Story Marketing Drives Brand Development

The story is always artificial, and everyone has more or less stories.

Moreover, some people's stories are closely related to the development of enterprises, and sometimes they can even decide.

During the Three Kingdoms period, there was a saying that "Wolong chilli can get the world safe". It is obvious that a person can play a decisive role in the overall situation.

At that time, the most important role of the two armies on the battlefield was the generals.

When we look at the romance of the Three Kingdoms, we can see that the general will first report to his family and then fight.

If one of his fighters was chop down, the rest of the soldiers would run away.

It is not so much that they are compared to stories.

Guan Yu went into battle, and the other side immediately knew it. The man in front of him warmed the wine, killed the hero and killed the horse.

Let's not talk about martial arts first.

Your story is not as good as many people's.

Guan Yu here is being hyped up by stories.

People play a variety of roles in society. Their stories sometimes have a lot of influence.

Whether it is a leader who is a leader or a spokesperson for everyone, or an ordinary consumer.

Their stories can sometimes lead to the development of brands.

The influence of advertisements on consumers is becoming more and more difficult to grasp. We need to rely on these people's favorite stories to boost the brand's progress.

Leader's story -- Li Jiacheng wins the world by "honesty".

The name of Li Jiacheng can be said to be successful for Chinese people.

Wealth has no meaning for him. What matters is his honesty.

In the summer of 1950, Li Jiacheng founded the "Changjiang" plastic factory in Shau Kei Wan.

At that time, the plastics industry is a new industry in Hongkong and even the world, and has a good development prospect.

The operation of plastic factory is also getting better and better.

But something unexpected happened.

A customer pointed out that there was a problem with the quality of his product and demanded a return.

At this time there are still a large number of orders in hand, customers are constantly pushing goods.

In order to ensure quality and delivery on time, Li Jiacheng is already riding a tiger in the face of an old machine.

At this time, the plastic factory is facing an unprecedented crisis. Warehouses are full of products that are returned. New customers are turning around at the same time.

At that time, Li Jiacheng summoned his staff to a meeting, and he admitted frankly that he had made mistakes in his business.

It is hoped that the whole plant can work hard together to tide over difficulties.

He then visited the banks, raw materials suppliers and customers, apologized to them, and promised to repay the debts within the relaxed period. He must pay the fine for the compensation.

Li Jiacheng did not hide the unprecedented crisis faced by the factory, and earnestly consulted the countermeasures to save the crisis.

Li Jiacheng's honesty is also understood by most of them.

Eventually, the bank relaxed the time limit for repayment, but no longer issued new loans until the outstanding loan.

The raw materials business also relaxed the time limit for the payment. The other side suggested that the Changjiang plant needed to re enter the raw materials and had to pay 70% of the money first.

But this does not mean that the crisis is over and the situation is still very serious.

In the backlog of products, part of the quality is not qualified, and the other part is the return of the time of delivery. The quality of the product is not a problem.

Li Jiacheng deployed staff to pick out products that could be put into the market.

Then they sell their products in the street and sell them to the wholesalers at a low price to repay part of their debts.

In 1955, Li Jiacheng summoned his staff to the meeting and made three bow to everyone.

Then we solemnly declared: "our factory has basically paid off the debts of all its families. Yesterday we got the notice from the bank and agreed to provide loans for us.

This shows that the Yangtze River plastic factory has come out of the crisis and will enter a beautiful place.

A leader's story can infect people and be recognized.

Li Jiacheng, with a word of "sincerity", tells us a story of hard work and pioneering work.

The staff saw this story, infected Li Jiacheng's leadership temperament and worked harder.

When the customer heard the story, he also trusted the partner and made more opportunities for his company to cooperate.

Of course, there are many stories about Li Jiacheng's "honesty" winning the world, but the most important thing is that every story shows his unusual personal charm and trustworthy corporate culture.

The wealth that a small story brings to an enterprise is immeasurable.

The story of consumers -- story marketing in Stephen Chow's films

Stephen Chow's films are not new to us, many of which are classics.

Stephen Chow brings a lot of joy to the audience with a nonsense style, but it is not difficult to see the details of marketing carefully.

The impact of consumer stories on enterprises is enormous.

The feeling they have used after the product can easily affect other consumers.

In the movie "the God of food", Stephen Chow's impressive performance left a deep impression on us.

One paragraph is about Stephen Chow and Karen Mok who opened a cattle ball shop.

At first the business was cold, and no one was interested.

Just a bowl of cow balls was mistaken for a nurse by mistake, and it was taken to a patient with anorexia.

In this way, the story of a cow pill to cure anorexia spread like wildfire.

Patients with anorexia are playing the role of consumers. A cow pill actually cured him.

Without advertising, this story is a good example of how delicious the cow ball tastes, and has become a best seller.

Next, the radio reporter interviewed the customer on the spot. Karen Mok was completely ashamed but said shyly, "after I ate the cow balls, I became beautiful."

A skinny and skinny man took off his jacket and said he had become strong after eating the cow balls.

Finally, the image of a silly man, dressed as a pupil, said that he had become smart when he ate the pill.

As we all know, this is a specially designed movie for dramatic effects.

But in the movie, what they do is to act as a consumer to tell stories to others, so that others can agree with the product of the pill, thus buying behavior.

Make good use of the story of consumers to make it appear in public in a real way. Sometimes the effect of communication is more effective than simply advertising.

Therefore, as an enterprise, we should not only be good at using the story of the enterprise itself, but also be good at mining and utilizing the story of consumers.

The effect of the product is exported by consumers, the most authentic and reliable, and the best to infect people around.

So as to enhance brand awareness and promote product sales.

Spokesperson's story -- "flying man" let Nike take off

No matter who won the NBA championship many times, or the dunk contest that surpassed human limits.

In basketball, Jordan is undoubtedly one of the greatest figures.

Jordan let the whole world begin to pay attention to NBA, and also pay attention to the shoes on his feet.

With the help of Jordan, Nike greatly improved its brand image. In 1983, Nike's total sales volume reached 700 million US dollars, which exceeded Adidas's success in 70s and became the first brand of the world sport.

But in second years, sales revenue fell sharply.

For a while, people were talking about the rumors that Nike would go bankrupt.

At this time, happy magazine published an amazing news: Nike will invest 2 million 500 thousand yuan to buy a NBA novice 5 years' right to wear shoes.

This person is Jordan, the most powerful figure behind NBA.

Later, Jordan's brilliance and the continuous improvement of Nike sales prove Jordan's value as spokesperson.

Jordan, who won the best university footballer in June 1983, was selected by the Chicago bulls in the first third rounds of the NBA draft.

In May 1985, he won the new year's rookie with an average of 28.2 points per game.

In June 12, 1991, in the fifth match of the finals, Jordan scored 30 points and led the bulls to win the first championship by beating the Lakers 108 to 101. Jordan was awarded the first most valuable player.

In the dressing room celebrating victory, Jordan cried.

In August 1992, he helped the "dream team" win the gold medal in the Barcelona Olympic Games.

In June 1993, averaging 41 points per game, the Bulls won the first three consecutive championships in defeating Feinikesi suns in the finals.

In June 16, 1996, Jordan played the whole season and led the bulls in the finals to defeat the supersonic team and opened the second three consecutive championships. He also won eighth scoring finals, finals MVP and All-Star MVP.

In June 14, 1998, the Bulls defeated the Jazz again to win the sixth NBA championship. Jordan won the scoring for second consecutive three years, and won the finals MVP and the all star game MVP.

...

In January 13, 1999, he officially announced his retirement in Chicago, leaving 5 MVP, 6 Championship MVP, 10 scoring kings and 12 All Star glory to leave NBA.

These unforgettable moments became the most popular stories.

People like Jordan and Nike.

The Jordan series, named after him, has also become the classic of Nike, and has maintained good sales for many years.

It can be seen how successful a successful spokesperson is for the enterprise.

In particular, like Jordan, has a long-term influence, so that Nike can be a long time to use Jordan as a banner to promote their products.