When a typhoon comes, pigs can fly.

We must all be familiar with this remark, nearly two years has basically become the major universities, MBA, all kinds of lecturers and marketing of everyone's mantra, asked everyone provenance, is sure to say that is the wisdom of the rebels, it is not, this is an old Western proverb, meaning that, opportunities come, who can make a difference. This sentence, the emphasis of the "typhoon", that is, opportunities, opportunities, including the situation, trend of thought or ethos, collectively referred to as "time" or "potential", that is, "times."

Now a lot of business cases are taking this to explain why Millet will succeed, why there is such a rapid pace of development, in fact, we do not pay attention to the situation is a growing environment, everyone's opportunities are equal, why only rebels became a hero? Brand planners Lin Hailiang that rebels has a crucial two points, knowledge and occasion, that is, rebels know potential: When the typhoon (based on rebels years of Internet experience and two of listed companies operating experience, accurate grasp of the industry competition situation), And good at occasion: know where the typhoon mouth and smoothly put yourself there (with the help of big screen mobile phone wave, with the help of such a tall Apple rivals to form their own low-cost competitive advantage to achieve the full market recognition), there will be "Typhoon, pigs will fly."

There is also an old saying in China that "The Times Make Heroes". Why does the Times make a hero? There are at least two reasons: one is forced by the situation, have to find another way out; this is also in line with the competitive environment of SME entrepreneurship basically do not want the blue sea, all the Red Sea, second is the eye, see the future trend of the situation, or homeopathy, or to help. That is to say extremes, usually to the corner is the time to turn, the millet breakthrough, Mengniu rocket speed, small sheep sheep empire, grass drought-resistant grass plan, all based on this, knowledge potential, occasion realize the rapid development of enterprises.

So, as mentioned just now, the tendency is also the trend, large and small enterprises are in, that is to say there is a sense, why only millet, mengniu, small sheep, Mongolian grass to achieve rapid growth, which is the key to our discussion today, that is, the typhoon came, how we put ourselves to the typhoon mouth, this is the key.

This involves a process of potential energy aggregation and transformation, small and medium-sized enterprises are more entrepreneurial stage, facing the problem is the market do not know, consumers do not understand, no one dares to try the cognitive problems, so brand planners Lin Hailiang has been said to do the brand is to build awareness, make trust, all brand activities are around this as always right, So how to quickly build awareness, how to quickly build trust, brand planner Lin Hailiang said that do not understand occasion you will be unable to move, why?

Because the market is difficult to accept new things, it is difficult to change the original cognition, people accept the new pattern is from the beginning of the comparison, that is, and the original cognitive things as a reference to make a comparison to understand the novel, to the new product this is more critical, so that is the first car out of the time why would say: a car without horses, To illustrate the convenient role, if there is no perception of carriage, dairy giant Mengniu is particularly good at occasion typical, just came out to say that they want to build a second brand dairy industry, is actually 1160, is relying on the people all over the country know the first is the same city Yili, but the people of the whole country has not a recognized dairy industry second, Mengniu is the use of Yili's first cognition, to establish their second cognition, so that the rapid integration of the national distributors, their own Mengniu freezer with little money to the streets.

It is difficult to build new knowledge quickly, a new product, a new brand without the help of people's known power, it is difficult to quickly establish their own attributes, or even can not survive and development, because people are more willing to believe that the understanding, so for the entrepreneur, the new product if open the situation, It's important to be good at borrowing existing perceptions to establish brand attributes, and if we look at these ads again, you'll be more convinced:

Please come to our grassland---mengniu first advertising language (with the help of the prairie natural knowledge, grassland milk more mellow, open cognitive situation);

Does not occupy the small material to rinse the fat sheep---small fat sheep's difference cognition (is not so much the difference cognition, also is inferior to say that the small fat sheep is also to use the prairie sheep to come directly, the small fat sheep is also by the Prairie Big Cognition, won with the seasoning hotpot industry battle);

Often use the brain, drink more than six walnuts (the Chinese people think that walnuts have brain function since ancient times);

Shenzhen's electronic products and the production of electronic products in Inner Mongolia, not to mention the brand, basically a look at the origin of sales have been stereotyped, is sure to buy more Shenzhen, of course, the opposite of the Inner Mongolia Food and Shenzhen food, the result is certainly, because the feeling of Inner Mongolia more natural ...

A good advertisement, a good plan, in fact, more are good at finding the perception of the market awareness point. With the existing cognitive potential in the market, in order to realize rapid communication and establish the goal of cognitive trust, it can be said that life is full of "potential energy".

NET Biography:

Beijing people said he sand many, Inner Mongolia people laughed, Inner Mongolia people said he area, Xinjiang people laughed;

Xinjiang people say that he has many nationalities, Yunnan people laughed, and the people of Yunnan said he was high, the Tibetan people laughed;

Tibetans say he has more cultural relics, Shaanxi people laugh, Shaanxi people said he revolution early, Jiangxi people laughed;

Jiangxi People said he can eat spicy, Hunan people laughed, Hunan people said he beautiful, Sichuan people laughed;

The people of Sichuan said he was bold, the Northeast smiled, the northeast said he was straight, Shandong people smiled;

The people of Shandong said that he had a good economy, and the Shanghainese laughed;

The Cantonese people said that he was rich, and the people of Hong Kong laughed, and the people of Hong Kong said that he had more mistresses.

The Taiwanese said he wanted independence and the whole Chinese people laughed.

This is the cognitive, this is the potential energy, but also we do products, brand, planning must be concerned about the importance of the brand is to achieve faster consumers believe that the familiar environment and means to communicate, homeopathy and for, occasion momentum, such as Wanglaoji, to find fear of the fire, began from the hotpot shop, barbecue shop began to promote, This is also in occasion.

So the potential energy, which is prevalent in nature and society, should be used in our marketing process. At the same time check yourself, there is no mistake in the marketing implementation, so as to avoid causing a loss. Because people use known derivation of the unknown, when you are a new, new product, you are the eyes of the unknown. At this time, what you say, what you do, it is not important, you are 1% of that crowd, when 99% of the people think the sky is red, your so-called "adhere to the truth" meaningless.

As new products, new businesses, new brands, growth processes, just like a climber who keeps trying to get a say, only when you climb a mountain, you have a chance to hear your voice, like Ma Yun has been talking about when he has no influence. "The Internet will change all aspects of humanity," Bill Gates said. Through the influence of Bill Gates to achieve social, media and public attention to the purpose of the Internet.

So how does the brand should give oneself occasion?

1. Where is the potential energy?

Find the person with potential energy, name, environment, even a sentence, a concept, a place, etc. Simply put, the "known information" that is good for your position. The known information, it is best to be obvious, everyone knows, and has the appeal. It can be a name, an opinion, an event, etc. Therefore, do not always worry about brands do not have the money to invite stars endorsement, or no big coffee to help you, because real life, potential energy everywhere, not necessarily rely on "people."

Another example of a brand planner Lin Hailiang personally involved, Inner Mongolia has a landscaping company called and the letter garden Greening, in the green industry to do more than 10 years, has been tepid, every time as long as there is a South Green company to participate in bidding is extremely embarrassing, you must ask, why Ah, because just a newspaper name, basically eliminated, Because the operator is more reason South Green Company more reliable, you think, landscaping, give people what impression, or design good, or vegetation, that is, or you have flowers hastily, or you use tall design planning, Inner Mongolia obviously do not have such a cognitive, arid and desert plateau, the original vegetation is less, The design is not lifting, it has been considered a daily ride to work, live yurt eat the meat of the place, there will be no good design planning talent, this is the region's cognition, this is the root is not good, no way, basically a look no chance, of course, if everything is so smooth sailing without planning people, Planning is to find the fulcrum of cognition, to find the potential energy of cognition, as the saying goes, the other side of the bad things is good, since we all know that the sandstorm in Inner Mongolia, drought and less rain, this fact, we take this to say, that the Inner Mongolia vegetation is not all have the characteristics of water-saving drought, a survey, the basic recognition of this fact, So the first thing we do is change the name, from the park and the letter to the grass-drought, directly to the different characteristics of the clean, will drought-resistant and water-saving story, found the cognitive potential energy, shape the brand image on the right direction, the next thing to do when this recognition let the market accept and more trust, is to provide a trust-like, Following the close co-ordination of PR events, call the United Nations initiative to set up a water saving and drought day the establishment of drought-resistant vegetation research institute, etc., are all around the water saving and drought-resistant communication, now, the influence of the grass are basically familiar with, through less than 4 years of brand management and management, has made such a tall achievement, you must be saying that how much money, It's not about the money, did you see how many commercials the grass did? All public relations events, so not to do the brand must spend a large price, small enterprises to do the brand, want to spend a little money to do big things that will be four or two dials, occasion momentum, the key is not to do high handsome things, Gaofu basically are dry education consumer things, in popularity, In Cram, let the consumer accept he was not so think of things, this basic difficult, such as the Overlord of herbal tea, such as anus Thai oral liquid, such as the hongta wooden door and so on.

A successful brand is to do what others see as success. Occasion, is to borrow all favorable to their own position of cognition, the premise is clear self positioning.

2, if the body can not be changed, then to the low potential energy environment.

There is an old saying in China, better to be a chicken than a phoenix, like this principle. The 1th one is how to increase your potential energy; The 2nd is to say that if things are really bad, you feel like you're in your life and you can still change, that's where you go to low potential. For example, a company in the United States sold not to go out of the advanced equipment, to get China to sell, it has an advantage. You think you are capable, you can go to the less competent, more ordinary people, can also form an advantage. For example, when Taobao has become white-hot, micro-letter did not do much, you can transfer to micro-letter to do, which is also an advantage. Some of the slow-moving goods on the coast, to the mainland, still very tide.

For individuals, there is a very simple sentence, to avoid weaknesses. Must use their own strengths to go to People's short board, light a bright natural formed its own advantages.

3, how to add to the potential energy, association law, legislation, etc.

Add to the potential energy is a compulsory course for every entrepreneur, otherwise who will talk to you! Acquiring potential energy is an act that does not necessarily cost money.

Association method. Evergrande-I am not carrying the landmark water, is 3000 meters of alpine water. The potential connection is with the farmer, the porter of nature.

As for the star endorsement, also is a kind of association, related is the star's credibility, popularity, but now the star credibility decline, there is no potential energy. Therefore, it is difficult to rely on the star to move the pin now. Those who often bask in the car, the hotel photo, Sun travel, sun all kinds of tall, the basic is the Association law.

On the legislation, not much, because the craft, if handled improperly, it may become a negative effect. such as: To scold the Gado and Wanglaoji. In this process, although the two in the scold, but mutual occasion, but the peaceful coexistence of enterprises but inexplicably disappeared. So, online biography of a joke, eldest brother and second fight, old disappeared. Because the potential energy is gone.

No potential energy, no attention, Brand cold. Like, jelly--I want to like the lang. The best brand in jelly, but because the followers are too few, the category has no potential energy, so cooling. This is also to remind the entrepreneur, with unknown expression unknown, are the founders often make mistakes. Many entrepreneurs pursue novelty, make a very strange product, in fact, it is difficult to promote. Because there is no potential energy, the category and brand is too cold.

The last point is to choose a potential energy environment or channel or field. This is the legendary: standing in the tuyere, pigs can fly the principle.

In some potential energy environment, you are a fool can also succeed. This is a fact, but one prerequisite is that you have to have the ability to identify whether it has potential energy. For example, traditional shopping malls, have lost their way, you are a genius, it is also difficult to sell sky-high.

Own efforts, a little like walking. Every person looking for potential energy is like finding a good boat or a good plane for himself. With a field, a boss, it will be like a boat, flying, as much effort. They will give you more energy and speed.