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Xây dựng thương hiệu từ “THẤT BẠI”

Posted on by Naci Law
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Xây dựng thương hiệu từ “THẤT BẠI”. Trong từ điển “Kinh doanh” chắc chẳng cần nói ai cũng đều biết đến hai từ “Thất bại”, mô hình chung từ này lại trở thành thứ mà bất cứ một doanh nhân nào cũng “Không muốn nghe, không muốn nhắc đến”. Phát triển doanh nghiệp không chỉ xoay quanh 1 vấn đề, mà nó tồn tại hàng chục, hàng trăm có khi đến cả ti tỉ thứ.

Bởi thế mà người ta vẫn thường nói “Kinh doanh còn hơn canh bạc” biết đúng, biết sai, có tầm nhìn, biết phát triển, biết nhìn người thì thành công thường đến. Còn không cũng chỉ như “mang con bỏ chợ” rút “Tiền túi” ra để mà mua vui, mà thử sức để có tí kinh nghiệm thương trường. Tuy nhiên nói như thế cũng không đúng, có “thất bại” mới có thành công được, nhưng nó chỉ dành cho những ai thực sự cố gắng, thực sự đam mê và có niềm tin vào “Kinh doanh”.

Làm nghề kinh doanh, không chỉ là nỗi lo “Khách hàng”, nỗi lo “Sản phẩm”, nỗi lo “Chất lượng”, nỗi lo “giá thành”…..mà hơn hết Doanh nghiệp nên đặt nỗi lo “Thương hiệu” lên hàng đầu trong quá trình phát triển.

Không sai đâu nhé. Hãy đặt mình vào vị trí của người đi tìm hiểu thị trường, hãy nhìn gương các Ông lớn để học hỏi. Không phải cứ nhỏ mới “lụi bại” mà ngay cả những thương hiệu có tiếng như “New Coke” của Co – ca – co – la  cũng đã vấp phải những thất bại sai lầm từ cách đánh giá thương hiệu.

Thương hiệu quan trọng không?

Khẳng định một điều là “Có” và “Rất quan trọng”. Kinh doanh mà mãi “kiếm tiền” mà mãi “thu lợi nhuận” thì kinh doanh đó là “bốc đồng” và không có “kế hoạch lâu dài”. Kinh doanh phải gắn liên với phát triển thương hiệu, bởi có như thế mới bền vững, mới thành công, mới ghi đậm dấu ấn trong người tiêu dùng.

Trong cuốn sách “Thất bại thương hiệu” của Matt Haig đã liệt kê những thương hiệu nổi tiếng, đã thành công, đã có chỗ đứng nhưng vẫn thất bại trong quá trình quảng bá đến người tiêu dùng. Mạnh dạn mà nói như “Việc mở rộng thương hiệu phi thực tế của nước hoa Harley Davidson” hay việc sai lầm PR với việc phản ứng chậm chạp với vụ tràn dầu EXXON, sai lầm khi sử dụng sai tên hàng hóa về ý nghĩa của thương hiệu nhãn xe hơi với tên gọi  “NOVA” cho mẫu xe của “CHERRY” mà trong tiếng Tây Ban Nha có nghĩa là “Không chạy được”…

Sự việc mà thương hiệu thất bại có rất nhiều, tuy nhiên tất cả những sự thất bại đó đều nằm trong mối quan hệ với khách hàng mà ra, những sai lầm này đáng nhẽ ra những Ông trùm “Kinh doanh” phải biết mà tránh xa, và phải định hướng được trong đầu kể từ khi mới bắt đầu hình thành kế hoạch.

Xây dựng thương hiệu không phải ngày môt ngày hai mà nên được. Nó giống như cái cây con cần được chăm sóc và nuông chiều. Hãy cho chúng chút nước mỗi ngày, vuốt ve, và yêu thương, cho chút ít ánh sáng cần thiết cho sự sinh trưởng, chọn những loại đất tốt, và nếu như cần hãy đầu tư cho chúng ít thức dinh dưỡng mà phải mua bằng tiền mới có. Thương hiệu cũng thế, hãy lựa chọn cho mình thương hiệu tốt được đầu tư, đừng coppy, sao chép của ai cả, hãy đi lên từ thương hiệu của chính mình, có định hướng, có chiến lược và quan trọng hơn hết hãy gắn liền nó với những hàng hóa, dịch vụ tốt nhất mà mình có được để “Pr ngầm” đến chính những đối tượng khách hàng mà bạn đang hướng tới.

Thế giới ngày nay, với sự thành công của hàng trăm thương hiệu lớn nhỏ gắn liền là sự giàu có không chỉ về mặt vật chất mà còn chính về những giá trị “Không tưởng” mà thương hiệu mang lại có thể kể đến như Điện thoại “quả táo cắn dở – Apple”; Đồ ăn nhanh nổi tiếng McDonald’s; xe hơi của “BMW” của “Toyota” hay của “Mercedes – Benz”; máy tính HP; dao cạo râu dành cho đàn ông – Gillette….Những thương hiệu này, nổi tiếng không chỉ trong một quốc gia, mà sự nổi tiếng ấy lan trên toàn cầu, toàn xã hội. Đây là cả một quá trình phấn đấu mà chưa kể đến thất bại. Có thất bại, biết cải biến mới thành công được. Và hãy cố gắng để biến sự thất bại ấy thành những sự thành công vượt bậc, ngoài mong đợi.

Bởi thế mới nói thất bại có thể tạo nến “Giá trị thương hiệu” vì vậy hãy cố gắng xây dựng một thương hiệu hoàn hảo, mang tầm cỡ và đừng bị ảnh hưởng bởi bất cứ vật cản gì.

 

 

 

Naci Law

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