fter contacting a large number of companies, the author found that most companies have a lot of cognitive bias towards brands. They believe that brand building and communication are the same thing, and they blindly seek speed in "brand building", and the brand thinking mode is solidified without knowing it. Common Brand Mistakes In the past ten years, the founder of the brand, I have seen three or four thousand at least, the first 10 years are fast-moving consumer companies, mainly big brands. Coming from MINISO, because of my status as a brand consultant, I have been involved in all walks of life, and I have come into contact with a lot of traditional brands and new-generation brands. In my life, because of work, many people ask me how to make a brand, and I have received many similar confusions: My product is super good, how can I quickly get users to pay for it?
Now that traffic is so expensive and scarce, should we do brand building with a low return on investment? Private domain traffic and live streaming are text message service so popular, can I do it now? Why do the newly emerging Internet brands do not need to spend more energy and resources, but their brands are still able to quickly become popular? At this time, I will ask him: The brand you define in your heart—— - Does it enhance the identification of the product or service? Can it be recognized at a glance, thereby reducing the cognitive cost and decision-making cost of the audience? - Does it give your product or service a premium value? ——Has the credit endorsement between consumers and enterprises, products and services been established? Can consumers trust you unconditionally because of your brand? Among the various answers, I found that most people confuse brand building with brand communication, thinking that advertising and letting KOLs bring goods is to make a brand,
so everyone is fighting for traffic, channels, and advertising. This cognitive bias often leads to more serious strategic problems. For example, the pursuit of short-term traffic + no product barriers + no brand mentality, a typical marketing-driven brand. There is no firewall, the repurchase rate is low, the crowd positioning is ambiguous, and pseudo-demands. What's even more frightening is that many founders themselves are people who just want to make money. What they want is to skip the process of "sowing, fertilizing, and watering" and can directly harvest a wave of leeks. Quick speculators. Therefore, I have witnessed many companies around me fall into the following misunderstandings: Misunderstanding one, like to blindly follow the trend. Chasing market hot spots and imitating the practices of successful brands, such as seeing live broadcasts are very popular, and doing live broadcasts for live broadcasts, rushing to make the brand uncharacteristic. Misunderstanding two,