One of the electric commodity Licensing: the trust of the future!

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In the Book of Ching, the word "Fu" appeared in a total of 23 diagrams from the beginning of the need for the GUA to the last. Huafu is a letter. Trust in business activities appear particularly important, such as those years when the CCTV standard King of the "big" people, consumers actually buy is the account of CCTV. The future is the person who trusts. Of course, now all kinds of "authority", "fame" have been exhausted by credit, for example, experts have become "brick home."

This is a time of lack of trust.

This is an era of information flooding.

This is a time of great commercial harmony.

In this business has become the market era, capital, channels, technology, and even the team tends to Datong, so the brand, products, marketing, advertising will be Datong. In this era of business Dingge, it is really possible to stick to a point of the reality of the pulpy, and to comfort. Because this is a crisis of trust, the trusted person will have the future.

Today, the first millet to cheat a most basic and far-reaching problems-let people trust, that is, "if the three borders of the road," the name of the brand.

This society has many strange elephants:

Apple every time the press to scold a piece, and then still is crowded, instantly sold out. Because the fruit powder believes that the new product must be of value;

A new brand of milk in a C-class shop is no one to buy, put the Ka chain supermarket premium 100% but sell well. If there is a mass media advertising, it is likely to break the goods. Because consumers believe in supermarkets, and no longer believe that the frequent crisis of the big cards;

There is no doubt that Nokia can smash walnuts, though few have tried it. Whether or not to hit is not the point, the key people believe that information publishers-usually their friends.

The power of the brand, the power of the channel, the power of mankind.

Occasion is to borrow trust.

The first problem facing the market today is the ability to be trusted.

China's marketing history, from the beginning to the reality has been to solve the first problem is trust.

First keyword: CCTV

After the Confucian banquet wine, Qin Qi 95 to 66.66 million won the next year, CCTV Mark Wang, to love more, step high and so life is the brand of CCTV flourished. For a time, all just thought is CCTV huge audience awareness, people from the front of the TV to pull to the sales terminal to spend. In the face of soaring sales, few people care what kind of process it is.

That is a time of lack of information, but knowing only, from cognition to consumption, there are 6 processes. Due to this explosive growth of the brand, the final defection is more than a variety of internal problems, and internal causes of external problems are consistent: is the trust overdraft.

Overdraft on the trust of consumers. The consumer can produce the initial consumption through the CCTV advertisement, the most fundamental reason is the consumer trusts the CCTV, and the brand itself does not have much relationship. That period, who dares to insist on repeated in the CCTV ads, who can sell big. Advertisers did not transfer consumer trust from the CCTV to the brand body, CCTV and now Baidu is a truth, put a day effective one day, once the line, no accumulation.

In those days, "not on CCTV is not famous brand" has become a broad understanding. Several of the king's money was made for CCTV.

Back: Now the hard and wide value of CCTV is gradually diluted, not only the information generated by the new media impact, but the trust overdraft, on CCTV is the brand recognition in the gradual degradation.

Strategy Core: The so-called traditional advertising has died of the argument, the so-called content marketing, the rise is due to the consumer's trust in the media transfer. Select the media in addition to the cost of thousands of people, the most important is the degree of trust. What media is credible and effective for your target audience. Trust other than your target audience, you can ignore it.

Second keyword: star.

CCTV ads + star endorsement into a combination of boxing, simple and amazing strategy plus simple advertising appeal. For example, "Love more please Jackie Chan endorsement."

For a while, no stars, no ads. Formed a "star wrist how big, brand on how big" error analogy.

Obviously, simply take money to hit the CCTV is not enough, CCTV is shared, competition is intensive, the difference is necessary, the star is effective.

According to the "road if the three borders", the star endorsement is also to borrow power in the consumer's trust in the star.

Because before this, the star's image is positive, even not so many gossip magazines, entertainment sites to see. When the brand and the star tie together, the brand itself can trust is weakened.

Back again, the value of the star endorsement is gradually receding, because the star's credible caprice is being extinguished.

Strategy Core: The previous star endorsement strategy, is to use the audience to the star's trust, in the consumer psychology to form a brand and star identity equivalence. When trust is transferred to the so-called grassroots, grassroots endorsement becomes effective. When the root is not the spirit, do not follow the hot spots, but to track trust.

Third keyword: identity.

That time, in Hong Kong to register a company, with the British royal or other what looks very good words start, sticky beard wearing horns "loaded yang (sheep)." Drag a few English, and then get a foreigner, no matter where all of them are British and American big Coffee.

In this era, marketing is easier, even do not need to invest heavily in CCTV, please endorse. Need, just play the foreign monk can.

From Hong Kong to other offshore companies, but also hope to be able to borrow in the consumer to foreign brands experience and trust. The identity of the parent company, the investment company and the founder is also the logic.

Back again, now the name of Hong Kong's brand is not so easy to use, because of credit overdraft.

Strategy Core: The former foreign packaging in the gradual loss of trust, and close to life marketing more real. Trust can be gained with real life.

Fourth keyword: experts.

After experiencing a lot of borrowing potential trust overdraft, the content of advertising marketing more and more attention.

The new brand, new products quickly open market inertia, industry experts from the academic to the business.

Since then, experts from all walks of life are busier than actors. Until the trust overdraft, to now "expert" into a derogatory word.

Strategy Core: When experts become "Brick house", trust is changing to the so-called opinion leaders, and opinion leaders are turning to people around them. Chasing Trust go, marketing don't worry.

Fifth keyword: events.

The so-called event marketing, but also is the momentum.

That year Ford "Drink Paint" event, it can be a great success, but also because through this incident in the indirect spread of paint safety.

Zhang "hit the Fridge" event is also in the reconstruction of Haier Quality trust.

Strategy Core: Find the consumer pain point, solve off.

Sixth keyword: Channel.

In the core of the business district department stores, K-class supermarkets can drive the false international and even new brand, because the consumer to channel Trust. Many "non-brands" that seem to have no intention of growing up are all based on the trust of the channel.

Therefore, the new brand listing, the old brand broke the bureau, Trust first.

Let your own people trust you first.

A brand that can be trusted should not only seek to make consumers trust. There are more important groups that need to build trust, that is, employees and distributors.

The so-called direct marketing such as Amway, there is one of the most worth learning: All dealers will use their own products. Fully trust their products in order to market well.

In 10, Toyota's global recall, the group's president, after apologizing to consumers, jumped onto an Audi and rode away.

For the enterprise, the first group of customers is their own employees. Even the products that their employees can not trust, do not expect the consumer to trust.

The man who trusts can help.

Confucius in the "Yi-ci" said: "Bless the people, help also." God's help, Shun also, the person's help, the letter also. I think it is smooth and respecting. It is from heaven and blessings, and all the benefits of Kyrgyzstan.

The general meaning is: conform to the heaven, credible, the invincible. The brand luck, is the enterprise builds itself.

When doing promotional activities, many enterprises are still struggling to lose the legal benefits of the "final interpretation of the right", always think that the Chinese more fools, there is always information can not be transferred to the place. Perhaps a group of entrepreneurs have not been overdrawn before the Enterprise brand credit, but for small and medium-sized enterprises, people trust is the best weapon.

and to busy capital operation of large enterprises, trust, the enterprise is the most unshakable assets. Investment trust is the investment in the future.

In the Book of Ching, the word "Fu" appeared in a total of 23 diagrams from the beginning of the need for the GUA to the last. Huafu is a letter.

Need for Gua: New brand Trust construction

Need, there is fu, Light Heng, Jeong-ji.

"Justice and sparse": if you can have a letter, you need to succeed in the path of light Things (excerpt).

High-density brand competition, if not through the above 6+1 path to build brand trust, will be blindly follow the competition in the distance gradually. Not to be trusted, any value is not tenable, the value is not established, and then cheap product consumers also think it is expensive.

Regular new product marketing, in the state of zero Cognition, the consumer's first reaction is to cover tight pockets. The first step is necessarily building trust. Shu Yue: "This big strong gua." Having trust is the only way to a new brand.

GE Gua: rebuilding old Brand Trust

It is Fu, Yuan Heng, cheer, regret death.

Order-Gua Chuan: Well road can not be leather, so by the leather.

Leather is revolution and innovation. The brand is aging, either by itself or by the victim of a market revolution.

After the well-gua, the leather-gua is trapped to the limit. "Self-reliance" (also known as "The Day is Fu"), is to rebuild trust.

Specter turn Yue: "With mask Bypass" (after Mongolia for need). "is synonymous with dry 彖".

Brand inheritance Evergreen's path: Keep Trust not overdraft.

Zhongfu: Making Trust a habit

"Justice, note" cloud: the state of faith and then the state is also.

The biggest crisis in branding is the loss of trust. The new brand is the most able to pry the market opportunity, also is in the category leader loses the trust.

This is an era of information, this is a legacy of the eternal Trust, this is a commercial empire and Mirage only wall era, this wall, called Trust. "Road if the most three-border" brand first heavy territory.