Advertising is about professionalism, but also about feelings.
Many insiders have reported that before the advertiser's sense of identity, they must have read David Ogilvy's "Confessions of an Advertising Man", watched "Mad Men", and must have heard the legend of Ye Maozhong.
Ye Maozhong, a symbol-level figure in the local advertising industry, has lit up the feelings of many advertisers.
Just last night, people were shocked to hear about the fall of this star. Ye Maozhong Marketing Planning Company confirmed the news of Mr. Ye Maozhong's death on its WeChat public account.
It's snowing all over the marketing world!
When the obituary news came, a well-known company in the industry that was holding the annual meeting slapped his photo on the big screen and collectively expressed condolences; and in the circle of friends of various market industry groups and practitioners, people were brushing the screen to mourn.
Although everyone is talking about the same name, Ye Maozhong's name, advertisers of different eras have different opinions.
For the older generation of practitioners, Ye Maozhong is a good friend and a good teacher. The brand theory he created enlightened the brand creation method with Chinese characteristics, and also led a large number of people to conduct in-depth industry theory research;
For young and middle-aged practitioners, Ye Maozhong is a legend. He has style and always wears a hat with a red star; he has an arrogant bone, no matter how high-level customers he faces, insisting on not bidding and not competing;
In the eyes of the younger generation of practitioners, although there is a disagreement on Ye Maozhong and controversies around some cases, it does not affect the purchase of his "Conflict" and study it in the middle of the night.
Today, Mr. Ye Maozhong is far away from us, like a meteor streaking by, leaving a brilliant spark in the night sky.
1. Ye Maozhong of the industry works
For industry insiders, the wealth ye Maozhong has left us is his industry works, which have influenced the establishment of many theoretical systems.
These books include but are not limited to "Advertising People's Notes", "16 Keywords of Marketing", "Marketing Planning in Ye Maozhong", "Creativity is Power", and "Conflict".
On the one hand, these books are localizing foreign theories and revising them through actual combat. On the other hand, outdated methodologies are defined and phased out in a timely manner.
2. Ye Maozhong, who has created countless successful cases
For advertisers, the success stories he left behind in Ye Maozhong are brilliant and provide practical ideas for many brands to grow in the soil of the Chinese market.
In 2004, for example, Ye Maozhong served a catering customer called "Double Seed". It was repositioned and renamed, kicking off a rapid expansion of the chain.
This restaurant brand is real kung fu.
In addition to True Kung Fu, his brand service cases include but not limited to Jiuyang, Anta, Antarctica, 361°, Chaji.com, and Mafengwo.
Although some cases have caused controversy, no one has denied the textbook value of these cases.
3. Leave countless classic slogans in Ye Maozhong
Perhaps the public may not know Ye Maozhong, but they must be familiar with the slogans he created.
For example, the post-70s familiar "everyone on the earth knows", "washing is healthier" and so on;
Post-80s familiar "catch the net, everything", "visit Heilan Home twice a year, men's wardrobe";
And the "problem, the knowledge" that Generation Z is familiar with is also from his handwriting...
Creating phenomenal slogans that leave a mark on national life and even become the memories of a generation or even generation is perhaps the greatest achievement of an advertiser.
Life is finite, thought is eternal. We can see that those who have been deeply influenced by Ye Maozhong are still practicing leaf-style marketing, which is perhaps the best consolation for the deceased master.
May Mr. Ye Maozhong go all the way!
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