Impact: Classic Practical Cases of Entrepreneurial Brand Operations

Author: Zeng Zhaohui
Publisher:
Publish Date: 2005-06-01
Features:
The Necklace Theory: All brand communication and promotion must revolve around a core. Because a brand's individual advertising, promotions, PR, sponsorships, and other activities, if not tied together by a unified theme, no matter how well they are executed, are just like a single pearl. Only by threading all communication efforts with a single main thread can a shiny necklace be formed. The value of pearls and necklaces cannot be compared on the same day.
The Fruit Tree Theory: If a brand is considered a fruit tree, then the products are the fruits on the tree. If a consumer picks a fruit from a brand tree and finds it sweet, they will also long for other fruits from that tree to be sweet. Therefore, companies must strive to build their own brands. After the brand succeeds, new products can be launched as long as they are labeled with the brand.
The Flowing Water Theory: We often say, "The camp is unshakable, but the soldiers are in constant flux." Here, the "unshakable camp" represents the brand, and the "flowing soldiers" represent the products. Only when products keep flowing can the brand remain vibrant.
The Brand Personification Theory: A brand is like a person, and a person is like a brand. Treating a brand as a person is the simplest way to understand it. Just as people have personalities, brands have character; people have temperaments, brands have individuality; people have thoughts, brands have depth; people have faces, brands have images; people can fall ill, brands can face crises, and they also need regular check-ups.
The Button Theory: Conducting brand diagnosis and research is like buttoning the first button of a shirt. If the first button is buttoned incorrectly, the rest will inevitably follow. In the early 20th century, specialized institutions emerged in foreign countries to design images for national leaders, as they were very early to recognize the communication value of public figures. Every word, action, and gesture of a public figure is professionally designed. Building a personal brand can save a company enormous advertising expenses.
After conducting in-depth research on hundreds of renowned entrepreneurs from China and abroad, the author has summarized the seven laws and seven traps for building entrepreneur brands. Combined with classic cases of famous entrepreneurs like Bill Gates, Warren Buffett, Jack Welch,, Wang Shi, Zhang Ruimin, and Pan Shiyi, who have dedicatedly managed their personal brands, this book offers practical guidance for Chinese entrepreneurs.