As the cannon rang, gold was two, and Mr. Dendron was familiar with it.

As the cannon rang, gold was two, and Mr. Dendron was familiar with it. The goal of artillery alignment is often the object of concern and desire of the target customers, making influence by criticizing these brands, earning fame and earning business, which Mr Dendron has always been good at.

As early as in Guangzhou into the United States era, Mr. Deng laid out the "different from the views of Ogilvy," The long text, by Ogilvy to the reputation of the United States, then transformation and upgrading, borrow trout fame earned pots full, and in this process continue to criticize Lenovo, Tcl and other enterprises; in the criticism of profit, in the profit criticism, fame more and more louder, snowball rolling bigger.

In recent years, Mr. Deng also frequently published critical remarks to stimulate the eye, the first constant large ice spring 100 million gambling, but no one to fight. Then adjust the gun head, will fire on the current hot fried chicken: millet. First published "Millet is making mistakes, Huawei should aim at Apple" comments, and then a "I want to solemnly tell Lei Millet strategy yaw!" Interview, if this article is still not enough firepower, it is estimated that the next few weeks, there will be a sequel. The views expressed in the two articles are not very novel, but only the deduction and deduction of the positioning method.

Mr Deng's core views are set out below:

Millet goes against the customer's mind to develop, is bound to experience failure.

Mr Trout's warning is that the Battle of war is not the product but the cognitive.

What do we think of millet now? It must be a mobile phone, and it's a direct phone. The customer's mind to the brand positioning, then, all strategic and other resources should be around this positioning, not wishful thinking to do the platform, to do ecology. Enterprises can not start from their own, must be from the customer, the potential users of the mental positioning set out.

A word is: the meaning of the brand is also in the customer's mind to represent a category, and then become a customer consumption of a category of choice.

Millet platform and ecological strategy erosion is the rapid rise of millet depends on the "direct mobile phone" positioning.

I can foresee the future that has happened, the millet box, TV, flat, is not good, it is difficult to have a great, I this resounding conclusion can stand the historical test. Because he does not have a corresponding strategy to escort.

Lei to learn from Ma, with a new positioning, a new brand, a new strategy to grasp the opportunities of other industries, MA Yun is not all the products are the name of Taobao, such as Taobao pay, Taobao flagship store, but Alibaba, Taobao, Cat, Alipay, in every place have strategic positioning, Around it has a set of interlocking strategic pairing, thus building a strong brand group.

Strategy is that once you gain leadership or dominance in the industry, you will master the initiative of the whole strategy, Takako will take the right, Takako, and hard.

The law of any industry is the same, the reason for this rule is the customer's mind, as long as there is a one is enough, the user's mind is not willing to store so much information. In the mobile internet era, the fragmentation of time in the process of instilling information, this two-dollar law is even more so, so the internet just accelerated these no positioning, no one of the enterprises to accelerate the elimination of the processes.

The above 9 points list, I think already enough to explain Mr. Deng's view of millet, the key words of his opinion can be summed up as: mental cognition.

The current market knowledge of Millet is "direct mobile phone", so

(1) Lei not only can not be "millet" this brand extends to the television, flat and other fields, and the business can not extend to these areas, because there is no corresponding strategic escort.

(2) Even if the business to extend, Lei should also like Ma Yun, each business has a name (or brand).

Let's put aside "positioning" and use other areas of knowledge to dissect it:

1, the brand is a name, the name is a concept, the concept of production of cognition and association

Those who read philosophy know that concepts are the basis of philosophical research. German industrial standards define concepts as the units of thought that are extracted from a group of things and reflect their common characteristics by using abstract methods. Any concept will make people have cognition and association, and because of regional culture and other differences, each person or a group of cognitive and association is often different. For example, the concept of "chrysanthemum", someone will think of autumn, some people will think of festivals, someone will think of indecent things. Brand is a name, is essentially a concept, the concept of course, also let people have cognitive and association.

2, the concept of variability, cognitive will also change

Brand is a concept in essence, but it is not a common concept in people's daily life, but a concept created by the enterprise, this concept corresponds to products, advertising, events, aesthetics and so on all kinds of cognition and association. Because it is a newly created concept, its content often changes, rather than the ordinary concept of a certain degree of stability.

For example: The concept of China, in general, is our nation and people. But when it becomes a brand of toothpaste, it has a toothpaste products, toothpaste ads, toothpaste products use feelings, toothpaste product packaging and other kinds of cognition, followed by a fresh breath, love and other associations; when it becomes a brand of cigarettes, it has a variety of tobacco products, cigarette packaging, cigarette taste and other kinds of cognition, Also produced a sense of high-grade, officials, social status and other associations. So in the present, how do you think we should recognize the name or brand of "China"?

Not only will the brand concept change frequently, but the everyday language concept will occasionally change. Decades ago, we call "comrade" will feel more respect, even a sense of sacredness, today, if you say who is gay, he did not chase you dozen, will give you a supercilious look, "Miss" the same word. If "Miss" is a brand, we would say that the concept it represents has changed, or that people's perception of it has changed.

3, because of cognitive variability, brand extension is not a cognitive problem

The world is changing, industry is changing, and cognition is changing. Zhang said, there is no successful enterprise, only the era of enterprises, meaning that enterprises should change with the times. Once, Nokia represents the mobile phone, Kodak Representative shoot, but then?

Let's look at IBM's history from a cognitive perspective.

In the 1900, people's perception of it was automatic tabulation machine;

In the 1911, people's perception of it was CTR and a hodgepodge;

In the 1924, people's perception of it was IBM, a commercial machine;

During the First World War, it was known to the arms manufacturers;

In the 1950, people's understanding of it was the national defense level computer;

In the 1956, people recognized it as a commercial computer, a blue giant;

In the 1964, People's Cognition of it was compatible with machine;

In the 1981, People's perception of it was PC;

In the 1997, people's understanding of it was a solution;

In the 2010, people's perception of it was the earth of wisdom.

The industry changes, IBM represents the concept and understanding, but also changes with the times, turning the history of IBM can be seen, IBM has not disappeared in the long river of history, because the company's strategy to keep up with the development of the times, rather than what cognitive problems.

Since we agree that the meaning of the brand or concept will change, then why can't a "direct selling cell phone" become an "internet platform"? Again ask a question: 2010 Lei to create millet, millet represents what? It represents the kind of food that we don't like to eat in the farmland.

4. Industry ceiling and business extension

When companies go to the top of the industry or the industry itself stops growing or shrinking, it is common sense for companies to find ways to transform or expand their business, including geographic extension and industry extension. Why should Vanke transform to be a "City supporting business"? is essentially an extension of the business, which has nothing to do with branding. We must not agree with this view: brands can not be extended to many areas, that is, the brand's content can not be changed.

Let's take a look at the case:

How long is the line of business and product line 3M?

How long is Siemens ' line of business and product line?

How long is GE's line of business and product line?

How long is Virgin's line of business and product line?

I hope Mr. Deng will not quibble that these enterprises have no future.

5. Stage theory and Enterprise control ability

Tomming, a leading strategic management scholar at Taiwan University, said in the theory of strategic refinement:

When I was a professor at Eton University in the United States, I did not think clearly about these strategic issues, blindly citing research literature, teaching American students not to diversify, not to integrate vertically, not to internationalize, not to merge, because research shows that these strategies have a failure rate of more than 50%. But after returning to Asia 15 years ago, after more than 10 years of reflection, I found that I had really been taught wrong. These strategies are highly difficult to implement, but successful companies will implement them.

Chinese enterprises, the vast majority of the history is very short, less experience and the accumulation of resources is not enough, in the initial stage of enterprise development, so most enterprises must focus on a certain field, in order to do strong at the same time bigger. However, we cannot say that all enterprises in China must focus on and confine themselves to one area. Moreover, focusing is not a clever theoretical question, nor a method problem, but a common-sense problem that companies act on their own abilities.

Take Chunlan's example, why is Chunlan not good at cars? Not because the name "Chunlan" is not suitable to become a car brand, but the ability of enterprises not to adapt to the "car" this strategic goal, that is, we call the "target too big, ability is too bad", what is the brand?

Therefore, the business extension is essentially an enterprise strategy to control the problem, rather than a brand extension of the problem. The former is much more difficult than the latter, almost equivalent to the disparity between the earth and table tennis.

6, the category is a circle, see how you row

Say something about the business area, or the category, how to see the category. The category is to draw a business circle, but, this circle how to row, but is a problem. Jack Welch has a similar example in win:

Chair, we can refer to the one you are sitting on, you can also refer to all the goods that can make your butt sit, or you can refer to the plastic chair that is used only by McDonald's. The key is not the concept of the Chair, but how you define the concept.

I think this example is enough to illustrate the problem. A category, we can according to their own needs to define it, to draw this circle, so what is called category leader? See how you define.

7, Marquis case

Marquis boss Disease Nasty desperately, first find trout, and then find Reese, two companies have to do for the West Shellfish Positioning program, which for us from the outside to see "positioning" provides a rare opportunity. (The author of "positioning" is Reese and Trout)

February 2011, Trout was positioned as "Northwest folk dish" for West Shellfish;

November 2011, Reese was positioned as "Northwest food" for West Shellfish;

2012, Reese was positioned as "expert in cooking sheep" for West Shellfish;

2013, identified as "Sai Pui naked Face Village".

In three years, the strategic positioning of Marquis can be changed three times, so we can only comment on this:

Strategy is a joke? Can it be changed year in years?

Is strategic positioning valuable? Marquis Business is still good, this proof of what positioning is no problem, such a strategic positioning, the value of the point is low.

Is there a spectral novices?

8. The value and problems of "positioning"

Look at the value of a thing, first look at its source. When the author of "positioning" wrote this book, is in the advertising company, we all know that the advertising company is essentially the sale of words companies, or to sell language philosophy of the company, so, "positioning" is more focused on the consumer's so-called cognition, which is its value. (You can study cognitive linguistics)

However, we can not generalize this value, rise to the height of corporate strategy. Enterprise strategy and strategic management knowledge, far beyond the consumer's external cognition, the focus is on the internal management of enterprises, in other words, the operation of enterprises, in essence, is the strategic formulation and strategic implementation.

Almost all the success of enterprises, are marching the pace of the times, in the internal management efforts, of course, this is not to say that the study of consumers is not important, but that the latter is only the basis, and the former, is the entrepreneurial life to pursue things, or, called Management of the road. In these respects, the world is a lot of master-level scholars, and Trout and Reese, can not enter the hall of scholars. "Positioning" is only a concept, reminding us to pay attention to consumer demand; it is not a method, not a theory.

What is the difference between ideas, methods and theories?

Philosophy is the principle of action, such as people-oriented is an idea;

Method is the strategy of action, such as taking the elevator is the way to go upstairs, it is related to the goal;

Theory is the highest level, the theoretical pursuit of interpretation, the big scientists are the people who build the theory, such as gravitation.

By this understanding, "positioning" can only be an idea.

9. Instead of asking God

A truly remarkable enterprise, says Drucker, is often placid, tedious and boring. Business management, not by a God General theory, can advance by leaps and bounds, but in the attention of the details of the step out of the deeds.

Finally advise a good hype Deng teacher, the enterprise's many business behavior and strategic layout, not into the interior, we outsiders often do not see the real, so the establishment of the premise of the shelling and advice, just as the beach on the building, it is not conducive to the growth of enterprises. Criticism is easy, because failure is always easier than success, so the success rate of critical fable is very high, but we must know: construction is difficult