Why Should Brands And Spokesmen Be "Broken"?

In order to find a good and attractive spokesperson, the brand is busy, but the official propaganda time is trembling with fear. However, the feedback from social media is unavoidable.

　 Why do brands always fall on the issue of "spokesmen"?

Some people say that is because the brand is not doing its homework well, making the decision worth millions of dollars just by intuition of CEO, creative director or a small group of executives.

More insiders are lamenting that the real reason is just the opposite. Brands often do too much detailed research work, so that they are almost lost in the details of the star's background, personal data, fans' traffic data, and the operation of benchmarking brands.

Especially in such a large and fast-growing emerging market such as China, under the weighing of all parties, the dazzling "traffic star" and "young people's love of small meat" have become the "reassurance" of many brands seeking help in all sorts of entanglements.

Unfortunately, such elected spokesmen often make it difficult for the real users to pay for the brand. They either have no sense of "public face" or complain that their real feelings are ignored. They even feel that the brand is deliberately catering to the social hot spots, exerting excessive force and losing dignity.

　　 Where did it go wrong?

In the past, the user of the brand was sitting in the auditorium of the concert hall, enjoying the singing of the soprano on the stage. Now it seems to be walking in the open air square. In a carnival full of Carnival cars and flowers, the street singer's voice is coming from all sides.

The relationship between brand and spokesperson (from soprano to street performers) has been completely overturned, and the scene of the "voice transmission" from the brand to the user (from concert hall to open plaza) has been completely changed.

How can the brand of spokesperson break the circle?

Without a spokesperson's brand, how can we break the circle?

Do people speak for themselves to break the relationship between brands and brands?

"Broken circle" candidate: the two extremes of balance: real vs virtual

Today, the brand spokesmen of the major brands weigh carefully and have four "difficult words":

1) over exposure, especially in the same period of time, with "public face", such as popular supermodel Kendall Jenner, has received 22 different ad endorsements in a month.

2) its so-called exposure does not match the true interaction rate between users. The reality show star Kim Kardashian West (Kim Kardashian) has no doubt about the exposure on social networking sites, but the survey results show that a large number of consumers believe that her credibility is not high.

3) high cost of cooperation and IP value that is difficult to quantify.

4) the hidden vulnerability and risk under the seemingly perfect "human setting".

Fashion needs emotional connection with people, and the image of concrete and IP worth is always needed.

When brand and user trust in traditional spokesmen decreases, the true and perfect image is very precious, but it can not be completely matched.

In China, due to the extreme development of social media and e-commerce, users' attention and purchase behavior are highly coincident, which directly leads to the "marketization" of the spokesperson, and the result is obvious:

The spokesperson's division of labor has been constantly refined, the number of objects for brand endorsement has increased, and the cost has been reduced. Large and small, more authentic newcomers, variety shows, and more powerful KOL in the vertical field, and more direct goods are emerging. Let many "ordinary people" act as brand ambassadors, brand friends, and even superstars on the Internet (such as Li Jiaqi, who recently burst red internet anchor).

In the world, the brand is looking for a more authentic spokesperson, and even found the perfect "personal setting" brought by technology: the virtual idol.

"Breaking circle" users: efforts from the communication scene

After the subversion of the communication scene, the traditional "concert hall" marketing strategy is worth rethinking.

For example, Gentle Monster directly curated the theme of Li Yifeng, which is more suitable for the carnival scene.

The offline immersive experience is the DNA of brand Gentle Monster, which is good at creating the Korean brand of the space. It is inspired by the childhood of star Li Yifeng, and in the same period of its Dream Visit birthday concert, it specially creates a experience space for assembling devices, multimedia and performing arts under the line. The brand has given full play to its own strengths in building space, to the greatest extent, to satisfy the star fans' desire to narrow the distance from the stars, and to enhance their awareness and goodwill towards the brand by draining it to the line.

Some of the best cutting-edge brands will also play a more important role in the strategy of spokesperson cooperation.

Compared with the huge input of commercial brand, the NEIWAI team of Chinese original underwear brand took three months to complete the copywriting and creativity of the whole marketing scheme independently. The film was completed by the professional team familiar with the cuckoo.

In the delivery channel, NEIWAI also has a new way. The three videos of the brand are all put through the cinema.

Liu Xiaolu, the founder of the brand, admitted that cinema is not the most cost-effective channel, but what she sees is the accuracy and experience of the cinema. "Our users regularly go to the cinema to see movies. We want users to see the best quality content and to yearn for it."

Today's brand and endorsement people understand that they no longer have a quiet audience, only users who want to be touched or interacting.

　 Spokesperson's "breaking circle": from endorsement to brand creation

Pop Rihanna (Rihanna) has 70 million 500 thousand fans in her personal Instagram, and her brand endorsement contract is usually astronomical.

Today, her identity in fashion circles is no longer a simple "brand spokesperson", but a gorgeous turn for the founder of a brand -- to work together with LVMH group to build its exclusive luxury brand Fenty.

It is worth noting that Fenty is the second luxury brand that LVMH group has nurtured and nurtured from the start of the 1987 Christian Lacroix. After that, Rihanna has become the first black woman to take charge of the luxury brand of LVMH group.

Speaking of this unusual form of cooperation, LVMH group's chief strategy officer, Jean Baptiste Voisin, said: "Rihanna is not the most famous person, and the number of fans is not the most, but she has charisma. I believe there are more celebrities and more fans, but they are not professional, but they are not Rihanna.

I believe this is also due to LVMH group's long-term observation and in-depth assessment of Rihanna's judgement, not only considering her true interaction rate and credibility as a star and users, but also seeing her as an entrepreneur's sense of responsibility and professionalism.

Previously, Rihanna has worked with LVMH group to develop a lucrative Fenty Beauty beauty makeup series. It has also launched a series of sportswear and shoe series with the German sports giant Puma, and also has a cooperative underwear brand Savage x Fenty.

Rihanna said, "my view of fashion is different, and it's not traditional, because I'm not a fashion industry."

Similar cases also include Lady Gaga, a Italy American pop star, and Amazon, the US electric giant Amazon, to launch the product line of make-up of Laboratories Laboratories.

The German sports giant Adidas has also promised to help American pop star Beyonc e (Beyonce) restart her female sports fashion brand Ivy Park, while retaining Beyonc's ownership and control over the brand.

More and more spokesmen "breaking circle", starting from "bumping goods" and even acting as brand leaders, expect huge profits, but they also have to shoulder huge business risks and opportunity costs. Unlike their brand spokesmen, building their own brands, even relying on male capital and professional teams, is hard to get by.

Recently, "gorgeous ambition" has reported that Kardashian, a super red man who sits on 143 million fans of Instagram, announced the establishment of a brand of body sculpting underwear. However, the product has not yet been listed. Because of the brand name and the Japanese pronunciation of "kimono" and the Rome spelling, the public relations crisis has been introduced. In a wave of opposition, Kardashian has been forced to declare its brand renamed.