58 innovative plans for marketing

Chapter 37 Brand Planning (1)
A good brand must have its own brand personality, and this personality is unique and belongs to what consumers want. It is the value orientation for consumers.

A brand without its own unique personality is like a person who wears the same style of clothes as others. It is considered to have no personality, no charm of its own, and it will not impress others.

Never think that what you give to consumers, consumers will accept. The market is like a screening machine, which will eliminate repetitive and useless information at any time, and only keep the products with the most market satisfaction.

The brand marketing of an enterprise is like building a bright future for a child. If we are a good parent, we should not see what other people's children will do, and force our own children to do what they want. Instead, we should consider The survival and life that children will face when they grow up in the future.What's best for kids?What talents does the child have?Is this talent enough to expand?And add luster to his life in the future.

Classic look back
Just like many private enterprises, although Septwolves has a strong sense of brand operation and has laid a solid foundation for brand value preservation, standardized operation, and multi-cultural promotion of brand management, its professional level in specific operations is still low, and it lacks a comprehensive system. Integrating planning and norms, there are certain biases and misunderstandings in action and awareness.Therefore, there are considerable obstacles in the communication between the brand and consumers, the brand personality is not strong, and the brand cohesion is insufficient. Most consumers' cognition of the "Septwolves" brand image is still based on the natural association brought by its brand name. Just stay in the "name memory" stage.Therefore, the urgent task of brand management of Septwolves is to strengthen brand management, enhance the brand personality of Septwolves, make the brand highlight a certain form of people, and make the brand and customers loyal to each other.

In the communication between brands and consumers, it is a continuous deepening process from logo, image to personality, and it is the highest level of "personalized" communication. It creates the characteristics of the brand, and cultivating worship is the destination of brand management.Therefore, for the brand management of Septwolves, the individuality of Septwolves must be comprehensively improved.

The essence of brand personality is the humanization of the brand. Therefore, the way of personalization of the seven wolves can only take "wolves" as the main body of the brand image and personalize the brand.The specific idea regards the "septwolves" as a person, a group of people or a subject, and what characteristics should this group of people have?

Creativity is by no means groundless, and any details of life style may become the basis of communication.A personalized brand image represents a specific way of life, value orientation and consumption concept, and aims to establish an emotional communication and connection with consumers. This kind of lifestyle is carried out to resonate with consumers. The advocacy of unique design and consumption concepts requires not only adapting to product features, but also matching the subconsciousness of target consumers.Only when the degree of integration is reached, can the desire and association of consumers be stimulated through products.

Through research, it is found that in the competitive environment of modern society, the world of men is a world of "wolves fighting for melee".Men face tremendous social pressure, including factors such as family responsibilities, social relationships, and career success.Survival itself means Shen Yong is alert and unremitting struggle.The tribe of men who pursue unremitting struggle is the mainstream group of men today.Men, on the other hand, have the characteristics of wolves both on the surface and in potential: loneliness, no fear of humiliation, courage, perseverance, and solidarity.And these are the spiritual journeys that Chinese men who pursue success must go through.Most of the successful and successful "men's group" are only superficially brilliant. They relentlessly pursue personal achievements and status, and they are a spiritual complex that emphasizes both individual heroism and traditional collectivism.This group of people reflects a heroic spirit of advancing bravely in the vortex of life, persevering in spite of setbacks, and actively challenging life; a kind of thinking calmly, focusing on burdens, and fully demonstrating themselves in boldness, self-confidence, generosity and even unruly rebellion. ideal personality.Obviously, the era of modern men's individuality is over, and a more restrained spiritual connotation and group cooperation have become new pursuits.These should be the connotation of Septwolves brand personality, and should also become the connotation of corporate culture, and constitute the extension direction of brand personality.Therefore, the improvement of the personality of the seven wolves must follow: take the "wolf" as the main body of the brand image and the expression language of its personality; deepen the image cognition, enhance the male world culture of the "wolf", and communicate the brand personality.

Based on such a reality, through the accurate creation of the main consumer group and the precise grasp of the male spirit, the new plan of the brand management of the seven wolves is: "the wisdom of the wolf - the endless philosophy of life", which represents the team challenge, personality, persistence, and patience , Fashion, Sophistication, Friends, Loyalty.With this, the seven wolves hold up the spiritual banner of the men's group, and inspire the successful and successful men to embrace glory, complete themselves, achieve themselves, and show themselves with the spirit of men who are brave, diligent, hard-working, and laughing at the vicissitudes of life.

It can be seen from the case that the repositioning plan of the brand management of Septwolves is very successful!

Skillful touch
Brand positioning is the part of brand identity that is often advertised to consumers. The purpose is to effectively establish the difference between the brand and competitors and occupy a distinctive position in the minds of consumers.Today, when products are becoming more and more homogeneous, brand positioning is very important to successfully build a brand.World Brand Lab believes that brand positioning is a highly technical strategy, which cannot be separated from scientific and rigorous thinking, and must pay attention to strategies and methods.Brand positioning should follow the following basic principles:

1. Implement brand identity.When a brand positioning is clear, the core value of the brand identity can be reflected and extended.The value proposition of brand identity is mainly used for brand positioning after integration, but in most cases, the connotation of the former (brand positioning) is obviously greater than that of the latter (brand identity).

2. Target consumers.Brand positioning must set a specific communication object, and these specific objects may only be part of all target objects of the brand.

3. Actively spread the brand image.Brand positioning can be regarded as a bridge between general brand recognition and brand image, and can also be regarded as a tool to adjust the relationship between brand recognition and brand image. accomplish.

4. Create brand differentiation advantages.Competitors are an important factor affecting corporate brand positioning. It can be said that if there is no competition, brand positioning will lose its value.Therefore, brand positioning essentially requires that it must demonstrate its advantages over competitors.Specifically, it is to make the brand attract consumers' attention and recognition by conveying differentiated information to consumers, and then occupy a unique and valuable position in consumers' minds.

To achieve the above goals, the main method is to discover and replace.

thinking innovation
Consumers buy products mainly to obtain the use value of the product, and hope that the product has the expected functions, effects and benefits. Therefore, emphasizing the efficacy of the product is a common form of brand positioning.Many products have multiple functions. There is no absolute conclusion on whether to convey a single function or multiple functions to customers when positioning. However, because consumers can only remember the information is limited, they are often only impressed by a strong appeal.Therefore, a single appeal that promises a point of efficacy to consumers can better highlight the personality of the brand and achieve a successful positioning.

Quality positioning is to use the excellent or unique quality of the product as the appeal content, such as "good quality", "natural product", etc., to target consumers who mainly focus on product quality.Products suitable for this positioning are often very practical and must stand the test of the market and win the trust of consumers.

Emotional positioning integrates the emotional connotation of human emotions such as care, concern, longing, warmth, nostalgia, love, etc. into the brand, so that consumers can obtain these emotional experiences in the process of purchasing and using products, thereby arousing the deep recognition and recognition of consumers. Resonate, and finally gain love and loyalty to the brand.

Self-expression positioning makes the brand a carrier and medium for consumers to express their personal values, aesthetic appeal, self-personality, life taste and psychological expectations by expressing a certain unique image and connotation of the brand, so that consumers can obtain a kind of self-satisfaction and The happy feeling of narcissism.For example, Langsha Hosiery persistently promotes the brand connotation of "moving, elegant and fashionable", giving consumers a kind of psychological satisfaction of being beautiful, charming and avant-garde.

Practical points
With the development of social economy, there are more and more products that customers can choose from in the market, ranging from brands to varieties, which are dazzling and dizzying.But the process of purchasing products is getting shorter and shorter, and it is difficult for consumers' brains to sort out so much information, and they must make purchasing decisions in a short time.what to do?Need a simple and convincing reason.If you have this reason, your product will sell quickly and expensively.Otherwise, the result is just the opposite.Therefore, if an enterprise wants to survive and make money in the current market demand environment, it must be better than others in a certain purchase reason, and it must pursue less and better.

Many companies in China have a strong "herd mentality", like to follow others, and I will do what others do.If you don't analyze the demand or the trend, you end up killing each other on a battlefield.With the continuous maturity of the market economy and the internationalization process of the domestic market, although this phenomenon has been improved to some extent, it is still very serious in some industries.It is impossible to have a permanent price war, and sooner or later most companies will go to the road of differentiation.So, people have already begun to differentiate themselves and establish their own competitive advantages, but you have not, or are not outstanding, what will be your fate?It's very simple, just sell things cheaper than others.

From the above two perspectives, positioning plays at least two roles in the marketing strategy: the source of customer favor and the focus of competition.Because, without positioning, consumers cannot know you and choose you at the first time; without positioning, competitors can easily defeat you.Therefore, it can be said that positioning is the core of marketing strategy, and its essence is the backbone for a brand to continue to make money.

In addition, from the perspective of the brand itself, positioning is also a discipline.Without it, there would be no standards to follow for all the tactics the brand did in the later period, and all behaviors would be like a mess of loose sand, which would be of no avail.

Scene reconstruction
1. Scenarios
The phrase "Drink Wanglaoji for fear of getting angry" has become popular all over the country. With its clear functional positioning, Wanglaoji's sales have risen from [-] million, [-] million, and [-] billion. Wanglaoji has also become synonymous with herbal tea, making a The regional brand for many years has become a well-known national brand.

It is the functional brand positioning that allows Wanglaoji to open up the national market in a short period of time and create a sales miracle.But with the passage of time, this functional positioning will inevitably become an invisible obstacle to Wanglaoji's sales growth and market development, because the functional positioning has already shown its weakness.

Functional positioning reflects the limitations of situational consumption. Situational consumption refers to the purchase demand that occurs when consumers have certain symptoms.For example, when sleepy or tired, consumers will think of drinking Red Bull.When there is a fire situation, consumers will think of drinking Wanglaoji. Situational consumption is an effective connection with functional positioning, and it is also the foundation of functional positioning.

The advantage of this positioning is that it can quickly lock the target consumer group, quickly seize the mental space of consumers, and open up the market in a short time to gain consumer acceptance and recognition.However, this consumption pattern will seriously hinder market expansion and sales growth when the brand enters the growth and maturity stages.Because customers only buy and consume related products when they have related symptoms.

Through the functional positioning of "drinking Wanglaoji for fear of getting angry", Wanglaoji effectively locked the target consumer group, and quickly gained consumer acceptance and market recognition through strong product strength.This situational consumption mode can quickly occupy the mental space of consumers in the initial stage of market development.However, as Wanglaoji transitions from the market introduction stage to the growth stage and maturity stage, the situational consumption pattern will seriously hinder the development of the market.

Because of the situational consumption of "reducing fire", Wanglaoji now has a group of very loyal consumers. They recognize Wanglaoji's functional attributes very much, but its consumer group cannot be expanded. Most people are determined because they have no need for this function. Don’t drink or basically don’t drink Wanglaoji; there are still some “dissociated” opportunistic consumers, they all know Wanglaoji, but think it has this function, and they can only drink it at a specific time and in a specific environment, and they can’t drink it otherwise , so they will not actively and consciously consume.This is also the reason why Wanglaoji only sells well in a few provinces such as Guangdong and Sichuan, which seriously hinders Wanglaoji's market expansion and continuous growth in sales.

Functional positioning lacks brand added value.Added value is a kind of spiritual value beyond the physical attributes of free products. For example, when we see BMW, we will associate it with a symbol of identity and enjoyment. When we see Nike, we will associate it with the never-ending fighting spirit. As consumers gradually mature and With the gradual improvement of cultural literacy, this kind of brand added value beyond the physical attributes of products will have a greater impact on consumers.Because customer consumption is originally a process of showing similarities and differences, consumers want to show that they belong to that level, such as buying Mercedes-Benz and BMW, it is to show that they value enjoyment and identity, and it is also a way of showing differences. Hierarchical distinction.

At this stage, the functional appeal of "reducing fire" is strictly speaking only the product value of Wanglaoji, not the added value of Wanglaoji's brand.Consumers buy Wanglaoji only for situational needs such as reducing fire, and they can't think of any added value of the brand. At most, it is bombarded by its powerful advertisements and its popularity is relatively high, so customers' first mention rate and purchase rate are relatively high.For a brand without brand added value, it is difficult to have a deep impact on consumers, let alone consumer loyalty.

With its functional positioning, Wanglaoji quickly moved from the region to the whole country, and with the help of the strong coverage of CCTV advertisements, it transformed from a well-known regional brand into a nationally famous brand.In the introduction stage of the national market, Wanglaoji created a herbal tea myth, but once it enters the market growth and maturity stage, Wanglaoji will inevitably face problems such as sales growth and brand image aging.

Question: How should Wanglaoji reposition its brand?

2. Role simulation
If you are the planning director of a well-known automobile brand, and the corporate brand positioning needs to be adjusted with the adjustment of the corporate strategy, how do you carry it out?
3. Thinking Enlightenment
What are the strategies for brand positioning?

4. Physical training games
Props: some paper, some pens.

Number of participants: 10 people.

Method: 10 people were divided into two groups, 5 people in each group.Set a specific scene, and the two groups write a brand positioning plan for a certain brand.

Rules: In the specified time, which group's plan is perfect and feasible, which group wins.The time is 60 minutes.

Purpose: Through the game, cultivate the ability of game participants to plan brand positioning.

5. Improve plan
Reference answer

1. Situational case: The answer is omitted.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment answer ideas: Brand positioning should pay attention to the following strategies:
(1) Attribute positioning.That is, positioning is carried out according to the primary and secondary characteristics of the product.For example, Disneyland can claim to be the largest amusement park in the world, while BMW emphasizes its superiority in performance and handling.

(2) Interest positioning.That is, positioning based on a special benefit that the product brings to consumers.For example, "Anti-'Japanese' hero" resin sheet - no cataracts, Head & Shoulders - no dandruff.

(3) User positioning.This positioning method is to connect products and users, trying to make consumers have a unique perception of products.For example, Mrs. oral liquid - full of femininity.

(4) Positioning of competitors.A positioning method that uses competitors as product test points to identify products.For example, the American Avis car rental company has achieved great success with its positioning of "we are second, so we work harder".

(5) Quality-price positioning.Price is the monetary embodiment of commodity value. Since the vital interests of buyers and sellers are closely related to price, they will have different psychological reactions to different prices.Using this response to determine brand positioning can often play a surprising role.For example, "Skillful Hands" washing powder said: "Quality wins, the price is fair", and Schneider resin lenses said: "Climb the peak of quality".

Classic look back
A large-scale national sports event with the theme of promoting the Olympic spirit - "Tsingtao Brewery I am the Champion" kicked off in an all-round way.This large-scale event has set up 6 competition areas across the country, and each competition area will select 48 contestants through the "20 Hours of Rapid" event, and then participate in the nationwide challenge of traveling around China within 30 days.

This is Tsingtao Brewery's sponsorship of the 2008 Olympic Games, following its sponsorship of the Xiamen Marathon and the 2006 Turin Winter Olympics, two new large-scale activities to promote the spirit of the Olympics.The biggest difference in Tsingtao's measures is that it did not sign various stars on a large scale like other manufacturers, but actually spent the money on ordinary consumers-continuously sponsoring various national sports Sports, so that the general public can also enjoy the passion, dreams and sense of accomplishment brought by sports.

(End of this chapter)