A mistake that almost everyone makes: the butt decides the head, so I changed my stool a few years ago. In the more than three years since Party B returned to text message service Party A, the biggest change may be: looking at the problem from a different perspective. Advertisers are often thinking about using advertisements to solve problems, while brand people are trying to solve problems by all means, so I will first write down some confusions and thoughts in recent years, welcome to discuss together, maybe it is your confusion. One phenomenon is that the current Party A is more and more afraid to spend money to make a brand, especially a pure brand (the kind that has no effect). The epidemic is one reason, and survival is a problem. Why spend money on things that don’t see benefits in the short term. The fact is that even if there is no epidemic,
whether or not to be a brand has been greatly challenged by decision-makers of many companies. Even large companies such as McDonald's and Unilever are considering whether the CMO position is necessary. This matter is related to the vital interests and development direction of many people in the entire industry chain. After all, most of the brand budget is given to text message service advertising companies. In the face of complex media environment, endless marketing concepts and tools, we are confused about "Who cut off the brand budget?", "Who killed Adman?" Sometimes we can't find the answer, often because we didn't ask the right question. This article tries to go back to the starting point and start thinking: what is a brand? What is the value of being a brand? Fundamentally speaking, building a brand is not the purpose of a business. The reason why we are willing to invest money in this ethereal word is that it can help businesses create profits,
and it is a sustainable and more efficient way to create profits, because consumers admit that it. So for enterprises, the brand is a means; for consumers, text message service the brand is a result. So how does the brand create profits for the enterprise? Let's take a look at how the result of "branding" helps companies create profits from a consumer perspective. 1. The two major profit values of the brand The first value is to reduce customer acquisition costs Reducing the cost of customer acquisition is based on the reduction of consumer decision-making costs. For two products of the same category, the one with a stronger brand has more choices. Consumers believe that a good brand represents stable and reliable quality assurance, a stronger sense of identity, and a lower risk. Even if something goes wrong, the owner can be found. Better brands mean faster decisions
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