Interpretation: Business men 柒 brand misplaced brand noise?

Objectively speaking, the development of the past cards depends more on courage and diligence, first-mover advantage and persistent professionalism. However, the development of the future license plate depends on what? Can rely on? Moreover, the survival and development environment of the brand has undergone tremendous changes. In the past, the single breakthroughs that had made the brand progress and growth in the past, the development of ideas, cultural marketing, sports marketing and advertising, Will no longer be useful and effective. This is a long way from the stagnant license plate, input-output imbalances can be validated. So what kind of problem is it facing? What should be the next and future breakthrough in order to continue to promote it? First, the strategy is not clear and the problem of wandering. In the opinion that marketing is a war, the purpose of establishing a strategy is to ensure a fundamental victory in the war.柒 card has occupied a very favorable terrain, now you want to do is to raise this position into a strategic fortress location, otherwise, confused move forward only go straight in place, the total can not attack the hill. This should be the future of the brand, not culture, not advertising, nor is it sports. Only when the strategy is clear and the solution to the problem of what kind of enterprise to become a company and the route to achieve this goal will the brand break through the current wandering situation. Only in this way, the brand will be the same as Anta, Smith Barney, Li Ning, the same race and competing in China and the world. Second, the positioning is unknown and the category does not insist. The so-called brand, must be derived from the category of differentiation, especially the leader brand. The long-term success of a brand is not about how creative your ads are, but about differentiating the original category, forming a new category, getting news support and consumer spending. For example, Starbucks basically does not advertise, but always get the news attention; such as Wal-Mart never advertise, but every move is under the control of the press. Only by becoming the representative of a new category can the brand obtain both the media attention and the consumer's favor. In the process of advertising, the brand only continuously strengthens the brand's position in the category, and only the leading brand in the category, the pioneer in the category Position, the most chance to become a representative of the category. In this process, brands that enter the minds of consumers usually have only a category pioneer. Such as Li Ning did any advertising, I am afraid many people have no impression, but Li Ning's recognition is very high, the reason is very simple, Li Ning in China opened up a precedent for sports brands, it has become the representative of this category; Shanshan opened up The category of domestic suits, become a professional brand, successfully into the minds of consumers; and what is the brand? From the current advertising, it is difficult to see a clear license plate brand strategy, the content is vague, the basic can not enter the minds of consumers, so go, the license plate will stay in a stage will never be able to grow, although it Can take more creative ads, you can ask Jet Li performances more beautiful movements, advertising narration more poetic and fanatic, but the market is difficult to upgrade, the fundamental reason is that consumers do not have very clear Cognitive, or brand name has not yet developed a new category. It should be said that stand-collar is a good point, but also a very good position, but unfortunately did not insist, nor did it rise to the strategic and strategic position and position to operate. Although a lot of investment, but the direction of deviation, the intention is wrong. The intention of the wrong point, the performance of natural poor, and poor performance, Qiong brand decision-making reluctant to give up the tasteless suit and other products, preferring to easily enter the second-tier and third-tier markets remain clinging, and then watching the consumer wealthy Rich to buy Shanshan, Younger, BOSS and so on. As a result, the brand has been for many years in this reluctant positioning of unknown categories do not adhere to the vicious circle or wandering, watched those who are more than their own business decades later than themselves and helpless beyond self-help opponent. Third, a single means of marketing, serious integration of open space, a single ineffective ineffective or even negative breakpoint-type large spread can not really occupy the minds of consumers. Brand licensing Over the years, although the brand of advertising is great, but the brand promotion efforts, depth of dissemination and consumer influence is very small. The main reason is that marketing means a single, that is, large advertising and open activities of large events, but follow-up and supporting the promotion of the system and the open channel can not keep up the open space and a serious disconnect, therefore, a single ineffective ineffective or even negative Breakpoint-type big spread simply can not really occupy the minds of consumers, so the dynamic marketing force is weak. The brand was officially launched in 2003, the concept of clothing, the Chinese collar, in September the same year, hired Jet Li brand spokesperson and the Chinese stand collar, June 2004, Fei Ge has become a "brand of battle Heroes," a time, Quickly spread, but this spread did not rapidly or continuously transformed into brand marketing force. It can be seen that the license plate has devoted tremendous energy to the opposition at the beginning. Since the integration of open space and land has been severely disrupted, the true intention of the license plate can not be seen after the passage of time. The license plate has not really understood and implemented its own strategy The intent is to raise the brand's reputation through the establishment of China's leading position and to operate the stand-collar as well as the Chinese culture as a business or to create a momentum through the Chinese leadership. It is unclear at the present time that the disconnection of open space from the ground is the key strategic point that must be faced and changed in the future. Fourth, weak cultural marketing, lack of effective emotional line in-depth and support system.柒 licensing advertising has been to take the route of advertising image, strictly speaking, even the brand image and cultural marketing is not quite. Because culture can not support the relationship between brand culture and brand, is the relationship between the phenomenon and the essence. Culture can not be the only support of the brand! As the saying goes, there is no product brand is a ghost, no brand of product is the walking dead.