們可以學(xué)到以下六條重要的經(jīng)驗(yàn)：

給消費(fèi)者找個(gè)活兒干

最好的廣告是那種能給消費(fèi)者“找事兒”的廣告。比如聯(lián)合航空請(qǐng)你“飛向友好的天空”，耐克讓你“想做就做”。最成功的品牌還允許消費(fèi)者與他們共同建立品牌價(jià)值。“讓我們使美國(guó)再次偉大”就是一個(gè)含義甚廣的戰(zhàn)斗口號(hào)，每個(gè)選民都可以給出自己的解讀。它能夠體現(xiàn)出熱情和決心。希拉里的“一起變得更強(qiáng)大”也是一個(gè)含義甚廣的口號(hào)，但它體現(xiàn)的是一個(gè)過(guò)程，并不是說(shuō)過(guò)程不重要，但是它所要求的結(jié)果卻遠(yuǎn)遠(yuǎn)沒(méi)有前者清晰。優(yōu)秀的營(yíng)銷(xiāo)人員深知，如果你對(duì)你的品牌沒(méi)有一個(gè)明確的定位，你的競(jìng)爭(zhēng)對(duì)手就會(huì)替你這樣做。

情懷是個(gè)大賣(mài)點(diǎn)

要想讓消費(fèi)者為一個(gè)不確定的未來(lái)投票，恐怕多數(shù)人都不會(huì)買(mǎi)賬，尤其是如果你的品牌聽(tīng)起來(lái)還相當(dāng)陌生。而作為一名政壇新秀的特朗普之所以能夠異軍突起，跟他擅于回憶那曾經(jīng)輝煌美好的昨天，并且承諾未來(lái)將重建那樣的輝煌美好有很大的關(guān)系。“再次”這個(gè)詞并不是無(wú)意地被添加到“使美國(guó)偉大”的口號(hào)前面的。不知道你還記不記得家樂(lè)氏公司那個(gè)著名的粟米片廣告：“像第一次一樣再?lài)L嘗我們?！睂?duì)于美國(guó)陷入凋敝的那些“老工業(yè)基地”的千百萬(wàn)人民來(lái)說(shuō)，輝煌美好的日子是曾經(jīng)真實(shí)存在過(guò)的，他們之所以給特朗普投票，就是寄希望于他真的能把那些好日子帶回來(lái)。

追逐被遺忘的消費(fèi)者

大多數(shù)金融機(jī)構(gòu)追逐的都是同一批高凈值目標(biāo)客戶(hù)，而對(duì)生活水準(zhǔn)在小康及以下的成百上千萬(wàn)家庭，則要么視而不見(jiàn)，要么熱情不高。特朗普還重新解讀了民主黨一向標(biāo)榜的多樣性，贏得了民主黨內(nèi)被本黨忽視的藍(lán)領(lǐng)階層的芳心，同時(shí)也為自己拉來(lái)了一批新選民。與此同時(shí)，幾乎所有共和黨人都回家給他們的候選人投票了。好的營(yíng)銷(xiāo)人員總是知道如何在獲得新客戶(hù)和保留老客戶(hù)之間進(jìn)行平衡。

煎牛排時(shí)的滋滋聲比牛排本身更吊人胃口

在執(zhí)政經(jīng)驗(yàn)和政治知識(shí)上，希拉里能完爆特朗普十條街。如果糾結(jié)于一團(tuán)亂麻的政策之爭(zhēng)，政壇新人特朗普很快就會(huì)被希拉里牽著鼻子走。因此，如果我們把此次大選比喻成煎牛排，特朗普的形象塑造以及他對(duì)選民的承諾，就是為了營(yíng)造出更多滋滋的熱氣兒。特朗普濃墨重彩地描繪了他當(dāng)選后的目標(biāo)和效果，但對(duì)政策和實(shí)施細(xì)節(jié)只是輕輕帶過(guò)。當(dāng)然，隨著現(xiàn)在特朗普的講話(huà)風(fēng)格變成了“特朗普政府將會(huì)……”，他現(xiàn)在也到了必須把牛排端上桌的時(shí)候了。特朗普能否實(shí)現(xiàn)他的承諾？如果不能的話(huà)，四年后消費(fèi)者肯定不會(huì)再次買(mǎi)他這塊夾生肉了。

建立激情

好的營(yíng)銷(xiāo)人員深知群眾口口相傳的力量。在社交媒體時(shí)代，光有更好的活動(dòng)組織能力（傳統(tǒng)的地面戰(zhàn)），或是光靠在電視廣告上砸錢(qián)（空戰(zhàn)），對(duì)于希拉里來(lái)說(shuō)還是不夠的。因?yàn)樘乩势帐莻€(gè)極為果敢、極有活力的人，一天里能做五場(chǎng)演講，而且聽(tīng)他演講的觀眾人數(shù)既多、熱情又高，給電視機(jī)前的普通選民留下了極為深刻的印象，效果遠(yuǎn)遠(yuǎn)超過(guò)了希拉里砸錢(qián)投的那些付費(fèi)廣告。有些權(quán)威人士會(huì)質(zhì)疑激情究竟能否轉(zhuǎn)化成選票。但優(yōu)秀的營(yíng)銷(xiāo)人員都知道，如果消費(fèi)者對(duì)品牌產(chǎn)生了熱情，你的收銀機(jī)就肯定會(huì)叮叮地響個(gè)不停。在這方面做得更好的顯然是特朗普而非希拉里。

讓時(shí)機(jī)剛剛好

政治營(yíng)銷(xiāo)需要你能夠拿下多數(shù)人的選票，然而它并不看你平時(shí)每一天的業(yè)績(jī)，它只看你每四年的那一天里的業(yè)績(jī)，因此時(shí)機(jī)就是一切。一路選來(lái)，特朗普也知道了哪些路數(shù)有用，哪些沒(méi)用。他對(duì)自己的主張進(jìn)行了一些調(diào)整，也抑制住了自己公開(kāi)噴人的欲望。他的民意在正確的時(shí)機(jī)達(dá)到了最高點(diǎn)，令很多民調(diào)機(jī)構(gòu)和媒體權(quán)威感到十分意外。在最近的一場(chǎng)演講中，特朗普又重復(fù)了同樣的信息，讓選民暢想一個(gè)美好的未來(lái)——如果他們相信特朗普政府的承諾的話(huà)。他自信地?cái)嘌?，“我們?huì)拿下這個(gè)州”，“我們?cè)谀莻€(gè)州領(lǐng)先了”。消費(fèi)者不僅想支持一個(gè)勝利者，他們也想支持一個(gè)視自己為勝利者的品牌。如果身邊和自己差不多的人也認(rèn)為一個(gè)品牌是一個(gè)勝利者，那他們也會(huì)傾向于更支持它。這樣一來(lái)，一個(gè)品牌就會(huì)變成一股運(yùn)動(dòng)。

上周，“希拉里品牌”為選民承諾了一個(gè)光明的未來(lái)，但她看起來(lái)還和以往的候選人大同小異，而且看起來(lái)有點(diǎn)疲勞，且過(guò)于依賴(lài)奧巴馬和文藝明星的站臺(tái)。相比之下，“特朗普品牌”為選民承諾了一個(gè)很像昨天的明天，雖然他一直不被看好，且一直是政壇的門(mén)外漢，但他是一個(gè)果決且具有破壞性的人。他一個(gè)人站在舞臺(tái)中央，鬃毛似的發(fā)型隨風(fēng)搖擺，一心準(zhǔn)備問(wèn)鼎白宮。

“特朗普品牌”是一個(gè)全新的東西。但“新”很容易，“好”卻很難。時(shí)間將證明“特朗普品牌”能否實(shí)現(xiàn)它的諾言。（財(cái)富中文網(wǎng)）

譯者：樸成奎

本文作者John A. Quelch是哈佛商學(xué)院商業(yè)管理學(xué)教授。

Donald Trump’s victory may be a surprise—but not to astute marketers. Here are six important lessons from Trump’s brand marketing playbook:

Give consumers a job.

The best marketing campaigns always call on consumers to do something. For example, United invites you to “Fly The Friendly Skies.” Nike NKE -1.43% insists that you “Just Do It.” The most successful brands also allow their consumers to co-create brand meaning. “Let’s Make America Great Again” is an inclusive call to arms with a powerful goal that each voter can interpret for himself. It embraces passion and purpose. Clinton’s “Stronger Together” is also inclusive but it evokes process, not that process isn’t important, but the desired outcome is much less clear. Good marketers know that, if you don’t position your brand clearly, your competitors will do it for you.

Show the past as prologue.

Offering consumers the adventure of voting for an uncertain future never works with the majority, especially if your brand is new to the game. Trump, the political neophyte, won by recalling a better yesterday and promising to recreate it as the better tomorrow. The word “Again” is no accidental addition to the Make America Great slogan. Remember the famous Kellogg’s Corn Flakes campaign to recover lost consumers: “Try Us Again for the First Time.’ For millions of Americans in the rust belt, the good old days really existed and they voted to bring them back.

Pursue forgotten consumers.

Most financial firms chase the same high net worth prospects, ignoring or at best taking for granted millions of modestly prosperous people. Trump turned the Democrats’ commendable embrace of diversity on its head to invoke the “Forgotten Man,” winning over lunch-bucket Democrats overlooked by their party as well as bringing in new voters and energizing lapsed ones. At the same time, almost all Republicans came home to vote for their nominee. Good marketers always know how to balance new customer acquisition with customer retention.

Sizzle beats steak.

Clinton was always going to beat Trump on the steak of experience and policy knowledge. A new brand can’t afford to get lost in the policy weeds. Hence, Trump’s campaign persona and his contract with the American voter offered more sizzle. Painted in broad brush strokes, the contract emphasizes goals and outcomes, and is light on policy and implementation details. Of course, having begun many a sentence with the words “A Trump administration will…” he now has to deliver the steak. Will Brand Trump deliver on its promises? If not, the consumer won’t repurchase four years from now.

Build enthusiasm.

Good marketers know the power of word-of-mouth recommendations. In the era of social media, better organization (the old ground war) and outspending on television advertising (the air war) weren’t enough for Clinton. Trump’s determination and stamina—five speeches a day—and the size of his crowds impressed ordinary voters watching on television much more than Clinton’s barrage of paid ads. The pundits questioned whether enthusiasm would convert into votes. Good marketers know that brand enthusiasm rings the cash register. It did for Trump, but not for Clinton.

Close the sale.

Political marketing requires you win a plurality of votes not every day but on a single day once in four years. Timing is everything. Trump learned what worked and what didn’t work as the campaign progressed. He refined his message, suppressed the ad hominem insults, and peaked at the right time, confounding the pollsters and media pundits. In every recent speech, he repeated the same messages, inviting voters to imagine the future if they bought into the promises of a Trump administration. He confidently asserted “we are going to win” this state, “we’re leading in” that state. Consumers not only want to back a winner, they want to back a brand that sees itself as a winner. And they want to back a brand that other people similar to themselves see as a winner. That’s when a brand becomes a movement.

In the last week, brand Clinton promised a bright future but looked like the candidate of yesterday, a little tired and overly reliant on a supporting cast of Obamas and Bon Jovis. By contrast, Brand Trump promised a future that looks like yesterday, Everyman’s high-energy underdog and outsider, disruptive yet decisive, standing alone at the podium, mane flowing, ready to step up to Pride Rock.

Brand Trump is today’s bright new thing. But new is easy. Good is hard. Time will tell whether Brand Trump can deliver on its promises.