Miller Shockwave: Looking at Metersbonwe Brand Endorsement "Wrong Love"

These days, we must talk about Miller (Wentworth Miller), "Prison Break" men. I am also a fan of “Prison Break” to commemorate Miller’s visit to China.

On October 18, Miller's endorsement brand, Metersbonwe's ME&CITY, was on Nanjing East Road. The flagship store appeared and participated in the ribbon-cutting ceremony. Due to the enthusiastic excitement at the scene, the scene was once out of control. It is said that crowds on the scene are pushing in and out of danger. Mi saw the lethal damage.

Miller "Prison Break" Top Beach

For the clothing brand upstart Metersbonwe, is it wise to find Miller's splendid Miller endorsement? My opinion is not necessarily.

1. Miller and Prison Break were so popular in China. The media used a vocabulary of “hidden fashion.” Behind this, it turns out that the power of unofficial communications, the power of fans, and the power of the Internet are strong. Miller told us that these "hidden" forces are not weaker than the brand's so-called official communications.

2. Regarding the selection of Metersbonwe, the ME&CITY series is a brand newly launched by Metersbonwe in the face of the urban workplace crowd. Some people call Metersbonwe the Chinese version of ZARA. I think it is not appropriate. Although they are all "fast fashion" models, Metersbonwe's model is closer to GAP. At least in the brand communication, ZARA is not relying on the star advertising model, but based on the strength of the supply chain, while the GAP is a star-driven fast fashion model, brand spokesperson is not Hepburn, or Madonna. Zhou Chengjian's big-name brand operation ideas are closer to the idea of ​​GAP.

3, in the selection of spokesperson, Metersbonwe should be a lot of brains, Miller should be more than 20-year-old 30-year-old young man among the preferred idol star, which is also quite a good customer base with ME & CITY Tone. However, in the choice of endorsement of Metersbonwe, I saw a key word: wrong love.

4. One of the mistakes is that Metersbonwe apparently lacks understanding of the deeper causes of Miller and the Prison Break brand and does not think enough about Miller's brand DNA. In Other words, Miller's brand DNA and Metersbonwe's brand DNA are obviously out of the team. Miller is the king of “hidden popular” and ME&CITY is the first public appearance. Selecting a public star is obviously more in conformity with Meters. Bonwe's brand core.

5. The second mistake is that Metersbonwe is a “hard” marketing expert, for example, playing brands, advertisements, channels, stores, etc. However, Miller is a product of “soft” marketing. Behind Miller is Fans, the Internet, and the unofficial spread of this new element. Metersbonwe used "hard" marketing techniques to push a "hidden pop" star. In terms of blogs, the Internet, and the spread of word of mouth, Metersbonwe basically has no action. After you see Miller's departure, most of the reports are "Miller's endorsement of an unknown domestic brand." In fact, in many reports, Metersbonwe was deliberately ignored. This is the price of "dislocation" and the price of innovation.