Nike's "As long as you do", only one word, but the least bit of difference, but the loss of thousands of miles. In this, I based bir brand strategy management "brand magnifier effect principle," Let us spread phenomenon through two brands, to interpret the Lenovo brand strategy management may be hidden problems and obstacles. 1, Nike's "As long as you do" - to be able to do it nike freestyle in the domestic launch of the advertising caused a good response, it is much more than advertising behavior, but a brand integrated media campaign, it once again a good interpretation of nike brand's core idea - "justdoit". Advertising in the United States, street ball star louisde? Silva and Brazilian soccer star Ronaldinho, can be described as status symbols nike brand, and creative boy named stickman nike brand is a symbol of the spirit, he is the image of freestyle spokesperson, stickman is the protagonist of the ad, he is simple, silent nike convey to the audience the spirit of the brand. & nbsp; & nbsp; & nbsp; stickman creative kid in the planning of this image, can be described as highly thought: Creative boy by flash production, is the fashion, the concept of science and technology of flash in the eyes of many teenagers representatives It is easy to form and adolescents to communicate effectively. In addition, by not having the image of the creative kid, convey the 'simple' message --- as long as you do, you will do. This ad captures the psychological weakness of young people, many of today's adolescent mental quality is poor, not confident, and believe that their actions do not pretty and shy, this ad is a spiritual communication, the cr Cheap air jordans for sale eative kid rose to a new attitude to life, and nike "justdoit" spirit of the brand performance to the extreme. & nbsp; & nbsp; & nbsp; at the same time, nike also active in Quanguo large search activity freestyle cool, let more young people to participate in the experience, nike select today's young people interested in sports basketball and football, runners can be skilled, fancy street ball action freely express themselves, be skills competitions, driven by speculation, rendering people interested in fashion and passion together, when everyone's interest evolved into When fanaticism, nike brand also shape the success. & nbsp; & nbsp; & nbsp; nike brand of integrated marketing done very well, perfect interactive activities and advertising is the nike's success. The business environment is impossible now simply relying on advertising communication to achieve good results, nike has been to create a highly participatory by trilogy: one to convey information through advertising communication; the second is activity is further support for advertising, both close connected, creating a high degree of participation by the implementation of activities; third is to emphasize the experience to make consumers feel nike charm. Nike's "As long as you do" from invisible to visible, "as long as you do," we will be able to succeed, do not care about how people say, you can show your personality, and all this is to bring Nike you, wear Nike, Nike experience the charm. Therefore, not only the sales of Nike sportswear, but a feeling of freedom in the world An image of confidence and hope, a new attitude to life. & nbsp; & nbsp; & nbsp; Nike brand valu cheap jordan shoes for men e of assets, is through decades to continue to strengthen the brand's core values ??formed, more than just a simple celebrity endorsements, a large-scale advertising communication, a sales promotion, product quality - Advertising Communication - Promotions - consistency of target groups, so that the promotion of the spread of the brand to achieve perfect harmony. Overall, Nike's brand strategy has a core philosophy, clear thinking, clever idea, and a complete brand strategy management system, highly execution mode of operation, therefore, Nike's "As long as you do" (justdoit) is It can do, and do very beautiful. & nbsp; & nbsp; & nbsp; 2, Lenovo, "as long as you want" - is impossible to think of & nbsp; & nbsp; & nbsp; Lenovo "as long as you want." as the theme of the new advertising, has been broadcast in the "Shenzhou V Heaven 'during a live broadcast, the association's ad described the new momentum vast, unprecedented scale, through the integration of its print ads also spread brand" as long as you want "slogan : "If you have no idea, thinking is always thinking if you have ideas, thinking can become computer; if you have no idea paper airplane will always be paper airplanes, paper airplane if the idea can become a spaceship 'as you want', everything. . anything is possible " & nbsp; & nbsp; & nbsp; Lenovo chose" Shenzhou V heaven "as the launch of its new brand slogan, indicating grasp the opportunity is still very fast and accurate. No matter what, Lenovo With this historic opportunity for a new image, the spread of brand new concept, is understandable, even if it acts as a public service advertising, like Lenovo thought: We chose Cheap air jordan 12 ovo this broadcast period The purpose is because "Shenzhou V Heaven" also coincides with the Chinese people the courage to innovate and ultimately a dream come true mettle is commendable. These advertising costs for the association is just a fraction, big companies, under good market effect, the advertising do have the effect, in fact, the effect on the market is difficult to judge, but if we look from the brand strategy, and its brand Value propagation little wishy-washy, unintelligible, and this spread does not constitute brand strategy. By the "Shenzhou V heaven" of the machine, Lenovo has not "Mengniu" more clever, "Mengniu" designated as the astronauts special milk, and took the opportunity to hype, largely to enhance the value of the brand, is a brand of self-transcendence; and Lenovo just played "Just think about the" role, the lack of brand actual act, for the consolidation of visibility is good, but does not have implications for the creation of brand value. If the "Shenzhou V heaven," the operating system application technology, Lenovo, Lenovo brand communication is more valuable. & Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; in this, let us think of the "If you want to" and "as long as you do" carry out a comparison, not ugly Nike the Lenovo brand communication, but also just stay in the image. Nike, for decades, has been advocating "justdoit" spirit of the brand, through product innovation, brand communication to promote the accumulation of brand equity. Lenovo branding of course, but the ups and downs, the lack of a clear brand main line by a gorilla ever done in the past Lenovo Lenovo machine is simple to explain; ple cheap foamposites ase the king is too small far-off stars advertising done to showcase the brand's image of endorsement sincere; Zhang Ziyi. Please also spent a lot of computers Lenovo stylish exterior design to make the promotion; To further stimulate the vitality of the market Lenovo, Lenovo Lenovo has even f4 invited to help out, to consumers began "Meteor Rain"; more people beyond the imagination of the operation as well as accompanied by the Internet boom surging, the company launched a fm365 website, more dazzling by Nicholas crazy interpretation of suspense advertising, large-scale bombing, appeared Shique is a fashion site, the lack of brand Rational Thinking strategy, seem restless. Lenovo's course of development, advertising slogan from the "human loss of Lenovo, the world would be how" to "Lenovo approached you, science and technology come near you", to the current "as long as you want," During this period only brand slogan change, although the association wants consumers to understand the association mature "middle-aged" image behind, but has a rich imagination and creativity. However, the brand communication but disorganized, lack of prudent and honest appeal, and the association has been nothing to think about, but could not get people to experience the charm of the brand through brand specific behavior. Lenovo really do not know what people want? Lenovo recently launched an astronaut holding a Lenovo notebook computer to fly in space, TV commercials, their performance is too focused on the form of advertising and ignore the demands of brand value. Lenovo, "as long as you want," the advertising slogan, not an error, but just stay on the image cheap jordans for sale or manifestation of the spread, making the Lenovo brand promotion and dissemination, difficult to form a system of brand business model, Lenovo's "as long as you want." it is only in slogans, difficult to implement in action. & nbsp; & nbsp; & nbsp; an overview of the global industry, a strong brand it, regardless of Hewlett-Packard, Cisco, or ibm, Sony, and their brand advertising are not many fantastic handwriting, the performance brand's core values is a basic requirement, this may be it industry technical of the decision, but it washed away Magnificence of brand communication really show real maturity and sincere atmosphere. HP's global advertising campaign officially launched in China, with a lovely green ogre Shrek endorsement ads, for example, on the one hand reshaped hp plain friendly, full of humanity and the life of the colors, also indicates hp technical design of charm . All ads show a common theme "HP technology and achievements dream" throughout, passing out a simple philosophy: HP + client = everything is possible. ibm "You see?" campaign, so that consumers "Look, old application perfect match; see, customers and business partners closely; see, today's outcome of tomorrow continue," "look, better collaboration; see, faster decision-making; see, at a lower cost "...... these brand communications giant it is to enable consumers to see the brand as they create value. Lenovo's "as long as you want", so that consumers can think of it? What seems to be able to think, unable to think about anything but. & nbsp; & nbsp; & nbsp; 3, Lenovo's "as you want" - need to first think clearly & nbsp; & nbsp; & nbsp; Lenovo's "as long as cheap jordans for sale mens you want "What happened in the end is to make consumers association? How to think? How to create value through the dissemination of the brand, creating value for consumers? Lenovo, "as long as you want" just to let consumers to imagine, did not go to the Lenovo brand to consumers emphasize imagination through effective communication, how to create value. Although Nike's "As long as you do" is also spread by advertising, telling consumers lay down their psychological burden, to show self-personality, "as long as you do" can be successful, and this is all through the Nike sports experience, to feel the Nike brand of charm, so that consumers form the Nike symbol of success, Nike garden of psychological help you get rid of, beyond the self, giving the confidence and strength to achieve a successful brand association, thereby creating value for consumers. Lenovo brand communication is an illusory flying behavior, hard landing, with the core brand value creation out of touch. & nbsp; & nbsp; & nbsp; Lenovo "If you want to" brand slogan, more than just a brand re-shaping of the problem, but "Lenovo brand identity by replacing further combed and clear connotation of the brand, the company is also a necessary requirement to enter the international. " Yang said. According to the plan the Lenovo brand management department, with the replacement of brand identity, so that the original connotation of the brand blur clarity, giving the new brand "integrity, innovation and dynamic, high-quality professional services and easy" advanced concepts, so that the original chaos of brand architecture and decision-making systems to rationalize, standardize bran cheap jordans online d management, unified brand external performance. But I think this is a revolution in the management of the Lenovo brand strategy, Lenovo's image communication is only outward manifestation of the brand strategic objectives and means, do not constitute a real brand strategy, Lenovo's brand strategy planning lack a clear idea of ??the system, so that the brand strategy objectives become blurred. Lenovo brand strategic planning, not just the image of planning, and the idea of ??the sort, but should be a business to optimize the allocation of resources, re-positioning and recognition of the brand, Lenovo, "as long as you want", the first question is not for consumers how to think, but think of how to think? What Lenovo brand strategic objectives? How to achieve this goal integrated brand equity and create value for consumers what? Market competition in the future what kind of role the association plays, rely on to participate in the competition and gain competitive advantage, strengthen its market position. & nbsp; & nbsp; & nbsp; and Intel are trying to enter the mobile space leadership, but only how to make Moore's Law become the rule in the mobile field. In China, 3g sudden hubbub of discussion once the smoke dissipated, replaced by a wi-fi wireless LAN technology. Perhaps many people do not know so far is what wi-fi thing, but this is not important for Intel, the key is that people just know "Centrino" for them to be able to achieve such a service would be sufficient. Right now Intel is holding $ 300 million of its costs in the world for this is called "Grove second son" Centrino laptop processors rallies. Intel Centrino has become the Retro jordans for sale industry's downturn can get rid of it as soon as possible and successfully enter the mobile space the maximum bet. This bet will be Intel's tomorrow. bleak industry for several years it has seriously affected the performance of Intel. Intel's revenue in 2002 was only $ 26.8 billion, 25% lower than two years ago, while the stock is down 80 percent. & nbsp; & nbsp; & nbsp; a choice placed in front of Intel in the market downturn, or the throttle is open? CEO Craig Barrett believes that "the market downturn in innovation investment holding company, will gain market share in the upturn." Successful companies do not put money up waiting recession in the past, but to find a way to spend money. That is why Intel will still be in the industry downturn inroads into the reasons for the mobile communications field. & nbsp; & nbsp; & nbsp; in the traditional enterprise it ideal journey towards large communication, generally there are two paths: one is the direct route before, namely merger communications vendors or their own R & D, straight across the communications industry; it is after a tortuous routes to pc as a starting point, the use of wi-fi (wireless LAN) indirectly into the field of telecommunications. Intel has operations in two roads. Intel's chief technology officer patgelsinger will this strategy named "Intel wireless freedom" (radiofreeintel) strategy. In short, he wants to Intel to be able to automatically detect and connect to a new wireless network or wi-fi fully integrated cellular telephone network radio transceiver into its various processors. & nbsp; & nbsp; & nbsp; Yang, general manager of Intel China believes that such l Retro jordans for sale arge-scale strategic expansion of Intel is not blind, but a tide of performance. "The combination of computing and communications is already an indisputable fact, for several years Intel has been preparing for the arrival of this integration," Yang that because Intel's leadership in chips, Intel will decide to play in this important fusion role. & nbsp; & nbsp; & nbsp; From then on, we can see that Intel's brand strategy planning is very clear, and leadership is trying to enter the mobile space, let Moore's Law become the rule in the mobile field. Intel took out $ 300 million of its costs in the world for this is called "Grove second son" Centrino laptop processors rallies. Intel Centrino has become the industry's downturn can get rid of it as soon as possible and successfully enter the mobile space the maximum bet, the bet will be Intel's tomorrow. In order to make the brand communication strategy more focused and clear, the whole strategy named "Intel Wireless freedom", identified a mobile field into the role played by Intel, so the direction of Intel's brand strategy, and more focused. So the other hand, Lenovo, before talking about brand communication, business development strategy is to not think clearly? & nbsp; & nbsp; & nbsp; brand expression is appropriate, is in place, in addition to the dissemination of results to measure the brand, more importantly, it is also the first choice for enterprise-based business strategy to be judged. If the company itself does not have a clear strategic vision, any appeal for consumers is meaningless. Lenovo needs through the background of a clear corporate strategy to plow clear connotation of the brand, raise brand theme. & nbsp; & nbsp; & nbsp; Lenovo trying "as long as you want," the subject of such an open, interactive way for consumers to put forward a vision, to build a platform for the business idea. But the premise is that this can not be the first to associate himself sketched out the company's strategic vision? Lenovo's development vision in the end is located in the home computer to associate with home appliances to consumers innovative way of life, or positioned in order to provide full product support business solutions? Parallel or both? Is doing in the field of computer and network applications and professional services, or do it diversified in the field, and even cross-industry business? In fact, "as long as you want," the slogan was unable to articulate a strategy for any of the above original scene. Thus, not only simply a brand image "combing" of the problem faced by the association, but a change in brand strategy, corporate level, this strategic thinking if the business he did not think clearly, consumers are unable to go " I want to ". illusory misunderstanding spread the core issue is the policy, the strategic choice is the brand strategy to solve. Lenovo brand image of remodeling, do not constitute the entire brand strategy, brand strategy, but only the outermost layer of behavior, and more's the pity is that this is a fragmented brand core values ??of invalid communication, is a waste of resources, It will put the Lenovo brand image from the chaos of the status quo towards another imaginary. & nbsp; & nbsp; & nbsp; Looking at it in the field, successful companies, whether it is Dell or Hewlett-Packard, Cisco or ibm, its brand value and core competitiveness is not the product itself, but to offer their customers provide an effective complete solution. How to brand strategy-oriented, from the added value of improving product start with clear business development strategy, and then place demonstration of the value of the brand to consumers, local enterprises, including Lenovo has been very successful so companies need to think deeply subject.vans-band-of-outsiders-authentic-01.jpg (52.36 KB, download number: 0)
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2013-11-16 08:52 upload 00Although it is winter, the enthusiasm for Nike Flyknit Racer has not declined. The day before the brand again for this popular shoes launched a new design, new Flyknit shoes in blue as the main colors, with colorful fusion embellished, and with Dynamic Flywire dynamic fly line technology locking feet, finally equipped with the built-in Zoom Air cushioned Phylon midsole show.
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