好比此前西贝与罗永浩的"大战" 风波，本该在始祖鸟烟花秀 "炸翻" 舆论时被淡忘。 可万万没想到，西贝的 "公关" 还在持续输出，还是熟悉的配方、熟悉的味道，又双叒把品牌推回了风口 浪尖。 故事要接上回说—— 此前西贝承诺整改，创始人贾国龙致歉，罗永浩也放下 "斗气" 宣告事件落幕。 可时隔一周，西贝又搞出了惊人操作。 在营销圈，流行过这样一个说法："如果错过了最佳公关时机，只能等待了"。 等新热点覆盖旧热点，等大众的注意力被转移、悄悄遗忘。毕竟互联网的记忆来得快，去得也快。 旗下公众号《西贝品味早读》更新了一篇名为《7 岁的毛毛：我以为我再也吃不到西贝了》的推文，直接 引发全网吐槽。 图源：西贝品味早读 文章以 7 岁儿童 "毛毛" 的视角展开： 毛毛从 2 岁起就吃西贝，最近因为品牌负面新闻，妈妈不让他再去，可毛毛哭着闹着，哪怕 妈妈用玩具 "诱惑"，也要遵守和西贝的 "约定"，最后妈妈被说通了。 全文核心是强调 "毛毛与西贝的约定" 和家长对品牌的信任，想凸显西贝在儿童餐赛道的特殊 地位。 按说品牌遇危机，"忠实用户力挺" 是张好牌，可西贝这篇文 "要素过多"，实在让人没法夸。 椰树椰汁用"我从小喝到大 ...

作者 | 王言 始祖鸟"炸山"一事，让本在舆论漩涡中心的西贝松了口气。但即便如此，仍有人趁着这段"危机转移"的 时间，不忘揶揄一波西贝。 比如就有人戏谑式"建议"，"西贝和始祖鸟应该做一个联合公关，让始祖鸟炸掉西贝的厨房"。这足以证 明罗永浩一条微博给西贝带来的影响之深。 其实，虽然西贝此前偶尔会被扣上"贵"或是"难吃"的帽子，但这也最多只能算得上是"仁者见仁智者见 智"的说法。而罗永浩引发的预制菜风波，以及后续西贝在道歉、致顾客的信上的几次堪称"送人头"式 的致命失误，正在削弱这个品牌的根基。 长期以来，西贝的商业模式在某种程度上并不仅仅以食材和味道为卖点。对它们来说，食物本身只是一 个载体，真正让消费者愿意为西贝付费的，是其品牌长期带来的"安心"与"健康"的感知。 这意味着，西贝的核心吸引力并非单一菜品，而是品牌自身成为了消费者的优先选择项，一种情绪价 值。这其实也是其客单价能够被撑起，儿童餐受到欢迎的主要原因之一。 另外，即便现在公众的"吃瓜"热情和注意力已经开始向其他品牌转移，但西贝似乎仍然没有因为此事吸 取教训，甚至还有很多"谜之操作"。 如果西贝和创始人贾国龙对待品牌和公关的思维逻辑没有发生根本性 ...

Core Viewpoint - The response from Xibei to accusations of being a "pre-made dish" by Luo Yonghao indicates a strategic misstep, as engaging in a public dispute can amplify negative associations rather than mitigate them [1][5][25]. Group 1: Public Relations Strategy - Conventional wisdom suggests that brands should respond to accusations to clear their name, but this approach can often exacerbate the situation [3][16][18]. - The case of McDonald's facing similar accusations illustrates that negative associations can be more damaging than the accusations themselves, as consumers may not need logical explanations to form negative perceptions [12][22][24]. - Xibei's public response to Luo Yonghao's claims inadvertently brought more attention to the negative association, reinforcing the connection between Xibei and "pre-made dishes" in consumers' minds [26][28][40]. Group 2: Alternative Approaches - Instead of engaging in a back-and-forth dispute, brands should focus on building positive associations and narratives around their products [29][32][40]. - McDonald's successfully countered negative perceptions by showcasing its commitment to health and quality through positive imagery and messaging, which could serve as a model for Xibei [33][34][46]. - Xibei should avoid mentioning "pre-made dishes" or "Luo Yonghao" in its communications to prevent further entrenching negative associations [37][39]. Group 3: Brand Building and Emotional Value - Effective brand management involves creating emotional connections with consumers, which can be achieved by consistently presenting positive narratives and imagery [47][76]. - By focusing on the quality and sourcing of ingredients, Xibei can shift consumer perceptions and reinforce positive associations with its brand [41][46][80]. - The concept of a "brand connection group" can be utilized to evoke positive emotions and associations, enhancing consumer trust and loyalty [50][76].

Core Viewpoint - The incident involving the "fastest nurse" Zhang Shuihua highlights the tension between personal aspirations and workplace responsibilities, leading to significant public backlash and brand repercussions for 361° [3][18][23]. Group 1: Incident Overview - Zhang Shuihua, a marathon champion, faced public scrutiny after her comments about needing time off to participate in races, which many perceived as inconsiderate to her colleagues [3][4][7]. - The backlash was swift, with social media users criticizing her for prioritizing personal interests over team obligations, leading to a viral controversy [6][8][18]. Group 2: Brand Response - Following the public outcry, 361° quickly severed ties with Zhang Shuihua, announcing the termination of their contract during a live stream, which was a strategic move to mitigate potential damage to the brand [9][11][14]. - The brand's decision reflects the current market dynamics where companies must act rapidly to distance themselves from controversies involving their endorsers [14][16]. Group 3: Workplace Dynamics - The controversy underscores a broader issue within the healthcare sector, where nurses often face overwhelming workloads and limited flexibility, making requests for time off contentious [19][20]. - Zhang Shuihua's situation illustrates the delicate balance between individual pursuits and collective responsibilities in high-pressure work environments, particularly in healthcare [18][22]. Group 4: Social Commentary - The incident serves as a reminder of the societal expectations placed on individuals to conform to workplace norms, even when pursuing personal passions [25][28]. - It raises questions about the need for empathy and understanding in organizational cultures, especially in high-stress professions like nursing [27][30].

Group 1 - The incident began on August 15 when a Swatch advertisement featuring an Asian male model making a "slanty eyes" gesture sparked outrage on social media, leading to significant public backlash within 48 hours [1][3] - The advertisement was removed from the Chinese, Japanese, and Korean websites, but remained on European and American sites, which led to accusations of double standards and insensitivity towards Asian consumers [3] - The topic gained massive traction on Weibo, with over 320 million views and more than 60% of the sentiment being negative within a short period [3] Group 2 - Swatch issued a brief apology of only 87 words, which failed to acknowledge the discriminatory nature of the advertisement and did not outline any corrective actions [13][15] - The apology was criticized for lacking sincerity and for not addressing the core issue of racial insensitivity, instead framing it as a misunderstanding or aesthetic controversy [19] - Unlike other brands that have faced similar controversies, Swatch did not commit to any remedial actions such as third-party reviews or employee training, indicating a lack of accountability [19]

Core Insights - The collaboration between brands and celebrities has become a prevalent marketing strategy aimed at enhancing brand visibility and market share, but it poses significant risks when crises arise [1][2] Group 1: Event Overview - LEGO announced a partnership with Mayday's lead singer, Ashin, on May 18, which initially generated excitement among fans and aimed to leverage Ashin's influence to boost LEGO's brand image [1] - The partnership faced a severe public relations crisis due to insufficient background checks on a KOL who had previously made negative comments about Ashin, leading to backlash from fans [2] Group 2: Industry Challenges - Many brands struggle to conduct thorough background checks on every KOL due to limited resources and a focus on short-term results, often relying on third-party agencies for KOL selection [3] - The lack of diligence in KOL selection can lead to significant reputational damage when negative associations arise, as seen in the LEGO case [3] Group 3: Crisis Management - LEGO's initial response to terminate the partnership was timely, but their subsequent communication lacked depth and sincerity, failing to address fan concerns adequately [4] - The incident highlighted the need for brands to prepare comprehensive crisis management strategies, especially when collaborating with celebrities [6] Group 4: Recommendations for Brands - Brands should allocate sufficient time and resources for KOL vetting, ensuring that selected influencers align with the brand's values and messaging [5] - It is crucial for brand representatives to personally review content from KOLs with significant followings to identify potential risks [5] - Developing emergency response plans is essential for managing unforeseen negative events, particularly in celebrity partnerships [6] Group 5: Lessons Learned - The LEGO and Ashin collaboration serves as a valuable case study for the branding and public relations industry, emphasizing the importance of meticulous planning and risk management in influencer partnerships [7]