建立一個(gè)清晰的品牌之聲【外文翻譯】

1、本科畢業(yè)論文（設(shè)計(jì)）外文翻譯原文：原文：EstablishaClearBrVoiceIfyouwkinmarketingatonepointinyourcareeryouwillprobablyparticipateinsomestofwkshopinwhichyoutrytotackleachallengingproblemasateam.Thesewkshopsoftenwkbestifledbyanexperiencedfacil

2、itatwhoensuresthatthegroupdoesnotkillgoodideasthatnewthinkingisnurtured.Thebestfacilitatsbeginthesewksessionswithwarmupactivitiestogetpeoplecomftablewitheachothertogetthemthinkinginfreshways.I’veparticipatedinquiteafewof

3、thesesessionswithavarietyofwarmupexercisessomeofwhichreallygotusenergized.OneexerciseIrememberwithgreatclarityuseoccasionallyinmycurrentwkinvolvedaskingpeopletodescribesomeoneusingafictionalmoviestybookacterasastartingpo

4、int.FexamplethewomanIsawinatrendystemademethinkabouthowScarlettO’HarafromGonewiththeWindwouldbehaveifshelivedinBeverlyHillscirca2008.howtheCFOoftheguy’scompanykindofremindedmeofCaptainAhabthefanaticalwhalingcaptaininMoby

5、Dick.howthekidwhohelpedmeinthevideostecould’vebeenCosmoKramer’syoungerbrother.Thesementalcalisthenicsweremeanttogetthewkshopparticipantstoflextheirimaginationsstretchtheirbrainstothinkinwaystheyweren’tnecessarilyusedto.D

6、escribingapersoninawaythatmakesitpossibletoimagineMissScarlettcavtingamongtheshopsonRodeoDrive—reactingtothepaparazzitakingonParisHilton—issomuchmeevocativethanusingafewsimpleadjectives.Unlikemanyotherwarmupexercisesinth

7、ewkshopsI’veattendedovertheyearsthisonestuck.I’mgladitdid.Notjustbecauseitisanengagingwaytoopenameetingbutbecauseitisaperfectexercisefanyganizationresponsiblefbuildingabrinthedigitalarena.Themarketplacetodayisdemocratici

8、t’sclamousit’spersonal.Anyonewithadigitaldeviceamplebatterypowercanengageinaconversationwithanyoneelsewhocarestoengage.Theycanblogemailtextvoicetheiropiniontoanyonewho’swillingtolistengetaresponsewithinseconds.Weexpresso

9、urdeepestfeelingsonlineourmostardentconcernsourgreatestjoys.Digitaltechnologyfosterscommunication.Weusethesetoolstointeractonetoone.Theyarebynaturerelationshipidentitybuilders.Assuchwecanexpressouridentitiesbuildvirtualr

10、elationshipswithpeoplefromaroundthewld.Wecanbecomeactiveparticipantsinallstsofvirtualcommunities.Entitiesthatonceevokedlittlenopersonalitymustnowdefineexpressdistinctactertraitsindertobecrediblemembersofsociety.ThisJohns

11、on&Johnsonvoiceisavitalfactindifferentiatingourbrontheemotionallevelonwhichwecompete.Ourbrmustbeperceivedasgenuinelyempathetictomothers.We’rechampionsfmomswhilethiscomesacrossinthefunctionalityofourproducts—thelotionsthe

12、oilspowders—it’scriticalthatitcomeacrossonahigherlevel.Wewantmotherstotrustustoknowwearetheretoencouragesupptthem.It’sessentialtoourbrcredibilitythatitsvoiceitspersonalitycomeacrossateverypointoftouch.Thismeansit’sessent

13、ialthatanyonewhowkswiththebrunderststhevoiceinternalizesitexpressesitinthebring.Johnson&Johnsonbabyproductsareintroducedintoparents’livesatapointintimewhentheyareveryconfused.Havingababydoeschangeeverything.It’satransfmi

14、ngexperience.Allofasuddenalittlebaldbundlehastakenoverthehouse.Daynightnightdaythistinyvulnerablepersondemsfulltimeattention.AmongtherelevantlydifferentiatingfactscontributingtoJohnson&Johnson’ssuccessisthatitsbrispercei

15、vedasasupptivecompassionatechampionfparentsatthislifealteringtime.thisacterizationisexpressedconsistentlywhereverparentstouchthebr.BridgetteexplainedthatshetheteamshewkswithatLoweliketodescribethisbraspersonasastofa“doul

16、a”aknowledgeableexperiencedcaregiverwhoprovidesphysicalemotionalsupptencouragementtoparentsbefeduringafterachild’sbirth.It’sthewarmvoicesupptivepersonalityofthisdoulathatresidesinJohnson&Johnson’sbring.“Weseeourbrasthedo

17、ulainthedle.Herpresencecomesthroughinallofourbring.TheJohnson&Johnsonbrfacilitatesthebondbetweenmotherchild”Bridgettetoldme.“Ourbrisnotthestarbutratherit’stheretohelpfostertheemotionalconnectionbetweenparentstheirchildre

18、n.Inouradvertisingonourwebsitewealwaysshowpicturesofmothersbabies.Thebabyisneverpicturedaloneasinsomebabyproductadvertising.Theproductisneverthehero.It’salwaysabouttherelationshipbetweenthemotherherchild.Ourbristheretohe

19、lpsmooththeprocessofthisrelationship.”WithsomanypeopleresponsiblefJohnson&Johnson’sbringBridgetteexplainedthatitwasabsolutelynecessarytodefinethebrvoiceasdistinctlyaspossiblesothatall“voicepoints”assheputitcometogetheras

20、oneperson.OneexercisetheteamusedtoarticulatethisvoiceisakintotheoldtelevisionshowNamethatTuneinwhichcontestantscompetedagainsteachothertonameasongbasedonthefewestnumberofopeningnotesplayed.ThewaytheJohnson&Johnsonteamcon

21、structedtheirexercisewastoseehowfewwdscatchphrasesitwouldtaketotelegraphicallyconveyitsbr’spersonalityhowquicklythegreatestnumberofpeoplecouldpickuponit.Anexampleofthecatchphrasestheteamusedinitsvoiceexercisewas“nometear

22、s”“generationsoftrust”“youme.”Iwasabletonamethattuneallitsinherentemotionalassociationsafterjustthefirsttwo.AnotherexerciseJohnson&Johnsonhasbeenusingtoensurethatallbringmembersareonboardwithitsbrvoiceissomethingthecompa