To watch the show.

A few days ago, I was on the show, "Spartacus" in the third quarter, "Crisis edge" in the fifth quarter, the blue disc at a breath to see the full season, and then found Sohu video "Scandal", "Black List", "Bankrupt sisters", "Life Big Bang", "Lofty Yin Wife" and updated ... I'm so tired! Two days ago read a message on a micro-letter, said you how not to write the article? Too lazy? I had to quote Sagan to tell him, "as the ideal of life, I intend to live a dirty, lazy and ugly life, dislike you bite me ah?" ”

However, the American drama finally has the stage after the time, then had to pen the code word. It was midnight last night. I am looking at the latest episode of "Scandal", Liu Yan classmate Micro-letter suddenly came, praise me, he saw my "MBA teach not to take the lesson", surprised, I was five or six years ago so far ahead of the nonsense, many cases confirmed today.

Carving ye I a smile, you look at it, I now pull the light, I am afraid it will be a few years before everyone really read it. As in my first two articles, a "opportunity for the Hammer" a "opportunity for every guest", in fact, I read the reply and Weibo comments, most people misread. For example, a lot of people mistakenly think I said every guest that "hold on, means everything" is "emotional marketing", emotional your sister Ah! I'm talking about "the source of the text." And the so-called "emotional marketing" does not have a dime relationship, because the so-called "emotional marketing" there is no methodology, success depends entirely on luck, and "source of text" is close to the methodology of things, although there is no full grasp, but perseverance, blind cats can always encounter dead rats.

Well, if you're sure you've read the first two, then we're going to talk about the third one now. Be careful oh, this article is most apt to go wrong, the skill is not enough people read will think oneself got the golden key, may actually be soporific character.

In recent more than a year, there have been two sales of flowers fame, a call roseonly, a wild animal pie. The two are the most interesting comparison-actually Roseonly's slogan very clear, "life only send one person", the man in this buy spend a lifetime can only give a girl, firmly put the flower this category of "commitment attribute" Occupy, is the textbook level "positioning" theory play.

But the Beast pie is strange, open her home official website, there is no clear slogan, or the sentence "I saw happiness" ... Oh, big Brother, it's the same thing. But you have to admit, just reader nets, the beauty and tone of the Beast pie, is to win roseonly. I accidentally visited the trade three days ago, saw the Beast pie of the entity flower Shop, Cha, surprised for heaven! It's just so beautiful.

But it is said that ... Wild beasts send flowers without making money. Oh, of course it doesn't matter, what I actually want to say is, where are the future opportunities for the Beast pie shop? Just beautiful is certainly not enough, because "pretty" is a very virtual concept, other shops over time, can also make the same beautiful flower shop, let Warren Buffett to ask is "moat" where?

I give the answer is to see how the crack silk.

Tear silk is almost the most successful ladies on Taobao? Almost no one Oh! Under the same turnover, no one is more expensive than the split silk, while the customer unit price is equally high, the turnover can not be comparable. I and crack Silk founder Tong, small wind sisters very early know, so, all kinds of interpretation of the success of the silk, I heard from the outside of the N more.

If I were to explain the split, the most condensed version is "The source of the text through the sense of the picture."

Do not understand, you should now go to crack the silk website to look at their home clothes, simply too ... Be too ... It's too hard to wear everyday! Our company has a lot of crack silk fans, but it is strange that even the "dream Castle" never interfere in the staff dress style, and even encourage the blooming, can daily wear crack silk to work girl still very few. This still does not hinder those small schoolmates, even if do not often wear, also continue to buy crack silk.

If you ask them when to wear them? They'll tell you there's a lot of chances! For example, when you go to Lijiang, when you go to Tibet, at least the weekend when driving to the suburbs ... But if asked deeply will be embarrassed, they 35 years to go to Lijiang Lhasa, most of the weekend are used to sleep and wash a week to accumulate dirty clothes, rarely go outing ...

Then why buy it? That the split is so successful? The answer is imminent: Today's China, the development of the time, began to produce a large number of Bobo clan!

The so-called Bobo clan, is the Bourgeois clan + Bohemian clan meaning, or may explain that the body is the petty bourgeoisie, the mind is the wandering Gypsy. On the one hand must have the steady income of bourgeois, on the other hand yearning for "a say to walk on the journey". The aesthetic is often a fetish, to be more sophisticated and picky, but suddenly began to yearn for nature, to casual, natural, handmade texture of the coarse harsh just good; in short, the Bobo clan is a big twist, schizophrenia, the best Monday to Friday is super gold collar bones, to trade CBD, The workplace opponents chop under the horse, every day kills countless, completely one material worship digger. and Zhou 6th incarnation as the line bard and female singers, the best stray to what Wuyuan, Dali, Phoenix and other land, playing guitar, rely on the power of music begging live.

Let's just say, you go to the 25~38岁, the female Wenqing, the one or two-line female white-collar workers who are now earning millions, I bet that at least half of them have this Bobo daydream.

And crack silk, it is through her clothes to create the picture feeling, meet the Bobo clan "wandering" dream, is "picture type slogan".

So, those fools always mistakenly read "Crack silk is the national wind"! Wind Your sister, (oh, small wind, I am not saying you oh ~) Taobao on the sale of national wind of women more than the dale, but why mostly dismal? Because, when your "national wind" does not touch the "source of the text", it is impossible to sell "women need fantasy."

So why do I have to say, perhaps after a few years, that we may realize the greatness of my three consecutive articles? Because I said a lot of trout and Reese in the "positioning" there is no explanation of the truth.

Plainly, the original teaching "positioning" is not to explain the success of Nike, Brand is the category? Wrong, because "ethically do it! This slogan explores the "Source of text" Part of "challenge Ego", is the human emotional region "positioning", not simple category can explain. And the way that the future of the silk will take, is the road of Marlboro, there is no so-called "slogan type slogan", but "screen type slogan"-no matter the slogan or the screen, in short, is to touch the "source of text"-Marlboro screen, steam, desert solitary smoke, and then a cowboy in the sunset, Sitting in the horse bar to point a cigarette, "This is the world of Marlboro", I, all men heart that emotion was instantly ignited.

Starbucks and Muji, for example, are undoubtedly the most glorious brands in nearly 20 years, interestingly, neither of the two are directly using the slogan-type slogan, which is actually expanding their territory through "slogan"--and, more magically, the aesthetic philosophy of the family, which is almost diametrically opposed, Well, you can now brain fill their shop style screen, and then do a good job doing homework, think about--the mother of these two homes in the end through the "screen type slogan" To explore what kind of "source of text."

The conclusion is: Trout's "Lloyd's position" is based on product category positioning, and "glyph positioning" is to explore product brand to trigger the human emotional resonance positioning, the "emotional positioning" needs the "source of text" support, while the means is divided into "slogan slogan" and "Picture-type slogan." (Oh!) Nash through the 27-page "Non-cooperative game" paper elaborated "Nash equilibrium", carving through three "xxx opportunity" long article, elaborated "the carved position"! Too good, then his mother oh two times: Oh! Oh！ Oh！ ）

Maybe, I just said maybe, rational entrepreneurs, more suitable for the "slogan-type slogan" for their own business positioning. And perceptual entrepreneurs, like the silk soup, she likes to use the picture to interpret the heart, she is an extra large Bobo clan, make money to get cramps son, hundreds of millions of cash hands do not blink, but travel only to what Nepal, Bangladesh and so on the most nooks and cranny or even water and electricity places ... Her temperament dictates that the "picture-type slogan" of the silk. Of course, no matter what, is through the layers of calculation or inadvertently inserted Liu, can touch the "source of text" is the final victory and defeat hand.

Finally need to explain, not every brand needs to go to the "brand sublimation" this stage, infinitely improved products from needless to say, but even limited improvement, some enterprises do not have to think about this problem. It is enough to use the primary "positioning" theory well and "split your Mind".

...... For example, immediately near the opening of the "Xue Pan grilled string" does not need to "brand sublimation", the roasting string sublimation a Alex mile? is simply split your mind-Xue pan is tantamount to baking string, "supplementary Memory" part is "own pasture", is to eat wild leek "Wu Zhu Mu qin light luxury sheep" is good. This finished, won, do not play "sublimation."

If there is anything to do, it is through the "taste" to "locate" the specific area of your mind, you want to ah, charcoal red, mutton aids, pepper bright. No, this is the picture sense, we want to talk about "taste" ... How does the taste touch the source of the text? Let's start with Ancient Greek mythology, and then to Shakespeare and the Renaissance ... Oh, forget it, today is too late, nonsense to I am tired, don't joke don't pull bastard, stop, sleep! (Am I as crazy as Nash?) Oh！ ）