Some people say that the connotation of a brand can be seen through an advertising language. The slogan "Anything is possible" is the crystallization of continuous accumulation and perfection of Li Ning brand 15 years. From the earliest hope for China's new generation to keep the wonderful things for yourself, to I exercise and I exist, I enjoy the beauty of sports, Excellence comes from the true colors, and now everything is possible, Li Ning brand has gradually accumulated unique connotations.
It is hard to imagine that after seeing the advertisement of "anything is possible", someone will be unmoved. Because all the children living in the city felt deja vu when they were young, "Li Ning" did not have gorgeous pictures and exaggerated decorations in just ten seconds, but reproduced the beautiful memories of that youth with the most authentic pictures, conveying the idea that sports are everywhere, which led to the sportsmanship of "anything is possible". This is a breakthrough for Li Ning Company, not to praise how creative its advertisements are, but to make its brand a highly recognized value commitment through brand positioning. "Li Ning" provides not only sporting goods, but also a life belief, quality of life and ideological realm.
"Everything is possible" needs a lot of things to support, and at the same time, more consumers should really feel and appreciate the connotation of this sentence, not limited to a certain group. Nowadays, the social homogenization is serious, and it may be replaced by your competitors if you are not careful. Give your target audience a reason to know your existence, attract their attention, understand the ideas brought by your brand, and finally choose your products willingly and pay for them. For example, the college students' 3-on-3 basketball match sponsored by "Li Ning" is very apt to the brand positioning of "anything is possible" and puts forward the slogan of "one-on-one fight if you don't accept it". During the competition, teams will be arranged to play 3-on-3 for 8 minutes, and the strongest team will be selected for 1-on-1 for the remaining 2 minutes, and the one-on-one session will be scored twice. Even if the score falls behind in the group stage, it may be pulled back, which shows that "anything is possible" in this competition system. The wars in this competition have spread all over nine cities in China, including Beijing, Shanghai, Guangzhou, Tianjin, Harbin, Nanjing, Hangzhou, Chengdu and Wuhan. The competition was moved to 120 university. * * * There were 2,536 teams, with more than 0/0000 college students, and more than 5,300 competitions were held, which were received by the students. And this kind of real activity is more effective than simply sponsoring activities. It not only strengthens the affinity and awareness of the brand, but also increases the opportunities for face-to-face communication between the brand and consumers, which can really touch their hearts. Compared with other sports brands in China, it is much wiser for Li Ning to organize campus activities and establish direct communication with consumers simply by using the marketing model of "star+advertisement".