The Third Angle Of Brand Strategy

This is the best era. Our generation has participated in and witnessed the growth of China into the world in the process of black hair becoming white.

In such an era, growing enterprises are at the juncture of life and death choices.

In the process of enterprise upgrading and pformation, the resource radius of small and medium-sized enterprises is too small. Besides talent, capital, technology and market, they need to cross the mountain of brand building.

Make brand

Rational choice of guide

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In April 1998, he spent 12 million yuan on strategic consultancy with foreign consultant McKinsey.

At this time, Le Baishi is at the peak of development: sales growth in 1997 has reached 85.3%, and pure water is leading the country.

He Boquan, the head of the company, wanted to develop carbonated drinks, and even remembered his name.

McKinsey sent 4 experts to Le Baishi, which took 4 months to produce a nearly 300 page consultation report. Its core idea is "to create a leader in the non carbonated beverage market".

McKinsey is based on "in-depth investigation and research" and "massive data analysis" to advise him not to enter the field of carbonated drinks.

Thus, a great brand imagines that today's Cola is aborted.

Meanwhile, Vahaha, an old rival, launched the "very coke" in the same year and achieved great success.

McKinsey made 1998 a turning point in the competition between the two giants.

The encounter did not stop Chinese entrepreneurs from pursuing McKinsey's enthusiasm. In 2000, Konka chose to cooperate with McKinsey and got an analysis report of three bricks.

Today, GREE, Haier, Lenovo, Chunlan and the United States, which are all in keeping with Konka, have developed into giant companies. Konka has not yet fully recovered from the side effects of "western medicine" given by McKinsey.

When the bright dairy industry asked McKinsey, Mengniu was still struggling to start a business in the prairie. Now Mengniu has become "the fastest cattle in the world" while the light is growing dim.

After years of observation and reflection, I think this is not caused by the inadaptability of Chinese enterprises' physique, but the result of "acclimatization" of multinational consulting companies.

Compared with the developed countries such as the United States, China's market environment is not mature enough, and the degree of market development in different regions is quite different. Compared with consumers in developed countries, Chinese consumers are not rational and mature.

Growth enterprises should not blindly believe in "foreign consultants". They should rationally choose their own brand leaders according to the stage of enterprise development and the market and competition situation they are faced with.

Be alert to the "spiral of silence"

Is quantitative analysis more reliable than qualitative analysis? What are the perceptual elements of experience, intuition, and digital statements?

In the 80s of last century, Coca-Cola used millions of dollars to deal with Pepsi Cola and tested 200 thousand new people in 13 cities in the United States.

60% of consumers think that the New Cola is better than the old cola, so Coca Cola Co can confidently promote the New Cola.

But the launch of new coke immediately aroused the anger of many Americans.

Many people think that Coca-Cola represents the spirit and culture of the United States, is the real cola, the formula is to betray the nation and the nation, and that will not buy Coca-Cola later.

Under the pressure of the outside world, Coca Cola Co had to change the reservation plan immediately and reintroduce the classic taste of Coca-Cola.

Why do most people's opinions in market research do not represent "public opinion"? This is because there is a phenomenon called "spiral of silence" in research: in order to prevent being punished for being very few, everyone must first observe the four weeks before making his position clear.

When he found himself in a majority position, he thought he gained the advantage of position and was inclined to show his opinion boldly.

Otherwise, he will turn to silence or echo.

Moreover, when the mass media openly reminds us of certain opinions, communication studies mean that once the valve of public opinion is opened, it is easy to regard people as the majority of the dominant position.

In the spiral expansion of "inferior opinion silence" and "superiority opinion being shouted", the overwhelming majority opinion (so-called public opinion) was created.

Does this mean that entrepreneurs can not do market research and data analysis in decision-making, but only believe in experience, intuition and other perceptual judgments? The answer is No.

Whole brain thinking and five force model

In the decision maker's brain, the ability of data analysis and rational thinking comes from the left brain, and the ability of experience intuition and perceptual judgment comes from the right brain.

In the process of strategic choice of enterprises, decision makers should come out from the two element thinking dilemma of rationality and sensibility, and find out "quick and good" solutions through the whole brain thinking.