Ngiyaqiniseka ukuthi kuye kwenzeka kuwe: uhlola umkhiqizo wakho bese uthola leyo mininingwane encane engafaneleki kahle, noma mhlawumbe umkhiqizo wakho unobuthakathaka obukugcina uphapheme. Izinkampani eziningi zichitha amahora amaningi kanye nesabelomali zizama ukususa noma yikuphi ukushiyeka ukuze ziveze isithombe esihlanzekile nesingesokwenziwa. Kodwa-ke, kuneqembu lemikhiqizo elinqume ukwenza okuphambene nalokho, liqaphela ukuthi ukuphelela okuphelele, empeleni, kuyacasula futhi kukude kumthengi wanamuhla.
Isihluthulelo sempumelelo namuhla akukhona ukufihla amaphutha, kodwa ukwazi ukuthengisa iqiniso . Lapho uhlobo lomkhiqizo lukwazi ukwamukela amaphutha alo noma alokho okusebenza kulo, luyayeka ukuba yinkampani ebandayo, futhi lube yinto yomuntu. Kulesi sihloko, sizochaza indlela abanye abahlakaniphile abahlakaniphile ekukhangiseni abaye bakwazi ngayo ukuguqula amabala, umsindo, noma ngisho nendle ye-seagull ibe amathuluzi anamandla okuthengisa akhuthaza ukwethembeka kwamakhasimende.
Uma iphutha liba yinto enhle: Ukuchazwa kabusha kokudala
Kunezindlela lapho lokho okubonakala kuyinkinga ekuqaleni kuba yingqikithi yomyalezo. Isibonelo esihle yiTolbrin ePeru, eyanquma ukuthi ukungcola okushiya izingane ngesikhathi zidlala kwakungewona ukungcola, kodwa ubufakazi bobuntwana obujabulisayo . Esikhundleni sokugxila ekuhlanzekeni kuphela, umyalezo washintshela emcabangweni wokuthi yonke ibala ilandisa indaba yokudala.
Ngendlela efanayo, iPersil isebenzise ipulatifomu yayo ethi "Dirt Is Good" ukukhombisa ukuthi ukungcola kuyisinyathelo sokuqala sokufunda nokuthola ukuzethemba, ikakhulukazi kwezemidlalo yabesifazane. Lapha, ukungcola akuyona inkinga yokuhlanza, kodwa kuwubufakazi bokuhlanganyela ngenkuthalo empilweni. Ngakolunye uhlangothi, iCheetos yenze into enhle kakhulu ngempuphu yeorenji eminweni yayo, i-"Cheetle" edumile. Esikhundleni sokungayinaki leyo ntsalela engathandeki, bayiguqula yaba ikhodi yamasiko yobunikazi , baze babambisana nochungechunge lwe-TV ngoLwesithathu ukwenza leyo minwe ibe uphawu lokwehluka.
Uma sifuna ukuphakamisa isicanucanu siye ezingeni elilandelayo, i-IKEA eBrighton yasithatha kakhulu. Ukuze bavule isitolo edolobheni elingasogwini lolwandle, babonisa ifenisha yabo enemibala yendle ye-seagull. Ngokwenza kanjalo, lo mkhiqizo wabonisa ukuqonda kwawo amaqiniso endawo kanye nokuzimisela kwawo ukuhlekisa ngezinto ezicasula amakhasimende ayo nsuku zonke, okwenza bakwazi ukugcwalisa isitolo ngesikhathi esinqunyiwe.
Izifundo ezivela kuma-giants: Imizwa phezu kwezimpawu
Uma sihlaziya imikhankaso echaze izimboni, sibona ukuthi iphethini iyafana: bayayeka ukuthengisa "yini" bese beqala ukuthengisa "kungani." I-Nike, ene-"Just Do It" edumile, ayizange igxile ekuqiniseni izicathulo zayo, kodwa ekuzimiseleni komuntu . I-Apple yenza okufanayo nge-"Think Different," izibeka hhayi njengomthengisi wamakhompyutha, kodwa njengendawo yokukhosela ababonayo nabavukeli abangafanelani nesakhiwo.
Ukwenza ngokwezifiso kube yinto enamandla kakhulu. I-Coca-Cola, ene-"Share a Coke," iguqule umkhiqizo wemakethe enkulu waba yinto eseduze ngokufaka amagama kumalebula, yasebenzisa isidingo sethu sokuqashelwa . Phakathi naleso sikhathi, i-Dove yaphula isikhunta embonini yezimonyo ngomkhankaso wayo we-"Real Beauty", ithatha indawo yamamodeli ochwepheshe ngabesifazane bezinhlobo ezahlukene zemizimba kanye nesikhumba, yaguqula lo mkhiqizo waba yinhlangano yomphakathi yokuzethemba.
- I-Volkswagen kanye ne-minimalism: Nge-"Think Small," baguqula usayizi omncane we-Beetle (ubuthakathaka obuqhathaniswa nezimoto zaseMelika) baba uphawu lokuthi ukuhlakanipha nokusebenza kahle.
- I-Old Spice kanye nokungenangqondo: Basebenzise amahlaya angavamile ukuvuselela uphawu oludala, bekhuluma ngqo nabesifazane abathengela abalingani babo umkhiqizo.
- I-Red Bull nendlela yokuphila: Abathengisi isiphuzo samandla, bathengisa ikhono lokwenza kanjalo ukusunduza imingceleukuba ngumkhiqizi wokuqukethwe okweqile kunenkampani yeziphuzo ezibandayo.
Ukusungula izinto ezintsha: Ukungenela i-CGI ne-FOOH
Emkhakheni wobuhle oncintisana kakhulu, kuvele izikhangiso ze- Fake Out of Home (FOOH) . Lezi yizikhangiso ezingokoqobo ezidalwe nge-CGI eziguqula idolobha libe yindawo engavamile, ezihlanganisa ukusungula izinto ezintsha kanye nobuchwepheshe ekukhangiseni . Isibonelo, uMaybelline ubeke izinkophe ezinkulu eLondon Underground, wafinyelela izigidi zokubukwa ngokuxuba izinto zansuku zonke nezinto ezimangalisayo.
Amanye amabhrendi asebenzise amahlaya aziqaphelayo, njenge-elf Cosmetics, ebeke indawo enkulu engabonakali kahle eNtabeni iRushmore. Leli khono lokuhlekisa ngokungapheleli kwesikhumba ngezinga elikhulu lidala ukuxhumana okusheshayo nezilaleli ezisencane. Kusukela kumaconsi e-serum ahlanza i-Seine kuya ezikhwameni ze-Sephora ezihamba nge-Istanbul, lo mkhuba ucacile: ubukhulu kanye nokumangala kuyimali entsha ekunakweni kwedijithali.
Izihluthulelo zokwakha umkhankaso oxhumanisa ngempela
Ukuze uqinisekise ukuthi umkhankaso wokukhangisa awuyona into efihliwe, kubalulekile ukuchaza umgomo ocacile. Ukufuna ukuheha abantu abasha akufani nokuzama ukuthuthukisa ukuqwashisa ngomkhiqizo. Ngaphezu kwalokho, umyalezo kumele usuke ekuqondeni kwangempela , into ikhasimende elingayiqonda. I-KFC, isibonelo, iguqule inkinga yabantu abakopisha iresiphi yabo ku-inthanethi yaba yithuba, inika inkukhu kulabo abathole ukulingisa okunembile kakhulu.
Umongo ungenye into ebalulekile. I-Coca-Cola eRomania yethule amabhodlela agcwele ingxenye egcwele izindaba ezinhle ukulwa nokungajabuli kwezwe, okubonisa ukuthi ukunaka indawo okuzungezile kuvumela ukudala ukuxhumana okujulile ngokomzwelo. Phakathi naleso sikhathi, i-Duolingo isebenzise amaphutha kuma-tattoo abasebenzisi bayo ukuze ibonise ukuthi iwusizo, inikeza usizo lokulungisa ukuhumusha okungalungile—indlela ehlakaniphile yokuthengisa inani lomkhiqizo ngaphandle kokuphazamisa.
Amasu omthelela emphakathini kanye nokwanda kwegciwane
Ukukhangisa nakho kungaba yimbangela yoshintsho. I-Mexican Federation of the Deaf isebenzise i-TikTok ukuguqula abantu abanethonya babe othisha bolimi lwezandla, yahlanganyela ngempumelelo izigidi zabantu emzamweni osunakwe isikhathi eside. Ngokufanayo, umkhankaso we-Paralympic Games othi "WeThe15" uhlose ukwenza ukukhubazeka kube ngokwejwayelekile , okubonisa ukuthi abantu abakhubazekile, okokuqala, bangabantu.
Emkhakheni wezentengiselwano, iBurger King isebenzise ngempumelelo ukusebenzisana, okuvumela abasebenzisi ukuthi benze ama-burger abo abe ngokwezifiso nge-Instagram Stories. Lokhu okuhlangenwe nakho okudlalwayo akugcini nje ngokwandisa ukuzibandakanya kodwa futhi kuholela abathengi ngqo endaweni yokuthengisa bephethe ikhuphoni esandleni.
Ikhono lomkhiqizo lokuchuma namuhla lincike ekuthembekeni kwawo kanye nekhono lawo lokuqonda imizwa yabantu. Kungakhathaliseki ukuthi ukuguqula iphutha libe yisici esichazayo, ukusebenzisa ubuchwepheshe be-CGI ukuze kuthinteke ngokubonakalayo, noma ukusekela izimbangela zangempela zomphakathi, imfihlo iwukuthi uyeke ukuphishekela ukuphelela okungenakufinyeleleka bese wamukela ubuqiniso, okwenza okwansuku zonke nokungaphelele kube yizinto eziyinhloko ezibangela ukuguqulwa nokwethembeka.
