长沙在酒店晚上怎么叫服务

Focus on industrial products marketing system for 20 years

Help 162 listed companies长沙在酒店晚上怎么叫服务

Hotline: 400-920-6062

Marketing knowledge base

Current location: home page > Marketing knowledge base >Marketing knowledge base

In the digital age, don't forget the original intention of brand

Click times: 2175 release time: September 7, 2018 14:21:17
In the digital era, the brand work is becoming more and more difficult, and even some enterprises are "confused" and "flustered". On the one hand, it is the boss's digital marketing From EMKT.com.cn On the other hand, it's necessary to maintain the value of "I'm crazy about" and "I don't want to spend" on maintaining the brand; on the other hand, it's necessary to maintain the value of "I'm crazy about" and "I don't care about" brand.

The fundamental reason is that it has been "disturbed" by various kinds of derivative of digital era, and "blindfolded" by Epiphyllum phenomenon in the digital era, and forgetting the original intention of the brand.   

In the digital age, it is the consumers, not the core values, that change

With the advent of the digital age, the Internet, which breaks the boundaries of time and space, is increasingly coming into the eyes of consumers and is fully involved in the lives of consumers. Information acquisition, social networking, entertainment, shopping, ordering, travel, and payment... It can be said that consumers' food, clothing, housing and transportation are undergoing earth shaking changes due to the era, and consumers' awareness, cognition and behavior habits are also changing It's changing quietly.

Naturally, enterprises are busy to carry out a series of brand marketing work to adapt to the changes of consumers, and devote more time, money and energy to cater to the changes in the digital age. Some enterprises even adjust their organizational structure to carry out digital marketing, so that enterprises can better keep in touch with consumers. This "keep up with the trend" approach is not wrong, and the change of consumers will lead to the adjustment of brand marketing work. However, a logic that needs to be clearly recognized is that what changes consumers in the digital age is consumers. We should not be too addicted to the changes of consumers' consciousness, cognition and behavior habits, and ignore or even deviate from the core value of the brand, that is, the core value of the brand The value of heart cannot be changed easily.

Disney, Nike and other mature brands will not ignore or deviate from their brand positioning with the changes of the times and the changes of consumers. No matter what era and generation, Disney's dream and fun are still the core values of their brands; motivation is still the core concept advocated by Nike brands.

Therefore, in the more impetuous environment of the digital age, it is more important than ever to maintain the original intention of the brand and to have and adhere to a clear core value of the brand.   

In the digital age, the way of deduction is changed, not the core content

In the digital era, many new media platforms have been derived, and many new media forms have been born. All kinds of new and strange languages, words and "species" have also been created. Enterprises have to face these new things and carry out brand marketing. As a result, hot spots and hot spots have become a trend; orientation and originality have become a must to learn; H5 and short video have become a must to do; in brand communication, if KOL and we media are not used once, that is, there is no Internet thinking, that is, they do not understand Internet Marketing

It is undeniable that, different from the traditional industrial economy and the era of information asymmetry, the digital age has changed the original communication mode between brands and consumers. Enterprises need to rethink the meaning of "trademark ownership" and how to re interpret the brand and continue to create value for the enterprise. In other words, the way of brand deduction needs to be redefined, but this kind of redefinition is of great significance Change is just the way of deduction, not the core content of brand.

For example, since 2012, PepsiCo has launched an integrated marketing event with the theme of "bring music home" every year during the CNY period. Over the past seven years, the core content of the brand to be delivered has not changed. The only changes are the way of deduction, or micro film, or star's new year's greetings, or IP

In other words, in the digital era, we need to keep a cool head and clear thinking. We can't blindly follow the hot spots and rub against the hot spots. We can't catch up with the fashion of H5, short video and other forms. In order to follow the hot spots, we ignore the content and mistake the means and form as the content. The original limited market cost can not play its due effect.

Content determines the form. The most important thing is still to think clearly about the core content of the brand.

In this way, we can really take advantage of the trend of the digital age, grasp the pulse of the digital era, and bring the efficiency of consumers' keen experience and participation into full play in the digital era, so as to promote consumers to tell a very good brand experience story, thus forming the popular "word of mouth communication".   

In the digital age, the way of thinking is changed, not the logic of thinking

At present, we often hear such words as "so and so's thinking is too traditional", "so and so's idea is not enough Internet" traditional thinking and Internet thinking seem to be the opposite, showing a situation of incompatibility. Internet thinking has been defined as a way of thinking that keeps pace with the times. Even if there is no Internet thinking, it will face the risk of unemployment.

Indeed, to do brand work, we need to adjust our thinking mode with the changes of consumption environment, competition environment and media environment brought about by the digital age, such as innovation, contingency plan and rapid response. However, the basis and essence of brand work is still the systematic thinking logic of the brand. If we forget or abandon this fundamental, there is a great possibility of occasional creative "flash point", short-term The creative "Epiphyllum" even appears the phenomenon of "Xing Bu San Shen San" or "Xing San Shen also San".

It is also because of this, the emergence of more Internet brands (the specific brand name is not specifically referred to here) in the digital era than in the past. What they lack is the systematic thinking of the brand and lost the "soul" of the brand.

Based on the systematic thinking logic of the brand, it is the right way to adjust the thinking mode in line with the digital era, and only in this way can we avoid blindly pursuing the so-called "Internet thinking" and retrogress into the era of "one idea to explore the world".   

Don't forget the original intention of brand and keep brand difference forever

Brand is the intangible assets and potential value of enterprises, which plays an indispensable role in driving consumers' cognition and forming purchase. Through the power of brand, enterprises should either directly enhance intangible assets - capital, or influence consumers' cognition and purchase behavior, and indirectly drive tangible assets business.

If we say that brand is a unique symbol that exists in the minds of consumers and is separated from competitors. It can be a unique product, and it can also be a brand name The "unique symbol" created and established will only change its deductive methods and means because of the changes of the times and environment, but it should not be ignored, forgotten or even shaken. As the saying in the Huayan Sutra: "never forget the original intention, you can always get it all the time.".   

Previous: Different brand experience marketing return
Next: Five star communication, five effective ways of new brand communication


All rights reserved Huicp no.09020253-5