品牌不是一种产品,品牌其实是一种关系,是一种产品连接消费者的关系。从社会层面上来讲,整个社会的趋向是对权威的解构与颠覆。我们会将每天从电视媒体,从微信、微博,或者其他媒体吸收、看到的信息进行解构和颠覆。从受众角度来讲,传播有了碎片化、信息化的特点,受众接受的模式发生了裂变。传统媒体时代,传播只是传递、传达、告知,广告也是以传播为任务。但是对于品牌来说,传播只是刚刚开始。我对传播附加一个新的传播理念——播种,这是 Brand is not a product, the brand is actually a relationship, is a product that connects consumers. At the social level, the whole society tends to deconstruct and subvert the authority. We will deconstruct and subvert the information that we receive and see every day from the television media, WeChat, Weibo, or other media. From the perspective of the audience, the communication has the characteristics of fragmentation and informationization, and the mode accepted by the audience has fissioned. In the era of traditional media, communication is just transmitting, communicating, informing, and advertising is also based on communication. But for the brand, communication is just the beginning. I attach a new concept of communication to spreading - sowing, which is