Malingaliro Omwe Ankawoneka Oyenera Papepala, Koma Ochita Bwino
Malonda ali ndi ntchito zambiri zoti achite. Iyenera kulengeza za mankhwala, ntchito, kapena mtundu. Ikhozanso kuwonjezera mtengo ku chinthu, kuti chikhale chofunika kwambiri. Mwachitsanzo, pali kusiyana kwakukulu pakati pa makina atatu omwe akuwoneka mowa kwambiri, Coors Kuwala, Miller Light, ndi Bud Light, mpaka momwe kukoma kumapita. Ogulitsa akugula chizindikiro, chomwe chimamangidwa ndi malonda. Ndipo malonda adziwitseni. Apa pali zomwe zimachitika kapena ntchitoyi, ndipo imachita bwino.
Koma ntchito yaikulu yomwe malonda amachitira ndiyokulitsa malonda. Palibe bungwe lofalitsa lomwe lingayambepo pampampu yomwe imakhumudwitsa malonda, kapena sinasunthe kayendedwe ka malonda m'njira yoyenera. Kungakhale kudzipha. Komabe, mapulogalamu a malonda amalephera nthawi zonse. Ndipo nthawizina ^ iwo amalephera molimba. Nazi malonda asanu ndi limodzi omwe akugulitsa kwambiri omwe anachititsa kuti malonda a malonda agwe pansi.
Mpikisano wa Kenyan - Mphindi Yokha
N'zovuta kudziwa komwe mungayambire ndi zonyansazi , zomwe zawonetsedwa mu 1999 Super Bowl. Awonetsani kuti pali gawo la ndalama zokwana madola 7 miliyoni zomwe zingaperekedwe ku Hummer watsopano (kumbukirani aja?), Malo awa makumi awiri ndi atatu anali okhumudwitsa pamagulu ambiri. Poyamba, malowa amayamba ndi gulu la azenje oyera, mu Hummer ndithudi, kukonzekera kukasaka wothamanga wakuda waku Kenyan wopanda nsapato.
Inu mumawerenga izo molondola. Amuna achizungu amasaka munthu wakuda. Ngati chithunzichi chinaponyedwa pamsonkhano kulikonse ku America, yankho lake likanakhala "kuima pomwepo, ndizoopsa!" Koma gulu lochita malonda la Just for Feet linakonda. Pambuyo pake, amunawo amapereka kapu ya madzi osokoneza bongo, omwe amamwa, ndikupita. Kenaka akukakamiza awiriwo kumapazi ake, ndikuyendetsa. Kuwonjezera kunyoza kovulaza, wothamanga akufuula "ayi! ayi! "ndi kugwedeza mapazi ake. Chifukwa sangathe kudziwa momwe angamasulire ming'oma. Yankho lake linali losanakhaleko.
Chuck McBride, woyang'anira wamkulu wa Wieden + Kennedy panthawiyo, sanakhulupirire zomwe anali kuona. "Nditangomva izi, ndinangopita 'Oh, shit,' ndipo ndinapita, 'Izi sizingapitirire.' Sindinakhulupirire kuti adachita izi. " Ndipo wotsutsa malonda wotchuka Bob Garfield, wa Advertising Age, adatchedwa ad, " neo-colonialist ... chikhalidwe chaumphawi, ndipo mwinamwake chiwawa. Kodi anthu awa adataya maganizo awo? " Mawu akuti Just For Racists anali kupitilizidwa ndi anthu kudera lonseli, ndipo zomwe anthu adayankha zinali zoipa kwambiri, Mapazi Akhaokha adayesa kuti adziwe kuti bungweli likuyang'anira, Saatchi ndi Saatchi, chifukwa cha $ 10 miliyoni. Pambuyo pake adasiya sutiyi.
Patapita miyezi khumi, mu November 1999, Just For Feet adawombera chitetezo cha Chaputala 11, chifukwa chogulitsa malonda ndi chinyengo. Ndipo pofika mu February 2000, Footstar Inc. inagula dzina la Mapazi a Just For ndi mabungwe a masitolo 70. Komabe, zowonongekazo zakhala zitachitidwa, ndipo mu 2004 Just For Feet amasunga kutsekedwa kwamuyaya.
02 The Spongemonkeys - Quiznos
Kodi mumapeza chiyani mukawoloka sangweji yokometsetsa yokoma ndi chowoneka chosawoneka bwino cha mano ndi mano osamveka? Eya, n'zosadabwitsa kuti mumapeza kampeni yomwe imagulitsa malonda awo mu chimbudzi. Ndipo ad ad adatero, The Martin Agency, amayenera kudziwa bwino.
Izi zidawoneka ngati akudumpha pa intaneti koma osagwira ntchito zapakhomo. Chidutswa choyambirira chimene The Agency Agency adasinthira chidatchedwa "Ife Timakonda Mwezi," chinapangidwira pa malo amodzi. Ndizodabwitsa. Ndizoseketsa. Igawanika. Koma ... kodi zimagwirizana bwino ndi mankhwala? Kodi mumayang'ana zinthu zodabwitsazo ndikuganiza kuti ziyenera kukhala zigawo zazing'ono? Winawake ku The Agency Agency anachita. Ichi chinali chotsatira ... ndipo chinali tsoka.
Ngakhale kuti malondawa anali ndi tani, palibe amene anamva njala atayang'ana. Asanayambe kuimba nyimbo zazing'ono, malonda a Quiznos ankangoganizira kwambiri zapamwamba za masangweji, ndipo ankamwa mkaka wosungunuka kuchokera kuchiwombankhanga. Zoonadi, mawanga amakhala ndi mapepala abwino kumapeto, koma chotsatira chachikulu chinali Quiznos = zolemera zamtundu. Kugulitsa kunachepa. Sungani oyang'anira kulikonse akudandaula. Zotsatirazi zinatulutsidwa mofulumira.
Komabe, ngakhale kuti malondawa ndi ovuta kwambiri, adakali okondedwa ndi anthu padziko lonse lapansi.
03 Imeneyi ndi nyama yokometsera zokometsera! - Alka Seltzer
Mwina mukhoza kudabwa kuona kuti chimodzi mwa zosaiŵalika, ndi chokongola, malonda a nthawi yamakono yamalonda anali kulephera, koma anali. Ndiwo nyama yokometsera ... koma osati zotsatira zokometsera zokometsera.
Tsopano, malonda omwewo ndi osangalatsa. Ndichilengedwe. Imachitidwa mozizwitsa. Ndi wanzeru. Ndi chidutswa chodziwika bwino. Chimene sichiyenera kukonda? Zakhala zikuwonetsedwa pazondomeko zamalonda kwa zaka makumi ambiri, ndipo izo, mbali, zimatipangitsa ife tonse kuganiza kuti ndikulengeza bwino. Koma, sizinathandize Alka Seltzer kugulitsa mankhwala ambiri. Ndipotu, malonda adagwa.
Vuto linali chifukwa cha nthawi. Chilondacho chinali patsogolo pa nthawi yake. Kumbukirani, kusintha kwa malonda komwe kunayambira m'ma 1960, mothandizidwa ndi ntchito yodabwitsa ya DDB, idakalipobe. Wogula analeredwa pa malonda omwe anati "agule, mugulitse mankhwalawa, ndizo zabwino, apa pali chithunzi chake, apa pali chithunzi chake, ndi wina, ndipo apa pali winawake amene akugwiritsa ntchito izo." Zamalonda malonda ndi chiwembu, ndi kuseketsa, anali zoperewera. Ndipo malo a Alka Seltzer m'chaka cha 1969 anatha pafupifupi maulendo onse akukamba za nyama za nyama ndi spaghetti msuzi. Choncho, omvera adatuluka ndikugula nyama zamphongo ndi spaghetti msuzi, osati mabokosi a Alka Seltzer.
04 Energizer Bunny - Mabatire Energizer
Inu mosakayikira mukudziwa msonkhano wotsatsa mu funso. Kalulu wofiira wa phokoso akuwombera phokoso amabwera pawindo, ndipo amayenda kuchokera mbali imodzi kupita kumzake. Izo zikupitirira ndi pitirira. Choyamba cha Energizer Bunny chinali ndi akalulu okongola achidole omwe amawombera ngoma, kufotokozera malonda otchuka omwe anachita Duracell mu 1983. Ndipo kodi izo zinali zotani? Akalulu a pinki akuimba ngoma. Amene anali ndi batoto ya Duracell anakhalapo yaitali kwambiri.
Taganizirani izi kwachiwiri. Panthawiyo, Duracell anali wamkulu. Kuwala kwachangu kunaganiza kuti njira yabwino yosiyanitsira bateri ya Energizer kuchokera ku Duracell inali kuyesera, pafupi ndi kalatayi, malonda ake otchuka. Iwo ankagwiritsanso ntchito mtundu womwewo wa pinki. Mukawona malonda, mukuganiza Duracell. Ziribe kanthu chomwe liwu likukuuzani.
Anthu mwachibadwa adasokonezeka. Pambuyo pake, kaminki kakang'ono kameneka kamangowoneka ngati kamodzi, ndipo Duracell anali atadziika yekha kukhala "batri imeneyo yomwe imapangitsa pinki ya pinki kukhala yotalika kwambiri." Kotero, ikafika nthawi yoti agule mabatire, anthu adayenda ndi Duracell njira zoposa Energizer. Mabotolo ena onse a Energizer Bunny adangowonjezera mphamvu ya mpikisano wawo. Panali ngakhale phunziro lochitidwa pa izi, kuyang'ana zotsatira zosayenerera za kubwereza zomwezo zotsutsa. Kotero, ngakhale kuti malondawa ndi otchuka kwambiri, anthu 40% omwe adawona kuti anali Duracell ad. Kugulitsa kwa Energizer kunatsika ndithu.
Posachedwapa, Energizer Bunny inali ndi malonda atsopano, pogwiritsa ntchito chikwangwani chophwanyika. Mwina tsopano, zaka zambiri pambuyo poti Duracell adayambe kukumbukira, Energizer Bunny akhoza kukhala ndi malowa. Ziri zovuta kukumbukira malonda a Duracell, ndipo Energizer Bunny ndithudi imapeza malo pop chikhalidwe.
Bob Johnson - Holiday Inn
Kubwerera mu 1997, malo a Holiday Inn anaposa $ 1 biliyoni pokonzanso. Tsopano ndizofunika kudzikuza nazo, ndikuzichita, Holiday Inn inathamanga malo wotchedwa Bob Johnson pa Super Bowl. Zinakhala zokhumudwitsa kwambiri kwa anthu kuti ziyenera kuchotsedwa kuchokera mlengalenga patatha masiku angapo chabe.
Nchiyani chinali choipa kwambiri pa izo? Chabwino, tiyeni tiyambe ndi zomwe zili potsatira. Icho chimapanga mkazi wokongola akuyenda kupyolera m'kalasi yowonjezera, pamene mawu amphongo achimuna amakuuzani za opaleshoni yokongoletsa yomwe wakhala nayo kwa zaka zambiri. "Mphuno yatsopano, $ 6,000. Milomo, $ 3,000. Chifuwa chatsopano, $ 8,000. " Kotero, pomwepo mukhoza kuona momwe akuyikidwa. Ndiye tikuwona mkaziyo akuyankhula ndi mnyamata amene adasewera Kenny Bania ku Seinfeld. Amayesetsa kumuyika, asanamzindikire kuti wakhala akukhala. Ndi Bob Johnson. Nkhope yake ndi yosokonezeka komanso osakhulupirira - osati mwa njira yabwino. Ndiyeno VO imati, "Ndizodabwitsa kusintha komwe mungapange ndi madola zikwi zingapo; Talingalirani zomwe Zoweta Zofumba Zikuwoneka ngati takhala tikulipira mabiliyoni. "
Nthawi yomweyo, gulu la LGBTQ linadabwa. Kuwonetsa zochitika zokhudzana ndi moyo mwanjira yotereyi kunali mawu osamva. Kulira kudandaula mizere. Koma, pokhapokha ndi malonda ovuta, chinali choyang'ana chomwe chinali cholakwika, nayenso. Malo ogulitsira maholide amadziwika kuti ndi ofunika kwambiri, otonthoza, ndi omasuka. Koma pa chisawawachi, iwo anali ndi ndalama zambiri pazokonzetsa zodzoladzola, ndipo sanawawonetse ngakhale. Ndipo apa pali chinachake choti muganizire; kodi makasitomala omwe amapita ku Holiday Inn amakhumudwa ngati mnyamata uyu anachita pamene adawona sukulu yake yakale yapamwamba bwenzi Bob? Kulephera kwakukulu komwe sikungapange kanthu koma kunyoza fano la hotelo.
06 Mzinda wa California - Wopambana ku California
Kufufuza kwa Google mwamsanga kwa Mvula ya California kumabweretsa zotsatira pafupifupi 1.5 miliyoni. Mwachiwonekere, iwo anali ndi zotsatirapo ndipo anthu amawakumbukira iwo. Malondawa adatenga Motown ndi miyala ikugunda, ndipo adawagwirizanitsa ndi mpikisano wa Emmy wopambana. Iwo ngakhale anali ndi kugunda kwa Billboard Hot 100. Ndipo ngati mwawona Wowongoka Outta Compton posachedwa, adatchulidwa mufilimu imeneyo. Chimene sichiyenera kukonda, chabwino? Bungwe la California Raisin Board linali ndi zifukwa zambiri zokhumudwa.
Magazini yoyamba inali yakuti mafilimu ang'onoang'ono a mphesa sanali abwino. Kalulu wothyola ndi manja ndi miyendo si njira yabwino yowulitsira mankhwala. Koma nkhani yaikulu inali yakuti malemba ndi nyimbo zinaphimba zomwe zilipo. Anthu anali kukumba malonda, ndikukonda nyimbo ndi chithumwa cha zonsezo. Koma, iwo sanatuluke m'magulu ndi kugula mabokosi a zoumba. Malondawa sanachite chilichonse kuti adziwe anthu za ntchito ya zoumba, phindu la zakudya, kapena china chirichonse. M'malo mwake, anthu adangotenga zolengedwa zoumba zokongola ndi kugula zolemba zawo.
Pulogalamuyo inakhala yotchuka, ndipo malonda anawonjezeka pang'ono pamene msonkhano unatha. Koma, mtengo wogulitsa unali waukulu kwambiri, kuwononga CRB pafupifupi kawiri phindu lawo pachaka. Ndipo pamene malonda amachotsedwa kuchokera mlengalenga, malonda kwenikweni amatsika . Mosakayikira, ichi ndi chimodzi mwa "chisomo chabwino, manyazi pa zotsatira."