Reinventing Brand with Network marketing

As the saying goes, "need is the mother of invention", but there is also a process of innovation. Over the years, countless brands have reshaped their brands out of necessity. They are either facing a PR disaster such as a product recall or filing for bankruptcy protection, or they are coping with changes in the industry and changing consumer markets. Alternatively, they want to expand their market coverage by expanding their customer base and product range of application.

Whatever the motivation for branding, and whatever the brand and product, it should be starting from the web and ending with the web.

Why do you say that? Because most of what you want to eliminate comes from the web and will always be there. These things are in forums, message boards, social networking sites, and "virus" spreads, and most importantly, they appear in search results that you don't want to see, but can't delete. Since consumers know your brand from the Internet, the brands should make a wonderful response on the Internet.

In recent times, we have seen more examples of this kind than ever before. Part of the reason is the recession, and partly because the brand faces more competition. For example, each shampoo brand has more than 20 other brands waiting for the opportunity to rely on their labels and creative market positioning to steal your customers. Some brands such as flying Silk are no longer just staying in the present position. Instead, the marketing team behind the shampoo and Hair Care series is using a global Web site that requires consumers to "reposition the sea silk".

In addition, the silk has launched a new marketing campaign aimed at convincing men that the product "is not only able to remove dandruff".

The brand's campaign will reposition the sea-flying silk. The product does not only improve dandruff, but it also provides another seven different kinds of scalp and hair protection. The event invited a unique North American spokesperson for the hairstyle-rugby player Troy Polamalu. The slogan is "NFL Official shampoo". The ad was aired not only on television but also on the troyhttp://www.aliyun.com/zixun/aggregation/17030.html ">tacklesmore.com Mini website."

The male-targeted site showcases 3D games, surveys, and interactive tools based on soccer themes. To further appeal to target users aged 18 to 49, and to increase the interest of the consumer group, the brand also works with a non-profit organization. The agency can meet the wishes of American soldiers.

GM has also recently had to reinvent its brand, albeit in less appropriate circumstances. On the same day that GM filed for bankruptcy protection, the company also launched a new commercial on YouTube to try to save GM's reputation by controlling the damage it has done to the brand by filing for bankruptcy. The public advertisement includes the following message: "The new GM will be a leaner, stronger brand." We will use a leaner, stronger model. "and" The only business we care about will be the upstream. "Although GM does not allow users to comment on the video, the video has gained more than 100,000 views," he said.

In addition to banner ads, micro-site gmreinvention.com, including a news listing titled "Reply: Progress", and a tool that allows users to comment on GM's chief executive, is also available.

Notably, GM has also used social networking sites for publicity. The general Twitter account has information to subscribe to, and users can learn about how GM works every day. And GM has added a Facebook fan page to its website and a page link to Flickr's vehicle model.

The Web-based brand is also not immune to this aspect. The obvious example is Yahoo this week launched the "Is YOU!" "For the slogan of the marketing campaign. The goal is to get users to notice that Yahoo is no longer just a portal, but a network social center. What fresh energy does this brand-reshaping activity bring to Yahoo? I think it will be very interesting.

The challenge for marketers is to pay close attention to the consumer's response and, of course, to decide how and where to put the consumer's response first. Next week I will introduce a new product, may be able to help you, stay tuned.

(Original: September 24, 2009; compilation: Zeng Cui)