A classic brand marketing article worth millions: How to do brand marketing in the Internet era? The text version of the social voice sharing last night! Today I would like to share with you the classic brand marketing theory. No matter how the times change, the essence remains unchanged. Is positioning outdated? Has the essence of marketing and business changed? None, what has changed are the tools and methods. I have said it many times before, what is a brand? What is marketing? It is very necessary to master the classics. Therefore, I specially provide you with a classic brand marketing lesson. Let’s review it again: Brand: Brand is to create a dream for consumers. The distance between reality and ideal is the space for brand creation and interpretation. Marketing: To meet needs and achieve goals, the essence is to create consumer value. Someone told me that a brand does not require any planning. As long as the product is made well, it will naturally become a brand. As long as the sales are made well, there will be a brand. Their core point is: Brand is a result. Is branding a result or a process? Many people think that the brand is the result of sales, and the brand is formed naturally...it doesn't count if it is done well. It is a brand when it is built, but it is nothing if it is not built. Then I would say that the brand is agnostic. . What exactly is a brand? Let's first assume that brand is an outcome. Then there are the following situations: first, any product can become a brand through sales; second, just do it, and the brand will always be formed; third, the brand is agnostic, there is no method, it just depends on luck. Brand, I don’t know what’s going on, this is embarrassing and sad. Brands are products with strong premium capabilities that can provide consumers with more value, experience and feelings. Commodities and products, to a large extent, cannot fully do this. How to do brand marketing? This is the most core sharing about brand marketing. I hope everyone will read it carefully and think about it. After these sharings were posted, many business owners and marketing enthusiasts added me on WeChat to communicate with me. Of course, there are some who don’t agree with it, because what I talk about are all classic brand marketing theories and methods. Some people think that now is the Internet era, and it needs to be subverted. Don’t use Western theories to emulate other people’s ambitions. Well, if he can create a better theory of his own and surpass the West, I will also be willing to learn from it. Here, I can only congratulate him first. We talked about branding and marketing before, and today we talk about brand marketing again. I wonder what everyone thinks? What kind of logic is this? Many friends may think that brand + marketing is just brand marketing. Build the brand first, and then do marketing or sales. Isn’t this obvious? Do we still need to talk about it? In fact, this is a typical misunderstanding. Brand marketing is definitely not as simple as the addition of "brand + marketing". In essence, brand marketing is corporate strategic marketing with brand as the core. It is not separated into two parts: brand and marketing. It is a marketing system built under the leadership of brand. Marketing essentially achieves corporate goals while still meeting needs. However, this goal is mainly a sales goal. Of course, it needs to be said that closing a sale is a good thing, not a bad thing. The marketing mentioned here is marketing in the basic stage. For a long time, it was called marketing, sales and other names. Before the tenth edition of Philip Kotler's "Marketing Management", there was not even a brand part. Now the brand part of "Marketing Management" is written by Kevin Line Keller, the author of "Strategic Brand Management". The contribution of 4P to the marketing world is obvious. Of course, this tool called "Marketing Mix" was not created by Philip Kotler, but by a person named E.J. McCarthy. This tool is because "Marketing Management" is a masterpiece known to the world, but almost no one knows McCarthy. Who achieved whom? The biggest role of 4P is to form a scientific marketing analysis tool, which can give our marketing a path and a rationale to follow. Marketing finally has a main structure and framework. From then on, marketing continues to rapidly enrich until it shines. Although the birth of the marketing concept got rid of the constraints of the production concept and the sales concept, it was actually a sales-oriented concept, focusing on achieving corporate sales and short-term goals, until a brand-centered marketing system was born. So, what is brand marketing? Brand marketing is to make short-term sales more sustainable, increase consumers' favorability and experience, form brand assets, increase consumers' trust, reduce consumers' dependence on price, and enhance their voice and control over channels. In a word, brand marketing is to make products sell well, sell for a long time, and sell at a high price.

We have said before that brand marketing is not "brand + marketing", so how to do brand marketing? First, determine the brand strategy. The top priority of corporate strategy is brand strategy. Only when the brand strategy is determined, marketing will not go astray. To illustrate, let me give an example. A domestic leading brand of LED display screens (with good scale and good sales volume, but not yet a leading brand, let’s say that for the sake of description), its business is divided into domestic and foreign. The boss believes that the competition in the domestic market is fierce, the heroes are fighting, and the market is too difficult to do. , and the foreign market is relatively simple and has huge potential, so the strategy is determined to focus on foreign markets; but he found that the foreign market is not working hard. It seems that the foreign market is not as simple and easy as he imagined. When doing strategy, a trilogy of strategies is generally used. The first step is: Where am I? The second step is where do I want to go? The third step is how do I get there. Where is it, at what stage is the company's brand marketing now? Through understanding, this company is now in the "product (technology) + sales stage". In the second step, where is he going? His goal is very clear. I found out that it is: to reach the "brand + channel" stage. For a company that only needs to face end users (mainly agents and terminal major customers) to reach the "brand + channel" stage, it is already very good. Obviously, this company also needs to develop brands and channels at this stage! This is the same as what their boss expects. The third step is how to achieve the goal of getting there! Okay, let’s get back to why it’s not easy to do things both at home and abroad? Why does this problem occur? In fact, it is because we have not thought about how to formulate a brand strategy. A group company may have many brands. How to determine the brand structure, what brand model to use, and what are the main brands in the domestic market and foreign markets? What about sub-brands? Is there any brand risk or market risk in focusing on foreign countries and weakening the domestic market? This is the brand strategy path. Sales and marketing may not be able to solve this problem. A little more complicated, there is also brand architecture and brand management. Here is a brand architecture case: ByteDance brand upgrade, new logo on the wall! The icon is a beating sound wave line composed of the initials of ByteDance, and the blue-green color shows vitality! Toutiao headquarters launched the corporate brand ByteDance, and Toutiao became a product brand. ByteDance's products: Toutiao, Douyin, Huoshan Video, Xigua Video, Wukong Q&A, Neihan Duanzi (died young), Understanding Car Emperor, Pipi Xia... But I think, with today's It seems better for Toutiao brand to be the parent brand and form a parent-child brand model. After all, Toutiao is more famous and influential. But maybe, the current situation is that the group brand model is more scalable and safe? Guess, no comment! How can everyone see it? There are four main models of brand architecture: the first, single brand model. All products use the same brand, such as Ford, General Electric. The biggest advantage of doing this is to achieve unified management of the group's brands, which is conducive to the accumulation of brand assets and the loss of existing sub-brand advantages. At the same time, it faces greater market risks and is detrimental to long-term development. The parent company of Toutiao is ByteDance, but many users may not know that this model is not suitable at present. The second is the main and sub-brand model. Focusing on the main brand and supplemented by sub-brands, we highlight the characteristics of different products and meet the different needs of consumers, such as Haier and Toyota. This can enhance the group's brand status and differentiate its various series of brands; the disadvantage is that "ByteDance" has insufficient driving force and influence for new brands in other fields, and it is difficult to rely on details to drive its products. The third type is the mother-child brand model. Highlight sub-brands and parent brands as brand endorsements. Typical examples include Procter & Gamble, Head & Shoulders, Pantene, and Rejoice, each with a clear positioning and scope, competing with and promoting each other. The biggest advantage of doing this is to realize the integration of "Today's Toutiao", which will help each brand to control the market by subdividing categories, and to achieve hierarchization and differentiation between brands. The disadvantage is that it is difficult to highlight the advantages of the "ByteDance" brand , the investment in brand building is relatively large, but the operational requirements for business operations are relatively high. Highlighting the sub-brand, weakening the parent brand, and building the sub-brand into a representative brand in the industry will have more advantages than disadvantages. I think this approach is obviously more suitable for Toutiao. The fourth is the irrelevant brand model. Each series of products has an independent and unrelated brand that has no connection with the parent company. For example, Kingfisher Group in the UK. If you don’t know, let me tell you that B&Q is its building materials retail brand. There is also a composite brand model. It is mainly used by group companies with complex business structures.

Multiple combinations are used between group brands and product brands. For example, Tsingtao Beer uses multiple combinations in the same category for different target markets. The composite brand model is generally applicable to enterprises with multiple business sectors and multiple sub-brand models. The disadvantage is that the investment in brand building of each subsidiary increases, and the corporate brand assets are not easy to accumulate in a short period of time. The best way is to adopt a parent-child brand model: highlight the child brands, weaken "ByteDance", endorse it for the child brands, and build each child brand into a representative brand in a new field. Under the parent-child brand model, the 1+N child-brand development model is adopted, which is to extend the registered trademark of Toutiao as the core. Bytedance (parent brand) Bytedance (parent brand) – Toutiao (sub-brand) Parent-child brand structure: 1. Bytedance (parent brand) – Toutiao (sub-brand) + Xigua Short Video 2. Words JieDou (parent brand) - Today's Toutiao (sub-brand) + Douyin Short Video 3. Bytedance (parent brand) - Today's Toutiao (sub-brand) + Huoshan Video 4. Bytedance (parent brand) - —Today’s Toutiao (sub-brand) + Understand Chedi 5, ByteDance (parent brand) — Today’s Toutiao (sub-brand) + Understand Chedi 6, ByteDance (parent brand) — Today’s Toutiao (sub-brand) + Wei Toutiao 7. ByteDance (parent brand) – Today’s Toutiao (sub-brand) + Neihan Duanzi (died) 8. ByteDance (parent brand) – Today’s Toutiao (sub-brand) + Pippi Shrimp… ···Second, the overall planning of the brand. Including positioning, image, personality, core values, advertising slogans, brand endorsement, etc., in the first article "What is a brand?" 》Already analyzed. Let’s talk about how to position and build a brand value system: Branding is not something that comes naturally and cannot be controlled, but a systematic approach. What elements does a complete brand plan include? The first is positioning; the second is core value; the third is brand personality; the fourth is brand proposition, the fifth is brand endorsement, and the highest level should be brand vision and brand belief. There is also the brand empowerment system in the Internet era, which mainly includes 6 aspects, which have been discussed in Super IP; 1. The origin of brand IP: content and topic ability 2. Second, the personality characteristics of brand IP: brand personification 3. Third, traffic conversion of super IP: build trust and endorsement 4. Fourth, brand IP connection ability: self-generated potential energy and self-bred traffic, negative cost connection 5. Community driven: community is the driving force, subculture, combined with business Mode 6. Brand IP ritual sense: spiritual attributes and brand beliefs. How to do brand planning in the Internet marketing column? Four steps of brand planning: first, establish the brand positioning; second, discover the core value; third, find a strategy to express the brand's core value and spread it repeatedly; fourth, form a one-to-one brand association; brand positioning is to let the brand Create a precise and optimal position in the minds of consumers. Positioning theory is often criticized. I think it is the result of overly deified and absolute positioning: for example, Jiaduobao or Wanglaoji are the results of successful "positioning" (we know it is definitely not the case), but it does not mean that positioning is useless! How to do positioning? 1. Brand positioning generally uses the 3C model, that is, finding a differentiated and accurate positioning through consumers, competitors, and the company itself. Brand planning is the exploration and extension of this point! 2. How can we get a precise and effective positioning? In other words, what are the rules for positioning? I think the following points can be referenced: First, based on consumer demand and trends, it can support the operation and development of enterprises. Second, have insight into the pain points and itches of consumers, and certain things they are looking forward to, such as the upstarts like Highlight the culture; thirdly, form differences and distinctions from competing brands that no one can do, that competing products are not aware of, or cannot do; finally, corporate resources and team matching can at least be achieved now or in the future through hard work ! Others: Positioning can be physical demands such as function and technology, or it can be spiritual demands. Of course, in addition to positioning, how to form supporting facilities and systems around positioning is even more important! Core value: What are the core benefits brought by the brand? Such as cars, the safety of Volvo, the driving pleasure of BMW, the luxury and nobility of Mercedes-Benz! Brand personality: Brands also have personality traits like people. People have personalities, and brands also have personalities.

For example, when you think of the personality of the Pepsi brand, you must think of the new generation, young and passionate; when you think of the iPhone, you will think of the personality of the brand: individual, innovative, fashionable, subversive... ···Brand proposition: That is, the advertising slogan, such as Jiaduobao, the slogan is "If you are afraid of getting angry, drink Jiaduobao", it is no longer allowed to be used, which is really strange. The advertising slogan must explain the positioning in one sentence and directly describe the core value. A better advertising slogan can also give a reason to buy and impress and call on consumers to buy. Your skin and you are becoming more and more beautiful, you deserve it, one side is technology, the other side is technology, 5 minutes of charging, 2 hours of talk time...Which slogan is good? Think about it. Brand endorsement: It can bring more trust to the brand and strengthen the stable relationship between consumers and brands, such as the company's brand, the company's scientific and technological strength, technology, cooperative institutions, etc. The last and most advanced are brand vision and brand beliefs. A great brand is to create a dream for consumers and make them work hard for it. Even if this dream cannot be achieved, it doesn't matter. The "distance from reality to dream" is the space for them to work hard. Sometimes, this space and distance is not the best if it is reached, and it may not be a bad thing if it can never be reached. Vision Mission Values ??Driven Marketing Driven and Values ??Driven 1. Xiaomi: Vision: Let everyone enjoy the fun of technology/make friends with users and be the coolest thing in users’ minds Company Mission: Always insist on making good products that touch people’s hearts and are priced kindly Values: sincerity and love 2. Alibaba Vision: Live for 102 years Mission: Make it easy to do business in the world Values: We adhere to the principle of "customers first, employees second, shareholders third"/Alibaba's Six Meridians Sword (Performance Six values ??in management) 3. Huawei’s vision: Enrich people’s communication and life Mission: Focus on the challenges and pressures that customers are concerned about, provide competitive communication solutions and services, and continue to create the greatest value for customers Values: Hard work, Self-criticism, openness and enterprising, sincerity and trustworthiness, teamwork, customer success 4. Tencent’s vision: to become the most respected Internet company Mission: Internet services improve the quality of human life Values: integrity, enterprising, cooperation, innovation 5. Baidu’s vision: to become Mission of a world-renowned search service provider: Let people obtain information in the most equal and convenient way and find what they want/Use technology to make the complex world simpler Values: Simple and dependable 6. Lenovo's vision: Lenovo of high technology, Lenovo of service, internationalization Lenovo’s mission: Strive for the benefit of customers Innovation values: Customer success, entrepreneurship and innovation, precision and truth-seeking, integrity and integrity 7. Vanke’s vision: Become a continuous leader in China’s real estate industry Mission: Let buildings praise life values: Create a healthy and abundant life 8. Deep Zhi Precision Marketing Vision: To become China's leading Internet precision marketing planning and operation organization Mission: Use Internet precision marketing to change Chinese corporate and brand values: Grow up with customers ***, help customers achieve double growth in brand and performance/rank first in effectiveness, How does putting customers first build a strong brand with faith? Two methods, the first: "outside-in" strategic construction; the second, "inside-out" brand communication. This is also the way to build brands in the Internet era. Build from the outside in. It is to fully understand the pain points and itches of consumers. Pain points are naturally perceived by consumers and can be met at the physical product level. Pain points are easier to discover and satisfy. But consumers not only need products to meet their physical needs, but also need to satisfy their psychological needs, that is, the spiritual level. Experience and satisfaction are also consumers’ inner desires. For example, buying a luxury bag is not only about quality, workmanship, and style, but also about satisfying the inner spiritual needs and desires of "extraordinary things for ordinary people." Communication from the inside out. Communication from the inside out is based on the characteristics of mobile Internet. It first mobilizes all internal resources of the enterprise to form a good communication atmosphere. You have to first think it is good. Things that you think are bad will have no communication effect. First focus on a small group to form word-of-mouth, that is, let these people become fans of the brand and products, let them become word-of-mouth communicators and spokespersons to influence their circles, and continuously expand the influence of the brand and products. Traditional brand communication, on the contrary, requires broad visibility first, and then gradually shrinks the circle of encirclement to find precise groups of people. It's not that it's impossible to do this, but it's very costly. "Half of the advertising expenses are wasted." This is the truth.

The communication path from the inside out is: first, word-of-mouth, forming an inner layer of fans, then fans influencing the circle to form a communication effect, and finally forming widespread popularity and becoming a brand that consumers love and have good experience and reputation. Brand is a shaping process based on ideas, tools and methods. Third, guide product development. In fact, there is only one thing in all things, which is to carry out relevant work under the guidance of the brand strategy. The same goes for products, product development is carried out under the brand strategy. You say I talk about theory, but now I will give you another classic case of my operation. A company in Guangdong that makes high-end guardrails had a vague brand positioning and disorganized products. Guardrails are the leading product, but senior management believes that guardrails are not as important to customers and consumers as gates, so they decide to mainly promote villas... high-end guardrails. The market focus, especially the focus of agents, is on materials, such as aluminum art, They set themselves on materials such as iron art and zinc steel. After careful interviews and external investigations, we suggested that the customer focus on high-end guardrails, and combined the customer's advantages, consumers and competition conditions, we positioned ourselves as a "high-end art guardrail designer". The reason is very simple. The market is in a period of rapid development, the industry concentration is not high, and there are not many large companies. Your main advantage may still be high-end guardrails in the next few years, or even more than ten years. Just because you are the first guardrail does not mean that you will not be the best. Fuck the categories and products. Then, the product is transformed according to the two dimensions of high-end art and designers, mainly planning according to the type of architectural art style. The architectural style of villas can be divided into four categories: classical, Chinese style, new Chinese style, and pastoral. Art, traditional culture and Western culture are combined, and the development is mainly based on traditional auspicious culture. The top product series is the Art Master series. Fourth, channel development and a complete set of play models, strategies, policies, and standardization. Let’s use the above case to illustrate. Brand marketing actually only involves one thing. After the brand strategy is determined, the experience store is renovated. The original name was XX Home Furnishing Experience Store. In fact, it was very vague, ambiguous, and difficult to understand. Under the guidance of the brand strategy, we redefined and innovated the category and defined it as: Railing Art - the Art of Railing! All strategies, presentations, decorations and product mix are centered around art and design. Fifth, dissemination. Accurate, effective and transformative. Since it is art and a designer of high-end art guardrails, finding a foreign person with a similar temperament to Steve Jobs, who values ??both art and wisdom but is not famous, to endorse it is a bit like the endorsement of "Mousse". The new strategy and investment conference with the theme of "Art inspires the future?, Marketing the world" was a great success. Agents and media both exclaimed, can guardrails still be played like this? It has played a very good and precise role in communication, being different and exceeding expectations. Sixth, team training, changing thinking and concepts, and strengthening execution. Towards the end, I have to talk about the team. The team of this enterprise network has first-class execution capabilities and is also the key to ensuring the implementation of the project. Don’t always say, why is the plan not implemented? Implementation needs to start from within, with Party A as the main body of execution. As long as Party B’s strategy is in place, it cooperates with Party A and guides the implementation. Consulting and planning are still think tanks and consultants after all. It may be carried out on behalf of others, taking over the host's role. In other words, Party A must first have a corresponding cooperation mechanism and a connected organizational structure, and then a strong execution team. I feel that this project can achieve such results, and I am really grateful to such a strong and quick-reflecting team. All the plans we made were implemented at a speed beyond our imagination. It is so ruthless that it is difficult not to succeed! Finally, I would like to reiterate: First of all, brand marketing is not simply "brand + marketing". Brand marketing is the overall strategic marketing of the enterprise with the brand as the core after determining the brand strategy. It is not separated into two parts: brand and marketing. It is created by the overall marketing system of the enterprise under the leadership of brand. Secondly, brand marketing is not what many entrepreneurs think: first make the brand, then make the product, and then do design, channels, and communication... In fact, brand marketing is the above systematic thinking under the guidance of brand strategy. As a whole, we actually only did one big thing. Not to mention, a brand is a design, a package, a CI (MI, BI, VI) or a promotion activity.

Thirdly, brand marketing not only solves the problem of short-term sales positioning of products, but also solves the problem of best-selling, best-selling and high-priced sales of brands and products based on the long-term! This sharing can be regarded as brand marketing science popularization. If you think it is very good, please forward and rebroadcast it! Contribute to Chinese enterprises, and your and my greatest wishes will come true for ourselves and for others! Viewpoint: Jiang Jun, the founder and CEO of Zhizhi Precision Marketing, is recruiting members for the Internet marketing course. He will share his voice every week. Please send a private message to register; the headline voice column and video column have been opened. Provide precise Internet marketing planning and operations, brand IP construction, scenario-based product planning, Internet business model design, marketing operations, resource introduction and project implementation to quickly achieve sales conversion.