BBC Journey To The West Deviates From Brand Communication

In the past few days, the BBC version of the journey to the West has been the focus of attention in the Olympic publicity program, Sun Wukong's nest, which is launched by BBC radio. Why do netizens curse the BBC version of journey to the west? From the feedback point of view, the main focus is: the ugly image of Sun Wukong, the sand monk; the "Saint girl" Avalokiteshvara to become "foreign girl"; the story is far fetched. According to Sina's Internet survey, 38% thought that BBC did not know anything about the animation, and 28% thought they were "vilified traditional Chinese culture". It should be said that BBC is very smart. It has found a good entry point to publicize the Olympic Games in Beijing. With the interesting stories of the journey to the West and familiar mythical figures, it can convey the Olympic spirit and Chinese culture. But why did it encounter the rejection of Chinese audiences? From the point of view of brand communication, it violates the principle of "flesh and blood". What is "flesh and blood"? "Flesh and blood" is a natural biological phenomenon. Since ancient times, "flesh and blood" is often used to describe hard to separate love and family. The same is true in brand communication. If the brand is likened to an organic life body, the bone is the essence, the core and the form of the brand, and the flesh is the support, elements and content of the brand. The unity of brand essence and brand support, the unity of communication core and communication elements, the unity of communication form and communication content constitute the "flesh and blood" of brand communication. The BBC version of journey to the West reminds us that enterprises must be "flesh and blood" in brand communication. They can neither separate themselves from their flesh or bones, nor engage in "two skins" to cram beef into pigs, otherwise they will be too late. First, the inherent image of the brand is hard to break. Sometimes when we are exhausted, we say, "the skeleton of the whole body is scattered." we can see the importance of the skeleton to the human body. "Journey to the west" has a distinctive brand in the eyes of the Chinese: Liuxiaolingtong played the smart, capable, outstanding personality of Sun Wukong, the ice and jade, the hardship of Avalokiteshvara, the steadfast, simple and honest sand monk, but in BBC's Sun Wukong's nest, the Sun Wukong's face was grim, the world looked like a monster, and the sand monk looked like a monster. It can be seen that BBC did not understand the essence of journey to the west, but just understood the image of "four masters and four disciples" out of context. The construction of corporate brand is not a day's work. How to make consumers develop sustained brand awareness and healthy cognition? It is very important to understand and depict the essence of a brand. When Cocacola first entered China, it wasn't called Coca-Cola. It was translated into "waxing wax". It was very strange. Later, Coca Cola Co studied 40 thousand Chinese characters, and finally selected the brand name of Coca-Cola, which we now know very well. It means "make people feel very happy" or "globrand.com is full of happiness", which is in line with Cocacola's brand intention. In the case of Coca-Cola's formula changes, enterprises are willing to change their recipes and adjust their brand's taste, so that consumers can't stabilize the market. It is not entirely impossible to dismantle the bones, but if we want to "hurt our muscles and bones", we will still die if we fail to win the brand. Such as Lenovo's changing the standard, pulling the whole body and moving the whole body, after "bone change" is "exchange blood" and "replace meat", there are a lot of supporting work to do. Facts have proved that Lenovo is successful. Because the essence of the brand is inherited and innovated, but it has not been abandoned. * pig pig second, brand "flesh and blood" is natural and reasonable, do not imagine "separation of flesh and blood". Just like "skin does not exist, wool will be attached". Only a skeleton or a mummy can be left behind without any current market value. It may also leave behind the suspicion of "selling sheep's head to sell dog meat", with pork bone injected with beef (now pork is more than Niu Rougui). Sun Wukong's BBC's "nest of the birds" is a very creative idea. On the way to the road, Sun Wukong defeated many of the monsters by putting shot, hurdling, pole vault, horizontal bar, swimming and other Chinese sports skills together with Chinese Kungfu. It made people's eyes bright and vividly conveyed the Olympic spirit. However, it was far from the essence of journey to the West. There was not even the appearance of "master" Tang Seng. Because of the failure to understand the spiritual connotation of journey to the west, it is impossible to comprehend the height of "Buddhas" - the belief in achieving goals, good deeds and good deeds, just as the Olympic spirit of movement, the pursuit of higher, faster and stronger is the most valuable, and as for hurdle or shot put, it is only a form of expression. Sha Sha monk called "strategic decision tactics" and "way of thinking decide the way out". The inspiration of the BBC version of journey to the west to brand promotion is that every enterprise's planning of pushing events and the appearance of every spokesperson must obey and serve the overall situation of brand building, otherwise it may be twice the result with half the effort. Like the Qin pool at any cost, the king of glory, the sun god of the aura, and the "iridium star" falling down, they are the astronomical figures for the investment in brand building, and in the end, they are the negative textbooks for brand textbooks. In the first place in Asia, China is the first to be able to withdraw from the market. AUX, which wants to end the huge profits of the auto industry, has finally embarked on the road of delisting. The eyes of consumers are bright. Do not fantasize about the form and content of "two pieces of leather" to be successful, and do not engage in any "tricks". The end of "separation of flesh and blood" is often tragic.