This is a dazzling world, a time when there are dark arrow everywhere. brand There are laughter and sorrow in the world of communication. The recent news of the shake up of the Ganji network has made us once again appreciate the brutality and reality of the competition in the commercial world, and has also given us inspiration and insights into brand communication.

In March 11th, Fair market Two deputy CEO 及數(shù)位總監(jiān)級別的員工離職，如果在過去的2010年的3月，這則消息不會引起多少人關(guān)注，而2011年的3月，對于趕集網(wǎng)來說，已經(jīng)人是物非今非昔比了，隨著2010年12月底的5000-6000萬美元的融資，趕集網(wǎng)腰包也闊起來了，央視近2個億人民幣的廣告投放，趕集網(wǎng)成名了，為什么在風險投資已經(jīng)進入后，大規(guī)模的廣告投放后，骨干員工還會離職呢?如果說是風投的意愿倒不如直接說是因為趕集網(wǎng)廣告投放失敗的原因促成負責市場公關(guān)人員的離職，姚晨的騎著毛驢的趕集網(wǎng)廣告已經(jīng)深入人心，一頭可愛的動漫形象的毛驢栩栩如生，這則廣告成在這頭可愛的毛驢敗也在這頭毛驢，從整個廣告來看，毛驢的形象過度深入人心直接造成公眾對趕集網(wǎng)的核心價值的漠視，從整個廣告看完，讓我印象最深的除了毛驢還是毛驢，這一致命硬傷的創(chuàng)意廣告也直接給了對手百姓網(wǎng)以可乘之機，百 Surname net quickly seized and launched its donkey nets in a short time. After catching up with this problem, Ganji realized that it was already late and whether it was going to the market or driving the donkey. However, the advertising effect of Ganji network was partly an indisputable fact. The seriousness of the problem is also here, spending money on others' affairs.

Nets, even the signs of donkey nets, are almost completely copied from the people's network of Ganji network, but this kind of vicious competition is often hard to be stopped under the current society with inadequate legal environment. There is no doubt that the sign infringement is not registered. The question is whether the trademark of Ganji network has been registered. Relevant information has been queried. It shows that the current logo image of the Ganji network is not protected by trademark protection. The act of catching donkey nets can only make people feel bored. Why would they rather not spend more than 1000 yuan on trademark protection instead of spending hundreds of millions of advertising fees on CCTV and local investment? From this point of view, the resignation of the two vice presidents is appropriate. The birth of the donkey net is directly the result of the advertising of the donkey donkey. It can be said that the donkey net is the illegitimate child of the advertising campaign of the Ganji network, and this illegitimate child belongs to the rival common people.

The emergence of the issue of brand dissemination of illegitimate children and wild children gives us the following experience:

First, before conducting large-scale market promotion, please check whether the legal environment of the enterprise is perfect and match the requirements of large-scale promotion, so as not to let their own achievements be occupied by others. It is not the first time that such a thing has happened. If such a phenomenon occurs at the beginning of 90s, because the legal awareness is not enough, then it is not enough for people to dress their clothes for others.

The success or failure of advertising is not the eye catching creativity. It is the core value of the brand. Is the small donkey advertisement of the Ganji network attracting the donkey's donkey or letting the core strength of the Ganji network attract people? But the attraction of the advertisement of the collection network has been achieved, but the injury is more obvious than the originality. The overbearing of the donkey is not a bad thing. The bad thing is that the attraction of donkey has not been transferred to the core brand value of the Ganji network. Are we spreading the name of the collection network or spreading the donkey? Undoubtedly, the donkey has taken the lead in catching up with the net, whether it is going to the market or catching up the donkey net? This is the reason for giving the donkey net an opportunity. Second, market communication needs creativity, but creativity is not the most important thing. Creativity is the magic weapon to attract eyeballs, yet it decides one. Bruising two: weighing a good or bad advertising promotion is a standard that separates itself from its peers after it has been advertised. Otherwise, it only spreads its name. Then, the follow up of a colleague's advertisement will undoubtedly cause some of its consumers to lose and add to the homogenization of competition in the market. What is needed is to separate themselves from their peers and let consumers feel that buying products or services is the most correct choice for me. It is a unique choice. Has the advertising of Ganji reached the level and requirement? There is no doubt about it.

　　趕集網(wǎng)人事的變動也把市場推廣以及品牌傳播中需要注意的問題推到了風口浪尖上，對于趕集網(wǎng)與趕驢網(wǎng)的事件，我們需要的不僅僅是提出好廣告的標準，更是在這場事件中吸取教訓，廣告?zhèn)鞑ブ皇瞧放仆茝V的一個部分，對于這場風波而言，趕集網(wǎng)需要怎么面對呢?如果兩位副總裁的離職不是出于內(nèi)部人事斗爭的話，我想從企業(yè)管理角度來說，這個時候離職是合適的，凝聚人心，面對問題，解決問題，解決好問題后再談內(nèi)部人事問題，如果內(nèi)部解決不了，外包給專業(yè)的危機解決機構(gòu)，一個優(yōu)秀的企業(yè)絕不是幾個優(yōu)秀的市場推廣人員就能駕馭的，一個優(yōu)秀的企業(yè)也絕對不是在市場推廣上不出問題的，沒有問題哪里有經(jīng)驗?zāi)?通過這件事后，尋找到趕集網(wǎng)與百姓網(wǎng)競爭的真正核心競爭力，確立品牌價值，打造以傳播趕集網(wǎng)核心價值為核心的傳播體系，這才是王道。 We must track our opponents, but we can not follow our opponents, because the harassment of the donkey nets under the people's net is totally wrong.

Ganji network has a team of more than 900 people, only more than 30 members of the public network team, but sometimes guerrilla teams will do great things. The competitiveness of an enterprise is only one aspect, more is mobility, sensitivity to the market, brand promotion and dissemination, sometimes is the contest of market sensitivity. Whether it is creativity or the establishment of core values, what is the relationship between the value of the product and the customers?