The darkest moment
The darkest moment is the most precious brand asset for every brand.
During the darkest times, three values are brought to the brand:
- Emotional Premium
- Organizational Training
- Cost Optimization
Many well-known brands have experienced their darkest moments.
Elon Musk’s rockets exploded, bringing Tesla to the brink of bankruptcy; Xiaomi faced a sales slump in 2016; Steve Jobs was ousted from Apple by his own team. Ordinary people may not applaud your strength, but they will definitely shed tears for your tragic downfall. Compared to smooth sailing, people anticipate stories of a comeback from adversity and the return of the king.
The darkest moment is the most precious brand asset, bringing at least three values to the brand.
Emotional Premium: Research shows that more than 60% of Internet users graduating from junior high school in 2021 are highly emotional and complain about the unfairness of fate. As fellow underdogs, they are more likely to empathize and become your die-hard fans.
Organizational Training: When external conflicts are intense, internal conflicts will undoubtedly be magnified. At the lowest point, human weaknesses will be fully exposed. These weaknesses must be identified and cleared from the organization in time.
Cost Optimization: During rapid brand development, costs increase significantly. However, during the darkest times, areas of excessive spending are exposed, and non-productive departments’ expenses can be cut.
Therefore, every brand should find its darkest moment. If it doesn’t exist, one can create it.
No enterprise wishes to encounter its darkest moment, but every business faces operational risks. Major real estate companies have been facing extremely difficult times in recent years. Industries like aviation, tourism, and film have all experienced their darkest moments due to the pandemic. However, those who can persevere through the darkest times will experience a rebirth.
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