Awesome brands often have their own media attributes!

I have watched quite a few product launch conferences recently and sorted out some aspects of market operations and marketing from super brands that are worth learning from.

Most super brands are creators of new categories

We all know that in the traditional marketing theory STP strategy (market segmentation > target market > market positioning), market positioning is the most important link, and its core is the three words "differentiation".

But I think the complete positioning theory cannot be summed up in just three words: “differentiation”, because in real life we ​​can see that brand positioning is actually divided into three types, namely: differentiated brand positioning - differentiated brand positioning - unique category of brand positioning, and these three are in a progressive relationship with each other.

Let me give you an example.

Type 1 (General Brand): Differentiation

In today's buyer's market-oriented business environment, it can be said that every company is making every effort to pursue product differentiation. However, in fact, according to my observation, most companies have not even differentiated their brands, let alone differentiation.

For example: As for soy sauce, its selling points may be "fresh" and "healthy", but there is one special thing about these selling points, which is that they are often difficult to reflect.

• Firstly, every brand of soy sauce emphasizes these selling points, which causes cognitive confusion among consumers. Which brand of soy sauce is more "fresh"?
• Secondly, there is no quantitative standard for "fresh" and "healthy" in the human brain.

Therefore, the first thing to do for this type of product is to achieve the simplest and most basic brand differentiation, and then pursue brand differentiation.

For example: you can make differentiated designs on the product's visual packaging and shape, so that users can recognize the product immediately and clearly. Basically, it can be judged that the positioning and differentiation have been successfully carried out.

Example: When you see the bright green shop sign from a distance, you can basically tell that this is the "Guerlain" store.

Type 2 (Top Brands): Differentiation

Positioning differentiation is particularly evident in the mature industry of the automotive field. For example, when you mention "safety", the first thing you think of is Volvo ; when you mention supercars, the fiery red Ferrari brand immediately comes to mind. When it comes to "driving pleasure", BMW must be mentioned. These positioning differences have long been firmly implanted in the minds of consumers.

The third type (phenomenon brand): self-made category

A unique category means that in a sense it is equivalent to a brand new category. Typical examples are: the herbal tea beverage Wanglaoji (not to mention the disputes in the past two years), Apple mobile phones (Apple phones and Android phones); these brands in unique categories are often pioneers and leaders in an emerging market, and they firmly control the rules of the game , pricing power, and high profits in their own hands.

When consumers are faced with this kind of product, their consumption decision often subconsciously changes from (I’m thirsty > buy a bottle of mineral water > buy Yilibao) to (I’m thirsty > buy Wanglaoji), directly skipping the brief category thinking stage.

Correspondingly, the three categories mentioned above are like this in the minds of consumers.

This is how phenomenal brands communicate with users

To create a brand like Apple, it is far from enough to just have extremely advanced products. If you want users to go from knowing - recognizing - buying - falling in love - to being fanatical about your brand, you must change the conventional way of brand communication.

Let’s take a look at conventional brand communication methods. They often follow this pattern: launch new products – package selling points – guide purchases.

For these companies, consumers are often just consumers of their products.

How does Apple communicate with consumers? Their model is this: output values ​​—— design products based on values ​​​​—— Do you want to buy one?

The scary thing about this marketing method is that Apple’s consumers are not consumers of its products, but consumers of its values. So whether Apple launches the iPhone, iPad, Mac, Apple Watch, etc., consumers are willing to pay for them - because they recognize Apple's values.

The same logic applies to MUJI .

Awesome brands often have their own media attributes

A great brand is, in a sense, a media. For example, Xiaomi mobile phone, for example, Luoji Siwei . Every new product launch and every marketing move they make will attract media attention. Their brands already possess "media" attributes in a certain sense and fully enjoy the benefits of media exposure.

The hot fried chicken must walk on two legs at the same time

I have always believed that in order to become a phenomenal brand, you must balance these two points:

1. market share
2. Consumer Mindset

If you only focus on market share, look back at HTC 5 years ago.

Those who only think about occupying the minds of consumers but do not quickly seize market share and keep consumers on suspense will eventually backfire - such as LeTV .