In the traditional concept, it takes many years to build a brand. Judging from the past facts, it seems to be true. Tide and Crest of Procter & Gamble have a history of forty or fifty years. However, if we focus on today's technology enterprises, we will come to an opposite conclusion. The emergence of Yahoo is only a matter of recent years, but the brand has been firmly established now. Other companies, such as Time Online, Electronic Bay, Microsoft, and Amazon, which have entered the world's top 5 companies, have entered the top 5 companies in the past. No matter how many decades they have to struggle, they will have to invest more than one billion dollars in advertisements if their international popularity is low. However, many of the above companies almost paid a penny for advertising, and some quickly entered the top 5 in just a few years. These are only possible in the IT era. It can be said that at present, overnight fame is not an illusion. In 1995, Sony made a major decision to enter the personal computer market. The time is set for the first half of 1996. Prior to this, Sony did not make a detailed study of this plan, but only a concept. In just a few months, Sony's researchers and decision-makers are running fast. Although the market environment is changing rapidly and the software upgrade is developing constantly, Sony has pushed its products to new markets at the fastest speed! It only took more than half a year from the beginning of brewing to product design and production until it was finally put on the market! The brand Sony Computer was established in a very short time.

with the improvement of productivity, the production speed of products has reached an amazing level. If a brand operates well, it is very likely to become a well-known brand in a short time. A few years ago, it took a branch of Motorola 1 days to produce a new radio, but now it only takes 2 minutes to produce a special radio according to the needs of consumers, and it provides 5 varieties of colors.

As people mentioned, the rapid development of communication technology makes the dissemination of information very simple and fast. Consumers can get the information they need at once with a click on the keyboard. This provides the possibility for the rapid establishment of the brand. In fact, rapid decision-making, integration between departments, successful public relations activities and so on are all aimed at enabling enterprises to quickly establish their own brands. Rongsheng refrigerator was not famous originally, and its factory was only a small township factory. Now Rongsheng is a famous brand in China's refrigerator industry. It took only a few years for TCL Ace Color TV in Huizhou, Guangdong Province to get into the top five in the color TV industry. In a mature market environment, a shrewd producer should be like this: always take the consumer as the center, and the producer will produce whatever the consumer needs. Gone are the days when consumers could only be passive. The rapid establishment of a brand will bring rich returns. With the rapid development of science and technology, the dissemination of information is accelerated, and consumers have more room to choose information. They can easily get in touch with various media and make choices among various product information. In particular, the emergence of the Internet has brought them countless cheap information resources. In the mid-199s, the Internet began to be widely used in the world, and now it has become an indispensable part of many people's lives. Consumers have more power to influence brand forging. Producers can no longer only build brands according to their own wishes, but must fully consider the needs of consumers. The emergence of a large number of information makes consumers' needs change, which requires producers to shorten the process of brand building and quickly establish their own brands before consumers' interests change. The spread of consumer information has accelerated the change of consumer demand-the shortening of the process of brand formation.

today, the homogeneity of products is becoming more and more obvious. To establish a good image in consumers' minds, the first method is to strengthen the speed of product improvement. If the product is improved, the difference will be great and people's attention will be attracted. So producers gradually turn their attention to consumers, and build brand strategy with this as the center. They have established a closer and cordial relationship with consumers. The concept now is no longer "what I produce", but "what customers need". For the shaping of a new brand, we can adopt a method of putting ourselves in the shoes, that is, when the product has just been put on the market, the brand designer can imagine himself as a consumer in the market, and then look at the product that is about to be forged into a brand with a pure consumer's eye. To establish a new brand quickly, marketers must shorten the planning and execution time. The market environment is changing all the time. If it is difficult for an enterprise to respond in time, it will be preempted by others. Just-in-time management invented by the Japanese is a contingency plan to adapt to market competition. In the production process of enterprises, the most common situation is to store a large number of materials in warehouses for standby, but this will consume a lot of inventory space and expenses, which will bring inconvenience to production, while the Japanese have completely changed this way. Their approach is that the parts provided by the previous process are exactly the amount needed by the next process. In this way, the inventory cost is greatly reduced.

Speed is very important. In the process of brand forging, brand project leaders should try their best to make everyone in the company understand the future image and overall concept of "new brand". The establishment of a new brand, the external reaction is of course important, but first of all, we should build an environment conducive to brand establishment internally. Enterprises that can introduce new products to the market at the leading speed in the industry will have absolute competitive advantages. The speed of technological innovation is getting faster and faster, and the life cycle of products is getting shorter and shorter. In order to make efficient use of investment and get quick returns, it is an effective way for enterprises to quickly introduce products that meet customers' needs to the market. Future market leaders will be those enterprises that can quickly understand the market demand. These enterprises can manufacture a variety of products on the production line, create high-profit and short-time production processes, and quickly realize the transfer of production lines. As President Saito of Toshiba said, "Customers want to have a choice. Whether it's a TV set or a washing machine, they want to buy what they really want. Therefore, we need diversified and small-batch production, not mass production. "

in the past, it usually took three to five years to develop a new product, and every link was indispensable, from the feasibility study before development to the trial production of the product to its final launch on the market, and every link required a certain amount of time. People used to think that this way could not be changed, but now the situation is completely different. Nowadays, the speed of product change is very fast, especially in the computer industry, a new product is developed almost every six months. In 1998, the 586 computer was still the most advanced, and in 2, it was extremely backward. This requires enterprises to build brands quickly, otherwise it will be difficult to keep up with the pace of market competition. In today's increasingly fierce competition, the product development cycle has been repeatedly compressed, and the speed of market operation is obviously accelerated. As you can imagine, when Honda's cycle of developing new products is reduced to one year, Ford will never be indifferent.

in the past, a product had to be fully demonstrated, investigated and finally perfected when it was put into the market, but now, this way has changed. In order to seize the market opportunity, some enterprises with strong development ability often push some products that are not finally perfect to the market, and then constantly revise and update them according to the feedback information from the market. This is more obvious in the mobile phone market. Every new product is launched in a very short time, and this kind of product can only meet the temporary needs of consumers. Therefore, there are very few products whose life exceeds two years. Producers understand that unchanging will only make them passive. The new brand strategy requires a positive response to the tense market environment. The speed of entering the market often determines the result of competition, and slow response can only be ruthlessly eliminated.

Beijing Yanjing Beer Group Company has a history of only 16 years, and it is very young, but it is already one of the largest beer producers in China, and its output has surpassed that of Tsingtao Beer. How did it achieve this leap? Maybe we can get some enlightenment from its trademark registration. In 1988, enterprises applied to the State Administration for Industry and Commerce for trademark registration according to the national policy, but they found that someone had registered the "Yanjing" trademark in the beverage category. They learned that the other party was a school-run enterprise in Tongxian County, Beijing through the inquiry of the Industrial and Commercial Bureau, so they hurried to negotiate. The other party offered 3, yuan, and Li Fucheng, the general manager of the company, immediately bought the trademark "Yanjing" without hesitation. A strong sense of trademark laid the foundation for Yanjing to become a well-known trademark in China in the future. The rapid response of business leaders has shortened the process of brand growth.

to establish your own brand quickly, extensive cooperation is also necessary. It may take a long time and a lot of investment for a brand to develop independently, but if it develops jointly with other brands, it will form a complementary advantage and rolling effect, which will greatly shorten the development process of the brand.

The gradual popularization of the Internet makes online transactions possible. At the same time, because products will change to meet the needs of customers, it is impossible to establish relationships with customers by relying on the products themselves. At this time, the brand can play this role. In other words, the formation of products may change, but the brand will be firmly established in the minds of customers. In the process of brand building, communication and cooperation between departments will become a very important factor. To establish a brand quickly, it is necessary to ensure that each team involved in the project fully understands the progress of the whole project and the progress of their own project. At the same time, they are required to constantly adjust their personnel and keep close contact with other groups. The Internet provides us with a very good working environment. We can easily discuss a certain issue without lengthy meetings and complicated organizational work.

because the time for products to enter the market has been greatly shortened, all departments must operate quickly. The production cycle of products is also constantly shortening. Consumers are increasingly sensitive to product changes. This invisibly increases the difficulty of building a brand.

the traditional huge and complicated company organization is an obstacle to the rapid construction of the brand. Bureaucracy can only make employees talk more and work less. A new management system is coming out, and only in the new management system can a brand shorten its growth process.

Efficient operation mode includes quick decision-making and communication, and high flexibility. Although the massive storage of information provides sufficient basis for decision-making, it also increases the difficulty of decision-making. Decision-makers must have the ability to act decisively and respond quickly. Sometimes, we can't rely on strict logic to make decisions, but only rely on our own business intuition. The market changes very quickly, and people can't think more. When a business plan is still under discussion, the objective situation may have changed completely. Intel decided to change its products from memory chips to central processing units, and there is not enough evidence to show that their decision is correct. They rely on a business intuition. But later results proved that they were on the right track.

communication between departments and employees is one of the necessary conditions for the rapid operation of enterprises. Effective communication will reduce the links in the process of information transmission, and the rapid construction of brand can not be separated from effective communication.

Flexibility is a flexible ability, which requires people to adjust their plans and formulate new strategies in time. In the process of building a brand, there will be many unexpected situations. If you follow the routine blindly, you may waste a lot of time. If an enterprise has its own products that others can't compare with, it will become easier to build a brand quickly. The reason why Southern Pharmaceutical Factory can be famous all over the country in just a few years is related to its fist product "Sanjiu Weitai". "Sanjiu Weitai" is the first fist product developed and produced by Southern Pharmaceutical Factory. It is a high-tech product for the treatment of chronic gastritis, which was developed by more than a dozen experts and professors from the First Military Medical University and more than a hundred scientific research workers. It took more than ten years of painstaking efforts and cost millions of yuan. Because "Sanjiu Weitai" has a good curative effect, it has been greatly welcomed by consumers since it was put into the market. Southern pharmaceutical factory seized the opportunity to increase investment to form large-scale production, so that product production can keep up with the needs of sales in time. At the same time, they introduced advanced management mode and established a scientific and strict management system. Successful operation has made the brand "Sanjiu Weitai" firmly stand in the market and quickly become a famous brand.

The goods sold by Shanghai Hengyuanxiang Wool Company before 199s were all other people's brands. After entering the 199s, the market competition has become increasingly fierce, so enterprises have embarked on a new road of creating their own brands. Hengyuanxiang was founded in 1927 with a long history, so the company took advantage of this and registered the trademarks of Hengyuanxiang and Xiaodong. "Hengyuanxiang". "Xiaonan" has formed the differentiated advantages of these two brands with its high quality. After the initial success of these two brands, Hengyuanxiang Company used the brand effect of "Hengyuanxiang" to establish an economic alliance with five large-scale wool factories with advanced equipment, which made the production capacity of the enterprise grow rapidly. After the establishment of the consortium, the company changed from a single retail operation to a wholesale and retail operation and the management of the consortium. Through the consortium, the company established the wholesale and sales outlets of "Hengyuanxiang" brand and "Xiaodong" brand wool throughout the country, and expanded its market share. The two brands "Hengyuanxiang" and "Xiaodong" have not experienced the normal development process, which is a typical example of brand crash. In this era of so-called "attention" economy, the general concept has long failed to attract the public's interest and attention. Only by extracting the "nuclear theme" closely related to one's own brand from the social environment and market factors, and packaging, speculating, spreading and copying it, can it spread all over the world quickly.

In today's media war, the "crash" of any brand can't be separated from the communication of the media, so how to comprehensively use the media and communication has become a key to the brand leap. In China, sometimes an article and a concept are promoted over ten million times, which depends on the ability to control and operate the media. Brand leap can not be separated from media communication. The sudden change of communication is not only the nuclear fission of "theme", but also the integrated operation of the media. If the two operations are well coordinated, they can complement each other. Otherwise, unless there is a particularly good "theme", it is still difficult to make the media self-fission.

it should also be pointed out that whether the brand can make a "leap" and whether the marketing can make a "blowout" has a "degree". Only in this state, a slight fluctuation may cause a "qualitative" leap of the brand. Otherwise, if you want to make your brand a blockbuster and soar, you will only be wishful thinking!