品牌无法轻易实现“员工即创作者”的转型
Brands can’t just flip the ’employees as creators’ switch
员工创作者是营销界一种新兴的品牌策略。然而，如何使其有效运作却是另一回事。首要问题在于基础设施，即这些员工创作者项目的实际形式和结构。例如，盖璞公司等一些零售商正在邀请员工申请加入现有项目。
员工创作者是营销界一种新的品牌策略。然而，如何让他们发挥作用，则是另一回事。首要问题是基础设施，即这些员工创作者项目的实际形式和布局。像盖璞集团（Gap Inc.）这样的一些零售商，正在邀请员工申请加入一个现有的、涵盖Old Navy、Gap、Athleta和Banana Republic品牌的创作者项目，而不是从零开始构建。
English Original▾
Employee creators are a new brand strategy in marketing circles. Making them work, however, is another matter. The first major problem is infrastructure, or the actual format and layout of these employee creator programs . Some retailers like Gap Inc., are inviting employees to apply into an existing creator program spanning Old Navy, Gap, Athleta and Banana Republic, rather than building somethin
Employee creators are a new brand strategy in marketing circles. Making them work, however, is another matter. The first major problem is infrastructure, or the actual format and layout of these employee creator programs . Some retailers like Gap Inc., are inviting employees to apply into an existing creator program spanning Old Navy, Gap, Athleta and Banana Republic, rather than building somethin