Nouns must have roots; adjectives are strong images; verbs are best
A good name is: hearing is seeing, mobilizing cognition
01
Brand is the face, product is the substance
First you have substance, then you have face
If you think clearly about the inner meaning, you can maintain your appearance.
Golden corner (hot product) , silver edge (product line)
The product is a golden corner and a silver edge
The brand is a basket
To be able to fit
02
Either what you hear is what you see, or what you hear is what you get
Nouns should have roots, adjectives should enhance the picture, and verbs are best
A good name is heard and seen, mobilizing cognition
A good name can improve the efficiency of communication with consumers
03
A name is a spell that pries the mind. The whole point is "naming".
Packaging, design, and appearance are all centered around the “name”
They are all the matching names of "names" and the figurative extensions of "names".
If you start with the name and match it well, your life will not be so bad.
Therefore, the concept (name) comes first and then the form (packaging, design, appearance)
Name is destiny
04
Either occupy a correct word
Either create a competitive word
Profit comes from one hole, a dispute over one word
05
Focus your efforts on making breakthroughs in product strength and find differentiation points (single points) in product strength (function-benefit) . From craftsmanship, ingredients, components to functions, we reduce the number of products and sharpen the points that satisfy consumers' interests - the profit comes from the satisfaction of products for consumers.
06
The success of any enterprise must be attributed to multiple factors. For brands in higher price ranges, the brand has the highest weight in the multiple attribution of its success factors. In the attribution of success of goods in the middle price range, the channel and traffic operation capabilities have the highest weight. And the success of goods in the low price range is more dependent on supply chain capabilities.
07
Comparative adjectives are based on vacancies and competitors.
Comparative adjectives come from a position or gap in the market.
Position/gap: one is the cognitive gap, the other is the weakness of the competitor's strength
We are second, so we work harder
Two major sauce-flavored liquors, one of which is Langjiu
The premise is that you first know
Second, I don't know
08
A good question is half the solution
What is a question, how is a question, why is also a question
09
In the past, traditional brands used CCTV+celebrity to promote brands; now, new consumer brands use pictures/short videos+KOL to promote brands. The underlying business model has not changed. Brands expose, reach, interact, convert, settle and activate target consumers by initiating actions (pictures, texts, short videos, advertisements, news, etc.). In this process, the users' behaviors are triggered from the exposed group, the shallowly interactive group, the deeply interactive group to the purchasing group and the fan users.
10
From unprofessional to professional is a process
It is a process from being professional to speaking human language
Real professionalism can be used
Primary school students' language expresses college students' views
Use more small words and verbs, and fewer big words to summarize
11
Evaluation is always subjective, even selfish.
Use more data and less adjectives
Use more small words and verbs, and fewer big words to summarize
12
A company with a moat and a company without a moat
The logic of speaking is different
The confidence to brag is different
Five types of moats: scale, volume, channels, brand, and mindset
13
Fear does not come from the thing itself, but from the imagination of fear. Only action can eliminate fear, and thinking can easily lead to falling into so-called rationality. All rationality is realized in the process of seeking truth from facts. Being practical is action, and seeking truth is the sublimation of action. When you start moving, you will realize how difficult it is to advance or retreat. It is difficult, but you will not be worried or afraid.
14
During World War II, the Allied forces launched a counterattack on the European continent. The first step was to implement the Normandy Landing, seize the beachhead, and then advance step by step to the rear. Normandy is the target market. Once the target market is defined, the remaining work is to concentrate forces to occupy this market gap.
——all in products
15
Summarizing the combat experience in East China at the end of 1947, Chen Yi said: We are not as good as others in tactics, such as playground movements, housekeeping, and combat movements. The further we compare ourselves downwards, the worse we are; but the further we compare ourselves upwards, the stronger we are. For example, their battle organization at the brigade level and above is stronger than others, their columns are stronger, their field commands are stronger still, and their strategic guidance from the headquarters is many times better than his.
16
When there is no brand in the category
Hot-selling products will become brands
Once a hot product appears, we must seize the opportunity to pursue it
Widely spread the brand hot sales
Let the sales of hot products become the brand's credentials
Then transform the brand voice from product sales
17
Envy, jealousy and hatred continue to ferment in the distance of the relationship
Envy, jealousy, hatred
Reflects the structure, levels, and causes of jealousy
18
From the perspective of market strategy, we need to break through the gaps in the market and the most sensitive points for consumers;
From the perspective of competitive strategy, the key is to break through when the opponent is at its weakest, or at its weakest link.
The opponent's weakest point is often on the opposite side of his strongest point. Attacking this weak point is to attack his undefended point.
19
Competitiveness = selling image + selling price + selling point
Internet celebrities are leverage for products
Products are the compound interest of traffic
Content is the amplification of selling points
Emotions are the fuel of selling points
The scene is an extension of the selling point
20
Make a big deal about your ego, and your ego will overshadow the whole thing.
The world is big, but the most important thing is
The first thing to succeed
The product is the industry, and the industry is the product
twenty one
The brand positioning of the product in the initial stage is quality + target group + pricing
The core of this stage is to produce a hit product to verify the compatibility between demand and product.
The mid-term brand positioning of the product is to develop a series of hot products
From single product to series, use series to realize point-to-line, satisfying different users with similar needs
The brand positioning of the product in the middle and late stages is centered around scenarios + penetration
From a small product pond to a large category ocean, this stage gradually enters
Brand and positioning, focus, one word occupation
twenty two
Online media for content marketing
Offline media for scene marketing
Create new scenarios for old customers
New customers, strong functional focus
twenty three
Brand Growth
1. New brands need to break the circle, from the pond to the ocean
2. Old brands expand their scenes, from old scenes to new scenes
3. Market penetration, from first- and second-tier cities to third- and fourth-tier cities
4. Channel competition, from online to offline and from offline to online
twenty four
Communication and audience are the key to marketing. Many communications express the wrong emotions and convey the wrong meanings. Many companies have only done broadcasting and are far from reaching the level of dissemination. So from now on, we should look at transmission and broadcasting separately. Word of mouth is the goal, and being catchy is the key.
25
From "Nongfu Spring is a little sweet", to "We don't produce water, we are just nature's porters", and then to "What kind of water source breeds what kind of life." The development of a brand requires more macro-narrative capabilities and language expression support.
26
How small organizations can win over big companies
1. Eliminate the sharp products and differentiate them
2. One word captures, cognitive focus
3. Focus on expertise and build a moat
4. Single product hits, series depth
27
The history of an industry
Product features and benefits
History of Development
Product features and benefits
History of differentiation
The product is the industry, and the industry is the product
28
Packaging, to be attractive
Products should be small and fresh
Price: Mainstream
Form, to be categorized
29
Talk to a wise person and let him know the truth.
Explain the truth to a wise person twice and show him the benefits
Explain the truth to potential customers three times and be sincere
With like-minded people, we should chant sutras like Tang Seng
30
Many brave efforts were only necessary afterwards.
Many successful strategies are simply the last resort.
The important thing is to wait until the end, when everything can be discussed freely.
We carry our own persona for fear of being ignored by others, but we forget our true present.
31
1. Pay attention to your choice of words and phrases, and use small words instead of big words. Concreteness is the key to thinking. Using too many empty big words will make people feel dizzy.
2. To open yourself up, you need to live in the present moment and do the things at hand well. There is no need to be anxious.
3. Everyone has their own self-imprint to a certain extent, so just face it simply and honestly.
4. What works is action. From sensibility to rationality and then to conscious awakening, it is a process of self-iteration. It’s really hard to iterate yourself
5. Perform less and don’t make assumptions about what your character is. That would only deviate further from the essence.
6. Why is life so tiring? Because we always want to perform, especially when we are with our leaders, then we enter the performance moment. I still feel like I didn't act well enough.
7. We carry our own persona with us, fearing that we will be ignored by others, but we forget our real present.
32
Huang Lao Xie is too advanced and unwilling to be backward compatible
Ke Xiazi's level is too low, and there is no way to be compatible with it.
People who are involuted not only involve others, but what is more terrifying is that they are also seriously involuntarily involved themselves.
Those with strong compatibility are not so complicated. They understand both the above and the below.
So you know who is rolling and who is being rolled
33
Three factors hindering efficiency improvement:
Waste a lot of time looking for direction (no ambition)
Wasting a lot of time watching (not taking the initiative)
Unable to reuse previous labor results (no accumulation)
34
First-tier cities, like developed countries, are not as good as face consumption, and they only buy expensive things instead of the right ones.
Second-tier cities are developing countries, and they need to take both the inside and the outside into consideration, and they need both brand and affordability.
Third- and fourth-tier cities are a blank slate, and young people in small towns have dreams, and warmth and emotion are indispensable
In fifth- and sixth-tier cities, longevity is the top priority for the elderly, and health care and elderly care are the main focus
35
Neil French, the God of Copywriting, said:
The only secret to creating an ad is deciding who to tell
The core of advertising creation is just one sentence:
To tap into the inherent drama of the product
36
Can provide emotional value to the public
Small brands will become big businesses
Can provide emotional value to the minority
Big brands will make luxury goods
37
This pen is very easy to use and writes very smoothly
This is a high quality pen imported from Germany, buy it
Nothing compares to this. Please sign your name: There must be a scene for signing before there is a need for a pen.
Scene Guidance, Actions and Behaviors
38
Revenue = traffic × conversion rate × average order value × repurchase rate
Traffic = Content + Platform
Conversion = Pain Points + Differentiation
Average order value = product + positioning
Repurchase rate = word of mouth + private domain
39
Companies all look the same from the outside, but they are all different from the inside. The difference is that each company will rely on its own resources and understanding of business processes. Sort, plan and change business processes in accordance with the company's own characteristics. This is also the basis of disruption - investing more resources than competitors at key points in the business process.
40
Steamed food is more nutritious than the leading Chinese fast food brand.
Every man should have a Chinese stand collar. The Chinese stand collar is the best-selling one.
Expressing the cause is more meaningful and convincing than expressing the effect.
The meaning is more likely to mobilize cognition than the words.
41
In "Principles", Dalio said that a person's ability to predict and deal with the future depends on his understanding of the cause and effect relationships behind the changes in things. A person's ability to understand these cause and effect relationships comes from his study of the mechanisms of past changes.
42
Among the many competitors of Coca-Cola, three have survived the longest.
Pepsi (the cola of young people)
Crown (low sugar cola)
Laoshan (Cola containing Chinese patent medicine ingredients)
On the contrary, the imitation is very lifelike
Very Coke, the fastest death
43
Red Bull is short and strong gold, and Devil's Claw is tall and thin green
Coca-Cola is the red of joy, Pepsi is the blue of youth
When other wines were still popular, Yanghe chose blue wine.
Use colors like using soldiers, different is better than better
44
The land is always there. Whether it is beneficial or not depends on how you choose that location. The brave wins when two people meet on a narrow road. The key to success is not the bravery, but the narrow road.
45
What time brings you is beyond your imagination. There is little difference between people
It's nothing more than one makes it through and one doesn't, one endures and one can't
46
Don’t just talk about brands in vain. Before the brand becomes famous, the product is everything and the entire brand. Consumers’ evaluation of products is the foundation of the brand. You have never seen a well-selling product that did not become a brand. On the contrary, you have seen many brands that lost their products.
47
What matters is not what you say, but what consumers get.
Yili Shen, anyone who uses it knows it. Yili Shen didn’t say anything, but you know it all.
——It is easier to mobilize cognition if the meaning is contained than if the words are contained.
48
Focus on a single point, and only at a single point can there be a basis for concentrating forces
Only in this way can we form the premise of winning by quantity in the local area.
49
Battlefield (Creating Cognitive Advantage)
War Zone (focus on superior resources)
Battle situation (brand differentiation and positioning)
Battle situation (grasping the trend of category differentiation)
50
Either number one or number two
Yang is within Yin, not opposite to Yin
Opposite to Mercedes (riding) is BMW (driving)
Opposite WeChat (life) is DingTalk (work)
Opposite Moutai (the first) is Langjiu (the second)
Boss (strong suction) opposite to Fotile (quiet)
The opposite of Red Bull (authentic) is Monster (young)
What is needed is not a thousand twists and turns, but a rapid progress
51
Products are the foundation, selling points must be highlighted
Innovation relies on technology, but appearance cannot be lost
Price is a sieve, vote with your feet
Channels rely on penetration, quantity is dominant
Planting grass is essential, consumption depends on guidance
Advertising should be concentrated to trigger the explosion of targeted advertising
Private domains must keep up, and conversion depends on operations
Amplify the scene and break through the circle
IPs are co-branded, members come to exchange
Category is the foundation, occupying new tracks
52
Consumers will not remember you because you are the same as the boss, but they will choose you because you are different from the boss. For example: Wanglaoji, you have a small tin can, I have a big bottle, and the bottled version of Heqi Zheng is more enjoyable and we sell it at a good value.
53
What to do about brand aging
New packaging, celebrity endorsements
Selling point upgrade, crowd iteration
Functional reshaping, scene innovation
Find traffic and leverage influencers
If it doesn't work, try again with a new name.
54
In fact, it was not until 2010 that the beverage industry collectively entered the 6 yuan era. Red Bull has been priced at 6 yuan for 25 years since 1995. Nine years after 2010, Yuanqi Forest became the second brand to successfully sell beverages at 6 yuan. Pricing is a science
55
Assembly tells a small story, while Changjin Lake tells a big story. Everyone likes grand epic stories rather than literary and artistic scar stories. This is true for movies and also for summaries. What is needed is not a long journey, but rapid progress.
56
China has a population of 1.4 billion, but less than 150 million people have received higher education. This means that the basic foundation for content creation is limited.
1. Easy to understand, popular rather than technical
2. Storytelling, small stories with big emotions, no professionalism
3. Grasp the emotional keywords: envy, jealousy, hatred, patriotism, hatred of the rich, counterattack
57
Want to sell expensive high-end
Want to sell professional
Want to sell long history
Want to sell good storytelling
Want to sell the excellent service
Want to sell Guangjiang cooperation
58
Girl sells pure desire
Young woman sells her youth
Single selling temperament
Sister sells pomp
Auntie sells health care
Students sell trendy brands
59
1. If you want to be the first, then say you are a leading brand
2. It has a long history, starting in 1893
3. If you want to sell at a high price, be professional and high-end
4. In terms of store expansion, we were the first in the industry to exceed 300 stores
60
Below 200 is emotional consumption
Emotion is value
For example, Jiang Xiaobai's quotation style
Around 1000, is a literary petty bourgeoisie
Pretend that high-level is value
For example, ULIKE advanced
2-6 thousand, for social face
The price tag is the value
For example, Maotai, Xiaoguan Tea
10,000-20,000 yuan, a luxury item
Art + culture tells stories
For example, LV, Hermes
The more expensive something is, the more symbolic it should be; the cheaper something is, the more entertaining it should be.
61
The seven stages of branding
1. Hot-selling products
2. Screen-sweeping ads
3. Event-level communication
4. National distribution
5. Religious fans
6. Cultural level phenomenon
7. Representatives of national destiny
62
National trend and national style
Product design, catch the national trend
Understand the national destiny and follow the national style
Love for the country and family, digging deep into culture
Ink and color, embellishment of white space
Historical allusions, using a single point to illustrate the whole
Seasonal events tell good stories
Appearance packaging, retro colors
Brand concept, representing the East
Digging for identity and igniting pride
Scene pictures, check-in in Hanfu
Music, chess, calligraphy, painting, and the four treasures of the study
National fortune and national trend, national style selling goods
63
Make it into 4 products
Volkswagen products need to be standardized
For niche things, we need to make them sentimental
Low-priced products need to be scaled up
High-priced items need to be labeled
The more expensive it is, the more symbolic it should be
The cheaper it is, the more entertaining it should be
64
Ways for products to remain competitive:
1. Practical products enhance style
2. Circle-type products reduce cost-effectiveness
3. Gamification of high-frequency consumables
4. Belief in low-frequency durable products
65
4 points of brand communication:
There should be a difference, the same product should be sold differently
Focus on the crowd and talk about the difference. If you are a noble person, Shangjin Moutai
It must have value. Good advertising is not as good as good efficacy.
Take white pills during the day and you won't feel sleepy, take black pills at night and you will sleep well
Be emotional, Remy Martin, good luck will come naturally
There must be a scene. I will not accept any gifts during the Chinese New Year this year. If I do accept any gifts, I will only accept Melatonin.
See patients, send primary
66
In the past, an advertisement could last for 35 days, but now it can only last for 10 days.
In another two years, advertising may only last for one day.
Even when you post this ad, it's already dead.
Now the question is, should we advertise?
How to advertise
Advertising is content-based; content is parasitic on the cultural matrix, that is, content is scenario-based
Advertise like news; advertise like news and stand at the height of the industry
Advertising event-based; to create an "event" that can be repeatedly amplified by marketing
