China Food

Xiao Ma song: the more profound the truth, the simpler it is

“  

the essence of quality and marketing will not change, but only the method and theory.
 ”

There is only one simple reason to lose weight: eat less and move more. In addition, there is nothing new. If you say change, it’s not that you don’t move any more, but that the way of “hyperactivity” has changed – originally running, now using a treadmill.
 
Many of the major principles are like this, and there are only a few of them.
 
So are brand and marketing. In essence, they have not changed. What has changed is only some changes in methodology and other specific conditions.
 
What is the brand of ?
 
When we talk about brands, you will find that the meaning is not always the same.
 
Every sentence has a different meaning.
 
There are also some brands that have only trademarks but no brands, and others like the pancake fruit stall downstairs in your house – they have brands, names and places, but only 1000 people know what they sell.
 
For me, what is a brand?
 
There is only one simple definition: the brand of a product is a brand.
 
Some people may say that the brand of a product is called a trademark, not a brand. If the brand is influential. So why is there such a saying as “poorly done brands”?
 
brand   VS   Character
  • Coca Cola is a world famous brand
  • Our key task this year is to reshape the brand
  • What is the brand logo of hi tea
  • What’s the difference between a good brand and a bad brand
  • This brand is terrible
  • Brand name
  • Brand equity
  • Brand awareness
 
The brand can be portrayed according to one person.
 
For example, would you like to lend money to a particularly reliable friend or a particularly unreliable friend? The character image of this friend is his brand.
 
His daily behavior, his voice, his smile and so on all constitute his image in your mind, that is, his personal image.
 
Brand is the same, it is not a symbol or a name, an image, but a comprehensive composition of many aspects.
 
The brand we usually talk about is exactly called brand equity.
 
Brand equity is the customer’s memory of the brand and the reaction to all its activities.
 
Today, a friend borrows money from you, and you swipe his credit card directly, which shows that his brand is very good and you trust him.
 
If something happens to a brand today, you are willing to forgive it, which means that you recognized the brand in the past. If you buy a brand and go, it has nothing to do with it, it does not have very good brand equity.
 
three aspects of brand
 
Now everyone is talking about brand building, but there is no concept of how to do it. In short, brand building can be divided into three levels.
 
1. Brand identity elements
 
The most basic elements of brand identification include brand name, logo, color, slogan, voice and so on, all of which constitute the brand identification system.
 
What’s the symbol? The symbol should help to identify you.
 
For example, the three bars of Adidas, the three bars of 711 convenience store, yellow McDonald’s, red Coca Cola, green Starbucks, the word “Qi” on Yuanqi forest bottle, Huawei Apple’s mobile phone ringtone and so on.
 
Text is also a symbol. When you name a brand, you are building a brand identification system for the brand. Easy to remember name, high spread. For example, Xiaomi mobile phone is easier to remember than oppo mobile phone.
 
To make a brand identification system, it should be easy for people to find it. This is the first step of making a brand – you should let others see you, find you, and know you.
 
2. Cognition
 
What’s your brand for? What’s its characteristics? What’s the price of the product? What’s the customer group? What’s its significance? All these are the public’s cognition of your brand.
 
For example, Yuanqi forest is characterized by Zero sugar and zero fat; The best friends and the most distinguished guests must drink Maotai.
These are customers’ perceptions of the brand.
 
So what you need to do is to help customers understand your brand.
 
The identification symbols of brand identification system, such as name, slogan, voice, color, etc., can be designed by ourselves. But cognition needs to be spread to customers through advertising, soft text, social media, content, shop decoration, etc.
 
For example, what do high-end brands do? Certainly not from the second and third tier cities, it is necessary to open stores in the most high-end shopping malls in the first tier cities, so as to establish customers’ perception of you and meet the place where they want you to appear. Accordingly, your advertisement should also appear in the place where it should appear, such as the airport.
 
Your communication image, communication content and communication mode determine customers’ cognition of you.
 
3. Attitude
 
Attitude is the customer’s cognition of all behaviors of the brand, that is, all behaviors of the enterprise, including the behaviors of leaders, employees, spokesmen of the brand, and your attitude towards customers.
 
These shape the image of your brand in the hearts of customers, and then determine whether customers like your brand, whether they will be loyal to your brand, whether they will follow your products.
 
4. Summary
 
Media is information. Media itself can reflect a kind of information. Live room selling cheap goods, can form a large sales volume, but can never establish a good brand image.
 
To establish a high-end brand image, it is necessary to go to high-end offline stores. Media is image. The way you choose to communicate also represents an image. Media itself is also a brand.
 
Attitude is all the behaviors you show.
 
If you want to be a brand, but you don’t want to recall it when something goes wrong, and you don’t want to take the responsibility of the brand, then you can never build a good image.
 
what changes have taken place in the environment of building brand equity?
 
The changes in the past two years have been too fast. Let’s take a look at the changes in the asset environment of brand building decades ago and now.
 
1. The era of uniform mass communication is over
 
In the past, Nongfu Shanquan, Wahaha, hongniu, Wanglaoji and other brands have seized the bonus period of CCTV advertising. As long as they are willing to spend money to advertise on CCTV and have certain channel management ability offline, they can sell well.
 
But now the mode of communication is very scattered, there is no longer a media that makes brand owners spend so much money.
 
If you put in social media with a budget of 1 billion, even if you buy all the KOLs in the little red book, you can’t put them in. Moreover, you need to spend manpower and time talking one by one.
 
In the case of extremely scattered communication, you can’t let the people of the whole country know your brand or product through a single media.
 
Why is communication important?
 
The influence of users’ mind depends on communication and a large number of advertisements. If we only locate the product brand, without a lot of advertising, we can’t affect the customer’s mind.
 
In the past five years, CCTV has created only one brand: foot strength health shoes for the elderly. Why can CCTV make such a brand? Because the old people are still watching TV, it can spread on a large scale.
 
Of course, it’s not that TV can’t work, it’s just that TV can’t accomplish large-scale communication as it used to.
 
2. Advertising communication and customer purchase are no longer separated
 
In the past, user purchase and advertising communication were separated, so we like to talk about brand positioning, hoping to change users’ mind through positioning, so that users can remember our brand. If there is no strong positioning, users will soon forget.
 
But now, advertising and user purchases are no longer as separated as before: live, official account and micro-blog can be linked, a bit like shopping.
 
Why are there few advertisements for catering brands?
 
Because the restaurant is naturally a form of business that does not separate advertising communication from user purchase, and the shop’s doorman, shop recruit and customer soliciting brother are its natural advertisements.
 
Not only catering, almost all products can achieve the integration of advertising communication and user purchase.
 
In the past, users saw advertisements and bought things after a day, two days or a month. Now as long as you are doing live broadcast, users may place an order immediately when they see it.
 
Some theories and methods may also fail because of the changes in the background of the times.
 
Don’t be superstitious. We must look at the general theory, not the methodology produced in a certain era or background, because the times are different.
 
3. Scientific advertisement
 
In the past, there was a dispute about advertising methodology in the United States – the scientific advertising school represented by Hopkins and the art advertising school represented by George Lewis. There was a big difference on whether advertising was a science.
 
Now I think advertising is more and more a science.
 
For example, whether the name is good or not, whether the package is carrying goods or not, you can first release 100000 traffic for testing, and judge according to the conversion rate.
 
When you name a company, you can write a code to crawl out the two word words in the Chinese word sea, and then go to the Trademark Office to crawl over the existing brand name, compare what you can use, and choose. At this time, your name will change from a question and answer to a multiple-choice question, which is much easier.
 
And now many e-commerce companies start to use software and data to improve, optimize and make physical products.
 
For example, after the acquisition of belle shoes, highland capital has intelligentized its stores. They put a chip on all the shoes they tried on, recorded the number of times each pair was tried on, and compared it with the actual sales of the pair. If there are many people trying on this pair of shoes, but the actual sales volume is particularly poor, they will specially analyze this pair of shoes and then make improvements.
 
4. The essence of brand building
 
The essence of brand building is still symbol recognition system, discourse content system and communication channel.
 
Four Misunderstandings in brand building
1. Advertising is not as accurate as possible
 
Scientific advertising, help to improve your ROI, that is, the effect of delivery.
 
But it’s not that the more accurate the advertising, the better. Your brand should be known not only to your customers, but also to those who are not your customers.
 
For example, there are few real customers in Maotai, but we have to let everyone know that Maotai is a good wine.
 
The identity of non target customer groups is also an identity. Only when the whole society thinks Bentley is a good car, can you drive with face. If most people don’t know Bentley is a good car, do you have face driving?
 
The general way of luxury goods is: most people know and a few people own.
 
So it has value. If most people have it, it has no value. If most people don’t know it, it’s worthless. If you backpack out, others don’t know it.
 
2. The brand faces the problem of homogeneity
 
The product may be homogenized, but the brand has never been homogenized – your symbol, slogan and image are all different.
 
Why Haidilao is different from other hotpot stores, because its service, environment and so on constitute its products, and you can always find the difference.
 
Even if it’s the same instant noodles, the girls who do sales promotion are beautiful, which is also different.
3. The brand can’t have negative effect, can’t have accident
 
No one or any enterprise can guarantee that nothing will happen.
 
KFC, McDonald’s, Coca Cola, Tesla, iPhone, Mercedes Benz and BMW have all had accidents.
 
Accident is not terrible, terrible is your attitude after the accident – appease your customers after the accident, this is the attitude a brand should have.
 
There is a saying that “a brand is prepared for an accident”. If the brand is small or not good enough and no one is willing to pay attention to you, you will not have an accident.
 
Because the brand is big, it’s worth the trouble. We should treat it with an ordinary mind.
 
4. Infatuated with the brand loyalty of customers
 
Permanent brand loyalty does not exist. If it exists, all famous brands in history will not go out of business.
 
For users, there is no brand loyalty, only product loyalty, your product is good enough.
 
Permanent brand loyalty does not exist, but there are also users with relative brand loyalty.
 
Positive brand loyalty users will voice, and they are willing to give opinions to the brand when they have problems.
 
In case of brand problems, positive brand loyal users will choose to forgive you and continue to consume when you do better. Negative brand loyalty users will choose to quit directly and replace other brands immediately.
 
So don’t be infatuated with customers’ brand loyalty, but pay attention to your brand equity. When the brand no longer maintains it, customer loyalty disappears.
*The article is the author’s independent point of view, which does not represent the position of note taking man.
Author: Xiao Ma song; Source: notesman (ID: notesman), reprint authorized. Joining the community: Cherry (wechat: 15240428449); Business cooperation: Amy (wechat: 13701559246). Recommended reading|  |  Sugar crisis: Isee trend  |  Editor’s  |  Reader’s  
Xiao Ma song: the more profound the truth, the simpler it is
 
但现在,广告传播和用户购买不再像之前那么分离——直播、公众号、微博都可以连接,有点像逛街。
 
为什么餐饮品牌投广告的很少?
 
因为餐饮店天然就是一个广告传播和用户购买不分离的业态,店铺的门头、店招、拉客小哥就是它天然的广告。
 
不光是餐饮,几乎所有产品都可以实现广告传播和用户购买一体化。
 
过去,用户看到了广告,过一天、两天、一个月之后再买东西。现在只要你在做直播,用户看到了就可能马上下单。
 
有一些理论、有一些方法,也可能因为时代背景的变化而失效。
 
不要迷信,一定要看通用的理论,而不是某个时代或者某个背景下产生的方法论,因为时代已经不一样了。
 
3.科学的广告
 
美国过去有一个广告方法论之争——以霍普金斯为代表的科学广告派和以乔治·路易斯为代表的艺术广告派,在广告是否是一门科学的问题上有了很大的分歧。
 
我现在认为广告越来越是一门科学了。
 
比如名字好不好、包装究竟带不带货,可以先放出来10万流量进行测试,根据转化率进行判断。
 
给公司取名字的时候,你可以写个代码,把中国词海中两个字的词爬出来,再去商标局把现有的品牌名爬一遍,对比出来你能够用的,进行挑选。这时,你取名字就会从问答题变成选择题,就容易多了。
 
并且,现在很多电商公司开始使用软件和数据来完善、优化、制作实物产品。
 
举个例子,高瓴资本收购百丽鞋业之后,把它的门店智慧化。他们在所有试穿的鞋子上放了一个芯片,记录每双鞋子试穿的次数,并和这双鞋实际的销量进行对比。如果这双鞋试穿的人多但实际的销量特别差,他们就会去专门分析这双鞋,然后进行改良。
 
4.塑造品牌的本质
 
塑造品牌的本质还是符号识别系统、话语内容体系、传播方式渠道。
 
塑造品牌的4个误区
1.广告投放并非越精准越好
 
科学地投放广告,有助于提升你的ROI,也就是投放的效果。
 
但并不是广告投放越精准越好。你的品牌不仅要让你的顾客知道,还要让不是你顾客的也知道。
 
举个例子,茅台的真实顾客其实很少,但是得让所有人知道茅台是一瓶好酒。
 
非目标客户群体认同也是一种认同,只有全社会都认为宾利是一辆好车,你开着才有面子。如果大部分人不知道宾利是好车,你开着有面子吗?
 
一般奢侈品的做法是:多数人认识、少数人拥有。
 
这样它才有价值。如果多数人拥有,它就没有价值了。如果多数人不认识,它也没有价值了,你背包出去别人不认识。
 
2.品牌面临同质化问题
 
产品真的有可能是同质化的,但是品牌从来没有同质化——你的符号、口号、形象都不一样。
 
为什么海底捞和其他火锅店不一样,因为它的服务、环境等等都构成了它的产品,你永远可以找到差异化的点。
 
即使是同样的方便面,做促销的姑娘长得漂亮,也是差异化。
3.品牌不能有负面,不能出事
 
没有任何一个人、任何一个企业能够保证不出事。
 
肯德基、麦当劳、可口可乐、特斯拉、iPhone、奔驰、宝马都出过事。
 
出事不可怕,可怕是出事之后你的态度——在出事之后安抚你的顾客,这是一个品牌应有的态度。
 
有一句话叫“品牌就是为出事准备的”,如果品牌很小或者不够好,没有人愿意关注你,你就不会出事。
 
因为品牌大,才值得出事,我们要用平常心对待它。
 
4.迷恋顾客的品牌忠诚度
 
永久的品牌忠诚度是不存在的,如果它存在,历史上所有知名品牌都不会倒闭。
 
对用户来说,没有品牌忠诚,只有产品忠诚,你的产品足够好才行。
 
永久的品牌忠诚度不存在,但也确实存在相对品牌忠诚的用户。
 
积极的品牌忠诚用户会发声,有问题愿意给品牌提意见。
 
在品牌出现问题的时候,积极的品牌忠诚用户会选择原谅你,等你做得更好一点的时候再继续消费。消极的品牌忠诚用户会选择直接退出,马上更换其他品牌的产品。
 
所以不要迷恋顾客的品牌忠诚度,而要重视你的品牌资产塑造。品牌不再维护它了,顾客忠诚也就消失了。

*文章为作者独立观点,不代表笔记侠立场。
作者:小马宋;来源:笔记侠(ID:Notesman),转载已获得授权。
加入社群:Cherry(微信:15240428449);
商务合作:Amy(微信:13701559246)。

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