For profit organizations, if not scale, will not have a future, advertising is no exception.

Creativity is an extremely personal business model, if the “individual” can not “scale” copy, as advertising can not afford to repeat the business model certainly is no big deal.

Split-level thinking: Advertising is a business of breath

Advertising rely on there? Ads What is life?

If you tell me life is a creative advertising, then you are not a qualified advertising. Long time, we have always thought that advertising is the essence of the creative industries, almost all of the advertising people think life is a creative advertising. However, I must solemnly point out that: ads are not creative to exist, by repeating ad there! Advertising in the communication level, the most prominent feature is repeated. It is repeated, only to expand the dissemination of advertising, also created a “mass media advertising is the most unpleasant things.” Therefore, I have to point out a serious and tragic – the more creative the more stand up to repeat the ad.

This paradox, in itself shows that we have for the advertising industry, positioning is not accurate. For profit organizations, size is not profitable. Regardless of any business, if not scale, will not have a future. Advertising industry is no exception, for decades, China’s advertising do not why, a big reason is that we have been using “creative” in their bindings to bound their own “feet.” Creativity is an extremely personal business model, if the “individual” can not “scale” copy, as advertising can not afford to repeat the business model certainly is no big deal.

If you allow me to use a figurative analogy, I would point out: Advertising is a business of breath. The significance of advertising is to introduce the product will not even show business is the strength. As long as the company’s advertising is still alive, we will know this business is still alive. Without advertising, business also lost in the mean breathing in public. Because not figure this, the peak of the Jianlibao that already know the whole of China, then the advertising cost is a waste of their own. Thus, Jianlibao complacent a large savings in advertising costs down. But the public do not see the ad, also that the company is not breathing. Ad no later Jianlibao products are really gone. Remember: Who should not save the local economy, who will lose the future! Coca-Cola and other world famous brands, “Everyone knows,” but they are still all-pervasive way to advertise, that is, we want to know: Look how strong my breath! To see how my lung capacity! I is the most worthy of your trust the most healthy oldest brand. We can almost say: the world’s most famous brands are also the world’s largest brand advertising.

In fact, a good business model, without exception, are “split-level thinking” products: the main industry is looking at the surface A, in fact, the real nature of the industry profit is B. For example, McDonald’s profit model? If you think McDonald’s is the fast food industry, a serious mistake. McDonald’s boss teeth regularly remind their staff: “Remember, we are not a McDonald’s restaurant industry, we are the entertainment industry.” This is the business intelligence in the 21st century, “split-level thinking.” “Split-level thinking” is that it can continue to benefit down the “wrong”, the more staggering level, to the deeper nature.

If we follow the “split-level thinking” and goes “wrong” one, will find that McDonald’s deeper nature and profit model is the “entertainment” behind the “real estate” – the location of McDonald’s outstanding ability to and the main “entertainment” of the brand can quickly build a crowd surging local “McDonald’s business district,” constantly pulling the continued appreciation of the real estate in the region, and then gone up to keep up rent franchisee.

This is the McDonald’s as “the best beef in the history of the real estate company” secrets. Only through the “staggered” to find that McDonald’s may appear to be fast-food burger industry, in fact, its second is to sell fun entertainment, deeper is the real estate industry. This is found in the nature of McDonald’s profit model.

In recent years, I have been to focus on business models and business thinking in the research, pairs of divergent thinking, convergent thinking, lateral thinking, so the thinking skills or “Mind Map” has been such operations Moshi Du Jin Xing-depth Tanxi – Divergent Thinking and so was too general and did not provide specific operational path; “Mind Map” provides specific operational path, and very divergent, but not three-dimensional, staggered levels not only confine himself to “a level” of the divergence on ultimately be only one plan.

“Split-level thinking” of the benefits is that it is very sharp and also has a very strong operational. Since it is a “split-level”, it must exist at least two or more dimensions. Operation, just put all existing and everything as the first level, then a firm belief in the mind: Where there is unreasonable! All the existing “first level” is unreasonable, we only need to stagger it to another level, line up. Because any effect and feeling are created by contrast, split-level, itself already contains all the conditions required for comparison: reference level, and we really want to level.

In accordance with the “split-level thinking”, we can easily find the future of China’s advertising industry is not “creative”, but “capital operation.”

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Category: Business
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