Brand New Crisis: Summa Li Yang-style “Crazy English”

In the past few years, Semir has been favored by the younger generation of consumer groups. The brand has grown rapidly and has become a well-known brand of young casual wear in China. However, this prominent brand has recently experienced a crisis. The brand building that has been painstakingly managed is on the verge of collapse. Not long ago, Semir launched an advertising campaign based on the theme, "but at least I look good." The series includes "I don't have a sense of humor, but at least I look good," "I'm bad at playing, but at least I look good," and "I can't control the world. Warming, but at least I look good,” and other slogans. As Senma’s personal slogans that don’t take up social responsibilities and disregard social groups have received a lot of criticism from the society.

Senma's "I can't control global warming, but at least I look good," the launch of the series of advertising slogans made me think that "Senma" also learned Li Yang to talk about "crazy English." Li Yang said that “Crazy English” has confused his mind. When he creates his own brand image, his actions also become “crazy”.

Li Yang, the founder of Crazy English, recently posted a picture of “All the students kneel down to the teachers” on their blog, which has caused many netizens to reply, which is mixed. The image of “All the students kneel down to the teachers” was caused by an uproar. The photo was taken from a blog post titled “Li Yang Crazy English Baotou Base” on September 4th by Li Yang. The student in the picture is a secondary school in Baotou City. Students. In order to raise his popularity, Li Yang used all the students to make hype. This plan was really "high-quality." Li Yang achieved his goal, but he attracted people's contempt.

Senma and Li Yang are well-known brands, and their branding methods are exactly the same. Senma uses irresponsible slogans to promote the brand. Li Yang uses brand-new hype to promote brand awareness, but their brand reputation is missing.

The hype is not like them. It is not like they do to raise awareness. This is not to create a brand image, but to destroy the brand image. Social responsibility can be used for hype, but it cannot be fried at the expense of negative impact on the brand. We know that the recent “Controversy of Super” is also a hot news of the media. The Shanghai Aixin Castle Furniture Co., Ltd., which has caused this controversy, also uses the theme of social responsibility to conduct speculation. However, the Castle of Love does not have the same reputation as Senma and Li Yang in order to increase awareness. Regardless of social responsibility, "fry".

The events of the Super League were as follows: In late August, the media reported a large number of incidents involving the astronomical tuition fees of Zhengzhou "Li Junjie's super-education institution" that were subject to a premium of RMB 1001, which had a great impact. The emergence of the high-price kindergarten has rekindled the long-awaited topic of “extraordinary education”. Shanghai Aishin Castle Furniture Co., Ltd. denied this, and proposed that the “true education” and “extraordinary education” that they consistently adhered to compete against each other. The "super battle." People have a different view of this, detonated a parade of war.

Children's education is a national event. It is related to the country's future. The wrong education concept will cause the country to face a crisis. Therefore, the wrong education concept is very harmful. In view of the erroneous education concept existing in society, the Castle of Love proposes the correct view of education and uses “true education” to fight against “extraordinary education”. It is hoped that people will be inspired by the “Controversy over the Super” event and obtain the correct educational ideas. I also want to use "The Super Dispute" to enhance my brand image. Caring Castle has taken on a social responsibility that the company should undertake. It not only helps to promote its own brand, but also makes its brand win a lot of reputation and loyalty.

We know that for a brand to get people's recognition, we must first win the hearts of people, so companies must be in the people's heart when shaping the brand image, comply with the social development trends, the same companies must be moral. Enterprises should shoulder social responsibility so that they can help the brand fly. Well-known brands have attracted wide attention from people and should play an exemplary role. If in the eyes of the public, brands can shoulder social responsibilities, be responsible to the party and the people, be responsible to the country, then this brand is a brand that consumers trust, and this brand can get more people's loyalty.

Nowadays, many companies or individuals have excessively paid attention to the popularity of the brand image and exaggerated the role of popularity. They believe that as long as they are famous, they can get the attention of others and achieve the purpose of brand communication. As a result, they have conducted a lot of hype, whether or not the hype will affect the brand image, whether it will damage the brand reputation, and whether the speculation incident will have a negative impact on society. For example, the “Summer Crisis” and the “Shang Xia Incident” have made Senma and Li Yang’s popularity soar, making them famous. However, these irresponsible speculations have not brought any unexpected benefits to their brand image. Greatly hurt their brand image. Although speculation is the quickest way for companies to increase their visibility, companies and individuals should be aware of whether such hype events have social morality, whether they impede social order and whether they violate the laws of science.

The branding should be based on social responsibility. For example, Snow Kids sets off a "difference in beading," promotes Chinese culture, and quickly becomes the first pearl in the world. The 3D steel structure launches the "Steel Price White Paper" to stabilize the industry order and enterprises. The self-discipline of the owners and the owners’ understanding have a tremendous role in promoting the interests of both the steel industry peers and the project owners. They have played a catalytic role in the healthy and stable development of the steel industry, and have greatly increased the brand awareness of the steel construction company. And reputation has achieved very good economic and social benefits.

Yamaguchi set off a "stagnation storm", "humane storm", "send a storm of wisdom", carried forward the humanistic spirit, promoted the construction of a harmonious society, and demonstrated the brand's charm. These companies all take social responsibilities as their own responsibility. They also highlight the importance of social responsibility to the brand when branding. This has enabled the brand to win a lot of mental resources, while also making the brand awareness, reputation and loyalty have been improved.

Hype is an indispensable part of brand promotion. When hype is used well, it can achieve the effect of exhorting two or two. If not, it will produce the opposite effect. The topic of hype should be the concern of consumers and cause social controversy, but it must not cause the collective anger of most people.

Branding is like building a house, reputation is foundation, reputation is bottom layer, and loyalty is the top of the house. The popularity is the basis. If the brand is saddled with social morality when it hits the ground, the house can no longer be built. Therefore, companies can only build social responsibilities on every aspect of brand building. It is not enough for a brand to have a certain reputation. To enable consumers to choose you among many brands, it is necessary to make consumers feel good about the brand and thus create dependence.

Therefore, the promotion of brand reputation is a problem that must be considered by enterprises, and social responsibility shoulders the foundation for corporate brand promotion. For example, enterprises can participate in various charitable activities and other beneficial activities, and create beneficial things that promote social development. Your own reputation. So that consumers have a good feeling and trust in the brand, so that the brand has a number of their own hardcore fans.

Enterprises should use Senma and Li Yang as a guide. They cannot call irresponsible slogans and irresponsible things to raise awareness. While enhancing brand awareness, companies should not destroy the reputation of the brand. They should try their best to avoid brand crisis like “Senma” and “crazy English”. Moreover, brand awareness can be shouted out on their own, but the reputation of the brand is made by consumers and word of mouth. Enterprises should take social responsibility as their responsibility. They should be able to deal with their own consciences and be worthy of the society when doing propaganda, product production, and sales, so that their brands can stand the "triple test" of time, profit, and society.