Creative Marketing Is Needed.

There are three key points for a brand to succeed. One is to make people feel the memory of first impression, and the other is to have a memory point. This memory is the memory point of culture, without culture, without feeling and cognition. Once it is indifferent, it shows that the starting point of the brand is out of question, and the probability of losing it will be great.

Like Taobao, Taobao is a memory.

The two is the direct knowledge of the brand. When people are not aware of a brand-new brand, as long as the brand appears, people immediately feel the brand's "surprise", "strange" and "special" from the behavior, and think directly through the brain to achieve the effect of direct knowledge, which is a preliminary success.

Like melatonin, people wonder what this thing is for.

I have to think about it or ask it, but when I ask it, I already have a sense of taste for the brand. Although this kind of direct perception may not be described, it has already been in the psychological position of the consumer.

The three is to have a taste of culture. When a brand name is launched, let the feeling people feel that they need to try it; let the person who yearn for taste is a dazzling product of their taste value; let the people with high taste feel fresh.

Such as alfalfa club.

There is only one purpose of early success, that is, through this inspiration, we can anatomize the connotation of a brand-new brand that came out a year ago.

Many of my online friends, when talking about e-commerce online marketing, often mention new C2C's new darling last year - Baidu has said, yes, it has been registered for eight months, but not even a single deal. Strangely, in the past few months, fewer than ten people have consulted his online store. Usually, the hottest babe on Taobao is in the middle of the shop. Basically, no one is interested in it. I have made several top grade players, and my brother who is earning more than thirty thousand or forty thousand yuan a month is very confused. How can a Baidu professional shopping platform be so miserable?

If a Baidu has such a problem, I think it is normal, but not a hundred people tell me about the problem. I think there must be a problem. We did a survey on the Internet and found out why there was no reason why it was not popular since its opening.

First, brands are afraid of turning around.

The brand is bound to need to be disseminate. If there is no communication, then the achievement of brand is basically on paper.

Then who is the person who advertises the brand?

So far, many enterprises still don't know clearly.

When it comes to this question, someone will say, "no?"

Ma Decao is too much of this. Is he so weak?

How can such a simple problem be unclear?

Facts have proved that enterprises sometimes do not know clearly. What is unclear is not the first problem: advertisements are for consumers.

Nor is it the second problem: advertising is for target groups.

The key is the third problem: the content of advertising is not synchronized with the level of understanding of consumers.

No investigation, no knowledge, only one survey revealed that 78% of advertisements in China had problems at third points.

An unknown marketing officer said to me: do not turn around in advertising, please treat consumers as junior high school students, do not treat consumers as doctoral students, that is, people are really doctoral students, you are also junior high school students, because consumers will not take more time to think more deeply, not to mention that doctors may be doctorate level in a certain field, but for unfamiliar fields, they may not even be able to primary school students.

Indeed, a lot of people who play advertisements like to engage in the so-called advertising advanced science. Like the Coca-Cola advertisement in 2006, a young man has said a word. Many people still feel dizzy now, that is, a "bean" (homophonic, probably English) appears in the advertisement. My English is really poor, so I do not understand it now, because I do not understand it and I will not buy it.

We have found in Baidu's research that Baidu has ah, that brand bend is really big enough.

First of all, Baidu is the first one, and Baidu's own brand has already been known to everyone. You can make good use of this brand, such as Baidu baby, Baidu crazy buying, Baidu search treasure, and so on.

Now there is a yes, even a Baidu did not bring, Baidu is the accumulation of brand in recent years.

This is there. What is it?

Someone?

Ghosts?

Rich?

Music?

And so on, how can people not think of it? It's a large C2C third party marketing platform, which is shopping online.

I do not know what is in the survey, which reaches 87.66%. If we use the research market analysis language, we can see that the brand is only 0.11% for the value. If it does not reach 2.5% in five years, then Baidu will be a complete brand of sandwich rice.

Secondly, the second bend, Baidu people will not do the dissemination, in their view, before Baidu did not do many ads, not also up?

Yes, that's because the search engine brand was not formed at that time, and Baidu's fame was certainly easier. For search, we all need to become a necessary tool for everyone. But there are different kinds of things. I can go shopping at Taobao, also can go to excellent shopping, and even go to pat shopping. It's not a consumer's tool, but a platform for consumers to turn around when they are happy. Now there are so many platforms. Why do I have to go around to you? What interests do you bring to me?

This interest is the dissemination of value.

There is no scientific means of communication, that is, all of the industries in Baidu search are full of advertisements. I think consumers will not buy this account.

Where are the consumers?

What is the psychological value of consumers?

How did they know they had to go there?

This is the point where we have to study the dissemination of percussion points. Yes, the decision level has not yet been understood.

Of course, the decision makers of Baidu will say that we are rational. We do not need to improve in a year or two. We are a long-term strategy. But do we have to believe that we should not believe that we can solve the problem without turning around?

Didn't Baidu think about it?

To speak such a rational discourse, it can only be Baidu people who deceive themselves.

What I remember most is such a thing. When our family built a house, we encountered such a thing: to make a guardrail, I want to make it prettier, and I told my steel worker about my general intention. The steel worker said that we should invite our 3D design globrand.com teacher to make a result plan, and I promised.

As a result, the task was given to the designer, and it didn't work out for a week. The steel worker could not wait. He began to work according to my train of thought. As a result, it took a day to make the guardrail very beautiful and very creative.

Sometimes it's easy for a professional to walk into a dead end. When the network power is big, it's very big. But when you are young, you really have no way to show your desired results.

Communication is also the same. Sometimes it is very simple. It may cost a dollar to solve the problem, because professionally, instead of turning the corner to the point, it costs hundreds of times or even more than ten million times. Finally, it does not solve the problem.

I think at this point, we should learn about the level of Taobao's communication and integration.

Finally, there are third twists and turns, and consumers "hide and seek".

Yes, there has been a problem of brand space. We should solve this problem actively instead of hiding it.

If the original bend can be straightened by marketing power and planning power, the best way to straighten it out is to create a special language image, let consumers see this kind of behavior image, and know that it is there, and form an attraction to liberate the consumer from the simplest bent, and let more people love it through action.

Yes, now the most needed marketing ideas can only be developed through the marketing of new ideas, so that we can have "reliable" basic consumers.

Do not be like now, consumers need to understand what is, ah, like a hide and seek, as far away as possible, playing with their own set of deep, such hide and seek, the result is to let "ah" become "no".

Two, brand is most afraid of complex.

There is a saying, which is not directed against any party. It is said that engineers simplify the complicated things, and professors simplify the simple things.

Brand research requires a comprehensive analysis of what is inside, so you are not too simple, because simple things can not be clearly understood by theory.

But when the market is running, it is too complicated to bring things to the right place. There are too many threads to make clear. Finally, the operation of the brand is sure to be less successful and fail.

Baidu has entered into such a complicated circle.

First, the brand name is too complicated, although there are only two words, but it contains very complex things. One word can allow one hundred people to have one hundred kinds of ideas and guesses. One word can make one thing become innumerable things intertwined and make everyone feel tired.

The word "yes" is originally an indefinite constituent word. If there are too many uncertain components, it will lead to uncertain questions and complex ideological foundations.

A word that has made consumers feel a bit confused, and the result is a modified word "ah", which is also an uncertain question. What is ah?

Poetry?

This is probably the shortest poem in the world.

Ah, what is it?

Is it a concern?

Who cares? Why?

Do consumers have no idea of their own?

Ah, what is it?

Is it OK?

How much is it?

Is it a thing or a consumer?

Platform 2?

These two words are just beginning to spread out. There are so many question marks. If we really go all out, we will be able to estimate the number of questions.

Yes, although there are only two words, it is a professor's word, not an engineer's word.

Two simple words, both in their thoughts, contain their own complicated contents.

This is bound to be a barrier between consumers and shoppers who want to communicate through this platform.

The two is the complexity of brand communication.

In research, there is such a story that we remember vividly.

Two girls who opened the shop at the same time, two of the same families, two of the same colleagues who worked together, and two mothers of the same level, had a qualitative difference.

One morning, A told her mother that I would go back to Taobao, so there was nothing important to disturb.

After hearing this, the mother smiled and said, "every day, Taobao has not cleaned up any treasure."

In the same way, B told her mother that I had to go back to my room now, so there was no big deal.

After listening, the mother said with questions, "what is there, nothing, what is it?"

The problem came out. The former A was directly because of the brand, so the mother knew that her daughter was making money online.

B mother did not know that her daughter was in the shop on the Internet. She thought she might play the game online, or because she didn't want her mother to know.

Of course, although this story can not represent anything, it lets us know that brand simplicity and indirect complexity will bring about two completely different situations for the development of the whole brand.

One is the word "treasure" of Taobao. The connotation of a brand basically has a paragraph, or may have traded products under the mother's eye, so the mother is very understanding and familiar.

And the other one is different. One is not finished, but it is just beginning to feel that the mother should have the following result.