Thousands of wears, but sycophants don't wear.

Chen Lin said that Ding Zhizhong's itch, this logo is his proud work, speaking of which, many managers of the company have praised Mr. Ding's design is very ingenious, but none of them are as professional as Chen Lin said, and they can't help but find a sense of confidant.

Chen Lin smiled secretly in his heart when he saw Ding Zhizhong's unconsciously smug expression, and it was a coincidence that he had received an advertising order from Anta in Guangzhou Advertising Company in his previous life, and he was clear about its logo design concept.

Next, Ding Zhizhong talked about the great increase in sex and Chen Lin started a family routine, and the two talked about their own life experiences from design, and finally the topic turned to the sports brand that Anta is doing.

"Mr. Chen not only has a set of programs, but also has unique insights into business management, I don't know what insights Lu Dao has on the operation of sports brands?" Ding Zhizhong said with a smile.

Chen Lin was not modest, and said confidently: "Today, I am not afraid of being ugly in front of Mr. Ding, I really know about domestic sports brands, and I also have my own opinions." ”

"Ha Luha, that's great, I just want to hear what Mr. Chen has to say, I'll listen to it!" Ding Zhizhong looked at Chen Lin with interest.

"How to build a sports brand, simply put, in addition to doing a good job in internal quality and service, is to advertise, I will talk about my personal views from the aspect of advertising." Chen Lin sorted out his thoughts and continued: "Forgive me for being ashamed, in my opinion, at present, there are few people who don't know how to operate a brand in China, even how to advertise. ”

"Oh, what do you say?" Ding Zhizhong raised his eyebrows and said in surprise, if it weren't for the fact that he had learned that Chen Lin was indeed extraordinary through chatting with Chen Lin just now, he coaxed this bull, "No one in China understands advertising?" "He's going to be throwing it off.

Chen Lin smiled and said: "Domestic enterprises have a very superficial understanding of brands and advertising, even if it is Mr. Ding's same company, Li Lin is currently the largest sports brand in China, even if it understands the essence of advertising is far from enough." ”

"The nature of advertising?" Ding Zhizhong's eyes lit up, is there any essence to say? Ding Zhizhong became interested, couldn't help but sit up straight, and listened carefully to Chen Lin's words.

At this time, Chen Lin asked Mr. Ding to take a pen and a piece of white paper and put them on the coffee table, and then he drew a pyramid structure triangle pattern on the white paper for Ding Zhizhong to see, and said: "Mr. Ding, please see, this triangular figure is very good to reveal the essence of advertising." ”

Ding Zhizhong saw that Chen Lin had drawn a triangular pyramid-like figure, with two lines in the middle divided into three layers: upper, middle and lower from top to bottom. The top floor is the pyramid spire, and the bottom of the tower is the lower level.

Chen Lin then took a pen to add descriptive words to the lower, middle and upper layers of the figure, and he wrote the words "appearance", "quality" and "thought" respectively.

The upper, middle and lower layers of this triangle represent the three components of the brand, namely "appearance", "quality" and "thought". The higher the grade, the higher the grade. ”

The lowest content is "appearance", that is, the specific product, the popularity of the product and the appearance design of the product, to put it mildly, 99.9% of our domestic products are known, this kind of advertising is like a number of treasures. For example, I often see advertisements on TV like this: 'Provincial Excellent, Ministry Excellent, National Excellent' and then list a large number of certificates. Or find a celebrity holding a product and shouting a few non-nutritious words into the TV: 'Ah! What is so good to use! Even if it is the lowest-level design, many companies do it shoddyly, and the appearance of the product is ugly. ”

"Hehe..."Ding Zhizhong smiled after hearing this, it is true that many domestic companies advertise in this way, and after laughing, he looked forward to looking at Chen Lin.

"The middle layer is the "quality" of the product, for sneakers, it is his functional design, durable, shock-resistant, breathable, etc., "quality is the lifeline of the product", and it is also the foundation of all brands. I believe that Mr. Ding understands this, so he won't say more. ”

"At the top, the tip of the pyramid, on behalf of the "thought", there is a very classic sentence "the difference of thought causes the difference of the brand", throughout the foreign advantage of the brand, without exception to the product has been given a unique idea, and the essence of advertising is to brand the product with thought, this is a question of the domestic company has thought of such advertising? ”

Chen Lin talked eloquently, and after finishing the triangle diagram, he drank tea and waited for Ding Zhizhong's thinking.

The words "appearance", "quality" and "thought" echoed in Ding Zhizhong's mind repeatedly, "the difference in thought causes the difference in brand", "the essence of advertising is to brand the product with thought" Ding Zhizhong was shocked.

"Brother Chen, listening to your words is better than reading a book for 10 years, what you said is too classic." Ding Zhizhong was so surprised that he even changed his title, and he hurriedly asked for advice with an open mind: "Brother, you just said that even Li Lin's advertisement has a problem, can you tell me more about it?" ”

Chen Lin smiled slightly, he knew that the Tao had successfully impressed Ding Zhizhong, and this time the advertising contract was not far from ten.

"Hehe, I expected you to be interested in Li Lin, you see, these are the advertising materials I made for Li Lin and Adidas, Nike, and you will find where the gap between us and foreign giants is!" As he spoke, Chen Lin took out a stack of pictures from his briefcase, spread them out on the glass coffee table, and said with a smile.

Chen Lin spread out the picture materials to Ding Zhizhong, and explained: "This is Li Lin's advertising slogan over the years, from the initial "hope of China's new generation" to "leave the wonderful to yourself", "I exercise and I exist", "the beauty of sports is shared by the world", "excellent, from the true colors", etc., until the current "everything is possible" Li Lin's core values have been changing again and again, and each creativity is indeed wonderful, but it blurs his positioning and image. ”

"What's even more coincidental is that he also made the low-level mistake of following. Nike advocates "justdoit" Li Lin, "I exercise, I exist", Nike advocates "Ican", Li Lin "everything is possible", giving people the suspicion of imitation show. This kind of change is a common problem of our local brand, there is a company in Shanghai that has changed 6 brand managers in 8 years, and 6 brand managers have dug 6 wells, but each well is not deep. ”

"You look again, Nike's sneakers, in fact, everyone's product appearance, functional quality are the same, Nike's shoes are made in Guang * Dongdong * Guan, the same is made by Chinese, for what consumers feel so different? That's because Nike has always insisted on instilling the "sports spirit" of "justdoit" in its products, and the biggest essence of advertising is to instill a certain spirit in the product. ”

Looking back, Li Lin's advertising spokesperson, who are the people, second-rate stars, national football players. What do you think of when you see a national football player? That's "nothing is possible". Li Lin is still gaining popularity, and Li Lin's brand relies more on Li Lin's personal image as the "Prince of Gymnastics". ”……

Unconsciously, Chen Lin spoke for half an hour in one breath, and Ding Zhizhong completely became a student who humbly asked for advice at this moment, and he didn't dare to interrupt a word, and after Chen Lin finished speaking, he fell into deep thought......

"Shh After a long time, Ding Zhizhong took a breath and ended his thoughts, "Brother Chen, I have never believed that there is a genius in this world, in fact, others say that I am a genius, but I know that I am just a good time for reform and opening up, but today I believe it, not only believe it, but I also accept it." ”

"Hehe, Brother Ding has won the prize." Chen Lin smiled, and he also changed his words, such a title seemed kind and he couldn't ask for it.

"Brother, brother, I have an uninvited request, can you sell me these materials, I will buy them for 1 million..."Ding Zhizhong looked at the pictures on the coffee table and suddenly asked to buy them, but he was interrupted by Chen Lin before he finished speaking.

"Brother Ding, what are you talking about, you can take the information if you want, what kind of money do you want for a few pieces of paper?" Chen Lin waved his hand and refused, he put away the information and stuffed it directly into Ding Zhizhong's hand.

Don't underestimate these 10 pieces of paper, many bosses in later generations do not hesitate to spend a lot of money to study various MBAs, president classes are nothing more than to acquire new knowledge and broaden their horizons, and Chen Lin's information is advanced knowledge even in 2013, it is a priceless treasure for an entrepreneur.

"It's... My brother is so generous, so I don't want to accept it. Ding Zhizhong said gratefully, then he got up and walked to his desk to lock the materials in a drawer.

"Brother Chen, to be honest, would you like to work in my brother's company, the general manager of the marketing department is yours, plus an annual salary of 5 million, no, an annual salary of 10 million." Ding Zhizhong sat back on the sofa and said to Chen Lin seriously that he admired Chen Lin very much and felt that he was a rare talent, and this kind of talent was urgently needed by Anta.

"10 million annual salary?" Chen Lin was stunned for a moment, but soon he smiled and said gratefully: "Brother Ding, thank you for looking up to me, 10 million is indeed tempting, it is false to say that I am not impressed, but there are more important things in my heart that need to be guarded than money, and I can't do without the TV station for the time being, I'm afraid I'm going to say I'm sorry." ”

Yes, 10 million in 97 is a huge amount of money, enough for Chen Lin to live comfortably in this life, if it weren't for Yu'er, if he had just been reborn, he would definitely agree at this moment.

"Okay." Mr. Ding slapped his thigh, 10 million is a dumbfounded number, enough to ensure that a person has no worries about food and clothing in this life, Chen Lin is unmoved, which makes him admire, "Brother, you are right, compared to money, family affection is more important, and it is more worthy of a man's protection, no matter when the door of my company is open at any time in the future." ”

After finishing speaking, Ding Zhizhong got up and picked up the phone on the table and made a call: "Xiao Wang, you go to Jinjiang Hotel immediately to book a luxury box, and I will entertain VIPs at noon." ”

After Ding Zhizhong hung up the phone, he invited Chen Lin to lunch when it was almost noon, and talked about the contract while eating, and Chen Lin readily agreed.

In the luxury box of Jin Jiang Hotel, Ding Zhizhong happily signed a letter of intent for an advertising contract, with a contract amount of up to 50 million, and Anta spent 50 million yuan to buy the naming rights of "Happy Camp" for half a year.

That's right, it's half a year, Chen Lin temporarily added a gambling agreement to the contract, and agreed with Ding Zhizhong that the average rating of "Happy Camp" in the second half of the year, that is, in 98, can break 4 points, then the price in the second half of the year will rise by 20%, that is, 60 million, otherwise take the initiative to reduce the price by 20%, only 40 million.

"Brother Chen has a happy cooperation!"

"Happy working together!"

"Brother Ding, I salute you, a rich man, I'll do it first."

"Okay, brother, I'll do it too."

…

After the contract was signed, both of them were very happy, during which Chen Lin proposed to hold a grand signing ceremony at the Guangzhou media promotion conference, which was approved by Mr. Ding.

(ps:It took a lot of time to write this chapter.,It's laborious to write something too professional.,For the sake of me being so sincere, ask for recommendations.,Ask for collection.。 ）