Brand Story, Brand Communication Tool

Coca Cola

In 1886, in a laboratory in Atlanta, US, the pharmacist John steed Peng Burton developed a syrup, which is Coca-Cola, the magic water that later became part of the American culture.

In 1888, Candler, who had been injured for a long time, was afflicted with headache. Under the recommendation of his friend, he had been drinking Coca-Cola for a long time and had been struggling for many years of migraine. This made Candler, a pharmacist, very interested in Coca-Cola.

Candler found that Peng Burton was not good at running and decided to put his income in the bag.

In August 30, 1888, Asa Candler paid the last sum of money, 1000 dollars, before and after a total of 2300 dollars, become the owner of Coca-Cola.

The general advertised.

In June 19, 1945, Eisenhower returned from the battle field. The Americans prepared a sumptuous luncheon for their heroes. After the luncheon, someone asked Eisenhower if he wanted anything else.

"Can I have a cup of Coca-Cola?" Eisenhower answered with a wide smile.

After a gulp, Eisenhower solemnly said, "I have another request."

The waiter stood up and listened, and the result was a bottle of Coca-Cola.

Coca-Cola president's famous saying: "even if my factory was destroyed by the fire, even if it encountered the world financial turmoil, but as long as I left Coca-Cola's formula, I could make a comeback and start again."

Woodruff: "Coca-Cola 99.61% is carbonated, syrup and water. If you don't advertise, who else will drink it?"

It is said that a survey conducted by a US media in twentieth Century showed that the three most popular words in the world were "God", "she" and "Coca-Cola".

Vanke

In the spring fair 1982, Wang Shi received an important manufacturer from Changan branch, one of which was the invitation of the director of the Commission.

At the banquet in order to adjust the atmosphere, Wang Shi took the initiative to talk about some relaxed topics lively atmosphere.

Things went smoothly, and the director and the foreign businessmen ate and talked freely and relaxed. Happy foreign businessmen also praised Mr. Wang's practice for the two time. Wang Shi also satisfied two small vanities.

When the banquet was dispersed, the section chief took Wang Shizhuai aside and solemnly reminded him, "how did you take the lead of the director, and the director and chief of the Department?" which performance is your turn? Thinking about your usual situation, is it a feeling of complacency?

The chief secretary has a long speech.

Wang Shi was speechless.

In the traditional atmosphere of seniority, Wang Shi's desire for self actualization and self pursuit is strongly inhibited.

After that, Wang Shi didn't arrive a minute earlier, and he cleaned up the documents on his desk before he got to work.

Only 10% of the energy is allocated to work and 90% of energy is spent on hobbies, such as off-road motorcycle, table tennis and chess.

At the end of the year.

At the end of the year, the leader felt that Wang Shi had undergone a joyful change. He had been judged to be steady and mature. "What kind of people do not cultivate and cultivate?" hard work was criticized, and almost all of his energy was praised and appreciated in his spare time. This is a great satire.

In 1983, Wang Shi ended his career and set sail for Shenzhen.

Wang Shi's "road and dream"

In 1998, Wang Shi developed his own mountaineering plan for physical reasons (doctors said he was in danger of paralysis).

In May 2001, Wang Shi boarded the 6178 meter jade Mount Everest and boarded the 7546 meter Mun J Tagg in August of the same year; {page_break}

In January 2002, the highest peak in Africa reached 5895 meters in Luoshan, kilimanja; in June 2002, it reached the highest peak in North America, 6194 meters in Mckinley mountain; in October 2002, it reached the top of the mountain in 5025 meters; in February 2003, it reached 5385 meters in Ha Ba snow mountain; in May 22, 2003, it succeeded in reaching the top of Mount Qomolangma, and Wang Shi's mountaineering activities became a topic of interest in the media, and even triggered discussions. Wang Shi's safety should be beyond Wang Shi's own category. As an entrepreneur, Wang Shi should be responsible for the board and shareholders and be responsible for the stock price of Vanke.

Vanke's property services in the industry's reputation is very good, circulated Vanke's first property management office manager Chen Zhiping, walking in the area where all the wipes, ready to clean the district; in early years, Yao Mumin, general manager of Vanke Shenzhen company, took Hong Kong businessmen to visit Vanke estate. When he came to the swimming pool, he drank a cup of water with a cup of paper and drank it in public. He was surprised by the visit. Yao Mumin explained that Wanke's swimming pool water had reached the drinking standard.

One day, Wang Shi accompanied the Hongkong guests to visit the Shenyang city garden. When the president of Shenyang Vanke introduced it, she found a cigarette butt on the roadside. She picked it up and put it in her pants pocket.

Vanke has a small card behind the work card, which bears the core values of Vanke.

That is: first, customers are our forever partners; second, talents are the capital of Vanke; third, the system illuminated by sunlight; fourth is sustained growth.

Of course, the reason why a brand can become a brand name is not yet a story. Whether an enterprise can become a century old enterprise, the brand story is only the basis for long-term circulation, otherwise the story of legend is just a smoke.