[Coca Cola]
I am afraid that there is not yet a product in the world that can have such a high reputation as Coca-Cola. No matter where you go in the world, you can almost see its “figureâ€: Coca-Cola's standard font, white waterline and red background; Sponsorships and more. And all of this is reminiscent of a drink with a special taste. As a cola drink, Coca-Cola is nothing special, and 98% of it is also water. However, in today's highly competitive world beverage market, why is it favored by consumers around the world? If we analyze it from the perspective of the CIS strategy, there are mainly the following points:
1. Unified visual signs to promote Coca-Cola's image For any company, its resources are limited. The problem is how to effectively use and develop resources. In the shaping of corporate image, there is also a problem of using the least resources to obtain the maximum benefit. One of the secrets of Coca-Cola’s success lies in the fact that it has chosen a consistent visual image that is used to promoting the corporate image. They focus on Coca-Cola's Spencer standard word, concentrate their power and customs on the cost of hundreds of millions of dollars per year, communicate in different ways, from different angles and in different media, and organize and purposefully strengthen consumers' visual identification systems. The impression left a memorable image in the eyes of the public servants.
From the perspective of psychology, to arouse people's attention to something, in addition to increasing the intensity of stimuli, we must also increase the frequency of stimuli, which will achieve the purpose of enabling consumers to recognize stimulants. It should be said that Coca-Cola has done this very successfully because today Coca-Cola is not only recognized by consumers in the world, it has even become a symbol of American culture. This cannot but be attributed to the fact that the Coca-Cola Company has continuously strengthened its visual identity system over the years.
2. To carry out various activities and establish Coca-Cola's image to carry out activity identification has always been the Coca-Cola Company's masterpiece. We do not say that Coca-Cola has sponsored the Olympic Games, the largest sports event in the world, for decades, nor talked about the ingenious acquisition of Columbia Film Company in the early 1980s, saying that it was an extraordinary event during the Second World War. It is enough to prove that Coca-Cola is very good at using different characteristics of different periods to carry out activities to establish an image. Look, when Coca-Cola General Woodruff mobilized all advertising power of the company, he publicized cool drinks to the military. Its importance is no less than that of artillery bullets. It has finally been listed as a military supplies by the International Department. At this point, with the victory of the US military in World War II, Coca-Cola can be seen everywhere the US military has gone. In this way, Coca-Cola effortlessly opened one market after another in countries such as the United Kingdom, France, Switzerland, the Netherlands, and Italy, laying a solid foundation for Coca-Cola to become a world-famous beverage in the future.
Coca-Cola is relying on a series of visual identification and activity identification to create the image of "the world's first" famous drink.
[McDonald's]
Just sell a fast food restaurant called Hanbaobao food. However, this kind of two-piece bun sandwiched a piece of beef patties, but it has swept the world. Moreover, McDonald's entered China in two years and caused a sensation in the Chinese people. It is said that the opening of the McDonald's restaurant in Wangfujing, Beijing took 13,000 transactions and broke the world record for the opening of McDonald's restaurants. Now McDonald's has become the world's largest fast food chain group! Why is it that the "Han Baopu," which is not handsome in appearance, can be welcomed by many customers? Where is the mystery? We say that the success of McDonald's is the success of the CIS strategy. Because McDonald's marketing process can best fully reflect the role of CIS strategy.
First of all, McDonald's has determined the correct concept of quality (Q), service (S), cleaning (C), and value (V). Over the past decades, McDonald's has been keeping "Q, S, C, V". The credo and this business philosophy are incorporated into all activity identification and visual recognition of the CIS strategy. This is the first major reason why McDonald's can succeed. You see, in order to guarantee the implementation of Q, S, C, and V, a set of working standards of “small to large, hand-washed, and large-scale management manuals†has been established within the company, making it a bible for the operation of McDonald's work system. ". In order to establish a good corporate image, in addition to funding sponsored welfare institutions, sponsored games. He also went to the park to participate in beautifying labor, go to the subway to engage in hygiene, and actively participate in social welfare activities. In addition, a golden double arch with obvious identification function - M as its symbol and a symbol of peace and kind mascot - McDonald's uncle and so on. The majority of customers are through a series of McDonald's activities to identify and visually identify, from which to understand the correct concept of McDonald's, so that the "Q, S, C, V" business philosophy, through a good corporate image, like the magnet generally continue to customers Attract the door to McDonald's.
Second, McDonald's can also fully play its role in CIS strategy in his chain operation, thus enabling McDonald's chain group to exert its greater power. As McDonald's is a fast food restaurant, it is characterized by decentralized, multi-location operations. Therefore, as an important issue of the same type of service, it is necessary to maintain the consistency of its quality and service. Only by maintaining consistency, can we give customers confidence and increase the credibility of the company to show the overall image of the company. Therefore, the introduction of CIS strategy is absolutely important for McDonald's to develop chain operations. Because the characteristics of CIS strategy is to emphasize the establishment of "independence" and "unity" of the corporate image. Due to the introduction of the CIS strategy, McDonald's stores scattered in any corner of the world are consistent with the McDonald's headquarters, which greatly enhances the overall strength of the McDonald's Group. This is undoubtedly an important reason for the success of McDonald's.
[IBM]
IBM is one of the first companies in the United States to introduce the CIS strategy. At the time, Tom Swarsen, the president of IBM, believed that in order for the company to become a world-renowned big company, it is very necessary to establish a sound image in the computer industry. This image not only reflects the company's philosophy, but also contributes to market competition. In particular, it can consciously leave a visual mark on the eyes of consumers. As a result, they condensed the three English characters of the company name into the word "IBM," and created an aesthetically pleasing form. Blue was selected as the company's standard color. In this way, IBM introduced the corporate image through the introduction of the CIS strategy, making it the “Blue Giant†trusted by the American public.
However, making IBM a world leader in the computer industry is not only due to having a good visual image, but also because IBM has established the idea that "IBM is a service" and strives for it from beginning to end. interest. It should be said that this is the secret where IBM can truly become a "blue giant."
"IBM is a service," which is a slogan from IBM. Although it is very simple, it clearly and accurately clarifies the guiding ideology of the company. In other words, IBM is going to be unique in its ability to provide the best service for its customers worldwide. So in this sense IBM will provide not only the product machine, but also the service, that is, the equipment itself and the employees' suggestions and consultations. Similarly, IBM trains not only the product salesmen but also the training of users. Solvers. Because this concept was used as a guide for IBM, the company's service work can be said to be almost unimpeachable. For example, at the very beginning of the company’s establishment, it was required that any question posed by any user must be resolved within 24 hours, at least to respond to it; later developed into a customer can use the machine only for rent, the company can also be free of charge Users provide services such as maintenance, consulting and training; even if they are not satisfied with the services provided by IBM, they may not pay rent, return machines, etc. It is precisely because IBM can provide such considerate services to customers. It is people's belief that the company is really concerned about each user, so that they can leave such a beautiful image in the minds of the vast majority of customers, so that it can make it in the strong computer market. "lord it over".
Why is there such a great "magic power" to provide considerate services? In fact, the reason is very simple. Because each customer's understanding of corporate image, the most important channel is their own personal experience. This feeling is much greater than the power of advertising in any advertisement. Especially in the current situation where the technical power of many products is almost the same, whether a company can provide considerate, enthusiastic and proactive services will become one of the decisive factors in winning customers. To achieve this goal is inseparable from the establishment of a correct philosophy.
IBM's success once again tells us that the introduction of CIS strategy is not only limited to the establishment of visual identity, but more importantly, it must first establish a correct concept.