Good Stories and Enterprises

Any famous brand has a good story, and it is precisely because of the ease of spreading good stories that many brands are created. Products and quality can be created internally within a company, but a brand cannot be created internally. Only through social communication can a company establish its brand image. Brand image comes from corporate culture, and corporate culture, as a code of conduct that every employee should follow, can ensure the vitality of the enterprise. Because it is built bit by bit by the enterprise, having a sound and positive corporate culture will be the most precious asset of every enterprise. If these corporate cultures want to be recognized by society, consumers, and employees, a good story is the best bond. Only by touching them can consumers have a strong emotional identification, thereby increasing brand loyalty; Only employees can identify and find a sense of belonging and strengthen work motivation within the company.  

Dalian and Penglai have done better in the government, while Haier has done better in the corporate sector. Upon closer examination, Zhang Ruimin's popularity and Haier's popularity are mainly not based on advertising, but on "making up stories and telling stories". Making up stories and telling stories is not done with words, but with business strategies and behaviors. Smashing the refrigerator is a story, entering the German market is a story, washing sweet potato washing machines is a story, giving lectures at Harvard is a story, and so on. These stories embody both viewpoints and facts, and are not just ordinary facts; It is vivid and relatively complete, but the dry concept is difficult to spread. Take "smashing the refrigerator" as an example. Under Haier's deliberate exaggeration and promotion, newspapers, magazines, television and other media have used this incident as a case study. Haier has thus created a high-quality brand image and become the flagship of Chinese national enterprises.