"Story Marketing"? Entertainment brand effect

what sharp weapon can reduce the complexity and uncertainty of brand construction, and go directly to the core of the brand system & mdash;—— story. & ldquo; story marketing & rdquo; is not only a marketing means, but also the core and soul of brand building. Why are people obsessed with famous brands? Because there are always touching stories behind famous brands. & nbsp;

this is an era of material abundance and mental poverty, and people do not have much reason to focus on your products, but they are willing to listen to the brand stories you have built for them, because their dreams are contained in the stories. & nbsp;

stories not only achieve brand value, but also spread brand value. It should be said that there is no lack of classic stories behind many successful enterprises, but how to make the story a means of market communication embodies the wisdom of entrepreneurs. The following success story marketing cases may be able to interpret something worthy of reference.

< strong > the brand of scenic spots fuelled by movies < / strong >

< strong > < / strong > during the Spring Festival this year, the movie "if you are the one" made investors a lot of money and spawned a tourism craze in the film's scenic spots: Hokkaido in Japan and Xixi Wetland in Zhejiang Province. It is reported that after the release of "if you are the one", the beautiful scene in which Hokkaido quickly increased its popularity. Many travel agencies have also taken advantage of the business opportunity of New year films to add Hokkaido links in their itinerary, although the offer is very high, it is still very popular. & nbsp;

Dong Limei, manager of the exit Center of Hangzhou International Travel Service, said that in the past, many blockbusters could promote the tourism of location places to a certain extent, such as the popularity of the South Korean TV series "Winter Love Song," which once became a hit in South Korea, but the publicity effect of "if you are the one" is particularly obvious. As the best part of the film is filmed in Hokkaido, Japan, the beautiful scenery and romantic plot make Hokkaido a desirable target for many couples. & nbsp;

Similarly, Xixi Wetland is also famous for "if you are the one", and many feverish fans chased to Hangzhou to visit the beautiful scenery. & nbsp;

in order to cater to the market, Xixi Wetland Marketing Department even launched a short tour in cooperation with travel agencies to develop & ldquo; if you are the one & rdquo;, allows tourists to shuttle through the Reed marshes near the autumn snow nunnery scenic spots in the wetlands, visit the cultural and creative park & ldquo; Art Tribe & rdquo; Villa, and enjoy the ink wetlands of Ludang leisurely and bird-singing woodland. & nbsp;

on Hangzhou's local food website, & ldquo; Jade Linglong & rdquo; has become a term for high click-through and search rates. This elegant and expensive restaurant has been open in Hangzhou for many years, and its sudden popularity on the Internet is naturally related to the movie if you are the one. In the Santaishan Road & ldquo; Jiangnan meeting & rdquo;, tourists especially want to go to the tripartite talks among Shu Qi, Ge You and Fang Zhongxin in "if you are the one" & ldquo; Jiangnan first seat & rdquo; to reflect on the scenes in the movie. As for Ge You and Xu Ruo in that movie? Blind date, BMW Mercedes-Benz classic joke birth place-mdash;—— Qingchun Road Xinyuan teahouse, but also because of "if you are the one" and business is booming. & nbsp;

A movie turns an unknown scenic spot into a tourist attraction, which shows the marketing effect of the story on tourism.

< strong > the wonderful story effect of Zippo < / strong >

< strong > < / strong > Zippo is the number one lighter manufacturer in the world, and so far no one has been able to shake its dominant position. In addition to the excellent quality and excellent anti-counterfeiting design of Zippo lighters, gripping stories also lay a solid foundation for it. & nbsp;

it is said that during the Vietnam War, an American soldier was shot in the chest but survived because the Zippo lighter in the coat pocket of the American soldier blocked the bullet, so the Zippo lighter became the American soldier's ldquo; amulet & rdquo;. 'We often get Zippo from ldquo; shot & rdquo;, such as police and security guards, 'said George & middot; Duke, grandson of the founder of Zippo.' in the vast majority of cases, they always ask us to repair damaged lighters, not to replace them. George & middot; Duke guessed that they had a special affection for such lighters. Zippo keeps only a small number of lighters hit by bullets, and it is said that the Zippo lighter, which saved the lives of American soldiers, was bought by a big collector. In fact, what people know through this legend is the excellent quality of Zippo lighters. This kind of story marketing based on ldquo; function & rdquo; appeal is widely used by Zippo lighters. For example, Zippo lighters can light smoke bombs in bad weather, light bonfires in swamps or jungles, and so on. & nbsp;

in 1960, a fisherman caught an 18-pound fish in Lake Onida in the United States. While cleaning the innards of the fish, I found a shiny Zippo lighter sitting in the fish's stomach & mdash;—— looks brand new, burns in a dozen, and remains intact. & nbsp;

Zippo uses a series of brand stories to create a product culture that only belongs to itself and cannot be replicated. in the eyes of users, Zippo is not only a lighter, but also a legendary hero with touching stories that have created a 72-year-old romantic brand.

< strong > Fala: home Textile Brand and Love Legend < / strong >

in 1645, Valls, a famous Dutch textile businessman, took his only daughter, Farah, across the ocean to Taiwan to set up a textile factory. After months of sailing, Farah contracted malaria. Valls put his daughter, who had stopped breathing, on a bamboo raft, drifted down the river, and was rescued by fisherman Chen Yuyuan. & nbsp;

Valls was very happy that his daughter was rescued. In order to thank Chen Yuyuan, he brought him into the textile industry and entrusted him with an important task. Chen Yuyuan and Farah fell in love for a long time, but they were opposed by Valls and took their daughter back to Holland. Discouraged Chen Yuyuan went to Nanyang and founded & ldquo; & rdquo; Home Textile Brand commemorates Farah. In the middle of the last century, when Chen Yuyuan's descendants moved the factory back to Taiwan, they found a letter that Chen Yuyuan wrote to Farah but did not send, and then they went to the Netherlands to look for Farah's descendants. Later, they finally received an old sheepskin diary and a pair of yellow wooden shoes from the Netherlands. & nbsp;

this moving legend makes Jiang Jianhua decide to continue the brand story of ldquo; Farah & rdquo;, and promote this poetic home textile name at the end of the market. He believes that the ldquo; Farah & rdquo; brand has both story and historical influence, and is consistent with the taste of the white-collar elite. & nbsp;

maybe because of this, the company's total sales reached 150 million yuan in 2007, and in Zhejiang, & ldquo; decided that Farah & rdquo; home textile products occupied 20% of the market share. & nbsp;

Brand Story can be called the best soft advertisement. Without Brand Story, it is difficult to establish a brand. A brand without a story is a mediocre brand, it can only represent a logo, a symbol, a name, because consumers have no reverie for you, let alone know that you are different. With a good brand story and a good way of communication, the brand is formed naturally. In short, in today's information explosion, story marketing has become an effective marketing means for enterprises to improve the efficiency of communication with consumers. At the same time, story marketing has a variety of ways of expression, not only & ldquo; function & rdquo; appeal, but also & ldquo; emotion & rdquo; appeal, and more & ldquo; culture & rdquo; appeal. Which one is the most suitable for the enterprise? it is necessary for the enterprise to choose the most suitable way of performance according to the actual situation.