China's Coca-Cola CI design "change face" mode II

The second shifts from the core of the enterprise to the core of the consumer

In the 1980s or so, the exact talk began in the late 1970s. When the heat of CI became popular in Japan, it began to cool down greatly in the United States. Some scholars have proposed from the theory that CI theory is a "from the inside out" of the way of thinking, from the perspective of the company, rather than from the consumer point of view, and the trend of the development of marketing management concept 1 phase, and therefore inevitable There are limitations of the times. Even though the development of CI has experienced waves in the world, and even some people see it as an overly hyped economic bubble, but I think that with the deepening of understanding of the CI system and the scientific management, it It will play an increasingly irreversible role in corporate management. Take Coca-Cola as an example, the original company has paid great attention to the unified image of the product and the American culture that has spread along with the product. This kind of thinking that stays in the mindset of marketing concept 2 is also brewing changes. Nowadays, companies realize that satisfying consumer demand is the ultimate goal of the company. Therefore, they pay more attention to the integration of corporate culture and culture in different markets, and pay more attention to the introduction of marketing concepts.

Let’s take a look at Coca-Cola’s actions in corporate image over the past few years: In 2002, the company launched a new image of mud doll “Afu” in the Chinese market. A Fu invited the children to cut paper, drink coke, and accompanied the "Dragon to the auspicious to, Ma Yue more happy" couplet to jointly welcome the New Year. In 2003, the company adopted the image of "Afu" and brought Afu to the small northern village. Ah Fu skiled along with the children and set off firecrackers. At the same time, there appeared the "Delicious and Cola, the Year of the Ox" couplet. The thick Chinese flavor and the image of "Afu" are deeply engraved in the hearts of consumers. This is nothing more than the recognition that consumers in different regions have different cultural backgrounds and preferences, especially the desire of Chinese consumers for auspiciousness, excitement and family love. Therefore, the company originally focused on the enterprise as the core, spreading its American culture to gradually dilute the American complex, and instead focused more on the psychological needs of consumers. The change in advertising style is the most obvious manifestation of this trend.

Third from internationalization to localization

An economist once pointed out that the success or failure of American companies’ overseas business depends on whether they recognize and understand the difference between different cultures; it depends on whether senior managers in charge of international business are willing to shake off the influence of American culture. The most significant feature of Coca-Cola's "dress-up" is the launch of its new Chinese logo. The combination of the new Chinese font and the streamlined character of the original English Spencer font enables the Chinese and English fonts to achieve a unified visual identity. Recalling the design, advertising and promotion activities of Coca-Cola in China and in different parts of the world: If China’s successful bid for the Olympics in July 2001, Coca-Cola will launch an Olympic gold tank for this purpose: the gold cans will feature festive gold and red as the main theme and join them. Elements such as the Temple of Heaven and the Great Wall and some motion pictures; In October 2001, the Chinese football team entered the World Cup two rounds ahead of schedule, and a newly-designed Collector's Edition canned Coca-Cola is also available. The launch of the "Ahfu" image in 2002, and the emergence of the new Chinese language logo this year, all reflect the development trend of delicious local culture, from internationalization to localization. At the same time, in different markets, the company has made corresponding adjustments in its strategy. Concentrated on different national advertising slogans: in the United States, the advertising slogan is "can not grasp this feeling"; in the Japanese market is "I feel Coke"; to Italy becomes "unique feeling"; changed in Chile again It is "feeling of life". Advertising information is always adjusted according to the specific time and space, and always takes the local cultural form as a starting point. The CI design trend from internationalization to localization is being recognized by more and more companies and applied to the image of their own companies. In particular, with the globalization of the economy today, as multinational corporations expand their business to every corner of the globe, the pure way of disseminating ideas and concepts of their own companies has become less effective. Instead, it has integrated the company into different regions and cultures. in.

Fourth from blind speculation to rationality

CI was introduced to China in the 1980s. In the 1990s, with the success of companies such as the Sun God, it became the most fashionable thing. Various companies have also introduced the CI system in order to bring about the company's take-off and substantial profits. In the new century, once the star companies no longer exist, enterprises that have used the CI system have also found that they do not have the magic of letting companies get back to life as they expected. People are beginning to enter a period of skeptical corporate image. Someone even suggested that the CI system is just a bubble. Indeed, overemphasizing and overestimating the role of the CI system in the development of the entire enterprise is unrealistic, especially when the CI theory is still in its infancy and needs to be developed and sublimated. To understand CI purely as a visual system, we hope to rely on designers to design several standardized graphs. Obtaining a CI manual can play a large role in the management of the company and it is incorrect. Only on the basis of scientific understanding of what CI is, starting with VI, MI, and BI, and starting from the decision-making level of the company, combining the company's brand strategy, marketing public relations strategy and corporate culture to improve the CI image can be achieved. effect.


Note:

1 Development trend of marketing management concept: production concept, product concept, marketing concept, marketing concept, social marketing concept.

2 Selling Concept: Enterprises with excess production capacity adopt the means of marketing and promotion, aiming to sell their goods instead of producing the goods needed by the market.