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Heine's Law is a guiding and management principle from aviation industry, which is roughly expressed as: behind every serious accident, there must be 29 minor accidents, 300 near misses and 1000 hidden dangers. Heine's law emphasizes two points: first, the occurrence of accidents is the result of the accumulation of quantity; Second, no matter how good technology and perfect laws and regulations are, they can't replace people's own quality and sense of responsibility in actual operation. This law warns us that in fact, in the specific management and operation process, the final result of operation has been accumulating various reasons and will become the final result at the appropriate time. Especially in risk prevention and control management, it is all kinds of daily negligence and hidden dangers that can not be ignored, which eventually lead to irreparable failure. According to Heine's law, when a major accident happens, we should investigate and deal with the "accident symptoms" and "accident signs" of similar problems in time to prevent the recurrence of similar problems, eliminate the hidden dangers of major accidents in time and solve the problems in the bud. So what is the guiding significance of Heine's law for returning to commercial operation, especially brand operation management? 0 1, what is the vicious result of brand operation? In the real market and brand operation, we often hear or encounter all kinds of vicious results. For example, in brand promotion, the publicity content does not pay attention to intellectual property protection, and finally other enterprises seize the opportunity to sue. This is because the daily pictures, videos and fonts in enterprise promotion actually lack long-term standardized management and risk prevention and control mechanism, which gradually accumulate into great harm unconsciously, leading to the loss of the lawsuit and eventually paying a lot of money, but also encountering brand reputation and market. Some enterprises don't look at the relevant requirements of their own industry advertising law at all when promoting, and constantly scratch the edge in the content of copywriting and publicity methods, and even use psychological troubles, which eventually leads to media lawsuits and even titles. In the application of spokespersons, other companies do not abide by the relevant regulations, abuse the image of spokespersons, and even force the ball to get the market flow they want without the consent of the star himself. Some enterprises even like to take the world by storm and attach great importance to the successful communication and marketing performance of their own brands, but they constantly break through the lower limit of management in terms of social public feelings, social ethics, legal standards and social public cognition. , with the intention of achieving their goals with irregular customs. In addition to the above-mentioned contents involving public sentiment and intellectual property rights, some brands pay little attention to the interaction with customers in their daily operations and operations, and often establish bad relationships with customers instead of good ones. Once there is a problem, it will be pushed down by everyone, and even the problem will quickly expand to the unbearable consequences of the whole enterprise. In addition, many enterprises do not pay much attention to the construction of foreign relations and the contact with the media, government, society, public and users in the daily publicity and brand operation management, which leads to the failure to find allies and effective channels and ways to speak out when problems and brand crises occur. In addition to these crisis problems, such as the brand image spokesperson, the quality of products and services provided by the brand to users leads to the expansion of users' emotions, inappropriate comments by founders or executives of enterprises, disputes between enterprises and employees, and personal behaviors of employees of companies, etc. These hazards caused by non-brand intentions are typical problems and challenges in brand operation. 02, behind the result of a vicious incident of a big brand is the accumulation of a lot of small problems. First, list a few cases and make a simple judgment and analysis of the small problems behind these cases. Case 1: Japan SONY202 1 Japanese brand Sony set the release date of its new machine on the evening of July 7th 10. Sony, as a Japanese brand, chose the anniversary of the Lugouqiao Incident, which is the biggest national contradiction between China and Japan, causing great protests and dissatisfaction among the Japanese people. Sony was forced to cancel the new product launch on July 7 under the pressure of the Japanese government. The occurrence of this vicious brand incident is just a simple enterprise decision-making mistake? If we make a concrete analysis, we will think that, as the most important brand action of modern enterprises, the market conference chooses to publicize in a day when people's emotions in China market are completely ignored, which shows that decision makers lack the basic judgment ability of China market public opinion and deep respect for China market; At the same time, in the planning process of this matter, China employees of Sony China did not have an impact on such enterprise decisions, which also shows that the emotions and planning of China employees in Sony's internal operation cannot constitute the decisive role of this brand, and employees will not understand the essence of this matter because of business behavior. Case 2: Jiangnan Buyi, which has been making a lot of noise in the media recently, is an omni-channel interactive platform with design-oriented, multi-brand model and online and offline product sales promotion, but there are problems in design. Some netizens posted that the style of children's short-sleeved dresses sold by jnbybyJNBY, a children's wear brand under Jiangnan Buyi Group, was "strange". The print on the skirt is suspected to be printed with a fallen child, and there are two sitting children behind it. The English name "I'm afraid!" is printed on the top of the pattern. I hope they stop "and so on. In addition, the child's clothes also have a pattern of suspected poppy fruit. Soon after, he was fined 800 thousand for publishing advertisements that damaged national dignity. The company's share price has repeatedly fallen, and its market value has evaporated by more than HK$ 5 billion. What is reflected behind the incident is that in the process of the rapid expansion and development of this brand, there are problems in the management process of visual design details. These strange painting styles have actually passed the internal audit and become products, which were finally discovered and exposed by careful consumers. From design planning to product production, should the person in charge of relevant positions bear relevant responsibilities for the whole enterprise due to the occurrence of brand vicious incidents? The company's propaganda department used the wrong map of China in its propaganda. Such a serious problem also shows that internal brand management and risk prevention and control have basically been released without any repeated audit. It is such negligence and small mistakes that have finally caused such a great impact and damaged enterprises and investors. Case 3: Cotton Age 202 1 Cotton Age released an advertisement for a makeup remover towel. In the film, a young woman was followed while walking at night. Following the man's approach, the woman quickly removed makeup with a cotton-aged makeup remover towel, and successfully escaped from danger after being "ugly". From my years of practical experience in brand operation, I can understand that the source of this idea must be a scheme selected after a variety of creative comparisons, aiming at reflecting the excellent ability of my product through stories and conflicts and making people remember it deeply. But the mistake is that taking stalking crimes and uglifying women as advertising creativity violates the positive moral advocacy of society. Key words such as "sexual harassment", "crime", "disrespect" and "insult" have become public opinion's evaluation of this incident. What is reflected behind this incident is the lack of internal control in the creative process of brand advertising. Perhaps after years of creative planning, some basic norms and operational procedures have been formed within the enterprise, which have been tried and tested in the previous marketing and feel that everything is fine. However, in the whole process operation, content risk prevention and control, public opinion feedback and social cognitive evaluation are put in a less important position, and creativity is valued, risk is ignored, communication is valued, and emotion is despised. I spent so much space to show three cases, that is to say, in fact, the accidents of these three brands and similar brands led to a strong rebound in public sentiment, which was caused by a lot of small problems behind them. Perhaps these small problems will not affect the output of the final results in daily life, but they will lead to long-term operational deformation and negligence of daily management over time, and eventually the brand will be overturned at the right time. 03. How to prevent and control the phenomenon of Heine's Law in brand marketing? Since some vicious events will happen from time to time in the brand marketing operation, which will affect the brand image, and will also cause very bad experiences to the public, and even bring very bad word of mouth and emotions, how to deeply understand Heine's law and minimize such problems and challenges in brand marketing? Let's take a look at how the aviation industry that put forward Heine's law solved it. In the aviation industry, from logistics management and maintenance management to daily safety management of aircraft and various safety inspections of pilots and flight attendants before take-off, the "list system" has been successfully implemented in an all-round way, that is, everyone no longer carries out the implementation completely according to their own experience and rote memorization of various rules and regulations, but each person holds his own work list in every work link, and each person checks and checks one by one according to the list and according to the order and content standards. The list itself is formulated and constantly optimized by a professional team according to the actual situation. Every working step and operating standard of all aviation staff are strictly implemented in accordance with unified standards to prevent man-made destruction of logical rules. From the management of every step in the process to the achievement of the final safety result, the management mode of aviation industry is worth learning from in brand marketing. 1, the key output of the brand is managed in a streamlined and standardized way; The output of brand marketing, content and marketing tools is the basic result. Website, WeChat official account, APP operation, promotional film, advertisement, event planning, brand launch, product packaging and media public relations release all involve the output of specific product results. From the specific process, from the management and maintenance of distribution channels, the planning of distribution content, design creativity, copywriting planning, the design of output results, shooting and production, the risk assessment of content, and the final distribution and publicity of channels, in this set of actions, the key implementation steps of each sector and each sector need to be standardized, and the specific person in charge of each work needs to be determined. 2. Establish a brand-specific risk control list and strictly implement it; In brand marketing operations, most companies mainly rely on the working experience of the person in charge to avoid risks, such as intellectual property management, legal risk management, public opinion crisis management and prevention, and analysis of the nature of social hotspots. Listed companies also need to pay attention to the risks and feedback in the capital market. However, in actual work, brand teams and decision makers pay more attention to the content information sent by brand planning itself and the risk control of the content itself, which are often the second step to pay attention to. This kind of operation has great hidden dangers. Once an emergency happens, risk control will be ignored and shelved, and small problems will become a huge crisis after accumulation. 3. The brand operation team should use the right people; Responsibility, specialty, working ability and quality, as well as working vision and knowledge, are important criteria for evaluating a brand team's professionalism and competence in a market, and are also the judgment of the brand team's "right person". Some people naturally like creative planning, but they don't pay much attention to the process and details; Some people pay too much attention to details but always ignore the overall goal of the project; Some people just have a weak sense of responsibility. When designing and planning, they just want to complete the task and do it, but they don't consider the compliance of copywriting, the originality and copyright of fonts and pictures, music and videos. Therefore, what a brand team needs is not a perfect person, but under the management of unified rules and objectives, everyone can play their own advantages and specialties, and the top brand leaders can control and adjust. At the same time, in the management of recruitment, personnel training and elimination, it is also a good way to prevent procrastination according to Heine's law. In the end, the occurrence of vicious incidents and crisis public relations in brand risk prevention and control, brand operation, in addition to the big problems in enterprise decision-making, actually many of them come from the implementation of specific work. Because of lack of experience, neglect of operational norms and risk control, a large number of problems eventually appeared, and even triggered a huge crisis. This mechanism basically conforms to the "Heine's Law" of the aviation industry, and all major problems are constantly accumulating. Therefore, standardized process construction, continuous iterative work management list, team operation and professional management, etc. To some extent, it can solve most hidden dangers from the work management process. Jiang Ganlin, a brand innovation practitioner, business growth planner and integrated marketing operator, has gone through the road of marketing and brand for 65,438+04 years. He has worked in Libeia Group, Yang Guang United Media, Fashion Media, China Entrepreneur and Tsinghua Economic Entrepreneur Accelerator, participated in or completed 50+ famous brand promotion projects such as Dongfeng Nissan, SK-II, Vanke Chain Home, Yang Guang Zongheng and Liaoning Satellite TV, and won the Great Wall Award of China Advertising.