Intelligent Brands In The Internet Era

Social networking platforms such as Facebook, Twitter and LinkedIn are nurturing an incredible reality and virtual value.

These social media have stimulated and promoted the revolutionary events that we have seen in the Arabia countries; broadband technology and mobile devices have made the whole industry and users closely linked in an unprecedented new way.

Obviously, the Internet era has arrived.

Ubiquitous, real-time, 100 billion stations running in social computing mode.

Relevance is becoming a cultural and commercial gene.

Clay Sjoki (Clay Shirky), the influential work, "cognitive excess: creativity and generosity in the Internet Era" is emphasizing this point, and many authors have discussed this point in detail.

Peter Moholz (Peter Merholz, the inventor of the word blog) has written more than once, and has also quoted David Grey (Dave Gray)'s Thoughts on "the companies that are connected" and "socialized commercial design", and Tiffany Schlein (Tiffany Shlain)'s new movie "relevance" (Connected: A Declaration of of), which excavated the tangible and intangible links between the major issues of our time, and considered that these topics are closely related to interpersonal relationships.

The unprecedented Internet of things not only catalyzes the issue of "sociality", but also puts forward higher requirements for "intelligence".

More and more products and services tend to be multi-functional and multi-dimensional. They are linked to a wider ecosystem and serve as platforms for multiple value-added applications.

Companies from all walks of life are gradually developing various intelligent solutions, including smart phones, smart energy, intelligent health management, intelligent home buyers, smart mobile devices, and so on.

Intelligent ecosystems are gradually becoming the key to innovation - just like brands are used to improve.

But what does "intelligence" mean for a brand? How does this set of new ways not only for the products and services provided by the company, but also for their full interaction with brands and employees and customers? How to interpret it? To become an intelligent brand, should He Quanxin know the concept of "relevance"?

The definition of textbooks is as follows: intelligent systems can be self managed, embedded with feedback mechanisms, and can continuously recognize themselves to adapt to changes in the surrounding environment.

They are good at describing and analyzing situations, and make predictable and adaptive decisions based on existing data and implement them effectively.

How do brands do this? Here are some key words:

Network: in a network economy, the value of marketing depends on identifying and implementing valuable connections, both within and outside the organization.

This network forms a brand new "B2B marketing": between brand and brand.

Brand managers need to ask themselves: what kind of brand companies are we want to maintain? What kind of brand are we looking forward to? What kind of brand are we trying to win?

In the B2B space, especially in the professional field, this side marketing is almost more important than the typical buyer's marketing.

The concept of B2B goes further: a brand can not just regard other brands as partners, they need to treat users as brands.

For users, this brand will also evolve, nurture and even image damage.

The value gained from interaction with a brand is as important as other material and practical rewards.

Smart brands will draw a "brand network" roadmap that they participate in, perhaps not just competitors.

Smart and Internet brands tend to go beyond their areas and continue to build seemingly impossible alliances on the Internet boundaries. Today's borders will become the core of tomorrow.

Social intelligence: Internet brands are social brands, and once they become "smart brands", socialization means "social intelligence".

The word "intelligent" in English is derived from Latin "intel-ligere" and literally plates into "connection".

From the most extensive definition, social intelligence is a kind of ability to communicate with most people, communication skills or comfort in society, understanding of social things, sensitivity to stimuli from other members of the group, and insight into the pient emotions and potential characteristics of strangers.

In terms of brand names, "social intelligence" can be interpreted as "a skill to discover the most subtle secret of user behavior, continuous acceptance of feedback and ability to change behavior."

Social intelligence brand can connect the social desire and motivation from others, and integrate them appropriately through its own social interaction mode.

In fact, marketing is not the process of "making ourselves different from others by understanding everything else"? Social intelligence brands often have empathy and are nurtured under the clues of monitoring behavior, with what we call "network effects".

Platform: I know that the concept of "platform" is a bit rotten, but most cliches are often repeated truths.

There is no doubt that smart brands need not only be fully trusted, but also "become a platform".

Once it becomes a platform, it has a strong "adsorption power" and can create a driving force for change.

This means that the brand is psychologically prepared for external influences, and is good at changing direction if necessary, or that many people can make money from the services you provide.

To be a pure platform and to become a brand is quite the opposite. Intelligent brand provides enough value for shaping its own ecosystem, but at the same time, it keeps its corresponding content code with its own value.

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Super flexibility: to some extent, the operation of intelligent brand is similar to that of software company. It reconstructs itself from a single line, static and sound strategic level to a more dynamic, multi line and decentralized tactical level, thus enabling knowledge to flow rapidly in its own network.

Stuart Evans (Stuart E-vans) and Homa Bahrami (Homa Bahrami) have created the term "super flexibility" to accurately locate this ability, which can adapt to reality changes, just like a solid anchor that can withstand the waves of all kinds of big rivers and seas.

They believe that their system

Furthermore, the "super flexibility" brand is often "multi polar and has multiple centers of gravity".

Today, white and tomorrow become black, these forms are not important, the key is the essence.

It is like an organism with multiple brains, like a group of birds in the sky or a group of fish in the water, moving in the same direction.

The super flexible brand has three core parts: the basic structure dissected; personality or culture and identity; the most important is its operation mode, that is, the interaction between people and how information flows in the organization.

The biggest challenge in the dynamic world is how to synchronize these three and appropriately adjust priorities.

Presence: Shirley Turkle (Sherry Turkle) invented the term "Distributed Presence" in the book "life on screen: Identity in the Internet Era", which is used to describe multiple channels and direct to target users' online marketing strategy.

Subsequently, the marketing mode shifted from broadcasting to narrow broadcasting, from mass media to social distribution, from timely to real-time, from paying media to self owned media, from knowledge to participation.

With the rapid development of Internet communication, it may evolve further: "presence" has become an indispensable feature of all marketing means.

Highly interconnected brands are everywhere so that they can appear at the most suitable time and place.

Because they cover all relevant networks.

They are like rubber that pulls in different directions but has not yet cracked.

This concept of "presence" has given the smart brand a key advantage: it is familiar with user habits in a way different from the past.

People used to say that knowledge is power.

In the Internet era, the real power comes from fast learning, faster than real time.

In this case, "presence" can not be perceived. It is entirely intuition.

Unpredictability: smart brands are also good at dealing with uncertain events.

As Peter Moholz said, "business must be good at grasping the complicated aspect of human nature.

When people interact freely, uncertainty arises.

The decentralized network of soil cultivated in the Internet era is equally unpredictable in nature.

Good brands are always full of uncertainty.

The consideration of management should not be based on how much uncertainty can be reduced, but how much uncertainty it can bear to evaluate it.

Summary: is your brand adaptable, networked and socialized? Can it be easily upgraded? Can it achieve "integrated design" through rigorous strategies and solutions like intelligent systems? Does it have the courage to ignore the rules given by analysts? It seems to be contrary to intuition, but the Internet era is not the data era.

The life of intelligent brands is very short. Even with huge amounts of data, the essence of the brand is more important than form. Chaos is more important than tight structure, and intuition is more important than knowledge.

They are like viruses pmitted by passionate people and continue to spread this enthusiasm in operation.

Highly interconnected, highly socialized and ubiquitous can give you a sense of user desire, sensitive emotional changes, first - hand knowledge advantage and quick attention to key events and dialogues - because when something happens or is being talked about, the problem is already there.

You may wonder why I didn't give an example from beginning to end, because I haven't found one yet.