Cultural connotation and value need to be improved after brand implantation blindly follows the trend

These are what Hai Yan said when he accepted the key to the first user of Guangben Ge Shi Tu as a cross-border identity, not as a writer. He explained that he used to and drives a public car, but from today on Geshitu is the first private car in his life. Not to mention that, he also appeared for the first time and became the leading male lead in the Geshitu commercial blockbuster, and appeared as the spokesperson of Geshitu at the recent launch ceremony of the car in Shanghai.

The directness of this brand is surprising. The inducement and directionality of this kind of consumption has become an implantation of market segmentation, bold and naked. What is noteworthy is that this writer, who is considered to have the highest commercial value in the mainland, also began to get electrocuted. He started with a blockbuster Ge Shi Tu advertising campaign that he endorsed, which was a blockbuster. At the launch site, he also explained the film's premiere. He said, I used to believe that details determine success or failure, but later I thought that strategy determines success or failure. Now I want to say that dreams determine success or failure. This kind of confession can be regarded as a vivid description of Geshitu's market positioning and brand connotation. No wonder the media said that Hai Yan was too talented and his witty words were like pearls.

Although this was Hai Yan's impromptu performance and held the title of celebrity, Guangben took a fancy to him not only for his popularity of writing romance novels, but also for his outstanding talents in multiple fields. The influence coincides with Ge Shitu's product characteristics and brand demands, and has the same consistency. Judging from the introduction, Hai Yan is now a cross-border figure integrating writers, entrepreneurs and designers, while Geshitu is a high-end cross-border vehicle launched by Guangben that integrates sports cars, luxury cars and SUVs. As a symbol and interpretation, Hai Yan's popularity and multiple identities represent the value orientation that Ge Shitu wants to express.

Similarly, the new media movie "11 Degrees of Youth", which has been recently popular on the Internet and has a click rate of more than 30 million people, is also very popular. In less than two months, it has interacted with more than 20,000 people. It not only breaks the way of communication of a single film and television market, but also subverts the consumption habits of the traditional film and television market. Industry insiders have noticed that in addition to the film telling the story of survival and struggle born in the 1980s and 1990s, the most eye-catching thing is the important character Cruze who appears in these 10 short dramas, which has become the endorsement of my struggle to express the theme of the film. Whether it is the movie poster or the actors starred in it, they are naturally appropriate to the demands of this car. As Zhang Yaguang, director of "The Boxer's Secret", said, I do not shy away from Cruz's implantation. This is a need for the plot and an indispensable role that reflects what the characters want to express in their inner world. The manufacturer participated in the shooting plan of "11 Degrees of Youth" because of its content's interpretation of the value of Cruze's brand, which achieved the expected implantation effect. According to industry estimates, this series of youth short dramas will reach 70 million clicks. By then, this kind of broadcast effect will be the most popular and impressive among automobile brands.

In addition, when Jaguar's newly appointed president of China held a Shanghai media meeting at Mahler Villa in Shanghai not long ago, it was also out of explanation of the brand positioning and used this old villa with European style to make use of the topic. In this way, he implicitly matched Jaguar's history and legendary story and found a symbolic appeal point. Interestingly, during the meeting, there was a car appreciation session for the Jaguar XJ flagship car, and its intention was self-evident and clear. However, this is only a small-scale spread and has limited impact. However, this awareness is still a way of implantation, but it has not yet been implemented and is just implemented at the consumption-oriented level.

The above three examples reflect from one aspect that current car product placement advertising and endorsements have begun to be combined with brand appeal and segmentation from a single informing and celebrity effect. They are no longer eye-catching or half-covering., but towards being straightforward and directional. But the problem is that there are not many such success cases nowadays. Some are just for the pursuit of recognition and have not yet greatly improved the combination of brand reputation. They even have negative effects, and have become a topic of conversation and laughing stock in the industry for a while. For example, if a certain luxury car is implanted in a movie, is driving a certain car a good person?" rdquo; Such negative advertisements that damage reputation have temporarily become popular words.

In fact, advertising placement and brand endorsement have the same risks. Finding a suitable fit point for product and brand expression is actually a science. If some will create a sensation or news effect, others will just be facade and decoration, and the response will be mediocre. What is embarrassing to manufacturers is that some celebrities endorse too many brands, which is not helpful to express the product or brand. The most typical example is that they suddenly switch to car brand advertisements after finishing advertising endorsements for shampoo and fast food noodles. What is remembered or impressed by people is the appearance rate of a certain celebrity, but not the recognition of the product, but the ambiguity or unclear brand positioning. It is no wonder that a car company summarizes the experience that hiring a fashionista to endorse a product is not effective. It fails to meet the expectations of promotion, and it spends a huge amount of money but it is wasted. The reason is that popularity and demands are inconsistent, content and form are incompatible, culture and positioning seem to be in harmony, and the value orientation is unclear. As a result, product implantation and brand endorsement have no match between cultural connotations and spiritual values after blindly experiencing the noise of following suit. As Wu Guanzhong said, pen and ink is equal to zero.