This article is reprinted from the WeChat public account '纳兰醉天', scan the QR code below to follow.

When sensational marketing replaces real marketing and chasing hot topics becomes the trend, how many companies can stick to their own principles? (Old Na doesn't know how to make collages, so please don't mind.) On July 15, a term became hot—'sensational marketing'. Seeing these two words, everyone understands that Old Na is referring to the climax in the marketing world brought by the Uniqlo fitting room sex scandal. It seems that if your copy doesn't relate to that fitting room, you're out of the marketing circle. But after your copy is published, besides helping Uniqlo's stock soar, who remembers what your company is selling? More often, it makes people think the company is 'vulgar'. Old Na is not pretending to be a 'saint'. My hard drive also has works by Teacher Cang and Ozawa. But as a marketer, when you hear marketing turn into 'sensational marketing', don't you feel a flush of shame? Of course, there is one industry that didn't follow this hot topic—the condom industry. If Jobs made PPT popular, then Durex made copywriting popular. As a follower, Jissbon also seems to be catching up, but yesterday they were collectively silent, except for Lao Jin from Huanhu Interactive who wrote an article explaining why Durex didn't follow up. As the master of copywriting, Durex pioneered copywriting marketing, and other companies started to imitate it in droves, but all they learned was the surface—treating wit as copywriting. This is a common ailment of all companies: always wanting to find ready-made experience to learn from, but unwilling to settle down and study how the company actually does it. So after seeing Durex's copy, they naturally think marketing is just writing a few words; after seeing Taobao's wealth, they think marketing is selling cheap goods; after seeing JDB's positioning, they think marketing is shouting a few slogans. They are always chasing trends but never find themselves. Remember when everyone said Fan Bingbing should marry into a wealthy family, she said, 'I am the wealthy family.' Similarly, if you can't catch up with hot topics, why not make yourself the hot topic? Don't believe those successful marketing theories. In fact, successful people don't write about how they succeeded because they don't consider themselves successful, as they don't know if tomorrow they'll be written into failure cases. What we can believe is that they are successful at this moment, but their success may not be replicable, let alone copyable. After criticizing others, Old Na will also slap his own face and write about what he has seen and felt in the eight years at JDB Henan. When mentioning JDB, the first thing everyone thinks of is Trout's positioning. Trout helped JDB find an excellent advertising slogan: 'Afraid of getting heaty? Drink JDB.' When JDB lost the 'Wanglaoji' brand, it quickly launched the 'renaming' campaign, proposing the concept of 'authentic herbal tea', which was brilliant. But an iceberg only shows one-third above the sea; the other two-thirds are below. If you only learn the one-third above, what you build is just a castle in the air. Take a simple example: JDB's eight-step visit procedure is well known in the FMCG industry, but how many companies actually implement it? And how do JDB people do it? This is a veteran who has worked at JDB for 19 years and is currently the head of JDB Henan sales, with annual sales of about 1.4 billion yuan. While your senior executives are just pointing at the map, what is he doing? He still visits customers in a county every day, visiting 30 terminals daily, and spent the Spring Festival in a county town, going to the front line with his brothers on the second day of the New Year. Even if he weren't there, the Spring Festival performance would be achieved, and even if he went to accompany his newborn son, his brothers would understand his hard work. But he didn't. He still signs his name on every visit card like a new sales representative. When someone better than you works harder than you, what reason do your brothers have not to work even harder? This is a person who joined JDB twice. He left in anger back then, but his heart was always with his old employer. After a few years as a carefree provincial manager, a JDB person called him back. People around him said it was a stupid decision, because JDB no longer had the Wanglaoji brand, and who knew what it would become. They said, 'You're giving up such good conditions to return to that pit; don't get yourself trapped.' He said, 'I'm not Xiao Ma from "A Better Tomorrow"; I'm not trying to take back what I lost. I just feel they need me there, and I'm more suited to JDB.' As one of JDB's three major channel managers, visiting customers and delivering goods by tricycle are also essential parts of the job. In FMCG, women are used as men, and men are used as beasts. This is someone else's business: they can carry goods, climb high, fight competitors, and deal with hooligans. Some say this is inhumane and dangerous, that JDB doesn't care about employees' safety. Old Na won't comment much on this. It's like when a typhoon comes, McDonald's stops delivery, but KFC employees still brave the storm. You can say McDonald's puts employees first, or you can say KFC puts consumers first. Don't be a saint; others are just doing what they think they should do. This is someone else's business: working from dawn to dusk is common, braving wind and rain is common. As long as a customer calls, the tricycle arrives immediately. Without instructions, they set up advertising and displays, all in place. JDB's salary is not high, JDB's benefits are average, but JDB's atmosphere makes people feel comfortable. This is someone else's event: everyone works together with one voice. Maybe all you hear is 'pa pa pa', but in Old Na's heart, this is my 'Voice of China'. This is someone else's creativity. You can take away my brand, but can you take away my execution? You can dump prices, but can you dump service? You can take away my color, but can you take away my creativity? You can poach my employees, but can you take away our spirit? I like this advertising slogan: 'I can't catch up with trends, let trends chase me.' Similarly, can you catch up with hot topics? If not, why not make yourself the hot topic? As a marketer, you should have the right values. Don't use lower-body thinking as the essence of marketing. Some say, 'After Yashan, there is no China; after the fall of Ming, there is no Huaxia; after reform, there is no morality.' In fact, marketing theories are good theories; it's just that some people make marketing disgusting. Old Na believes there are still many down-to-earth companies that seriously think about creativity, execute, and create their own hot topics. Marketers, don't dig your own grave. Long press the QR code below to follow, then reply with number 1 to browse related articles by category.