What has changed in the role of the brand in the enterprise

Are you still playing the hero? In the past, enterprises in the creation of brand stories are like to play a hero role, such a brand positioning in the current market is not really useful, now, we want to take the customer as the protagonist, and the brand is the leader.

Are you still playing the hero? Famous Internet brand PR marketing person Wang Xuliang talked about the past, enterprises in the creation of brand stories are like to play a hero role, such a brand positioning in the current market is not really useful, now, we want to treat customers as the protagonist, and the brand is the leader.

Why is there a change? What makes the concept of "brand-hero" ineffective? Is the customer, their consumption mentality becomes more complex, the mind is more witty, at the same time also has the higher anticipation to the consumption. Any attempt to control them is considered arrogant and unacceptable. But when you position yourself as a participant rather than a controller, customers are more likely to let you walk into their world and understand what they need. You can strive to shift from a drive-oriented and brand-centric (brand-hero) strategy to a brand positioning based on experience and a focus on consumer participation (the brand is the leader).

So how do you do it? Let's look at the interpretation of the Wizard of Oz for Heroes and guides. Who's the hero? D[or]othy. Who's the mentor? Glenda. She helped D[or]othy reach the wonderful oz. There is no doubt that brands need to be great wizards Glenda to provide real value to customers.

The Glenda/d[or]othy concept is the foundation of our brand story, and in the digital world The brand story is an important link between the brand and the consumer.

Consumers are willing to regard them as friends for those who can help them achieve their goals and satisfy their desires or needs. Design your brand story based on the customer's heroic image, while the brand is naturally part of the story when it meets the needs of the customer-who would be the best candidate for a story better than a hero?

Tom's Shoes (TOMS http://www.aliyun.com/zixun/aggregation/16969.html ">shoes") is the successful use of "Customer is the hero/brand is the Mentor" concept of the model. The founder of Tom's cloth shoes, Blake Mycoskie, a talented American designer, was on a trip to Argentina when he found that local children needed to walk miles to find clean water or go to school without shoes to protect their feet, and many people suffered from skin diseases, So he took inspiration from the native Argentine shoes, set up the Toms brand, and pledged to donate a pair of TOMS shoes shoes to the world's children who needed shoes! The event, known as "one F[or] one", successfully led customers to do charity while spending.

When brands play the role of mentors, they build bridges between people and needs. Any time, these bridges must be real. Well-known Internet brand PR marketing Person Wang Xuliang said the past, the story of the people is a bridge, but today, no great story is enough. Remember, our goal is to participate, so the brand must go beyond the storytelling role to be part of the hero story. That is to say the difference between the person of the story and the character in the story.

There are several simple and effective steps to becoming a Glenda. First, eliminate the distance between the organization and the brand. Consumers recognize your brand, and your efforts will be more valuable when you think and act from a brand perspective.

Brands should also learn to change in terms and expressions. When your goal is to guide consumers, increase participation and interactivity, the old phrases such as "target audiences" will no longer apply, as they are initially based on the wrong ideas and assumptions. The general public's contribution to content is far beyond the brand itself, they are really influential and control the whole interactive link core. Therefore, for the brand, "target audience" or "user" concept, it is time to upgrade.

At the same time, whether you call them consumers, VIPs, customers or other, please be sure to remember their identity, they are in the purchase of products, experience service, but also in the definition and creation of their own and brand stories. Ideally, your brand will succeed in becoming part of their story, interacting and interacting with your brand in a meaningful and immersive way.

Finally, we have to understand that one o'clock-consumers prefer brands that share value, so they need to build and promote a brand culture that encourages cooperation, participation and sharing. Are people more willing to express and share stories about their involvement? Are you happy to be part of it? The answer is yes.