The rejuvenation of the 700-year-old brand "Forbidden City" has completed the transformation of the Forbidden City in 5 years. From a historical and cultural landmark to a popular IP brand, the Forbidden City has become the highest in history because of its interesting, interesting and cultural peripheral products. Age "net red". Using "Zhen" as an endorsement, Yongzheng, who can be flirtatious and arrogant, has also become a trend-setter on the Internet.
Do you think this is over?
In fact, it is not. The Forbidden City aims at young people to design cultural and creative products of the Forbidden City, planning the "Forbidden City Shangyuan Night Jumping Wild Di" activities, the Forbidden City co-branded card series cooperation, the Forbidden City chrysanthemum pot, "Jifu resurgence" and so on, according to the statistics released by the Forbidden City In 2018, the number of visitors to the Palace Museum exceeded 17 million, of which the audience under the age of 30 accounted for 40%. Young audiences, especially the "post-80s" and "post-90s", have become the "main force" of visiting the Palace Museum.
There is no doubt that the 700-year-old rejuvenation of the Forbidden City brand was a success, but its success also had its inevitability. After all, it was known from elementary school that there was a Forbidden City Museum in Beijing, and every move of the Forbidden City would attract people's attention, so its brand was successfully reshaped. Has the accumulation of its brand.
There are very few companies with a brand history of 700 years. However, it has been more than 40 years since the reform and opening up. There are many brands with a history of more than 20 or 30 years that have grown up with the reform and opening up. of brands are slowly dying due to the failure of transformation and rebranding.
"Hongxing Erke", which recently became popular again due to donations of 5,000 yuan, is also a well-known brand in the eyes of the post-70s and post-80s, but as the post-90s and post-00s become the main consumer, its brand has also begun to decline.
1. So what is the purpose of the old brand remodeling?
Rebranding to change the aging brand image and win new user groups, or to expand into new markets because of strategic transformation? I think the former is more in line with the purpose of most old rebrands.
2. What aspects should the rejuvenation and remodeling of old brands start from?
1. The corporate culture needs to be adhered to, but it can be refined and reshaped
Continue to adhere to the corporate culture condensed by the brand, because corporate culture is its unique cultural characteristics composed of values, beliefs, ceremonies, symbols and ways of doing things for the long-term development of the company, but telemarketing list many companies often condense corporate culture into one sentence. Or an ancient sentence, but such a corporate culture and mission is difficult for the post-90s and post-00s generation of emerging humans to accept.
Therefore, the rejuvenation of corporate culture needs to be taught in the language acceptable to emerging humans. The simpler way here is to first disassemble the various points condensed in corporate culture, and then follow the language, text, and illustrations acceptable to emerging humans. Even animation is re-expressed, which is an effective way to rejuvenate the brand culture.
2. Rejuvenation of brand value and brand selling point
The remodeling process of brand value and brand selling point is not to overthrow the original value and selling point system, but to use modern marketing thinking to reshape, use modern marketing language and mode to re-express, and use methods, methods and methods acceptable to emerging human beings. channel to transmit.
For example, short videos and self-media convey brand value and selling points, use "Zhen" as the brand endorsement of the Forbidden City, supplemented by funny images of emperors, which just caters to the self-centered concept of today's emerging human beings, so when "Zhen" appears on the Internet The media channel has aroused the resonance of young people, which is also a very key point in the refinement of selling points in the transformation of the Forbidden City brand.