"当服务的客户拿刀捅自己时，华与华在旁边起哄助威""收着6000万元的咨询费，华与华就教西贝用这套话术糊弄人"，罗永浩在直播间怒怼华与华。近日 这场"预制菜"风波，不仅点燃了一家知名企业的公关危机，更揭开了营销咨询行业的价值谜题。 华与华由华杉、华楠兄弟于2002年创立，凭借其所谓的"超级符号"方法论，在营销界走出了一条独特的路。而铺满各大机场的"不投标、不比稿"广告大头 照，更是将全国各地不少土豪老板忽悠得一愣一愣的。 飞瞰财金注意到，华与华喜欢拿一些成功的案例给自己脸上贴金，包括蜜雪冰城的"你爱我，我爱你，蜜雪冰城甜蜜蜜"的主题曲和雪王形象，西贝莜面村 的"I♥莜"符号，以及"闭着眼睛点，道道都好吃"的广告语等等。但实际上，蜜雪冰城的成功也不主要因为广告语，而华与华失败的案例更多。 （图片来自微博"四月好甜"） （图片来自飞瞰财金视频号） 主打"超级符号" 二十年来玩得都是同一招？ 华与华方法与现代品牌建设理念存在明显冲突。现代品牌理论更强调"品牌价值观"、"情感连接"、"用户互动"和"长期主义"，而华与华的理念则极端强 调"传播效率"和"购买理由"，显得非常功利和直接。 为何那么多"西贝"选择华与华？ ...

老罗火烧华与华 对于喜欢造概念的广告业来说，今年真的可以改元"永浩"了。 我就说这三年，没有一个营销事件能掀起全行业、全社会的现象级讨论，甚至能起到会对公共政策方面起到实质性的推动作用。 9月14日晚，罗永浩在直播间再次直接"开火"，这一次，他将矛头对准了西贝背后的品牌操盘手——华与华。 罗永浩称，"如果你们要做市场营销、品牌战略、品牌定位这些事，想找华与华兄弟的话，通过这次事件，好好考虑一下，慎重考虑一下。他的支招水平 就是这样。" 有媒体报道，华与华为西贝服务了整整十年，收费累计约6000万人民币。西贝内部人士证实了这个事情。 我认为，不是他引以为傲的方法论，而是"华杉"这个人。 我曾经在2021年新消费火热的时候，随一行人，去上海的华与华拜访过华杉。当时他透露，华与华160个人，年营业收入近3个亿，平均每个员工贡献近 190万。 对同行的广告公司对比，这个人效算是很高了。 △华杉在华与华没有固定工位，常备血压仪。刀客Doc拍摄。 9月15日，罗永浩在微博回应称："华与华的老板已经跟我道了歉，这件事可以过去了，毕竟它只是一个跑题的插曲。" 虽然当事人已选择"翻篇"，但舆论并没有打算就此放过华与华。 在社交 ...

Core Viewpoint - The advertising industry is experiencing significant discussions and controversies, particularly surrounding the consulting firm Hua Yu Hua and its long-term relationship with the restaurant brand Xi Bei, highlighted by recent comments from entrepreneur Luo Yonghao [1][2][3]. Group 1: Hua Yu Hua's Business Model and Value - Hua Yu Hua has charged approximately 60 million RMB over ten years for consulting services to Xi Bei, raising questions about the value of such fees in the current marketing environment [4][6]. - The firm employs around 160 people and generates nearly 300 million RMB in annual revenue, indicating a high average contribution per employee of about 1.9 million RMB [9]. - The core value of Hua Yu Hua is perceived to be less about its methodologies and more about the reputation of its founder, Hua Shan, who serves as a social symbol of trust in the industry [8][47]. Group 2: Industry Dynamics and Perception - The marketing consulting industry is characterized by a reliance on external validation and trust, particularly in sectors like dining where visual branding is crucial [31][42]. - The firm has been involved in significant discussions regarding its effectiveness and the perceived lack of innovative methodologies, with some critics labeling it as a "scam" [50][51]. - Despite criticisms, Hua Yu Hua has contributed to raising industry standards by establishing a high pricing model, which has influenced the overall pricing landscape in marketing services [58][62]. Group 3: Recent Controversies and Reactions - Luo Yonghao's public criticism of Hua Yu Hua has sparked widespread debate on social media about the value of their consulting fees and their relevance in today's marketing landscape [5][6]. - Following the backlash, Hua Yu Hua's leadership issued an apology to Luo, indicating a strategic move to mitigate negative public sentiment [66][68]. - The incident reflects the challenges faced by consulting firms in maintaining their reputation amidst public scrutiny and the evolving expectations of clients [70].