Yilokho okwenza amabhangi amakhulu aphumelele
Ngezici eziningi, izici zomkhiqizo zifana nezabantu noma izilwane. Abanye abantu banethemba elikhulu, noma bayaziqhenya, ngakho-ke baningi bezimpahla ozizwile. Isibonelo, i-Nike ine-swagger eningi eqinisekisayo (Just Do It), kuyilapho i-Dollar Shave Club imingcele ngokuziqhenya okungenangqondo (i-Blades Are F ** yenkosi enkulu). Ezinye izilwane ziyaziwa ukuthi zithembeke kakhulu noma zinokwethenjelwa, ngakho-ke kukhona imikhiqizo ethile. I-Amazon ikhiphe idumela elihle nomnyango wayo wenkampani yamakhasimende enomthelela kakhulu, futhi kungenye yezizathu eziningi i-giant inthanethi esekhulile ngemigqa nemingcele.
Noma kunjalo, imikhiqizo ephumelelayo ibuye ibe yinkimbinkimbi kunalokho. Azizona eziyingxenye eyodwa futhi zinezici eziningi eziba yingxenye yezinto ezithandwayo, ezithandekayo, ezithandwa kakhulu. Nakhu okuyisishiyagalombili okuphezulu, akukho-oda oluthile.
01 Ukwazi Ngempela Abalaleli Babo
Eqinisweni, ababazi nje ... bayaziqonda. Kulula ukulahlekelwa olwandle oluthengiswayo lokukhangisa njengabantu abahlala emakhaya, ukuziphatha, kanye neHHI emaphakathi (Imali engenayo yezindlu). Kodwa ekupheleni kosuku, imikhiqizo ephumelelayo iyaqonda ngokuphelele izethameli zabo ezingeni lomzwelo. Akuzona izinombolo nje eshadini esilayidi se-PowerPoint. Bangabantu, ngamagama, amaphupho, nemlando.
Ngesikhathi iDeve iqala "umkhankaso wokubukeka kwangempela," yaqonda ngempela ukuthi abesifazane babhekana nani. Lezi zindinganiso ezingenakwenzeka zobuhle ezivezwe yizindaba, kanye nokulindela okungenangqondo umphakathi owenziwe kubo, bejezisa izilaleli. Ijuba laphuma futhi lathi, "hey, sithola, futhi sisekela wena." Isikhangiso sikhombisa indlela i-supermodel esesikhangisweni sangaphandle esivela ku-average kuya evelele ngokwenza izibani, ukukhanyisa, ne-Photoshop yaba yinkinga yegciwane. Yathinta isifuba, futhi lokho kuyakwazi izilaleli zakho.
02 Ukuma okuthile
Lokhu akusho ukuthi umkhiqizo kumele usekele omunye wenhlangano yezombusazwe yakamuva, noma ube ngaphandle lapho uhlaselwa ngenxa yezizathu ezithile noma usizo. Ngokusho ukuthi umkhiqizo uzibeka ngokuqinile ngemuva komqondo, noma ulungile. Uma kwenzeka enye yezinto ezinkulu, i-Nike, izimisele ukuzimisela. I-Nike ikutshela ukuthi "Yenzani Kanjani," futhi zonke izinto zayo zokuthengisa zizungeze lowo mbono.
Ikhono lokunqoba ubuhlungu nezithiyo futhi uziphosele emingcele, nangaphezulu. Nge-Dove, ukuhleleka ubuhle bangempela. Ukukhangisa kweveve kulandela abesifazane bangempela, ukugubha ifomu lesifazane emzimbeni walo omningi. Nge-Apple, kulula (noma okungenani, bekuvamile). Umkhiqizo kufanele uchaze ngokucacile lokho okushiwo ekukhangiseni, ekukhangiseni, nasezintweni zokuxhumana zomphakathi. Uma limelela izinto eziningi kakhulu, bonke bazolahleka ku-clutter.
03 Ikhono Lokubheka Ngokushesha
Umkhiqizo omkhulu kumele ube yi-nimble. Lokho kungaba inkinga lapho umkhiqizo ukhula, ngoba ukuqhuma okuningi kunomshini, lapho kuqhubeka khona kancane. Uma umkhiqizo usemncane, kulula ukuhamba ngokushesha futhi uphendule ushintsho. Uma umkhiqizo uba usayizi weMicrosoft noma i-Amazon, kufana nokucela i-liner liner enkulu ukuzungeza ngemizuzwana embalwa.
Kodwa-ke, ezinye izimpahla ezinkulu ziye zagcina ikhono labo lokuziphendulela, ngenxa yenkambiso yokwamukelwa okuhlanjululwayo, akukho mishini yokumaketha, nokusetshenziswa kwezokuxhumana. Cabanga ngomculo odumileyo we-Oreo owaphuma phakathi no-Super Bowl; "Ungadlala njalo ebumnyameni." Lokho kwakuyisinyathelo esheshayo inkinga enkulu, futhi abantu basakhuluma ngakho. Bese ubuka uphawu olufana ne-Blockbuster. Zonke izibonakaliso zazikhona lapho kudingeke zilungiselele ukushintshashintsha kwe-digital landscape ukuzijabulisa. Kodwa yaguqa futhi yema umhlabathi wayo. Ngenkathi i-Netflix ibuswa, futhi i-Amazon igxile ekulethwa kwezidingo zedijithali, izitolo eziningi ze-blockbuster zaqala ukuvala. Akuzange kuhambisane nesikhathi. Kwafa.
04 Ukukhathazeka Nokuzifisa
Imikhiqizo enkulu kakhulu idonsela isifiso kusuka kuzo zonke i-pore. Ujabula lapho uhlanganyela nabo, futhi uba ummeli womkhiqizo. Ufuna ukugqoka umkhiqizo wabo, noma uthumele ngakho mayelana ne-Facebook ne-Twitter. Imikhiqizo ethandekayo iyasebenza, futhi abantu abaphethe lo mkhiqizo uvame ukuqhutshwa kuze kube sekugcineni.
Bheka uSteve Imisebenzi kanye ne-Apple. Lo wayengumuntu owaphikelela umbala othize we-Pantone wecala le-Apple Mac, elalingakaze lihlukaniswe nombala wesitoko esitholakalayo. Kwakudla izinkulungwane eziningi ukwenza lolo shintsho, kodwa wayazi ukuthi wayefunani, nokuthi yini umthengi ayifunayo. USteve naye wenqaba ukubeka i-iPad ngamaqembu okugxila. Nakulokhu, wayazi ukuthi abantu bafuna yini, kodwa waqaphela ukuthi kungathatha izinyanga ezimbalwa ukujwayela umqondo.
Amabhizinisi angenawo lo mbono akuyona injabulo yokuzibandakanya nayo. Ngesikhathi sokugcina ukhulume ngani ngezinto ezinkulu ezenzeka ngeDell, noma i-IBM? Futhi ngokudabukisayo, uDell wayevame ukuhlala kule ndawo. "Dude, Uthola Dell" yayijabulisa futhi yasiza ukwenza uDell igama lomndeni. Ungalokothi ulahlekelwe uthando. Izocima uphawu.
05 Ukubambisana Ngokweqile Neyomzimba
Kungaba nzima ukuba umkhiqizo ongenamathele ngempela, ikakhulukazi uma konke kushintsha okuzungezile. Kungaba lula kakhulu ukuhamba nje nokugeleza, ukushiya ukuvumelana, nethemba izinto eziphumelela kakhulu. Kodwa umkhiqizo ohlala uhambisane nemigomo yawo eyinhloko uyokhula kuwo wonke umhlaba oguqukayo. Amakhasimende azi ukuthi angathembela ku-brand ukuze abe khona kuzobavuza lo mkhiqizo ngobuqotho bawo.
I-Coca-Cola isibonelo esihle shlangothi zombili zempikiswano. Ngesinye isikhathi, bafaka umshini wabo nomkhiqizo ukuze bazame futhi bahlale phezulu kwePepsi (eyayiyizinombolo ezimbili emakethe). I- Coke entsha yayinhlekelele , futhi uPepsi wavuna imivuzo. Amakhasimende aqotho kaCoke azizwa ephikisiwe. Manje, iKoca-Cola iyisibonelo sokuvumelana. Uyazi ukuthi kuyini, ukuthi akuyini, nokuthi yini okumelwe uyenze ukuze ugcine umlayezo wayo "ukwabelana nokufakwa" phezulu kwengqondo. Lahla ukuvumelana kwakho, amakhasimende akho azozizwa ephonswa yiyo. Bazozama enye into, futhi kungenzeka bangabuyeli.
06 6: Ukuba Nesithakazelo Ngempela Nokuzibandakanya
Ama-brand amakhulu akudingeki asebenze isikhathi esengeziwe ukuze athole isithakazelo somthengi (noma okungenani, akubukeka sengathi kuwumsebenzi onzima). Umkhiqizo othakazelisayo ngempela uzodinga ukunakekelwa. Uyazi lokhu ngokwakho nje ngokubuka imikhiqizo oyilandelayo kuma-social media. Yimaphi amagama ohlwini? Kungenzeka ukuthi banokuthile okuthakazelisayo okushoyo, futhi bakusho kaningi. Iya ku-Instagram bese ubuka izinto ezilandelayo: I-Letterfolk; Okuyisisekelo; I-AirBnB; I-Starbucks; ShakeShack; I-Nike; Mac Cosmetics; I-National Geographic; FedEx (yebo ... FedEx).
Owokugcina kuhlu kufanele enze zonke izimpawu zihlale futhi ziqaphele. I-FedEx yenza umsebenzi onzima kakhulu; inikeza amaphakheji. Futhi nokho ngesifiso sangempela sokujabulisa nokuhlanganyela izilaleli, i-FedEx inabantu abangaba ngu-74 abayizinkulungwane ku-Instagram. I-FedEx ayithumeli izithombe zamabhokisi amnyama, noma amashejuli, noma abantu abathola amaphakheji. Esikhundleni salokho, isiteshi se-Instagram sigcwele amahlumela amahle wezindiza, amaloli ehlane, indawo engavamile, nabantu basezindaweni ezihlukahlukene. Abantu baseFedEx bayazi ukuthi yini ethakazelisayo futhi bayayithuthukisa. Uma isevisi yokulethwa kwephakheji ingathola leyo ndlela yokubandakanya, noma ubani angakwazi. Kufanele nje uthethele into ethile abantu abafuna ukuyibona.
07 7: Ukwehliswa Kwezwe Lonke Eliguqukayo
Kushiwo kaningi; manje, kunanini ngaphambili, imikhiqizo ibambe iqhaza empini yokuhambelana kwamasiko. Ama-big brand angaba ama-dinosaurs, noma angakwazi ukukhula. Amakhamphani amancane angakwazi ukuchotshozwa phansi, noma angaba mncane futhi angenakuqedwa njengedayimane. Konke ukuthi ngabe lo mkhiqizo ufanele kangakanani esimweni sezulu samanje. Mhlawumbe omunye wemikhiqizo emikhulu yokudlula ukuhlola okuhambisanayo yiLego. Cabanga ngokuthi i-Lego idumile (noma cha) ayikho eminyakeni engu-20 edlule. Kwakuyigama lomndeni, ngokuqinisekile, kodwa kwakuyi-toy yokudlala itekisi yokudoba mayelana nokusula mayelana nomkhakha wegeyimu wevidiyo okhula ngokushesha. I-Lego ifakwe.
Yathenga kumafilimu amakhulu ne-TV, njenge-Star Wars, iBatman, uHarry Potter, ngisho ne-Ghostbusters. Yakha izitolo zezitini nezidaka ezazihlangene nabantwana nabadala ngokufanayo. Yaba yisiqhumane eDisneyland nasemasitolo amakhulu ezungeze umhlaba wonke. Yakha imigqa eminingi yomkhiqizo, njenge-Bionicle, Ninjago, ne-City. Futhi-ke, i-stroke enkulu, i-Lego yangena ebhizinisini lokwenza amabhayisikobho. Futhi ngokuqasha amanye amathalenta angcono embonini yokuzijabulisa (uMorgan Freeman, Will Ferrell, Will Arnett, Elizabeth Banks), amabhayisikobho ayo ahlasela kakhulu. I-Lego iyazi ukuthi ihamba kanjani, futhi inkulu kunaleyo ewake yaba khona ngesikhathi izitolo zokudlala zihamba ngaphansi. Umkhiqizo wakho ungahlala kanjani usebenza namuhla? Yini engayenza ukuxhuma ngempela?
08 Ubuqiniso Nobuntu
Abathengi bazonda ama-fakes kanye nama-phonies, futhi uma umkhiqizo uzama futhi uhluleka ukuxhuma ezingeni langempela, lomuntu, libhekene nemiphumela. Kuyathakazelisa ukuthi iNduba isanda kumlilo ngenxa yokuzizwa ingelutho ngokuqhubeka nokufuna kwayo ukuphishekela ubuhle bangempela. Amabhodlela ezinhlobonhlobo nobukhulu obuningi, ukumelela izinhlobo eziningi nobukhulu bamakhasimende abo besifazane, kwaba ukukhishwa okuphelele. Ukuvumelana okuvela ezilalelini ukuthi lokhu kwakunjenge-stunt yokumaketha; into ekhohlisayo futhi eyakhiwe eyakhiwe ukuthola ama-virtual hits kunokuba ixhumane ngobuqotho kuzilaleli zabo.
"Kuyi-off-brand," kusho uSamantha Skey, umengameli wezindaba zedijithali u-She Knows Media. "Kuyishintsha ngethoni yeNkumba, kusuka ezikhangisweni ezibucayi ngobuqotho nangokwethembeka, kokuthile okungaba yi-'Studio Night Live 'skit. Ngaphandle kokuba uzama ukuhlekisa zonke izinto ozimelelayo, angiqiniseki ukuthi ungenzani lokhu. " Lokhu kwalandelwa isikhangiso esabonisa owesifazane omnyama ethatha umbobo wakhe embula owesifazane omhlophe ngaphansi. Ngesikhathi iDove ithi itholakala kumongo, kwakungenye isibonelo seNkumba elahlekelwa uphawu, futhi ilahlekelwa isikhalazo sayo sangempela.
Kodwa-ke, umkhiqizo oqhubeka udunyiswa ngoba ubuqiniso bawo bubheke. Uyazi ukuthi uyini, uyazi amakhasimende ayo, futhi uyaqhubeka ebaphatha ngenhlonipho. Ayesabi ukuzithokozisa ngokwayo, noma ukuvuma lapho yenza iphutha. Ngenxa yalokhu, ukwethembeka kwe-brand ku-Target kunamandla kunanini ngaphambili.