A lot of people use terminology these days, but there are very few people who really understand people and use them in practical work to make great achievements. As the saying goes, many people talk about it, but only few people know it. Those who are well versed in its management methods, Even fewer.

In the author’s mind, senior Ye Maozhong, who has passed away, was considered down-to-earth. Conflict theory was used more often in the cases he did in his life. I admire him!

Even so, everyone is looking forward to it. What is this? Definitely branding, arguably the most powerful business tool since the dawn of the spreadsheet. In this book, I seek to present a high-level view of branding: what it is (is not), why it (doesn’t) work, and most importantly, how to cross the line between thinking logically and creatively. magic to create a sustainable competitive advantage.

While most books on branding provide an exhaustive (and sometimes exhausting) series of cases and studies to support their authors’ arguments, here I’ve taken the opposite tack. By providing the minimum necessary information and using conference room shorthand such as illustrations, diagrams, and summaries, I hope to bring several branding concepts into focus for you. Your time is valuable, so my first goal is to give you a book you can read on a short flight; my second goal is to give you powerful information that you can continue to apply throughout your career. implementation principles.

Highlights:

Many people say it, but few know the bottom line

What others say is too complicated. I know your time is valuable, so I only pick the finer ones. Say

A logo is just a symbol of a brand. A brand is a person's intuition about a product, service, or company. Let me add here: Brand is an intangible asset that brings premium and added value to the owner. It distinguishes the corporate philosophy to be conveyed between different competitors through names, terms, symbols, marks or designs and their combinations. , the source of added value comes from the impression of the brand in consumers' minds;

The focus of marketing has changed from function to benefit, then to "experience" and finally to "community identity"

Differentiation – Our visual system is concerned with aesthetics, the study of beauty. Vision and branding are both about perceived differences. Additionally, aesthetics and branding concerns are similar. When we find a new product, packaging, or page layout that makes clever use of contrast—not just in its design, but in its concept—we find it aesthetically pleasing. We love it.

Conventional wisdom holds that design has four possible goals: identify, inform, entertain, or persuade. But after brand marketing, there is a fifth one: differentiation. The first four are tactical, and the fifth is strategic, with its roots in aesthetics—a powerful combination of logical reasoning and the stroke of genius.

In the 1960s, Marshall McLuhan envisioned a world in which technology was so interconnected that past distinctions would disappear and be replaced by vast "Global village".

Brand guru David Aaker likens cultivating a brand to managing a timber reserve: Plant new trees for future profits, and cut down old trees for today's profits.

Management guru Peter Drucker insisted that the most important transformation in today's enterprises is from "ownership" to "partnership" and from "individual tasks" to "collaboration." He believes that a successful company is not a company with the most smart people, but a company that coordinates the cooperation of the most smart people.

It is creative genius, not logical reasoning, that ignites customer enthusiasm.

7 criteria for a good name:

(1) Distinction. Does it stand out from the crowd, especially from other names in its category? Is it easily discernible in everyday texts and speech? The best brand names have the properties of proper nouns.

(2) Simplicity.

Is it short enough to remember and use? Can it avoid being reduced to some sort of epithet? Long multi-byte names will be quickly shortened to uncommunicative acronyms.

(3) Appropriateness. Is it a reasonable match with the actual business? If it works the same or better for another actual business, then keep looking.

(4) Simple spelling and pronunciation. Can most people spell it out after hearing it? Can they read the text accurately once they see it? A name shouldn't be a spelling test or make people feel ignorant.

(5) Favorability. Will people like using this name? Names that are exciting in people's minds, or names that have a good sense of language and are catchy, have a first-mover advantage over names that do not have this characteristic.

(6) Extensibility. Does it have "legs"? Does it help people understand better visually, or allow you to execute creatively during brand marketing implementation? A great name provides endless opportunities for brand presentation.

(7) Protective. Can it be used as a trademark? Can it be used online? While many names can be registered, some are more defensive than others, making them safer and more valuable in the long run.

Brand terminology:

Chief Brand Officer (CBO): The company’s chief brand officer, responsible for integrating the brand community. |See brand community