Brand Marketing Doesn't Need Absurd Thinking.

For brands, excellent marketing is not only to attract attention, but also to pay attention to brand image.

In the practice of brand marketing, there are also some wrong thinking. These wrong thinking may lead directly to enterprises without future.

What are the wrong thinking below?

Conventional marketing communication aims at increasing the current sales volume. Most of the strategies used are "increasing product attractiveness, accurate and effective advertising public relations appeal, strong sales force, extensive distribution network, terminal vividness" and so on.

When these marketing communication strategies are not launched under the brand strategy positioning commander, they can only improve sales temporarily, and can not promote consumers' recognition and recognition of brand recognition, so they can hardly support the building of strong brands.

China's marketing circles once had a view that was very noisy. "Sales volume came up, brand naturally made", "sales volume, no brand", "terminal is king, and channel wins".

In fact, these three marketing ideas are very absurd. They only enhance short sales volume, fail to create strong brands, and enterprises will not have a future.

Only under the guidance and commander of brand strategy, can we improve sales and brand equity, and we will have a future.

We can find that numerous marketing advertising strategies are first-rate from the standards of marketing advertising, but because they are not consistent with brand positioning, they are of no benefit to the promotion of brands, or even to the detrimental of brands, such as attractive appeals, new products that meet the needs of consumers, and quick sales promotion.

The details are as follows:

First, appeal and selling point can improve sales, but can not improve.

Many of the seemingly appealing appeals (selling points) and the hype of catching market hot spots can not contribute to the establishment of a clear brand association, nor can it enhance the overall value of the brand.

Chinese household appliance brand likes to stir up hot spots. The new concept is flying everywhere. Air conditioning has "bactericidal", "nano" and "antibacterial". Color TV has "Shang Tong Tong", "frequency conversion" and "green".

These concepts have a certain appeal in a certain period of time, but in fact they pick up sesame and lose watermelon. There is no organic connection between different concepts and no common brand identification. Therefore, the propaganda of each concept and hot spot does not consistently convey the essence and pursuit of the brand, and can not play a role in building up the basic recognition of the brand.

Such a concept marketing and selling point, which looks like a busy moment, can also create better sales performance and even a miracle in the instant.

But over the past few years, it has been found that the overall value of the brand has not risen. Conceptual marketing and selling point have substantive high tech support and can bring real benefits to consumers. Of course, it is a good thing, but we can not engage in the concept marketing for the limelight, grabbing the lens and focusing on the eyeballs.

More importantly, because the concept marketing deviates from the core interests, such as the color electricity industry's "vivid, natural and realistic" communication, so many concepts seem weak and vulnerable.

Hisense air conditioning does not chase the concept and hot spots, and has achieved substantial returns.

There are many hot topics in the air conditioning market, and new concepts are emerging. But most of them only provide secondary and auxiliary benefits, rather than consumers' most concerned factors when purchasing air-conditioning.

In addition, many of the current popular concepts in the market are not very high technology content, such as fresh air, negative ion technology and so on. When the family comes out, almost all industries can produce immediately.

That is, the pursuit of concepts and hot spots is not only a great help to enhance the brand's technological sense and respect, but to give people a more serious feeling is to damage the brand's technological image.

Of all air conditioning technologies, the best way to give

What brings benefits is frequency conversion technology, such as constant temperature comfort, power saving, energy saving and low noise brought by frequency conversion technology.

At the same time, the upgrading and breakthroughs of frequency conversion technology are more difficult. Compared with the lack of technical support, the concept of pure speculation can enhance the brand's sense of high-tech and innovation, and make consumers recognize and respect the brand as a whole.

Therefore, Hisense has been highlighting the core recognition of "frequency converter technology leader". Although the theme of last year's publicity is the introduction of the top frequency conversion technology research team, this year's propaganda is "upgrading the frequency conversion technology to the composite intelligent DC frequency conversion". The information is not the same every year, but it is deepening "Hisense is the leader of frequency conversion technology".

Hisense is also promoting many of the concepts that can add to the attractiveness of products, such as photocatalyst deodorization, air freshening, etc. but it never conceals the image of "leader of frequency conversion technology".

Therefore, many of the very attractive concepts and appeals in a very small time and some occasions and the hype of catching market hot spots can only promote sales growth for a short time, and cost a lot to achieve a short sales growth.

More importantly, it can not contribute to the establishment of a clear brand association, and is of no help to building a strong brand.

Two, product development deviates from brand positioning and dilution.

Deviating from the product development strategy of brand positioning, brand personality tends to become more and more blurred in the consumer brain.

For example, China's beer industry, the market is constantly changing hot spots, packaging style, bottle type, taste, technology, popular changes are fast, so many enterprises are afraid of being outdated, they follow closely the hot spots.

Even in order to prevent fleeing, a special bottle label and bottle type is specially designed for different dealers.

From a local perspective and a purely marketing perspective, these strategies are all right, because the hot pursuit of consumers can no doubt lead to a rapid increase in sales volume. For different distributors, a special bottle label and bottle type can be effectively used to collect evidence, which is also the focus of channel management.

This kind of product development strategy, which is purely temporary marketing problem solving, deviates from the brand strategy direction, often leads to more than 60 kinds of products of an enterprise. You develop red dates, I also develop red dates, I use wheat technology to brew, you also make wheat, you use snowflakes, I also use, you use short weight bottles, I also use.

Your packaging is red, green, blue and gold, and so are mine.

Many products with inconsistent packaging styles and products with no emphasis on their products enter the market. As a result, the brand is confused in the consumer brain and can never leave a constant, clear impression and association.

And we found that most of the international brands such as Budweiser and HeineKen did not exceed 5 varieties. The packaging of products will be adjusted with the changes of the times, but the fine-tuning is mainly the fine-tuning. There is always a very similar charm between the new packaging and the old packaging.

The twill and BURBERRY lattices of Dupont always appear in most styles.

Because international brands are well aware of the importance of brand recognition in the consumer brain.

Three, tactical promotion can only stimulate sales, but does not enhance brand power.

Many tactical promotions can stimulate sales, but often fail to enhance brand strength or even damage brand value.

Chinese enterprises are best at decisive battle terminals and promotions.

A lot of gifts, no matter how much the price is, how to refurbish them, they all have one thing in common, that is, this simple promotion will be done by anyone.

In the face of market competition, we must bear in mind that any strategy is of no great value if it has no personality and is easy to imitate or follow up.

So this simple sales promotion will eventually become a pure competition strength, stronger than anyone's financial strength.

You have to compete with competing brands to attract consumers rather than competing brands.

For example, brewery often likes to uncover a few cents to sell activities, others send 2 hair, you will have to send 3 wool; sell milk, others box a bundle of 2 bags, you must send 3 bags.

Similar promotions, though they can increase sales for a short time, do not bring sustained competitive advantage to enterprises by enhancing brand power.

Similarly, to strengthen the management of terminals, terminal display is very conspicuous, vivid work is done well, it can instantly improve sales; invite a star, increase advertising input, expand the coverage of investment and sales network can increase sales.

From the perspective of local vision and pure marketing, these strategies are correct and can solve the marketing problems at that time.

But because there is no identification around the same brand, it can not precipitate a clear personality Association in the consumer brain, so it can not build a strong brand.