The Internet age story becomes the main carrier of the brand

See more and more of these words: Your story is your brand, your story is your culture, ... Such a conclusion appeared in the Internet era is not an accident.

Before the Internet, the lack of interactive tools, brand influence is a one-way superposition of the impression caused, even if there is http://www.aliyun.com/zixun/aggregation/9215.html "> Word-of-mouth transmission, there is a one-way transmission traces." In the internet age, more and more interactive tools, more and more advanced, the influence of the brand into two-way communication results. Tell, listen, live, talk, interact, participate, experience 、...... The frequent occurrence of this kind of vocabulary is an interactive phenomenon.

After the brand formation in the internet era has a new feature, we observe that the role of the story is also highlighted. The story we're talking about here is real and transparent, not a made-up black box. Such stories are generally issued by grassroots groups, such as employees of enterprises, the experience of products and so on. These stories all reflect a culture and values, the story has more influence, the brand in the process of introduction.

Hsieh is one of the best storytellers, in his three pairs of shoes, there is a wonderful words: "A word is only a word, a picture value of 1000 words, a brand value of 1 million words." "My understanding is that if you truly embody the story of your values up to 1 million words on the Internet, the brand will naturally appear."

In his book he conveys an idea about the story: Zappos, the company relies on its employees, customers, suppliers, to convey a variety of life and work stories to the outside world, including the story of the party, the story of the holiday, the story of the game, and even the quirky stories of each other, they are not advertisements, they are the true portrayal of life, is to show yourself in a natural way. Each employee tells the story is different, the content is different, the individuality is different, is diverse, each sound is a unique opinion, but together is the United States and Czech step all, is a unified corporate image.

In my opinion, the brand appearing on the internet will be the reflection of corporate culture and values, and the story is the carrier of enterprise culture and values. is not such a law, very much hope that someone comment.