Reverse marketing

The European Cup is over. If you want to ask who is the biggest winner in this European Cup? I believe many people answer Coca-Cola! Originally, everyone thought that C Ronaldo's getting off Coca-Cola at the pre-match press conference caused its market value of 4 billion to evaporate, which was a brand crisis encountered by Coca-Cola. As a result, the latter simply played the social topic of "Coke Stem" to the extreme, and paid a lot of attention to it, thus turning a brand crisis into a reverse marketing activity.

For another example, Luo Yonghao owed 600 million yuan at the end of 2065438+2008, and was restricted from high consumption by the court. In the third season of the talk show conference in 2020, he successfully reversed the public opinion crisis and personal brand image damage caused by entrepreneurial failure by self-mockery and network stalks such as "returning 400 million yuan" and "returning the truth".

However, it should be noted that reverse marketing is by no means a simple way to shake cleverness and burden, nor is it a deliberate gesture to cater to the psychology of network users seeking novelty and difference, nor can it become a lie-making machine designed by enterprises to cope with the crisis of trust and public opinion.

It must be based on excellent products, benign brands, sincere communication and extensive social value creation.

Ignoring this foundation, reverse marketing is very easy to be possessed, it is very easy to abandon "marketing" and pursue "reverse" ending, and it is also possible to devour the essential soul of the brand under the superficial form of excessive rebellion.