Kong Fanren: Brand And Sports

There is no doubt that brand is a sport - it is a consistent brand behavior that has goals, broad participation and continuous investment. Without effective brand movement and perfect planning, refined design is also a castle in the air.

Strangely, although everyone knows that brand is a long-term investment, the value of brand lies in the establishment of consumer loyalty. However, a large number of enterprises show obvious lack of patience and even eager for quick success and instant benefit. "... Many top managers are accustomed to looking at problems from financial performance. If sales can not be seen directly, they are unwilling to invest in brand promotion, coordinating actions, establishing corporate culture or brand equity. Without a minimum brand investment, brand building or brand strategy is a mere empty talk. (a new concept of brand strategy.

Du Yuesheng, a hooligan tycoon, once had a wonderful description of the triad situation: triad is like a night pot. When people are in a hurry, people use it and use it and put it back to the darkest corner. Isn't it? In some enterprises, the treatment of brands is equivalent to the night pot. When the consumer purchase rate is obviously lower than that of the competitors, when the channel status is obviously inferior to that of the peers, they shout loudly to "make the brand". When turning around, when the sales are warmer or the sales cost is soaring, the brand investment is first cut off.

Strangely enough, books on branding are numerous, but books that can study brand campaigns are few and far between. Hu Xiaoyun's and Li Yifeng's "brand attributed to sports" is a rare book in China. The study of brand movement can be divided into two parts: the initiation, organization and promotion of sports, as well as the mode of sports. The focus of the book on sports is obviously the latter.

In fact, it is very important to study the general laws of sports, which is very practical for helping enterprises develop brand campaigns.

In the book "the power of movement", "taro", an authority scholar in the study of social movements, wrote: "social movements, that is, based on the collective action framework of potential social networks and resonating people, develop a struggle political event to maintain strong challenges for a strong opponent." The motive force of social movement and brand movement is different, the purpose is different, but the basic characteristics are very similar.

This article is published in |boraid|.

Common goal: resisting authority or carnival is often the basic purpose of social movements. For example, the fury of sister Furong is the need of the grassroots to challenge the elite. Getting long-term profits and establishing a harmonious business environment is the goal of an enterprise. How can we keep in line with stakeholders including internal employees, consumers and channel businesses?

Collective identity: without collective identification, the goal is nominal. Social movements often need to achieve collective identity through unsceptical banner, inspiring slogans, special costumes, typical events, and artistic works, which are also the value proposition and creative expression of the brand. However, the most essential thing to achieve collective identity is shared vision and shared interests. If we regard brand as the tool of corporate profit, consumers and channel providers will not buy it. Even the internal staff will not be enthusiastic. It is especially necessary to point out that most enterprises in the country regard brands as external publicity and seldom encourage them internally. This is an unforgivable mistake.

In social movements, challenge is an effective way to form collective identity. In the brand movement, a clear sense of competitors and self transcendence can effectively unite stakeholders.

Continuous: "only continuous collective action can be turned into motion." (the movement of "the power of movement") needs to be adhered to. The brand movement lasted for more than 100 years. The insistence of brand campaign includes continuity, habitus (opposition to temporary cramming), strategy stage and fashion performance.

Resource Integration: resource allocation and integration are essential in both social and brand campaigns. Resource management is a question of University. On the one hand, the enterprises pay attention to the brand from top to bottom, protect them from personnel, capital and power, and on the other hand, integrate social resources to the maximum extent through social calls, relevant policies and ingenious and sophisticated planning schemes. "Mass line, united front, criticism and self-criticism" are the three magic weapons for the Communist Party to win the revolution. The first two are highly integrated strategies for social resources. In the brand movement, how to concentrate resources battle to win the battle, how to win more with less, to win the weak, and to lift the heavy weight? All are important topics for planners.

For professional advisory bodies, the level of resource development and utilization reflected in the planning plan can directly reflect its planning skills. A further requirement is that consultants should also contribute their social resources to customers.

Take advantage of opportunities: social movements are made up of a series of social events. The brand movement is also a series of brand events. In social movements, events are not only a concentrated action to promote the development of sports, but also an opportunity to check the camp, inspire fighting spirit and open up new stages. "Changes in political opportunities and constraints create the most important inducement" for the new stage of opening up the struggle (the power of the movement). Similarly, in the brand movement, events are also the nodes of tactical implementation and strategic improvement. Therefore, for brand planning and promoters, grasping events, creating events and using events is a script src=>.