In fact, Shi Yuzhong finally communicated privately with Ji Ziyu, Cui Ning, etc., whether it is "conforming to public opinion" or "trying to override public opinion", with the core idea of "not receiving gifts during the festival this year, only receiving brain beijin", and the TV advertising creativity with the gift and gift market as the main strategy was decided.

Although the executives of Brain Baker believe that their strategy is also meritorious, after communicating with several salespeople and the company's family members and customers by phone, Cui Ning's strategy support rate is far ahead, and facts speak louder than words, so they have to shut up, otherwise it will seem that their level is limited.

Under the leadership of Ji Ziyu, there is naturally a cooperation agreement, but it is mainly strategic guidance, because TV commercials also involve scripts, shooting costs and production cycles, which require further communication.

But despite this, on the way back to the company, Su Ruoqing looked at Cui Ning's eyes with stars in the sky, and strongly asked Cui Ning to train herself on how to plan and be creative.

Although Huaxia has participated in many Cui Ning's proposals, and his own plan has been commented on by Cui Ning many times, he also put forward the same request, that is, he wants Cui Ning to teach himself more and make himself a real master.

"I'm not a master" Cui Ning said, "Director Hua, the reason why I didn't let you speak is to avoid too scattered and inconsistent opinions, and then everyone argues endlessly, after all, I am a friend of Mr. Ji, and Su Ruoqing is charismatic and invincible, and the executives of the other party are all engaged in marketing, so it can be said that almost all of them think that brands and planning companies are all showmen, and there is no right to speak without investigation."

But I'm going to focus on cultivating you, you must think more and summarize more. Really open your mind. ”

Feeling that Huaxia's energy value has risen from 50 to 65, Cui Ning really wants to make the company a super master organization.

"Mr. Cui, in fact, many employees of the company want you to teach everyone, after all, many people have not received strict formal planning training, the curriculum in the school, and the real enterprise is completely two worlds" Huaxia said, "Or you can tell us about it systematically"

"It's okay" Cui Ning thought for a while and said, "Just these few days, take an afternoon, let's talk about creativity, planning, and branding."

"Great," the stars in Su Ruoqing's eyes were shining, "I must take good notes, and strive to give ideas to the company."

Brand companies, say action, there will be no bureaucracy and big business disease, so two days later, one afternoon, Cui Ning's "brand and creativity" away from home in the company's internal lecture officially began.

However, in addition to the company's employees, Wan Xinglong and Ji Ziyu also participated, and then Long Yi and Long Nature would not let go of this opportunity.

Cui Ning's large conference room can't sit 200 people, but Cui Ning made one wall of the conference room that can be pushed and pulled, like a sliding door in the Oriental country, once a wall is pushed open, the conference room and the office area can be connected, and the company's upper and lower people can all sit on small stools and participate in the company's large meetings.

At the beginning, Cui Ning went straight to the point and asked a word:

"Excuse me, what exactly is a brand, and who will answer?"

"The sign of quality is the brand" replied Zhang Dahai, this is a person whose energy value has increased from 35 to 55, and he has been energetic recently, thinking about making a few classic cases.

Cui Ning nodded and continued to ask:

"Any other words?"

苏若青 says:

"I think a brand is a product trademark with a certain value"

Cui Ning continued to ask:

"Anything else?"

Xu Tiantian says:

"From my point of view, a brand is a brand that can be trusted"

Cui Ning nodded:

"My colleagues are right, just like human nature, there is no standard answer, but the brand must be valuable, reliable, with quality requirements, and can become a product or a technology in the field of commercial and economic circulation, such as Hailan, which is a well-known household appliance brand in our country.

For example, Phoenix Cola is a brand new beverage and cola brand.

And Huiren Kidney Treasure is a brand of medicine and health.

Of course, entrepreneurs and celebrities also have brands. For example, the Chinese New Year drama "See You or Leave" with a total investment of 10,000 is a New Year's drama brand. And director Feng Xiaoguang is a director's brand.

Therefore, in fact, everything can be attributed to the brand, and even the business behavior, which has commercial value.

And what exactly is a businessman?

In particular, the saying "no business, no traitor" in our country has led to a lot of misunderstandings about business merchants.

In fact, the term merchant really comes from our ancient history, the merchant of the Xia Shang Zhou, including the Shinong industry and commerce, each held a business, and they all started from the Shang of the Xia Shang Zhou.

But today I don't talk about history, I talk about the vernacular, what does it mean? That is, after the Zhou Dynasty destroyed the Shang Dynasty, many meritorious men divided the land, and the nobles of the original Shang Dynasty lost their rights and land, so they could only rely on their original connections and brains to do some business in the process of national integration, so they were called merchants.

To put it more colloquially, a merchant is a declining aristocracy, a person who has lost his rights and land, and can only do business.

But many of today's big businessmen have both rights and land, which is different from the concept of the earliest merchants.

However, the development of commerce has a prominent role in national integration and industrial progress, and merchants belong to the defeated aristocracy, so they have always had some ambitions and feelings of family and country, including the legendary Lü Buwei, Fan Li, Shen Wansan, and Hu Xueyan, all of whom are outstanding representatives of businessmen.

After talking about businessmen, let's talk about business and brands, in fact, our country's business model for thousands of years is completely different from Europe and Meizhou, but it has been greatly integrated in recent years.

How so?

The traditional businessmen of our country are very hard, and what they value is not the brand, but credibility and righteousness, which is related to the culture of our country. For example, it is better to find gold, love is stronger than gold, and there are things to do and things to do, etc., all of which are said about this.

However, Western business rules and brand theories are completely different from our traditional business thinking, they talk about rules and the spirit of contract. For example, equality and freedom are all about this.

In the process of national integration, commerce played an important role, including the Opium War, the First and Second World Wars, in fact, there were commercial consortia and interests at work behind it.

Since business has penetrated into all aspects of life, we can't simply think of it as transaction, so there are different schools of thought, or different sayings.

For example, sales, marketing, marketing, direct sales, etc., I will briefly introduce them to you.

According to the conventional and our conventional concept, selling is to do business, to sell things, focusing on buying and selling, so everyone generally believes that selling is a relatively simple and low-level behavior. For example, in the past, the merchants who walked the streets and alleys, or the farmers who produced and sold their own fruits and vegetables, we generally called them trading, doing business, or selling.

Marketing, is considered to create a culture and atmosphere, as well as to create a brand culture system under the sales, generally considered to belong to a relatively large modern system, that is, we often say marketing, which means sales behavior under modern enterprise management.

In fact, it is definitely wrong, this classification method is too simple and crude, and it looks down on sales, and raises the so-called Western marketing management, which is essentially a misunderstanding and suppression of our traditional culture.

For example, if I grow watermelons or vegetables on three acres of land, I can't eat them, and I have to sell them in the streets and alleys, or wholesale them to wholesalers, or pull them to the market to sell, which can only be called trading or sales, not marketing, which is not right.

Who said that if I walk the streets and alleys, I don't need a brand, and I don't need a brand identity? Who said that if I wholesale to merchants, it can only be a buying and selling behavior, and there is no modern enterprise management system?"

I was born in the early 70s, and when I was seven or eight years old, there were people who started to do business, and every neighborhood that sold tofu pushed a cart to sell it, including knocking bangzi, which is said to have a tradition of more than 100 years.

Rendezvous is a culture with a history of hundreds of people. It's all part of marketing and brand identity, so why can't it be called marketing? Why is it a level lower than the so-called Western management?

Including simply buying and selling vegetables, why is there no sense of service and concept, why is there no repeat customers and referrals, and word of mouth?

In the past, the aroma of wine was not afraid of deep alleys, which was the inevitable result of old customers and word of mouth, so how could it only be called sales, not marketing?

Whether it is from the legal point of view or from the perspective of our 5,000-year-old traditional culture, it is impossible, any person who does business, integrity-based, loss and gain, is the highest state of marketing, how can it be said that a "person who does business does not understand marketing"?

Also, the so-called marketing to be standardized, to have management rules and systems, I believe that everyone has basically been to the Great Wall and the Old Palace, each brick has a place and number, and even engraved with the name of the manufacturer, which is hundreds of years earlier than the West, including many traditional industry technology and inheritance, are extremely strict, and even to do a strict investigation of human character, which is more advanced than the management of modern enterprises for thousands of years, how has it become the so-called low-level business behavior?

Speaking of which, everyone may understand, in fact, the so-called modern marketing theory and management are the Western society in order to establish its own standards, and deliberately exaggerate the so-called marketing management, suppressing our traditional business and management, of course, we ourselves in recent decades have indeed lagged behind, which is also a fact.

But everyone here must remember that the origin of everything comes from the society, from the heart of people, including the choice of any product and service, whether it is in a remote village or in a modern city, the truth of marketing has never changed, and between sales and marketing, there is no wall, and the level of high and low, is to have behavior, service and brand is different, although a commissary cooperation or an old farmer, may not specifically emphasize this, but he is still marketing, and must be trusted by people, The process of trading.

Back to the so-called brand, as well as modern management, including creativity, since everything comes from our hearts, so brands and creativity are also the result of comparing hearts to hearts, as well as studying people's hearts.

Hailan put forward the concept of sincerity and service in the 80s, because the household appliances of that era belonged to high-end goods, high prices, and generally poor quality, and at that time, the supply system dominated by state-owned enterprises and institutions and supply and marketing cooperatives, the service was high, and the customer was not regarded as the object of service, and even the style of the uncle, so quality and service were the most concerned by consumers, and Hailan quickly became the brand that won the hearts of the people in that era.

In the 80s, we are all familiar with the advertising slogan, "the implementation of three bags of consignment", because at that time everyone did not have a car, and the level of corporate service was generally low, so these eight words made many users feel that they could buy, and they would be very assured.

Including "there must be a road before the car reaches the mountain, there must be a road to the windfield car", that is, at that time, our relationship with the Oriental country had just been established, and then in order to show goodwill to the people, they used our country's common saying, and said that their car is of good quality and can be driven anywhere, so it has been initially recognized.

Including this meeting, Brain Beijin brand, our creativity was highly recognized by the customer, and finally signed the contract, the process of the matter Director Hua and Manager Su are very well understood, please Director Hua to share with you, how I jumped out of the product to do creativity.

Director Hua, if you speak boldly, just explain the experience of the scene, your observations, and my thoughts clearly, and I will make additions."