Smith Barney: The Development Of New Brand Marketing Mode

50 million, what is the meaning of Zhou Chengjian's "drunken Weng" in the name of online entertainment, which has constantly caused speculation inside and outside the industry?

From the "wonderful flower" column to the hot Metersbonwe, this big move in the entertainment industry marketing circles fame and reputation, Metersbonwe quickly created and completed a "do not take the unusual road" perfect marketing mode.

According to authoritative analysis of the industry, Metersbonwe sponsored network variety show "wonderful flower" is quite different from traditional brand implanting: the traditional brand sponsoring entertainment media mode is single and linear: from the production of the program itself to the reception of the program audience, almost all the acceptance modes of brand information are one-way and passive. From the screen to the consumer, it is a mechanical, non interactive "display passive look" relationship, just as we mechanically look at the hard LOGO of a brand on the screen without feeling the same, we can call the traditional mode a single passive mode of "screen marketing".

By contrast, Metersbonwe is famous for its many titles. The implantation of "wonderful flower" is more like "mirror image" and "multiple effects" -- the high resonance between entertainment program characteristics and brand characteristics, and the perfect combination of ideas.

Zhou Chengjian's "mirror like" marketing seems to be like a person in front of the mirror: like a person looking at himself in front of the mirror, not only has good clothes, but also the real fresh himself, clothes and people have vitality at the same time; at the same time, the mirror itself is also given the meaning and value of the person in the mirror, and the two feel the real self in the resonance between the two sides.

"Wonderful flower" and Metersbonwe brand

It is just like the relationship between mirror and human: maybe Zhou Chengjian chose "wonderful flower theory" deliberately. It is precisely to regard it as an extension of the Metersbonwe brand, a deep infusion of the vitality of the brand's full and vivid image.

American state "

"Brand marketing is a" deep implantation "from all levels. It shows a high degree of resonance from the display of LOGO, the highly consistent between the brand and the implanted media in tonality, and the high integration of core concepts and the basic demands of interaction between vision and sense base.

Highly complementary with the media - the resonance effect is wide, and the added value of the brand increases.

From the clothing brand, entertainment program, trend culture, the "mirror type" marketing has produced social, cultural and other levels of influence, including the "social hot spot reflection", "fashion trend led", "promoting the pformation of network entertainment media", "the personality expression and value thinking of young people in the new era" and so on, which brings the brand value added and social culture additional influence on the higher level, and the traditional marketing is deeper and wider.

Further speaking, the new strategy of Metersbonwe brand marketing is closely integrated with the two parts of entertainment marketing and popular marketing.

Senior industry analysts have pointed out that the traditional brand implanting "screen marketing" has been unable to meet the public's desire for entertainment and brand demand at the psychological level. In traditional media marketing, there are always huge chasm and fault between entertainment and brand.

Until the emergence of a unique concept like Metersbonwe's mirror marketing, the traditional media marketing mode is in an awkward situation of being deconstructed.