Why do people's brands flourish, but my brand is like a stone sinking into the sea and can't open the market? At present, there are many choices of brands in the market, and consumers are usually "confused" in similar products, and they receive too many signals, so it is difficult to make a judgment at the moment.

don't ignore the role of advertising: brands need to be promoted

At this time, if a brand has a strong momentum and a strong sense of existence, it will naturally catch the attention of more consumers. Advertising is an important part of brand promotion.

some people still advertise in the traditional way, and their way of thinking is obscure, but the basic idea is this: as long as the product advertisement "touches" consumers enough times (the previous standard is three times, the latest standard is nine times), they will pay attention to and buy the product.

however, consumers' psychology is like this: when they see an advertisement for the first time, they will think that it is shameful to advertise; When they see the advertisement again, they will think, "Shame on me, I should have pressed the fast forward button or changed the channel". Perhaps this is part of the reason why the word advertising and the philosophy behind it are no longer valued. If you think this phenomenon is like news, think about it: Why did Cannes International Advertising Festival change its name to Cannes International Creative Festival?

On the other hand, if advertising promotes new things or creative products, it is still an effective way to improve word of mouth. However, in the 197s, the logic of media advertising buyers was that as long as enough advertisements were inserted in TV or radio programs, people would pay attention to them and make them buy your products involuntarily. But for decades, media saturation has made the public bored and skeptical about advertising.

In addition, the declining media supported by advertisements also makes the advertising environment even more bleak. At present, mass media advertisements are defensive in nature, and the content of advertisements is mostly to block competition and convince people that outdated products are still cool.

Advertising controls the information to be conveyed by trademark brands, and external or internal brand promoters filter and process this information into things that can arouse public interest.

Although advertisements convey the ideas of brand owners, they rarely make consumers really participate in the interaction. In the past 5 years, many advertisements were posted on the walls of brand communication organizations, and people only used advertisements to increase sales and meet the short-term needs of brand managers.

Therefore, we can't treat the role of advertising promotion extremely. Advertising can make more consumers know about the products operated by their own brands to a certain extent, which undoubtedly plays a positive role. At the same time, we must ensure that the content of advertising is not false, and the quality of our products is as good as advertised. Then the relevant consumer groups we attract through advertising will become our stable customers and gradually create a good reputation for the brand.