Thay v\u00ec ch\u1ecdn c\u00e1c gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u sau \u0111\u00f3 t\u1ea1o ra h\u00ecnh \u1ea3nh \u0111\u1ec3 truy\u1ec1n th\u00f4ng, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng ch\u1ecdn m\u1ed9t h\u00ecnh \u1ea3nh nh\u1eadn di\u1ec7n m\u1ed9t c\u00e1ch ng\u1eabu nhi\u00ean, kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c ho\u1eb7c ch\u1ec9 \u0111\u01a1n gi\u1ea3n v\u00ec h\u1ecd ngh\u0129 ch\u00fang \u0111\u1eb9p. \u1ede \u0111\u00e2y, ch\u00fang ta b\u00e0n v\u1ec1 c\u00e1ch m\u00e0 c\u00e1c gi\u00e1 tr\u1ecb \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng sau khi t\u1ea1o ra h\u00ecnh \u1ea3nh nh\u1eadn di\u1ec7n. C\u00e1ch n\u00e0y c\u00f2n mang l\u1ea1i l\u1ee3i \u00edch t\u1eeb s\u1ef1 \u0111a ngh\u0129a c\u1ee7a h\u00ecnh \u1ea3nh nh\u1eadn di\u1ec7n qua c\u00e1c th\u1eddi k\u1ef3 kh\u00e1c nhau. B\u00e0i vi\u1ebft khai th\u00e1c v\u00ed d\u1ee5 t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 Nike, Apple, Dulux (h\u00e3ng s\u01a1n).<\/p>\n
———<\/p>\n
B\u00e0i h\u1ecdc t\u1eeb chi\u1ebfc swoosh c\u1ee7a Nike<\/h2>\n
Nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u l\u1edbn hi\u1ec7n nay \u0111\u00e3 b\u1eaft \u0111\u1ea7u v\u1edbi vi\u1ec7c s\u00e1ng t\u1ea1o ra h\u00ecnh \u1ea3nh nh\u1eadn di\u1ec7n c\u00f3 th\u1ec3 mang \u00fd ngh\u0129a \u0111\u1ed9c \u0111\u00e1o, m\u1ea1nh m\u1ebd \u0111\u1ec3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 ph\u00e1t tri\u1ec3n v\u00e0 tr\u00e1nh c\u00e1c \u0111\u1ed1i th\u1ee7.<\/p>\n
N\u0103m 1971, Carolyn Davidson – sinh vi\u00ean thi\u1ebft k\u1ebf \u0111\u1ed3 h\u1ecda t\u1ea1i tr\u01b0\u1eddng \u0111\u1ea1i h\u1ecdc Portland State University, \u0111\u01b0\u1ee3c m\u1ed9t th\u00e0nh vi\u00ean trong khoa \u0111\u1ec1 ngh\u1ecb thi\u1ebft k\u1ebf m\u1ed9t s\u1ed1 \u1ea5n ph\u1ea9m cho c\u00f4ng ty Blue Ribbon Sports v\u1edbi m\u1ee9c th\u00f9 lao 2$\/h v\u00e0 c\u00f4 vui v\u1ebb ch\u1ea5p nh\u1eadn. Ng\u01b0\u1eddi n\u00e0y mu\u1ed1n m\u1ed9t h\u00ecnh \u1ea3nh cho s\u1ea3n ph\u1ea9m gi\u00e0y ch\u1ea1y b\u1ed9 m\u1edbi v\u00e0 y\u00eau c\u1ea7u thi\u1ebft k\u1ebf “m\u1ed9t th\u1ee9 g\u00ec \u0111\u00f3 g\u1ee3i l\u00ean t\u1ed1c \u0111\u1ed9”. Sau nhi\u1ec1u gi\u1edd l\u00e0m vi\u1ec7c, Carolyn Davidson \u0111\u01b0a ra m\u1ed9t logo kh\u00f4ng m\u1ea5y \u1ea5n t\u01b0\u1ee3ng \u0111\u1ed1i v\u1edbi anh ta v\u00e0 \u0111\u1ed3ng nghi\u1ec7p. H\u1ecd h\u1ecfi “C\u00f4 c\u00f2n g\u00ec \u0111\u1ec3 tr\u00ecnh b\u00e0y n\u1eefa kh\u00f4ng?”, nh\u01b0ng r\u1ed3i h\u1ecd ch\u1ee3t nh\u1eadn ra m\u00ecnh c\u1ea7n g\u1ea5p logo \u0111\u1ec3 tr\u00ecnh b\u00e0y v\u1edbi kh\u00e1ch h\u00e0ng Nh\u1eadt B\u1ea3n v\u00e0 ph\u1ea3i mi\u1ec5n c\u01b0\u1ee1ng ch\u1ea5p nh\u1eadn logo \u0111\u00f3. “T\u00f4i kh\u00f4ng th\u00edch n\u00f3, nh\u01b0ng t\u00f4i s\u1ebd d\u1ea7n d\u1ea7n th\u00edch n\u00f3” – anh ta n\u00f3i, v\u00e0 tr\u1ea3 cho Carolyn’s m\u1ed9t h\u00f3a \u0111\u01a1n 35$.<\/p>\n
N\u1ebfu b\u1ea1n c\u00f2n ch\u01b0a nh\u1eadn ra, th\u00ec \u0111\u00e2y l\u00e0 c\u00e2u chuy\u1ec7n v\u1ec1 vi\u1ec7c Phil Knight c\u1ea7n logo cho m\u1ed9t m\u1eabu gi\u00e0y th\u1ec3 thao m\u1edbi mang t\u00ean “Nike” \u0111\u1eb7t theo t\u00ean c\u1ee7a N\u1eef ho\u00e0ng chi\u1ebfn th\u1eafng Hy L\u1ea1p, v\u00e0 logo \u0111\u00f3 l\u00e0 logo \u0111\u1ea7u ti\u00ean c\u1ee7a Nike v\u00e0 n\u00f3 nhanh ch\u00f3ng n\u1ed5i ti\u1ebfng – \u0111\u00f3 l\u00e0 bi\u1ec3u t\u01b0\u1ee3ng Swoosh (bi\u1ec3u t\u01b0\u1ee3ng d\u1ea5u ngo\u1eafc ph\u1ea9y) nh\u01b0 ch\u00fang ta v\u1eabn th\u1ea5y hi\u1ec7n nay. (10 n\u0103m sau khi c\u00f4ng ty ph\u00e1t tri\u1ec3n, Knight t\u1eb7ng Davidson m\u1ed9t chi\u1ebfc nh\u1eabn h\u00ecnh Swoosh v\u00e0 m\u1ed9t s\u1ed1 c\u1ed5 phi\u1ebfu tr\u1ecb gi\u00e1 $150 – t\u01b0\u01a1ng \u0111\u01b0\u01a1ng $650,000 gi\u00e1 hi\u1ec7n nay).<\/p>\n
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H\u00ecnh \u1ea3nh tr\u1ef1c quan hay quy tr\u00ecnh \u2014 \u0111\u00e2u l\u00e0 kh\u1edfi \u0111i\u1ec3m?<\/h2>\n
figure class=”image regular”> L\u1ecbch s\u1eed c\u1ee7a Nike s\u1ebd \u0111i theo h\u01b0\u1edbng n\u00e0o n\u1ebfu h\u1ecd kh\u00f4ng b\u1eaft g\u1eb7p c\u01a1 h\u1ed9i \u0111\u00f3? Ch\u00fang ta c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n ch\u1eafc ch\u1eafn Knight s\u1ebd x\u00e2y d\u1ef1ng m\u1ed9t doanh nghi\u1ec7p th\u00e0nh c\u00f4ng b\u1edfi n\u0103ng l\u01b0\u1ee3ng v\u00e0 s\u1ef1 tinh t\u1ebf c\u1ee7a m\u00ecnh. Nh\u01b0ng doanh nghi\u1ec7p \u0111\u00f3 s\u1ebd ho\u00e0n to\u00e0n kh\u00e1c v\u1edbi Nike b\u00e2y gi\u1edd v\u00e0 r\u1ea5t c\u00f3 th\u1ec3 n\u1eb1m trong m\u1ed9t l\u0129nh v\u1ef1c kh\u00e1c v\u1ec1 th\u1eddi trang v\u00e0 phong c\u00e1ch v\u00e0 s\u1ebd kh\u00f4ng bao gi\u1edd th\u00e0nh c\u00f4ng nh\u01b0 hi\u1ec7n t\u1ea1i. Ngo\u00e0i bi\u1ec3u t\u01b0\u1ee3ng Swoosh, c\u00f3 nhi\u1ec1u nh\u00e2n t\u1ed1 l\u00e0m n\u00ean th\u00e0nh c\u00f4ng c\u1ee7a Nike sau n\u00e0y – “Just do it”, thi\u1ebft k\u1ebf mang t\u00ednh ch\u1ea5t phi\u00eau l\u01b0u, g\u01b0\u01a1ng m\u1eb7t \u0111\u1ea1i di\u1ec7n n\u1ed5i ti\u1ebfng, qu\u1ea3ng c\u00e1o t\u00e1o b\u1ea1o. Nh\u01b0ng ph\u1ea3i nh\u1ea5n m\u1ea1nh r\u1eb1ng n\u1ebfu kh\u00f4ng c\u00f3 nh\u1eefng y\u1ebfu t\u1ed1 ban \u0111\u1ea7u th\u00ec c\u00e1c y\u1ebfu t\u1ed1 tr\u00ean kh\u00f4ng x\u1ea3y ra.<\/p>\n H\u1ea7u h\u1ebft l\u00fd thuy\u1ebft cho r\u1eb1ng quy tr\u00ecnh \u0111\u00fang v\u1ec1 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 x\u00e1c \u0111\u1ecbnh “brand essence” – c\u00f3 th\u1ec3 n\u1eb1m \u1edf trung t\u00e2m c\u1ee7a “brand key” ho\u1eb7c “brand onion” – v\u00e0 sau \u0111\u00f3 nh\u1eefng c\u00f4ng vi\u1ec7c s\u00e1ng t\u1ea1o s\u1ebd truy\u1ec1n t\u1ea3i \u0111i\u1ec1u n\u00e0y th\u00f4ng qua nh\u1eefng h\u00ecnh \u1ea3nh v\u00e0 h\u00e0nh vi. Nh\u01b0ng l\u1ecbch s\u1eed ch\u1ee9ng minh r\u1eb1ng qu\u00e1 tr\u00ecnh tr\u00ean di\u1ec5n ra theo c\u00e1ch kh\u00e1c – nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u b\u1eaft \u0111\u1ea7u v\u1edbi h\u00ecnh \u1ea3nh nh\u1eadn di\u1ec7n, v\u00e0 (c\u00e1c) \u00fd ngh\u0129a c\u1ee7a ch\u00fang \u0111\u01b0\u1ee3c s\u00e1ng t\u1ea1o b\u1edfi ch\u1ee7 th\u01b0\u01a1ng hi\u1ec7u. T\u00f4i ngh\u0129 r\u1eb1ng \u0111i\u1ec1u n\u00e0y di\u1ec5n ra ph\u1ed5 bi\u1ebfn v\u00e0 c\u00f3 th\u1ec3 h\u1eefu \u00edch h\u01a1n cho ch\u00fang ta thay v\u00ec ti\u1ebfp x\u00fac v\u1edbi s\u1ef1 “tinh t\u00fay” c\u1ee7a “brand essence” tr\u01b0\u1edbc.<\/p>\n V\u00ec Nike l\u00e0 m\u1ed9t trong nh\u1eefng c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng vang d\u1ed9i, t\u00f4i th\u1ea5y nhi\u1ec1u ng\u01b0\u1eddi c\u1ed1 g\u1eafng l\u1ea5y \u0111\u00f3 l\u00e0m b\u00e0i h\u1ecdc v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 “gi\u00e1 tr\u1ecb v\u1eefng ch\u1eafc”, “n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc”. Ng\u01b0\u1eddi ta c\u0169ng n\u00f3i r\u1eb1ng nh\u1eafc \u0111\u1ebfn Nike l\u00e0 nh\u1eafc \u0111\u1ebfn “s\u1ef1 chi\u1ebfn th\u1eafng” ho\u1eb7c “s\u1ef1 b\u1ec1n b\u1ec9”, ho\u1eb7c m\u1ed9t s\u1ed1 ng\u01b0\u1eddi d\u00f9 \u00edt hay nhi\u1ec1u s\u1ebd cho r\u1eb1ng Nike \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng tr\u00ean l\u1eddi n\u00f3i. T\u00f4i c\u00f2n nghe t\u1eeb nh\u1eefng ng\u01b0\u1eddi l\u00e0m vi\u1ec7c v\u1edbi (cho) Nike r\u1eb1ng c\u00f4ng ty n\u00e0y kh\u00f4ng c\u00f3 v\u0103n b\u1ea3n n\u00e0o v\u1ec1 “gi\u00e1 tr\u1ecb” hay “n\u1ec1n t\u1ea3ng”. D\u00f9 \u0111\u00fang hay sai, t\u00f4i v\u1eabn tin r\u1eb1ng th\u00e0nh c\u00f4ng c\u1ee7a Nike n\u1ed5i l\u00ean kh\u00f4ng ph\u1ea3i t\u1eeb t\u01b0 duy tr\u1eebu t\u01b0\u1ee3ng, m\u00e0 t\u1eeb s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa ni\u1ec1m \u0111am m\u00ea v\u00e0 n\u0103ng l\u01b0\u1ee3ng gi\u1eefa con ng\u01b0\u1eddi v\u1edbi s\u1ee9c m\u1ea1nh t\u01b0\u1edfng t\u01b0\u1ee3ng c\u1ee7a nh\u1eefng g\u00ec n\u00f3 th\u1ec3 hi\u1ec7n m\u1ed9t c\u00e1ch tr\u1ef1c quan- c\u00e1c thi\u1ebft k\u1ebf, qu\u1ea3ng c\u00e1o v\u00e0 nh\u1ea5t l\u00e0 h\u00ecnh \u1ea3nh \u0111\u1ea7u ti\u00ean.<\/p>\n Nh\u01b0 m\u1ed9t s\u1ed1 h\u00ecnh \u1ea3nh m\u1ea1nh m\u1ebd \u0111\u00e3 gi\u00fap x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, c\u00f3 m\u1ed9t y\u1ebfu t\u1ed1 nh\u1ea5t \u0111\u1ecbnh cho s\u1ef1 xu\u1ea5t hi\u1ec7n ng\u1eabu nhi\u00ean c\u1ee7a bi\u1ec3u t\u01b0\u1ee3ng Swoosh. H\u00ecnh \u1ea3nh ch\u00fa ch\u00f3 Dulux v\u00e0 Andrex (bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a h\u00e3ng s\u01a1n v\u00e0 gi\u1ea5y d\u00f9ng trong toilet \u0111\u1ebfn t\u1eeb Anh) \u0111\u01b0\u1ee3c th\u00eam v\u00e0o \u1edf nh\u1eefng ph\u00fat cu\u1ed1i c\u00f9ng c\u1ee7a TVC \u2013 ch\u00fa ch\u00f3 Old English Sheepdog l\u00e0 m\u1ed9t \u0111i\u1ec3m nh\u1ea5n kh\u00f4ng th\u1ec3 qu\u00ean trong qu\u1ea3ng c\u00e1o c\u1ee7a Dulux, v\u00e0 ch\u00fa ch\u00f3 c\u1ee7a Andrex l\u00e0 m\u1ed9t s\u1ef1 thay th\u1ebf \u0111\u1ea7y c\u1ea3m h\u1ee9ng cho \u00fd t\u01b0\u1edfng ban \u0111\u1ea7u l\u00e0 m\u1ed9t c\u1eadu b\u00e9 b\u1ea5t ng\u1edd kh\u00f4ng k\u00e9o \u0111\u01b0\u1ee3c gi\u1ea5y trong nh\u00e0 v\u1ec7 sinh ra v\u01b0\u1eddn t\u1eeb h\u1ed9p \u0111\u1ef1ng gi\u1ea5y. V\u00e0 t\u00f4i \u0111\u00e3 \u0111\u1ecdc \u1edf \u0111\u00e2u \u0111\u00f3 r\u1eb1ng (m\u1eb7c d\u00f9 b\u00e2y gi\u1edd t\u00f4i kh\u00f4ng t\u00ecm th\u1ea5y t\u00e0i li\u1ec7u \u1ea5y n\u1eefa) logo c\u00f3 h\u00ecnh m\u1ed9t v\u1ecb anh h\u00f9ng th\u00e0nh Rome \u0111\u1ebfn t\u1eeb s\u1ef1 t\u00ecm ki\u1ebfm ng\u1eabu nhi\u00ean trong m\u1ed9t h\u1ed9p c\u00e1c kh\u1ed1i c\u1ee7a m\u00e1y in. C\u0169ng nh\u01b0 khi Steve Jobs l\u00e1i xe qua v\u01b0\u1eddn t\u00e1o, v\u00e0\u2026. (ch\u00fang ta s\u1ebd b\u00e0n sau…)<\/p>\n![\"|\"](\"https:\/\/d2ijz6o5xay1xq.cloudfront.net\/account_2973\/NIKE-post_957e1c26a190fa692400c424c9459fb7_800.jpg)
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