The heart-warming stories behind these brands

Behind every brand, there is its own unique brand story. Today, the editor has sorted out for everyone what kind of heart-warming stories the brands we are familiar with have.

Apple Computer

Let the creative and rebellious brand culture have religious characteristics

Apple Computer has been a maverick and non-conformist company from the beginning. The CEO and spokesperson of Apple Computer is often seen as a visionary. Apple Computer's products always represent "coolness" and innovation, causing shock among many PC products.

The fashionable environment of Apple computer retail locations and specialty stores has further strengthened the creative and rebellious brand culture of the Apple brand, and the launch of iPod and iTunes products has pushed this culture to the extreme. Apple Computer's brand culture already has many characteristics of religion.

Southwest Airlines

Deliver the brand concept of casual, pleasant and unrestrained

32 years ago, two young people, Rollin King and Herb Kelleher, got together and decided to establish An airline with a difference. Their concept is simple: get passengers to their desired destinations on time and at the cheapest price. Due to the perfect timing of their entry into the market, Southwest's brand story has become a business legend.

This small Texas airline has grown into one of the largest airlines in the United States, but the company's brand philosophy has never changed and remains casual, cheerful and unrestrained. Southwest employees have been delivering this brand philosophy to consumers.

Aflac

Making the duck an icon of popular culture

Aflac is an insurance company that specializes in selling additional supplementary insurance. In the past, most of the company's business was concentrated in Outside of Columbus, Georgia, and Japan, the company is virtually unknown. After 2000, everyone seemed to know about Aflac overnight, and now Aflac's brand awareness among American consumers has reached 90%.

All this should be attributed to the duck who just wants to be known to everyone and quacks endlessly in TV commercials. This white duck with a bright yellow beak and a blue shirt does nothing but scream hysterically. Aflac has made it appear in all TV commercials, print ads, charity events, and product placements. It has now become an icon of popular culture.

This duck has already increased the company's sales in the United States by about 30%. Without this duck, everything would be unimaginable. ?The company's CEO Dan Emmas said.

TheContainerStore

It is our mission to provide a simple and high-end home environment

The story of TheContainerStore is: by classifying and cleverly storing household items, we provide consumers with Provide users with a more concise and high-end living environment. The brand has been conveying a message to consumers: a cluttered home environment is the main culprit that leads to a lower quality of life. TheContainerStore not only creates a very bright and clean shopping environment for consumers, but has also been selected as one of the best corporate employers in the United States many times.

In order to make customers more satisfied, TheContainerStore's employees mobilize all their enthusiasm, creativity and insight into customer service. In order to maintain employee motivation, TheContainerStore's salary is 50% higher than the industry average. Employees must receive 235 hours of product training a year, and will receive 162 hours of training per year in the future, which is much higher than the average training of 7 hours per year in the retail industry. time.

Silversea Cruises

Turns traveling around the world on a cruise into luxury fashion

Silversea Cruises has been voted the best cruise ship by readers of the world-renowned travel magazine CondeNastTravler for seven consecutive years One of the world's top cruise ships. Silversea Cruises hired Fabrizio Ferri, the photographer of "Vogue" and "Vanity Fair", and the supermodel and actress Isabella Rossellini as brand ambassadors to interpret a story of luxury travel, exotic locales and elegant taste for consumers.

Silversea Cruises’ brand story goes beyond simple celebrity endorsements. Isabella Rossellini and Fabrizio Ferri traveled together on a Silversea cruise. Their experiences and photos during the trip were widely published in major fashion media, making traveling around the world on a Silversea cruise a luxurious fashion. .

KimptonGroup

Pampering consumers Every hotel has a story? This is the slogan of KimptonGroup. This hotel and restaurant group is definitely a connoisseur of storytelling. Bill Kimpton, the founder of Kimpton Group, believes that every traveler will have insecurities, and the brand concept of Kimpton Group is based on this foundation. Hotels should try to alleviate travelers' feelings of insecurity and loneliness and should make them feel warm and comfortable.

?Now, the Kimpton Group's brand philosophy is to pamper consumers and make them feel like they are at home. The hotels under the Kimpton Group are all converted from European-style, historic buildings in the city. The rooms are decorated with great attention to detail, trying to make consumers feel familiar and relaxed.

StartupNation

Let your experiences tell the story StartupNation is a national radio program founded by business management experts Jeff and Rich, two brothers. Brothers Jeff and Rich are successful venture capitalists and entrepreneurs themselves, and their own experiences vividly tell an entrepreneurial story.

According to the survey, 67% of Americans have the idea and desire to start a business. Therefore, two brothers, Jeff and Rick, started the StartupNation radio station to help people start their own businesses. The success of the two brothers was based on people's entrepreneurial passion.

Mark Warner Vacation Company

You come and play, I’ll take care of the kids

In 1974, Mark Chitty, a 20-year-old ski enthusiast, was in Switzerland Verbier rented a mountain hut and persuaded friends to pay for it. Today, Mark Warner Holidays welcomes 60,000 visitors a year and generates sales of approximately ￡40 million.

Mark Warner's brand story is that middle-class European professionals can enjoy a relaxing vacation, and Mark Warner employees will take care of their children while they ski or surf. Mark Chitty said: "I have found that going on holiday with the children is an important thing for most middle-class couples, and most children are more eager to play with their peers than to be with their parents. Therefore, The company provides children's club services. ?

Mark Warner operates 14 Swiss Cottage hotels in France, Switzerland, Italy and Austria, and is developing new resorts in Egypt, Dubai and Morocco. Thanks to the company's childcare, middle-class couples skiing at Alpine resorts can enjoy a night out at one of the 10 bars and nightclubs managed by Mark Warner.

Mark Chitty admits that success in the leisure industry often depends on being able to intelligently predict how lifestyle changes will change consumer behavior.

Exhale

Life Shelter

Exhale Leisure Group was established in April 2003 and now has four branches in New York and Boston. This year , Exhale will also set up branches in major cities in the United States, which is definitely a business miracle.

The main business of Exhale Group is leisure spa centers. The company’s founder, Annbeth Eschbach, describes the brand as a refuge for life, providing consumers with an environment that is fully relaxing, healthy and isolated for body and mind. .

Eschbach said: "I try to tell my consumers that a place that makes them happy from the inside out is worth flying across the Atlantic, not to mention that this place is in their city.