10张超级PPT 跟着“移动营销之父”华红兵读懂营销
Part 61 该讲什么样的产品故事
1. 讲好领军人物的故事
大多数品牌故事都和创始人有关，带有传奇色彩，有的品牌故事甚至是创业大事记。
但在众多的品牌故事中，往往一句话的故事更能凝聚并传达品牌的文化内涵，更能唤起消费者的共鸣，引发口碑相传。
很多企业的领袖或者领军人物都有令人称道的故事，企业要懂得挖掘。这些故事不一定多么恢宏，很可能就是工作中对细节的追求，但能够给品牌带来价值。
1. Tell the story of the leader well
Most of the brand stories are related to the founder, with a legendary color, and some brand stories even have memorabilia of entrepreneurial events.
However, among many brand stories, a one-sentence story can more condense and convey the cultural connotation of the brand, arouse the resonance of consumers, and trigger word of mouth.
The leaders or leading figures of many companies have commendable stories, and companies must know how to dig them out. These stories are not necessarily grand, they may be the pursuit of details in the work, but they can bring value to the brand.
2. 讲好产品的故事
重点在于突出产品的品质。
很多人一定没有注意到，谷歌悄悄更改了自己的 Logo。新标志的变化十分细微，一般人很难看出来，只是将原有标识中的 G 和 I 稍稍挪动了位置，如图所示。
随后谷歌以“99.9% 的人都没有发现的改动”为标题发出文章，激起大家的好奇心，每个人都争相成为那 0.1% 的人。于是，一次改动成了一个故事，一个故事成就一次传播。谷歌把这个故事讲出来，同时也展现出品牌一丝不苟、精益求精的形象。
2. Tell the story of the product well
The point is to highlight the quality of the product.
Many people must not have noticed that Google quietly changed its Logo. The changes in the new logo are very subtle and difficult for ordinary people to see, but the G and I in the original logo have been slightly moved, as shown in the figure.
Then Google published an article titled "A change that 99.9% of people haven't noticed", arousing everyone's curiosity, and everyone vying to be the 0.1% of people. Thus, a change becomes a story, and a story makes a dissemination. Google tells this story, while also projecting an image of the brand as scrupulous and refined.
