Personally, I think this is a false proposition, because brand managers can never think like the boss, unless the brand manager has become the boss! Since it is a theme of the 4th China Brand Festival·China Brand Managers Annual Meeting, I would like to personally talk about my own insights - "Establish a belief, reflect on four states, and generate four powers." Establishing a belief means establishing our Creating a brand is from the heart, from the inside out, and naturally to solve a certain problem of some people, create value for them, and make them happier. This is the soul of our brand! Reflect on the four states - awe, piety, surrender, enjoyment 1. Awe - are we in awe of the industry and industry we choose, especially the customers we choose? Be cautious, walking on thin ice, always worried that your products and services are not good enough in some areas, and cannot solve problems for customers better, so you constantly reflect, summarize, and improve. 2. Be pious - you are passionate about your choice Are your industries, industries, and businesses pious? Be customer-centered from the bottom of your heart, be honest and trustworthy to the industry, customers and society, and stick to your commitments 3. Give it all - Have you given yourself wholeheartedly to the industry and customers of your choice? What does a person gain from what he gives himself to? How much will you gain when you give in? Do we devote ourselves wholeheartedly to customers, carefully understand their problems, listen to their voices, and gain insight into their spiritual world? 4. Enjoyment - Do you persist in the industry, enterprise and brand you have chosen? Or take pleasure in suffering? Or do you love it from the bottom of your heart and enjoy it wholeheartedly? Only when you enjoy all of this will you have the power to innovate and the inspiration to create! Generate four powers - 1. Insight - human heart, human nature 2. Thinking - who are we for? What problem is solved? What solutions and products should be used to solve it? In this process, what are our differences and advantages over our competitors? What impression do we give them? 3. Decision-making ability - make decisions and make choices when doing something or not. Because the brand exists in the hearts of consumers, not in the hands of enterprises. Enterprises possess the huge energy and intangible assets of the brand through trademark registration and brand building. Therefore, the brand comes from the minds of consumers and returns to the minds of consumers. 4. Mobility - We must adhere to brand beliefs and brand core values ??for decades, like a drop of water piercing a stone; and implement them consistently to various levels of brand performance such as brand concept, brand actions, and brand vision. In this way, we Only then can we think about the strategic issue of brand as an enterprise from the height, angle and breadth of the boss.