品牌人说｜凭感觉提炼的宣传语，大多沦落为文字垃圾
<img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/vVEysRjVVwI3yR5qDJYIDwq9rVrsta242BWwANwlEDiby5R0nekcr5PRJeHpWAyd5bGC9NEXVfvbJCBEroHibALA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">●</span><span style="color: black;">来 源：包·恩和巴图品牌战略（ID：singjoy-BC）</span><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>语，不是一个<span style="color: black;">鲜嫩</span>的<span style="color: black;">专题</span>。几乎所有人都<span style="color: black;">晓得</span><span style="color: black;">宣传</span>语的<span style="color: black;">功效</span>，<span style="color: black;">都数</span>人<span style="color: black;">亦</span>都错误地认为自己<span style="color: black;">亦</span>能提炼<span style="color: black;">宣传</span>语。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">亦</span>许正是<span style="color: black;">由于</span><span style="color: black;">这般</span>，市场上<span style="color: black;">最少</span>有90%的<span style="color: black;">宣传</span>语都不合格，<span style="color: black;">乃至</span>相当一部分<span style="color: black;">宣传</span>语纯属文字垃圾，对品牌<span style="color: black;">无</span>任何用处，白白浪费企业的传播<span style="color: black;">花费</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span>，今天<span style="color: black;">咱们</span><span style="color: black;">尤其</span>用这篇<span style="color: black;">文案</span>，跟<span style="color: black;">大众</span>探讨这一老生常谈的<span style="color: black;">专题</span>，揭示<span style="color: black;">宣传</span>语<span style="color: black;">背面</span>的战略<span style="color: black;">规律</span>，并给<span style="color: black;">大众</span>介绍几个正确的<span style="color: black;">宣传</span>语提炼<span style="color: black;">办法</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/vVEysRjVVwKFDmWrF93c1IoibEjzjh0MrsFvJhlZlYdT73QMJ2Y6CeicTbQLic65jVGhPU4Xu4VB0I4G7pQZCaC6Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/vVEysRjVVwL8PIPUfLa7FgkfpFnUzLPsAZlVHVXYsKVAoAvNRjmHIYbMl7btUuoMVrhZplGDYcCZnnqIpqK0zw/640?wx_fmt=jpeg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">鉴别<span style="color: black;">宣传</span>语好坏的标准</span></strong></p><span style="color: black;">当你去百度的时候，关于<span style="color: black;">宣传</span>语好坏的标准<span style="color: black;">基本</span>不缺，诸如：简单、易记、独具<span style="color: black;">特殊</span>、情感共鸣、等等。<span style="color: black;">乃至</span>，有些专家从顾客的<span style="color: black;">方向</span>总结：顾客认可的<span style="color: black;">宣传</span>语<span style="color: black;">便是</span>好的<span style="color: black;">宣传</span>语。</span><span style="color: black;">然而，大家仔细想想，这些标准，有和<span style="color: black;">无</span>，有什么区别吗？<span style="color: black;">倘若</span><span style="color: black;">这般</span>下定义都<span style="color: black;">能够</span>的话，<span style="color: black;">那样</span><span style="color: black;">咱们</span><span style="color: black;">评估</span>一个男人，可否<span style="color: black;">这般</span><span style="color: black;">评估</span>：<span style="color: black;">女性</span>看上的男人<span style="color: black;">便是</span>好男人；<span style="color: black;">评估</span>一位学生：老师认可的学生<span style="color: black;">便是</span>好学生……</span><span style="color: black;">很显然，<span style="color: black;">这般</span>的标准似乎过于笼统，<span style="color: black;">亦</span><span style="color: black;">没法</span><span style="color: black;">精细</span><span style="color: black;">捉捕</span>事物的本质。更糟糕的是，这些<span style="color: black;">评估</span>大多都是结果导向的，<span style="color: black;">仅有</span>事情<span style="color: black;">出现</span>以后才<span style="color: black;">晓得</span>。比如，“顾客认可”这件事，<span style="color: black;">仅有</span>跟顾客接触以后才<span style="color: black;">晓得</span>。</span><span style="color: black;"><span style="color: black;">倘若</span><span style="color: black;">咱们</span>策划一个品牌，所有的策划内容只能等待顾客反馈后才<span style="color: black;">晓得</span>对错或好坏，<span style="color: black;">危害</span><span style="color: black;">是不是</span>太大了？万一反馈的结果是错的呢？从头再来，再去试一遍吗？在现实中，市场不会给你这么多机会。<span style="color: black;">因此</span>，把宝压在“事后”的结果上，<span style="color: black;">无</span>太大<span style="color: black;">道理</span>。</span><span style="color: black;"><span style="color: black;">那样</span>，一条<span style="color: black;">宣传</span>语，到底该<span style="color: black;">怎样</span>鉴别呢？认知思维营销理论体系认为：第<span style="color: black;">1、</span><span style="color: black;">必定</span>要事前做出判断；第<span style="color: black;">2、</span><span style="color: black;">必定</span>要<span style="color: black;">科研</span>顾客心智，从心智的<span style="color: black;">方向</span>拿出依据。</span><strong style="color: blue;"><span style="color: black;">认知思维把市场上的<span style="color: black;">宣传</span>大致分为两大类：<span style="color: black;">描述</span>事实的<span style="color: black;">宣传</span>和占据心智的<span style="color: black;">宣传</span>。</span></strong><span style="color: black;">什么是<span style="color: black;">描述</span>事实的<span style="color: black;">宣传</span>？</span><span style="color: black;"><span style="color: black;">便是</span><span style="color: black;">描述</span>了一个<span style="color: black;">制品</span>的卖点或<span style="color: black;">实质</span><span style="color: black;">状况</span>的<span style="color: black;">宣传</span>。<span style="color: black;">例如</span>：这个<span style="color: black;">制品</span>的品质好，就提炼“选品质，选XX”；那个<span style="color: black;">制品</span>的口味好，就提炼“味道好极了”；等等。</span><span style="color: black;"><span style="color: black;">那样</span>，什么是占据心智的<span style="color: black;">宣传</span>呢？</span><span style="color: black;"><span style="color: black;">便是</span>在顾客的心智中占据一个空白或巩固<span style="color: black;">此刻</span>的位置，从而被顾客<span style="color: black;">长时间</span>记住的<span style="color: black;">宣传</span>。<span style="color: black;">例如</span>：“正宗货”这句<span style="color: black;">宣传</span>语，在顾客心智中进一步巩固可口可乐“<span style="color: black;">第1</span>品牌”的位置；而“新生代的<span style="color: black;">选取</span>”这句，让百事可乐在顾客心智中占据了第二品牌的位置。</span><span style="color: black;"><span style="color: black;">此刻</span>，<span style="color: black;">为何</span>90%的<span style="color: black;">宣传</span>语都不合格？问题就在<span style="color: black;">这儿</span>。<span style="color: black;">由于</span>，90%的<span style="color: black;">宣传</span>语都属于<span style="color: black;">描述</span>事实的<span style="color: black;">宣传</span>语，<span style="color: black;">描述</span>了一个事实，强调了一个卖点，但在顾客的心智中并<span style="color: black;">无</span>占据或巩固任何位置。</span><span style="color: black;">为了进一步说明问题，<span style="color: black;">咱们</span>用同一个品牌来举例。</span><span style="color: black;">青花郎，近期在北京投放一条户外<span style="color: black;">宣传</span>，其<span style="color: black;">宣传</span>语叫：青花郎，赤水河左岸庄园酱酒。这句<span style="color: black;">宣传</span>语对顾客而言<span style="color: black;">寓意</span>着什么呢？顾客的<span style="color: black;">第1</span>反应<span style="color: black;">便是</span>：左岸？左岸和右岸有区别吗？</span><span style="color: black;">很显然，这句<span style="color: black;">宣传</span>语很难进入心智，<span style="color: black;">由于</span>，顾客<span style="color: black;">经过</span>这句<span style="color: black;">基本</span><span style="color: black;">没法</span>判断，<span style="color: black;">亦</span>懒得判断青花郎在白酒<span style="color: black;">行业</span>的地位。它只是<span style="color: black;">描述</span>了一个事实，<span style="color: black;">亦</span><span style="color: black;">便是</span>说，青花郎<span style="color: black;">亦</span>许真的来自赤水河左岸的一座白酒庄园。</span><span style="color: black;"><span style="color: black;">那样</span>，青花郎有<span style="color: black;">无</span>占据心智的<span style="color: black;">宣传</span>语呢？当然有，曾经红极一时的著名<span style="color: black;">宣传</span>语“青花郎，中国两大酱香白酒之一”<span style="color: black;">便是</span>。</span><span style="color: black;"><span style="color: black;">由于</span>，这句<span style="color: black;">宣传</span>语有效<span style="color: black;">明显</span>了郎酒在顾客心智中的地位，进一步巩固了“中国酱香白酒第二品牌”的位置，把董酒、珍酒、金沙、钓鱼台等其他酱香酒排除在外。</span><span style="color: black;"><span style="color: black;">因此</span>，一句<span style="color: black;">宣传</span>语的好坏该怎么鉴别呢？认知思维是<span style="color: black;">这般</span>定义的：占据心智空白，进入<span style="color: black;">长时间</span>记忆，让品牌<span style="color: black;">作为</span>顾客心智中首选的<span style="color: black;">宣传</span>语，才是好的<span style="color: black;">宣传</span>语。</span><span style="color: black;"><span style="color: black;">那样</span>，有人可能会硬杠：难道<span style="color: black;">描述</span>事实的<span style="color: black;">宣传</span>都是垃圾<span style="color: black;">宣传</span>吗？</span><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">无</span><span style="color: black;">那样</span>绝对。<span style="color: black;">重点</span>还是要看它能否进入心智，心智中能否发挥<span style="color: black;">功效</span>。<span style="color: black;">例如</span>：<span style="color: black;">咱们</span>刚举例的“选品质，选XX”，确实是一句<span style="color: black;">描述</span>事实的<span style="color: black;">宣传</span>语，<span style="color: black;">然则</span>在上世纪70、80年代，这句<span style="color: black;">宣传</span>语<span style="color: black;">亦</span>许是有效的。</span><span style="color: black;"><span style="color: black;">由于</span>，那个年代，<span style="color: black;">都数</span>品牌的品质都<span style="color: black;">不外</span>关，顾客<span style="color: black;">巴望</span>遇到一个品质过硬的品牌。这个时候，这句<span style="color: black;">宣传</span>语就发挥<span style="color: black;">功效</span>了，<span style="color: black;">由于</span>它在顾客心智中<span style="color: black;">创立</span>了“比其他品牌品质更好、更稳定”的认知。</span><span style="color: black;">然而，<span style="color: black;">此刻</span><span style="color: black;">大众</span>的品质都差不多了，不分<span style="color: black;">手足</span>，这个时候，你再喊“选品质，选XX”就<span style="color: black;">无</span>太大<span style="color: black;">道理</span>了。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/vVEysRjVVwL8PIPUfLa7FgkfpFnUzLPsZDCDwBnLhLZ8RxPdrsSveRPTKgbq7CPtUEiaCw3S84Tw5GaKlHHx5tQ/640?wx_fmt=jpeg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>语走进心智的六大路径</span></strong><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">晓得</span>什么样的<span style="color: black;">宣传</span>语才是好的<span style="color: black;">宣传</span>语，<span style="color: black;">那样</span>接下来的问题<span style="color: black;">便是</span>：<span style="color: black;">咱们</span>该<span style="color: black;">怎样</span>进入心智？认知思维为<span style="color: black;">大众</span>总结了6种走进心智的路径，下面，<span style="color: black;">咱们</span><span style="color: black;">仔细</span>讲解。</span><span style="color: black;"><span style="color: black;">不外</span>，<span style="color: black;">这儿</span><span style="color: black;">必须</span>说明的是，这六个路径只是<span style="color: black;">咱们</span>的总结，不<span style="color: black;">表率</span>所有路径，<span style="color: black;">况且</span>，这六个路径只是聚焦于顾客的左脑，<span style="color: black;">触及</span>品牌的价值部分，并<span style="color: black;">无</span><span style="color: black;">触及</span>到右脑里的感觉。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 1 </span></strong></span><strong style="color: blue;"><span style="color: black;"> 从众路径</span></strong><span style="color: black;"><span style="color: black;">非常多</span>企业人士总觉得自己的品牌有<span style="color: black;">非常多</span>优点，<span style="color: black;">乃至</span>觉得<span style="color: black;">每一个</span>优点都是来之不易的。<span style="color: black;">然则</span>，对顾客而言，判断一个品牌好坏的标准很简单：销量大不大？在顾客的心智里，销量大的品牌<span style="color: black;">便是</span>好品牌，<span style="color: black;">由于</span><span style="color: black;">更加多</span>的人<span style="color: black;">经过</span>自己的购买<span style="color: black;">行径</span>验证了它。这<span style="color: black;">便是</span>从众心理。</span><span style="color: black;">一个品牌的<span style="color: black;">宣传</span>语走进心智，就<span style="color: black;">能够</span>利用这个路径。<span style="color: black;">亦</span><span style="color: black;">便是</span>说，利用顾客的羊群<span style="color: black;">心理</span>，推出自己的<span style="color: black;">宣传</span>，<span style="color: black;">创立</span>对自己品牌有利的认知。<span style="color: black;">这儿</span>，最常用的<span style="color: black;">办法</span>就是向公众宣布自己的<span style="color: black;">营销</span>业绩。就像<span style="color: black;">大众</span>耳熟能详的那句：XX品牌，中国销量遥遥领先。</span><span style="color: black;"><span style="color: black;">不外</span>，有<span style="color: black;">非常多</span><span style="color: black;">拥有</span>文艺气质的人看到“遥遥领先”四个字，就觉得恶心，认为<span style="color: black;">无</span>创意。<span style="color: black;">然则</span>，不得不承认，这是走进心智的好路径，好办法。<span style="color: black;">那样</span>，“遥遥领先”四个字能否用其他<span style="color: black;">办法</span>描述出来呢？有两个品牌给<span style="color: black;">咱们</span>做出很好的示范：</span><span style="color: black;"><span style="color: black;">加多宝：10罐凉茶7罐加多宝；</span></span><span style="color: black;"><span style="color: black;">拼多多：4亿人都在用，拼着买更便宜。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 2 </span></strong></span><strong style="color: blue;"><span style="color: black;"> 好奇路径</span></strong><span style="color: black;">好奇心是人类固有的心智模式，从古到今，<span style="color: black;">能够</span>说好奇心推动着人类的发展。</span><span style="color: black;"><span style="color: black;">人类好奇苹果<span style="color: black;">为何</span>往下掉？于是<span style="color: black;">发掘</span>了万有引力；</span></span><span style="color: black;"><span style="color: black;">人类好奇沸水<span style="color: black;">为何</span>能顶开壶盖？于是发明了蒸汽机；</span></span><span style="color: black;"><span style="color: black;">人类好奇鸟儿<span style="color: black;">为何</span>能飞到天上？于是发明了飞机；</span></span><span style="color: black;"><span style="color: black;">人类好奇月球上到底有<span style="color: black;">无</span>人？于是登上了月球；</span></span><span style="color: black;"><span style="color: black;">……</span></span><span style="color: black;"><span style="color: black;">因此</span>，足以勾起人们好奇心是一种很好的走进心智的路径，<span style="color: black;">咱们</span><span style="color: black;">叫作</span>之为好奇路径。<span style="color: black;">那样</span>问题是，<span style="color: black;">此刻</span>人到底对什么东西好奇呢？</span><span style="color: black;">有人总结这三个字：新、奇、特。从定位到<span style="color: black;">宣传</span>语的提炼中，<span style="color: black;">倘若</span>你能融入<span style="color: black;">有些</span>“新、奇、特”的概念，<span style="color: black;">更易</span>进入心智。</span><span style="color: black;">早在2004年的一天<span style="color: black;">夜晚</span>，电视上<span style="color: black;">显现</span>一条奇怪的<span style="color: black;">宣传</span>：一个老太太拿着喇叭喊：1：1：1，更健康。刚<span style="color: black;">起始</span>观众<span style="color: black;">基本</span>不知所云，这到底是什么概念，瞬间全国上下求知欲爆棚，于是金龙鱼调和油<span style="color: black;">因此呢</span>而走红，一举拿下中国调和油<span style="color: black;">第1</span>品牌的宝座。</span><span style="color: black;"><span style="color: black;">咱们</span>假设一下：当时的金龙鱼<span style="color: black;">无</span>提出这个奇怪的概念，而只是推出“<span style="color: black;">平衡</span>营养，更健康”的<span style="color: black;">宣传</span>语，会如此成功吗？答案是<span style="color: black;">不问可知</span>的。即便到<span style="color: black;">此刻</span>，<span style="color: black;">非常多</span>顾客都不<span style="color: black;">晓得</span>“1：1：1”到底是什么，<span style="color: black;">然则</span>他相信“这肯定是好东西，肯定比普通的调和油要好”。</span><span style="color: black;">事实证明，无论是<span style="color: black;">宣传</span>语，还是其他推广活动，要是用好“好奇路径”，打造爆品的可能性就非常大，前段时间刀郎的《罗刹海市》爆火，<span style="color: black;">便是</span>有利的证明。</span><span style="color: black;">刚<span style="color: black;">起始</span>人们听到这首歌的时候，只是<span style="color: black;">晓得</span>这首歌在骂人。<span style="color: black;">然则</span>，听不太懂，<span style="color: black;">亦</span>不<span style="color: black;">晓得</span>在骂谁。于是，<span style="color: black;">大众</span>的好奇心就来了，有人<span style="color: black;">起始</span><span style="color: black;">诠释</span>，有人<span style="color: black;">起始</span>猜测，<span style="color: black;">大众</span>的疯狂评论和转发，让这首歌<span style="color: black;">一晚上</span>爆火。</span><span style="color: black;">有人说，这首歌火的重要<span style="color: black;">原由</span>是它唱出了民意，唱出了<span style="color: black;">大众</span><span style="color: black;">数年</span>压抑的<span style="color: black;">心情</span>。我认为，这个<span style="color: black;">诠释</span>，在<span style="color: black;">火热</span>的后期<span style="color: black;">亦</span>许适用，但在前期不适用。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 3 </span></strong></span><strong style="color: blue;"><span style="color: black;"> 攀比路径</span></strong><span style="color: black;">攀比，是人类与生俱来的<span style="color: black;">心理</span>，从小到大，人们可谓无时无刻不在攀比，小时候，比身高，比长相，比衣服；<span style="color: black;">成长</span>了，比学历，比收入，比车，比房，比幸福；年老了，还比谁活得更<span style="color: black;">青年</span>、更健康，谁的<span style="color: black;">孩儿</span>更有出息……</span><span style="color: black;"><span style="color: black;">倘若</span>你利用好这种心理，就很容易走进心智。</span><span style="color: black;">早在2007年，农夫山泉推出了一条包装水酸碱性测试<span style="color: black;">宣传</span>，并告诉<span style="color: black;">大众</span>“天然的弱碱性水才是好水”。这一举动，轰动了全国，<span style="color: black;">亦</span><span style="color: black;">诱发</span>了一场声势浩大的舆论之争。这<span style="color: black;">便是</span>利用攀比路径走进心智的经典案例。</span><span style="color: black;">利用这个路径，企业能拿出来攀比的东西有<span style="color: black;">那些</span>？其实<span style="color: black;">亦</span>有<span style="color: black;">非常多</span>，<span style="color: black;">例如</span>：技术创新、生产工艺、管理规范、<span style="color: black;">营销</span>网络、物流配送，等等。你只要把握好差异化策略，拿出你的亮点，攀比路径<span style="color: black;">能够</span>把你的品牌送进顾客的心智，<span style="color: black;">作为</span>心智中的首选。</span><span style="color: black;">心征服品牌咨询去年给一家做矿工安全鞋的品牌<span style="color: black;">供给</span>品牌战略及视觉设计服务，其中，就<span style="color: black;">触及</span>到提炼<span style="color: black;">宣传</span>语，这个品牌叫特安护。</span><span style="color: black;"><span style="color: black;">经过</span><span style="color: black;">咱们</span>的洞察<span style="color: black;">发掘</span>，这个品牌在生产工艺上有独特之处，采用注胶一体一次成型工艺，彻底<span style="color: black;">处理</span>了矿工安全鞋容易开胶、漏水问题，可谓引领了一个新的品类。更重要的是，<span style="color: black;">她们</span>对这双鞋的舒适性做出了其他厂家无可企及的<span style="color: black;">奋斗</span>。<span style="color: black;">例如</span>：更宽、更高的鞋底和鞋面设计，更适合亚洲人脚型，不压脚，不磨脚；鞋头的<span style="color: black;">守护</span>钢头换成铝合金，不仅<span style="color: black;">提高</span>抗砸性能，<span style="color: black;">况且</span>减轻重量，穿起来更加轻盈；鞋底采用爆米花运动鞋底，鞋垫采用<span style="color: black;">优秀</span>的军工鞋垫，<span style="color: black;">况且</span>对内衬面料进行透气、防臭处理，让穿鞋体验更加舒适。</span><span style="color: black;"><span style="color: black;">咱们</span>利用这套生产工艺，<span style="color: black;">帮忙</span>特安护提炼“亚洲人脚型设计”的概念，并提炼“安全三宝、舒适四宝”的支撑点，把<span style="color: black;">宣传</span>语提炼为“安全只是标配，舒适才是王道”，在顾客心智中率先占据“中国最舒适的矿工安全鞋”的认知。</span><span style="color: black;"><span style="color: black;">那样</span>，<span style="color: black;">这儿</span>攀比路径<span style="color: black;">表现</span>在哪里呢？<span style="color: black;">咱们</span>接着往下看。</span><span style="color: black;">攀比心理有两个特点：<span style="color: black;">第1</span>是“你无我有”，第二才是“你有我好”。<span style="color: black;">倘若</span>你强调“你无我有”，这叫差异化；<span style="color: black;">倘若</span>你强调“你有我好”，这叫同质化。</span><span style="color: black;">当时，<span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">科研</span>了特安护竞争对手的<span style="color: black;">制品</span>，<span style="color: black;">发掘</span>一个问题：<span style="color: black;">大众</span>都清一色地诉求“安全”，在安全方面的生产工艺<span style="color: black;">已然</span>非常接近，非专业人士<span style="color: black;">基本</span>看不出来有什么区别。这个时候，<span style="color: black;">咱们</span><span style="color: black;">亦</span>跟<span style="color: black;">她们</span><span style="color: black;">同样</span>诉求“安全”，会是什么结果呢？</span><span style="color: black;">很<span style="color: black;">显著</span>，就<span style="color: black;">寓意</span>着同质化，陷入红海，跟<span style="color: black;">她们</span>短兵相接，头破血流。</span><span style="color: black;"><span style="color: black;">倘若</span><span style="color: black;">明显</span>“舒适”呢？结果肯定不<span style="color: black;">同样</span>。<span style="color: black;">由于</span>当下，除了特安护，诉求“舒适”的品牌<span style="color: black;">无</span>几个，很容易形成差异，驶向蓝海。<span style="color: black;">因此呢</span>，<span style="color: black;">明显</span>“舒适”<span style="color: black;">便是</span>攀比心理中的<span style="color: black;">第1</span>个心理：你无我有。但问题是，<span style="color: black;">怎样</span>刺激这个心理？<span style="color: black;">宣传</span>语就派上用场了。</span><span style="color: black;">这句<span style="color: black;">宣传</span>语“毒辣”的<span style="color: black;">地区</span>在于：“安全只是标配”向同行宣战，你们天天喊的“安全”，在<span style="color: black;">咱们</span><span style="color: black;">这儿</span>只是标配而已，这是<span style="color: black;">第1</span>层攀比；“舒适才是王道”告诉顾客，<span style="color: black;">保证</span>安全的前提下，让你的双脚舒适才是最重要的，这是第二层攀比。</span><span style="color: black;"><span style="color: black;">由于</span>，<span style="color: black;">此刻</span>的矿厂，安全性越来越好，矿工的作业，<span style="color: black;">亦</span>大多都手持对讲机喊来喊去，<span style="color: black;">详细</span>干活儿都是<span style="color: black;">设备</span>，矿工<span style="color: black;">显现</span>安全事故的几率越来越低。<span style="color: black;">然则</span>，穿鞋要是不舒服，问题可就大了，双脚酸痛，臃肿，<span style="color: black;">乃至</span>起泡，<span style="color: black;">流血</span>，严重影响矿工的工作和生活质量。<span style="color: black;">因此</span>，“舒适才是王道”在矿工心目中必将产生共鸣，会把其他品牌逼向<span style="color: black;">一边</span>。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 4 </span></strong></span><strong style="color: blue;"><span style="color: black;"> 焦虑路径</span></strong><span style="color: black;">在营销<span style="color: black;">行业</span>，贩卖“焦虑”<span style="color: black;">亦</span>是常用的<span style="color: black;">办法</span>，<span style="color: black;">更加是</span>非常有效的走进心智的路径。这个方面的鼻祖可能非海飞丝莫属。<span style="color: black;">大众</span><span style="color: black;">能够</span>回忆一下海飞丝过去半个世纪的<span style="color: black;">宣传</span>，基本上一个<span style="color: black;">招数</span>：贩卖焦虑。故事情节，几乎没变过：<span style="color: black;">第1</span>步、顾客<span style="color: black;">显现</span>头屑问题，遇到社死场面；第二步、海飞丝<span style="color: black;">显现</span>，改变<span style="color: black;">状况</span>，重拾自信；第三步、海飞丝<span style="color: black;">制品</span>特写，<span style="color: black;">宣传</span>语亮相。</span><span style="color: black;"><span style="color: black;">倘若</span>你<span style="color: black;">亦</span>想用这个路径进入心智，就<span style="color: black;">必要</span>要懂得<span style="color: black;">怎样</span>放大焦虑。<span style="color: black;">亦</span><span style="color: black;">便是</span>说，本来事情没<span style="color: black;">那样</span>严重，被你说得很严重。</span><span style="color: black;"><span style="color: black;">大众</span><span style="color: black;">亦</span><span style="color: black;">能够</span>继续回忆：当王老吉<span style="color: black;">显现</span>之前，有多少人怕上火？从来<span style="color: black;">无</span>听说过谁<span style="color: black;">那样</span>怕上火，<span style="color: black;">况且</span>成年人都有自己的一套“下火”<span style="color: black;">方法</span>，无论是<span style="color: black;">膳食</span><span style="color: black;">护理</span>，还是<span style="color: black;">药品</span><span style="color: black;">护理</span>，“上火”对中国人而言，<span style="color: black;">基本</span>不是个事儿。</span><span style="color: black;">然而，王老吉的<span style="color: black;">显现</span>却放大了这个焦虑，<span style="color: black;">忽然</span><span style="color: black;">大众</span>都变得<span style="color: black;">那样</span>怕上火，<span style="color: black;">况且</span>为了防止上火，听从王老吉的那句话“怕上火喝王老吉”，拼命地喝，把王老吉的销量推向200亿，超过可口可乐在中国的销量，成就了一个凉茶领导品牌。</span><span style="color: black;"><span style="color: black;">不外</span>，放大焦虑，贩卖焦虑，要<span style="color: black;">重视</span>法律<span style="color: black;">危害</span>。当你放大焦虑的<span style="color: black;">同期</span>，<span style="color: black;">必定</span>要做到你的<span style="color: black;">处理</span><span style="color: black;">方法</span>经得起法律的拷问。否则，<span style="color: black;">特别有</span>可能引火烧身，弄巧成拙。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 5 </span></strong></span><strong style="color: blue;"><span style="color: black;"> 期望路径</span></strong><span style="color: black;"><span style="color: black;">非常多</span>客户问<span style="color: black;">咱们</span>一个非常<span style="color: black;">基本</span>却触及灵魂的问题：企业<span style="color: black;">为何</span><span style="color: black;">必定</span>要做品牌？回答这个问题时，<span style="color: black;">咱们</span>常常反问他：你<span style="color: black;">为何</span><span style="color: black;">必定</span>要做人？</span><span style="color: black;">反问的目的不是为了抬杠，而是为了达成一个共识：<span style="color: black;">咱们</span><span style="color: black;">必定</span>要找到“做人”和“畜生”的区别在哪里；同理，<span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">必定</span>要找到“做品牌”和“不做品牌”的区别在哪里。</span><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">每一个</span>人，都<span style="color: black;">奋斗</span>做一个有理想、有诚信、有正义感的人，<span style="color: black;">由于</span>这<span style="color: black;">便是</span><span style="color: black;">咱们</span>与畜生的区别。人要是没了理想，没了诚信，没了底线，就跟畜生<span style="color: black;">无</span>什么区别。企业<span style="color: black;">亦</span><span style="color: black;">同样</span>。企业存在的<span style="color: black;">道理</span>，不仅是为了<span style="color: black;">挣钱</span>，而是为社会<span style="color: black;">处理</span>一个问题，为人类坚守一个底线。<span style="color: black;">倘若</span>只是为了<span style="color: black;">挣钱</span>，在利益面前不择手段，跟畜生<span style="color: black;">亦</span><span style="color: black;">无</span>什么区别。</span><span style="color: black;"><span style="color: black;">因此</span>，无论是做人，还是做企业，一个<span style="color: black;">一起</span>的特征是：向上，向善，追求人类期望的境界。这个境界可能是一种美好，可能是一种幸福，<span style="color: black;">亦</span>可能是一种坚守。当你做到了这些，时间长了，被人皆知，就会<span style="color: black;">创立</span>一种认知，那个认知<span style="color: black;">便是</span>品牌。人如此，企业<span style="color: black;">亦</span>如此！</span><span style="color: black;"><span style="color: black;">因此</span>，期望路径<span style="color: black;">便是</span>给顾客他想要的，用<span style="color: black;">所有</span>的资源禀赋，触达顾客心中的那个期望。在这个过程中，<span style="color: black;">倘若</span>你有一句响亮的<span style="color: black;">宣传</span>语，就<span style="color: black;">能够</span>走进心智；<span style="color: black;">倘若</span>你有一段感人的故事，就<span style="color: black;">能够</span><span style="color: black;">作为</span>心智中的首选。</span><span style="color: black;">在商务酒店里，<span style="color: black;">为何</span>汉庭后来居上，异军突起？认知思维认为，汉庭<span style="color: black;">便是</span>满足了<span style="color: black;">哪些</span>住不起五星级酒店的商务人士的一种期望。</span><span style="color: black;"><span style="color: black;">由于</span>，这些人虽然住不起<span style="color: black;">豪气</span>酒店，<span style="color: black;">然则</span><span style="color: black;">期盼</span>他入住的酒店<span style="color: black;">最少</span>干净<span style="color: black;">有些</span>，<span style="color: black;">她们</span><span style="color: black;">能够</span>忍受酒店的<span style="color: black;">设备</span><span style="color: black;">不足</span>好，<span style="color: black;">然则</span><span style="color: black;">没法</span>忍受酒店不干净，不卫生。于是，汉庭就抓住这个期望，推出了“爱干净，住汉庭”的<span style="color: black;">宣传</span>语，一举成功，为华住集团的业绩<span style="color: black;">提高</span>做出了汗马功劳。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> 6 </span></strong></span><strong style="color: blue;"><span style="color: black;"> 归属路径</span></strong><span style="color: black;">在这六大路径里，其他路径都比较好理解，唯独这一路径不太好理解。认知思维定义的“归属”，<span style="color: black;">实质</span>上<span style="color: black;">便是</span>一种消费场景。特定的消费场景所带来的归属感<span style="color: black;">便是</span>一条<span style="color: black;">宣传</span>语走进心智的好办法。</span><span style="color: black;">经常开长途汽车的人可能有个<span style="color: black;">一起</span>的特征，<span style="color: black;">她们</span>都在车上常备几罐红牛饮料。目的<span style="color: black;">便是</span>当自己困了，累了，喝一罐，醒醒脑，<span style="color: black;">以避免</span>因疲劳驾驶而<span style="color: black;">引起</span>交通事故。</span><span style="color: black;"><span style="color: black;">这儿</span>的消费场景是什么？<span style="color: black;">便是</span>在开长途汽车的过程中产生的疲劳感。而红牛推出的“困了，累了，喝红牛”<span style="color: black;">便是</span>为<span style="color: black;">这般</span>的场景量身定制的<span style="color: black;">宣传</span>语，<span style="color: black;">因此</span>，非常容易在顾客心智中产生归属感，从而产生走进心智的路径，促进品牌被顾客接受。</span><span style="color: black;">其实，采用这种<span style="color: black;">办法</span>走进心智的<span style="color: black;">宣传</span>语还有<span style="color: black;">非常多</span>，诸如：</span><span style="color: black;"><span style="color: black;">针对婚宴场景的金六福<span style="color: black;">宣传</span>语“家有喜事”；</span></span><span style="color: black;"><span style="color: black;">针对学生学习场景的六个核桃<span style="color: black;">宣传</span>语“经常用脑，多喝六个核桃”；</span></span><span style="color: black;"><span style="color: black;">针对<span style="color: black;">女子</span>子卸妆场景的芳珂（FANCL）<span style="color: black;">宣传</span>语“开创卸妆新‘净’界”；等等。</span></span><span style="color: black;"><span style="color: black;">不外</span>，<span style="color: black;">这儿</span><span style="color: black;">必须</span>说明的是，采用归属路径提炼<span style="color: black;">宣传</span>语，<span style="color: black;">必定</span>要<span style="color: black;">科研</span>你品牌的品类属性和定位概念，<span style="color: black;">倘若</span>锁定的品类是一个大品类，定位概念<span style="color: black;">亦</span><span style="color: black;">无</span><span style="color: black;">知道</span>的消费场景，这个<span style="color: black;">办法</span>就不太适用。比如：手机、手表、皮带、钱包、包装水、茶饮料等。这些品类的消费场景比较广泛，<span style="color: black;">没法</span>限定一个<span style="color: black;">知道</span>的场景，<span style="color: black;">因此</span>在这种<span style="color: black;">状况</span>下，归属路径就不太容易产生成功的<span style="color: black;">宣传</span>语，你最好尝试一下前面的五个路径。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/vVEysRjVVwL8PIPUfLa7FgkfpFnUzLPsDRBqYjo2ab05SUHMMh5Hkvy51G1CFtVAo99BF4p47yb1UMkuq8YocA/640?wx_fmt=jpeg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">警觉</span>“行动指令”</span></strong><span style="color: black;"><span style="color: black;">大众</span>刷短视频的时候，<span style="color: black;">是不是</span>经常刷到<span style="color: black;">有些</span>人给你<span style="color: black;">出招</span>：<span style="color: black;">宣传</span>语<span style="color: black;">必定</span>要带行动指令。用<span style="color: black;">她们</span>的话来讲，只要加了行动指令，销量就噌噌往上涨。你信吗？我不信！<span style="color: black;">然则</span>有人信了，于是在市场上<span style="color: black;">显现</span>了<span style="color: black;">非常多</span>“行动指令”式<span style="color: black;">宣传</span>语，诸如：</span><span style="color: black;"><span style="color: black;">吉野家：为梦想，吃好饭；</span></span><span style="color: black;"><span style="color: black;">知乎：有问题，上知乎；</span></span><span style="color: black;"><span style="color: black;">益达：饭后嚼两粒；</span></span><span style="color: black;"><span style="color: black;">妙可蓝多：奶酪，就选妙可蓝多；</span></span><span style="color: black;"><span style="color: black;">杉杉西服：穿西服，选杉杉；</span></span><span style="color: black;"><span style="color: black;">……</span></span><span style="color: black;">对<span style="color: black;">宣传</span>语而言，行动指令确实有暗示、敦促顾客消费的<span style="color: black;">功效</span>。<span style="color: black;">然则</span>，这并不<span style="color: black;">寓意</span>着，只要是一个行动指令就行。虽然以上这些<span style="color: black;">宣传</span>语都是行动指令，<span style="color: black;">然则</span>对品牌的发展<span style="color: black;">无</span>太大<span style="color: black;">功效</span>。<span style="color: black;">为何</span>呢？<span style="color: black;">咱们</span>再看一组吧：</span><span style="color: black;"><span style="color: black;">王老吉：怕上火，喝王老吉；</span></span><span style="color: black;"><span style="color: black;">红牛：困了累了，喝红牛；</span></span><span style="color: black;"><span style="color: black;">汉庭：爱干净，住汉庭；</span></span><span style="color: black;"><span style="color: black;">跨越速运：货急，找跨越；</span></span><span style="color: black;"><span style="color: black;">六个核桃：经常用脑，多喝六个核桃；</span></span><span style="color: black;"><span style="color: black;">……</span></span><span style="color: black;"><span style="color: black;">大众</span><span style="color: black;">瞧瞧</span>，这一组<span style="color: black;">宣传</span>语跟上一组有什么区别？<span style="color: black;">倘若</span>你看懂了，就不会<span style="color: black;">茫然</span>轻信<span style="color: black;">哪些</span>“半瓶水”们给你胡说八道了。</span><span style="color: black;">第二组<span style="color: black;">亦</span>是“行动指令”式<span style="color: black;">宣传</span>语，<span style="color: black;">然则</span>跟<span style="color: black;">第1</span>组不<span style="color: black;">同样</span>的是：多了跟品牌定位<span style="color: black;">相关</span>的内容。<span style="color: black;">例如</span>：怕上火、困了累了、爱干净等。然而，<span style="color: black;">第1</span>组就<span style="color: black;">无</span>，只是<span style="color: black;">有些</span>单纯的行动指令<span style="color: black;">罢了</span>。</span><span style="color: black;">认知思维认为，一句合格的<span style="color: black;">宣传</span>语<span style="color: black;">必要</span>要凸显定位，让品牌<span style="color: black;">作为</span>顾客心智中的首选，不带顾客需求和品牌定位的行动指令，<span style="color: black;">便是</span>一句废话，对品牌发展<span style="color: black;">无</span>什么<span style="color: black;">功效</span>。</span><span style="color: black;">就拿杉杉西服的<span style="color: black;">宣传</span>语为例。<span style="color: black;">她们</span><span style="color: black;">此刻</span>的<span style="color: black;">宣传</span>语是“穿西服，选杉杉”，这句虽然比之前的“敢行动，才有型”略好，<span style="color: black;">然则</span>，品牌换成“罗蒙”<span style="color: black;">是不是</span><span style="color: black;">能够</span>？当然<span style="color: black;">能够</span>；换成“红豆”、“依文”、“雅戈尔”<span style="color: black;">是不是</span><span style="color: black;">亦</span><span style="color: black;">能够</span>？完全<span style="color: black;">能够</span>。这<span style="color: black;">便是</span>问题！</span><span style="color: black;"><span style="color: black;">因此</span>，<span style="color: black;">大众</span>提炼“行动指令”式<span style="color: black;">宣传</span>语的时候要<span style="color: black;">重视</span>：<span style="color: black;">不可</span>为了指令而指令，在行动指令的前面<span style="color: black;">必定</span>要加一句品牌定位的概念，<span style="color: black;">或</span>是跟顾客需求<span style="color: black;">相关</span>的内容。</span><strong style="color: blue;"><span style="color: black;">/ 后 记 /</span></strong><span style="color: black;">这个世界上，有些事情，看似很难，实则简单；而有些事情，看似简单，实则很难。营销属于后者。</span><span style="color: black;"><span style="color: black;">咱们</span>给客户做认知思维营销理论体系的培训时，培训前都会让学员做一套测试题，一共才15道题，10分钟就能做完。但遗憾的是，<span style="color: black;">迄今</span><span style="color: black;">无</span>一个学员答题合格，每次测试，都是全军覆没。按理说，都是<span style="color: black;">有些</span><span style="color: black;">选取</span>题，标准答案都在里边，<span style="color: black;">不该</span>该吧？<span style="color: black;">倘若</span>要是加上几道问答题，将会<span style="color: black;">怎么样</span>呢？</span><span style="color: black;">这<span style="color: black;">便是</span>“看似简单，实则很难”。<span style="color: black;">倘若</span>你<span style="color: black;">无</span>学习和实战营销理论10年以上，<span style="color: black;">基本</span><span style="color: black;">没法</span><span style="color: black;">把握</span>其真正的法则。</span><span style="color: black;"><span style="color: black;">因此</span>，<span style="color: black;">大众</span>面对<span style="color: black;">宣传</span>语<span style="color: black;">亦</span><span style="color: black;">同样</span>，千万不<span style="color: black;">想要</span>当然。<span style="color: black;">宣传</span>语的提炼，不是人人都能做的，它<span style="color: black;">触及</span>到品牌战略，<span style="color: black;">触及</span>到顾客心智，<span style="color: black;">触及</span>到文案功底。跟着感觉提炼的<span style="color: black;">宣传</span>语，大多都会沦落为文字垃圾，白白浪费你的推广<span style="color: black;">花费</span>。</span><span style="color: black;">总的来讲，<span style="color: black;">宣传</span>语，一字值千金，一发动全身，一句话<span style="color: black;">背面</span>牵动着一个品牌的战略规划和资源配置！</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">*<span style="color: black;"><span style="color: black;">认识</span><span style="color: black;">更加多</span>精彩案例，点击下方关注首席品牌官公众号。</span></span></p><strong style="color: blue;"><span style="color: black;">首席品牌官 </span></strong><span style="color: black;">创立于 2013 年，是品牌人成长及经验共享平台，平台<span style="color: black;">包含</span><strong style="color: blue;">自<span style="color: black;">媒介</span>、社群、培训和品牌活动</strong>。</span>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">「首席品牌官」自<span style="color: black;">媒介</span>系“CMO 价值营销自<span style="color: black;">媒介</span>联盟”发起<span style="color: black;">公司</span>、“公关传播行业最具影响力原创自<span style="color: black;">媒介</span>”。投稿、内容合作，请联系「品哥」。</span></h2><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a></p>
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