Branding ~ 品牌塑造

I passed by an amusing scene recently.

Watching the passing scenery from the bus, I saw this old-school shophouse seafood restaurant setting the mood for Mid-Autumn Festival by decorating their restaurant with lanterns.

On a second look, I almost burst out laughing. For a business, they had actually choose to decorate their restaurant with lanterns that was given out free by one of the Integrated Resorts.

My guess is someone from the restaurant (or perhaps the entire staff strength of the restaurant) had gone to the Integrated Resort to collect a whole bunch of free lanterns. Since the lanterns were free and available, since Mid-Autumn Festival is coming, let’s just decorate the restaurant with the lanterns!

A lantern is a lantern, who would notice that it’s a free gift anyway?!

WRONG!

When every other person in the street is carrying the same lantern, then everyone would know that your decorations are free gifts from another commercial organization.

With that, you are not merely doing free advertisements for other commercial organization. You are also belittling your own business. Unless you are a PR or advertising agency, otherwise, who would do advertisements for other business organizations? Moreover, the PR or advertising agencies are doing it for a FEE and you are doing it for FREE?

It is prudent to save and waste not. However, these are things that you could not and should not save on.

最近的中秋节,我见到了一个有趣的现象。

在巴士车上,我见到这家很复古的海鲜餐馆为了庆祝中秋节而做的布置。

仔细一看,我差一点儿要当场笑出声来。做生意的,居然选择用印有别家标签的灯笼来做装饰的“主题”。

我想是因为有人(又或者是全部的员工)一起到了某家综合娱乐城拿了一大堆的灯笼来馆子的装饰吧!反正是免费的!

灯笼就是灯笼,谁会注意是否是免费的呢?!

错!

当街道上几乎每个人都提同样的灯笼,谁会不知道你的装饰其实是另一家商业机构的免费赠品呢?

这么做,不只让别的机构利用了你的地方来做宣传,也贬低了自己的生意。除非是做公关或广告公司,否则,有哪家公司会有兴趣帮别人打广告呢?更何况,公关公司与广告公司都是为钱而做,你却是免费服务?!

节俭固然是件好事情,但是有些事是不能省的。

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