HBG品牌增长研究院
HBG品牌研究院【HBG大渗透品牌增长研究院】 HBG大渗透品牌研究院是2016年由宝洁校友建立的【系统化品牌商学院】， 分享最专业的系统品牌方法论、集聚最顶级的品牌创始人/企业家圈层。 HBG内含商学院、基金投资、品牌孵化三大板块。 长期以来，非常纯粹，坚持分享专业纯粹的品牌系统方法论，回归系统底层逻辑。 HBG大渗透品牌研究院以宝洁校友&北大校友、创始人为主， 覆盖包括宝洁、可口可乐、玛氏、欧莱雅、雅诗兰黛、珀莱雅、谷雨、花西子、欧诗漫、复星集团、燕之屋、小仙炖、Wonderlab、安利集团、安克集团、华润集团、东阿阿胶、老板电器、九阳集团、蓝氏宠物等全球及国内一线品牌&新锐品牌，涵盖美妆、食品、大健康、母婴、宠物、家电、科技、家居、汽车、新能源、户外、酒店、银行、跨境出海等各个行业。 【HBG大渗透品牌增长研究院创始人、院长麦青老师】 毕业于北大，前宝洁品牌专家，HBG品牌研究院院长。 多家企业集团... more
| Publishes | Daily | Episodes | 265 | Founded | 3 years ago |
|---|---|---|---|---|---|
| Language |  ZH-CN | Number of Listeners | Categories | Society & CultureBusiness |
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Latest Episodes
当下营销渠道越来越难做，流量很难起爆，为什么越来越多创始人，都在追求营销渠道GTM一体化？
今天HBG院长麦青老师继续拆解《HBG营销渠道GTM100讲》：到底什么是真正的GTM一体化？用户策略、渠道打法、预算分配、人力配置该如何系统性敲定？
如果你是创始人 / 联创，或者负责品牌、营销、渠道、GTM 的操盘手，也常常在实战中面临如下挑战：
* 看不懂GTM一体化核心定义，只会跟风照搬
* 用户策略模糊，渠道打法没有精准方向
* 营销渠道预算乱分配，投入产出不成正比
* 团队人力配置不合理，GT... more
战略的本质不是做更多，而是做出能赢的选择
* 为什么你每年做很多计划，品牌却始终在原地打转？
* 为什么团队天天加班，却总感觉在“打杂”，没有真正的方向？
* 为什么你明明知道该聚焦，却总是放不下、舍不得、什么都想抓？
* 为什么有些企业看起来“什么都做对了”，最后却还是输了？
* 很多时候，企业不是输在不努力，而是输在没有真正做出战略选择。
* 2000年前后，宝洁遭遇增长危机：股价大幅下跌，多个核心品牌市场份额承压，投资者信心动摇。新任首席执行官雷富礼没有急着让公司“多做”什么，而是先回到一... more
* GTM这两年很火，创始人都在学宝洁学华为GTM，但总是踩坑——错以为GTM是产品管理、品类规划、销售策略，甚至有人甚至让财务去做GTM经理。很多创始人也总纠结——到底要不要建一个GTM部门？要不要招一个GTM负责人？GTM到底归市场部，还是归销售部？
* 真正的GTM到底是什么？到底哪个部门的活？
今天HBG院长麦青老师继续拆解《HBG营销渠道GTM体系化100讲》——创始人如何从0到1靠“GTM动销体系化”破局？
如果你是创始人/联创，或者负责品牌、内容、增长、市场、投放、渠道、电商、产品... more
* 当下服饰行业普遍陷入怪圈：爆款内容越来越多，退货率却越来越高？
* 生意越来越难做？服饰行业为何内容难做？
今天HBG院长麦青老师继续拆解《HBG优质内容体系化100讲》——创始人如何从0到1靠“优质内容”破局？
如果你是创始人/联创，或者负责品牌、内容、增长、设计、电商、渠道的操盘手，也常常在实战中面临如下挑战：
* 内容爆了，但退货率越来越高
* 天天追爆款、追流行趋势，内容越做越累
* 忙忙碌碌抄竞品、抄爆款，效果却不好
* 服饰是非标品，每个款式、每个人群、每个场景都要内容，团队被内... more
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Reviews
- 太水了
一集博客，5分钟吹嘘自己5分钟吹嘘他人，一堆谁都知道的套话，一个5秒就能讲清楚的观点用一堆无用的修辞讲一分钟。不是男的却有男的爹味油腻，符合不干实事的装铂品牌人的刻板印象。
Apple Podcasts1kimy2077China6 months ago - 难得有能让人静下心来的干货。
难得有能让人静下心来的干货。
Apple Podcasts5hzhjsebdbxxjxjjsndChina2 years ago - 特别喜欢麦青老师
看过麦青老师的《品牌大渗透》[强]
Apple Podcasts5LuCcccc24
United Kingdom3 years ago - 很专业👍
确实踩过一样的坑和误区
Apple Podcasts5ustb_qianChina3 years ago - 信息量好大
得记下来反复琢磨了
Apple Podcasts5jhnsksmehekChina3 years ago
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Apple Podcasts | #241 | China/Business |
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| Listeners per Episode | Gender Skew | Location | |||
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