From The Rise And Fall Of New Brun And Nike To See How International Brands Are Grounded

The same is the N generation, the same is the international brand, why New Balance is in China's spirit, and

Without looking at the brand's macro strategy, let's look at the plane from micro-blog tonality.

New Balance youth's primary colors, through the definition of youth, guide audiences to choose the life they want.

Nike instilled the belief of "surpassing oneself" and firmly believed that every day could be enough.

These two planes are just

Executive creativity does not represent a general direction, but what kind of presentation will you prefer?

How should the international brands of "tall and high up" connect with the local market?

1. Grounding gas = people.

International brands usually speak standard Chinese, but introduce products from French, British or Japanese perspectives.

This way of "international norms" is often manifested in maintaining brand tonality and copying brand language, but plating the brand's English copy into Chinese.

All Chinese characters can understand, but the arrangement and combination of Chinese characters will produce different meanings.

A good combination is to say that the audience can understand people; bad combination is to speak the rhythm of Chinese speaking foreign languages.

Product naming is one of the criteria for judging whether a brand has spoken words.

The image above is named after the product of SWISS THINS chocolate. It is not difficult to find that Chinese and English are not literal plation, but according to the attributes of the products, the English meaning should be appropriately added or reduced.

For example, Safeguard plates to Shu Fu Jia, and Pampers plates into Pampers, which is the result of "speaking people's words" which fits product attributes and Chinese context.

Two, grounding gas = dry personnel

The so-called "dry personnel" is to be based on local hot spots and do activities that the audience can understand.

For example, Coca-Cola's "nickname" campaign is the branch of global campaign nickname campaign.

Abroad, it shows as follows:

At home, it was thought of as:

"Goddess" "technical man" "expression emperor" is a popular term, which is the full score of "grounding Qi".

The success of the nickname bottle allows creativity to be lateral, and there are lyrics bottles, lines, bottles...

For example, M&M 'S in Shanghai's flagship store, wearing the armor of the M bean born Chinese Terracotta Army, the people's image is attractive.

Three. The lower limit of grounding gas.

Just imagine, if GUCCI let the square dance aunt carry their family's bag, jump on the Flash Mob, and jump the "most dazzling national wind".

If the serious and serious times published a "sleep XX, get up, hey" and "do not turn not Chinese" on official micro-blog.

This is certainly eye catching. However, the square dance mother will let it go.

The name of "shopping bag" is not conducive to its positioning.

Having said that, there are still many brands. The localization of its localization strategy is not in the ground gas, but in the lower limit.

The green arrows chewing gum advertisement of Jia Ling has once again refreshed the public's understanding of "greasy".

This advertisement seems to be using Jia Ling to contrast the green arrow's freshness. It is estimated that at that time the strategy was thinking, "Jia Ling likes everyone, Jia Ling can be red, Jia Ling can give green arrow a new brand concept."

But the strategy ignores the key point of a brand's pmission, which is to carry out reasonable creative execution on the premise of maintaining brand tonality.

To sum up, let the international brand get the test of the brand's ability to control the whole market, the familiarity with the sub culture, and the insight ability of the target consumers.

But anyway, we need to go back to the product itself, seize the bright spot of the product, and let the brand stand firm.