6 common "routines" for creating new brands

The recent updates are always opinion articles, and I haven’t published a routine article for a long time. Some readers complain that it doesn’t quench their thirst, so here’s a routine article. I know you like to read this kind of summary and refinement article… (It’s worth a triple click!)

As hot money is spent, more and more new brands appear on the market. Regardless of whether they can maintain their long-term prosperity in the future, there is definitely temporary excitement, so many "well-known" brands have emerged.

To build a truly sustainable "brand", it really requires continuous efforts with accumulation of strength and product being king.

But returning to the concept of " brand marketing ", with the support of capital, it is not too difficult to quickly create a well-known "brand" in a short period of time.

As a person who is good at talking nonsense and is a "trickster demolisher", I took the time to summarize the various new and old ways of playing on the market, and contributed six classic creation modes to stimulate discussion. The routines are for everyone to join, imitate, study, communicate and innovate.

Looking forward to seeing more interesting brand creation genres~

The first one: Ugly orange mode

I wonder if you have ever eaten ugly orange?

It’s that ugly “Unknown Fire” orange, which looks particularly ugly but tastes very sweet.

Therefore, there is a method of fruit selection: "the uglier the ugly orange, the tastier it is."

Ugliness suddenly became a selling point.

Ugly represents low-key luxury with connotation, ugly represents sincerity, simplicity and content, ugly even represents a kind of high-end with a sense of deconstruction.

What they hate most is excessive packaging that is "out of touch with the masses", high-sounding terms like "branding", and pretense of being high-end. They try to do the opposite and surprisingly achieve the same branding effect.

I can't help but think of that sentence: I want the whole world to know that I am low-key. I’m going to go to great lengths to let you know that I’m terrible at marketing.

This type of brand firmly occupies the top spot of the best "value for money" honest brand with the most down-to-earth straight male aesthetic, anti-"branding" operations, and styling that has remained the same for decades.

Do you have that kind of friend in your life, who is more low-key than anyone else, always wears tattered clothes, relies on "honesty" to conquer the world, but is famous for being rich, "has a pig-like face, but a loud heart"?

Never try to tell them the importance of beauty. Beauty is not important. In their brand marketing model, "ugliness" is also one of the factors.

The second type: White moonlight mode

This type of brand becomes popular through "aesthetics", and the first impression people have of it is "beauty" and "sense of design".

Every time a post is released, readers all rush to praise the pictures and layout; every time a product is sold, consumers all take photos of the outer packaging, and pay secondary attention to what is being sold in the post and what is in the box.

I remember talking to my friend at Guanyun about the outer packaging of liquor, and it turned out that it was produced by the same printing and packaging factory as the iPhone.

Speaking of which, “buying the casket and returning the pearl” happens quite often in this type of brand!

It is worth mentioning here that the Bai Yueguang brand, which is both beautiful and righteous, has gone through the first stage of paying great attention to design and packaging, and is moving towards the stage of being both beautiful and good.

In addition, there are many brands that try to imitate this approach, but they may not necessarily succeed because of their “lack of aesthetic ability.”

Although it is easy to say that we should attach importance to design, if you take a closer look at the thoughts and expenses that Hua Xizi's team put into design (a separate design company was established at the beginning of its business with design experts holding shares and participating), you may understand that there is a big difference between input and output.

The third type: tadpole mode

In this model, the brand’s context is like Schrödinger’s cat.

You said he is the brand owner? He may be a platform for screening the supply chain, and you say he is the capital party? His capital investments are all incubated by a series of related products under his own brand. You said it is a toc brand, but behind it stands the entire medical cotton supply chain...

It has to be said that Brazil's 3G Capital has also innovated various new empowerment models in China.

Capital incubates brands, brands empower capital, supply chain C-end brands... now there is a lot of room for imagination for brands in the middle.

No matter how you imagine it, it is always right that Tadpole was the first to develop a unique brand influence.

Fourth: Oreo mode

An ordinary biscuit has done a lot of work in action innovation, cross-border innovation and application innovation.

Many new brands today are also benefiting from this.

Santonban’s cup-based instant coffee packaging suddenly changed the way people make coffee, and the can later became a tool for the brand to showcase its products.

The panda doesn’t take the cake, and has also done a lot of homework on the “clown delivering cake” meme.

Add innovative elements to existing products and categories, highlight these innovative elements in brand marketing, and make the brand stand out.

In the early days of Three Squirrels, the "shell opener" and "garbage bag" played a lot of roles in the process of the brand breaking through the siege.

Fifth: Alien Mode

It took advantage of the Chinese people's preference for word-of-mouth marketing and successfully became an emerging brand that everyone was discussing on the streets in a short period of time.

In recent years, with the surge of new consumption, brands based on this alien model have emerged in large numbers.

There is just one problem: the unstoppable start is a double-edged sword. How to sustain this rapid growth and get back on track is a huge test for many such brands.

Moreover, as more and more "aliens" appear, people's expectations for new things are getting higher and higher, and it is not so easy to become an "alien".

Sixth: Beetle mode

I can't help laughing when I think of the Beatles' "my bug" apology copy. He is a natural comedian in self-deprecating mode.

Fortunately, more and more new brands have begun to adopt this humorous and clever approach.

From Wuling Hongguang's marketing stalls to Durex's funny posters, people are becoming more and more open to jokes, with small trucks making fun of themselves and condoms being cute... the world has suddenly become interesting, and brands have suddenly jumped out.

The Beetle Model tests the brand's content capabilities: good humor and witty copywriting, high emotional intelligence and the ability to find opportunities are required lessons.

Once successful, the brand impression will be perfect. But there is a risk. If this kind of imitation fails, it will be extremely embarrassing and there will be no recovery.

A complaint: I really can’t stand all those “xxiaox” people who use the logic of imitating others to name their brands. I beg you, please let the consumers go!

The six routines are common, but they are not enough to cover them all. You can learn from it, innovate, or come up with new routines. Taking advantage of this topic, come and chat in the comment section!

Author: Li Qian

Source: Li Qian talks about brands (liaotian78)