6 Kutengesa Kunofambisa Izvo Zvakagumburwa uye Zvatsva
Kutengeswa hachisi chokwadi chesainzi. Iwe unogona kuva nemashoko ose munyika iwe unogona, uye kushandisa dzimwe dzepfungwa dzakanyatsojeka mubhizimusi, asi iwe haugoni kufanotaura kuti mushandirapamwe unozoita sei. Kazhinji nguva, masangano anoisa basa pamberi pezvikwata zvekutarisa, uye achagadzirisa mishandirapamwe maererano. Kunyange zvakadaro, basa racho rinowanzoita zvakanaka, asi rinowanzozvirova kunze kwepaki. Uye dzimwe nguva, zvakanaka, inova kukundikana kukuru kunoputika uye kunopisa mufashoni yakaisvonaka.
Kwema makumi emakore, mamwe mishandirapamwe akamira musoro uye mapepa pamusoro pezvimwe zvose zvinotyisa kune chimwe chikonzero kana chimwe. Mune zvimwe zviitiko zvinoshamisa, machechi akaipa akabatsira chaizvo kutengesa; asi kwakanga kusina kuenderera mberi nemashoko asina kunaka uye anonyadzisa mhinduro idzi dzakaipa dzakaburitswa pamagetsi. Heano pane zvitanhatu zvekutengesa kukuru uye kutengesa kwekutengesa nguva yose.
1. DiGiorno's Pizza - #WhyIStayed
Dzimwe nguva tweet yakakurumidza pamusoro pemafuta ane hashtag kana nyaya inogona kuva yegoridhe. Tora, somuenzaniso, akakurumbira Oreo tweet "Iwe Unogona Kudonhedzera Murima," iyo yakabudiswa mugore ra2013 Super Bowl blackout. Zvainge zvisingabatsiri kuita chimwe chinhu, asi zvakagadziriswa zvakanyanya kuzivikanwa kupfuura mamiriyoni emamiriyoni emadhora aikwanisa (kana, haana, zvichienderana nenguva) gore iroro. Zvisinei, huwandu hwemagariro evanhu huri pano imwe miniti uye hunoenda mberi, uye iyo dzimwe nguva inogona kupa dambudziko. Izvozvi, kuzviita kune chimwe chinhu nokukurumidza zvakakwana kukwira chikepe, asi zvakanyatsonaka kuti uwane inzwi uye zvinoreva.
Zvinosuruvarisa, pizza yaDiGiorno yakasangana pamusoro pekufambisa #WhyIStayed hashtag pasina kuinzwisisa zvachose. #WhyIStayed yaiva, uye ichiripo, mushandirapamwe wokurudzira kuziva nezvekushungurudzwa kwemisha. Vakatambudzwa vakashandisa mabhii maviri akasiyana-#WhyIstayed, uye # WhyILeft -kusimbisa zvikonzero zvakawanda zvavakabatwa mumamiriro ezvinhu anotyisa kwemakore.
Kune vamwe, ndechokuti vaifunga kuti havana maturo, kana kuti vanotya kuurawa. Vamwe, kudzivirira vana. DiGiorno's, zvisinei, haazvifungiri zvachose uye akanyora "iwe waive ne pizza." Matsi-matsi haana kusvika pedyo nekutsanangura, uye kupiwa mhosva kwakakurumidza uye kwakashata. Kuita kuti zvinhu zviwedzere kuipa, mutungamiri wevanhu vemunharaunda akatonga akatanga pachake achipindura tweet rose kuti akumbire ruregerero, achishandisa dare reDiGiorno's pizza account. Icho chaiva chinhu chinonyangadza chaigona kuve chichidzivirirwa nyore kana masero makumi matanhatu ekutsvakurudza akanga aitwa.
2. Bud Light - #UpForWhatever
Imwe hashtag, imwe njodzi inoshambadzira. Panguva ino chiedza chaiva mubvunzo hachina kukwira pane inofagiti inofambisa, asi panzvimbo payo yakasika yayo. Mukufungidzira, iri pfungwa inonakidza; mushure mezvose, mushure mezvidimbu zvedoro vanhu vashomanana vangabvuma kuti "vanosimudzira chero chipi zvacho." Uye iyo purogiramu pachayo yakaita zvakanaka pamusoro pechirevo ichocho, neChipamende cheSupp Bowl chakapa mumwe weBud Light mudiri usiku hwehupenyu hwake. Kufamba-famba neReggie Watts, unyanzvi hwemagetsi naMinka Kelly, kuenda kutambo naDon Cheadle, uye kutamba ping-pong naArold Schwarzenegger. Zvikuru!
Zvisinei, zvinhu zvakatora kuchinja kwakashata apo purogiramu yekuparidzira yakadururirwa kune dzimwe nzira.
Muchiitiko ichi, chirairo pahombodo. Mutsara unoti "doro rakakwana kubva pakubvisa 'kwete' kubva mumashoko ako eusiku" inogona kunge yakanakira kune avo vanoona mushandirapamwe mumamiriro ezvinhu. Asi semutsara wega-oga pamubhodhoro wewaini, inopinda munharaunda yekubata chibharo nekudhakwa vasikana kupinda mumatambudziko makuru. Budweiser akakumbira ruregerero, uye mabhodhoro anogumbura akabviswa kubva pakuparadzirwa. Kunyange zvakadaro, kukanganisa kwakanga kwaitwa.
3. Coca-Cola - Itsva Coke
Gore ra1955. IClaa hondo dziri muhukuru hwavo, uye vose Pepsi naCoke vakanga vachizviparadzanisa nemishandirapamwe yakazara. IPepsi Challenge yakanga ichiratidza kuvanhu kuti ivo vakanyatsofarira tara yaPepsi kuCoke mune kuonekwa kwemafuro ekutadza, uye izvo zvinonetsa vanhu veCoca-Cola. Muzvokwadi, zvakavhundutsa zvikuru zvokuti vakasarudza kuchinja chigadzirwa chemakore zana-gore, kutanga New Coke kunyika yose muna April muna 1985.
Asi iyo data yakanga isina kururama. Hongu, vanhu pakutanga vaifarira Pepsi flavour ku Coke mune test test. Asi zvakazara, vanhu vakawanda vachisarudza chikafu chechingwa cheCokeke zvishoma zvishoma pavanonwa mvura yose. Chisarudzo cheCoke chekukwira kunaka kunokundikana.
Mamiriyoni emadhora ave achishandiswa pakugadziriswa, kuiswa kwepurasitiki, uye mishandirapamwe. Uye zvakanga zviri pasina. Chaizvoizvo, zvakashatisa mufananidzo wekambani, naPepsi achiwana bump kubva kuNew Coke njodzi. Mwedzi mishomanana gare gare, munaJuly, Coca-Cola akazivisa kuti yakange yaita chikanganiso chakakura, uye vekare Coke vakanga vachidzoka. Vamwe vanhu vanofunga kuti kwaiva kuchenjerera kutora vanhu vanoda Coke zvakare, asi nehuwandu hwemari yakasara, uye tsvina pamifananidzo yekambani, izvo hazvisizvo zvakadaro.
4. Starbucks - Mhanya pamwechete
Mukuru wekhofi's CEO Howard Schultz ari chimiro chekutaura kutaura zvishoma. Uye pamusoro pemakore, akabatana nekambani yake mune dzimwe nyaya dzakakakavadzana, kusanganisira kuroora gay uye kuputira pfuti. Saka zvakange zvisingaiti sekumhanya kukuru kuti uende muhutano hwehukama. Izvo zvose zvakanga zvakasarudzwa nehuwandu hwepaji yepaji muNew York Times, nechisingaverengeki chidimbu chitsva chine mitsara inoti "Tichakunda Here?" Uye "RaceTogether," pamwe chete nekambani yekambani ikirango. "Chii chaiva Starbucks kuronga?" Yaiva mupfungwa dzevose vakaona chirevo. Izvo zvakava pachena nguva pfupi pashure pacho, kana iwe wakashanyira chero Starbucks, kuti ketani yaida kutaura nevatengi vayo pamusoro pehukama hwehutano muU.SA.
Pamberi pezviitiko, Schultz aive achishanda nevashandi kwemwedzi pamusoro pehurukuro yacho, uye akavakurudzira kutaura pamusoro pehutano hwemadzinza nevatengi. Kukanganisa kukuru. Paunopinda mu Starbucks, unoda kofi jolt uye zvichida nyoka. Iwe hausi kuda kutarisana ne barista anokubvunza iwe unonzwa sei pamusoro pekuita chiito, kana kuti nhamba isingaverengeki yeAfrica America mujeri. Iyi ihurukuro iyo inotonhora inopisa kutaura zvishoma, uye inogona kukonzera kukanganisa kwakanyanya, uye kunyange zviito zvemuviri. Nenguva isipi, mushure memazuva matanhatu chete, Schultz akaziva kukanganisa kwaakanga aita uye akatora Race Together campaign.
5. Ford - Edsel
Musi wa5 Svondo, 1957, Ford yakabudisa motokari itsva kuvanhu veAmerica. Izvi zvaizova huru. Imotokari yakagadzirirwa kuva ruzivo rwepakutanga kune yepakati pekirasi. Imotokari ine chimiro, nekugadziridzwa. Imotokari yakasimudza kushandiswa uye maitiro. Uye Ford yaiva nechivimbo mukusika kwayo iyo yakanyura kudarika madhora mazana maviri emadhora mumapurojekiti (iyo inenge madhora madhiyabhiriyoni maviri emari nhasi). Mota yacho, yezvokwadi, Edsel ane utsinye. Yakanga iri dutu rakakwana rekunyengera, kutarisira, nekusaziva. Izvo zvose zvakatanga nemapoka ekutsvaga, uye mapurisa asingagumi, ayo akagadzirirwa kuziva izvo izvo vanhu veAmerica vaida.
Asi zvinoshamisa, kutsvakurudza kwaisafuratirwa mukuda kwezvigadzirwa izvo zvakanga zvatova mumatanho ekutanga ekugadzirwa. Zvadaro, kwaiva ne "kufadza vanhu vose nguva yose" mupfungwa, zvichiguma nekusiyana kwakasiyana-siyana kweEdsel kuri kuratidzwa panguva yokutanga. Nhoroondo yaunganidzwa yakanga isingatauri kana yakauya nguva yekutengesa motokari, nesayenzi yakagadzirirwa nzira inotumirwa mukuda kweimwe tsananguro, "yakashandisa motengesi motengesi" maitiro. Uye zvechokwadi, yekutanga mienzaniso yakasimudzira vanhu vose yakanga isina kugadzirira. Vaive nemafuta ekudonha, mabhuni anonamatira uye hoods, uye zvimedu zvakasiyana-siyana izvo Hulk inenge ichinetseka kukurudzira. Kuti awedzere kutukwa nekukuvadza, kambani yakaramba ichiedza kusundira shanduro dzakasiyana dzeEdsel mumakore mashomanana akatevera, asi hapana aida. Imotokari yacho yaifungidzirwa sechinotyisa chemichina, uye pakupera kwezuva Ford yakarasikirwa $ 350 Mamiriyoni ($ 2.9 mabhiriyoni akagadziriswa nokuda kwekuwedzera kwezvinhu) pamushandi wekuparadzwa.
6. Hoover - Free Flights
Hazviwanzoiti kuti mushandirapamwe wokutsvaga unotora zvakanyanya zvokuti unounza kambani kumabvi ayo, asi izvi zvinyorwa zvekare muna 1992 zvakazviita izvo. Hoover, muUK kunyanya, zita rinonyanya kufanana nekuvhara. Zvechokwadi, vanhu vazhinji vanoti vari "kutengesa" imba yekugara, pane kuidzikisa. Izvozvo zvinonzi zita rekuzivikanwa zvakafanana negoridhe. Saka iwe unofunga kuti zvinogona kumira pamushandirapamwe wokutsvaga uyo wakanga uri pfupi muhuwandu hwemari. Zvisinei, izvi zvakaenda mberi kupfuura mamwe magwaro ematunhu. Mhedziso iyi ndeiyo: Hoover yakanga ine guru rekare rekare rekutakura kwezvigadzirwa zvokuti raida kuchinja, uye kuchinja nokukurumidza. Iwe unobvisa sei boka revanenge vatsva vachenesa nokukurumidza? Chimwe chinyararo chinopenya paHoover kunyange nzira yakanakisisa ingadai iri kupa vashandi mari yavanenge vasingakwanisi kuramba-kuwana mabhidhi maviri maviri ekudzorera kuU.SA apo iwe unotenga zvinopfuura $ 100 ($ 135) muHoover zvigadzirwa.
Kana iwe uri kuputira musoro wako uchifunga "icho chinhu chisina maturo, vanogona sei kuwana izvozvi?" Mhinduro ndeyokuti, havakwanise. Kuvandudzwa kwekutengesa kwezvinhu, zvinenge zvakaenzana nekushandisa mari inenge $ 236 kuti uwane madhora 1 500 ehurumende. Kana, Hoover yaive ichipa vatengi vese mari inopfuura $ 1,250 pasina. Vanhu vose vakaungana kuzotora Hoovers, uye kuda kwaive kwakanyanya kuti kambani iite. Vanhu vanopfuura 222 000 vakagadzirira kuwana mafirikiti avo omunharaunda, uye pakuguma kwekusimudzirwa, Hoover yakanga iri kupfuura $ 50 mamiriyoni ($ 68 mamiriyoni) munyika yose. Izvozvo zvaizofananidza nepamadhora madhora 120 mamiriyoni nhasi. Ikambani yakanga isingagoni kubata rudzi rwakadaro rwekurasikirwa, uye chikamu cheBritish cheHoover chakatengeswa kune muItaly chigadzirwa Candy. Chidzidzo chatakadzidza apa ... zvichida runhandira pfungwa yako yekutengesa yapfuura vashoma vevanyori vekambani vasati vaenda kune purojekiti. Hoover haina kumbobvira yadzoka zvakakwana kubva ku debacle.