In the Uta era, is there a methodology for brand building?

When shaping the brand, do companies need to follow a certain business logic and methodology? In fact, a certain theory may help you find the convenient path of brand creation, but in the end, you still need to break free of methodologies and find key core issues. The author of this article shared it and looked at it together.

Brand construction is a relatively large proposition. So, I posted a live broadcast question and answer and chat with you again.

01

If the client questioned you: The company you have consulted has not developed well, how do you answer?

The year of our company is small, and there are few customers in service. I jokingly said that the companies that I asked for consultation are currently well developed.

Over time, a company must have successful customers and failed customers, which is essentially a probability problem.

Because we keep doing one thing, there will be good results, and there must be bad results, which is inevitable. This is like this society, there must be good people, there must be bad people.

If the success rate of a company is 90%, it is to be 10 customers, and one may die, which is already a good company. If the company's success rate is 30%, it is a very dangerous data.

The key to judging whether a consulting company is good or bad is not a case of failure or success, depending on how much success rate can be achieved.

Because it is only staring at the successful case or failure of a company, it is easy to be misleading. Looking at its customer success rate, it is easier to see the level of this company. This is my first point of view.

My second point of view is that the success of the customer does not depend on the consulting company, but it depends on the customer himself.

The consulting company just helps customers correct the strategic direction and allows him to take less detours. What essentially plays the role of a catalyst.

Just like a teacher taught a class, some students took Tsinghua University, some students tested Peking University, and some students took three tables. However The student itself is the material.

This is like a athlete to become an Olympic champion. First of all, the athletes need to be strong in their own foundation, and then encounter a good teacher and coach to develop his potential. We do brand consultation, which is also such a logic.

Therefore, the consulting company cannot be too greedy. You can only choose to take the customer who takes together you. You judge that this customer may succeed, and you can match the three views.

02

Brands need methodology, which essentially requires shortcuts and certainty. Does this shortcut and certainty really exist?

It is not a method theory for the brand, but the consulting company needs methodology, that is, people who learn the brand need methodology.

As long as the brand achieves the business results, the final business purpose is good, and there is no need for methodologies in essence. However, in the process of learning the brand, because the system is very complicated, we can't learn without grasping, so we need methodology assistance.

Buddhist meditation and meditation have methodology. Such as observing breathing, participating in thoughts, playing with the front, hidden imagination, and so on. But these Buddhist houses are called "convenient methods", which means helping you to facilitate and help you get started. You cannot treat these methods as an enlightenment itself.

When we learn the brand, we need to use methodology, but in the end we have to break free of methodology.

Those who do not understand, use different customers to use different customers to die for customers. Those who learn to understand will not look at the methodology in the end, but based on customer facts, do what to do.

This logic is a bit like driving. When you learn a car, the coach may teach you the formulas or methods such as "one step on two hangs and three steers". But when you are really driving on the road, you will not stare at these formulas, and they will become a natural response to your body.

The reason why consulting or advertising companies need methodology is because the core assets of consulting companies and advertising companies are the IDEA capabilities or strategies of talents. This ability is very floating, and it is difficult for you to keep the quality and keep it.

Because people are in a state of ups and downs, just like athletes, he must have his own peak and valley period. Moreover, people are flowing. If a company wants to operate sustainable, it must pay attention to talents, but they cannot fully depend on talents. Therefore, you need to precipitate your "hard assets".

As an enterprise for consumer goods or entities, assets may be their own factories, brand business models, management systems, user volume, and so on. But consulting companies or advertising companies do not have physical assets, and real assets are your thoughts and methods.

Our predecessor McKinsey is the first methodology in the industry. They have precipitated many methodologies in the field of consultation.

For example, how to meet, ask questions, how to diagnose customer questions, how to do PPT, etc. These methodology and McKinsey talents have achieved today's McKinsey.

In the advertising industry and brand consulting industry, we are still younger brothers. We should learn from the elder brothers in the industry, build our own methodology, and precipitate our company assets.

03

Suppose I am a boss who is a pet food, with an annual income of 200 million. I used to do foreign trade before. What should I do now?

First of all, what is the real problem of your customer.

Customers may tell you a lot of problems, but he doesn't know what the real problem is. If he really knows what he is facing, he will do it himself and will not find a consulting company.

The difference between the consulting company and the advertising company lies in: Advertising companies are customers who send a BRIEF that we meet the customer's BRIEF, but the consulting company helps customers formulate BRIEF. For example, a person is going to the North Drift and let you help him go to Beijing to find a job. As a consulting company, you must know, why did he go to Beijing?

It is likely that he thinks that Beijing has a lot of job opportunities, so he goes. If you can insight, he just wants to get the essential issue of a job opportunity. You may think that Shanghai and Hangzhou also have job opportunities, and there is no need to go to Beijing. Therefore, going to Beijing to find a job is not the real problem of customers. This demand may mislead you.

As far as the customers in the problem are concerned, he used to do foreign trade and now want to be his own brand. You can't help him as a brand as soon as you come up. Instead, you have to find out what the real reason behind him is behind the brand?

It may be that he has done foreign trade before, and now foreign trade has not increased. He has to find the second growth point, or it may be that he has made a big profit of foreign trade. He feels that there is no challenge to do this. He wants to find new stimuli, so he wants to be a brand. In these two mentality, the idea of ​​making a brand is completely different.

The first idea is that if he grows weak as a brand, the core should immediately solve the problem of business growth. The second idea is that foreign trade has made a lot of brands. His ideas are very long -term and will not pursue short -term benefits. You have to help the brand planning a long -term development system.

After finding the real problem, you have to find a key point.

Customers may have a bunch of problems to solve and a bunch of things to do, but you have no time and no energy to finish. Therefore, we must judge which is the key issue in this pile of problems. After solving key issues, let all problems is not a problem.

If this pet food company has made 20 new lines from 200 million to 1 billion, each line has a certain sales volume.

However, if you want to work together from 1 billion to 200 million, 20 new products will be done together, it is likely to do less than 2 billion. At this time, think about the path to the reached.

For example, there are 7.2 billion cat food markets, and you want to achieve 100 billion. If you choose small edge products such as cat snacks, it is not possible to be only 500 million markets, then it is not a key point.

04

There are many changes in the business environment of the enterprise, but I feel that the brand has not been able to propose a new response, and I have not found a new method instead of the old method. What do you think?

China is an environment where a variety of business forms are concurrent. For some industries, our so -called new methods may be the rest of them. For example, you can't talk to WeChat's private domain, you can't talk about fashion with beauty, and you can't talk to the Internet APP to grow up.

New methodology and logic of one industry may have been played for many years for another industry. Moreover, your new methodology is likely to be invalid for some industries.

For example, information flow advertisements are not very useful for the industry such as Haitian. Because users do not have the habit of stocking, few people will return a bunch of soy sauce on Douyin and Xiaohongshu.

The impact of Internet advertisements on the condiment industry is very small. Haitian does not need to use private domains or live broadcast to maintain corporate growth, so for so many years, they have been doing traditional TV advertisements mainly exposed.

The so -called methodology is actually no uniform standard. In China, we should adapt to different methodology according to the different characteristics and development stages of various industries.

I do n’t agree with the use of new methods to replace the old method. I think all new methods are upgraded and iterated on the basis of old methods.

Marketing is essentially doing information transmission. It is to let people know a message quickly and accept a message quickly. Whether it is a brand or an advertisement, it is this logic, but the law of information transmission has been changing.

Information dissemination methods will become more and more integrated and closer to people's instincts. In the case of art, it was the earliest text, books, and then photography, music, movies ... movies are the combination of music and photography.

For advertisements, there are newspapers ads in the past, and now there are TV advertisements and Internet integration media advertisements. In the future, there may be brain -machine interface advertisements. You can mobilize your five senses and enable you to accept the content with obstacles. Each new advertising form is a combination of old forms in the past.

Each methodology is actually essentially right. Some methodology is not good. It is because the information transmission environment has changed. This methodology is no longer adaptable to the current environment. Therefore, what we have to do is to allow users to receive information more smoothly in the current environment.

The methodology of the meaning is called the story chain. We are also exploring this methodology. It is not too perfect, but it is essentially the optimization of information receiving and information transmission.

The first core of the story chain is the "chain". We want to occupy the user's mind to letting users connect you to.

The previous advertisement was to use saturated bombing to seize users. You have to brainwash the user first, let the user receive a message, and go offline to buy. But under the complicated communication system today, you need to use extremely high costs to achieve this goal.

Therefore, we have to change our thinking, not forcibly instilling information for users, but to actively attract him, let him take the initiative to like you, and take the initiative to link you.

The second core of the story chain is the "story".

The previous advertisements were thousands of people. You have to condense the advertisement to a minimalist, such as a slogan, a TVC, and a poster. Use this set of materials to use the world to ensure that the information accepted by users in various channels is consistent, so that they can be repeated and continuously superimposed, and they are remembered by users. But the current advertisements are thousands of people in the media such as Douyin and Xiaohongshu. The previous advertising logic was not established in the field of new media.

For example, if you take the phrase "afraid of drinking Wang Laoji", the blogger is crazy because he does not know how this sentence can write a note.

Thousands of people's advertisements cannot be a slogan or TVC. It must be a story form. This content can be interpreted by different people and different ways.

My so -called "story" does not refer to advertising into a story, but refers to the "fictional ability" of a company.

The Internet and the Yuan universe are constantly evolving. We believe that in the future, we will probably become a digital resident, and most of the time will be immersed in a virtual world.

In this virtual world, if you talk to users every day, he doesn't like you, and he will not ignore you at all. If the brand wants to attract users, it must have a strong fictional ability. In the future, your ability to create stories is equivalent to the growth efficiency of enterprises.

05

How to form a set of "basic business logic" like you write an article?

Everyone's characteristics are not the same, and one person often cannot learn the business logic and business strategy of another person.

For example, I am very good at strategic thinking. Dong Wei, like me, we have done Gallop's test, and the proportion of strategic thinking is very high. This shows that we are inherently people who are doing this. We can do everything into a system and share it with you.

But some people, you "forced him", he may not be able to write and speak out, but he can't write or speak, it doesn't mean he doesn't understand, he can't do it.

For example, the founder of our dear boyfriend, Shi Daifei, is an actionist. Her logic is: I want to do this, and then correct it in the action. This is a kind of person who uses action.

Everyone's characteristics are different, and there is no need to re -engage the logic of another person. We have to look at what we are best at our body, and use our best part to do things.

If we have to reach the so -called "basic business logic", I think the key is to be immersed in professional theories and cannot extricate ourselves, but to learn to use universal thinking to digest professional things. Only by converting professional theories into universal thinking can you really understand it.

The translation of this sentence is to see the essence of the problem. No matter what you do, you must first grasp the main contradictions of things, and the secondary contradiction must be released back. For example, choice is more important than hard work. After choosing the wrong track, no matter how hard you work, you are not as good as others.

If you want to completely digest professional knowledge, you must first learn a sufficient amount of knowledge, but after learning, whether you write or say, you must transform your knowledge in your own language. Only by internalizing knowledge can you keep doing things according to this logic.

Columnist

General Liang, public account: General ID-LIANGJIANGJUNISME, everyone is a product manager columnist. Brand IP strategic consultant, think about a marketing topic every two weeks.

The original published in this article is that everyone is a product manager.

The title map is from Unsplash, based on the CC0 protocol

The point of view of this article only represents the author himself, and everyone is the product manager platform that only provides information storage space services.

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