Brand hype, it's really a science.

And, in modern business, it is extremely important.

Businesses that hype up concepts, or create gimmicks, will really have a great advantage.

Those big luxury brands, each of them are masters of storytelling.

The suitcase of LV sunk into the sea for a hundred years.

Hermès has a saddle warranty spanning two generations after seventy years.

CHANEL'S MISS COCO.

To tell you the truth, the devil knows if these are true, aren't they all hyped up in modern times, and they have only begun to tell everyone!

The story is told more times, and everyone takes it seriously.

So, as long as you can find the unique elements of your brand and tell a story to more people, the more famous your brand will be!

Of course, I want to tell a story, I want more people to hear it.

First of all, you have to have a voice, that is, the story you tell is something that others are willing to listen to.

When Wang Ye hyped up his life, he actually told a story, and at the same time, he pulled Hermes to endorse it, which greatly increased his right to speak, and more people were willing to believe the story he told.

Now, he said that he wanted Moutai to hype up their microbial strain concept, which was a bit overwhelming for Moutai's top management.

Because it's beyond everyone's comprehension.

"What does Wang Dong mean...... Let's find a few doctors and experts who say on TV that drinking Moutai is good for people's bodies, and can it cure some diseases?"

Liu Dong hesitated for a moment and asked.

Wang Ye laughed and laughed, wouldn't that become a common "ancestral secret recipe" on TV, in that case, what else would Moutai be forced to do.

"No, no...... Don't get me wrong, what I mean is to let you promote the irreplaceable factors formed by the unique climate and environment of Moutai Town in the form of storytelling. It is best to include the long history of Moutai and the cultural heritage behind it through these stories. ”

Any big brand is trying to boast of its long history and profound brand heritage.

In this respect, Moutai is actually not inferior to any brand.

In terms of history, Moutai has been around for thousands of years, and there are those foreign brands, which one can compare.

"Storytelling, promoting history and culture, then we have Moutai too!" Liu Dong said thoughtfully.

"If you have it, just say it, vigorously publicize it, let the people of the whole country know, and even tell the story abroad. When the story of your Moutai is as famous as Chanel's Miss COCO and LV's century-old suitcase under the sea, then Moutai will really become a big name. Wang Ye said freely.

Seriously, Moutai is so famous in China, but few people really know its brand story.

Does anyone know how many years the Moutai brand has existed?

Does anyone know why it is customary to hang a red ribbon on Moutai bottles?

Why is there an image of a "fairy holding a cup" on the Moutai bottle?

and so on, very few people know, and this is also where Moutai Company did not do it.

Liu Dong slapped his thigh and said excitedly: "The story of Moutai, the locals know it! If you find someone, you can tell you a few, including myths and legends, as well as small historical stories." Let me tell you two. ”

Liu Dong told everyone a legend about Moutai, which is more representative and the longest story in the local area.

……

In the past thousand years, there have only been more than a dozen households in Moutai Village on the banks of the Chishui River.

A wealthy family with three large tiled houses stood out on the high ground on the riverside, while the rest were poor and lived in thatched huts distributed along the river. The people who live here have the habit of making wine.

But at that time, whether rich or poor, the technique of sake brewing was very common.

There was a wax moon one year, and Moutai Village, which has a mild climate in all seasons, made an exception for a heavy snowfall. Snowflakes flutter and flutter, from evening to dawn, from morning to dusk, and there is no intention of stopping.

At this time, in the wind and snow, I saw a ragged girl unkempt and barefoot, with a wooden stick in her hand, coming down from the mountain and stumbling towards Moutai Village.

She walked to the door of the rich man's house and saw a few helpers busy roasting wine in the wine room, so she stopped: "Brother roasting wine, I have chills all over my body, and I want to drink wine to warm my body and keep out the cold." ”

When the helpers saw that she was as cold as chaff and her teeth were gnashing, they hurriedly stopped what they were doing and looked at her with pity. A helper picked up an earthen bowl, scooped a bowl of wine from the jar, and handed it to her: "Drink it and go, the master will come later." ”

Coincidentally. As soon as the girl took the bowl, the master came out of the room.

He straightened his face, hurriedly snatched the earthen bowl from the girl's hand, poured the wine in the bowl into the jar, and said menacingly: "Get out of here, don't be wordy here!"

The girl glared at him disdainfully, said nothing, turned her head and left.

She walked along the stone path that stretched from the mountainside to the river, and walked straight to the hut. Under the eaves of a thatched hut, she stopped. In the house, a white-bearded old man was drinking wine with a basket, and in front of the stove, there was an old woman making a fire. The girl greeted her: "Old man, it's good." ”

The old man looked up, and saw a girl in tattered clothes standing at the door, and he was pitiful, so he said, "It's snowing outside, come into the house!"

When the girl came into the house, the old man took her to the door of the stove, and told his wife to make the fire bigger, and let the girl sit down by the fire, and then he went into the room, poured out the little wine that was left, put it in a bowl, and handed it to the girl: "Let me drink wine and warm up!"

The girl did not shirk, took the wine and drank it all, and exclaimed, "Good wine!

The old woman brushed the pot and made the bowl, planning to fry rice for her to eat. The girl stood up, hurriedly stopped, and made a gesture that she wanted to leave. The old man hurriedly said, "It's already dark, and it's cold outside, where can I go?"

The girl said, "There is no home, and wherever you go, it counts." ”

The old woman dropped the brush in her hand, stepped forward and took the girl's hand, and said, "We are all poor, so what are you polite about, it just so happens that my daughter has gone to her uncle's house, so you can stay in her house!"

After a while, the old woman also fell asleep. The white-bearded old man continued to hoop the wine Zhen. Hoop by hoop, unconsciously clinging to the wine Zhen, groggy and falling asleep.

He saw a fairy in a trance, wearing a crown of beads hanging from the head of five phoenixes and chaoyang, wearing a silk jacket with gold blind butterfly flowers, a pleated skirt decorated with jade, a red gold necklace around her neck, and two big red streamers on her shoulders.

I saw her holding a luminous cup in her hand, and sprinkled the elixir and jade liquid in the cup towards Maotai Village, and suddenly a clear stream appeared, pouring down from the halfway up the mountain and into the Chishui River.

Suddenly, the luminous cup in the fairy's hand disappeared again, holding a wooden stick in her hand. She stroked with a stick in the stream between the rich man's three tiled houses and the thatched hut, and then vanished.

Immediately, a familiar voice sounded in the old man's ears: "Let's use the water of this stream to make wine." Quick, the water is in the house!"

The white-bearded old man was startled, and when he opened his eyes, it was already dawn. He hurried into his daughter's room, and the girl was gone, and everything was still the same.

The door is also well closed. At this time, his wife also got up: "Old man, don't you say it's strange, last night I dreamed of a fairy ......"

The old man didn't say a word, but hurriedly opened the gate to take a look, only to see the morning glow in the east, and a round of red sun rising. A clear stream appeared at the edge of the village.

The old man excitedly took the ladle of water, lifted the bucket, scooped a bucket in the stream, and used the water to make wine. Within a few days, the wine was brewed.

As soon as you taste it, the color and fragrance are good, and it is really a stunning fragrance. The old man picked all the poor buddies, you taste it, I taste it, and everyone praised it one after another: "Good wine!

Since then, the people of Moutai Village have been making wine with the water of this stream. Strange to say, the quality of the wine brewed by the rich family became worse and worse, as if vinegar had been put in it, and the altars were all sour, and soon decayed.

The quality of the wine made by the poor people is getting better and better, it is clear and transparent, fragrant, and sweet. At this point, the wine industry is booming, and many business giants come to buy the wine here and sell it in various places.

Later, in order to miss this "fairy", the people of Moutai Village took "Fairy Cup" as the registered trademark of Moutai, and deliberately tied two red ribbons on the neck of the neck to symbolize the two red ribbons on the shoulders of the fairy.

……

After telling a story, Liu Dong looked at Wang Ye and asked, "How is this story?"

Wang Ye nodded, although this story is a bit cliché and sounds very mysterious, but there is no need to emphasize practicality and functionality in liquor, and it is not too much to add a little more cultural connotation and mythology to the brand.

"Tell the story, don't rush it, make an advertisement, highlight those elements on the packaging, take your time, brand building doesn't happen overnight. ”

If it's something else, such as cosmetics or clothing, Wang Ye will have more and better ways to help them build their brand.

But there is really no better way to do this thing with liquor, because it also involves the taste and eating habits of Westerners.

Even for red wines, it takes many years to break into the Oriental market, as well as huge financial costs.

Moreover, until now, red wine is not popular in China, and most people still don't drink it much.

Wang Ye can only help here.

This inspection in Moutai Town, the people of Pengcheng will also gain a lot.

When I went back, everyone purchased a whole box of aged Moutai, at least all of which were more than 30 years old, which is a good thing that is difficult to buy on the market.

As a shareholder, you can still enjoy this convenience.

On the plane back to Pengcheng, when Xiao Ma and Wang Ye chatted, they talked about their company's software, WeChat.