20 trends and thoughtful suggestions for brands in 2021

Since it is the beginning of 2021, today I want to have a serious chat about my ten predictions for brand trends in the coming year, as well as ten suggestions for entrepreneurs and brand marketers who are thinking about brands.

This is just one person's opinion, for reference only.

1. About Trends

These ten are speculations about the directions and trends of brand marketing in 2021. Share with you.

【1】 Growing inward

Have you felt that the overall mentality of society has changed after the epidemic? People are gradually withdrawing their energy from "seeking outward" and turning to "looking inward". In 2021, whether it is a company or an individual, the idea of ​​building a brand will be more "inward-looking" and "heartfelt".

Dig deep into your true inner needs and desires, connect and integrate existing internal resources, rather than blindly looking outward and prioritizing traffic.

【2】 Practical marketing

The "pragmatism" here refers to respecting the business itself, respecting the laws of brand and marketing. A series of puzzling operations including live streaming sales that "lose money but gain publicity" will gradually fade away in the future, and capital will not support the so-called "marketing costs" that are like a bottomless pit without restraint .

Starting this year, “making money” for brands will become the direction of everyone’s efforts.

【3】 Restructuring of values

Since the second half of last year, the brands and public images of large companies have been deteriorating one after another. One of the important reasons is the lack of "values". In the past, the company only pursued growth and “explosion”, and its soaring reputation was not matched by its actual level of value creation. Group make-up classes have started this year.

"All speed must be exchanged for slowness."

【4】 A year of opportunities for traditional industry brands

The Internet industry is gradually "disappearing" into all walks of life, and the real "Internet +" has just begun.

2021 will be a year of brand opportunities for traditional industries. On the one hand, influenced by the "value" theory of the overall environment, the value of traditional industries has been re-examined. On the other hand, traditional industries have also gradually awakened and slowly lifted the "veil" that separates them from Internet thinking. From the perspective of brand opportunities, the transformation of traditional industries will be a "slow first, then fast" rhythm. Continue to be optimistic.

【5】 “Strong” brand goes viral

As the "brands" that are noisy but losing money are repeatedly slapped in the face, the "hidden champion" brands lurking beneath the surface will gradually surface in 2021. Those companies that are not very well-known but have high profits and stable money making will gradually stand out at the end of the brand chaos.

In fact, there are many such companies in industrial manufacturing, agriculture, long-tail consumer industries and other fields. If you keep a low profile in the past, it will be slowly dug out in the future.

【6】 Rise of B2B brands

It’s not that B2B brands are difficult to build, but that it was unnecessary in the past. The era when B2B brands relied entirely on sales is over.

Looking at the investment direction of the primary market, mass consumption is actually only a part of it (it seems a lot because it is lively and easy to understand). After 2021, China's B2B companies will face brand competition, and the importance attached to brands will continue to increase, and some brands that know how to play will rise one after another.

【7】 Digitalization of all industries

The epidemic has accelerated the progress of digital marketing. Starting from restaurants of all sizes requiring customers to scan codes to order food, all industries and sectors have already paid enough attention to data. Although there is no conclusion or excellent case study on how to use this means of production, the consensus that "data is power" will be reached in the future, and there must be an awareness of land grabbing.

How to explore brand opportunities in numbers and data would be a good topic.

【8】 The end of the absurd brand

In the past few years, we have witnessed countless ridiculous "Great Leap Forwards" in the branding field, and we have also seen many ups and downs, "data falsification", "hype marketing", "mindless following"... After spending money to learn too many lessons, brand marketing that uses the Internet to create "information asymmetry" and reap profits is gradually coming to an end. Although due to IQ issues, this long tail may always be there, but it is no longer the mainstream after all, which is gratifying.

【9】 European-style brand marketing gains momentum

Over the past few decades, China has been absorbing and adopting the theories and methods of the "American school" in the field of brand marketing, and exploring concepts such as "assets" and "positioning". Due to language issues, many classic European brand marketing theories based on brand culture have not been translated into Chinese. In fact, many domestic brands in China need this kind of thinking.

The good news is that we see such ideas emerging endogenously, and we also see some new European ideas being passed on. (In fact, I am also doing some things in this regard)

【10】 Brand tutorial

We have to make up for the missed lessons. We didn’t have time to do that because we were busy with growth and financing. Now that I have made time, I can no longer waste money on this matter. Many companies suffer huge losses due to lack of brand (parasitic brands, aging brands, low-profit brands, etc.).

Entrepreneurs will pay more and more attention to learning and understanding real brands. At the very least, we need to change the current situation where we can’t even distinguish between “brand”, “marketing”, “advertising”, “PR” and “public relations”.

2. About Personal Development

These ten points are personal suggestions for brand marketing partners and entrepreneurs. The speaker has good intentions, and hopes that the listener will also have good intentions. To thank everyone for their attention.

【11】 Understand the reasons for success or failure

You and I must know that in the past few years, the success or failure in business and career has been driven by trends and environment more than individuals. Especially successful ones, especially brand marketers. If we are lucky enough to do it right and well, we must always be aware that we are being pushed up by the waves.

As the saying goes, “Success does not have to be mine”, don’t take past achievements too seriously. Likewise, don't take failure too seriously. This era. Everyone actually starts from zero every day. No matter who you are.

【12】 Find your own “track”

The term "Internet person" is outdated. You and I must have our own industry and track. In simple terms, we must know what we want to do for the rest of our lives. This is very important. No matter which industry you want to work in, without an industry there is no way to make money. In recent years, it has become popular to make money by building social networks and self-media, but you have to think clearly about which industry it is. Don’t say that this is a new industry. If you peel off the surface, it is essentially an existing industry.

Some communities are in the training industry, some have snatched jobs from media advertising, and others just organize conferences and charge admission fees. Essentially, they are in the exhibition industry. All of these are fine. When you think about your own job, you should be honest and there is no need to package concepts.

【13】 Do more “small things” and talk less “big words”

In recent years, with the explosion of social media and the abundance of hot money, everyone likes to talk big and use big words. I have talked about it a lot too. Bragging is not a big problem, but the problem is that once people start talking big, it becomes difficult for them to bend down and do small things. However, the little things are the key to freedom from anxiety.

Keep your head down and make small progress each day. Don't check your Moments all the time or you will be scared out of your wits by others. After writing this "big talk", I will shut up and study the "little things" in brand marketing with you guys.

【14】 Respect the “threshold” of the position

I have already said before that you should determine your own industry track. Also, try not to change jobs too often, as there are requirements for every job. Be sure to respect this threshold. Don't think that you can understand other people's tricks just by understanding their logic. “Ten minutes on stage, ten years of hard work off stage”, no ordinary person can succeed easily.

Respect the professional threshold of people in each position, especially when facing traditional industries, you must be respectful. It's really not that easy for us to subvert it.

【15】 Develop a “time” mindset

"Watch it build a tall building and entertain guests, and then watch the building collapse." We have seen and heard a lot in recent years. It is difficult to keep calm when doing brand marketing, but it is a very important requirement. We are not here to watch the fun, we are here to do the work. We cannot regard a brand as a benchmark just because it becomes popular and makes some money. "Let the bullets fly for a while", don't be afraid, good brands can stand the test of time.

【16】 Believe in some things, ignore others

There are more and more signals and noises, and there must be gains and losses. The simplest way is to first establish your own "brand concept" and "concept of right and wrong", and be firm in your own ideas. No matter how fantastic and overwhelming the outside world is, you must stick to the ideas and values ​​you believe are right. Ignore the "explosion" and "heat" of the outside world, and wait firmly for your own opportunity regardless of east or west.

【17】 Do not use the latent dragon

This is the first line of the sixty-four hexagrams in the Book of Changes. Please note that many people focus on "hidden dragon" in understanding this sentence. When you focus on "hidden dragon", you should lose. How can you think you are a dragon? Qianlong is not a dragon, at best it is a koi. In fact, the emphasis should be on "do not use", which means "do not use it for yourself, and do not think highly of yourself." To put it bluntly: develop slowly and don't waste time . How to avoid being pretentious? "If you don't have hatred in your heart, you won't pretend to be cool."

【18】 Build up strength

This sentence seems like nonsense. But what I really mean is that no matter how much you study, it’s never too much. It is really "reading and thinking" rather than "reading the newspaper and watching the fun". Many people regard reading best-selling books and browsing Zhihu as a way to improve their strength, but I disagree. Real learning is framework-based, thought-provoking, and has topics. It's not about randomly browsing information, that's about reading a newspaper. Reading books and reading newspapers are two different things. You can never become an expert by reading newspapers for your whole life.

【19】 Putting aside your pride

It is popular in 2021 to not care about face. At the beginning of the year, Mr. Luo Yonghao set an example for everyone with the short video "Slapping Flag in the Face". Although it is difficult for ordinary people to be able to operate "not caring about face" into an IP. But for you and me, it is also necessary to ignore the feedback appropriately. Not many people are willing to give you feedback, and not much feedback is worth your time. For example, I only pay attention to the messages and comments here. Ha ha ha ha

【20】 Deadly value

Value is the core foundation for a person to master everything in his life. What value do we, as human beings, provide to the world? What is the quality of this value?

This value does not necessarily have to have a glorious name, nor does it necessarily have to be so popular that it concerns the fate of mankind. But at least, you have to be happy to acknowledge it, even if it is small, it has to be achievable and last a lifetime. In this way, you will be worthy of respect and free from anxiety.

above.

Author: Li Qian

Source: Li Qian talks about brands (liaotian78)