Is It Going To The Market Or Driving The Donkey? Brand Communication Reject Illegitimate Child

This is a dazzling world, a time when there are dark arrow everywhere. brand There are laughter and sorrow in the world of communication. The recent news of the shake up of the Ganji network has made us once again appreciate the brutality and reality of the competition in the commercial world, and has also given us inspiration and insights into brand communication.

In March 11th, Fair market Two deputy CEO 及数位总监级别的员工离职，如果在过去的2010年的3月，这则消息不会引起多少人关注，而2011年的3月，对于赶集网来说，已经人是物非今非昔比了，随着2010年12月底的5000-6000万美元的融资，赶集网腰包也阔起来了，央视近2个亿人民币的广告投放，赶集网成名了，为什么在风险投资已经进入后，大规模的广告投放后，骨干员工还会离职呢?如果说是风投的意愿倒不如直接说是因为赶集网广告投放失败的原因促成负责市场公关人员的离职，姚晨的骑着毛驴的赶集网广告已经深入人心，一头可爱的动漫形象的毛驴栩栩如生，这则广告成在这头可爱的毛驴败也在这头毛驴，从整个广告来看，毛驴的形象过度深入人心直接造成公众对赶集网的核心价值的漠视，从整个广告看完，让我印象最深的除了毛驴还是毛驴，这一致命硬伤的创意广告也直接给了对手百姓网以可乘之机，百 Surname net quickly seized and launched its donkey nets in a short time. After catching up with this problem, Ganji realized that it was already late and whether it was going to the market or driving the donkey. However, the advertising effect of Ganji network was partly an indisputable fact. The seriousness of the problem is also here, spending money on others' affairs.

Nets, even the signs of donkey nets, are almost completely copied from the people's network of Ganji network, but this kind of vicious competition is often hard to be stopped under the current society with inadequate legal environment. There is no doubt that the sign infringement is not registered. The question is whether the trademark of Ganji network has been registered. Relevant information has been queried. It shows that the current logo image of the Ganji network is not protected by trademark protection. The act of catching donkey nets can only make people feel bored. Why would they rather not spend more than 1000 yuan on trademark protection instead of spending hundreds of millions of advertising fees on CCTV and local investment? From this point of view, the resignation of the two vice presidents is appropriate. The birth of the donkey net is directly the result of the advertising of the donkey donkey. It can be said that the donkey net is the illegitimate child of the advertising campaign of the Ganji network, and this illegitimate child belongs to the rival common people.

The emergence of the issue of brand dissemination of illegitimate children and wild children gives us the following experience:

First, before conducting large-scale market promotion, please check whether the legal environment of the enterprise is perfect and match the requirements of large-scale promotion, so as not to let their own achievements be occupied by others. It is not the first time that such a thing has happened. If such a phenomenon occurs at the beginning of 90s, because the legal awareness is not enough, then it is not enough for people to dress their clothes for others.

The success or failure of advertising is not the eye catching creativity. It is the core value of the brand. Is the small donkey advertisement of the Ganji network attracting the donkey's donkey or letting the core strength of the Ganji network attract people? But the attraction of the advertisement of the collection network has been achieved, but the injury is more obvious than the originality. The overbearing of the donkey is not a bad thing. The bad thing is that the attraction of donkey has not been transferred to the core brand value of the Ganji network. Are we spreading the name of the collection network or spreading the donkey? Undoubtedly, the donkey has taken the lead in catching up with the net, whether it is going to the market or catching up the donkey net? This is the reason for giving the donkey net an opportunity. Second, market communication needs creativity, but creativity is not the most important thing. Creativity is the magic weapon to attract eyeballs, yet it decides one. Bruising two: weighing a good or bad advertising promotion is a standard that separates itself from its peers after it has been advertised. Otherwise, it only spreads its name. Then, the follow up of a colleague's advertisement will undoubtedly cause some of its consumers to lose and add to the homogenization of competition in the market. What is needed is to separate themselves from their peers and let consumers feel that buying products or services is the most correct choice for me. It is a unique choice. Has the advertising of Ganji reached the level and requirement? There is no doubt about it.

　　赶集网人事的变动也把市场推广以及品牌传播中需要注意的问题推到了风口浪尖上，对于赶集网与赶驴网的事件，我们需要的不仅仅是提出好广告的标准，更是在这场事件中吸取教训，广告传播只是品牌推广的一个部分，对于这场风波而言，赶集网需要怎么面对呢?如果两位副总裁的离职不是出于内部人事斗争的话，我想从企业管理角度来说，这个时候离职是合适的，凝聚人心，面对问题，解决问题，解决好问题后再谈内部人事问题，如果内部解决不了，外包给专业的危机解决机构，一个优秀的企业绝不是几个优秀的市场推广人员就能驾驭的，一个优秀的企业也绝对不是在市场推广上不出问题的，没有问题哪里有经验呢?通过这件事后，寻找到赶集网与百姓网竞争的真正核心竞争力，确立品牌价值，打造以传播赶集网核心价值为核心的传播体系，这才是王道。 We must track our opponents, but we can not follow our opponents, because the harassment of the donkey nets under the people's net is totally wrong.

Ganji network has a team of more than 900 people, only more than 30 members of the public network team, but sometimes guerrilla teams will do great things. The competitiveness of an enterprise is only one aspect, more is mobility, sensitivity to the market, brand promotion and dissemination, sometimes is the contest of market sensitivity. Whether it is creativity or the establishment of core values, what is the relationship between the value of the product and the customers?