"There is no feeling comparable to home."
Couplet, drums, ancient city walls, Fu, Monkey King, firecrackers, Facebook, festive celebrations. . . . . . The street, television, shopping malls, the scenes flash in front of us gay scene, although we are in this winter weather, still have an enhanced level of warmth and affection.
"We welcome you back !。。。。。。 together today, after too many links! Even if the next business busy to come back, you can still believe that there has always been our home!"
Beverages, photographs, old things, old friends, meeting rooms and even the original seat plate. . . . . . One piece, one after another, it is like I am still with old colleagues with pointers country, strategizing, experiencing mind surging, fighting as a team pride.
The last few days, I almost have not tell, and this can be seen everywhere in the street sign the most is the warmth of information disclosed, and the Coca-Cola headquarters in person to return to the most is the warm, Even though I did made me feel particular dream , but does have a strong feeling far the most - to go home, go home nice!
Walking the streets in Beijing recently will find friends, Coca-Cola Company is doing a very touching scene of a family ad: "There is no feeling comparable to home," which is the record of the first paragraph above. I was recently invited to be the leadership of Coca-Cola veteran, returned to the Coca-Cola and old leaders, colleagues together. This is the second paragraph of the description. A combination of both gives the impression, really have to admire the Coca-Cola through the emotional discovery, cultivation and promotion of achievements of the world's first brand to brand, the company super super powers.
Brand, is an emotional
This is the original Coca-Cola in my old leadership and the exchange process, he put up a sentence.
Occupying the original Coca-Cola, Coca-Cola that only a leading brand in the beverage industry, it is arrogant, domineering, generous, free and easy, in the course of their work, it gives us great convenience of marketing, pride, trust, there is pressure . Fast-paced marketing management, so that we feel is the key. Even if the regular group activities, dinner, training, seminars, only let me make the point of view of its internal staff admiration and respect.
From Coca-Cola Company, began in-depth brand research and brand-building, know Coca-Cola brand, complete emotional communication is a relentless pursuit. From our contact with Coca-Cola brand has not discussed it with little or basic functions of their products and brands, but in the consumer's personality or sometimes common interpretation, and continue to explore non-consumers and their brand communication gap true emotions.
We first look at the brand's three levels: function, personality, emotions (Figure omitted)
In recent years, the brand communication process, the Coca-Cola has always been the brand-building around the basic routine, a strategically advantageous position, in strict compliance with rational "emotional" basis for the process, continue to offer some constructive common, popular, but more and more in-depth human heart some of the "emotion-driven symbol," such as: "to be cool by their own" expression of passion for life, "Spring Festival take me home" expression of their grandchildren, "no feeling comparable to home," Call of the expression of affection and so on.
Brand, is an emotion. Coca-Cola in China's development process, in fact it is sentiment and domestic consumers has been conducting the process of communication:
1, strategic planning support for emotional communication: localization, "THINK LOCAL, ACT LOCAL". Localization itself closer to local customs on the idea.
2, product development with the emotional communication: eye-catching products. This not only thinking about the development of international brands in China, allowing consumers aware of the Coca-Cola early in the affinity.
3, product breakthroughs to meet the emotional communication: Nestle tea, green tea taste marketplace. There are no green tea in the Western concept, the Coca-Cola to break this rule.
4, strong emotional communication donor birth: Coca-Cola to the schools, this sense of social responsibility, gave birth to one of the weak support.
. . . . . .
Brand, is an emotion. When many companies are still selling products, selling function, personal selling, or do not know what the time of sale, why not add to the product of some emotional note, why not use the "heart" to talk to communicate with consumers, why can not we most easily ignore the love, affection, friendship, passion, warmth, feelings of parting, feeling together, waiting for love, looking forward to love, feelings of students and teachers, customs and so on start up, and even some of the most common and most popular, the performance of the most simple words out?
Culture, is to create emotional
Interviews with numerous enterprises, many enterprises are proud to claim their own businesses is how to how to create corporate culture, is how how relentless pursuit of quality brand culture, but very few people are saying: I set a good a good The purpose of culture is a good feeling in the training.
The Coca-Cola's old leadership, but also shared with me his understanding of brand culture, he thought: Coca-Cola said the brand culture is a kind of American culture, in fact, Coca-Cola's brand culture is a culture of emotional communication, only the consumer those feelings, but not with geographic or other factors not matter much.
He said he had recently done a few things are all due to this understanding: The first thing is that he was prepared before the Lunar New Year banquet at the Great Hall of the dealer and the associated partners, but a lifetime for those who want a hard year unthinkable into the Great Hall of the dealers, not only themselves, but also with their families to enjoy the highest levels of party, he wants partners to feel "Coca-Cola also like home than home"; second thing is, he has been so successful in human resources held a "self-travel" welfare activities, not once can be cross-sector portfolio, also free to arrange a time, most importantly, not once can bring their families, but also to the family subsidy !
In the course of his communication, he said that: Any employee has left the company, he will be their families, friends, relationships, phone, company name and even now with the company who had a good relationship, remember every detail as much as possible . Therefore, a door he asked me what to drink, and open the freezer at the same time, thought for a moment, that the phrase: "Oh, we all remember the original joke call you 'queer father', then you to queer it! "
We talked to the brand culture. When I first joined Coca-Cola said that a sincere compliment: "The first day of work as the company's owner." He wholeheartedly agreed, and once again stressed that culture is an emotion, brand culture, is to create an emotion, it is not only me, other colleagues have had such a good feeling.
He readily gave me a simple drawing of a graph:
Emotional - Brand --- --- Corporate Culture corporate behavior - Philosophy
From this picture, let us remember the cultural achievements of the domestic brands of white sand effective brand.
White sand, the tobacco brands, focused on creating a brand of white sand, "Xiang" culture, "Source of the millennium old well has been gathered into the side of the clear lake, will eventually blend with the vast magnificent ocean. Baisha to bringing in all the momentum, eclectic mind, continue to absorb the material and spiritual good results, get rid of getting high. "" The crane is a symbol of white sand culture, reflected: confident, calm, stability and harmony. "" Flying the realm of culture is constantly breaking, continue to create and continuously expand the brand and the business room to grow, so that consumers enjoy the white sands products in the hearts and minds, while feeling free to fly. "
In other words, fly culture is to feel the hearts and minds of consumers the freedom to fly. This feeling is the soul is the inner thought, is the feeling of free fun.
Why do some business meetings will provide the brand culture and extract them in the brand culture and even after a lot of communication, the brand has not been any upgrade, or no effect; some even diametrically opposed, since the opposite effect? From this view, the main advocate of such a corporate culture or not appropriate emotion, or with the emotional demands of step.
Culture itself is able to feel, but it is also emotional things. Brand appears to advocate a lot of culture, but failed to say that the purpose is to train consumers to what kind of emotions, ultimately the brand culture will never succeed.
The world's No. 1 brand Coca-Cola said, "no feeling comparable to home." In fact, we are not also from here, by extension, "not a brand means to match the achievements and target group to establish a good feeling" mean? !