Is Zhao Benshan Brand Old?

      看了2010的春晚，眾人皆說老趙真的老了。既是說老趙年齡大了，又指他的作品創(chuàng)意嚴重老化，個人品牌也有江河日下之勢。事實上，情況真的是這樣么？如果真的這么認為，就是太過于低估老趙的智商了。 

Shrewd old Zhao is by no means an idle person. He has realized that his brand will inevitably show signs of aging after 20 years of Spring Festival Gala. So it has begun a new layout in the Spring Festival evening of 2009.

From 09 years, the partner of Lao Zhao's Spring Festival Gala program is popularly known as its apprentice, but actually he is the signing employee of Ben Shan media group.

Lao Zhao, a farmer born, is truly a master of brand and communication.

Today's Zhao Benshan's Spring Festival Gala is a stone and four birds.

一是保持趙本山個人品牌的在最強勢媒體（央視）的最最黃金時段（除夕晚上）的持續(xù)露出，做了達到率最高的廣告宣傳；二是借助央視春晚的強大平臺，推廣“二人傳”這一“產(chǎn)品品類”，并將趙家班等同于二人轉(zhuǎn)，目前在全國一路攻城略地的“劉老根大舞臺”就是最好的注解；三是運用老品牌（趙本山）帶動系列新品牌（小沈陽，丫蛋，王小利等都歸屬于此范疇），新品牌的打造一方面能夠一定程度上為老品牌帶來久違的活力，還能很大程度上形成更好的經(jīng)濟效益，2009年小沈陽領(lǐng)銜的趙家班全國演笑會狂卷一個多億的收益已經(jīng)證明了其成功之處；四是推廣企業(yè)品牌—本山傳媒，將春晚效應(yīng)輻射到影視劇上來，動用春晚培養(yǎng)的“明星”拍攝本山傳媒出品的電視劇，憑借演員“臉熟”不但能夠有足夠的收視率保證，還能最大程度地節(jié)省成本。

Of course, from the perspective of brand building, Zhao Benshan is not without any miscalculation.

Its biggest failure is not to let Xiao Shenyang play the leading role in the 2010 Spring Festival evening, but to push another apprentice, Wang Xiaoli, to make Xiao Shenyang green again.

From the law of communication, it is difficult for an enterprise to make every brand succeed by distributing the resources equally to many brands. This is a unrealistic and beautiful desire contrary to science.

In 2009, Xiao Shenyang had a similar popularity with Louis Liu. After the 2010 Spring Festival Gala, people's popularity has been greatly lagged behind. Louis Liu has many positions. This is the fact that there is no need to question.

To be sure, Zhao Benshan, the helmsman of the enterprise, has his own consideration in dealing with the issue of Xiao Shenyang brand.

I don't want to make too many comments from the perspective of enterprise management, but Xiao Shenyang's brand is indeed a great opportunity to consolidate the brand position.

It is said that the Spring Festival Gala in 2010 was 650 million. Some brands (such as the United States) paid a lot of money for it. Some brands (such as Zhao Benshan) made a lot of money, but the two had one thing in common: no matter what, they spread their brand in a certain sense.

         正在從這個角度來說，趙本山品牌不會老，更不會死，哪怕有一天趙本山徹底離開了春晚舞臺，還會有他親手推出的新趙本山前赴后繼；即使趙本山這張牌不再靈光，本山傳媒這張牌還將繼續(xù)大行其道。