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Five things for brand communication in the next five years

Click times: 2184 release time: September 7, 2018 14:28:12

"Those who do not seek the overall situation will not be able to plan for one area."
1、 In the next five years, will the main problem of marketing be product or communication?
There is no homogeneous commodity, only homogeneous cognition. "Homogenization" has always been used to describe products without characteristics. This is a very interesting thing. Philosophy tells us that there are no two identical leaves in the world, so there can not be two identical commodities in the world. If there is "homogenization", it is only our cognitive "homogenization". "Cognitive homogenization" is more fatal than real homogenization. It's too difficult to make a decision with all knowledge and understanding, so for consumers, "objectivity" does not exist. No matter what is different between your product and other products, if the consumer's perception thinks that you are the same, then you are the same, and consumers will make purchase decisions based on this cognition. Therefore, advertising people please do not lazy, do not blame the poor advertising effect on the product can not, advertising effect is not good can only show that your advertisement has problems. No matter how difficult it is, isn't the specialty and responsibility of advertisers to solve this problem? After reading the above paragraph, please don't be in a hurry to applaud and celebrate. If your product is really excellent enough, you can't sell it in this information age. Hum, it's very difficult.
Product is communication, and communication is product. Excellent product self communication is the characteristic of this era. Imagine, if you are a manufacturer of mobile phones, if your mobile phone can last ten years after charging, then I believe you only need to hold a small press conference, and your mobile phone may be completely reserved. Therefore, it is precisely because your products are not excellent enough that your brand communication is difficult. You are not good enough products for the advertising companies out of a huge problem. Speaking of this, let's rethink "communication is product". On this proposition, I would like to quote two sentences from Ms. Xu Shunying. The first sentence: "it is not advertisements that" show "the goods, but advertisements" make "goods" exist ". The second sentence: consumers consume advertisements before they consume goods. In order to make advertising be consumed, advertising itself must be "commercialized". Advertising does not necessarily depend on the commodity, but also can create a kind of artistic conception to accommodate it and construct it. The commodity constructed by advertisement is more warm and more experienced. This kind of experience itself is a part of consumer consumption. The process of constructing experience is the process of commercialization. (Xu Shunying also said, "all interpretations are misreading.")


2、 How will consumer psychology and behavior change in the next five years?
From "need" to "want" to "should". After the reform and opening up, especially in the past decade, under the rich material stimulation and education, the consumption literacy of the whole society has entered a new level. In this new level, consumers gradually change from passive "need" thinking to active "want" thinking. Some consumer groups with higher consumption literacy have even entered the transcendental "should" thinking.
The transformation from "need" to "want" means, on the one hand, the collective release and satisfaction of people's material desires; on the other hand, it also means people's expectation of transforming their existing living conditions. For thousands of years, there have never been so many people in China who want to change and improve themselves through external forces. China's consumer society is an extremely unbalanced society. When the society as a whole enters the desired consumption society, another part of the rich consumer groups have already entered the desired consumption society. This part of consumer groups have completely got rid of the material impact on themselves, they have been able to rationally control their own desires and know what kind of goods are the most suitable for them. They no longer care about any label attached to brand marketing, they only care about the basic use value and experience of the product itself.
From "need" to "want" to "should", this is the change of consumer psychology. Accordingly, we can also observe future consumers from the perspective of consumer behavior.
Shorter and shorter product life cycle, faster and faster brand conversion cycle, and longer brand contempt chain. Each product is manufactured, its service life is generally fixed, so the average life cycle of consumers is fixed, but with the improvement of purchasing power, people learn to waste. Before the end of the service life of many products, consumers have replaced them with new products. The result of this situation is that people are used to the satisfaction brought by the same brand in a relatively short period of time. When this brand can not continue to meet the higher needs of consumers, consumers will choose to try a new brand. In other words, due to the shortening of product life cycle, the brand conversion cycle becomes faster. If we continue to lengthen this time line, we can see a brand that consumers have used for a lifetime, and these brands constitute the chain of brand disdain in chronological order. People's consumption level and ability are generally gradually improved, and people also tend to choose better brands and commodities than the existing ones. Therefore, in the whole consumption cycle, we can see the existence of this brand contempt chain.
The existence of the chain of brand disdain implies the behavior tendency of consumers. In addition to the consumers who gain zero experience, most of the new customers of brands are transferred from other brands, and at some future time, they will switch to other brands. From the perspective of this brand chain, consumers have no brand loyalty. All brands are consumers' passers-by. So brands have to understand where their consumers come from and where they go.

3、 What is the philosophical relationship between commodities and brands in the next five years?
In the future, brand is no longer an empty symbol without connotation. It will carry the company's understanding of commodity philosophy. The so-called commodity philosophy, that is, the meaning of commodity existence, is the reason why manufacturers produce this commodity and why consumers buy it. In this understanding, it includes brand's understanding of industrial technology, design aesthetics, group psychology and consumption trend.
The task of brand communication in the future is to spread this opinion and let consumers recognize it. This process is like a scholar who preaches his theory to the public. Powerful scholars can attract a group of followers, while those without strength are submerged in the historical trend. This kind of behavior is in the extreme similar to religion.
Why do brands need to attach importance to commodity philosophy? It is also the core source of innovation. If you want to create a brand, you have to have your own opinions on this theory, and you have to have your own insights into the philosophy of this brand, and you have to be able to put forward your own opinions on this theory. Only in this way will consumers be amazed at your insights, remember your brand, and become your followers.
To raise the issue of commodity philosophy, we hope that all brands, whether successful or ordinary brands, should remember that consumers follow you and buy you not because of how good your brand and product is, but because they recognize your opinion on commodity philosophy. If one day they find that your viewpoint is out of date or you no longer represent your opinion Or if they find new and more powerful ideas, consumers will leave you.

4、 What is the logic of creative communication in the next five years?
The information layer, insight layer, relevance layer and performance layer of advertising creative strategy. There has always been no standard process for the output of advertising creativity, and I always thought there was no such process. Later, in learning ml neural network algorithm, I found a good starting point to summarize this process. This entry point is algorithm layering.
The first is the message layer. Dismantle all marketable features of the commodity, including function, specification, design and other highlights. In the same way, information related to competitors, consumers, etc. is disassembled. These information will become the data raw material of the later algorithms.
The second is the insight layer. The insight layer is to find the information with prominent features in the information layer. The screening criteria are whether the information can move the user and reveal the truth. It requires the depth of information and the ability of thinking.
The third is the correlation layer. Different perspectives can obtain different insights, but not all insights can closely connect consumers and commodities. A lot of advertising insight is very good, but it can't be closely related to the product, which leads to consumers only remember the advertisement but not the brand and product.
Finally, the performance layer. The expression level is the most artistic level. The same information and different ways of expression can bring different feelings and different effects. Some advertisements are straightforward, some are euphemistic, and some advertisements can cost millions to shoot a micro film in order to prove a sentence.

5、 How to build a lasting brand in the next five years?
On the one hand, consumers should be willing to believe in brand. Only when consumers believe in the existence of a brand, will they be willing to remember the brand. So how to build this sense of reality? First of all, the authenticity of the brand comes from the fact that the brand touches the hearts of consumers at a certain moment, and then it is the process of implicating each other, and one side puts down its guard for the other and opens its heart. Secondly, brand authenticity comes from brand association, that is to say, when consumers think of the brand, they can associate a lot of relevant details, or symbols. Finally, the authenticity of the brand comes from the story behind it. Some brands represent the story of national rejuvenation, some represent the story of future technology, and some represent the story of resistance to authority. There are always values and personalities at work behind these stories. Values are used to rally people's hearts, and personality traits are used to approach the heart. Therefore, the construction of brand authenticity is really a kind of literature and art. (some people call it IP based brand)
On the other hand, the brand should become a series, and let the consumers become the fans. At present, many brand communication strategies are very scattered, which is a waste of communication resources. If we make a comparison, the general brand is like a short video. After watching and laughing, they forget that consumers can only experience the short-term pleasure; the well-known brand is like a movie, which has a splendid story, which has left a deep impression on the consumers, but once the consumers know the ending, they will eventually switch to other movies; a great brand should have no end The series, in this series, climax repeatedly, plot ups and downs. The launch of each new product is a small climax. The technology and materials used in new products can be made into a story, and the designers and R & D personnel who lead the production of new products can also be made into a story. The experience and feelings of consumers on the products can also be made into a story All, everything that can be perceived and remembered can be characters or props in the play. Moreover, the richer the details and the more vivid the plot, the more realistic the play will be. The advantage of brand becoming a series is that consumers will be attracted by the whole story and follow it. This pleasure is the source of brand loyalty.
Some people say that if a question has been kept in mind for a long time, there will be an answer one day. So what's your answer?
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