What are the “first principles” of brand marketing?

This sentence comes from marketing guru Philip Kotler. It successfully and clearly transformed the marketing department from the role of "spokesperson", "planning department" and "publicity department" of the company to the role of product manager . What we are talking about here is the concept of the big marketing department - all the parts within the company that are responsible for communicating with consumers . Marketing has moved from a marginal department to the core of the corporate stage.

4. The origin of brand work is to discover needs, create value and communicate value.

Based on the interpretation of points 1.2.3, the starting point of brand work must be to start from the user, discover needs, create value and spread value . Instead of coming up with all kinds of creative ideas right away.

5. “The opportunity to build a brand lies not in existing markets but in creating new markets.”

This sentence comes from Jack Kraut's masterpiece "Positioning" and "The Origin of Brands".

I strongly agree with Master Kotler's point of view that all marketing strategies are based on STP - market segmentation, target market selection and market positioning. Based on certain market segmentation, the company determines its target market and finally positions its products or services at a specific position in the target market.

Positioning is not equal to category positioning , but in the past, category positioning had better opportunities. Today, every sub-category has very successful brands. When we talk about positioning, it should be based on consumer scenarios and tapping into the unique value and advantages of the company.

Moreover, I wrote in "What Should Industrial Age Brands Learn from Internet-Native Brands? 》It is mentioned in the article that it is impossible for us to keep the brand positioning unchanged once we determine it at the beginning. Instead, we need to make systematic adjustments based on changes in the environment and feedback from the market and consumers to correct deviations in brand positioning and eliminate uncertainties.

6. A brand is not a story, but a distinguishing mark and unique value; it is trust for consumers and a commitment for merchants.

In order for brand information to spread, there needs to be a story, but branding is more than just making up stories. There are many definitions of brand, but we have basically reached a consensus: brand is the impression left by all the information about the brand received by consumers; it is the integration of all the experiences of consumers; it is the products and services provided by the enterprise over a long period of time; it is the collection of understanding and perception in the brain of consumers, and the mark that distinguishes it from competing products;

It represents trust for consumers and commitment for merchants.

7. “Good design is good business.”

Apple is the best example of combining technology, innovation and design. In addition to Apple, when talking about technology companies that promote design, we have to mention another giant, my former employer - IBM.

As early as the Watson era, IBM proposed that "good design must be people-oriented" . Recently, in addition to talking about artificial intelligence , we are also vigorously promoting " Good design is good business ".

Design Thinking, in simple terms, is the rapid implementation of customer-centric product development through prototyping, while using design thinking to boldly collaborate with users to optimize products to the end.

IBM hopes to embed design elements into every aspect of its work by building its own culture, allowing consultants, researchers, social media experts and designers to work closely together in a team and collaborate with customers to develop and propose solutions - this is also the goal of the Campaign Lab.

This booklet, "The Generation of Ideas", written by advertising guru James Webb Young decades ago, very clearly describes the production process of creative workers in the advertising industry. It has not changed in decades.

I have worked with a large number of creative people, and I have to admit that creativity depends to a large extent on the creative people's knowledge, experience and background. But if a creative person tells you that his creativity is wild and untraceable. He must be lying to you.

Creativity is ever-changing. But the process of generating creativity, or the process of creation, has rules and working methods. However, even if you know these methods, good creative people still need a lot of daily accumulation and deliberate practice.

So, in this sense, I don’t believe that artificial intelligence can replace creativity in the short term. Because at their core, they are all "craftsmen".

9. Excellent marketing never produces information junk and focuses on user experience and user interests.

In this sense, clickbait is wrong. Too much shouting and disturbing is also wrong. Many times, people don’t think clearly and would rather spend the money on marketing on users.

It is very disappointing that many advertisements now actually produce information junk, which is something that the Camp Creation Lab does not want to do.

My request to the team is that since you have entered the marketing industry, I hope that no matter what you do, you should do it well and not produce information junk.

The author of this article is @营创实验室 and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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