随着意义空间的消失，符号成了对消费者视听的强打扰。它所承载的不再是品牌渴望被识别的意 愿，而是对无主见消费者的驯服。它没有想要对话的意思，也不寻求价值共鸣，甚至不允许侧向比较。 当维持言说的形式、制造巨大的鸣响成了企业营销的优先级，他们想要传递的和大众实际接收到的早已 大相径庭。 在大众文化领域，多数作品都要经受思想和逻辑的审问，然而广告经常看上去是个例外。对于广 告，我们允许它无意义，说些自相矛盾的话，想方设法勾起人们购买产品的欲望、一种心情或是想象。 然而，近几年，因广告措辞不当、审美不佳等引发争议，进而导致品牌形象受损的营销案例不在少数。 就在近期，一些主打符号营销的公司走进大众视野。这些擅长为公司打造土味儿标识和洗脑广告词的公 司受到质疑，不少消费者疑惑，这种依赖刺激而非思考的营销方法是如何在竞争激烈的市场中生存的。 符号因重复而喧嚣，而喧嚣又让符号流于浅表，最终成为被大众文化所不容的对象。 "重复就是力量，简单就是王道，流量不分美丑"，在这种想法支配下的符号营销，营销才是主要目 的，符号只是那些看上去和品牌形象息息相关的东西，例如logo、广告语等。什么东西越抓耳、抓眼， 就能越快被受众了解。在这个 ...

Financial Data and Key Metrics Changes - Total revenue for the first quarter grew 8.7% to $2.72 billion, with an organic growth rate of 7.8% [4][6] - Gross margin as a percentage of revenue was 50.3%, a 20 basis point increase over the prior year [4] - Operating income increased to $617.9 million, a 10.1% rise compared to the previous year [4][11] - Diluted EPS rose to $1.20, reflecting a 9.1% increase year-over-year [4][11] - Cash flow from operating activities was $414.5 million [11] Business Line Data and Key Metrics Changes - Organic growth by business: - Uniform rental facility services: 7.3% - First aid and safety services: 14.1% - Fire protection services: 10.3% - Uniform direct sale declined by 9.2% [8][9] - Gross margin percentages by business: - Uniform rental facility services: 49.7% - First aid and safety services: 56.8% - Fire protection services: 48.9% - Uniform direct sale: 41.7% [9] Market Data and Key Metrics Changes - The company is experiencing steady customer retention rates and slight improvement in the customer base during the quarter [26][50] - The overall selling environment remains competitive, with no significant changes in sales cycles noted [26][71] Company Strategy and Development Direction - The company is raising its fiscal 2026 financial guidance, expecting revenue between $11.06 billion and $11.18 billion, and diluted EPS between $4.74 and $4.86 [6][12] - Continued investments in technology and operational efficiency are emphasized as key drivers for future growth [5][99] - The company remains focused on converting "no-programmers" into customers, which is seen as a significant growth opportunity [19][72] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in the company's ability to grow even in uncertain macroeconomic environments, highlighting the value proposition offered to customers [15][26] - The company is optimistic about the future of its first aid and safety services, projecting low double-digit growth [86][87] - Management noted that while they would prefer a favorable employment environment, they are prepared to grow regardless of job market conditions [34][50] Other Important Information - The company has maintained a 15.4% increase in quarterly cash dividends, marking the 42nd consecutive year of dividend increases [12] - The company is actively engaged in share buybacks, repurchasing $347.4 million of its shares [12] Q&A Session Summary Question: Impact of macroeconomic pressures on converting no-programmers - Management indicated that they can help customers under budget pressures, allowing them to focus on their core business [19][20] Question: Update on fire protection services and SAP implementation - Management acknowledged additional costs due to SAP implementation but remains bullish on the fire protection business [21][22] Question: Overall selling environment and client budget trends - Management reported no significant changes in customer behavior or sales cycles, with retention rates remaining strong [26][27] Question: Impact of decelerating non-farm payrolls on rental business - Management noted that they can grow despite employment levels and are focused on converting no-programmers [33][34] Question: Changes in competitive environment - Management stated that the market remains competitive, but they focus on the large untapped market of no-programmers [72][73] Question: Tariff-driven expense growth - Management highlighted their competitive advantage in global supply chain management and process improvements to mitigate tariff impacts [57][58] Question: First aid segment gross margins - Management explained that gross margins were flat sequentially and attributed fluctuations to timing and investment strategies [65][66] Question: M&A pipeline and appetite for expansion - Management confirmed that M&A remains important, with ongoing evaluations for both tuck-in and larger deals [80][82] Question: First aid and safety services growth outlook - Management expects low double-digit growth for the first aid business moving forward, supported by ongoing investments [86][87] Question: myCintas portal progress - Management indicated that the myCintas portal is a competitive advantage, enhancing customer and employee partner experiences [105][106]