Brand: No Good Mentality &Nbsp; Talk About Culture Slowly.

If we talk about the subtle correlation between "brand mentality" and "cultural deficiency", it will not be a new topic of keeping pace with the times, but it is also a trend of keeping pace with the times.

However, when these angry and funny old topics can be seriously and seriously placed on the table and written into the article, it is also the performance of the industry and the trend towards maturity. This shows that more people are concerned about the most detailed and the most difficult to be noticed in the brand building, and the brand culture will go up to the dimension of the dimension, which will surely make the Chinese brand era more plump. At the same time, it also warns that those brands with serious psychological problems have already faced the harbinger of an abyss.

Don't talk about the environment.

"Pan description" brand in the abyss culture in the cloud

"Yours.

Last year, in an interview with a clothing brand developed city in the South last year, more than ten brand enterprises, regardless of their size, fame or market efficiency, had their own brand culture, and the brand people took these "brand names".

"Pan description", as the name suggests, is always dissociated from the descriptive rhetoric. It is often beautiful, poetic, fragrant in coffee, red wine in the spleen, leisurely and carefree, and leisurely in heart.

However, anyone who has a strong will will pull back his thoughts across the sea, and ask with respect, "when the brand culture of an artistic conception is implemented into the details of your brand", it is the time when the brand mentality is really big.

There is a brand that has been founded for nearly two years, and the culture has been very loud. In order to achieve the effect, the operator has asked the artist to paint in the half year of the brand creation, and to find the composer of the music composer, trying to hang his carefully selected culture on the wall and sing it in his mouth.

But when the reporter asked him second questions,

Seeing the gigantic question mark that appeared in the eyes of reporters, the operator said rather reluctantly: "now I can hardly talk about brand culture. When my brand was founded, on the first day, many people asked me what culture is, and it seems that you can not tell a good and honest culture, just like the stalls, we are also forced by the environment."

The operator sighed innocently, so that reporters could not bear to accept the soldiers, but they always felt entangled and choked in writing. There was no way to tell the brand to the environment.

Why? Similar brands are plethora, but few of them are so honest. More branding people bite the teeth of struggling markets. To death, they must carry out "Pan description" to the end. No one is not paying for their own gold, but none of them is realistic.

For example, my brand expresses the tea culture with oriental tradition and deep, and asks me how to display it in brand details. We put a set of tea set, black tea and oolong tea in the store, and women have many artistic conception to tea.

What? How to put it into the product? Women who know tea will come to tea, and they will also like our clothes...

And not many women who know how to drink tea will go to the clothing store to taste tea. Even if you really drink free tea, you can't see your clothes.

To regard culture as an ornament, or even the only thing that an operator can tell the brand, is it really to blame solely for the environment of quick success and instant benefit? Conversely, who created the environment?

Not long ago, there was a program about foreign students, generally speaking, today's children are rushed to get gilded.

The child failed to win the battle, and spent the hard-earned money of his parents, eventually wasting the capital that parents showed off to others. This phenomenon was completely forced by the environment.

One of the pedagogics asked, "is it really the cause of the environment? Who can say what the environment has done? Today's environment has created a platform for studying abroad, isn't it a parent's hope? But, ask yourself, what's the attitude of the parents to let their children out? What's the attitude of the child to study abroad? On the same platform, why some can be successful and some go to the water? We have to make good use of the environment instead of the environment."

In the final analysis, the use of the environment, or the use of the environment, is not based on the environment, nor depends on the culture, but the state of mind.

Whether the culture is hung high on the clouds of art or life, or whether it stands outside the brand, is the "pack mentality" that is eager for quick success and instant gain is in trouble? Or is it a flood of "pleasing attitude" that is blindly pleasing? Or is it the same as entrepreneurs and parents who send their children abroad for the sake of making faces? The truth is that they have to face the gold sticky mentality. No matter what kind of mentality they produce, the market will not care about their life and death.

It is not that the brand culture can not be a romantic, aesthetical literary fan.

The famous woman dress brand, the most impressive cultural taste of her fans, is the same sentence with artistic conception: "I am Jiao e".

The reason why this is so popular is not to tell the consumer "Jiao Jiao" in the shop to tell consumers that "they bought my clothes, you are Jiao Ye", but through the matching of their cultural products and even the cultural sublimation products on the consumers, so that consumers feel the satisfaction and glory of Jiao's e, so that the cloud culture has life and soul.

So, brand culture, you can talk about the cloud, but at the same time, it must be done.

For more small and medium-sized brands, it is more important to create a reliable brand with a reliable and low-key culture. If your brand is to become famous in the market, your brand culture will be helped by many people even if you don't mention it.

Don't talk about the market.

"Sayno" everyone is imaginary enemy.

"Remember, everyone visiting in the exhibition hall is your enemy."

I believe there will not be any brand exhibitors to say such a death to his team, but what many exhibitors actually do is precisely the body language that this sentence can express.

Just after the end of the CHIC2011, people once again felt the brand's hostile attitude and vision. During this period, several brew incidents, though they were all in the vicinity of people's dissuade, but it was inevitable that managers would be afraid, and if they really fight, the whole hall would not be tranquil.

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To be honest, this is a commonplace, but it can not be ignored. With the progress of the times, the phenomenon of lower level has become the brand characteristic of China's exhibition.

In the women's clothing Museum, there is a famous brand designer's booth in the circle. At the entrance, there is often a big man standing on the entrance, staring at a pair of angry eyes, holding a pair of strong arms with strong fist, blocking all the visitors outside the door, asking the reason, and answering: "no, they can't enter."

If you dare to go further, the big man's arm can swing you out of Shunyi District.

No one knows what the mentality of the brand has come from, and the insiders of the brand designer are looking at each other in the face.

If this is an extreme case, the so-called "routine case" is too numerous to mention.

Exhibitors require visitors to leave their business cards to visit. The fear of picking money can be understood. However, the attitude of asking for business cards is a real cold shower. The most important thing is that the exhibitors who pour cold water on them are not one.

If you don't take photos, the reporters will not be able to do so. Let's not say that the inside scenes can't be photographed. They just want to take the exterior view of the booth. They are also standing at the gate of the booth. They insist on visiting the distance. The brand staff are acting as the brand bodyguards who are keen on the eyes. They also want to be taken up by the thief. If a brand asks a famous person to come, it will be more like a battlefield. If you do not run away, you will not be let out of the way.

Such a variety of almost hostile attitude towards every visitor's mind is almost a continuation of the annual practice, so many visitors are lamenting: "over the years, the industry has developed to this stage, why have they not made any progress?"

This is half the story. There are some brands that are advancing. Shanshan and YOUNGOR do not say, "big brother" is an open-minded demeanor. They want to make random shots and want to look at them casually.

The reception staff of Taiping bird are all smiles and greeting guests. They are open minded and show the brand culture to the public at a glance.

Women's clothing brand from Shandong, Shu Lang, may be a few of the women's wear exhibition hall not to take visitors as the brand of the enemy, not only can visit casually, the brand is also specially equipped with a circle of Internet cafes, a iPad computer, online search for information on Shu Lang.

Why is there such a big gap? What are the fears of those hidden brands? The reasons given are equally cliche: Well, I'm afraid that intellectual property rights are infringed.

Piracy, rake off, imitation, from the age of branding to the age of creativity and innovation today, it has never been eradicated from the roots, so the branding firms will be convinced that we are forced by the market.

Ten years ago, we would have sympathy and understanding for the brand. But today, we have to sneer at the only way of saying this. Because ten years ago, the information was not smooth, the industry was not sound and the brand awareness was not clear. With the help of an exhibition money, it was difficult to get the money. Then, how many people will spend a lot of air fare in Beijing in the next era? How many people will pay the high price for the famous brand?

The most important thing is that in order to prevent copying, there is every reason to treat everyone as a hypothetical enemy. Rather kill one thousand things without missing one. In this age of everyone's personality, borrow the ridicule of a movie line: who is afraid of who?

It is fair to say that it is the common mentality of some "SayNo" brands to take a gentleman's belly with the heart of a small person. It reflects exactly the psychological inferiority of brands.

The change of visitors' facial expressions is a warning sign for brand names. Faced with the hostility of brands, the expression of visitors was angry several years ago, and this year more expressions are indifferent and scornful.

"If you don't let me in, I won't go in. If you don't let me shoot, I won't shoot. Now that the brand can be more than one of you, I don't understand what these brands are going to spend on the exhibition. Why? Is it to be despised and scolded?" a visitor's sneering does not know whether these brands will touch or not.

In the exhibition hall, the bigger the card is, the friendlier it is, not because it has become a big card, but a friendly, honest and open-minded heart.

When did you see Shanshan and YOUNGOR turn their employees into bodyguards or to set up a doorman at the entrance of Taiping bird and Shu Lang? None of the brands that opened their hearts were bankrupt because of being stripped.

State of mind determines the realm of culture and the fate of a brand. A closed and narrow mindset will never brew a brand with cultural details. When you think of everyone as a hypothetical enemy, everyone will despise you.

Dialysis: don't talk to consumers.

"Alphabet brand" is not enough for Shanzhai.

Chinese high-end brand white-collar workers have their own English names, but under the WHITECOLLAR logo, there must be a Chinese character "white collar".

Designer Ding Yong's product label is a string of letters that can not be read out, but all of his shop LOGO are three Chinese characters - Da Yi Yan.

These brands, which are rich in Chinese characters, also have their own English LOGO. However, they never obscure the Chinese names attached to national feelings and traditional culture.

A few years ago, there was a "La...".

The brand, the clothing has the style very much, likes many people.

One day, in a fashion event, a media reporter wearing a brand of clothing attracted the praise of many journalists.

Who knows, the reporter was suddenly embarrassed and asked, "this should be a French brand. It's not what I call it."

As a result, people gradually dispersed, but also heard the remaining voice: "ah, how come to China, do not get a Chinese name, do not know what brand, where to buy it?"

A few years later, I suddenly saw the name of the brand in the shopping mall, and it was very pleasant to read. Therefore, the spread of the brand has gradually increased. Now it is a very famous brand in the market, and people are also pleasantly surprised to find that this is a genuine Chinese brand.

Why did the Chinese name be suddenly marked out? Perhaps the entrepreneur also realized something from the market. Perhaps in the process of making the brand culture, a great change has taken place in the mentality of the brand. This pformation is an opportunity for the brand to carry forward. A French Shanzhai that is always called "pull what", even if it is stained with the French spirit, how can it go out?

The brand must have a foreign name, which is the needs of the times and the basic equipment for the internationalization of Chinese brands. But at the very least, we must grasp two points. First of all, the name of the foreign language should be decent. At least, don't take the Chinese phonetic alphabet to install the letters. Then, we must have a Chinese name which is good for spreading.

For those who dismiss their native names and do not understand the "alphabet brand", they should not blame their customers for their love of foreign languages. No brand with Chinese names falls due to Chinese names.

Including orthodox foreign goods, "Prada, Armani, Chanel", have made plain Chinese names, because people know how to start from the heart to expand their cultural details.

As an upright Chinese brand, it is not an extreme sense of inferiority and lack of culture. It does not mean that this behavior seriously affects the confidence of the Chinese people in the national fashion. It also hamper the so-called "big words" of the forward steps of "China's creation" and so on. In terms of brands, all consequences that can not be disseminated can only be paid by the brand people themselves.

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In the final analysis, the recognition of brand culture in the current era must be attributed to the perspective of detail construction. The most permanent and necessary requirement for the construction and improvement of brand culture is the appeal of many entrepreneurs in the industry "to be detail oriented and detail oriented".

Details are fulfilled because of their intentions, and life is only due to culture. They have seen someone's micro-blog: people can have nothing but a good mentality can at least have a relatively long term health.

If this sentence falls on the brand, it must be: brand people have a good mentality, brand not only has health, can have anything.