{"id":225,"date":"2024-02-27T09:37:24","date_gmt":"2024-02-27T02:37:24","guid":{"rendered":"https:\/\/minimalmarketing.com\/?p=225"},"modified":"2024-03-01T11:13:38","modified_gmt":"2024-03-01T04:13:38","slug":"deep-dive-18-brand-experience-noi-cam-xuc-de-lai-dau-an-kho-phai-hon-loi-noi","status":"publish","type":"post","link":"https:\/\/minimalmarketing.com\/index.php\/vi\/2024\/02\/27\/deep-dive-18-brand-experience-noi-cam-xuc-de-lai-dau-an-kho-phai-hon-loi-noi\/","title":{"rendered":"Deep Dive #18: Brand Experience \u2013 N\u01a1i c\u1ea3m x\u00fac \u0111\u1ec3 l\u1ea1i d\u1ea5u \u1ea5n kh\u00f3 phai h\u01a1n l\u1eddi n\u00f3i?"},"content":{"rendered":"\n<p>Ng\u00e0y nay, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111ang \u0111\u1ed1i m\u1eb7t v\u1edbi th\u00e1ch th\u1ee9c khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 qu\u00e1 nhi\u1ec1u s\u1ef1 l\u1ef1a ch\u1ecdn, c\u00f9ng v\u1edbi chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i ng\u00e0y c\u00e0ng cao. Nh\u01b0 v\u1eady, \u0111\u00e2u l\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n, c\u0169ng nh\u01b0 d\u1ef1 \u0111o\u00e1n h\u00e0nh vi ti\u1ebfp theo c\u1ee7a kh\u00e1ch h\u00e0ng?<\/p>\n\n\n\n<p>H\u00e3y c\u00f9ng Brands Vietnam g\u1eb7p l\u1ea1i anh&nbsp;Nguy\u1ec5n H\u1ea3i Minh, CEO c\u1ee7a Wisdom Agency v\u00e0 \u0110\u1ea1i di\u1ec7n Truy\u1ec1n th\u00f4ng c\u1ee7a Landor &amp; Fitch t\u1ea1i Vi\u1ec7t Nam, \u0111\u1ec3 t\u00ecm hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 ch\u1ee7 \u0111\u1ec1 n\u00e0y.<\/p>\n\n\n\n<p><em><a href=\"https:\/\/www.brandsvietnam.com\/keyword\/1381-Deep-Dive\">Deep Dive<\/a>&nbsp;l\u00e0 series ph\u1ecfng v\u1ea5n \u0111\u00e0o s\u00e2u v\u00e0o nh\u1eefng quy\u1ebft \u0111\u1ecbnh, ch\u1ee7 \u0111\u1ec1, s\u1ef1 ki\u1ec7n \u0111\u00e1ng ch\u00fa \u00fd trong x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, marketing, qu\u1ea3ng c\u00e1o &amp; truy\u1ec1n th\u00f4ng.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-spotify wp-block-embed-spotify wp-embed-aspect-21-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Spotify Embed: Deep Dive #18: Brand Experience \u2013 N\u01a1i c\u1ea3m x\u00fac \u0111\u1ec3 l\u1ea1i d\u1ea5u \u1ea5n kh\u00f3 phai h\u01a1n l\u1eddi n\u00f3i?\" style=\"border-radius: 12px\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/1EZknztCe0OdPFgh7O5pbR?go=1&#038;sp_cid=a1f29106ae4d05f1d065072d4d1c8776&#038;utm_source=oembed&#038;utm_medium=desktop&#038;nd=1\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0110\u1ea7u ti\u00ean, anh c\u00f3 th\u1ec3 chia s\u1ebb kh\u00e1i qu\u00e1t v\u1ec1 xu h\u01b0\u1edbng thi\u1ebft k\u1ebf chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n nay \u0111\u01b0\u1ee3c kh\u00f4ng?<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Kh\u00e1i ni\u1ec7m v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u00f3 nhi\u1ec1u thay \u0111\u1ed5i qua c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nhau.<\/p>\n\n\n\n<p>Ban \u0111\u1ea7u, th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c xem l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m m\u1edbi so v\u1edbi c\u00e1c thu\u1eadt ng\u1eef kh\u00e1c nh\u01b0 ti\u1ebfp th\u1ecb ho\u1eb7c qu\u1ea3n tr\u1ecb kinh doanh n\u00f3i chung. \u0110\u1ecbnh ngh\u0129a v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u ch\u1ec9 \u0111\u01a1n gi\u1ea3n d\u1eebng l\u1ea1i \u1edf nh\u1eadn di\u1ec7n h\u00ecnh \u1ea3nh nh\u01b0 logo, bao b\u00ec, nh\u00e3n m\u00e1c\u2026<\/p>\n\n\n\n<p>Hi\u1ec7n nay, khi \u0111\u1ec1 c\u1eadp \u0111\u1ebfn s\u1ea3n ph\u1ea9m, ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng \u0111\u1ec1 c\u1eadp \u0111\u1ebfn nh\u1eefng gi\u00e1 tr\u1ecb l\u00fd t\u00ednh, ch\u1eb3ng h\u1ea1n nh\u01b0 s\u1ef1 b\u1ec1n b\u1ec9, t\u1ed1c \u0111\u1ed9, ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 v\u1ebb \u0111\u1eb9p c\u1ee7a s\u1ea3n ph\u1ea9m; c\u00f2n khi n\u00f3i v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, h\u1ecd th\u01b0\u1eddng nh\u1eafc \u0111\u1ebfn c\u00e1c gi\u00e1 tr\u1ecb li\u00ean quan \u0111\u1ebfn c\u1ea3m x\u00fac nhi\u1ec1u h\u01a1n.<\/p>\n\n\n\n<p><em>V\u00ed d\u1ee5, trong c\u00e1c cu\u1ed9c th\u1eed nghi\u1ec7m \u201cblind test\u201d gi\u1eefa c\u00e1c s\u1ea3n ph\u1ea9m n\u01b0\u1edbc gi\u1ea3i kh\u00e1t, ng\u01b0\u1eddi tham gia kh\u00f4ng bi\u1ebft ch\u00ednh x\u00e1c s\u1ea3n ph\u1ea9m m\u00ecnh \u0111ang d\u00f9ng, t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 \u0111\u01b0a ra \u0111\u00e1nh gi\u00e1 r\u1eb1ng Coca-Cola kh\u00f4ng ngon b\u1eb1ng Pepsi. Nh\u01b0ng khi bi\u1ebft r\u1eb1ng \u0111\u00f3 l\u00e0 th\u01b0\u01a1ng hi\u1ec7u Coca-Cola, h\u1ecd c\u00f3 xu h\u01b0\u1edbng \u01b0a chu\u1ed9ng Coca-Cola h\u01a1n Pepsi.<\/em><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"667\" src=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/5d83ad5e5171b3c656793b02_Pepsi-Challenge-Bourbon-01a-1.jpg\" alt=\"\" class=\"wp-image-227\" srcset=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/5d83ad5e5171b3c656793b02_Pepsi-Challenge-Bourbon-01a-1.jpg 1000w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/5d83ad5e5171b3c656793b02_Pepsi-Challenge-Bourbon-01a-1-300x200.jpg 300w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/5d83ad5e5171b3c656793b02_Pepsi-Challenge-Bourbon-01a-1-768x512.jpg 768w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/5d83ad5e5171b3c656793b02_Pepsi-Challenge-Bourbon-01a-1-150x100.jpg 150w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/5d83ad5e5171b3c656793b02_Pepsi-Challenge-Bourbon-01a-1-696x464.jpg 696w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption class=\"wp-element-caption\">Ngu\u1ed3n: Breaking Bourbon<\/figcaption><\/figure>\n<\/div>\n\n\n<p>Nh\u01b0 v\u1eady, theo th\u1eddi gian, ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eadn ra r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh m\u00e0 c\u00f2n l\u00e0 nh\u1eefng gi\u00e1 tr\u1ecb v\u00f4 h\u00ecnh, mang t\u00ednh c\u1ea3m x\u00fac. Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 th\u1ee9 m\u00e0 kh\u00e1ch h\u00e0ng nh\u00ecn th\u1ea5y m\u00e0 c\u00f2n l\u00e0 th\u1ee9 m\u00e0 h\u1ecd c\u1ea3m nh\u1eadn.<\/p>\n\n\n\n<p>\u1ede m\u1ed9t qu\u1ed1c gia \u0111ang ph\u00e1t tri\u1ec3n nh\u01b0 Vi\u1ec7t Nam, ng\u01b0\u1eddi d\u00e2n \u0111ang t\u00ecm ki\u1ebfm s\u1ef1 c\u1ea3i thi\u1ec7n trong nhi\u1ec1u kh\u00eda c\u1ea1nh c\u1ee7a \u0111\u1eddi s\u1ed1ng, t\u1eeb v\u1eadt ch\u1ea5t \u0111\u1ebfn tinh th\u1ea7n. T\u01b0\u01a1ng t\u1ef1, n\u1ec1n kinh t\u1ebf c\u0169ng \u0111\u00e3 v\u00e0 \u0111ang \u0111i qua nh\u1eefng giai \u0111o\u1ea1n ph\u00e1t tri\u1ec3n t\u01b0\u01a1ng \u1ee9ng.<\/p>\n\n\n\n<p>Giai \u0111o\u1ea1n \u0111\u1ea7u ti\u00ean t\u1eadp trung v\u00e0o vi\u1ec7c s\u1ea3n xu\u1ea5t h\u00e0ng h\u00f3a v\u1edbi quy m\u00f4 l\u1edbn, ch\u00fa tr\u1ecdng v\u00e0o s\u1ea3n l\u01b0\u1ee3ng. D\u1ea7n d\u1ea7n, s\u1ef1 ch\u00fa \u00fd d\u1ecbch chuy\u1ec3n sang ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a s\u1ea3n ph\u1ea9m. Sau \u0111\u00f3 l\u00e0 ti\u1ebfp th\u1ecb v\u00e0 b\u00e1n h\u00e0ng \u2013 khi s\u1ea3n ph\u1ea9m \u0111\u00e3 \u0111\u01b0\u1ee3c c\u1ea3i thi\u1ec7n v\u00e0 c\u1ea7n \u0111\u01b0a ra th\u1ecb tr\u01b0\u1eddng m\u1ed9t c\u00e1ch th\u00f4ng minh h\u01a1n \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng. Ti\u1ebfp theo l\u00e0 giai \u0111o\u1ea1n c\u1ee7a d\u1ecbch v\u1ee5 \u2013 \u0111\u00f2i h\u1ecfi ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng v\u00e0 x\u00e2y d\u1ef1ng h\u1ec7 sinh th\u00e1i \u0111\u1ec3 gi\u1eef ch\u00e2n h\u1ecd, \u0111\u1ed3ng th\u1eddi ng\u0103n h\u1ecd chuy\u1ec3n sang c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 kh\u00e1c. Apple l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh cho m\u00f4 h\u00ecnh n\u00e0y.<\/p>\n\n\n\n<p>C\u00f2n theo t\u00f4i hi\u1ec7n nay l\u00e0 th\u1eddi k\u1ef3 c\u1ee7a \u201cN\u1ec1n kinh t\u1ebf 5.0\u201d \u2013 n\u01a1i tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng l\u00e0 trung t\u00e2m.<\/p>\n\n\n\n<p>V\u00ec th\u1ebf, kh\u00e1i ni\u1ec7m \u201ctr\u1ea3i nghi\u1ec7m\u201d (experience) tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn h\u01a1n, \u0111\u1eb7c bi\u1ec7t trong l\u0129nh v\u1ef1c s\u1ed1 h\u00f3a. Ng\u01b0\u1eddi ta n\u00f3i v\u1ec1 UX\/UI (Tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng\/ Giao di\u1ec7n ng\u01b0\u1eddi d\u00f9ng) v\u00e0 m\u1edf r\u1ed9ng c\u1ea3 v\u1ec1 tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng (CX \u2013 Customer Experience). \u0110i\u1ec1u n\u00e0y \u0111\u00e3 th\u00fac \u0111\u1ea9y c\u00e1c agency \u0111i\u1ec1u ch\u1ec9nh v\u00e0 m\u1edf r\u1ed9ng d\u1ea3i d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh, t\u1eeb vi\u1ec7c t\u1eadp trung v\u00e0o th\u1ecb gi\u00e1c (brand identity) sang vi\u1ec7c t\u01b0 v\u1ea5n v\u1ec1 tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u t\u1ed5ng th\u1ec3 tr\u00ean m\u1ecdi \u0111i\u1ec3m ti\u1ebfp x\u00fac v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<p>Xu th\u1ebf n\u00e0y cho th\u1ea5y nhi\u1ec1u ti\u1ec1m n\u0103ng trong vi\u1ec7c ph\u00e1t tri\u1ec3n tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u, nh\u01b0ng t\u1ea1i th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam, v\u1eabn c\u00f2n s\u1ef1 ch\u00eanh l\u1ec7ch v\u00e0 \u0111\u1ed9 tr\u1ec5 so v\u1edbi c\u00e1c th\u1ecb tr\u01b0\u1eddng qu\u1ed1c t\u1ebf. \u0110a s\u1ed1 c\u00e1c d\u1ef1 \u00e1n v\u1eabn t\u1eadp trung v\u00e0o nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng thay v\u00ec \u0111\u1ecbnh h\u00ecnh v\u00e0 khai th\u00e1c nh\u1eefng nhu c\u1ea7u ti\u1ec1m \u1ea9n m\u00e0 kh\u00e1ch h\u00e0ng ch\u01b0a nh\u1eadn th\u1ee9c.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Client v\u00e0 Brand Agency c\u00f3 th\u1ec3 l\u00e0m g\u00ec \u0111\u1ec3 t\u1ea1o \u0111\u01b0\u1ee3c Brand Experience hi\u1ec7u qu\u1ea3, \u1ea5n t\u01b0\u1ee3ng?<\/strong><\/li>\n<\/ul>\n\n\n\n<p>T\u00f4i tin r\u1eb1ng sau khi s\u1ea3n ph\u1ea9m ho\u00e0n thi\u1ec7n, th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n quay l\u1ea1i t\u1eadp trung v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng t\u1ed5ng th\u1ec3, ph\u00e2n t\u00e1ch m\u00e0 k\u1ebft h\u1ee3p c\u1ea3 y\u1ebfu t\u1ed1 \u201cProduct\u201d v\u00e0 \u201cBrand\u201d. \u201cProduct\u201d t\u1eadp trung v\u00e0o m\u1eb7t l\u00fd t\u00ednh, trong khi \u201cBrand\u201d t\u1ea1o ra c\u1ea3m x\u00fac cho kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<p>Tr\u01b0\u1edbc \u0111\u00e2y, ta th\u01b0\u1eddng ngh\u0129 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 vi\u1ec7c c\u00f3 m\u1ed9t b\u1ed9 nh\u1eadn di\u1ec7n, m\u1ed9t logo v\u00e0 bao b\u00ec \u0111\u1eb9p. Tuy nhi\u00ean, hi\u1ec7n nay, t\u00f4i cho r\u1eb1ng gi\u00e1 tr\u1ecb th\u1ef1c s\u1ef1 c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u n\u1eb1m b\u00ean trong, kh\u00f4ng ch\u1ec9 l\u00e0 v\u1ebb ngo\u1ea1i h\u00ecnh. V\u00ec v\u1eady,\u00a0<strong>doanh nghi\u1ec7p nghi\u00eam t\u00fac v\u1ec1 vi\u1ec7c x\u00e2y d\u1ef1ng\u00a0chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n nghi\u00eam t\u00fac ch\u00fa tr\u1ecdng v\u00e0o\u00a0tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng b\u1eb1ng vi\u1ec7c\u00a0x\u00e2y d\u1ef1ng m\u1ed9t n\u1ec1n t\u1ea3ng\u00a0chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u\u00a0r\u00f5 r\u00e0ng\u00a0v\u00e0\u00a0m\u00f4 h\u00ecnh tr\u1ea3i nghi\u1ec7m t\u01b0\u01a1ng \u1ee9ng.<\/strong><\/p>\n\n\n\n<p>N\u1ec1n t\u1ea3ng th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n tr\u1ea3 l\u1eddi nh\u1eefng c\u00e2u h\u1ecfi c\u1ed1t l\u00f5i nh\u01b0:\u00a0<em>\u201c\u0110\u1ecbnh v\u1ecb gi\u00e1 tr\u1ecb c\u1ee7a ch\u00fang t\u00f4i l\u00e0 g\u00ec?\u201d, \u201cS\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 ch\u00fang t\u00f4i mang \u0111\u1ebfn nh\u1eefng gi\u00e1 tr\u1ecb g\u00ec?\u201d, \u201cNi\u1ec1m tin kh\u00e1c bi\u1ec7t c\u1ee7a ch\u00fang t\u00f4i l\u00e0 g\u00ec?\u201d<\/em>.\u00a0Sau \u0111\u00f3, c\u1ea7n x\u00e2y d\u1ef1ng nh\u1eefng \u00fd t\u01b0\u1edfng l\u1edbn, nh\u01b0 m\u1ee5c ti\u00eau c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, s\u1ee9 m\u1ec7nh v\u00e0 ni\u1ec1m tin \u0111\u1ed9c \u0111\u00e1o.<\/p>\n\n\n\n<p>T\u00f4i \u0111\u1eb7c bi\u1ec7t quan t\u00e2m \u0111\u1ebfn vi\u1ec7c x\u00e1c \u0111\u1ecbnh ni\u1ec1m tin \u0111\u1ed9c \u0111\u00e1o, ch\u1eb3ng h\u1ea1n nh\u01b0 c\u00e1ch Nike v\u00e0 adidas \u0111\u00e3 \u0111\u00e1nh \u0111\u1ed5 ni\u1ec1m tin truy\u1ec1n th\u1ed1ng v\u1ec1 vi\u1ec7c th\u1ec3 thao th\u00e0nh t\u00edch cao ch\u1ec9 d\u00e0nh cho c\u00e1c v\u1eadn \u0111\u1ed9ng vi\u00ean chuy\u00ean nghi\u1ec7p. H\u1ecd tin r\u1eb1ng t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u c\u00f3 kh\u1ea3 n\u0103ng \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh t\u00edch cao. T\u01b0\u01a1ng t\u1ef1, Dove \u0111\u00e3 lan t\u1ecfa th\u00f4ng \u0111i\u1ec7p r\u1eb1ng m\u1ed7i ng\u01b0\u1eddi \u0111\u1ec1u tr\u00e0n \u0111\u1ea7y v\u1ebb \u0111\u1eb9p theo c\u00e1ch ri\u00eang c\u1ee7a m\u00ecnh.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"739\" height=\"493\" src=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/screen-shot-2018-11-26-at-7-00-18-pm-1.webp\" alt=\"\" class=\"wp-image-228\" style=\"width:950px;height:auto\" srcset=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/screen-shot-2018-11-26-at-7-00-18-pm-1.webp 739w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/screen-shot-2018-11-26-at-7-00-18-pm-1-300x200.webp 300w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/screen-shot-2018-11-26-at-7-00-18-pm-1-150x100.webp 150w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/screen-shot-2018-11-26-at-7-00-18-pm-1-696x464.webp 696w\" sizes=\"auto, (max-width: 739px) 100vw, 739px\" \/><figcaption class=\"wp-element-caption\">Ngu\u1ed3n: Pinterest<\/figcaption><\/figure>\n<\/div>\n\n\n<p>M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i \u0111\u1ea1i di\u1ec7n cho ni\u1ec1m tin \u0111\u1ed9c \u0111\u00e1o. X\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c ni\u1ec1m tin n\u00e0y s\u1ebd t\u1ea1o ra m\u1ed9t c\u00e2u chuy\u1ec7n truy\u1ec1n c\u1ea3m h\u1ee9ng, t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 chia s\u1ebb tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng v\u00e0 truy\u1ec1n \u0111\u1ea1t \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Qu\u00e1 tr\u00ecnh truy\u1ec1n \u0111\u1ea1t c\u00e2u chuy\u1ec7n n\u00e0y \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 ph\u1ea7n\u00a0<strong>n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng hi\u1ec7u <\/strong>\u2013\u00a0nh\u1eefng y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i kh\u00f4ng th\u1ec3 thi\u1ebfu \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. N\u1ec1n t\u1ea3ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c v\u00ed nh\u01b0 ch\u1ea5t th\u01a1, l\u00e0 gia v\u1ecb \u0111\u1ec3 s\u1ea3n ph\u1ea9m n\u00f3 tr\u1edf n\u00ean d\u1ec5 ti\u00eau th\u1ee5 h\u01a1n.<\/p>\n\n\n\n<p>Sau khi \u0111\u00e3 x\u00e1c \u0111\u1ecbnh n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng hi\u1ec7u, c\u00f3 hai m\u00f4 h\u00ecnh t\u00f4i mu\u1ed1n \u0111\u1ec1 c\u1eadp \u0111\u1ec3 x\u00e2y d\u1ef1ng tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3. M\u00f4 h\u00ecnh \u0111\u1ea7u ti\u00ean l\u00e0\u00a0\u201c<strong>Brand Behavior<\/strong>\u201d\u00a0v\u00e0 m\u00f4 h\u00ecnh th\u1ee9 hai l\u00e0\u00a0\u201c<strong>Brand Signature<\/strong>\u201d.<\/p>\n\n\n\n<p>\u201c<strong>Brand Behavior<\/strong>\u201d\u00a0t\u1eadp trung v\u00e0o nh\u1eefng g\u00ec th\u01b0\u01a1ng hi\u1ec7u l\u00e0m (What you do?), nh\u1eefng g\u00ec th\u01b0\u01a1ng hi\u1ec7u n\u00f3i (What you say?) v\u00e0 nh\u1eefng gi\u1ea5c m\u01a1, t\u1ea7m nh\u00ecn c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u (What was your dream?). M\u00f4 h\u00ecnh n\u00e0y th\u00edch h\u1ee3p cho c\u00e1c ng\u00e0nh c\u00f3 xu h\u01b0\u1edbng d\u00e0i h\u1ea1n v\u00e0 t\u1eadp trung v\u00e0o s\u1ef1 h\u00e0i ho\u00e0 t\u1ed5ng th\u1ec3 nh\u01b0 gi\u00e1o d\u1ee5c, b\u1ea5t \u0111\u1ed9ng s\u1ea3n ho\u1eb7c h\u00e0ng ti\u00eau d\u00f9ng.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Brand-Behavior-Model_1697075588-1-1024x576.jpg\" alt=\"\" class=\"wp-image-229\" srcset=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Brand-Behavior-Model_1697075588-1-1024x576.jpg 1024w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Brand-Behavior-Model_1697075588-1-300x169.jpg 300w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Brand-Behavior-Model_1697075588-1-768x432.jpg 768w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Brand-Behavior-Model_1697075588-1-150x84.jpg 150w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Brand-Behavior-Model_1697075588-1-696x392.jpg 696w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Brand-Behavior-Model_1697075588-1-1068x601.jpg 1068w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Brand-Behavior-Model_1697075588-1.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">\u201cBrand Behavior\u201d t\u1eadp trung v\u00e0o nh\u1eefng g\u00ec th\u01b0\u01a1ng hi\u1ec7u l\u00e0m, nh\u1eefng g\u00ec th\u01b0\u01a1ng hi\u1ec7u n\u00f3i v\u00e0 nh\u1eefng gi\u1ea5c m\u01a1, t\u1ea7m nh\u00ecn c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<br>Ngu\u1ed3n: Landor &amp; Fitch<\/figcaption><\/figure>\n<\/div>\n\n\n<p><strong>\u201cBrand Signature\u201d<\/strong>\u00a0t\u1eadp trung v\u00e0o tr\u1ea3i nghi\u1ec7m c\u1ea3m x\u00fac v\u00e0 gi\u00e1c quan c\u1ee7a kh\u00e1ch h\u00e0ng. N\u00f3 bao g\u1ed3m c\u00e1ch kh\u00e1ch h\u00e0ng nh\u00ecn, nghe, ng\u1eedi, v\u00e0 ch\u1ea1m v\u00e0o th\u01b0\u01a1ng hi\u1ec7u. N\u00f3 c\u0169ng \u0111\u00e1nh gi\u00e1 c\u00e1ch kh\u00e1ch h\u00e0ng ngh\u0129, h\u00e0nh \u0111\u1ed9ng v\u00e0 n\u00f3i v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. \u0110\u1eb7c bi\u1ec7t l\u00e0 t\u1ea1o ra m\u1ed9t \u201c\u1ea5n t\u01b0\u1ee3ng c\u1ea3m x\u00fac\u201d trong l\u00f2ng kh\u00e1ch h\u00e0ng, \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 \u201cEmotional Imprint\u201d. M\u00f4 h\u00ecnh n\u00e0y th\u00ec ng\u1eafn h\u1ea1n, tr\u1ef1c quan, sinh \u0111\u1ed9ng h\u01a1n cho nh\u1eefng tr\u1ea3i nghi\u1ec7m c\u1eadn di\u1ec7n.<\/p>\n\n\n\n<p>T\u00f4i tin r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u n\u00ean t\u1ea1o ra m\u1ed9t \u1ea5n t\u01b0\u1ee3ng m\u1ea1nh m\u1ebd trong l\u00f2ng kh\u00e1ch h\u00e0ng, b\u1edfi v\u00ec h\u1ecd th\u01b0\u1eddng nh\u1edb c\u1ea3m x\u00fac m\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 l\u1ea1i cho h\u1ecd h\u01a1n l\u00e0 s\u1ea3n ph\u1ea9m ho\u1eb7c l\u1eddi n\u00f3i.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-1_1697013608-1024x576.jpeg\" alt=\"\" class=\"wp-image-230\" srcset=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-1_1697013608-1024x576.jpeg 1024w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-1_1697013608-300x169.jpeg 300w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-1_1697013608-768x432.jpeg 768w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-1_1697013608-150x84.jpeg 150w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-1_1697013608-696x392.jpeg 696w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-1_1697013608-1068x601.jpeg 1068w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-1_1697013608.jpeg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">\u201cBrand Signature\u201d t\u1eadp trung v\u00e0o tr\u1ea3i nghi\u1ec7m c\u1ea3m x\u00fac v\u00e0 gi\u00e1c quan c\u1ee7a kh\u00e1ch h\u00e0ng.<br>Ngu\u1ed3n: Landor &amp; Fitch<\/figcaption><\/figure>\n<\/div>\n\n\n<p>T\u00f3m l\u1ea1i, \u0111\u1ec3 t\u1ea1o tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u \u1ea5n t\u01b0\u1ee3ng, doanh nghi\u1ec7p v\u00e0 Agency c\u1ea7n b\u1eaft \u0111\u1ea7u t\u1eeb vi\u1ec7c x\u00e1c \u0111\u1ecbnh m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 n\u1ec1n t\u1ea3ng r\u00f5 r\u00e0ng, sau \u0111\u00f3 x\u00e2y d\u1ef1ng c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c \u0111\u00e1o. T\u1eeb \u0111\u00f3, h\u1ecd c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng m\u00f4 h\u00ecnh \u201cBrand Behavior\u201d ho\u1eb7c \u201cBrand Signature\u201d, ho\u1eb7c t\u1ed1t nh\u1ea5t l\u00e0 c\u1ea3 hai \u0111\u1ec3 t\u1ea1o ra m\u1ed9t tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 l\u01b0u l\u1ea1i d\u1ea5u \u1ea5n trong l\u00f2ng kh\u00e1ch h\u00e0ng l\u00e2u d\u00e0i.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Anh h\u00e3y chia s\u1ebb m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 \u0111\u1ec3 minh h\u1ecda cho m\u00f4 h\u00ecnh Brand Signature?<\/strong><\/li>\n<\/ul>\n\n\n\n<p>T\u00f4i mu\u1ed1n chia s\u1ebb m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 \u0111\u1ec3 minh h\u1ecda cho m\u00f4 h\u00ecnh Brand Signature. Hi\u1ec7n nay, vi\u1ec7c qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 thay \u0111\u1ed5i v\u00e0 t\u1eadp trung h\u01a1n v\u00e0o tr\u1ea3i nghi\u1ec7m gi\u00e1c quan ng\u1eafn h\u1ea1n. C\u00e1c c\u00f4ng ty v\u00e0 agency to\u00e0n c\u1ea7u \u0111ang ti\u1ebfp c\u1eadn theo h\u01b0\u1edbng n\u00e0y. \u1ede Vi\u1ec7t Nam, th\u1eddi gian t\u1edbi s\u1ebd c\u00f3 th\u00eam nhi\u1ec1u \u0111\u01a1n v\u1ecb ph\u00e1t tri\u1ec3n m\u1ea3ng d\u1ecbch v\u1ee5 n\u00e0y.<\/p>\n\n\n\n<p><em>V\u00ed d\u1ee5 \u0111\u1ea7u ti\u00ean l\u00e0 v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u KitKat. D\u00f9 n\u00f3i v\u1ec1 k\u1eb9o, th\u00ec t\u1ea5t c\u1ea3 c\u00e1c k\u1eb9o c\u00f3 th\u1ec3 tr\u00f4ng gi\u1ed1ng nhau. Tuy nhi\u00ean, KitKat \u0111\u00e3 x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c \u0111\u00e1o b\u1eb1ng c\u00e1ch t\u1ea1o ra C\u00e2u kh\u1ea9u hi\u1ec7u\u00a0<strong>\u201cTake a Break\u201d<\/strong>,\u00a0t\u1ee9c l\u00e0\u00a0<strong>\u201cT\u1ea1m ngh\u1ec9 ch\u00fat \u0111i\u201d<\/strong>.\u00a0C\u00e2u kh\u1ea9u hi\u1ec7u n\u00e0y xu\u1ea5t ph\u00e1t t\u1eeb \u00dd t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u c\u1ed1t l\u00f5i l\u00e0\u00a0<strong>\u201cPutting a smile in your break\u201d<\/strong>,\u00a0ngh\u0129a l\u00e0 h\u00e3y th\u00eam m\u1ed9t n\u1ee5 c\u01b0\u1eddi v\u00e0o th\u1eddi gian ngh\u1ec9 c\u1ee7a b\u1ea1n.<\/em><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"431\" src=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-6_1697014758-1-1024x431.webp\" alt=\"\" class=\"wp-image-231\" srcset=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-6_1697014758-1-1024x431.webp 1024w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-6_1697014758-1-300x126.webp 300w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-6_1697014758-1-768x323.webp 768w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-6_1697014758-1-150x63.webp 150w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-6_1697014758-1-696x293.webp 696w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-6_1697014758-1-1068x450.webp 1068w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-6_1697014758-1.webp 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Ngu\u1ed3n: Landor &amp; Fitch<\/figcaption><\/figure>\n<\/div>\n\n\n<p>\u0110i\u1ec1u th\u00fa v\u1ecb \u1edf \u0111\u00e2y l\u00e0 c\u1ee5m t\u1eeb \u201cTake a Break\u201d kh\u00f4ng ch\u1ec9 c\u00f3 ngh\u0129a l\u00e0 t\u1ea1m ngh\u1ec9 m\u00e0 c\u00f2n c\u00f3 th\u1ec3 hi\u1ec3u th\u00e0nh \u201cb\u1ebb m\u1ed9t c\u00e1i\u201d trong ti\u1ebfng Anh. \u0110i\u1ec1u n\u00e0y ph\u1ea3n \u00e1nh tr\u00ean s\u1ea3n ph\u1ea9m KitKat, m\u1ed9t thanh k\u1eb9o c\u00f3 th\u1ec3 b\u1ebb ra th\u00e0nh nhi\u1ec1u ph\u1ea7n.<\/p>\n\n\n\n<p>T\u1eeb \u0111\u00f3, KitKat \u0111\u00e3 x\u00e1c \u0111\u1ecbnh b\u1ed1n y\u1ebfu t\u1ed1 gi\u00e1c quan c\u1ee5 th\u1ec3, bao g\u1ed3m nh\u00ecn, nghe, \u0111\u1ecdc v\u00e0 l\u00e0m, \u0111\u1ec3 th\u1ec3 hi\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Nh\u00ecn (See):<\/strong>\u00a0KitKat \u0111\u1ecbnh ngh\u0129a ph\u1ea7n n\u00e0y l\u00e0 \u201cAlways inspiring and always new\u201d, t\u1ee9c lu\u00f4n \u0111\u1ea7y c\u1ea3m h\u1ee9ng v\u00e0 lu\u00f4n m\u1edbi m\u1ebb. H\u1ecd lu\u00f4n c\u1ed1 g\u1eafng l\u00e0m cho s\u1ea3n ph\u1ea9m v\u00e0 chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o c\u1ee7a h\u1ecd tr\u1edf n\u00ean m\u1edbi l\u1ea1 v\u00e0 \u0111\u1ea7y c\u1ea3m h\u1ee9ng.<\/li>\n\n\n\n<li><strong>Nghe (Hear):<\/strong>\u00a0KitKat \u0111\u00e3 thi\u1ebft l\u1eadp ba \u0111\u1eb7c t\u00ednh \u00e2m thanh cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd, \u0111\u00f3 l\u00e0 \u201cJoyful\u201d, \u201cConfident\u201d, v\u00e0 \u201cPlayful\u201d (Vui v\u1ebb, T\u1ef1 tin v\u00e0 Tinh ngh\u1ecbch); t\u1eeb \u0111\u00f3 t\u1ea1o nh\u1eefng giai \u0111i\u1ec7u \u0111\u1eb7c tr\u01b0ng \u0111\u1ec3 \u0111\u1ed3ng \u0111i\u1ec7u v\u1edbi th\u00f4ng \u0111i\u1ec7p c\u1ee7a Kitkat.<\/li>\n\n\n\n<li><strong>\u0110\u1ecdc (Read):<\/strong>\u00a0KitKat x\u00e1c \u0111\u1ecbnh v\u0103n phong c\u1ee7a h\u1ecd l\u00e0 \u201cPlayful Copilot\u201d (Ng\u01b0\u1eddi l\u00e1i ph\u1ee5 vui v\u1ebb). H\u1ecd lu\u00f4n vi\u1ebft theo c\u00e1ch m\u00e0 ng\u01b0\u1eddi \u0111\u1ecdc c\u1ea3m th\u1ea5y KitKat lu\u00f4n l\u00e0 ng\u01b0\u1eddi b\u1ea1n \u0111\u1ed3ng h\u00e0nh \u0111\u1ea7y vui v\u1ebb, s\u1eb5n s\u00e0ng h\u1ed7 tr\u1ee3 v\u00e0 lu\u00f4n tr\u00e0n \u0111\u1ea7y s\u00e1ng t\u1ea1o.<\/li>\n\n\n\n<li><strong>L\u00e0m (Do):<\/strong>\u00a0KitKat \u0111\u1eb7t ra kh\u1ea9u hi\u1ec7u \u201cPlay &amp; Break together\u201d (Vui ch\u01a1i v\u00e0 t\u1ea1m ngh\u1ec9 c\u00f9ng nhau). H\u1ecd th\u1ef1c hi\u1ec7n c\u00e1c ho\u1ea1t \u0111\u1ed9ng th\u1ef1c thi b\u1eb1ng c\u00e1ch t\u1ea1o ra c\u00e1c tr\u1ea3i nghi\u1ec7m \u0111\u1ed9c \u0111\u00e1o nh\u01b0 nh\u00e0 m\u00e1y KitKat Chocolatory, n\u01a1i kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 mua s\u1eafm s\u1ea3n ph\u1ea9m, th\u01b0\u1edfng th\u1ee9c b\u00e1nh k\u1eb9o v\u00e0 tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"894\" src=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-7_1697075760-1-1024x894.webp\" alt=\"\" class=\"wp-image-232\" srcset=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-7_1697075760-1-1024x894.webp 1024w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-7_1697075760-1-300x262.webp 300w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-7_1697075760-1-768x671.webp 768w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-7_1697075760-1-150x131.webp 150w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-7_1697075760-1-696x608.webp 696w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-7_1697075760-1-1068x933.webp 1068w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-7_1697075760-1.webp 1186w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">B\u1ed1n y\u1ebfu t\u1ed1 gi\u00e1c quan th\u1ec3 hi\u1ec7n th\u01b0\u01a1ng hi\u1ec7u KitKat.<br>Ngu\u1ed3n: Landor &amp; Fitch<\/figcaption><\/figure>\n<\/div>\n\n\n<p>\u0110\u1eb7c bi\u1ec7t, v\u1ec1 c\u1eeda h\u00e0ng tr\u1ea3i nghi\u1ec7m (Experience Store), th\u00f4ng th\u01b0\u1eddng, ng\u01b0\u1eddi ta ngh\u0129 \u0111\u1ebfn c\u00e1c c\u1eeda h\u00e0ng tr\u1ea3i nghi\u1ec7m trong ng\u00e0nh c\u00f4ng ngh\u1ec7 nh\u01b0 Samsung ho\u1eb7c Apple. Nh\u01b0ng KitKat \u0111\u00e3 \u0111\u01b0a kh\u00e1i ni\u1ec7m n\u00e0y ra kh\u1ecfi ng\u00e0nh c\u00f4ng ngh\u1ec7 v\u00e0 \u00e1p d\u1ee5ng n\u00f3 v\u00e0o ng\u00e0nh th\u1ef1c ph\u1ea9m. H\u1ecd \u0111\u00e3 t\u1ea1o ra KitKat Chocolatory, n\u01a1i kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 mua s\u1eafm s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n c\u00f3 tr\u1ea3i nghi\u1ec7m vui ch\u01a1i c\u00f9ng gia \u0111\u00ecnh v\u00e0 b\u1ea1n b\u00e8. H\u1ecd \u0111\u00e3 t\u1ea1o ra m\u1ed9t kh\u00f4ng gian tr\u1ea3i nghi\u1ec7m \u0111\u1ed9c \u0111\u00e1o d\u00e0nh ri\u00eang cho s\u1ea3n ph\u1ea9m KitKat, l\u00e0m cho tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng tr\u1edf n\u00ean th\u00fa v\u1ecb v\u00e0 g\u1eafn k\u1ebft m\u1ea1nh m\u1ebd v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/KITKAT_SP_1-1-1024x683.webp\" alt=\"\" class=\"wp-image-233\" srcset=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/KITKAT_SP_1-1-1024x683.webp 1024w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/KITKAT_SP_1-1-300x200.webp 300w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/KITKAT_SP_1-1-768x512.webp 768w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/KITKAT_SP_1-1-150x100.webp 150w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/KITKAT_SP_1-1-696x464.webp 696w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/KITKAT_SP_1-1-1068x712.webp 1068w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/KITKAT_SP_1-1.webp 1500w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">KitKat Chocolatory l\u00e0 n\u01a1i kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 mua s\u1eafm s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n c\u00f3 tr\u1ea3i nghi\u1ec7m vui ch\u01a1i c\u00f9ng gia \u0111\u00ecnh v\u00e0 b\u1ea1n b\u00e8.<br>Ngu\u1ed3n: Landor &amp; Fitch<\/figcaption><\/figure>\n<\/div>\n\n\n<p>B\u00ean c\u1ea1nh \u0111\u00f3, t\u00f4i c\u0169ng chia s\u1ebb m\u1ed9t v\u00ed d\u1ee5 kh\u00e1c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u caf\u00e9 \u2013 De\u2019Longhi \u2013 kh\u00f4ng ch\u1ec9 b\u00e1n cafe, m\u00e0 c\u00f2n cung c\u1ea5p cho kh\u00e1ch h\u00e0ng m\u1ed9t c\u1ea3m gi\u00e1c ho\u00e0n to\u00e0n m\u1edbi v\u1ec1 vi\u1ec7c th\u01b0\u1edfng th\u1ee9c caf\u00e9. C\u1ee5 th\u1ec3:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Nh\u00ecn (See):<\/strong>\u00a0De\u2019Longhi s\u1eed d\u1ee5ng thi\u1ebft k\u1ebf ki\u1ec3u \u00dd \u0111\u1eb9p m\u1eaft, t\u1ea1o s\u1ef1 quy\u1ebfn r\u0169 cho m\u1eaft kh\u00e1ch h\u00e0ng trong c\u1eeda h\u00e0ng c\u1ee7a h\u1ecd.<\/li>\n\n\n\n<li><strong>Nghe (Hear):<\/strong>\u00a0H\u1ecd t\u1ea1o ra nh\u1eefng \u00e2m thanh s\u1ed1ng \u0111\u1ed9ng v\u00e0 \u0111\u1eb7c tr\u01b0ng, t\u1eeb ti\u1ebfng n\u01b0\u1edbc s\u00f4i trong m\u00e1y pha cafe \u0111\u1ebfn ti\u1ebfng n\u00f3i chuy\u1ec7n t\u00e1n g\u1eabu trong kh\u00f4ng gian c\u1eeda h\u00e0ng, \u0111em l\u1ea1i tr\u1ea3i nghi\u1ec7m \u00e2m thanh \u0111\u1ed9c \u0111\u00e1o.<\/li>\n\n\n\n<li><strong>\u0110\u1ecdc (Read):<\/strong>\u00a0De\u2019Longhi chia s\u1ebb \u201csurprising tips\u201d v\u1ec1 c\u00e1ch th\u01b0\u1edfng th\u1ee9c cafe, gi\u00fap kh\u00e1ch h\u00e0ng hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 c\u00e0 ph\u00ea v\u00e0 t\u1ea1o ra th\u00f3i quen m\u1edbi.<\/li>\n<\/ul>\n\n\n\n<p><em>Ch\u1eb3ng h\u1ea1n, \u1edf Vi\u1ec7t Nam, khi u\u1ed1ng cafe, nhi\u1ec1u ng\u01b0\u1eddi c\u00f3 nh\u1eefng th\u00f3i quen ri\u00eang nh\u01b0 nh\u00e2m nhi, khu\u1ea5y ly, g\u00f5 bao nhi\u00eau c\u00e1i v\u00e0o ly tr\u01b0\u1edbc khi b\u1eaft \u0111\u1ea7u u\u1ed1ng, ho\u1eb7c quan t\u00e2m \u0111\u1ebfn nhi\u1ec7t \u0111\u1ed9 ly cafe. Nh\u1eefng th\u00f3i quen n\u00e0y c\u00f3 th\u1ec3 thay \u0111\u1ed5i c\u1ea3m nh\u1eadn v\u1ec1 h\u01b0\u01a1ng v\u1ecb c\u1ee7a cafe. Do \u0111\u00f3, vi\u1ec7c De\u2019Longhi cung c\u1ea5p nh\u1eefng b\u00e0i vi\u1ebft nh\u01b0 tr\u00ean s\u1ebd g\u00f3p ph\u1ea7n gi\u00fap kh\u00e1ch h\u00e0ng hi\u1ec3u s\u00e2u v\u1ec1 s\u1ea3n ph\u1ea9m c\u0169ng nh\u01b0 t\u1eadn h\u01b0\u1edfng tr\u1ea3i nghi\u1ec7m cafe m\u1ed9t c\u00e1ch t\u1ed1t h\u01a1n.<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>L\u00e0m (Do):<\/strong>\u00a0H\u1ecd t\u1ed5 ch\u1ee9c c\u00e1c bu\u1ed5i workshop cho kh\u00e1ch h\u00e0ng, cho ph\u00e9p h\u1ecd t\u1ef1 tay pha cafe c\u00f9ng v\u1edbi chuy\u00ean gia, gi\u00fap h\u1ecd hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 qu\u00e1 tr\u00ecnh l\u00e0m cafe.<\/li>\n\n\n\n<li><strong>M\u00f9i (Smell):<\/strong>\u00a0De\u2019Longhi t\u1eadp trung v\u00e0o vi\u1ec7c t\u1ea1o ra m\u00f9i h\u01b0\u01a1ng \u0111\u1ed9c \u0111\u00e1o trong c\u1eeda h\u00e0ng, m\u1ed9t h\u01b0\u01a1ng th\u01a1m \u0111\u1eb7c bi\u1ec7t ch\u1ec9 c\u00f3 \u1edf De\u2019Longhi, mang l\u1ea1i tr\u1ea3i nghi\u1ec7m m\u00f9i h\u01b0\u01a1ng \u0111\u1ed9c \u0111\u00e1o.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"406\" src=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-3_1697014501-1-1024x406.webp\" alt=\"\" class=\"wp-image-234\" srcset=\"https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-3_1697014501-1-1024x406.webp 1024w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-3_1697014501-1-300x119.webp 300w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-3_1697014501-1-768x305.webp 768w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-3_1697014501-1-150x60.webp 150w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-3_1697014501-1-696x276.webp 696w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-3_1697014501-1-1068x424.webp 1068w, https:\/\/minimalmarketing.com\/wp-content\/uploads\/2024\/01\/A42_Deep-Dive-18-3_1697014501-1.webp 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Brand Signature Model c\u1ee7a De\u2019Longhi.<br>Ngu\u1ed3n: Landor &amp; Fitch<\/figcaption><\/figure>\n<\/div>\n\n\n<p>\u0110\u1ec3 minh ho\u1ea1 tr\u1ef1c quan h\u01a1n cho n\u1ed9i dung n\u00e0y, t\u00f4i s\u1ebd chia s\u1ebb ti\u1ebfp nh\u1eefng \u0111i\u1ec3n c\u1ee9u b\u1ea3n \u0111\u1ecba t\u1ea1i Vi\u1ec7t Nam trong nh\u1eefng ph\u1ea7n n\u1ed9i dung sau \u0111\u1ec3 \u0111\u1ed9c gi\u1ea3 c\u00f3 th\u1ec3 t\u00ecm hi\u1ec3u k\u1ef9 h\u01a1n.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ng\u00e0y nay, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111ang \u0111\u1ed1i m\u1eb7t v\u1edbi th\u00e1ch th\u1ee9c khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 qu\u00e1 nhi\u1ec1u s\u1ef1 l\u1ef1a ch\u1ecdn, c\u00f9ng v\u1edbi chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i ng\u00e0y c\u00e0ng cao. Nh\u01b0 v\u1eady, \u0111\u00e2u l\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n, c\u0169ng nh\u01b0 d\u1ef1 \u0111o\u00e1n h\u00e0nh vi ti\u1ebfp theo c\u1ee7a kh\u00e1ch h\u00e0ng? [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1243,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[72],"tags":[],"class_list":["post-225","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-xay-dung-thuong-hieu"],"_links":{"self":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts\/225","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/comments?post=225"}],"version-history":[{"count":2,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts\/225\/revisions"}],"predecessor-version":[{"id":235,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts\/225\/revisions\/235"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/media\/1243"}],"wp:attachment":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/media?parent=225"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/categories?post=225"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/tags?post=225"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}