Brand Head, marketing bow, tipping point where the thread

Each person will encounter several important inflection points in his life. Choose your major, your first job, who you marry, the decision you make for your first venture, whether you decide to switch to an unfamiliar industry, and so on. It may be an intentional choice, or an unintended opportunity or choice that has changed you. No matter where, in short, the result of life is to spend in one choice, and some important moments, forming the inflection point of life.

Prepared people, can be in the moment when the opportunity to truly grasp, so that possible opportunities to become a breakthrough inflection point, and unprepared people, in the advent of the opportunity to see not, touch, can't catch up. Because of these different, caused a different life.

Life is so, the growth of the brand is also so!

Brand from birth to growth, development, maturity, need to go through too many things. From the early site selection, equipment purchase, the formulation of production standards, the construction of channels, a reasonable price for products, and then to brand name, design logo, standard color selection, product packaging design, refining what kind of selling point, to later understand the need to develop brand strategy, Word-of-mouth determines the loyalty, Accurate advertisement appeal is more important than good idea, insist is the most important asset of Brand ...

There is no reason for success, there is no reason for failure! The success of the brand on the basis of following the right brand strategy, must be grasped one or several important inflection point, achieved one or several important breakthroughs, can go to today.

Cliché, if Gado (former King old Ji) rules, along the old road in Guangdong Province in the past few years to sell herbal tea, then sales can only linger around 100 million, it is impossible to go today. Gado seized several important opportunities to achieve the brand's inflection point. The first is positioning inflection point, in the fierce beverage industry, Gado Advisory team keenly grasp the "prevention of Fire" of the mental space, consumers may be difficult to understand what is lit, but the prevention of fire is the need for everyone. The second inflection point is to spread the inflection point, add more treasure rely on the television media aerial bombardment and the overwhelming end of the vivid rendering, so that consumers almost nowhere to hide, to achieve a rapid detonation of the effect of a period of time. The third inflection point is event marketing, 2006 World Cup borrowing power (not afraid of the World Cup), 2008 Wenchuan earthquake donations 100 million, the spring Festival period of "You dare to shout I will dare to send" activities, and so on, have brought great influence and brand goodwill. Of course, in recent years, Gado suffered a fatal crisis, that is, with Wanglaoji's lawsuit, and Wanglaoji struggle is continuing, this "China trademark first case" will inevitably become the addition of another important inflection point, as to whether it is to turn up or down that is unknown.

As I said before, when the opportunity comes, is the brand ready? When the market is in a stalemate, can the brand create a killing trick from chaos? Properly handling these moments can become an important inflection point for brand breakthroughs.

What might be the inflection point of a brand, or what level can we look for? In fact, it can be said that the inflection point may exist in any level, technology, production, channel, positioning, marketing, PR, any side may bring a leap in the brand. It sounds like nonsense, but it's true.

1. The inflection point of technology. Apple's first inflection point must have come from his technology, the lack of technology beyond the times, the mere notion that Apple cannot go today. Technically, it is enough to make a huge inflection point.

2. The inflection point of price. Although the profits are very thin, but by virtue of price to build their own operating security line of defense. The microwave ovens are in absolute dominance in the market, and the Low-cost leadership strategy is an important part of its growing strategic portfolio.

3. The inflection point of the model. Left-right model, right-hand brand. Ma Yun's "platform thinking" to create a strong Alibaba empire, Ma Teng rely on capital strength and large customer base "rapid follow-up", in any field can be either the highest, or rapid retreat. Finding a good model is undoubtedly the biggest inflection point.

4, positioning of the inflection point. Positioning is actually in the consumer mind to create a unique impression, so that the brand and a breakdown of the category has a direct correlation. "Blue Bottle" is "good drink", "pure", although not emphasizing the raw materials, technology, but the consumer's brain has divided the category into "Blue Bottle" and "non-blue Bottle" two camps. Good positioning can allow the promotion of more than dozens of times times even magnified.

5, marketing promotion produces the inflection point. Rely on money to create the impact of advertising cases we do not say more, but after all, the unlimited number of companies to hit the money. In fact, the key to promoting success is not much, but the essence, the ultimate. Can be a class of media, a promotional way to do fine, play through, to achieve the ultimate, do not worry about the influence and goodwill. Millet and Apple's fan marketing, Harley's personality marketing, Zippo's story marketing, are not relying on a lot of advertising to win success. Therefore, to achieve a turning point in marketing promotion, the secret is still two words: the ultimate.

In addition to the above, the possible inflection points include channels, sensory cognition, design, terminal winning and other ways. However, regardless of which one of the ways, to bring the brand upward inflection point, must have the "a road to the black" spirit, to achieve the ultimate determination of things, this is the key.

So what we need to be aware of is that in the brand building process, don't put yourself into endless execution, although this looks very professional, but it is very inefficient, if you want the real market effect. Always remind yourself that often looked up to see oneself is walking the road: This is a way, consumers are willing to pay for this, through what way to go to the extreme, there is no continuity, it to the extreme after the market pattern will be what ... The purpose of thinking is to make sure that the benefits of action are maximized! So take the time to think about the problems, maybe the threads that detonate the inflection point are hidden in the things you're doing.