1. Strengthen brand awareness and occupy users' minds. Ellis, known as the "father of positioning", has a famous saying: "Marketing is not a product dispute, but a cognitive dispute."
Telunsu has been positioned in the high-end milk market since its birth, and its product quality and temperament are in line with the "high-end" brand positioning. It not only created a precedent for high-end milk in china dairy, but also took the phrase "not all milk is called Telunsu" as a highly concentrated brand concept, which successfully opened the cognitive distance with other brands.
2. Compared with exporting the core selling points of products, building brand value with stories can export brand value and convey brand ideas through storytelling content, which makes it easier for consumers to produce * * * sounds and emotional links.
In the May 4th blockbuster "Better Youth", the two brothers misunderstood each other, got acquainted after being awakened by their father, and finally reached a settlement. First, conflict is used to catch the audience's attention, and then Telunsu's brand concept of "better" is introduced: it is a better youth for my brother to become a business elite, and it is also a better youth for my brother to pursue his dreams bravely. Wrap the brand concept in the story, so that consumers can recognize the brand values in empathy.
3. The value of the spokesperson fits the "high-end" of Telunsu and is also reflected in its spokesperson. From 20 16, Chen, Jin Dong, Allen and Jackson Yee joined Telunsu in turn, from powerful actors to high-quality idols, which fully ensured the high degree of compatibility between the star's personal characteristics and brand value, and showed "exquisiteness" and "nobility".
The combination of values can make the brand and spokesperson accurately connect, produce the characteristics of communication identity, and effectively establish and strengthen the unique position of the brand in the hearts of consumers.
4. Product packaging is an ingenious and innovative "dream cover"
In 20 18, Telunsu organic milk was the first to introduce the "dream cover" packaging, and in 20 19, Telunsu series products upgraded the dream cover. The upgrade of Dream Cover has changed the traditional drinking form of straw in the milk industry, broken the limitation that it is not easy to carry after opening, provided consumers with a more diversified drinking experience, completed the second definition of high-end milk with innovative standards, and opened a brand-new nutrition era.
Integrate into traditional culture
In the Mid-Autumn Festival, Telunsu combined the three traditional IP technologies of "the Goddess Chang'e flying to the moon", "Jade Rabbit" and "Tang Wang You Yue" with intangible skills, and launched the creative packaging of pure milk. Combining the traditional auspicious animals in China and the art of paper-cutting engraving, the cereal milk series has launched four high-value packages, namely "Guo Yan has no worries", "Enjoy fish", "Xianhe youth" and "Magpie has you", which endows the products with deeper cultural connotations.
The essence of brand is a kind of cognitive efficiency of consumers, and it is also a dynamic pool of consumers, accumulating cognitive assets for a long time. Therefore, the shaping of brand image and brand value can keep the brand competitive in the market for a long time. At this point, Telunsu's "high-end" marketing style is worth learning.