This little book should be an introductory book for people who make brands, because it tells a very, very simple truth: positioning is the soul of brands, and positioning is the competitive difference in brand promise.

Later, at work, I talked with customers about what is "brand positioning" countless times. Many people regard product positioning (such as "A-class mid-range sedan with coupe style") as brand positioning, and more people regard brand slogan as brand positioning (without giving examples). In fact, the essence of brand positioning-competition difference has not been obtained.

The principle of positioning is the rationalization of the brand, but the real value and strength of the brand comes from the definition of emotion, which is the thought that international advertising companies (once the mainstream discourse masters of the brand) rely on to survive. There are two books written by 4A Big Coffee Company, which can be read: LoveMark talks about the emotional connection between consumers and brands, and Brand Senses talks about brands creating a "five-sense experience" for consumers.

2. Brand is the driving force of enterprise's competitive advantage in the new value economy.

Several charts about "a brand strategy" in this book have been used by corporate brand planning projects over the years.

Finally, I send you a famous saying: "But the most important thing is to read a lot of books on business, society, culture, history and science. And become a saint, or at least a knowledgeable person. " You know that the level of brand communicators is determined by knowledge, not by knowledge and skills. "For reference.