Warm-hearted stories behind these brands

Behind each brand, there is its own unique brand story. Today, Bian Xiao combed the warm-hearted stories of the brands we are familiar with.

iMac

Let the creative rebellious brand culture have religious characteristics

Apple Computer was a maverick unorthodox company from the beginning. The CEO and spokesman of Apple Computer Company is often regarded as a dreamer. Apple computer products will always represent? Is it cool? And innovation, causing the vibration of many PC products.

The fashion environment of Apple's computer retail stores and specialty stores has further strengthened Apple's creativity and rebellious brand culture, and the launch of iPod and iTune products has pushed this culture to the extreme. Apple's brand culture has many religious features.

Southwest airlines

Convey a brand concept of leisure, pleasure and unrestrained.

Thirty-two years ago, two young people, RollinKing and HerbKelleher, came together and decided to set up a different airline. Their idea is simple: send passengers to their destination on time at the cheapest price. Because they entered the market at the right time, the brand story of Southwest Airlines has become a business legend.

This small Texas Airlines has grown into one of the largest airlines in the United States, but its brand concept has not changed, and it is still leisure, pleasant and unrestrained. Southwest Airlines employees have been conveying this brand concept to consumers.

Aflac

Make ducks a symbol of popular culture.

Aflac is an insurance company specializing in supplementary insurance other than sales. In the past, most of the company's business was concentrated in Columbus, Georgia, and Japan. Outside these two areas, the company is almost unknown. After 2000, it seems that everyone knew about Aflac overnight, and now the brand awareness of Aflac among American consumers has reached 90%.

All this is due to the duck who just wants everyone to know himself and keeps screaming in TV commercials. This white duck has a bright yellow mouth and a blue coat, and does nothing but scream hysterically. Aflac makes it appear in all TV advertisements, print advertisements, charity activities and product placement advertisements, and it has now become a symbol of popular culture.

This duck has increased the company's sales in America by about 30%. Without this duck, nothing can be imagined. ? The company's CEO Dan? Emos said.

Container warehouse

It is our duty to provide a simple and high-grade home environment.

The story of ContainerStore is to provide consumers with a more concise and high-end living environment through clever classification and storage of household items. The brand has been sending a message to consumers: the chaotic home environment is the chief culprit leading to the decline in the quality of life. ContainerStore has not only created a very bright and tidy shopping environment for consumers, but also been selected as one of the better employers in the United States for many times.

In order to make customers more satisfied, the staff of container warehouse mobilized all their enthusiasm, creativity and insight into customer service. In order to maintain the enthusiasm of employees, the wages of container warehouses are 50% higher than the industry average. Employees must receive 235 hours of product training every year, and then they will receive 162 hours of training every year, which is much higher than the average training time of 7 hours per year in the retail industry.

Hai Yin cruise ship

Turn traveling around the world into a luxury fashion.

Hai Yin cruise ship has been selected as the world's top cruise ship by the readers of CondeNastTravler, a world-famous travel magazine, for seven years in a row. Hai Yin Cruise Company hired the royal photographers of Vogue and Vanity Fair, and supermodel actress Isabella? As a brand ambassador, Rossini explained a story of luxury travel, exotic customs and elegant taste for consumers.

The brand story of Hai Yin Cruises is not just a simple celebrity endorsement. Isabella? Rossini traveled with Brizio Ferry on the Silver Sea cruise. Their experiences and photos on the journey have been widely published by major fashion media, and traveling around the world by Yinhai cruise has become a luxury fashion.

Jinpangtong group

Spoil consumers

Every hotel has a story? This is the slogan of KimptonGroup, a hotel catering group, and it is definitely an expert in storytelling. Kimpton Group founder Bill? Kimpton believes that every traveler will feel insecure, and the brand concept of kimpton Group is based on this.

Hotels should try to reduce the insecurity and loneliness of travelers and make them feel warm and comfortable. ? Now, the brand concept of kimpton Group is to spoil consumers and make them feel at home. Kimpton Group's hotels are all converted from European-style buildings with a long history in the city, and the room decoration pays great attention to details to make consumers feel familiar and relaxed as much as possible.

start a business

Let your own experience tell the story. StartupNation is a national radio program, which was founded by two brothers, Jeff and Ricky, business management experts. Jeff and Ricky are successful venture capitalists and entrepreneurs themselves, and their own experiences vividly tell a story of starting a business.

According to the survey, 67% of Americans have the idea and desire to start a business. Therefore, Jeff and Rick founded the StartupNation radio station to help people start businesses. The success of the two brothers took advantage of people's entrepreneurial passion.

Mark Warner Holiday Company

You play and I'll look after the children.

1974, 20-year-old skier Mark? Chitty rented a small house in the mountains of Verbier, and persuaded her friends to share it. Now, Mark Warner Holiday Company receives 60,000 tourists every year, with sales of about 40 million pounds.

Mark Warner's brand story is that middle-class professionals in Europe can enjoy a relaxing holiday. When they ski or surf, Mark Warner employees will take care of their children. Mark? Chitty said:? I found that taking children on vacation is an important thing for most middle-class couples, and most children are more eager to play with their peers than with their parents, so the company provides children's club services. ?

Mark Warner operates 65,438+04 Swiss cabin hotels in France, Switzerland, Italy and Austria, and also develops new resorts in Egypt, Dubai and Morocco. Because the company helps to look after children, middle-class couples skiing in alpine resorts can enjoy a pleasant nightlife in 10 bars and nightclubs managed by Mark Warner.

Mark? Chitty admits that the success of the leisure industry often depends on whether we can wisely guess how lifestyle changes will change consumers' behavior.

diverge

Life shelter

Exhale Leisure Group was established in April 2003, and now it has four branches in new york and Boston. This year, Exhale will set up branches in major cities in the United States, which is definitely a commercial miracle.

The main business of Exhale Group is leisure spa. AnnbethEschbach, the founder of the company, described the brand as a refuge of life, providing consumers with a completely relaxed, healthy and isolated environment. Eschbach said: I tried to tell my consumers that such a place that makes them happy from the inside out is worth flying across the Atlantic, not to mention that this place is in their city.