The marketing feast of personal brand from the resignation of Kai-Fu Lee

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Still remember, Google on July 19, 2005 announced the excavation of Microsoft China Research Institute founder Kai-Fu Lee, Microsoft promptly filed a lawsuit in Washington state court, put Lee and Google into the dock. The matter was in uproar.

However, this time Kai-Fu Lee resigned again.

How his resignation will affect Google's future performance in the Chinese market is beyond anyone's expectation. But the only thing we can be sure of is that Kai-Fu Lee's personal brand has been polished by numerous media bombings, and once again radiates a dazzling glow in the eyes of the industry and the general public. In Lee's life experience, he is always able to grasp these important opportunities, like the operation of the enterprise as a personal PR, and constantly establish their own excellent image and positioning, so as to climb the new ladder to provide support.

If we carefully observe the resignation of the relevant reports, in fact, can always see the shadow of the PR operation. In terms of time, the announcement of time between Google and Kai-Fu Lee was set in Friday and Monday respectively. Monday and Friday are actually not a good time for news releases, because the media in Friday were so busy ending a week of reporting that Monday was filled with too many important business news or corporate announcements, it was most likely that the news had been flooded in the next two days-but in one case it was just the idea that when the news was extremely important, It is the most popular headline to beat all the other rivals-especially in the Monday. Therefore, in Friday by Google announced the resignation of Kai-Fu Lee and do not give a specific whereabouts, but announced that he himself in Monday to announce the future, not only in Friday to the public's appetite, for the announcement of the Monday accumulation of popularity, but also to allow the media have sufficient time to determine the direction of reporting and And two days on weekends can work overtime to make some big guesses about the future. At the same time, Kai-Fu Lee to the media release of the "Sentimental" message, by the N mainstream media "exclusive access" Schmidt to Lee's private mail, and so on, these are the most typical and distinct public relations operating methods.

In fact, Kai-Fu Lee's personal brand PR long-standing. After his arrival in China, he held a lot of lectures, interviews, published books and the establishment of a student network, and so on, and corporate PR in the public/media communications, interviews, publications/Reports and CSR-type online activities and so on, and indeed have been extremely good results-kai-fu Lee in the minds of the Chinese public image Has earned him a positive assessment of wisdom, intelligence, kindness, respect for technology, youth and so on.

In fact, compared with many entrepreneurs who are obscure or are mediocre in personal branding, in recent years, we have seen more and more good at using PR means to create a personal image of business leaders are winning greater success, most of them have gained a better personal career development, some also achieve the success of the enterprise. Charles Zhang, Ma Yun, Tang Jun again to Kai-Fu Lee, their success can not be separated from the personal brand in the PR input. Other examples are mysee, although in 920.html "> Enterprise Development and Investor recognition may not be successful, but also does not affect his personal image and the ability to accompany the shining still."

Compared with this, many domestic business leaders in the personal image of the PR is much worse, of course, this and the industry and the nature of the enterprise often have a lot of relationship, such as many real estate companies to search the network can not find a personal introduction, and some even the name is not known; some state-owned enterprise leader catches, It is a political struggle to keep the bottom. And there are a lot of personal PR in the input, but the means rather clumsy. Instead of simply bragging in an interview with a dialect of red tape, there's no exception to a phone call in front of a desk, and so on.

Of course, more companies have consciously started to use the leader's personal PR to create corporate image-The problem is, the PR of the personal brand is not only the business leader acting as the brand and endorsement of the enterprise, but also the filling and packing of the leader's image and personality. When the image itself is still vague, the quality of the enterprise's personality is very suspicious. For example, when we think of Kai-Fu Lee's focus on technology and youth care and so on, we will believe that he led the enterprise in the technical innovation and public welfare will certainly have a good performance, when we have Lee's "pursuit of the Heart," the Credo of faith, his two-time job-hopping is relatively noble and less the shadow of a lot of interests. At the same time, Tang June, although a little harsh to many people, but his personal intelligence, wisdom and determination, and so also convinced that his leading enterprises may become sweatshops, but in terms of performance will certainly have a good performance.

On the contrary, the leaders of a telecommunications group of central Enterprises, which I have often seen recently, often receive media attention, and in a lot of reports to become the cover, people in addition to get from his mouth to the corporate strategy of the report, the slightest feeling that he is a kind of person, also do not know how the cold strategy will be implemented. And for him and the enterprise itself, people can not build based on perceptual personal identity of goodwill.

And sometimes, as long as you look at the photos of the corporate leaders on the media cover, we have a sense of the PR level of a business leader's personal brand. Compared to Lee Kai-fu, those who always accompanied by a smile to show his gentle elegance and wisdom of the picture, the boss of the state-owned enterprise mentioned above, on the cover of a recent issue of industry magazine, stood alone in the huge and empty office, with his hands pockets, Shing and smiling Hengmeilengdui coldly.