The Eight Character Words Of Top Brand Management

A super successful brand is a religion fetishism.

Conversely, understanding can be any religion.

The same is true: in the communication with the masses, successful brands have many similarities with religion.

Regardless of brand origin and experience, there is a similar pattern behind them.

Tolstoy said: happy families are all alike.

We can also say that successful brands are similar; the similarity is a broadly similar communication pattern that affects mass consumers.

I am so fond of the words of Raymond Williams, a social thinker, that he has repeatedly cited the suspicion of poor thinking: "there is no such thing as the public, only the way to create the masses."

Successful brands are well versed in the way of creating the public. This method is in the terms of MBA, that is, consumer communication.

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Why do the same products, some brands can be sold at the price of tens of thousands of dollars in the global limit, and some sell dozens of pieces are expensive? In today's highly homogenized products, the decisive factor lies in these eight words.

Story

Stories raise nationalities and religions.

Story telling by grandma is the best way of enlightening education in the world.

Stories are also the source of brands.

Whether an enterprise is a century old shop or just born for one hundred days, it is necessary to pass a true story to let you know who you are and where you come from, which is the basis of identification.

Creating influence through stories is nothing new.

When Liu Bang was ready to become emperor, the story of "killing white snake" spread like wildfire.

Song Jiang is going to arrange a row for the heroes of Liangshan, and tell the story of heaven's gang with a dream.

Stories give legitimacy to events.

More importantly, the story is a universal way of thinking. People think in the form of stories. They have a beginning, a process and an ending.

Clever brands know this. They are good at telling stories.

HP, Microsoft, apple, DELL, Google, the history of these giant enterprises started in garage.

Garage business story is a popular version of the big American brand. People like this story are always tired of listening. It contains a deep American business spirit, which can catch the nerves of consumers, like Cinderella and the prince can always touch the audience.

Some people would say: it is not easy to tell a story. It is hardly known that storytelling, the most basic human effort, has become a masterpiece.

Storytelling is not literary creation. It is not Liu Bangzhan's white snake. It is so fetched and beautified.

Zhang Ruimin's anger at the poor quality refrigerator is one of the most classic brand stories in China.

Although Haier's products are not as good as its services, the quality of this story is always appealing.

Lenovo also has stories - Liu Chuanzhi, a scholar who started a business from scratch.

This story is a microcosm of the times, with allegory symbolism, and the knowledge of serving the country.

Big brands brainwash consumers mostly from such trivial stories.

A brand story can be an act of persisting in belief. It can be a plot that carries brand meaning, spirit or belief. It is simple, real and easy to circulate, and its influence is much better than that of the self deification of "painting a tiger into a dog instead of a dog".

Belief

Stories make consumers take the first step in brand recognition, and faith makes the brand upgrade.

Successful brands do not always sing the song of faith, because faith is not a label.

For the brand, singing the high profile of faith every day is not necessarily effective; however, once it is missing, it will produce essential differences.

Just like vitamins, too much, no benefit, a little less, the problem is big.

Faith is the core value pursued by the brand.

The concept of brand must be built on the core principles.

What are your beliefs? What do you expect others to believe in you? What are your goals? These are not easy to answer questions.

Therefore, the so-called belief is the concept you want people to deeply believe.

The most typical example is the Nike justdoit, which makes the slums poor and willing to go to jail for gunmen to rob a pair of sneakers with Nike logo.

Dove believes that simple and real women are beautiful women, so that many ordinary women become their fans.

Ford's belief is that "everyone can afford a car" and enlarge the car dream of American society.

Apple's brand core value is "ThinkDifferent". Based on this belief, Apple's products from iPod, iTouch to iPhone are always refreshing and creative.

Belief positioning your characteristics and the reasons for existence, so that the brand will continue to impact the energy of consumers' minds, and then form a pole of magnets.

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Culture

Culture is the key factor for a product to become a brand.

The culture of brand culture depends on how to find nourishment, borrow and blend from the social culture, and then create the culture of the brand itself.

The high-end brand must naturally find a silk decoration from the luxury culture of the upper class. The mass brand must be covered with a piece of popular culture cloth.

It's also a drink. Wang Lao Ji is refining the Chinese traditional culture of Dan. Pepsi is playing the culture of pop music. Red Bull is always linked to sports culture, and the brand flavor will of course be different.

The same is cosmetics, Herborist read the classics of Chinese herbal medicine, and artistry is holding hands with elegant art.

Cultural creation divides the brand into some temples and allows other brands to go to grass roots.

A culture element is grasped and the consumers concerned are caught.

Today's brand is very important for the in-depth interpretation and utilization of popular culture.

How to borrow and popular culture is an important way of brand innovation.

One of the most convenient and convenient practices is celebrity endorsement.

The beauty, value and influence of celebrity endorsement can not simply be popular with superficial prejudice. Many of the world's brands love stars not only for their decades of experience of investing huge sums of money, but also for their insights into social culture and public psychology.

The history of celebrity endorsement by Coca-Cola, Pepsi Cola and Nike is a file about the evolution of popular culture.

The commercial society is dominated by popular culture, and the star is the symbolic product of mass culture.

In today's era of mass culture, we must respect and make rational use of these symbols of popular culture.

The stars are made by the masses and further influence, satisfy and strengthen the public's expectation, joy and interest. The interaction between them makes the star effect increase continuously.

But the cultural shaping of super brands will never stop there. When using the popular culture, they will create a set of their own cultural system from their beliefs.

Culture is a kind of accumulated resources, which has a natural height in the minds of consumers. Users can naturally get up to a strategic high point.

Ceremony

In ancient Greece, the nobility deprived the king of power and established the polis system with the city as the political center.

Among them, the famous city states are Athens and Sparta.

The Greek sense of belonging is maintained through large-scale celebrations, sports competitions and cultural activities, and the Olympic Games are typical.

Similarly, Chinese traditional temple fairs and family ritual ceremonies are effective ways to enhance sense of belonging.

Successful brands also pursue consumers' overall sense of belonging, hoping to create collective resonance.

In order to really achieve this, only by making use of rites, these ritual in modern society often appear in the form of variants.

Ritual is a special process that allows the brand's core idea and spirit to convey to consumers or experience their brand value through a formal and sustainable activity, such as Chanel's spring and autumn fashion show and Amway Nutrilite's healthy running.

This tribal Carnival allows consumers to integrate into the collective of the brand, forming a collective understanding.

The bigger the brand, the better at making a temple fair ceremony.

Each brand is accumulated bit by bit, and accumulated over the years. It cherished every link with consumers and provided meticulous care.

The shaping of super brands is like a religious movement, using stories, beliefs, cultures and rituals to make scattered consumers become loyal to brand and closely related ethnic groups.