Want to know how to weaken the noise and make your voice heard by the public?

Want to know how to weaken the noise and make your voice heard by the public? Last month, Chipotle suspended pork sales at its One-third restaurant, a fast-food chain that is not just punishing their suppliers, but is also delivering information about the quality of their food to the public. Jonh Marshall, senior partner and Global strategy director at Lippincott, a marketing firm, said the move represented a "catalyst moment" for the company. Through such a move, the enterprise "won the attention, aroused the public's thinking, and demonstrated the direction of the brand." ”

Given the saturation of the media market, it takes more effort to catch the eye of the public. This is why a certain time or activity-especially when connected to a particular purpose-can achieve a powerful impact. Of course, there are various forms of catalysts. Marshall cites Jonh Legere's carrier-free strategy in T, and the example of Starbucks chief executive Howard Schultz temporarily shutting down thousands of stores to retrain the barista. Here are some of the catalytic moments worth mentioning, and you can learn something from them.

Starbucks closes 7,000 stores. The coffee chain was in a state of flux in 2008. Schultz, who left Starbucks before, returned to try to save the company. In February, he temporarily closed 7,000 stores and trained the barista for several hours. "The unprecedented decision to close the store cost us millions of of dollars, but it shows our serious stance and firm confidence to return to the core of the market," explains Schultz after the US national public broadcaster. "There is no doubt that the move worked.

T "no carrier" policy. In March 2013, T announced that they had cancelled their contracts, a major change in the rules of the industry. Customers can choose the operator at any time. That's not all: t the idea of "no carriers" to improve their remaining strategy, including cancelling international roaming fees, and paying customers who have transferred from Verizon, at&t or sprint operators to pay a fine for early termination.

Wal-Mart launches 4 dollar prescription service. Marshall said: "This move contains the brand wants to be recognized by the image." Wal-Mart adheres to the business philosophy of ' daily low price, good life '. "Apparently, they also provide 4 of dollars in interrogation services. When Americans aspire to efficiency and convenience, Wal-Mart is fulfilling its commitment to become a one-stop household resource for consumers.

Target supermarkets collaborate with high-end brands. Tell me what you think of the discount retailer, but when it starts to launch the seductive branding line, I'm afraid no one can do much better. Missoni became the popular baggage brand, and Zac Posen trimmed the fine dress by people snapped. Not everyone is interested in the high and Low end brand cooperation (such as this year with Lilly Pulitzer), but a few years ago, when Target launched a strategy to work with high-end brands, it became fresh and exciting, and it was the brand's meaning that people were saddled with high-end brands at reasonable prices.

Maptia's homeless office. Is there a better way to show a passion for travel than to move the office somewhere else? Maptia is a start-up that is dedicated to helping travellers share stories. They have been involved in Santiago's start-up Chile and Seattle's TechStars, and there is another name Taghazout, located in a small fishing village in southwestern Morocco, and a small Swiss tourist town Locarno.

Find your catalyst.

Just like the catalysts above, it will take time to find your own catalysts. But Marshall says delivering brand meaning is not a daunting task. Here are some suggestions.

Real。 Marshall that companies should engage in the business they believe in, he said: "The catalyst needs to come from the purpose of the enterprise, a gimmick of the company and a real goal-oriented companies only a gleam." "Case: McDonald's failed McBurrito marketing, Mexican tamales and the ancient Mexican have close ties, while McDonald's claimed that McBurrito will replace the Mexican tamales."

Innovation。 Marshall stressed that "you want the enterprise to be different, you must rush out of chaos and win in the competition." "Then the enterprise must be important, interesting, and worthy of attention." Marshall points out that Chipotle's train of thought sets the quotations and illustrations of Jonathan Safran Foer, the famous writer, in the shop Cup, coinciding with Chipotle's idea of "a pause in the digital world". Besides, what better way to work with writers and comedians to improve their corporate reputation?

Good。 Great design and high quality products are not the whole reason why people like Toms. As Blake Mycoskie learned, when your business has more than a profit target, customers become your biggest marketers. At the same time you can attract and retain talent, because employees understand your position, they will really trust you.