Home >

Now Giving Up Liu Xiang Is The Biggest Harm To The Brand.

2008/8/19 9:24:00 5

Liu Xiang's sudden withdrawal made the people sob with sigh.

When a foot injury does not guarantee that he will become a champion, giving up is a way to move forward.

At least avoid the word "failure".

Because from the commercial point of view, there is no brand that is willing to find a failed athlete to do image endorsement.

This morning, as soon as he retired, I was interviewed by Sina and Sohu. I asked if Liu Xiang's business value would be affected by the withdrawal.

What brands should he endorse?

My answer is: business value is affected.

But I hope those brands he endorsed do not give up Liu Xiang.

Because that will bring a negative impact on the brand, consumers will think that the brand is inoffensive and humane.

The relationship between consumers and stars is the feeling between people. The feeling between consumers and brands is the feeling between people and objects.

The feelings of human beings are always greater than those of human beings.

The goal of the relationship between brand and consumer is to establish long-term emotional connections. Stars play the most vivid role in this emotional connection.

Liu Xiang's retirement is a sad hero's back. At the moment, his heart needs comfort, and his consumer's heart needs comfort.

So I suggest that those brands that he endorses, take away all the commercials prepared for Liu Xiang's championship, and make an advertising film that warms Liu Xiang and warms all the consumers who love Liu Xiang.

Before the major events, the sponsors will have two preparations for the outcome, but now there are third kinds of situations. This is also a test for all sponsorship brands.

There is no emergency plan. Ye Maozhong's only advice to these sponsors is that giving up Liu Xiang is the biggest harm to the brand.

So in terms of business value, I think wise sponsors will not give up their cooperation with Liu Xiang.

The influence of Liu Xiang's commercial value will depend on the attitude and opinion of the public about the withdrawal. This is a conclusion that needs a period of research.

But Ye Maozhong, as a member of the consumer, will not affect Liu Xiang's image in my mind because of the withdrawal of the match.

Anyway, he is the hero of our age.