建立一个清晰的品牌之声外文翻译.doc

本科毕业论文（设计） 外 文 翻 译 原文： Establish a Clear Brand Voice If you work in marketing, at one point in your career you will probably participate in some sort of workshop in which you try to tackle a challenging problem as a team. These workshops often work best if led by an experienced facilitator who ensures that the group does not kill good ideas and that new thinking is nurtured. The best facilitators begin these work sessions with warm-up activities to get people comfortable with each other and to get them thinking in fresh ways. I’ve participated in quite a few of these sessions with a variety of warm-up exercises, some of which really got us energized. One exercise I remember with great clarity, and use occasionally in my current work, involved asking people to describe someone using a ?ctional movie or storybook character as a starting point. For example, the woman I saw in a trendy store made me think about how Scarlett O’Hara from Gone with the Windwould behave if she lived in Beverly Hills circa 2008. Or how the CFO of the guy’s company kind of reminded me of Captain Ahab, the fanatical whaling captain in Moby Dick. Or how the kid who helped me in the video store could’ve been Cosmo Kramer’s younger brother. These mental calisthenics were meant to get the workshop participants to ?ex their imaginations and stretch their brains to think in ways they weren’t necessarily used to. Describing a person in a way that makes it possible to imagine Miss Scarlett cavorting among the shops on Rodeo Drive—reacting to the paparazzi, or taking on Paris Hilton—is so much more evocative than using a few simple adjectives. Unlike many other warm-up exercises in the workshops I’ve attended over the years, this one stuck. I’m glad it did. Not just because it is an engaging way to open a meeting, but because it is a perfect exercise for any organization responsible for building a brand in the digital arena. The marketplace today is democratic, it’s clamorous, and it’