Red list
Forefront of the Big Ben of Coca-Cola's environmental marketing
Britain's iconic Big Ben now has a "bold" imitation, the red and black Big Ben made by sculptor Robert Bradford with a Coca-Cola can. Through this marketing event, we can see several concepts that Coca-Cola has delivered to us. First of all, Big Ben has a long history in the UK, Coca-Cola's positioning of its own brand is classic; Secondly, the use of environmental marketing has effectively shaped the public image of Coca-Cola. It can be said that this is an uncompromising brand planning communication, but the great thing about Coca-Cola is that people do not reject this kind of planning, and even are willing to advertise it.
NO.2 Lenovo "Red Ben" marketing three steps
Regardless of whether we have sneered at Lenovo’s “Red Book†incident, when this marketing event was carried out in the second or even third stage according to the company’s earlier planning, we had to admire such “positive murder†and the enthusiasm of netizens. Inspire to the realm of madness. According to the Baidu Index, after the launch of the "Red Ben" event marketing, the search for ideapad on May 13 and 14 reached its peak, much higher than the usual search for this keyword. While netizens attacked the marketing of "Red Ben", Lenovo also fully achieved the purpose of marketing in forums, blog marketing, and later in the professional field. It can be seen that the "red man" is full of flaws, but it is a jade.
NO.3BMW retro tour
Mr. Jin wrong knife said: "A great brand, we must understand an era." So, when BMW launched MiniClubman, it integrated advertising, movies, music, blogs and other media forms unique to this era, and planned many Cross-Over activities in the fields of fashion and art have made MiniClubman a hot topic in forums, blogs and other marketing positions after the auto show. The brand's precise marketing for itself stems from the clarity of the brand's core positioning, and BMW's launch of MiniClubman is gaining insight into society, culture and fashion. As a comeback 1960s car, Clubman caters to the nostalgic and sad complex of modern people.
Black list
The forefront is the fault of Sharon Stone.
As the spokesperson of Dior, Sharon Stone once perfectly interpreted Dior's beautiful and sexy brand core. Nowadays, “Cheng Ge Xiao He, defeated Xiao Heâ€, Sharon Stone was interviewed at the Cannes Film Festival in France, Wenchuan, China. The gloating and disdainful attitude of the earthquake triggered a strong resentment from the public, and the image of Dior, the brand of its endorsement, was hit by an unprecedented impact, especially in China. Although after the incident, Dior China issued a statement in the previous time, said that Sharon Stone’s remarks only represent her personal views, but even so, Dior brand image damage is inevitable, presumably Dior repairs this incident brought The negative impact will take a long time and a large fee.
NO.2 McDonald's "red door" is more than just a mistake
On May 19th, the people of the whole country mourned the compatriots killed in the Wenchuan earthquake. No matter the newspapers or the Internet, they changed their colors into black and white ash to express their grief. However, in the newspapers published in the same day, there were even promotional advertisements of McDonald's bright red or colored. After the incident, the masses spontaneously protested at the McDonald's restaurant and asked McDonald's to give a reasonable explanation. McDonald's said that this was a mistake, but it caused a lot of consumer dissatisfaction. The concept of emotional marketing is no stranger to the market. Since China’s bid to host the Olympics, there are not many brands that conduct emotional marketing and patriotic marketing in China. As a world-renowned brand, McDonald's seems to be making up this lesson.
NO.3 Don't let Haier become a slogan "sincerely forever"
Haier’s “sincere and forever†advertising has long been popular with its brand image, but Haier’s Olympic communication project signed the DraftFCB only 80 days away from the Olympics, which is the fourth time Haier has changed within a year. Advertising agency. Haier has always been hailed as the hope of national brands. Under the pressure of great aura and development, we can understand that Haier will encounter bottlenecks and difficulties in the brand marketing, but it is not a few times to change advertising companies within one year. The behavior that a well-known company should have. Small business marketing products, big companies shape brands. For a brand, marketing is not only about advertising and event planning, but also its own corporate behavior.
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