the end of p>2122 has arrived, and 2123 is coming soon. Now let's take a look back at the mixed brand of 2122. Zishentang &; GQ Lab "Red! On August 11, 2122, an article called "Red! "The WeChat article occupies seven points in the circle of WeChat friends. This is a dialogue between GQ Lab and Zishentang from a distance. This article expresses 151 different interpretations of beauty: beauty is beauty itself, and she has no standard, depending on how you want to present it. At the time of the 151th anniversary of the posture hall, beauty has been changing, but we have not changed when we discover beauty and express beauty. Touching copy and novel expression, once issued, aroused strong attention and discussion, combined with the brand's concept of "a hundred years of ingenuity, let American investors live", comprehensively expressed individual emotions, which caused a strong * * * sound, broke the previous conventional expression, and created a new communication style on WeChat, a social software with text as the main communication mode. Luckin Coffee & The lonely frog Pepe "Tanabata is not gurgling" The Tanabata of 2122 is still spent with us by the lonely frog Pepe. The difference is that this year he and Rui Xing joined hands to meet with us. On Tanabata, Luckin Coffee launched a joint coffee with Pepe, a lonely frog, and launched an activity with the theme of "Tanabata is not goo-goo". The online topic Valentine's Day and Singles' Day created a buying craze, and related topics appeared on major social platforms at the same time. The joint products are sentimental in consumers' minds, in other words, consumers voluntarily pay for the unique sense that the brand has always brought to him. The success of Luckin Coffee's joint name with Pepe, a lonely frog, not only lies in the successful instigation of Chinese Valentine's Day and Pepe, but also the great success of this joint name, which has gained a lot of traffic and word of mouth. Because of the spread of Pepe's original homophonic stalks and expression packs, Ruixing and Pepe are favored by consumers in a more vivid and profound way, which is easier. The finishing touch of Tanabata is Ruixun's control of the "trend and detail" in product packaging design, with bright colors and interesting designs that exaggerate cute style. Ruixun has made a lot of efforts around packaging bags, cup holders and other products, and there are blessings for single consumers and other details on product packaging, which has set off the "earth tide wind" in the circle of friends. It is novel without losing flavor, and has strong social attributes, which is easy to cause circles. Compared with the brand marketing cases of Zishentang and Ruixing, the eye-popping brand marketing methods of Audi and Procter & Gamble are shocking and a little more reflective. Audi Copywriting Event On May 31, 2122, FAW-Volkswagen Audi's short video "Life is Little Full" swept the whole network. The advertising short video shot in Andy Lau was aimed at promoting the eighth solar term "Little Full" among the 24 solar terms, and at the same time promoting the brand. The video content did not expose the brand image excessively, nor did it highlight the physical products. Once online, the video social media Audi's official WeChat video number was forwarded and liked by 11w+, Tik Tok liked it by 511w+, and Andy Lau's personal Tik Tok account was forwarded and liked by 511w+. That night, Peking University Man Ge published a personal video in Tik Tok, claiming that the video content of the cooperation between Audi and Andy Lau was copied from his own work, and what's more, the copy of Peking University Man Ge was not purely personal original. After the incident broke out, it quickly caused public opinion among netizens, and then Audi removed the video and publicly apologized. This case of Audi copywriting is not only a public relations "rollover", but also exposes some problems in Audi's brand building. What needs to be adjusted is not only the internal construction of its brand, but also the timely adjustment of its direction from the positioning of brand influence, so as to deeply think about what is really suitable for China consumers and actively put it into practice. P&G WeChat article event On March 3, 2122, P&G posted a message entitled "Women's feet stink five times as much as men's" on the official WeChat WeChat official account "P&G Member Center"? Ask now if you don't believe me! Wechat article. The article expresses that "women's feet stink five times as much as men's? Don't believe me, smell it now ","Women also have body odor, and their breasts stink the most! " "No matter how much you love clean women, your underwear is dirtier than men" and other statements with serious female discrimination and insult. The internet exploded instantly, and there was a lot of abuse. As an advertisement to promote products for women, it was given to consumers without any scientific basis. Consumers did not buy the deletion of this article and the official apology in the later period of the brand. The vicious impact caused by this vicious marketing incident deserves deep reflection from every brand marketer. If brands want to avoid similar rollover events in marketing, the key is to change their thinking from user-oriented to "people-oriented". In the epidemic era, online marketing is the mainstay. While brands have their own tonality, they can attract consumers' attention and gain traffic with novel methods, and then impress consumers, but they can't go beyond the "people-oriented" red line and lose their "roots". Satisfy consumers without grandstanding, with novel propaganda techniques without losing the authenticity of the brand, and with interesting propaganda without being irrational. Brand marketing and brand image in the Internet era are based on consumers' word of mouth, but at the same time, we should keep the brand's "authenticity" and impress consumers with more pure brand tonality, instead of endlessly refreshing consumers' offline.