Advertisers should consider winning in the long run

Guide: All advertisers are full horsepower, want to make their ads more prominent. At this time is to remind themselves, what is the real mission of advertisers. In the advertising circle, the value of existence is to win people's hearts. The brand's ascension Journey never ends, and this is the whole definition of brand building. But winning Hearts is the brand's lifelong mission, and in the long run, don't forget four things.

In the advertising circle, the value of existence is to win people's hearts. The brand's ascension Journey never ends, and this is the whole definition of brand building.

Once won the hearts of people, it is not a momentary, not like drugs and alcohol to bring the temporary stimulus, but far more than the sales staff, involving long-term links.

Our line is always to screw up simple work, to catch the tide, to create popular words, to be seduced by fame, to be inspired by unprecedented events, and to be brazen in the pursuit of shock. This is a time to catch up with the tide, afraid of missing, people addicted to watching, praise, click and share. But winning Hearts is the brand's lifelong mission, and in the long run, don't forget the following four things:

1. In a way, the product is king. In old words, good marketing can quickly counteract inferior products. Not really. Today there are not so many inferior products, because all products are basically in the same research based on the production, in the same supply chain circulation, the same distribution mode, customer relationship management and costing software, product packaging also follow the same focus group adopted the program.

It is bad experience design that kills good products. Good design is worth recommending to MBAs, and they should be valued as operating profit margins, winning hearts. From product to packaging to customer experience, good design can be a powerful weapon to win the hearts and minds if applied to all stages and aspects of the product experience (because the poster child's appearance, people do not like to use the apple, but the poster is designed with a Mac).

2. Truth trumps breakthrough. "Real" is bad for the "disintegration" of the public, as is the boast that we can make your brand famous. If the "disintegration" of the public can make the brand successful, this method is also easy to operate. However, disintegration and reputation cannot be the ultimate goal, and these should only be useful in a one-time deployment, such as value sharing, further linkages, and overall linkages.

In fact, the "real" thing is very boring, such as selling bacon, it is easier to attract people with a sizzling smoky sound than to use the food itself. But in the long run, what people mean is bacon itself. Mexican Restaurant "Chipotle" is a good example, they truly reflect their value, and thus made a breakthrough.

3. Reject the rich and diverse core values and find the right beliefs. Companies need to build a belief system to find a language that can be spoken in a sincere, connected manner, and require someone to write those languages. Sincere value expression can attract people, not a series of value statements. Every company says that they believe in the phrase "put the customer's needs first". It sounds Google, but Google actually has its own belief system.

4. Be the child that other children in the family hate, because the whole world clearly makes no sense to like him more. In every family there is such a person, he is more loved by people, bring the whole family happy. In short, the attractiveness of a popular child is directly related to their personality.

The spiritual connotations of these characters, their attitudes and the way they interact with others make people feel good. The brand is going to be like this. Virgin Airlines and Southwest Airlines all have this popular trait. On the flip side, does Microsoft's disk-driven nature make it a success in emotional areas such as entertainment? Personality, indefinable and unable to measure, in addition to excellent design, it is more important than the brand to do other work.

Perhaps the advertisement once is lets the person pay the art, but today, the consumer also has the power, but does not have all, therefore the brand Merchant also is not powerless. They can export strong values, choose to believe in a better thing beyond themselves, carry out business with responsibility, show charisma, and come up with a thoughtful design experience. When the audience feel good, between people, heart and heart will be interlinked, the consumer group has grown. The care and commitment of the audience is real and is trusted and followed by legitimate reasons. This is the beginning of progress, the brand itself is the most important, don't forget.