There Is A Way To Make A False Start.

Based on the results of the 2500 market performance of the US products in the past 2003~2006 years,

Clearly revealed to people the near future, the main trend of marketing world.

WPP's Landor Associates, announced at the beginning of November, the third largest ten breakthrough brand in the United States.

The most prominent feature of this list in the brand marketing world is that, in addition to being a rigid indicator of the contribution of the brand to the total business revenue of the brand, it is more famous that every brand list will bring almost new blood.

Although the scope of the selection is only covered by the United States, and there are only 10 brands on the winning list, but behind these 10 lying names are dynamic business stories, which come from technology, retail, food and beverage to B2B and B2C industries, which are becoming more and more integrated.

The story of excellent brands can always teach us how to create brand reputation, how to polish and develop old brands, and let brands drive business pformation.

Most importantly, based on the results of the 2500 market performance of the 2003~2006 American markets, this paper clearly reveals to people the main trend of the marketing world in the near future.

First, last and must remember the brand rule: customer centred.

The phrase "customer centered" has been repeated for many times since this year, but this is a marketing principle that cannot be emphasized nor at least in the current stage.

Customers are the undeniable dominant position for any industry, which has been going on for quite some time.

Those who classify the target consumers according to the basic population situation and household income and think that competition comes from a single category has become a history.

Today, everything in business success lies in whether we can truly understand consumers' rational and emotional motives.

Marketing activities are complicating and forming specialized disciplines. Not only are there various channels, but also more mature and effective indicators for measuring the rate of return on investment.

As a result, marketers are upgrading the industry threshold for new standards.

John, chief marketing officer of American Express?

Hayes (John Hayes) recently pointed out that "when I first entered the industry...

Our whole challenge is to let consumers understand something new.

Today, the situation has changed 180 degrees.

Consumers have more advanced ideas than most enterprises.

You can think of it as a threat. How can we keep up with it?

It can also be understood as an opportunity (you know what we are trying to do!

"This year, the winners who break through the brand list can quickly respond to the complex concepts of consumers and flexibly apply strategies that can draw consumers closer.

TJ Maxx, which is the top brand innovation this year, was founded in 1976, and is currently the largest discount clothing and consumer goods store in the United States.

Discount stores are not new concepts, but this retail giant has found an interesting finding in recent years through close research on customers, that is, saving is no longer just a habit of middle and low income groups. More and more wealthy customers are also very happy to save money and buy good products.

So, in 2004, Maxx announced the opening plan of 282 jewelry and accessories stores to cater to the consumption needs of high-end customers.

Costco, another retail discount shop on the list, has also made some achievements in satisfying the needs of customers to buy more high-end goods. Its slogan is: save a little every day, you can buy luxury items with limited budget.

Shopping malls find out the most quality and carefully selected products of the highest quality, from diamonds to exotic holiday trips, which are most precise and precise, and offer attractive discounts, and then streamline the purchase process.

Costco not only mastered the needs of customers, but also knew the customers' dreams, and turned these dreams into reality and sent them to their eyes.

It can be seen that TJ Maxx and Costco make good use of the psychology of consumers' enrichment, but this does not mean that other brands can not take advantage of this phenomenon.

When iPod first launched in October 2001, it was priced at between $400~500, and every year after that, it was trying to get itself closer to the larger crowd. The trick was to launch a cheaper Mini, Nano, and last 1GB Shuffle with a smaller size, but its price has been as low as $75.

Nowadays, iPod has established the same customer loyalty in different customer groups, because it allows people to buy the luxury goods with very little money.

This strategy called "affinity innovation" will only enhance people's love for I series products.

Experts on establishing partnerships: iPod

I'm sorry, iPod's topic is not over yet.

It is the only brand on the top ten list. The reason is only one: Apple Corp, under the leadership of Jobs, has never stopped innovating and innovating since the birth of iPod.

Nowadays, the number of iPod owned by Americans is more than any other MP3 product, and iPod has been integrated into quite a part of people's lifestyle. This is almost the ultimate dream of most brands in the world.

IPod, on such a user base, aligns itself with other brands and expands the target market on the one hand, mainly in order to combine iPod with more new and more exciting technologies.

Athletes can now record motion data with Nike shoes and play it instantly through iPod.

After the initial cooperation with BMW, iPod's stereo system was installed on Mercedes Benz, Volvo, Nissan, Ferrari, Acura, Audi, Honda and Volkswagen.

Consumers are quite smart now, and many people have learned the theory of big sets.

Because of this, enterprises must be able to develop strategic cooperation projects intelligently. This cooperation must be able to add value to the brand as well as bring real benefits to customers.

Products that satisfy customers' needs are completely realized through brand alliances. No one in the market can react more quickly and sensitively than iPod.

BlackBerry's all-around e-mail system based on wireless phone networks is successful because it provides professionals with a truly unique tool: the interface is so simple that workaholics can really work at any time and anywhere.

BlackBerry has rapidly soared to become one of the business elite's logo.

Within a few years, BlackBerry has found that products have become saturated in the business world. If they want to improve sales again, brands must find new customers and markets.

At this point, the idea of cooperation is undoubtedly smart and natural.

They aligned themselves with Cingular, Verizon, Sprint and other US carriers, so BlackBerry not only touched more customers, but also enhanced trust in the brand through cooperation with wireless carriers.

Then BlackBerry began working with YAHOO and AOL to jointly provide the mobile version of Internet instant messaging software.

PepsiCo's Gatorade sports brand Propel Fitness Water has opened up a new market with meticulous strategic cooperation.

Compared with the traditional sports drink Gatorade, Propel faces more professional sports appeal. At the same time, it is also in line with the rising trend of healthy diet and the strong market demand of bottled water.

Speaking of Propel's success, it can be said that it is inseparable from McDonald's cooperation activities.

As we all know, this fast food giant has been striving to create a breakthrough image since the new century. It has tried every means to promote healthy lifestyle through brand and product improvement.

This cooperation allows people not only to see this bottle of water on the supermarket shelves, but to try this new drink with 12 flavors, and at the same time, smoothly integrate the brand's healthy image into the consumer's impression.

The biggest challenge for brands: evergreen

Giant enterprises like General Electric and Microsoft must be in many ways, but they are unlikely to appear on the coolest brands list.

So what made these two dinosaur heavyweight companies come on the list?

Experts pointed out that Microsoft Corp did a few pretty things in this respect.

Microsoft's main product Office series is doing well, which seems to be hard to impress, but Xbox is different. The improved version of Xbox is popular after the launch, because the product is well done in customer tastes.

The Gates couple foundation, which won $37 billion in Buffett's money, has performed well, and has also scored enough for Microsoft's image pr.

Finally, Microsoft's key score lies in the softness of the overall public image of the company.

Although some top figures of Microsoft do not want to admit it, the fact is that Microsoft has been somewhat discolored in the minds of people in the minds of people. The image of tough and aggressive monopolies has been fading. With the emergence of the new strong rival Google, Microsoft's performance on the Internet has made people feel that this is the image of an oppressed.

Ge Corp's brand improvement is more affinity.

The most famous market activity launched by the company is "Environmental Imagination". It aims to devote itself to more environmentally-friendly technologies such as energy-saving refrigerators and wind engines. The company's research and development funding will increase from 700 million US dollars in 2005 to US $1 billion 500 million in 2010.

Last year, research on 45 products and services in this area resulted in a turnover of US $12 billion.

"They are trying to drive the entire big ship of the company using environmentally-friendly energy."

Lang Tao's chief marketing officer, Hayes?

Ross (Hayes Roth) commented.

In fact, the new brand can hardly open the situation through the advertising activities of large scale or very new places that are willing to spend money, and let some brands change their positioning in the minds of the people, even if the change is only 1%, the cost will be much greater and the risk will be even more difficult to predict.

The success of Microsoft and GE's pformation has been among the top ten brands. From another perspective, it may have more reference and role models for the business world than the top eight brands.

conclusion

It may be most appropriate to quote the text of the langtao Research Report as the end of this article.

"Today's business world is changing rapidly. This is why companies must be more conscientious to gain the trust of users. Only in this way can they succeed.

More importantly, like business and life, trust is going to win and money can't be bought.

This year's top ten brand companies understand that not only do we need to establish connections and trust with customers, but also brands are one of the most powerful tools to pform these secret relationships into reality.

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Langtao Strategic Design Consultants

Once a year, Landor Associates designs 10 brands that are most famous for their growth and pformation in brand building.

These brands must make the most significant improvements in the organic growth of the brand, and thus create business value.

Because the return on brand investment is not immediate, so the study will generally be based on the overall performance of each brand in the past three years.

The scope of the selection is the data tracking software BrandAsset?

The 2500 brands of Valuator in the US database were surveyed by 9000 kinds of consumers through 56 evaluation criteria, and the software was screened for all brands to get the final list.

This list is ranked by Brand Strength.

In order to prove the brand's contribution to the financial performance of the company, langtao strategic design consultant also adopted BrandEconomics?

The Economic Value Added (EVA) method is used to conduct financial analysis of the brands listed on the list to confirm the part of the income that the brand brings to the enterprise.

The criteria for selecting these brands are:

The brand must have at least 500 research samples.

The brand must be included in the two categories of "Esteem" and "knowledge" (Knowledge). The purpose is to avoid choosing too regional and over niche brands.

Unstable brands will not be among the top 10, because the list is looking for a sustainable performance excellence brand.

Excluding non-profit brands;

For fairness,