We Must Be Good At Catching The Brand'S Turning Point To Win Our Business.

Those who are prepared can seize the opportunity when the opportunity comes, so as to make possible opportunities to become a breakthrough point, while those who are not prepared for it are uncertain, unable to catch up and catch up when opportunities come. Because these differences lead to different lives.

Life is like this, so is brand growth.

From birth to growth, development and maturity, brands need to go through a lot of things. From the early location, equipment selection, production standard setting, channel construction, product pricing, and then to brand name, design logo, standard color selection, product packaging design, refining what kind of selling point, and later learned that the need to brand strategy, word of mouth determines loyalty, accurate advertising appeal is more important than good idea, persistence is the most important asset of the brand.

There is no reason why. Success There is no unprovoked failure. The success of the brand is based on the correct brand strategy. It must seize one or several important inflection points and achieve one or several important breakthroughs until today.

Take an example of commonplace, for example, if he sells the herbal tea in the same old way, then sales can only linger around 1 hundred million. JDB has seized several important opportunities to achieve the turning point of the brand. The first is the positioning of the inflection point. In the fierce beverage industry, the consultant team of JDB is keenly grasping the mental space of "preventing excessive fire". Consumers may have difficulty understanding what is the upper bound fire, but preventing the fire is the demand of everyone. The second turning point is the inflection point. JDB relied on the high-altitude bombing of the TV media and the vivid rendering of the terminal, so that consumers could hardly hide anywhere and realized the effect of detonation in a period of time. The third turning point is event marketing, the 2006 World Cup, the 2008 Wenchuan earthquake donation one hundred million, the Spring Festival "you dare to shout me dare to send" activities, all have brought tremendous influence and brand interest to the brand.

As mentioned earlier, when the opportunity comes, is the brand ready? When the market is in stalemate, can the brand create chaos from the chaos? Properly handling these moments can become an important turning point of brand breakthroughs.

One brand What aspects of the inflection point may arise, or at what level can we look for inflection points? In fact, it can be said that inflection points may exist at any level. Technology, production, positioning, channels, marketing promotion, and any aspect of public relations may bring a leap in the brand. It sounds rubbish, but the fact is so.

1, the inflection point of technology. Apple's first turning point must come from his technology, lack of technology that transcends the times, and apple can not get to the present by relying solely on the concept. Being technically the best is enough to create a huge turning point.

2, price inflection point. Although Galanz has a very thin profit, it has built its own business safety defense line by price. Galanz's microwave oven is in the absolute position of dominance in the market, and the low cost leading strategy is an important part of its strategic combination.

3, the inflection point generated by the model. Left and right mode, right hand brand. Ma Yun's "platform thinking" has created a powerful Alibaba empire. Ma Huateng, relying on financial strength and rapid follow-up of large customer groups, can do the best in any field or withdraw quickly. Finding a good model is undoubtedly the biggest turning point.

4, the inflection point generated by positioning. Positioning is to create a unique impression in the minds of consumers, so that the brand is directly related to a subdivision. "Blue bottle" is "good drink" and "pure". Although there is no emphasis on raw materials and technology, it has been divided into two major camps "blue bottle" and "non blue bottle" in the minds of consumers. Good positioning can make the promotion more efficient and even dozens of times magnified.

5, the inflection point generated by marketing promotion. We don't say much about the influence of money barrier advertising, but there are not many enterprises that can throw money indefinitely. In fact, the key to popularizing success lies not in much but in essence. If we can make a kind of media and a way of promotion thoroughly and thoroughly, we will never lose the influence and goodwill. The marketing of millet and Apple fans, Halley's personality marketing and Zippo's story marketing are not successful by a large number of advertisements. So, to get an inflection point in marketing promotion, the secret is two words: the ultimate.

Besides the above, there may be many ways to generate inflection points, such as channels, sensory cognition, design, and terminal winning. However, no matter which way it is, to bring the upward inflection point to the brand, we must have the spirit of "going all the way to the dark", and we must have the determination to achieve the ultimate goal. This is the key.

Also, it should be emphasized that in the process of brand building, do not put yourself into endless execution, though it seems to be very dedicated, but it is very inefficient, if you want the real market effect.