Soft wen: The key point of marketing can not be neglected

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The story of KFC's own secret is that Colonel Sanders, who was discharged from the Army in 1963, lives as an ordinary person who does not want to accomplish anything. Go out and seek partners. In 1964, Colonel Sanders sold KFC's secret ingredient to a three-person consortium at a price of 2 million dollars, a recipe that turned the water into an outsider. Three-person consortium one of them is Marcy, a financier, and is therefore financially powerful. Perstedt was formerly an aerospace engineer, responsible for compounding spices and improving a range of processes. The seventh year after Maxi's consortium Fengfengguangguang bought KFC, Heber Ryan has monopolized the brand's franchise by 287 million dollars.

The introduction of a product can only be recognized by consumers to have a larger store, known. Advertising marketing has become a product manufacturing and consumer buying process must be an important link. After nearly hundred years of development, this hard cultural advertising peaked in 21st century, and accompanied by the peak of this advertising boom, consumers to their level of disgust has reached an unprecedented peak. The result of the professional investigation company is that 93.5% people are disgusted with this hard cultural marketing advertisement.

Want to use repetition to let consumers hear their brand to passively remember their brand. and soft culture marketing advertising refers to the use of some consumers can seize the attention of public goods or stealth ads to let consumers take the initiative to remember your brand! The secret ingredient of Coca-Cola and KFC "hard cultural marketing ads repeat the brand of the enterprise again and again."

Hard culture marketing is forcing consumers to remember your brand image. Coca-Cola soft culture marketing and KFC soft cultural marketing to show people this completely different brand communication ideas. Soft culture marketing and hard cultural marketing is the biggest difference is the soft cultural marketing focus on letting consumers voluntarily remember your brand image.

Find out, let me see how Coca-Cola and the world's fast-food giant KFC is marketing its soft culture? One common denominator in the brand marketing of both Giants is selling their recipes:

The security measures are very tight, Coca-Cola's secret ingredient is a recipe for Coca-Cola stored in the peace store. And it's hard for the world to imagine if anyone in the company wants to inquire about this "secret ingredient", then the person must first apply, the Trust Company's board of directors full approval before they can get the key to the Peace vault. At the same time also strict regulations, the door of the ping ' an library to open must meet the following two conditions: 1. presence of officials; 2. Open within the specified time. Thus, less than 10 people have known this recipe so far.

Reprinted note: Taiwan Tourism http://www.uucct.com/taiwangly/