A Skill of Brand Marketing: Creating a Category
Most people know that Armstrong was the man who landed on the moon, but few people pay attention to who the second and third men landed on the moon. "One" is always the focus of the spotlight on the stage and is deeply imprinted in people's minds. For those latecomers, most people have lost their curiosity and little interest. The same is true of brand building. Most consumers will only remember the first brand of an industry or category, but their memories of the second and third brands are always vague. One rule of brand marketing is to "create a category".
So what is "creating a category"? In that era when computers were extremely expensive, the bully took out the typing function of computers alone, developed a computer learning machine market, grabbed the computer manufacturers and put his hand into the wallets of people eager to learn computers. "Wang Lao Ji" was originally sold by a drugstore. The planning team changed the packaging and demands and turned it into a herbal tea beverage, making it the first brand of herbal tea in the beverage, and its sales increased to several billion yuan.
In the Red Sea competition, if you want to establish a new brand, you must break the original order and rules and create new categories, so as to avoid fierce competition and enter the independent blue ocean field. Milk is originally for drinking. When it is dried, it gives birth to chewable and edible milk tablets. Fruit was originally eaten with a bite, but now it can be drunk, resulting in a juice drink; The dregs of instant noodles, which were originally dumped as garbage, have now become a "crisp bite" with extremely high profits. Miss created a series of 10g pearl dumplings, and then reduced it, and launched a small pearl dumpling which is only 3.5g lighter than peas, which set off a new round of sales climax.
The second measure of brand marketing: borrowing big trees (borrowing momentum)
There is a joke about "selling books" circulating on the Internet: a publishing house sent a book to the president after the books were unsalable for a long time, and repeatedly solicited the opinions of the president. The president who was busy with government affairs had no time to pester him, so he casually replied, "This book is good!" " If publishers get the most treasures, they will publicize with great fanfare: "Now there are books that Mr. President likes to sell." As a result, these unsalable books were quickly robbed.
Soon, the publisher couldn't sell another book, so he gave the president another one. The president was once fooled and wanted to ridicule him, so he said, "This book is terrible!" " "After listening to the publisher was overjoyed. He advertised: "There are books that the President hates to sell now. "As a result, many people rushed to buy books out of curiosity, and the books were out of stock.
When the publishing house sent the book to the president for the third time, the president accepted the previous two lessons and was noncommittal. However, the publisher advertised: "All the books that the current president can't draw a conclusion are for sale!" I cann't believe I made another fortune
Back against the big tree to enjoy the cool. This passage makes us understand that it doesn't matter what kind of book to sell. The key is that this book has something to do with the president and has become a best seller through the president's endorsement. So is brand marketing. If you can lean against a big tree and rely on external forces, you will naturally save a lot of effort in brand building. The so-called "big tree" is the cognition that has been formed in the mental model of consumers. The strategy of "relying on big trees" is to use consumer cognition to enhance their own brands.
The third measure of brand marketing: occupy the region
"I opened this road and planted this tree. If you want to live from now on and leave it to buy money for the road, "those who have fallen into bandits since ancient times must choose a hill and camp, and then carry out the activities of" blocking the road and robbing, sitting on the ground and sharing the stolen goods ". In the business kingdom, the same is true of brand marketing and structure. Instead of guerrilla warfare everywhere and becoming a rootless tree, it is better to occupy land as king and lay a good foundation for ripple expansion.
Enterprises occupying the fields of brand marketing and legal construction can have two advantages:
First, establish emotional ties with people in this area. People generally have deep emotional connection and regional pride in the area where they live, so they often choose local brands. For example, Jiangxi people like to smoke Jinsheng cigarettes from Jiangxi, and Anhui people like to smoke Huangshan cigarettes from Anhui.
Second, attract consumers from other regions. Digging deep into regional culture and making brands into regional characteristics can form regional potential and attract consumers from other regions. For example, the wine in Maotai Town, Guizhou Province is generally considered as good wine. It is a good way of brand marketing to "occupy" Maotai Town through brands.
The fourth measure of brand marketing: attract a group of people.
The fourth rule of brand marketing is to "attract a group of people", and the brand positioning of enterprises needs a consumer positioning. Distinctive consumer positioning can quickly establish the connection and connection between consumers and brands, so as to quickly "sit in the right place", and the brand of the enterprise can also be quickly accepted by the target consumer groups.
In Vienna, Austria, there is a shopping place dedicated to the elderly over 50 years old. Its logo is "50+" supermarket. The concept of "50+" supermarket is simple but unique.
The distance between supermarket shelves is much larger than that of ordinary supermarkets, and the elderly can slowly choose goods between shelves, which will not be crowded or oppressive; Backrest seats are arranged between shelves; The shopping cart is equipped with a brake device and there are seats in the back half. If the old man is tired, he can sit on it and rest at any time. The name and price tag of goods are also bigger and more eye-catching than other ordinary supermarkets; There is also a magnifying glass on the shelf, which is convenient for the elderly to see the origin, standard and expiration date of the items. If the old man forgets to bring his reading glasses, he can borrow one at the service desk at the entrance and put it on.
Most importantly, the "50+" supermarket only employs employees over 50 years old. In this regard, brigitte Ibrahim, manager of a "50+" supermarket, said: "This has been welcomed by customers and increased their trust." Not only the customers will benefit, but also the employed 12 employees can get jobs again. They cherish this job very much, so their enthusiasm is particularly high. "50+" supermarket is very popular with the elderly because it is especially considered for the elderly.
At the same time, it is gradually accepted by other age groups (such as young mothers with children). The product price of "50+" supermarket is the same as that of other supermarkets without special services for the elderly, but its turnover is 20% higher than that of ordinary supermarkets of the same size.
The fifth measure of brand marketing: grab a word.
The fifth rule of brand marketing is "grab a word". In the bustling business, it is difficult to leave a deep impression on consumers with complex themes. In the overwhelming advertising time, consumers can only remember simple and interesting information. Grasping a word recognized by consumers has become the first choice for brand marketing. Langjiu seized the word "Lang" and then "exploded" various products-safflower lang, Laolangjiu, Langpai Tequ and so on. , formed the brand family of "Lang", and left a deep imprint on consumers' minds.
The simpler the theme of communication, the more consumers can remember. Grasping a word with high consumer awareness is a way to quickly enhance brand awareness. Association can be generated by a word. For example, Yanghe's three brands, Sky Blue, Sea Blue and Dream Blue, are connected in series through a word "blue" to form a brand series. Unified tonality can make consumers remember, and brands can be related and associated, forming mutual promotion of brand cognition.
In the discipline of marketing management, there is an image metaphor: what consumers need is a hole, not a drill! This sentence is like a "warning quotation" that "knocks" the heads of business operators at any time. Because enterprises are used to producing "drill bits" and try their best to sell them to customers, they gradually forget the purpose of producing "drill bits". In fact, what customers need is a "hole", not a "drill". "Drilling" is just a tool and means to help them realize their needs. Without the need for holes, they don't need your "drill" at all. And when competitors produce more advantageous products or solutions to meet their "hole" needs, they will give up your "drilling"
Only by repeatedly understanding consumers, enterprises will not be abandoned by consumers.
The sixth measure of brand marketing: establishing standards
The sixth rule of brand marketing is to "establish a standard", through which your brand can be quickly accepted by consumers.
"Tongling Cuizuan" has developed a series of "Blue Flame" products and put forward 88 cutting faces, which are different from other brands of diamonds. Nongfu Spring is advertised as "Nongfu Spring is a little sweet", positioned as natural "weakly alkaline" water, and put forward the standard of PH value greater than 7, which is in sharp contrast with other drinking water manufacturers in the market. "Mengniu Youyiqi" brand lactic acid bacteria developed the concept of clearing intestines and put forward the standard of "30 billion live bacteria"; Oriental leaves put forward the standard of "0 on the road", and they all make their brands stand out in the industry through the establishment of standards.
The purpose of setting standards is to distinguish their own brands from competitors, and once the standards are recognized by consumers, they will play a huge role. Consumers will recognize this standard when buying products, and will pay for meeting this standard. At the same time, they will abandon their competitors' brands because they are not up to standard. The formulation of standards needs to be differentiated and become the unique competitiveness of enterprises. Standards that can be quickly imitated are unsustainable. Although they can bring sales to enterprises in a short time, such "standards" cannot be branded.
The seventh measure of brand marketing: designing advertising language.
There is a saying: "An idea is spread not because it is right, but because it is interesting." So is brand marketing. Brands need to spread quickly, and an interesting slogan (advertising language) needs to be designed. So, what kind of advertising language is interesting?
Nongfu Spring is located in natural weak alkaline water from Qiandao Lake. Perhaps Nongfu Spring could put forward the slogan "We are natural water", but Nongfu Spring failed to do so. They put forward the slogan "We never produce water, we just do porters of nature", and adopted a figurative sentence, and the brand of Nongfu Spring instantly became alive. If we want our brand and advertising language to be widely spread, we need to work hard on the slogan to make it more interesting.
In the widely spread advertising language, there are basically the following types:
Duality spreads brands through catchy dual slogans. The slogan of colorful Yunnan is "famous Pu 'er, colorful Yunnan"; The slogan of Hengshui Laobaigan is "Hengshui Laobaigan, drinking a manly taste"; The slogan of bull socket is "triple protective armor, safety plus plus plus" and so on. Opposing slogans can reflect the atmosphere of the enterprise and promote the positive image of the brand.
Lenovo, through advertising language, makes consumers associate. The liquor brand "Daohuaxiang" itself is a brand with strong "earth" flavor. How to meet the political and business needs under the consumption upgrading is an important issue for enterprises. After professional planning, Daohuaxiang put forward the slogan of "Harvest Time of Life", which turned its "earthy" taste into a harvest stage for successful people.
Parallelism, borrowing famous parallelism sentences, forms momentum. Yanghe Blue Classic put forward the slogan "The sea is the widest in the world, the sky is higher than the sea, and people's feelings are wider than the sky" according to famous sentences. According to that famous saying, Toyota enterprises also put forward the slogan "In the end, there will be a road, and there will be a Toyota car in the road".
Metaphor makes the brand more vivid through visual advertising language. Nongfu Spring put forward that "we never produce water, but only act as porters of nature". Make advertising language lively and interesting through metaphor.
Ironically, by reversely stimulating consumers to buy. Jin Jiu put forward the slogan "Although Jin Jiu is good, don't drink too much"; Besunyen slimming tea put forward the slogan "Don't be too thin". They all spread their own brands by reversely stimulating consumers. After finding their own brand positioning, enterprises can design their own communication slogans through the above innovative ways, making their communication slogans lively and interesting and easy to spread.