Brand marketing rules and key points!

P&G apologized!

P&G apologized perfunctorily!

The Grandmaster of Marketing,

A leader in the PR circle,

Consumer psychology textbook,

The world's female chicken soup chef,

The club died because of "stinky feet".

Similar phenomena are not uncommon.

Every once in a while, a famous brand will come out and apologize for "inappropriate remarks."

Xiaomi, Ubras, Three Squirrels, Cha Yan Yue Se, Starbucks... I won’t list them all.

Similar phenomena are also common abroad.

Calvin Klein was publicly criticized by the then-President of the United States for selling "Heroin Chic" in his perfume advertisements.

Benetton was protested and even banned by European countries for using real death row prisoners as models.

Why do well-known and mature brands always make such low-level mistakes over and over again?

Because they violated the basic rules of "Marketing Theory of the B-side of Human Nature".

Almost no one has conducted in-depth research on the B-side marketing of human nature, and of course no one knows its boundaries. then,

Marketing the B-side of human nature has become a super black hole, and if you are not careful, the brand will be "killed".

I said this in "Marketing Theory of the B-side of Human Nature":

Marketing is human nature in the beginning and it is human nature in the end.

Human nature has two sides, A and B. Side A is the sunny side; side B is the dark side.

The brand side mainly uses side A, and the sales side mainly uses side B.

"Women's feet smell five times more than men's"

"Women also have body odor, and breasts are the stinkiest."

“No matter how clean a woman is, her underwear is dirtier than a man’s.”

"Women's hair is twice as dirty as men's"

—According to the rules mentioned above, these B-side copywritings are obviously not suitable for product promotion, especially not suitable for promotion through "official accounts".

I have also specifically emphasized that the customer service link is purely A-side, and the B-side cannot be used to curry favor or speculate. The account that committed the crime this time was actually the "P&G Member Center" account, which violated the taboo of "marketing on the B-side of human nature".

B-side marketing has its own irreplaceable value and role. So? At what stage can a brand use B-side marketing?

I have also said: Brand maturity is inversely proportional to the "B content".

The more mature and big a brand is, the more it should promote the A-side of human nature. Big brands should play the social role they should play. The public has more stringent public ethics requirements for big brands.

It’s not that you can’t talk about the B side, but if you do talk about it, you have to “transform B into

B to A means converting the B side of human nature into the A side for marketing and promotion. For example, P&G's campaign could have been transformed into one that focuses on caring for women, rather than making such a disgusting comparison with men. In fact, we can just go back to P&G’s traditional perspective: there are many unknown troubles in women’s personal hygiene care, so we give women more care.

Someone in the comments said: Isn’t that the truth? First of all, these contents may not be scientific facts, but rather exaggerated language descriptions.

Marketing and publicity are always selective facts. If a fact triggers the B-side of human nature, you should carefully consider whether to choose it.

"Xiaofeng's Marketing Theory on the B-side of Human Nature" is divided into two levels to teach you how to make good use of the "B-side". Let's review:

A. Strategic Level

1. “A, B” dual-sided thinking

2. 10 psychological archetypes of the B-side of human nature

3. Three principles of B-side marketing

B. Execution Layer

1. Layering (brand A side, sales B side)

2. Look at the stage (the proportion of A and B is different in different stages)

3. Know the limits (the brand layer cannot be dominated by the B side)

4. Use method (B to A)

If you don’t do a good job in B-side marketing once, 100 times of A-side marketing can’t make up for it.

In my study community, members started complaining early in the morning.

It can be asserted that P&G-style mistakes will be repeated again and again and will become more and more serious.

Because, out of ten brands, ten have not systematically thought about "B-side marketing of human nature".

Why do you say that? In the era of "traffic brain", traffic has become a fig leaf for all that is false, evil and ugly. Black red, ugly red, vulgar red - all the rage, these are common means of "B-side marketing". In order to gain traffic, such "unintentional mistakes" will inevitably increase. In the Knowledge Planet, I have compared the current Internet celebrity content with the B-side of human nature one by one, so that you can understand "B-side marketing" more deeply.

When P&G adopted these disgusting contents, didn’t it have the idea that “as long as there is traffic, it’s fine”?

Author: Xiaofeng Pindao

Source: Xiaofeng Pindao