Chapter 17 Section 2 Personality and non-personality of brands

Suddenly one day, someone hosted a banquet for Wudutou at the most luxurious Lion House Hotel in the county.Wu Song received the invitation and happily went to the appointment.When I went upstairs, I saw that the host of the treat was Ximen Qing, a well-known rich man in the county.Thinking about the well-known "little whirlwind" Chai Jin in the world, it was only because of the status of the former royal family that people honored him as Chai Daguan.And this Ximen Qing is also known as Ximen Daguanren, which shows that his power is not inferior to that of the royal family. "Thank you, Wudutou, for your appreciation!" Businessmen are good at speaking well, and Ximen Qing can be said to be full of enthusiasm when talking about socializing, "When doing business, what we fear is the danger of mountains and rivers. Now we have Wudutou as our patron saint." , I can finally live a good life in peace and contentment! Come, come, come, this is a little kindness from the people of this county, you can drink a few more glasses!"

Even Wu Song has a large capacity, and he can't hold the table full of people taking turns to persuade him to drink.After persuasion and persuasion, Wu Song's head was swollen and his eyes were hazy. "I heard that Wudutou distributed the one thousand copper coins rewarded by the magistrate to the poor. Unexpectedly, Wudutou not only has the heroism and martial arts like a god, but also has a compassionate heart like a Bodhisattva, so he can be called a model in the world. During the banquet, another person, Yao Erlang, raised his glass to Wu Song and said, "I respect Wudu first three cups!" Wu Song had no choice but to drink three cups too.

Unexpectedly, Yao Erlang put down his wine glass and said: "Although we admire Wudutou's benevolent deeds of despising wealth and righteousness, we cannot imitate it." Everyone asked together: "But why?" Yao Erlang explained that building a business is all about accumulation.There is a saying: "Taishan Mountain can only become big if it does not give up an inch of land; the river and sea can only become deep if it does not give up a single drop." As a boss, if you spend all your money like Wu Song, you will deviate from the principle of sound management and make the enterprise In the midst of the storm.All the people present here are entrepreneurs. Hearing Yao Erlang's theory, he couldn't help nodding his head frequently.

Ximen Qing laughed and said, "Boss Yao is right on the one hand, but he forgot the second. As everyone knows, running a business requires accumulation, but it also needs opportunities for investment. Haven't you heard that 'No one can get rich without a windfall? Is it the truth that horses have no night grass and no fat'? Look at ordinary people, which one is not accumulating? How many people can accumulate wealth? But if there is a good opportunity to mine wealth, the vain silver will be like vain It’s like spring water, and it’s hard not to be rich. In my opinion, what Wudutou has done is a good example for us to follow.”

When everyone heard him say this, they were quite surprised, and asked again: "But I don't know what source of income Wudutou is mining?" Ximenqing replied: "Wudu's head-hunting tiger is a shocking business plan. Jingyanggang's specialty grain wine is now a well-known famous wine, and it can be called a blowout source of income." Everyone was even more astonished, and they all turned to look at Wu Song. I saw that Wu Song opened a pair of red drunk eyes, rushed over across the table, grabbed Ximen Qing's hand, and begged in a low and hasty voice: "This is a secret, I hope you will keep it secret!"

Ximen Qing was startled by him at first, and then forced a smile and said: "Don't worry, Wudu! This is a secret exclusive to our circle, and it will never be leaked!" Everyone immediately followed with full promises: "Yes! Yes! !yes!" Wu Song let go.Everyone stepped forward for a while, helping him back to his seat and sitting down. "Don't blame Wudutou. Since you are in business, you have to talk about business." Ximen Qing continued while stroking his pinched wrist, "In my opinion, Wudutou's fight against the tiger has caused a good sensation. effect, but not a perfect business plan.”

Wu Song and everyone asked again: "But why?" Ximen Qing pointed his fingers and said one, two, three.It turns out that in the whole world, there are many people who know "three bowls but not the hill", but not many people know "the fragrance through the bottle".In other words, only Jingyanggang is famous for its origin.No matter your name is "Tou Ping Xiang", my name is "Ying Feng Zui", and his name is "Xiang Man Lou", no matter what brand, as long as the origin is Jingyang Gang, you can benefit from it.As a result, the market resources that have just been developed will be looted, and even ruined by some short-term behavior.In the long run, it is definitely not conducive to the sustainable development of market resources.

After hearing this, everyone felt that it made sense. Ximenqing explained that doing business is a profound knowledge, not just some clever ideas.If the planning at the beginning could have been considered more carefully and systematically, there would be no danger today.The so-called systematic planning focuses on the integration of resources.In other words, it is necessary to integrate the product and the advertisement, so that people can immediately think of the product as soon as they see the advertisement.If the product is one thing, and the advertisement is another, then such an advertisement is like a scratch, often getting twice the result with half the effort, or even doing nothing.

Wu Song was half sober after hearing this, and asked, "What should we do now?" Ximen Qing thought for a while, then asked, "Do you know what the brand said?" Wu Song was taken aback by the question, and answered after a long while: "Wu Song is a rough man. The so-called brand, in my opinion, is probably a product with some distinctive individual characteristics? For example, my scholar Su Dongpo, his brand Personality is elegant and open-minded. I—Wu Song—is also a brand, which means brave and powerful. You—Ximen Daguanren—undoubtedly, should also be a brand.” Yao Erlang said: "Ximen officials can do business and play with women, of course it is a brand. His brand personality can be summed up in two idioms, one is long-sleeved and good at dancing, and the other is romantic and good at businessmen." They all agreed, saying Yao Erlang was right.

Ximenqing said that the trick to doing business lies in two points.First, there must be a very distinctive brand personality, which everyone will remember and leave a deep impression on.Second, this brand personality needs to be likable.If everyone is impressed with it and likes it very much, then it will become everyone's first choice. Everyone laughed again and said: "Yes! Yes! The official Ximen is the first choice of women!" Ximenqing nodded, and said: "Wudutou and you are very right." He then analyzed: (1) This kind of grain wine, which is a special product of Jingyanggang, is thick and warm in the mouth. (2) Its advertising slogan is also well written - "Three bowls are not too high", which well reflects the strength of this wine; (3) Wu Song is a very good image spokesperson, Wu Song beat Tiger's story interprets the brand personality of this wine brilliantly; however, such a masculine product is named after a woman.

Wu Song slapped his thigh violently.Yes, the problem lies in the trademark. "Through the Bottle Fragrance" sounds like a charming and hot woman.This trademark is suitable for flirting between men and women, but not for heroic drinking.How to do it? Change your name!According to Ximenqing's opinion, Mo Ruo changed the name to "Jingyangchun".In this way, products, signs, slogans, and image spokespersons can be integrated into a complete and unified brand culture, presenting a distinct and personalized feature.It can also be called "Dahu Tequ". When it comes to wine, it will remind Wu Song, and the brand personality can be said to be vivid and ready to come out. "The senior official Ximen is really wise!" Wu Song admired him deeply, but after thinking about it, he hesitated, "It's just a sign, is it really that important?"