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B2B marketer, are you ready for a long-term brand war?

Click times: 2186 release time: September 7, 2018 14:24:07


In recent years, due to the needs of my work, I have participated in many large and small Marketing Summit and digital marketing forum, and the topic is nothing more than "new media, digital technology, marketing automation, big data, new retail...", but it is very rare to share brand marketing! I once questioned myself in my heart:

Is the brand dead? Brand marketing is also into the cold palace of traditional marketing?

In particular, there are many such sayings in the market, such as:
The essence of B2B business is contacts and relationships, and there is no need for brands; the survival of start-up enterprises is the most important thing, and there are many things more important than brands; and it is said that brands are vitamins, while start-ups need carbohydrates to maintain life, etc
However, as a marketing staff of a traditional enterprise, in recent years, I have realized more and more deeply that brand thinking is the basic skill of marketers, compared with the hot topic of HuaQuan Xiujiao.
Start with your own experience.
Recently, the company is going to launch a new product. In fact, for this new product, we are just a market follower, because there are many competitive brands in the market! The challenges are great, and we also list many gaps. For example:
1. The technology of this kind of products of domestic brands is more advanced than ours, and the products have been updated to the second generation or even the third generation; 2. The price is cheaper than ours and has the advantage of cost; ……
For this reason, our sales department, product department and marketing department held many meetings to promote this product. We found that the biggest problem that bothered us was how to refine the selling points of this product. I don't know if you have the same confusion. We have done a lot of competitive product comparative analysis, but we can't find the differentiated selling point of this product.
What did you do in the end?
What's interesting is that our marketing team and sales team happen to think of our brand.
In the current commercial era of product homogeneity and fierce competition, establish cognitive differentiation through brand! Taking advantage of our century old brand and German technology is the biggest selling point of fighting against domestic brands! At the same time, our brand represents quality assurance, represents scientific and technological innovation, which is the power of the brand!
Although the question of whether B2B should be a brand is a cliche. Although there are many crows flying in my brow and heart, although I know that my small case is not enough to make everyone pay attention to the value of the brand. However, no matter whether you decide to make a brand or not, it is a matter that can not be ignored for marketers and enterprise executives to deeply implant brand thinking in their minds!
At least in my opinion, whether it is 2B or 2C enterprises, whether or not to do brand as 1 + 1 = 2 is a matter that does not need to be discussed and proved.
Why is brand thinking so important in B2B marketing? How to establish our brand thinking system?
Brand thinking refers to the marketing concept of realizing commercial transformation through brand strategic planning and implementation!

The establishment of brand thinking requires us to discard three fallacies in our mind
1、 On the useless brand
The brand is only a name and symbol, which is not important compared with the product and does not need investment and management. If this is the case, then the president of Coca Cola dare not threaten to say: even if the Coca Cola factories in the world are burned down, we can rebuild all the factories with the brand of Coca Cola. At the same time, we can use the brand of Coca Cola to regain investment in a few months and make a comeback!
2、 On brand throwing money
Think to do a brand is to spend money on advertising, to do a brand will cost a lot of money, so many high-level companies talk about brand color change, because they are afraid to spend a lot of money to affect enterprise profits! In fact, brand building is not a competition of costs and resources, but the patience and heart of marketers!
Especially for B2B enterprises, marketing personnel have little money to do advertising, but if you can use brand thinking, through resource grafting and exchange, do some low-cost brand public relations activities, whether you can establish brand reputation in the industry, you can think about it.
3、 On brand waiting
Consider the importance of each aspect, such as the importance of starting a project, the importance of each aspect, and the ability to make a comprehensive decision. Leaders who don't have sense of brands will not only mistakenly think that brand is to spend money on advertising, but also worry about the high probability of failure of start-ups. If the publicity for half a day fails, will it have a negative impact on your personal brand? So brand building has to wait.
As we all know, there is a cost to be a brand. But after entering the era of content marketing, great changes have taken place in the logic and way of brand building.
For example, I heard about a swimming pool equipment company in the United States. At the end of its business, the boss tried to write a blog and answer various questions about swimming pool construction and swimming. As a result, it unexpectedly attracted a lot of business, which not only brought the company back to life, but also made its business steam day by day. Because content builds relationships, relationships are the foundation of trust, and trust is the source of business.
As a pillar of enterprise business strategy, brand strategy should be considered from the beginning. In addition, brand building is a systematic project, and the formation of brand needs a certain period of time.
Well known investor Xu Xiaoping once said: if I only have one dollar to do the market, I will use it to do PR, because PR plays a great role in recruitment, financing, business development and customer acquisition.
After establishing the correct brand thinking cognition, we marketers should also establish a brand thinking module system, which helps us solve three major problems related to brands
First: why brand?
(including 3 thinking modules: brand strategy, brand positioning and brand value)
Second: what is a brand?
(basic elements and content composition of brand: brand equity, brand image and brand story)
Third: how to make a brand?
(establish a system of brand management, brand communication and brand evaluation)
Even in the mobile Internet era, marketers, especially B2B marketers, are still deeply influenced by 4P marketing theory. But in the traditional 4P, our impact on 3P (product, price and channel) of 4P is almost zero. And for the only 1p (promotion and brand) promotion is also subject to sales, then the remaining brands and activities have control!
Therefore, the author believes that in the new era of mobile Internet, brand is the foundation of B2B marketing. Brand can help enterprises to create cognitive differentiation, so as to deliver unique value to your users! Brand is the source of customers and profits!
So, B2B marketer, are you ready for a long-term brand war?

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