The "godfather of marketing" Ye Maozhong died after the fire

Ye Maozhong is known as the godfather of marketing of the older generation, and he has many classic success stories. But i dark horse believes that Ye Maozhong's essence is similar to the current hotly hyped "Internet thinking", if your product is not done well, no matter how hot your business model is at the moment, it is difficult to escape death.

Creativity is like poison that makes people addicted, between drugs and human nature, there is always someone who chooses drugs without hesitation. Because he can make people see happiness very quickly, this stimulation comes too quickly, too intensely, and makes people forget to think correctly.

Of course, this metaphor is a bit excessive, but the meaning is probably correct. Excessive attention to creativity, while ignoring the output of more critical information, will inevitably lead to the market consequences that we see such as not being applauded, short-term outbreaks and lack of follow-up, and market elimination due to lack of core competitiveness.

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The brands planned by Ye Maozhong usually have one characteristic: they fire quickly and disappear quickly. Let's take a look back at the ups and downs of a few brands.

1. Neptune Golden Bottle

People of a certain age should remember this advertisement endorsed by Zhang Tielin, the emperor and the courtiers "dry and dry" every day, the empress was very anxious, gave the emperor to eat the sea king golden bottle, and then the slogan came out: "To do more liver." Typical Ye Mao Chinese advertising, looking for celebrities - catchy advertising slogans - distinct memory points in the short term to ignite popularity.

2. Neptune Ginkgo leaves

30-year-old people 60-year-old heart, 60-year-old people 30-year-old heart, health lies in choice. I have to say that this advertising idea is very attractive, and it turns out that many people remember this advertisement. But the other fact is that most people don't remember which brand this ad came from.

3. Arctic fleece thermal underwear

This advertisement is more famous, "everyone on the earth knows" is no longer an advertising slogan, but has become a household buzzword. Unfortunately, but now arctic velvet has disappeared from the consumer's vision.

The temptation of "four or two strokes of a thousand pounds"

We often hear a sentence from business owners: "Whether my product sells well or not depends on your advertising idea." Mr. Ye is well versed in the mind of his boss and can often surprise and win, and firmly grasp the attention of the boss and consumers. We know that bosses have two typical mentalities about promotion. The first is "their own products are good", they always hope that the planning company can write all the advantages of their products into it, and say it in advertising; The second is "four or two thousand pounds", they are very eager to use a big idea to pry the market, quickly become the market boss.

No matter what happens ten years later, Ye Maozhong's past case told the bosses of the enterprise: "I have this ability, I can use creativity to help you quickly pry the market, four or two thousand pounds." "Well, not many people can resist this temptation, underneath this seemingly provocative idea and clever tongue.

After the commercial aired, behind the seemingly prosperous scene was a worrying emptiness, nothingness, and bubble. And many business CEOs are always very inexplicable, everything seems to be wonderful, how can it suddenly not work? yes! Relying only on creativity, and the lack of output of substantive buying points, is really just an illusion that can be broken at a touch.

To be creative, you have to buy something

"Unique creativity" and "accurate buying point" are always the two legs of a good advertisement and are indispensable. Ye Maozhong and Zhao Benshan were really a good pair, and after the Arctic Velvet, they once again joined forces to plague the Ant Force God. The slogan "Who uses who knows" has become popular all over the country as expected, but due to the lack of quality and the support of consumers to buy, the current Ant Force God has become synonymous with "false publicity" and "fraud". This case once again proves the assertion that "an idea cannot save a brand".

There is a "product" first, then a "product feature", and then a product "buy point".

We have discussed many times that the "buying point" is not aviation materials, nor nanotechnology or high-tech insulation technology, but the benefits behind these so-called "characteristics" and "uniqueness" that consumers can perceive, such as feeling faster speed, cooler experience, etc. This is the "buying point", and it is also a thing that an enterprise can bring to consumers real value. And these are exactly what Ye's advertising has really lacked in the past decade or so.

If you have a good idea, you still have to die

The unique attributes of the product can be called the "selling point", and what the consumer can accept and benefit from, we call it the "buying point". The success or failure of an advertising campaign depends on whether the "buying point" of the brand is correctly transmitted, and the second element is the quality of the creativity, whether it is wonderful and eye-catching.

"Creativity" tests our sensibility, and "buying something" tests our rationality. Do we want to be emotional or rational? You might say that consumers are always emotional. That's right! Because of this, whether it is the Arctic velvet or the Neptune Golden Bottle, it can be extremely popular. But consumers are rational after all, and the market is rational after all. Lack of substantive support for products, lack of "buying points" that are different from competitors, even the most wonderful "ideas" are ultimately short-lived.

Mr. Ye Maozhong once said a saying that is regarded as a classic: if you don't have a good idea, you will die! However, behind the cases of Neptune Golden Bottle, Neptune Ginkgo Leaf, Neptune Silver Defi, Ant Force God, Arctic Velvet, etc., we have to say: just have a good idea, or have to die!