1. In the mobile Internet era, brands need “three positions”
The first is positioning. Positioning mainly thinks about which assets and words you can occupy in the consumer's mental space. At the same time, we need to think about the category and then express the brand (consumers only remember 7 brands in the same category). In the positioning stage, you have to think about whether your brand will evolve or differentiate.
What is evolution? For example, I want to enter the micro-business industry (it is an absolute red ocean in the micro-business category. It is said that in a Guangzhou factory, three micro-business brands will be born in one day). If I want to become the boss in this industry, I have to do these keyword behaviors, which is upgrading + improvement. I will continue to do the best in this part, such as Proya's "Healthy WeChat Business", Danzi's "Light Investment Micro Business", Sibu's "Platform Micro Business", Rongle's "Honey Egg Maker", etc., are all improvements in the micro-commodity category, striving to optimize the original model, thereby To better cater to the market, differentiate from competitors, and highlight oneself, the upgrading part lies in updating the original model. For example, Taihe brand has joined the O2O model and established its own chain of SPA centers (regionalized specifically for fans). services), Shiweite has joined the national online and offline open class sharing model (to transform agents into stars), and the S&R brand is based on the fashion genes of founder Zhang Shiyu, adding "star micro-business wear" to its skin care services. With the concept of "clothing consultant", we upgrade our market through scenario-based marketing.
There is another type called differentiation. The part of differentiation is to find the path of differentiation in the minds of consumers. All markets are constantly being differentiated. Whether there is blended oil, bottled oil, corn oil, olive oil, sesame oil, Luhua only uses his peanut oil, such as the "Hongxing Thirteen Girls" on the Subversive Study Society (the first learning community on the Internet) It is based on the knowledge system of the subversive study society, positioning it as the "chief knowledge operation officer of the study society", and building another self-organization to assist through "live broadcast + review" of all the learning content of the study society at the first time The development of the parent community is a subset of the study community, but for some traditional enterprises, it may be an entrance to understand the Internet, and it may also become an Internet+ behavioral guide for traditional enterprises. This is the market carved out through differentiation. When you differentiate, you have become a leading brand in this category or sub-category.
Think1:What is your brand=? The problem
The second is counterpoint. Since most domestic manufacturers use their products to determine the market, I will often hear how awesome my product is and what problems it can solve, and then ask their distributors to sell it! The factory is a representative of industrial thinking. It emphasizes function rather than market. Therefore, if a factory has three micro-business brands a day, their survival rate will not exceed 5%. The core reason is that there is no "user thinking" to For guidance, in the counterpoint module, you need to use three key senses, the first sense, the first vibration and the second ring.
The so-called sense of security means that I have no sense of it when you hold it. For example, many brands will say that they are so-and-so experts and leading brands, but this thing is insensible to the minds of the post-8090 generation. (It has nothing to do with us who you are as an expert), because they will think that their own opinions are the most powerful, and you just need to help me verify them (for example, every time Apple releases a new product, even though the product is average, there are still many 8090 The reason why young people follow the trend and buy it is because Apple = high-quality life for the same age). This feeling mainly comes from the picture, which can be scene-based and dazzling (for example, friends around me say, yo ~ I bought a new Apple phone. They are really rich and willful.) They need more respect and admiration from others in the social field, and they pursue nothing more than three words: "really awesome"!
The so-called vibration often comes from emotions (positive or negative energy), which is also the core level of communication, such as music. Why do many marketing methods for movies nowadays start with a song, because it is easy to generate excitement among users? And why so many people spread the word "Tianjin Big Bang" spontaneously because it arouses the strong people's opposition to each other. Compassion for the weak.
Everyone has seen that "My Micro-Business Girlfriend" went viral in Moments for a while. At that time, I even conducted a survey and asked, do you know Yang Jingjing (the heroine)? Most of them said they didn’t know it, but they didn’t know why they retweeted it, because micro-businessmen were “inspired + satisfied with their fantasies + gained strength” from it.
The so-called ***ming is language. Which of your values ??do we agree with? We form a Yes, Yes, Yes in our hearts. For example, "You always have to have dreams, what if they come true?" "Fight until you are powerless, persevere until you are moved", "Can't see clearly, look down upon, don't understand, and in the end it's too late."
Think2: Who does your brand make you feel "feeling + vibrating + buzzing"?
In the third part, let’s look at card positions.
What is a card position? What kind of product or super item can you come up with that can best penetrate the market? At this time, let’s talk about your product advantages. For example, Diao Ye (Meng Xing) discovered that there are no oligarchs in the essential oil market, so he used “Afu=essential oil” to block the category through the brand. In fact, essential oils are suitable for most mid-to-high-end women. , it is a necessity (light luxury product), so in the field of micro-business, Jiameile, which has been doing essential oils for more than 20 years, will use micro-business to strengthen its brand and accurately target women who pursue a high-quality life. At this time, brand conversion is more Easy to form. But it should be noted that this market will not expand just because we launch a product. It must cut off whose market and convert whose market, so you must use the media to strengthen your brand advantage. This is what you are doing. The card slot in the product.
Think3: Whose market is your brand blocking?
2. The business logic between the trinity of brand marketing
I just mentioned that positioning, counterposition, and positioning are the right triangle in the middle. Let’s think about it between positioning and counterposition. Think about the brand. If you don't think carefully about positioning and counterpoint, it is just a named trademark and it will be difficult to take root in the hearts of consumers.
For example, if I want to build a personal brand of a celebrity micro-business goddess, I will shape it based on the characteristics of her brand products and the attributes of the agent (user)! For example, Jingjing is a cross-border micro-commerce product (commonly known as overseas shopping). Most of the users who buy this product are women over 28 years old. They yearn more for the "exquisite woman's life", so they need to outline her personal profile. When it comes to branding, we must continue to shape a refined life, such as being free, independent, not compromising, free and easy, and not trying to please others. Therefore, what is emphasized in consumer behavior is "you need to quietly accompany yourself to live every day." Quietness is life! Jingjing’s personal brand slowly began to take shape!
When many micro-business brand leaders discuss product promotion with me, they will talk about a proposition: I feel that my products are already very good, but the only thing missing is marketing. This is an era where "the aroma of wine is afraid of the depth of the box". In the trinity strategic model, product marketing is based on positioning and positioning. Whether consumers or micro-business agents, their thinking logic is based on "cognition-identification-subscription" to make the final decision. Therefore, there are five key points in product marketing logic: credibility, visual hammer, language nail, signature dish, and snowball.
Certificate of trust: the core attractiveness factor of a product to consumers. That is, why should I believe you? For example, when I plan the marketing of new products for many micro-businesses, the first step is not to find a micro-business team, but to promote the new brand’s brand content on Baidu, Weibo, WeChat public accounts, and media across the entire network. Do it well, and then think about how to create topics, such as asking a celebrity to endorse, what honors it has received, past success stories, and building trust by letting consumers see the truth and the brand's identity.
Visual hammer & verbal nail: Whether it is the Internet era or the micro-business era, brand promotion must follow the 520 rule (if a consumer cannot be attracted to you within 5 seconds, it means that he will be attracted by you in 20 seconds Leave within the clock), so you need to create visual impact and text memory points for consumers. There are four levels of language nails: right, good, high, and wonderful.
(Big bright red is the easiest to create a visual impact in the circle of friends)
(By using "fresh and fresh, sleep for 100 days" to strengthen the selection of pepper materials, thereby highlighting the high quality of the product )
Signature dish: core product.
In the design of core products, in addition to positioning according to consumer needs, positioning is category thinking, and at the same time, empathy must be considered, thinking from the perspective of consumers’ age, income, values, etc., to improve product design, and in micro-business brand marketing There are many forms of presentation among the signature dishes. In addition to the product having functional advantages, what is more important is the support of policies, such as training support, marketing promotion support, profit rebate support, etc., because many people choose to be micro-enterprises. For businessmen, their first-level demand is not to buy products but to choose projects, so how to let agents obtain higher profits by taking advantage is the core of micro-business's signature dish.
Snowballing: After selecting the people and regions for brand marketing, carry out snowballing brand promotion, and only then can the brand be promoted in large quantities.
Communication is between counterpoint and blocking. Products in this era are determined by brands. The packaging and feel of this interface are most important. In other words, what kind of content and feelings you have, will there be a chance for it to form a secondary spread or a third spread?
In the past, it was said that brands should advertise and do public relations. If you think about it carefully, what kind of advertisements have there been for a movie like "My Love from the Star"? Its diffusion, communication and sharing capabilities are very strong. In this era, we need to focus on the crowd and spread the word among card slots and products, but the most important thing is to form "spread".
Finally, let me summarize, positioning, counterpoint, and positioning determine what you think, while branding, marketing, and communication determine how you do it. The two are not the same. Only when the triangle in front of you is stuck, the triangle in the back is actually aiming, and the triangle in the back is shooting, so it will be effective.