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"White Sands"-Corporate Cultural Connotation of Brand

In the almost poetic description of cigarettes, there is a sentence that is particularly meaningful: "Crane dances on white sand, and my heart flies."

Maybe one day, cigarettes will disappear from the earth, but people's spirit, will and thoughts will always fly upwards-this is the entrepreneurial spirit that Baisha Group deliberately shows to people while establishing its brand. As many brand researchers have pointed out: With the advent of the brand era, "enterprise spirit has achieved a more important position than the brand itself, because consumers rely on the company itself, not the product, and the company is more specific than the product itself and conveys more information."

The rapid promotion of "Baisha" brand awareness and the wide spread of brand connotation and brand culture are closely related to its brand concept and brand theme, that is, the word "flying". The desire for "flying" has become the core appeal of the brand and the ideal of the enterprise. The production and development space of "White Sands" expands with "Flying".

First, "White Sands" established the main advertising screen with the theme of "flying", which washed away the lead and made it beautiful and aroused people's reverie.

After the formation of the brand core concept of "crane dancing in white sand, my heart flying", Baisha Group carried out corresponding integrated communication. On TV and in print advertisements, the white crane flying into the sky left a deep memory in people's hearts and aroused people's wonderful imagination. A gentleman put it this way: Under the blue sky, by the clear lake, by the ancient white sand well with lush grass and reeds, two beautiful red-crowned cranes danced with pride, like fairies, giving people a kind of freedom of wild cranes in the clouds and a kind of fairy feelings. ...

Baisha Group has spared no effort in spreading the brand theme "My heart flies". Advertisements for street signs and light boxes were released in the bustling areas of big cities, and this advertisement was also played in CCTV media in turn. The most striking thing is to participate in the theme activities related to "flying" and interpret the brand connotation with the help of major events:

-199965438+February 1 1 At 2 pm, the Hungarian aerobatic pilot Peter Bessenye successfully crossed the Tianmen Cave for the first time. With the live broadcast of CCTV, hundreds of millions of TV viewers saw the dream of "White Sands".

—— In the first Golden Eagle Art Festival of Baisha Cup from June, 5438 to October, 2000, Baihe, the representative of the image of "Baisha", performed an ideal flying dream with a golden eagle. The 52-hour rolling broadcast of the media has made hundreds of millions of viewers deeply feel the confidence, freedom and freedom brought by the cultural concept of "Baisha" brand: "Crane dances with Baisha, and my heart flies".

-20001October 3-6, 10, Taihu World Aerobics Competition, the pilot's goal is the smallest space that human pilots have ever surpassed: the opening of Taihu Bridge. The 14 aircraft marked with the word "White Sands" sublimated the idea of "White Sands" flying high and showed the courage to challenge and surpass itself.

The planning and publicity of these enterprises are considered to be successful. Its advertising benefits are mainly reflected in the establishment of corporate image. Those flights are obviously risky, which requires pilots to have excellent psychological quality besides superb flying skills, which is a very intuitive interpretation of the pursuit of enterprises.

Baisha group's marketing planning with the theme of "flying" was rated as one of the top ten successful marketing cases in 20001year. The judges commented: "The rapid promotion of Baisha brand awareness, the promotion of brand connotation and the wide spread of brand culture are closely related to its brand concept and brand theme, that is, the word' flying'."

Second, establish a high-spirited spiritual ideal while establishing a brand. Perseverance is the brand spirit of "Baisha" and the enterprise spirit pursued by Baisha Group.

It can be said that "White Sands" is also establishing high-spirited spiritual ideals while establishing its brand.

The success of the Olympic bid has witnessed the exciting historical moment of well-known enterprises, which is undoubtedly of great significance to enhance brand awareness, corporate image and morale. At the critical moment when China's successful Olympic bid attracted worldwide attention, "Baisha" and "Haier" appeared at the same time! Congratulations to the people of the whole country on the success of the Olympic bid! Lu Ping (Chairman of Baisha Group and Director of Changsha Cigarette Factory) described: "At that moment, we were truly connected with the hearts of the people of the whole country. Maybe when people see us again in the future, they will immediately think of that solemn, glorious and exciting historical moment. This value is difficult to estimate. "

The entrepreneurial spirit of "my heart is flying" and the national spirit of successful Olympic bid are almost perfect communication.

It is true that it is also worthy of attention that "Baisha" can stand on the same platform as "Haier".

As the flag of a national brand, "Haier" has long been world-renowned. It is one of the most attractive brands in China and represents the advanced industrial direction. "Baisha" and "Haier" appear side by side, which is an affirmation of the brand value of "Baisha". It is said that CCTV's standards are: first, the Olympic bid is a major event for China people, and it must be a national brand to qualify; Second, the growth of the brand must be very good, which can match the rapid growth of China's national strength.

Obviously, this is not a question of choosing a "king". It's not who pays more. This proves the strength and potential of "Baisha" from one side, and proves that this brand is not only well-known, but also has good growth and considerable cultural taste. This shows that the efforts made by "Baisha" in establishing brand image in recent years have been initially recognized, trusted and rewarded by the society.

Today, with the continuous development of market economy, only the market is the touchstone to identify famous brands, and only consumers are the authority to judge product quality. To this end, "Baisha" vigorously advocates the production and marketing concept of "one brand" and has carried out a series of "market-oriented" reforms:

Since 200 1, "Baisha" has implemented BPR/ERP project, reorganized the enterprise structure with core business processes as the main line, realized the transformation from function-oriented to process-oriented, integrated enterprise information flow, capital flow and business flow, and improved the response speed of enterprises to the market. Among them, brand, marketing and R&D are the main lines of the process-brand-centered, strengthening the linkage between marketing and R&D, and integrating related supporting resources, making the brand process wide and short, providing a mechanism guarantee for enterprises to realize the transformation from making products to making brands.

At present, "Baisha" has a marketing network consisting of more than 20,000 product-specific points and retail points.

In April, 2004, the comrades of the factory public relations department who visited the northwest market with Lu Ping wrote this story: "frontline marketers are racking their brains to create more achievements. They deeply touched our scenery along the way. Before the Spring Festival, long pipes were the last batch to retreat from the northwest market. After the Spring Festival, they are still the first people to go to the market. We arrived in the northwest in the spring of April, and we can still feel the cold and sandstorm there. It is conceivable how they will endure being stationed all the year round; It is conceivable that they are strong enough to refuse to miss the market and can withstand loneliness. "

Perseverance should be the most precious quality of life of a brand, and it is also the enterprise spirit that Baisha Group constantly pursues.

Third, the brand represents the spirit of the enterprise team and is a symbol of the enterprise culture. The team spirit of "Baisha" is: enthusiasm and quality.

"Sincerity by quality" is a "trust mechanism" advocated by Baisha Group, which gives people confidence and affinity.

About flying, Baisha people have a systematic view that 3HOT is the condition of flying, FIYHIGHER is the state of flying, and BESHINY is the direction of flying.

Deducting the concept of 3HOT is a comprehensive cultivation and promotion of corporate humanistic spirit.

For 3HOT, the simplest explanation is that to realize the dream of flying, you must have three A-level abilities-learning ability, cohesion ability and innovation ability, have a warm heart, love the motherland, care for others, pursue a confident, calm, endless and soaring life state, and fly to the sunny golden century together.

Some people say that the significance of 3HOT is that it is a brand-new way of thinking and a brand-new communication culture. This way of thinking provides a framework and a broad space, which can combine people and property at all levels, including dealers and partners, effectively allocate resources, unify thoughts, unite internal and external forces, reduce conflicts, reduce costs and improve overall combat capability.

"Without motivation, you can't fly." This is the theme of a management communication activity conducted by an enterprise. In fact, this is a clear signal sent by Chang Yanxin's leadership team to employees. The team has always advocated humanistic care in every detail of new products: taking 3HOT as the core concept and exploring the dynamic mechanism to make Chang Yan fly higher and higher at a brand-new historical starting point. In practice in recent years, Baisha Group is obviously fully exploring this effect:

In the market, the operation of the "20: 80 principle": 80% of the profits of enterprises come from 20% of repeated purchases. And its "service marketing system" not only meets the needs of consumers, but also trains a group of mature dealers.

In science and technology, seek the best combination of rationality and sensibility in contact with the market. They fully reflect humanistic care while meeting the needs of consumers, and at the same time integrate resources to control all unreasonable costs in the design stage early.

In the humanities, enterprises build a dynamic platform with three "A" levels of ability, and create a humanistic environment with the same desires and joys and sorrows. Externally, enterprises form an overall attack force and constantly play wonderful cultural cards.

Fourth, the concept of "flying" is transformed into the spiritual will of all employees, and the most ordinary employees also have a strong sense of responsibility.

If Baisha Group puts brand building first, then they are the first brand in Shu Ren. "Cultivate people first, then produce products, and constantly strive to create a mechanism environment for employees to become talents." The enterprise has operated brand manager system and professional manager system successively, which has built more stages for employees to become talents, and employee training has become the key work of the enterprise at all costs.

What kind of corporate organizational culture atmosphere should be created? They believe that an open and learning organizational culture atmosphere is very important to stimulate employees' creativity quickly, and people's creativity can be maximized in a relaxed and mutually encouraging atmosphere. On the contrary, in an environment of repression and mutual exclusion, people's creative thinking channels will be blocked.

Everything is to transform the concept of "flying" into the spiritual will of all employees, and form a strong sense of responsibility for society, consumers, dealers and the enterprise itself that even the most ordinary employees of Baisha Group have.

At the summary meeting of "Baisha" high-formula new product launch conference, the staff of the research center told the story of a formulator running around. Described the dribs and drabs behind the 82-hour overtime work of the members of the scientific research formula group; The workers in the fifth workshop talked about the trial production process again and again. The intensive enthusiasm, wisdom and strength in the production finally made the cut tobacco go through 18 procedures before entering the wrapping workshop. ..... In this regard, the reporter of Factory Newspaper has a wonderful comment, expressing the responsibility and enthusiasm behind the humanistic care conveyed by the "Baisha" brand to consumers: "While casting fine products, we also cast ourselves, with meticulous work spirit, enthusiasm for co-ownership, innovative spirit of learning from others, humanistic spirit of pursuing supreme quality, scenes or grand or subtle scenes, because we strive to pursue them. 3HOT and the entrepreneurial atmosphere deliberately created by the enterprise have built a solid flying platform for "Baisha"-behind the strong brand, it is the support of corporate culture with enterprise spirit as the core.