The key to brand marketing, how to deliver value?

Editor's Note: Value innovation is a huge and systematic concept in the knowledge system of super brands, which is divided into three important parts: discovering value, creating value and transmitting value. This issue will focus on the third part, "delivering value", including how to accurately deliver value and several major elements to be followed in value delivery. In the value innovation system, discovering value is the starting point of brand marketing, creating value is the process of brand marketing, and transmitting value is the key of brand marketing. Why is the transmission of value the key to brand marketing? For example, Kodak, a former film giant. George eastman, the founder of Kodak, found during a trip that a bulky camera is not only difficult to operate but also takes up most of the space, while a simple and portable camera is more conducive to taking photos during the trip. So in 1888, george eastman invented the portable Kodak No.1 camera. In order to convey the value of the camera, he created a slogan "You just press the shutter and leave the rest to us", which changed the complicated use of the camera. Based on Kodak's value discovery, creation and transmission, in 1997, its market value reached 30 billion, accounting for 70% of the market share, ranking fourth among global brands. In fact, in 20 12, Kodak was drowned in the tide of the times by its own invention "digital camera" and declared bankruptcy. 1975, Steve Sassen, an engineer from Kodak, invented the first digital camera, but Kodak was worried that its film industry would be hit, so it didn't pass on the value of digital cameras, but was seized by the brand that came from behind and was finally eliminated by the market. Therefore, the value that is not transmitted and imperceptible is equal to no value, that is, we often say that "a good product is not necessarily a good commodity". When the value of a product cannot be transmitted and perceived by consumers, then even the best product will be submerged in the tide of the times! So, how should brands deliver value? Mr. Wu Zijian, a super brand strategy expert, pointed out that transmitting value is like throwing an A4 piece of paper, and there can be 1000 ways to transmit it, but no matter which form is adopted, it is inseparable from the three elements of value transmission: the direction of transmission, the sharpness of transmission and the intensity of transmission. Three elements of transmitting value 1. The direction of propagation has not been determined. The value transmission in the direction is wrong. You need to be clear about whether the person who delivers the value is correct. Is the delivery channel correct? Case: Tmall International 13 family's "Little Joy". This time, Tmall International's marketing, together with 13 local media, entered ordinary families in China, and through the little joy of China 13 family, presented a more real and fireworks "China moment", thus opening the hearts of users in China. This marketing is mainly aimed at users in China market. Based on the cultural background of China, it focuses on and magnifies consumers' living habits, provides a scene that is prone to emotional buzz, and causes the buzz of consumers in China. At the same time, the whole marketing idea didn't choose any star or KOL, but adopted a localized and pure narrative way for the marketing audience, and conveyed the values of "you are the protagonist in this life story" to consumers through the scene capture and insight of China people's "life events". Second, is the value point or core application scenario of the delivered sharpness brand sharp enough? Can it directly hit consumers' minds? Case: Metauniverse Marketing and Advanced Metauniverse of Snow Beer set off a "marketing revolution" in the brand link. Among them, Snowflake Beer, which focuses on young people's challenging spirit, naturally began to explore the meta-universe, introduced the virtual human LimX, and modeled the overall outline. Starting from young people's aesthetic preferences, based on their accurate insight, set their mantra, hobbies and habits. For example, "LimX" has sports skills that young people love now, such as street dance and skateboarding. Different from the "high above" virtual idol, LimX, as the "spokesperson" of the inner world of contemporary young people, has penetrated into the new generation of the world equally and sincerely. It has an independent self-personality, is not satisfied with the standardized tradition, and prefers personalized display and undefined personality characteristics. This * * * emotion that echoes with the new generation of consumers gives consumers a sense of substitution and can directly hit consumers' minds. At the same time, the image of "climber" who bravely walks in the forefront of the world has changed from "vague" to "clear" for the first time, and the challenge spirit of Snowflake has a concrete carrier and is more vivid. Third, the intensity of transmission is the intensity of value transmission large enough? Is it more difficult to spread than competitors? Case: JD Health joined hands with brand merchants to create a "* * * winning chain". This year's double 1 1, JD Health joined hands with brand merchants to create a "* * * winning chain" with a value of * * through strong traffic support and innovative marketing. This marketing covers the global traffic resource matrix inside and outside the station, online and offline, and connects with the global scene. In addition to the three elements of value, teacher Wu Zijian said that making good use of the value anchor can make it easier for you to occupy the hearts of consumers when delivering value. The value anchor of transmitting value means that in the minds of consumers, value itself has a certain measure, and we can occupy this value in the minds of consumers if we are associated with it. To give a few simple examples: First, Apple: The release of the first generation of iPhone and MacBook When Jobs released the first generation of iPhone, he did not directly introduce the iPhone, but conveyed the value of the iPhone through the three value anchors that consumers had already perceived: "an iPod, a phone and an Internet connection device". The launch of the same value anchor was when the first MacBookAir was released. Jobs took the MacBookAir out of the small paper office envelope, and connected it with the product by anchoring the "thin" value of the file bag, thus conveying the value of the MacBookAir. 2. Yujia Petrochemical: Yujia Petrochemical, a gas station brand of Uplus super power fuel in Wuhan, has been upgraded from a traditional industry to a "smart gas station with good, fast and happy" since its brand strategy innovation, adhering to the brand mission of making energy more efficient and travel more pleasant, and fully satisfying the new generation of consumers with the three core values of "good oil", "quick refueling" and "more fun". In terms of good oil products, it anchors the value points of ethnic oil products, and transmits the value points of brand fuel "Uplus super power fuel", "super power, super endurance and super clean" to consumers. Third, Hua Mao: The inheritance of filial piety culture is based on the source of wine, and filial piety comes first. Hualian Hui, the founder of Chinachem, bought the old wine shop to retrieve the old winemaker and brewed the wine that Grandma remembered. This story has become the historical context of Hua Mao's filial piety culture, and "Hualian Hui Sacrifice Mother Brew" has also become the value anchor of brand transmission. In brand communication or new product communication, filial piety culture is regarded as the basis of the connection between brands and users, and China filial piety culture has been well expounded through the charity and social responsibility forum. Summary: Brand marketing is a process of discovering value, creating value, transmitting value and finally forming value as a whole, because brands do not belong to enterprises, but to consumers, all brand stakeholders and value as a whole. Therefore, this is why the core of value transfer is to transform value into users' cognition. Without the guidance of value cognition, all resources are fireworks. Under the guidance of value cognition, all resource inputs are artillery fire.