123 how to understand "brand co-builder"?

Excerpt from Observation on Challenge Day: Day 123, a total of 999 days-experience thinking

Reasons for selection: ① Consumers are brand builders in the experience economy. This is a big difference between the experience economy and the traditional economy. With so many marketing methods, the effect of consumer word of mouth is still so good. Those consumers who are willing to tell their neighbors that a certain brand is good are the real brand builders. They are sharing their experiences.

② Participating in creating experience and sharing experience belongs to brand building. Both are divided into active participation and passive participation of consumers.

Active participation means that consumers spontaneously participate in creating experiences or sharing experiences without brand incentives.

Passive participation means that consumers participate in creating or sharing experiences under the encouragement of brands. For example, pull a new reward ticket.

Obviously, active participation is much better than passive participation. The former is that consumers feel that the brand is good from the heart, while the latter is profit-driven.

3 Insight into the essential needs of consumers. Take punching holes in the wall and hanging pictures as an example. Electric drills, drilling and painting are all superficial needs, and the essential demand of consumers is "pleasant and comfortable" experience. Besides hanging a picture, if there are other ways to make consumers have a "pleasant" experience, it is equivalent to discovering a new product or service.

Abstract: ① People, value and sustainability are three key dimensions of business innovation. Experiential thinking clarifies the cognitive iteration of these three dimensions in experiential economy: people are no longer just consumers, but brand builders; Value is no longer limited to product transactions, but focuses on brand services; Sustainability no longer stays in the relationship between supply and demand, but comes from the whole system.

② Brand * * * can be created by participating in creating experiences and sharing experiences.

What people need is not an electric drill, but a hole in the wall. ""What people need is not a hole, but a straight picture hanging on the wall. " "What people need is not hanging pictures, but being more comfortable in the room. "