Every well-known brand has its own brand story.

This story may explain the original intention of the brand to convey the core of the brand spirit, may tell the founder's struggle story to describe the major events in the development of the brand, and may also state the brand ups and downs.

Their content is different, but they are equally popular and widely circulated.

Zhang Ruimin smashed the refrigerator

In that information is not yet developed in the era, Haier Zhang Ruimin "smashing the refrigerator incident" let Haier "quality-oriented" brand image flew across the river north and south.

Liqun lets the mind travel

Time came to the era of television media, Liqun "let the mind travel" story so that "peaceful, easy to meet" brand concept popular for a while.

When we look at the moment, in an age when countless advertising messages bombard us every day, those great brand stories are still shining like moons.

To be sure, we're tired of endless indoctrination and persuasion, and decades of endless false promises in advertising have led to a deep distrust of advertising. But even so, we're still happy with those great stories, even though we know it's advertising.

In 2019, China UnionPay's "Last Transfer of Datang Mobei" came out empty, advertising for 16 minutes and 14 seconds.The story kernel of "though far must reach, not bad" runs through the whole timeEach time to break the balance, create conflict, and ultimately to "not bad" as the end, so that China UnionPay "cloud flash payment cross-bank transfer fee, although far from reaching, not bad" story core deeply in the hearts of the people.

In the same year, Fang Tai's "King's Chicken" fun first, to the early morning hen chirping as a point of contradiction, about the owner lao Wang in order to solve the neighborhood contradictions made a series of efforts,With.Fangtai integrated cooking center, 1 square meter integrated 36 cooking methods of product featuresTo create a variety of food experiences finally successfully resolved the conflict, the product selling point highlighted.

Then Durex's "90th Anniversary" story ensued.Establish a "one step forward" brand proposition, advocating the passion and courage born of positive love, to fight against color prejudice, against age differences, against conservative vision, against class divide, this is the "one step forward" force.

These brand-telling commercials have been a hit, with "The Last Transfer of Datang Mobei" recording tens of millions of views on the Beep Mile and Tencent video platforms alone, 16 minutes long enough to make it compete for the longest ad award.

The facts have proved to us that:Even in an age when advertising messages are everywhere, high-quality stories still have a unique ability to attract and capture people's attention, and they can build loyal bonds between brands and users that resonate with people.

Many of our stone brands in the process of growth, accumulated a lot of story material, including laughter and tears, sweet and sin, songs and wine, love and hate, as well as years and frost. But introverted stone people never tell vivid stories to their consumers.

They remember the first time to go abroad to buy waste scenes, can recall the original must pick their own best materials back to sell to customers mood, can recall in a foreign country in order to prevent being abducted by the pit and the intermediary and the mine owner cleverly around the situation,The story is called Endeavour.

They remember the owner in the scene angry look, at that time because of their own small mistakes, so that the progress of the project is affected, in the field station such as the experience of training no longer want, so hard to establish a high standard of products,The story is called "Hold on".

They can also recall their own spirit in front of the customer to play the spirit of the rebuke square, a negotiation on the success of the order, 30 minutes on the success of the customer to reach cooperation,The story is called Trust.

It would be a pity if these stories were merely introverted to their post-tea laughs.

In these stories, there is balance and conflict, there is the discovery of demand and the process of resolving demand, there are choices and strategies to find that the strategy can not achieve the expected imbalance, they are the best story material, but most of them become the stone brand advertising beads.

Stone people are the best interpreters of the story, but often not excellent narrators, those you think only after tea after the moving story, is the key to reach the bottom of the customer's heart.

In these moving stories, you are bold and shrewd, effectively resolving conflicts and contradictions, you are professional and focused, with the right solution to solve the customer's problems, you are sincere, with practical action to adhere to the cornerstone of credibility.

We respect the bold and shrewd, the pursuit of professional focus, pay attention to sincerity-based, with the same concept of the brand often more resonate with our resonance and recognition, thus dispelling our doubts, to promote our purchase of their products, for our target customers the same, and the story is the best carrier.

Your story is good enough to impress consumers. Leave those dull and boring ads for a while, throw away the flat-out introductions, and discard the general, hard words.

Because now it's time for your story to come out. Your story is the best brand advertising

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