Amanqaku kunye noThengiso loMxholo: Lumka uHype

iziqulatho zomxholo

UMichael Brito, USekela Mongameli oPhetheyo woCwangciso loShishino lwezeNtlalontle e-Edelman Digital (nakuzo zonke iindawo ezijikeleze iqanda elilungileyo), kutshanje Ubhale malunga neempawu ezimbini abo batshintsha ngobukrakra kugqaliso lwentengiso yabo kumaziko eendaba.

Ndikufumanisa kukhuthaza ukuba abamkeli bokuqala benkampani baguqula izicwangciso zabo zokuthengisa umxholo kwiqonga elibanzi nelithatha inxaxheba. Ngaxeshanye nolu tshintsho, nangona kunjalo, zikhona ezinye iindlela zentengiso ekufuneka sizilandele ngeliso elibukhali, kwaye singabhidanisi amajelo eendaba kunye lolwazi.

Umkhwa

Kukho imeko enkulu eyenzekayo kushishino lokuthengisa, kwaye inamacandelo amabini. Eyokuqala yingxoxo eqhubekayo malunga nazo zonke izinto ukuthengiswa kokuqukethwe, ethi yona, ikwinqanaba elithile, idityaniswe nombono we ukubaliswa kwamabali okusebenzayo.

Icandelo lesibini ngumbono we ubuntatheli bophawu, Iimpawu zinokuba ngababoneleli beendaba, hayi umxholo kunye namabali agxile kwimveliso yenkonzo okanye kwinkonzo, kodwa asebenze njengeendawo zeendaba. Iinkampani ziphantsi kwesipele sokutshintsha okumangalisayo kweendaba zemveli, kunye nenkululeko yokwenyani yobuntatheli, kwindawo yedijithali. Ngequbuliso, wonke umntu uyintatheli yabemi (into engekhoyo leyo).

Coca Cola kutshanje zenziwa i ntloko ngokutyhala kwabo ukuba babambe indawo yabo yecandelo kwimagazini yabathengi, ixhotyiswe ngababhali abangaphezu kwama-40 abazimeleyo, abafoti, kunye nabanye. Ngoku kuya kuba mnandi ngenxalenye ngenxa yokuthatha kwabo ukuba "ngumthombo onokuthenjwa", baya kunikela ixesha lomoya kwiikholamu zezimvo ezinokuthi zingangqinelani ngqo nomxholo olungele uphawu.

Imeko engaphandle

Kulapho ndithatha khona ingqalelo, kwaye ngaphandle. Amanqaku kwiimeko ezininzi namhlanje ayaqonda ukuba ukukhuphisana ngokufezekileyo, kufuneka okungenani ahlawule inkonzo yemilebe kwimiba esusela kuzinzo lokusingqongileyo, kumalungelo oluntu. Inxalenye yokuzibophelela kuxanduva lwentlalo kuthetha ukuba inkampani kufuneka ijonge ishishini labo, kwaye isebenze ekuphuculeni apho kufanelekileyo kwimicimbi yabo yeshishini. Ngenxa yeengxaki zangaphambili uCoca Cola abenazo e-India nase-Afrika apho ukuphathwa kwamanzi ibingumba ophambili, bendingalindelanga mzamo ungaka ukuba ubonakaliswe kwindawo yoKhenketho. Kodwa ndandingalunganga.

ICoca Cola inikele ngenzame enkulu ekuxoxeni ngalo mbandela, kunye nokupakishwa okuzinzileyo, ifuthe lezolimo, njl njl. Ingxelo ngo-2012 yoZinzo.

Ngoku sisiqalo esihle, kwaye ndiyayincoma iCoca Cola ngokubandakanya olo lwazi. Kodwa ayisiyiyo ubuntatheli bophawu. Asifanele sidideke ukubalisa ngamabali Ibali labazali nabantwana babo, amabali esiwafundayo sixoxa kwiindawo zethu zonqulo, amabali eentsapho zethu.

Inyathelo elilandelayo elilandelayo leCoca Cola iya kuba kukuseka iqonga apho ezi ntlobo zemicimbi ziphambili kwaye zikhona, apho uluntu lwabathengi, amatshantliziyo kunye nabamelwane banokunxibelelana. Ndingathumela kwakhona ukuba u-ombudsman womthengi abe yinto esisigxina kuluntu, kwaye banikwe ukuzimela ewe kube buhlungu ngamanye amaxesha.

Uhlobo lweHype

Ukuba iinkampani ziye zacinga loo nto okomzuzwana lolwazi zinokubakho ngaphakathi kwemida ye- urhwebo, bazibeka endaweni ebonakalayo phakathi embindini womjikelo olandelayo.

7 Comments

  1. 1

    Wow Marty - uyigqibile. Ndicinga ukuba kukho inqaku le-hubris kunye neempawu ezikholelwa ukuba ziziko lokuqwalaselwa okungakhethiyo. Abafundi basoloko besazi ukuba bafunda imathiriyeli yokuthengisa! yiyo loo nto iinkampani kufuneka zibe nesicwangciso sazo esisembindini kwakunye neqhinga lokufikelela ebantwini!

  2. 2

    Isithuba esihle uMarty, kodwa ndiba nexhala malunga neengxoxo malunga neenkampani ezifana neCoke ezenze ngokungafihlisiyo malunga nayo yonke into engalunganga xa isiza…

    • 3

      Ndikhe ndabagxeka kakhulu ngaphambili, kodwa kukho ithuba lokuba siza kubona inqaku le-tipping ngaphakathi, ukuba isiseko sobuntatheli benkampani sithathelwa ingqalelo. Ndicinga ukuba umbuzo kukuba ngaba olu hlobo lomgudu lunokukhokelela ekuguquleni okucothayo kwangaphakathi, okanye kuya kuba yimagazini ye-intanethi. Kwaye ngelixa belapho, buyisela iibhotile ezindala ezibuyiselwayo ze-6.5 ounce, kwaye usebenzise iswekile yokwenyani.

  3. 4
  4. 5

    Kubalulekile ukuba uninzi lwamashishini amancinci abe nephepha
    ukwakha uphawu lwabo, ukunxibelelana nabathengi kunye nabalandeli, kunye nokugcina
    PR entle. Ngaphandle kobukho bemidiya yoluntu, ishishini linokushiywa ngasemva kwabo
    abakhuphisanayo, ngakumbi abo bakhethe ukwamkela ngokupheleleyo amajelo asekuhlaleni.

  5. 6

    Andivumi ngokupheleleyo, njengoko ndikholelwa ukuba iibhrendi zinokuzisa umlinganiselo othile wokujongwa kumxholo wazo, ngakumbi ukuba lo mxholo usekelwe kusetyenziso, endaweni yokukhuthaza. Yinto nje ngokwenkcubeko akukho DNA brand ezininzi ukwenza njalo. Iposti enkulu kaMarty. Ndiye ndacinga.

    • 7

      Enkosi Jay. Ndihlala ndibhekisa kwimantra yakho yokuba luncedo, kwaye ngamanye amaxesha kunokuba nzima ukuthengisa ukutshintshela kule ngqondo. Sibonile kwi-Edleman Trust Barometer ukuba abathengi babeka ithemba ngakumbi koontanga, imibutho yabo yentlalontle, kwaye ngaphantsi kwizinto ezenziwa ziinkampani. Ndiyakholelwa ukuba imibutho inokuqalisa ukuyitshintsha le mibono, kodwa yinkqubo ecothayo. Abantu abafana noTom Foremski bahamba phambili kweli hlabathi litsha linesibindi lobuntatheli benkampani, ngokuchasene neendaba zenkampani. Unyaka ka-2013 uya kuba ngunyaka omkhulu wemizamo yokuba iinkampani zihamba ngendlela eethe-ethe yokuthembela.

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