{"id":15422,"date":"2023-03-29T16:55:10","date_gmt":"2023-03-29T16:55:10","guid":{"rendered":"https:\/\/kevinbk.com\/?p=15422"},"modified":"2023-03-29T16:55:18","modified_gmt":"2023-03-29T16:55:18","slug":"como-funcionam-as-estrategias-entre-artistas-e-marcas-no-branding","status":"publish","type":"post","link":"https:\/\/kevinbk.com\/vi\/cach-chien-luoc-giua-nghe-si-va-thuong-hieu-lam-viec-trong-thuong-hieu\/","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c gi\u1eefa ngh\u1ec7 s\u0129 v\u00e0 th\u01b0\u01a1ng hi\u1ec7u ho\u1ea1t \u0111\u1ed9ng nh\u01b0 th\u1ebf n\u00e0o trong vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"

Hi\u1ec3u c\u00e1ch c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang v\u00e0 ngh\u1ec7 s\u0129 k\u1ebft h\u1ee3p v\u1edbi nhau \u0111\u1ec3 t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m t\u00f9y ch\u1ec9nh  <\/p>\n\n\n\n

Trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng ng\u00e0y c\u00e0ng n\u0103ng \u0111\u1ed9ng v\u00e0 c\u1ea1nh tranh, v\u01b0\u1ee3t xa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m t\u1ed1t, ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang h\u01b0\u1edbng \u0111\u1ebfn nh\u1eefng tr\u1ea3i nghi\u1ec7m s\u1ed1ng. V\u00e0 ch\u00ednh v\u00ec phong tr\u00e0o n\u00e0y m\u00e0 nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 b\u1eaft tay h\u1ee3p t\u00e1c v\u1edbi c\u00e1c ngh\u1ec7 s\u0129.<\/p>\n\n\n\n\n\n\n\n

H\u1ee3p t\u00e1c gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ngh\u1ec7 s\u0129<\/h2>\n\n\n\n

V\u00ed d\u1ee5, khi ch\u00fang ta nghe m\u1ed9t b\u00e0i h\u00e1t, ng\u00e0y c\u00e0ng ph\u1ed5 bi\u1ebfn vi\u1ec7c nghe nh\u1eefng c\u00e2u tr\u00edch d\u1eabn t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng. Tuy nhi\u00ean, khi ch\u00fang ta xem m\u1ed9t \u0111o\u1ea1n clip, vi\u1ec7c hi\u1ec3n th\u1ecb c\u00e1c logo r\u00f5 r\u00e0ng ho\u1eb7c m\u1ed9t s\u1ed1 qu\u1ea3ng c\u00e1o che \u0111\u1eady cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang, phong c\u00e1ch s\u1ed1ng v\u00e0 th\u1eadm ch\u00ed c\u1ea3 th\u1ef1c ph\u1ea9m ng\u00e0y c\u00e0ng tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn. T\u1ea5t c\u1ea3 \u0111i\u1ec1u n\u00e0y x\u1ea3y ra th\u00f4ng qua quan h\u1ec7 \u0111\u1ed1i t\u00e1c c\u00f3 t\u00ednh \u0111\u1ebfn s\u1ef1 \u201cph\u00f9 h\u1ee3p\u201d gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ngh\u1ec7 s\u0129 \u0111\u1ec3 c\u1ee7ng c\u1ed1 c\u1ea3 hai. Quan h\u1ec7 \u0111\u1ed1i t\u00e1c, c\u00f2n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 \u201cc\u1ed9ng t\u00e1c\u201d, \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ngh\u1ec7 s\u0129 v\u00e0 ng\u00e0y c\u00e0ng c\u00f3 nhi\u1ec1u ch\u1ed7 \u0111\u1ee9ng tr\u00ean th\u1ecb tr\u01b0\u1eddng. H\u1ea7u h\u1ebft c\u00e1c quan h\u1ec7 \u0111\u1ed1i t\u00e1c n\u00e0y \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang v\u00e0 ngh\u1ec7 s\u0129 th\u1ecb gi\u00e1c, tuy nhi\u00ean, nh\u01b0 \u0111\u00e3 \u0111\u1ec1 c\u1eadp tr\u01b0\u1edbc \u0111\u00e2y, ch\u00fang c\u00f3 th\u1ec3 li\u00ean quan \u0111\u1ebfn c\u00e1c ph\u00e2n kh\u00fac v\u00e0 lo\u1ea1i h\u00ecnh ngh\u1ec7 s\u0129 \u0111a d\u1ea1ng nh\u1ea5t.<\/p>\n\n\n\n

M\u1ed9t v\u00ed d\u1ee5 l\u00e0 s\u1ef1 h\u1ee3p t\u00e1c gi\u1eefa Yuool v\u00e0 ngh\u1ec7 s\u0129 Eduardo Kobra. Ngh\u1ec7 s\u0129 sinh n\u0103m 1975 \u1edf ngo\u1ea1i \u00f4 S\u00e3o Paulo, b\u1eaft \u0111\u1ea7u s\u1ef1 nghi\u1ec7p v\u1edbi ngh\u1ec7 thu\u1eadt Street Art v\u00e0 sau \u0111\u00f3 tr\u1edf th\u00e0nh h\u1ecda s\u0129 v\u1ebd tranh t\u01b0\u1eddng. Ng\u00e0y nay, anh l\u00e0 m\u1ed9t ngh\u1ec7 s\u0129 v\u1ebd tranh t\u01b0\u1eddng n\u1ed5i ti\u1ebfng kh\u1eafp n\u0103m ch\u00e2u.<\/p>\n\n\n\n

N\u0103m 1995, \u00f4ng th\u00e0nh l\u1eadp Est\u00fadio Kobra, t\u1eadp trung v\u00e0o vi\u1ec7c s\u1ea3n xu\u1ea5t c\u00e1c t\u1ea5m b\u1ea3ng ngh\u1ec7 thu\u1eadt v\u00e0 c\u00f3 m\u1ed9t nh\u00f3m g\u1ed3m m\u01b0\u1eddi hai ngh\u1ec7 s\u0129 kh\u00e1c. <\/p>\n\n\n\n

V\u1edbi s\u1ef1 nh\u1ea1y c\u1ea3m s\u00e2u s\u1eafc \u0111\u1ed1i v\u1edbi c\u00e1c v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i, Kobra gi\u1eef k\u1ef7 l\u1ee5c v\u1ec1 b\u1ee9c tranh t\u01b0\u1eddng graffiti l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi, \u0111\u01b0\u1ee3c v\u1ebd t\u1ea1i Th\u1ebf v\u1eadn h\u1ed9i Rio n\u0103m 2016. <\/p>\n\n\n\n

V\u1edbi m\u1ed9t s\u1ef1 nghi\u1ec7p v\u1eefng ch\u1eafc v\u00e0 m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh gi\u1ea3ng d\u1ea1y \u0111\u00e1ng ghen t\u1ecb, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 kh\u1ea3 n\u0103ng mua m\u1ed9t m\u00f3n \u0111\u1ed3 th\u1eddi trang c\u00f3 ch\u1eef k\u00fd c\u1ee7a ngh\u1ec7 s\u0129. Do \u0111\u00f3, s\u1ef1 h\u1ee3p t\u00e1c \u0111\u1ea1i di\u1ec7n cho m\u1ed9t c\u01a1 h\u1ed9i duy nh\u1ea5t \u0111\u1ec3 ti\u00eau th\u1ee5 ngh\u1ec7 thu\u1eadt v\u00e0 th\u1eddi trang.<\/p>\n\n\n\n

M\u1ed9t v\u00ed d\u1ee5 kh\u00e1c kh\u00f4ng ch\u1eafc ch\u1eafn \u0111\u00e3 mang l\u1ea1i nhi\u1ec1u \u201cs\u1ef1 ph\u00f9 h\u1ee3p\u201d l\u00e0 s\u1ef1 h\u1ee3p t\u00e1c gi\u1eefa Cheetos, \u0111\u1ed3 \u0103n nh\u1eb9 n\u1ed5i ti\u1ebfng c\u1ee7a c\u00f4ng ty PepsiCo v\u00e0 ca s\u0129 Anitta, b\u1eaft \u0111\u1ea7u b\u1eb1ng m\u1ed9t video clip ca s\u0129 ng\u1ea5u nghi\u1ebfn \u0111\u1ed3 \u0103n nh\u1eb9 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y trong m\u1ed9t si\u00eau th\u1ecb. h\u1ee3p t\u00e1c v\u1edbi ngh\u1ec7 s\u0129 cho \u0111\u1ebfn ng\u00e0y nay. S\u1ef1 h\u1ee3p t\u00e1c l\u00e0 do s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa th\u00e1i \u0111\u1ed9 v\u00e0 s\u1ef1 b\u1ea5t k\u00ednh c\u1ee7a c\u1ea3 ca s\u0129 v\u00e0 th\u01b0\u01a1ng hi\u1ec7u, v\u00e0 \u0111\u00e3 th\u00e0nh c\u00f4ng k\u1ec3 t\u1eeb n\u0103m 2017.<\/p>\n\n\n

\n
\"man<\/figure><\/div>\n\n\n

S\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a c\u1ed9ng t\u00e1c<\/h2>\n\n\n\n

Ngo\u00e0i kh\u1ea3 n\u0103ng \u0111\u00e3 \u0111\u1ec1 c\u1eadp \u0111\u1ebfn \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t t\u00e1c ph\u1ea9m th\u1eddi trang c\u00f3 ch\u1eef k\u00fd c\u1ee7a m\u1ed9t ngh\u1ec7 s\u0129 \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn trong n\u01b0\u1edbc v\u00e0 \u0111\u00f4i khi l\u00e0 qu\u1ed1c t\u1ebf, c\u00e1c m\u00e0n h\u1ee3p t\u00e1c c\u00f2n n\u1ed5i b\u1eadt v\u00ec t\u00ednh \u0111\u1ed9c quy\u1ec1n c\u1ee7a ch\u00fang.<\/p>\n\n\n\n

Nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u h\u1ee3p t\u00e1c v\u1edbi ngh\u1ec7 s\u0129 s\u1ea3n xu\u1ea5t s\u1ed1 l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m h\u1ea1n ch\u1ebf. L\u1ea5y v\u00ed d\u1ee5 v\u1ec1 s\u1ef1 h\u1ee3p t\u00e1c gi\u1eefa Yuool v\u00e0 ngh\u1ec7 s\u0129 Kobra, nh\u1eefng \u0111\u00f4i gi\u00e0y th\u1ec3 thao h\u1ee3p t\u00e1c s\u1ea3n xu\u1ea5t l\u00e0 \u0111\u1ed9c quy\u1ec1n, v\u1edbi s\u1ed1 s\u00ea-ri t\u1eeb m\u1ed9t \u0111\u1ebfn 4 ngh\u00ecn. <\/p>\n\n\n\n

\u0110\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi mu\u1ed1n s\u1ed1ng m\u1ed9t tr\u1ea3i nghi\u1ec7m \u0111\u1ed9c \u0111\u00e1o v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, kh\u1ea3 n\u0103ng mua m\u1ed9t t\u00e1c ph\u1ea9m c\u00f3 ch\u1eef k\u00fd c\u1ee7a m\u1ed9t ngh\u1ec7 s\u0129 v\u1edbi phi\u00ean b\u1ea3n gi\u1edbi h\u1ea1n s\u1ebd khi\u1ebfn to\u00e0n b\u1ed9 tr\u1ea3i nghi\u1ec7m tr\u1edf n\u00ean \u0111\u1ed9c \u0111\u00e1o h\u01a1n. <\/p>\n\n\n\n

Ngo\u00e0i ra, \u0111\u1ed1i v\u1edbi c\u00e1c c\u00f4ng ty, c\u1ed9ng t\u00e1c l\u00e0 chi\u1ebfn l\u01b0\u1ee3c cho ph\u00e9p m\u1edf r\u1ed9ng \u0111\u1ed1i t\u01b0\u1ee3ng, c\u1ee7ng c\u1ed1 th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 c\u00f4ng nh\u1eadn c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u00e0 th\u1eadm ch\u00ed t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng. <\/p>\n\n\n\n

h\u1ee3p t\u00e1c trong th\u1ef1c t\u1ebf<\/h2>\n\n\n\n

Th\u01b0\u01a1ng hi\u1ec7u, ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 ngh\u1ec7 s\u0129 \u0111\u01b0\u1ee3c h\u01b0\u1edfng l\u1ee3i t\u1eeb c\u00e1c chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u quan tr\u1ecdng nh\u1ea5t l\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i \u0111\u1ed1i tho\u1ea1i v\u1edbi ngh\u1ec7 s\u0129 v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng, c\u00f9ng chia s\u1ebb c\u00e1c gi\u00e1 tr\u1ecb v\u00e0 m\u1ee5c ti\u00eau.<\/p>\n\n\n\n

\u0110\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u1ea7u t\u01b0 v\u00e0o vi\u1ec7c l\u1eadp k\u1ebf ho\u1ea1ch v\u00e0 chi\u1ebfn l\u01b0\u1ee3c, hi\u1ec3u bi\u1ebft v\u1ec1 c\u00f4ng ch\u00fang v\u00e0 s\u1eed d\u1ee5ng s\u1ef1 s\u00e1ng t\u1ea1o \u0111\u1ec3 s\u1ea3n xu\u1ea5t v\u00e0 giao ti\u1ebfp v\u1edbi th\u1ecb tr\u01b0\u1eddng. <\/p>","protected":false},"excerpt":{"rendered":"

Hi\u1ec3u c\u00e1ch c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang v\u00e0 ngh\u1ec7 s\u0129 k\u1ebft h\u1ee3p v\u1edbi nhau \u0111\u1ec3 t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m ri\u00eang bi\u1ec7t \u1edf m\u1ed7i th\u1ecb tr\u01b0\u1eddng<\/p>","protected":false},"author":1,"featured_media":960,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/kevinbk.com\/wp-content\/uploads\/2019\/08\/musicas.jpg","_links":{"self":[{"href":"https:\/\/kevinbk.com\/vi\/wp-json\/wp\/v2\/posts\/15422"}],"collection":[{"href":"https:\/\/kevinbk.com\/vi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kevinbk.com\/vi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kevinbk.com\/vi\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kevinbk.com\/vi\/wp-json\/wp\/v2\/comments?post=15422"}],"version-history":[{"count":1,"href":"https:\/\/kevinbk.com\/vi\/wp-json\/wp\/v2\/posts\/15422\/revisions"}],"predecessor-version":[{"id":15424,"href":"https:\/\/kevinbk.com\/vi\/wp-json\/wp\/v2\/posts\/15422\/revisions\/15424"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kevinbk.com\/vi\/wp-json\/wp\/v2\/media\/960"}],"wp:attachment":[{"href":"https:\/\/kevinbk.com\/vi\/wp-json\/wp\/v2\/media?parent=15422"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kevinbk.com\/vi\/wp-json\/wp\/v2\/categories?post=15422"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}