As the head variety of domestic music, "Summer of the Band" not only allows fans to enjoy a lot of treasure music, but also gains interesting souls in the skins of these musicians, and also allows the "band" with a small scale and a strong sense of circle to constantly break the circle and maximize contact and influence with the general public. Those bands that have been to Lexia have gained a lot of diehard fans besides their fame, which can be seen from the fact that tickets for many music festivals are losing every second.
Why can Summer of the Band stand out from the crowded entertainment variety track?
From the popularization of Yadong's music, to the whole-hearted performance of various bands, and then to the talk show "I am a band host", we can all know that a band has grown up to this day, just like a family, a group, and even a company, because it has the right time and the right place, but the most crucial reason for it to come today is harmony with people.
The so-called harmony between people is to make the band develop better, let each member release their charm to the maximum extent, and at the same time cooperate with each other to produce brand effect, and even form IP at the team level. Dada and Joyside, bands that returned after dissolution, like a company and a team, need to find their own precise positioning like corporate brand positioning. The lead singer/captain is like the soul of a brand or IP. Need to be fresh, have their own highlights, have a sense of topic, the brand can stand.
Today, we chose three bands. Although their styles are different, the thinking and experience about their own positioning behind their success can also be used in the positioning of many corporate brands.
Five people: the soil is the tide to the extreme.
Five people are the most out-of-band this summer and the biggest dark horse in Lexia. This summer, fans are busy catching five people again and again, which shows their high popularity. The five overjoyed people are very popular, which is the source of their high popularity and their differentiated advantage from other bands.
Based on this background, five people have a clear understanding and positioning of themselves. In the interview, the host asked five people, what is the biggest feature of music? PeopleSoft itself said: decontamination is good. This is an accurate exposition of the brand positioning of the five people: local but not vulgar-going deep into the corner of life, but describing life is interesting; There is also an allusion to the times and an aesthetic feeling of modern life.
Five people's "rustic but not vulgar" is not an empty eye-catching slogan, but is supported by a lot of music. Just like a brand, its support is the core product. Without core products, brands will become passive water, and marketing alone will soon be dumped. The five adaptations of The Last Dance, as PeopleSoft said, sang the superposition effect of Wu Bai, and made the best annotation of "local but not vulgar" with specific works.
In addition to music, the five people's peripheral products are also designed from the brand positioning, which is very consistent with their "local but not vulgar" temperament and further strengthens the audience's unique impression on them.
In particular, the red plastic bag LOGO of five people is completely in line with their own temperament. A red plastic bag, floating in the wind, like their music, brought its own fireworks from the life of the city. No designer dares to use plastic bags as LOGO elements, but five people dare to use them. Eye-catching red has visual impact in all kinds of background colors. Plastic bags are closely related to everyone's life and easily lead to association.
Five people remind me of "hometown chicken". In fact, this brand has more than 800 direct stores all over the country, but it has never been a "big name" in marketing, but it has always been very grounded. This year, the marketing of hometown chicken is also remarkable, from a press conference in 200 yuan to # Yun-peng Yue Hometown Chicken Poster #, which has a strong earthy flavor. People really play with one voice. This rustic game of hometown chicken can do great things, making the marketing circles of KFC and McDonald's next door look like they have the capital to "convince".
Establish a chicken nest on hot search and complete brand notification to users in first-and second-tier cities; Let the masses speak for George W. Pinkley from a distance on the Weibo and make various expression packs. After a series of effortless operations, Laoxiang Chicken turned a domestic catering brand into an IP.
"The soil is the tide to the extreme" means that the chicken in my hometown dares to fight, and five people dare to fight. For brands and enterprises, find their own advantages and positioning, choose the gameplay that suits their brand temperament, and dare to fight and win.
Trojans: not just face value
Trojan Horse Band is known as "the lowest-key band in China". I have experienced the ups and downs of the rock circle, and my experiences and feelings are all in the lyrics. Low-key aesthetic style, infectious stage, the lead singer with the most hats ... Trojan Horse Band left a deep impression on the audience in many aspects.
But what impressed the audience the most, perhaps the most influential, was the lead singer Xie Qiang and his face! A band is like a brand or a product. In this era of "face value is justice", if it is right at first glance, it is half the battle. The audience fell in love with Xie Qiang the first time they saw him, and the Trojan horse band had a successful foundation.
However, the most important reason for the success of Trojans is that they are not lost because of their early fame, but constantly shape and export their own unique value. As a band founded in 1998, Trojan Horse Band is older than many young fans. But in Xie Qiang, the lead singer, you may see the vicissitudes of life left by the years, but you can't see a trace of middle-aged people's greasy, which is why many young people are still fascinated by this "uncle".
The road of music is like sailing against the current. If you don't advance, you will retreat. So is the road of marketing. This band reminds me of the brand "Xicha", which has been constantly trying and breaking through, and finally grew from an online celebrity brand to the first brand in the milk tea market.
Xicha became famous young, but it didn't stagnate after it became famous. What does a brand need to do after it has a certain popularity? Incubate more sub-brands? Expand market influence? Xicha has done very well in these two aspects.
On the one hand, Xicha has sunk to a broader market through sub-brands. In April this year, the first sub-brand "Xiao Xi Tea" was opened, and the single product was priced at 6 yuan-15 yuan, forming a brand matrix with Xicha, covering more consumers. On the other hand, Xicha has continuously expanded its brand influence boundary through frequent cross-border joint names. Not long ago, Xicha x adidas Originals co-branded shoes were released, inspired by Xicha Star drinking "succulent grapes". From tea to sports shoes, it can be said that it is a big step in tea marketing, which expands the boundaries for marketing and brings brand discourse power.
In brand marketing, cross-border joint marketing is a very conventional marketing game. For both sides, the first is to learn from each other and reach consumers in different circles through cross-border; Secondly, the two sides jointly create topics to gain more popularity and explore more opportunities for brand exposure and communication with consumers.
Lexia's current cooperation and competition is like cross-border joint marketing. Whether it's with the promotion band or phreak, both sides strive to achieve the effect that one plus one is greater than two. In order to stimulate their potential and create multiple effects, they need to have strong basic strength and the ability to stimulate each other.
About TROS: Believe in "muscle", but don't believe in inspiration.
If five people bring their own fireworks, and the Trojan horse band is as beautiful as a poet, then the remolded performance may subvert your emotional impression of music and the band.
Because the remodeling is so stable, their live performance is as stable as copying and pasting. They don't have the dry atmosphere of other bands, but they always make the audience shout "awesome" after listening. After reshaping the adaptation performance of A Voice of Love, even Zhang Wei commented: I thought you had something to do. After listening to your song, I think you should do it anyway.
This stable source, which has been at its peak and never slipped, is the ultimate polishing of its own music and performance in daily practice. Just like the lead singer Huadong said, "I don't believe in inspiration", it's all about muscle memory. The reward of this ultimate pursuit is that the remolded good music will never be without an audience. As Hua said, "Remodeled music is not chosen by the audience, but by the audience."
Remodeling the marketing package is not gaudy, but only winning the audience with the ultimate music, which reminds me of the Japanese "sushi god", Jiro Ono, who is over 90 years old. He is the oldest Michelin-starred chef in the world and has been honing his skills all his life. Even the selected stars will stick to their own principles, and will not open appointments for ordinary guests, but only for regular customers.
Rebuilding the similarities with Jiro Ono shows that a niche brand needs to focus on its own products and serve people with the same temperament, and its reputation is just a cloud.
Brand has three basic functions: awareness, premium and credit endorsement. Brand premium is what we often call brand added value, which is the value that all brands expect to get beyond products in the long-term construction. Every brand wants to bring a high premium to its products, but the brand premium depends on consumers' sense of value for the brand. Only when a brand completes its products and services in the spirit of Excellence can it finally bring a high brand premium.
Nike exploded again last week, this time it was not shoes or clothes, but bows.
A bow with a price tag of 169 yuan has been sold out in the official store, and now it can be bought in other channels of Taobao. A small ornament has nothing to do with other bows of several dollars, but a LOGO. Can you fly with such an expensive bow? Hmm ~ maybe the added value of the brand can make my heart fly.
Halfway through the "Le Xia 2" competition, lively bands constantly use their works to strengthen the audience's unique impression on them. Brands can also learn a lot from their popularity-the popularity of each band is no accident. Only by finding your own advantages and positioning, and constantly building your own core competitiveness from this point, can you gain the recognition of the audience. What Internet thinking and marketing strategies are just icing on the cake.