1. Assume that there are no stable things in the world where your brand exists. Everything is changing. Your brand's relative position and visibility won't be the same every day. So your brand management should be based on constant change.

——Heraclitus

2. Strictly question everything related to the brand. Don't take anything for granted. Always understand things on a deeper level. Don’t compromise with something that doesn’t feel like “truth.”

——Su Ke Ladi

3. Your brand should have two essences. On one level, its apparent nature is a process of constant change - otherwise it would not "flow". At a deeper level, brands need lasting value. This value is “behind” the surface characteristics of the brand.

——Plato

4. Always ask what the role of the brand is - how to make it better displayed in the market or similar products? Unless this brand The product has an obvious function, otherwise consumers will quickly dislike the brand. Remember, you must use this question to question all of your brand's advertising statements—unless your goal is to remove the brand from its core position in the market or category.

——Aristotle

5. You must not relax before you understand the basic ("determined") core of the brand. This basic core is closely connected with consumers. This means getting into the consumer’s mind and understanding their deepest motivations and thought processes. Once this is clear, brand development should be carried out rationally and logically around this core.

——Descartes

6. Spinoza believed that the tangible assets of a brand and its overall concept in the minds of consumers should not be separated. For example, your innovation strategy and communication strategy must be clearly integrated. Leibniz allows us to distinguish between the undoubted truth about brands and our own subjective assumptions. Any statement about a brand that needs to be proven should be constantly substantiated in order for the current reality to move in the direction we want it to go.

——Spinoza and Leibniz

7. Of course, you can insist on the characteristics of the brand—but don’t ignore the fact that all these characteristics are the brand operators. They are created through the brand's primary and secondary qualities. When managing brands, the first thing you need is their coordination with today's world.

——Locke

8. When you do things, don’t be bound by overly rational and logical methods. Reason has its limits—it cannot govern consumer choice. It’s best to focus on the consumer’s feelings and emotions. Most importantly, don’t become a slave to brand theory.

——Hume

9. Reason is not the answer. Branding is about feelings and emotions. It is our “nature” as humans. (Classic Quote) The charm of a brand lies in its ability to get rid of the shackles of reason. Trust your instincts and your heart—and don’t underestimate the power of connecting people’s important emotions.

——Rousseau

10. Don’t foolishly think that you can know everything about your customers, market and brand. You can only see, hear, smell and feel what your "talents" allow you to do. Do you ever expect to be told what you want to know?

Remember this: the categories you use to perceive the world have to do with the patterns you need rather than with things like "reality" That kind of related. Often the most powerful changes occur when you change the perceived "category" (such as how you segment the market).

——Kant

11. Communication is a process that can be understood and quickly promoted. To a large extent, brand marketing is about bringing the next important issue phase to the forefront. Don’t worry about the competitive tensions in the market; instead, resolve those tensions through new and creative mergers. You're more likely to succeed if you have a clear understanding of where your brand and market are located in a historic process.

——Hegel

12. Values ??are the center of brand promotion-but this is in a more effective sense, not what we usually assume. Brand values ??are not an accessory to a product or service, but the driving force behind the brand's pursuit of perfection. Competitive strength lies in the creation of new values—perhaps risk-taking values—rather than in the repackaging of existing market values. The way to become a "super brand" is by owning territories, and those territories come with values.

——Nietzsche