Izi ndizomene zimapangitsa kuti ma Brande akuluakulu agwire ntchito
Muzinthu zambiri, makhalidwe a chizindikiro ndi ofanana ndi a anthu kapena zinyama. Anthu ena ali ndi chidaliro chachikulu, kapena amadzikuza, ndipo ndizinthu zambiri zomwe mwazimva. Mwachitsanzo, Nike ali ndi chikhulupiliro cholimba (Just Do It), pomwe Dollar Shave Club ikudutsa pazodzikuza kwambiri (Mfumu yathu Blades Are F ** Yaikuru). Zinyama zina zimadziwika kuti ndizokhulupirika kwambiri kapena zowodalirika, komanso zimakhalanso zamtengo wapatali. Amazon yakhala ndi mbiri yabwino kwambiri ndi dipatimenti yake yothandiza ogula makasitomala, ndipo ndi chimodzi mwa zifukwa zambiri zomwe zimapezeka pa intaneti ikukula mwakuya ndi malire.
Komabe, makina opambana amakhalanso ovuta kuposa omwewo. Zilibe gawo limodzi ndipo zili ndi zikhalidwe zosiyanasiyana zomwe zimakhala mbali ya zochitika bwino, komanso zomwe zimawakonda kwambiri. Nawa asanu ndi atatu apamwamba, popanda dongosolo lapadera.
01 Kudziwa Zoona Kumvera Kwao
Ndipotu, samangodziwa ... amawamvetsa. N'zosavuta kutayika mu nyanja ya malonda monga malingaliro, khalidwe, komanso ma HHI (Mapindu a Pakhomo). Koma kumapeto kwa tsiku, amisiri opambana amamvetsetsa omvera awo pamtima. Iwo si nambala chabe pa tchati mu zojambula za PowerPoint. Iwo ndi anthu, ali ndi mayina, maloto, ndi mbiri.
Pamene Nkhunda inayambitsa "kuyendetsa kukongola kwenikweni," zimamvetsetsa zomwe amayi akukumana nazo. Miyezo yosatheka ya kukongola ikuwonetsedwa ndi ofalitsa, ndi zoyembekeza zosatheka zomwe anthu adawakakamiza, zinali kulanga omvera. Nkhunda inatuluka ndipo idati, "hey, timapeza, ndipo tikukuthandizani." Chiwonetserochi chikusonyeza momwe supermodel yakulera kunja imachoka pafupipafupi mpaka kupyolera mwa mapangidwe, kuwala, ndi Photoshop. Zakhudza mitsempha, ndipo ndikudziwa omvera anu.
02 Akuyimirira Chinachake
Izi sizikutanthawuza kuti chizindikiro chiyenera kuthandizira umodzi wa gulu la ndale laposachedwa, kapena kukhala kunja uko kudumpha pa chifukwa kapena chikondi. Zimangotanthauza kuti mtunduwo umadziyika wokha kumbuyo kwa lingaliro, kapena kuti ndibwino. Pankhani ya imodzi yamtengo wapatali, Nike, imafuna kutsimikiza. Nike akukuuzani kuti "Ingochita Zomwezo," ndipo zipangizo zake zonse zamalonda zimakhudzana ndi lingaliro limenelo.
Kukhoza kuthetsa ululu ndi zopinga ndikudzipangitsa nokha ku malire, ndi kupitirira. Ndi Nkhunda, zoyenera ndi kukongola kwenikweni. Kutsatsa kwa nkhunda kumabweretsa akazi enieni, kukondwerera mawonekedwe azimayi m'zinthu zambiri. Ndi Apple, ndi kuphweka (kapena kuti, kale). Chitsulo chiyenera kufotokozera momveka bwino zomwe zimayimira pa malonda, malonda, ndi zipangizo zamagulu. Ngati izo ziyimira zinthu zambiri, izo zonse zidzatayika mu chimbudzi.
03 Mphamvu Yoyamba Pivot Mwamsanga
Chizindikiro chachikulu chiyenera kukhala chabwino. Izi zingakhale zovuta pamene mtunduwu ukukula, chifukwa momwe zimakhalira mu makina, zambiri zimachepetsedwa. Pamene chizindikiro chiri pachiyambi, n'zosavuta kusuntha mwamsanga ndikuyankha kusintha. Pamene chizindikiro chimafika kukula kwa Microsoft kapena Amazon, kuli ngati kufunsa nyanja yaikulu kuti ayenderere mumasekondi pang'ono.
Komabe, zina zazikulu zamalonda zakhala zikutha, makamaka chifukwa cha ndondomeko yovomerezeka, palibe micromanagement, ndi kukhazikitsidwa kwa chikhalidwe. Talingalirani tweet yotchuka ya Oreo yomwe inapita mu Super Bowl wakuda; "Nthawi zonse mumatha kudula mumdima." Imeneyi inali yofulumira kuthana ndi vuto lalikulu, ndipo anthu adakali kuyankhula za izo. Ndiye yang'anani chizindikiro monga Blockbuster. Zizindikiro zonse zinali pamenepo zomwe ziyenera kusintha kuti zisinthidwe mofulumira. Koma iyo inakumba mkati ndipo imayima nthaka yake. Ngakhale kuti Netflix inkalamulira, ndipo Amazon inalumphira pazinthu zowonjezera zamagetsi, sitolo zambiri zowonongeka zinayamba kutseka. Izo sizinafike panthawi. Ndipo iyo inamwalira.
Kukhumba ndi Kufuna Kwambiri
Mankhwala aakulu kwambiri amawononga chilakolako cha pore iliyonse. Mukusangalala mukamachita nawo nawo, ndikukhala wovomerezeka. Mukufuna kuvala mtundu wawo, kapena kutumizirapo pa Facebook ndi Twitter. Mitundu yosautsa imakhala yogwira ntchito, ndipo anthu omwe ali ndi udindo pa chizindikirocho amakhala othamangitsidwa mpaka kumapeto.
Tayang'anani Steve Jobs ndi Apple. Uyu anali munthu yemwe anaumirira mtundu wina wa Pantone pa nkhani ya Apple Mac, yomwe imakhala yosadziwika kuchokera ku mtundu wa msika umene ulipo. Izo zinkawononga zikwi zambiri kuti zisinthe, koma iye ankadziwa zomwe iye ankafuna, ndi zomwe wogula ankafuna. Steve nayenso anakana kuika iPad kudzera magulu otsogolera. Apanso, adadziwa zomwe anthu ankafuna, koma adazindikira kuti zingatenge miyezi ingapo kuti adziwone.
Makampani amene alibe chilakolako chimenechi samasangalatsa kuti azichita nawo. Kodi nthawi yotsiriza yomwe munayankhula za zinthu zazikulu zikuchitika ndi Dell, kapena IBM ndi liti? Ndipo zomvetsa chisoni, Dell ankakonda kukhala m'derali. "Dude, Iwe Ukupeza Dell" inali yosangalatsanso ndipo inathandiza Dell kukhala ndi dzina la banja. Musataye chilakolakocho. Idzazimitsa chizindikirocho.
05 Kusagwirizana Kupyolera Muyeso ndi Wopanda
Zingakhale zovuta kukhala chizindikiro chenicheni, makamaka pamene chirichonse chikusintha kuzungulira iwe. Zingakhale zophweka kwambiri kumangopita ndi kutuluka, kusiya kusasinthasintha, ndipo chiyembekezo chimakhala bwino kwambiri. Koma chizindikiro chomwe chimatsalira motsatira mfundo zake zamtengo wapatali chidzakula ponseponse m'madera omwe amasintha. Amakhasimende omwe amadziwa kuti angadalire chizindikiro kuti akhalepo kwa iwo adzalandira chizindikirocho ndi kukhulupirika kwawo.
Coca-Cola ndi chitsanzo chabwino cha mbali zonse ziwiri za mkangano. Nthawi ina, iwo adatsitsa njira yawo ndi chizindikiro kuti ayese pamwamba pa Pepsi (yomwe inali nambala ziwiri pamsika). New Coke inali tsoka , ndipo Pepsi adalandira mphoto. Okhulupirika a Coke anamva ngati ataperekedwa. Tsopano, Coca-Cola ndi chitsanzo chokhazikika. Iwo amadziwa chomwe chiri, chomwe sichiri, ndi choti achite kuti asunge uthenga wake wa "kugawa ndi kulowetsa" pamwamba pa malingaliro. Pewani kusasinthasintha kwanu, makasitomala anu adzamva kuponyedwa ndi iwo. Iwo adzayesa chinthu china, ndipo iwo sangabwerere konse.
06 6: Kukhala Wokonda Kwambiri ndi Kuchitapo
Mankhwala aakulu sayenera kugwira ntchito yowonjezera nthawi kuti atenge chidwi cha wogula (kapena, izo zimawoneka ngati zovuta). Chitsulo chochititsa chidwi chidzafuna chidwi. Mukudzidziwa nokha pokhapokha mutayang'ana pazomwe mukutsatira pazomwe mumaonera. Kodi ndi mayina ati omwe ali pandandanda? Mwachidziwikiratu, iwo ali ndi chinthu chosangalatsa kunena, ndipo amachilankhula nthawi zambiri. Pitani ku Instagram ndipo yang'anani zinthu zotsatirazi: Letterfolk; Zovuta; AirBnB; Starbucks; ShakeShack; Chithunzi; Mac Zodzoladzola; National Geographic; FedEx (inde ... FedEx).
Mmodzi womaliza pa mndandanda ayenera kupanga mtundu uliwonse kuti awone. FedEx amachita ntchito yowopsya kwambiri; imapereka phukusi. Ndipo komabe kupyolera mu chikhumbo chenicheni chokondweretsa ndi kumvetsera omvera, FedEx ili pafupi 74,000 otsatira pa Instagram. FedEx sikutumiza zithunzi za bokosi lofiira, kapena ndandanda, kapena anthu omwe alandira mapepala. M'malo mwake, Instagram channel imadzazidwa ndi maulendo okongola a ndege, magalimoto m'chipululu, malo okongola, ndi anthu a mizinda yosiyanasiyana. Anthu a FedEx amadziwa zomwe zili zosangalatsa ndipo akulikulitsa. Ngati pulogalamu yobweretsa phukusi ikhoza kupeza mtundu woterewu, aliyense akhoza. Mukungoyenera kugwiritsira ntchito chinachake chimene anthu akufuna kuchiwona.
07 7: Kukongola M'dziko Lomwe Linasintha
Zakhala zitanenedwa mobwerezabwereza; Tsopano, kuposa kale lonse, mawonekedwe ali pankhondo pa chikhalidwe chogwirizana. Makina aakulu akhoza kukhala dinosaurs, kapena amatha kupambana. Mitengo yaing'ono imatha kuponderezedwa, kapena ikhoza kukhala yaying'ono komanso yosadetsedwa ngati daimondi. Zonsezi ndizofunika kuti chizindikiro chomwecho chikuchitika pakali pano. Mwina chimodzi mwa zinthu zazikulu kwambiri zomwe zingaperekedwe kuyesayesa ndi Lego. Taganizirani momwe Lego analiri yotchuka (kapena ayi) zaka 20 zapitazo. Linali dzina lapakhomo, zedi, koma linali chidole chogwiritsira ntchito pulasitiki kuti chithetsedwe pa makampani opanga masewera omwe amakula mofulumira. Lego yasinthidwa.
Anagula mufilimu yaikulu ndi ma TV, monga Star Wars, Batman, Harry Potter, komanso Ghostbusters. Anapanga malo ogulitsira njerwa ndi matope zomwe zinali zochitikira ana ndi akulu omwe. Iyo inakhala yaikulu mu Disneyland ndi m'madera ozungulira dziko lonse lapansi. Linapanga mizere yambiri yamagetsi, monga Bionicle, Ninjago, ndi City. Ndiyeno, mliri wakugunda, Lego adalowa bizinesi yopanga mafilimu. Ndipo polemba ngongole zina zamalonda zamalonda (Morgan Freeman, Will Ferrell, Will Arnett, Elizabeth Banks), mafilimu ake adagonjetsedwa kwambiri. Lego amadziŵa bwino, ndipo ndi yaikulu kuposa momwe adakhalapo nthawi yomwe masitolo ogwiritsira ntchito zidole akupita pansi. Kodi chizindikiro chanu chingakhale chofunika lero? Kodi zingatani kuti zithe kugwirizana?
08 Umboni Weniweni ndi Umunthu
Ogulitsa amadana ndi fodya ndi zamatsenga, ndipo pamene chizindikiro chikuyesa ndikulephera kugwirizanitsa pa zenizeni, umunthu, zimakhala zovuta. Chodabwitsa, Nkhunda yatsala pang'ono kuzimitsa chifukwa chodzimvera chisoni popitirizabe kufunafuna kukongola kwenikweni. Mabotolo a mawonekedwe ndi makulidwe ambiri, kufotokozera maonekedwe ambiri ndi makulidwe a makasitomala ake aakazi, anali kutsekedwa kwathunthu. Chigwirizano kuchokera kwa omvera chinali chakuti izi zinamveka ngati kuponderezana; chinthu cholakwika ndi chopangidwa chomwe chinapangidwa kuti chikhale ndi mavairasi m'malo mogwirizanitsa kwenikweni omvera awo.
Samantha Skey, pulezidenti wa kampani ya digital media, She Kn Media Media , adanena kuti: "Ndikusintha kwa mau a nkhunda, pa malonda omwe ali ofunikira kwambiri komanso owona mtima, ku chinachake chomwe chingakhale 'skate la Lower Night' skit. Pokhapokha ngati mukuyesera kunyoza zonse zomwe mumayimirira, sindikudziwa chifukwa chake mungachite izi. " Izi zinkatsatiridwa ndi malonda omwe adawonetsa mkazi wakuda akuvula zovala zake kuti awulule mkazi woyera. Pamene Dove akunena kuti adatulutsidwa, ndi chitsanzo china cha Nkhunda yomwe ikusowa chizindikiro, ndikutaya pempho lake lenileni.
Komabe, chizindikiro chomwe chikupitirira kutamandidwa chifukwa chakuti chiri chowonadi ndi Cholinga. Icho chimadziwa chomwe icho chiri, icho chimadziwa mzake wogula, ndipo chikupitiriza kuwachitira ulemu. Sitikuwopa kudzisangalatsa nokha, kapena kuvomereza pamene akulakwitsa. Chifukwa chaichi, kukhulupirika kwa Target kuli kolimba kuposa kale lonse.