How to do brand marketing?

Traditional enterprises need decades to build their own brands before they can sell billions or tens of billions. It takes only a few years for internet brands to achieve sales of over 100 billion. Do you still need to spend hundreds of millions to spread according to the master's plan, or use a set of precise marketing methods to realize the rapid establishment and marketing transformation of the brand? It's not that the brand is not important, but that the method of brand building, shaping and landing has changed! The product is 1 and the marketing is 0. Peter drucker, a management guru, once said, "The two most important functions of an enterprise are innovation and marketing, and the others are costs." Innovation is more about product and value creation, while marketing is about value transmission. So who is more important when comparing marketing and products? Apple stands for product culture and Microsoft stands for marketing culture. Today, apple is king; However, ten years ago, Microsoft was the king. Therefore, Fang Ge believes that brand strategy is based on products. The product is 1 and the marketing is 0. The core of any marketing is the product. In the past, the cost of connecting customers was huge and consumers could not be found. Traditional advertisements and TV advertisements are overwhelming, and the cost of intermediate connection is huge. Today, the mobile Internet has developed to a mature stage, and the cost of connecting users with products is equal to zero. The deepest understanding of advertising in this era is that products are advertisements. As a saying goes: "This is a big era in which a small era prevails." You will find that many enterprises now, a product can be born, and it is in its prime at birth. Xiaomi, WeChat and Yu 'ebao are examples. Today, with the prevalence of the Internet, all the intermediate links have been cut off. Only when the product screams enough can you amplify the power of 10 times and 100 times. If the product's 1 is not done well, then no matter how many zeros there are, the product's 1 will be gone, and no matter how well the marketing is done, it will be a pile of zeros. When Jobs returned to Apple, he made a very important reflection: "The product people were killed by the marketers." After Steve Jobs returned to Apple, the most important thing he did was to let the product people regain the right to speak. It can be said that the brand has changed a lot now. In the past, the brand was more from brand to marketing, to users, to your products, and then formed a brand. First, the methodology of traditional brand marketing: 1, positioning 2, excavating core values 3, constantly looking for strategies to express core values and spreading them repeatedly 4, forming one-to-one brand association 2, fission marketing traffic pool thinking: brand is the biggest traffic pool and source, but the methods and tools of brand planning and shaping have changed! The place where users can keep, digitize and operate is called traffic pool, which is owned by enterprises and can be used for long-term free marketing. Traffic pool thinking refers to the follow-up behavior after acquiring customers, emphasizing how to find more new users with a group of old users. For most enterprises, service number+applet is a standard traffic pool. Others include app, community and brand. Except for traffic pool, other traffic can be called traffic source. Such as traditional advertising, digital advertising and social marketing. The flow pool is the foundation of the enterprise, and the flow source is the external running water. Third, the brand building method: 1. Discussion and Analysis When planning each brand building project, an enterprise needs a specific team to conduct analysis and research, and make a series of brand analysis and positioning through competitor discussion, current brand diagnosis, future development potential, etc. After a series of information collection and data analysis, it is concluded that brands should determine their position in the market. 2. The brand inspects the organizational disadvantages and talents outside the enterprise, and strengthening the disadvantages is helpful to the development of the brand, and finds out the advantages that can be unfavorable to the brand development and corrects them. 3. Brand strategy: Based on clear strategy and innovative ideas, we should formulate diversified brand directions, and provide more appropriate strategies according to all brand characteristics and commodity characteristics to help brands establish their own identities and make them unique. 4. Design and develop the brand development process, starting from the concept idea, connecting the experience and contact points between consumers and brands, and creating a special brand experience through creativity and links in visual abstraction. 5. Brand performance and activation Weak brands have attractive visual symbols and abstractions of the same sex as * * * *. They help brands express fragmented and divergent shapes through abstractions and words, and creative teams use brand demands and strategies flexibly to develop and restore Leng Yan's design. Through accurate strategy formulation and creative design, the brand will be injected into life, and the "brand activation" of enterprises will continue the brand life cycle through focused and divergent brand abstraction. 6. Brand management Develop and implement one-sided brand management tools and standards to help customers show the abstraction of understanding differences in brand promotion and convey them to all consumers through ineffective brand communication. Fourth, the orientation of communication: the meaning of communication, what emotion does it satisfy? The highest level of marketing is to realize the "* * * affection" between brands and users. There are so many brands in today's society that it is impossible for the public to remember every brand. Therefore, what the brand should do is to help the audience realize themselves, rather than self-promotion in the era of famous brands. Take Nike, which we are all familiar with, as an example. Nike rarely publicizes the product level, but its brand concept is clear, that is, justdoit! This is a kind of sports spirit, and it is the persistence spirit that dares to challenge oneself and never gives up. It connects people with the same ideas and people who love sports, and returns marketing to values. Therefore, a successful brand should be an organization system with image, flesh and blood, skeleton and soul, and its communication design is to create a path and brand from product to brand through various methods, thus establishing the emotional connection between products and consumers.