Community operation represents a new business logic.

How do enterprises build super brands? Let's summarize the core sentences of Yin, an associate professor in the Marketing Department of Jiaji Business School, Cambridge University, in his new book Brand with High Potential Energy. Whether you are an entrepreneur, a manager, an entrepreneur, or a front-line marketing/sales person, I believe these proverbs can help you solve your urgent needs, help your brand become popular, and help your company take off. 1, brand is the emotional memory of users. It represents an emotional user relationship. Emotion is the only force that drives users to make decisions, and the essence of brand building is to build users' emotions. 2. Brand is based on "value". It can be said that without value, there is no brand. The connotation of brand value is also constantly expanding, from "quality" to "taste" in the industrialized era, to "experience" in the digital era, and finally to "lead" in the intelligent era. 3. Brand building depends on R&D, not publicity. After entering the digital age, brand building relies on "ideological construction" and "relationship development". In essence, building a brand is to build the organizational ability of an enterprise. 4. Brand strategy is not about communication, but about value, culture and relationship, creating a kind of deep and broad user emotion. Therefore, the three driving forces of brand strategy are technology, meaning and affinity, and the core is product. 5. The essence of brand strategy is "identitystrategy", which is related to the top-level design, the highest and long-term strategy of the enterprise and the top-level projects. Brand strategy must rise to the level of corporate culture, achieve full participation, and deeply integrate with corporate strategy and business strategy. 6, user value and experience "beyond expectations" can stimulate emotions. Significant differentiation is the goal pursued by brand strategy. In the digital age, the core of brand strategy is to build an immersive "brand panoramic experience" based on "value", "culture" and "relationship" through digital tools. 7. The brand department is the strategic guidance department. It is also necessary to ensure that the brand concept and spirit fall into all aspects of enterprise decision-making and operation; The marketing department is pragmatic, and is mainly responsible for implementing the brand spirit externally, so that the brand spirit can be fully reflected in the value and experience of users, so that users can really feel it. 8. Brands must evolve with the changes in commercial times. From quality and taste to experience, partners and consultants, the highest level of brand strategy is personalized and spiritual "self-expression". 9. The industrialization era is an advertisement-driven "memory" brand strategy, the digital era is an experience-driven "contact" brand strategy, and the intelligent era is a technology-driven "embedded" brand strategy. "Brand Panoramic Experience" will become the foundation of brand building, and enterprises must realize deep digital transformation. 10. In the digital age, brands should become close partners of users and establish one-on-one deep perception and communication skills. To become a partner, the brand should be personalized, intelligent, platform-based and community-based. Community brand will be the mainstream in the digital age, and its construction principle is "everyone is a participant". Enterprises also need to evolve into "social" enterprises with social skills. 1 1. Based on "attention, persuasiveness and memory", the mainstream brand building logic that emphasizes "high cognition" is no longer applicable to the digital age. Brand building in the digital age follows the path of loyalty driving word-of-mouth and popularity, emphasizing high energy or "high potential". Therefore, enterprises need to focus on "technology", "meaning" and "user intimacy" first, then focus on "geeks" and "fans", and then rely on user groups to quickly build high-potential brands. 12, brand is a kind of energy, which comes from users' emotions. A high-energy brand is a high-emotional brand, which is also a strong brand. Therefore, the core of brand strategy is to establish and enhance users' emotion, that is, brand energy, and the most effective means to establish emotion is direct "contact" and "experience". In the digital age, the source of user emotion and brand potential energy is the immersive brand panoramic experience that can meet the multiple needs of users. 13. User community is a brand energy pool, which can amplify brand energy and determine its total value, thus making brand energy grow in series. As the core of relationship strategy, user community will become the brand core strategy of C-end and B-end brands in the digital age. Any enterprise must establish the organizational ability about the user community. 14. Behind the user's emotion and brand energy is always the user's value. At this stage, the core carrier of user value is the product. Continuous product innovation is the most critical means to inject and maintain brand energy. High-tech, especially digital technology, is the most critical means to create value in this era. All brands should be transformed into digital technology brands, and all enterprises should be transformed into technology enterprises. 15, high-energy or high-potential products are products that can significantly enhance users' emotions and brand energy, that is, the ultimate products. Most of them are technical category innovations, and include social attributes and game attributes, so they are most likely to provide "unexpected" user value. There must be high technology behind high-energy products, and high-energy products and brands without scientific and technological support will not last long. 16. The highest level of brand building is to build a high-quality "brand panoramic experience". Demand level and scene breadth are two dimensions to construct "brand panoramic experience". Enterprises must establish new organizational capabilities, especially in the era of meta-universe. Super platform enterprises have the most strength to create a "brand panoramic experience" and eventually become market leaders. Brand exists in four worlds: physics, cognition, thinking and spirit. Cultural strategy is the key to help brands leap to a higher level in the brand world. Only a thoughtful and meaningful cultural strategy can achieve this goal. In the digital age, the brand's cultural strategy is becoming more and more important. 18, the three levels of brand culture strategy are story-driven, thought-driven and belief-driven. The true brand culture strategy is faith-driven, aiming at establishing the brand's ideological rights and soft power. It is related to the top-level design of the enterprise and the highest strategy of the enterprise. 19. Brand culture construction in the digital age needs to rely on corporate beliefs to achieve internal and external integration, that is, to guide corporate decision-making and words and deeds internally, to define user value and experience externally, and to integrate corporate brands and product brands. The purpose of the community is to realize users, not "self-interest" but "altruism". Enterprises that can do a good job in the community must have a truly customer-centered corporate culture. Its basic characteristics are trust, openness, enjoyment, cooperation, creation and empowerment. Manage the community like a family and a church. Only by holding an "anti-business" mentality and practice can we do a good job in the community. 2 1, brand community is not a sales channel, but an amplifier of brand energy. If members want to empower brands, they must first empower members. Building a community is to establish a "destiny * * * identity" with users. The core of the community is the same beliefs, values and attitudes towards life, not the discount of the same interests. 22. Community operation represents a new business logic, not a new means of obtaining customers. Community-based enterprises are the direction of future business development, and the establishment of community is the only way for enterprises in the digital age, and it is also an opportunity to trigger deep changes in enterprises. Community construction requires enterprises to establish new organizational capabilities, and enterprises must carry out in-depth changes in culture and business models. 23. The beliefs and values of the company's brand core enterprises can be presented most intuitively and truly in the employee experience and user experience, thus stimulating the emotions of employees and users. It can be said that the company brand is the sum of the emotions of users and employees. 24. Corporate belief is the source of corporate culture and the core of corporate brand. Corporate beliefs must be naturally generated and heartfelt. Finding the true faith of an enterprise is the first step to build a company brand. The key to brand building is to establish faith, practice faith and spread faith. Company brand and product brand must be integrated inside and outside. 25. The differentiation of brand value chain is the most fundamental differentiation between enterprises and brands. Brand building in the digital age needs to follow the basic logic of brand value chain theory and strive to practice the highest realm of brand strategy, that is, "belief-driven". 26. Strategic focus is the only way for SMEs to successfully build brands. Small and medium-sized enterprises should avoid reality, pay attention to a single customer group, a single scenario, a single problem, a single product category, and also pay attention to the just needs of users. 27. Category innovation is an effective means for SMEs to build brands quickly. The success of category innovation comes from the efficiency of focusing on "correct questions" and realizing "significant differentiation". The best category innovation is based on the combination of trends, technologies and business models. 28. In addition to category innovation, SMEs also need novel marketing methods to build brands. Marketing innovation in the digital age must rely on high-tech means. It is an important marketing innovation direction to innovate the reach model of "service first, marketing later" by scientific and technological means. 29. Brand is a symbol of trust. The key to building brand B is to achieve significantly differentiated user value in order to win the trust of customers. Therefore, the B-end brand strategy is almost equivalent to the value innovation strategy. Establishing a "customer-centered" corporate culture is the basis of B-end brand strategy. In the digital age, sharing the same fate with customers will be the key to brand building. 30. To build a brand in the B-end market, we must first solve the correct problems. Simplicity and ease of use and customer journey experience are the key value differentiation points of B-end brands. Value differentiation needs efficient visual expression. The visual expression of value is the key to success when the difference of product value is not significant. 3 1, content marketing and technological innovation are two accelerators for B-end brand building. B-end brands must establish high-level content marketing capabilities, and its development direction will be new live broadcast. Brand B in the digital age will eventually have the nature and ability of "media". B-end brand building will ultimately depend on "subversive innovation" to reach the top. The brand strategy of B-end market and C-end market will gradually reach an agreement. 32. Digital brands represent digital enterprises. The essence of digital brand is customer first, experience is king and accurate value. Experience, content and personalization are the core characteristics of digital brands. 33. The development of digital brands has gone through three stages: digital communication, digital gain and digital optimization. The key for C-end traditional brands to build digital brands is to provide high-quality personalized digital experience. The key to building a digital brand for B-end traditional brands is to provide high-quality digital overall solutions. The establishment of digital brand requires enterprises to carry out in-depth digital transformation, whether at the C-end or the B-end. 34. The so-called digital native brand is actually based on the core of traditional enterprises and is not a real digital brand at all. The real digital native brand has not yet appeared, but it will eventually rise and subvert traditional industries and brands. The ultimate form of digital brand is to provide users with high-quality "brand panoramic experience" and eventually become a smart brand. 35. China brand has gone through the "hardware era", "software era" and "small piece era", and will soon go to sea in an all-round way and usher in the era of great navigation. Overseas success requires enterprises to have strategic determination, long-term and legal compliance. The negative origin effect and low-end brand image are still the main obstacles for China to establish its brand overseas. 36. Global brand power is the combination of product power and ideological power; China's brand upgrade relies on the two-wheel drive of technology and belief. Subversive innovation is the only rule for the ultimate success of China brand. The goal of China enterprises is to build a truly global brand with global coverage, global recognition, global solidarity and global integration, but they must transform themselves into global integrated enterprises. 37. The ultimate goal of localization is not localization, but globalization, that is, not adapting to the local area, but relying on the local area to promote and lead the local market. The core of localization is to make better use of local resources and serve the needs of local and even global markets.