The Age Of Perceptual Marketing

Cultural power determines brand power.

Marlboro's "brand's demise"

Some great brands that can start and affect the whole world from the United States, such as Coca-Cola, Nike and McDonald's, represent deep American culture and represent the feelings of Americans.

Like Marlboro, it represents the bold and brave spirit of the Western cowboys, symbolizing the heroic temperament of the United States to open up the West. This image has been extended for decades, and Marlboro has become the first brand of the year. The image is so high that it will not lose to the influence of Nike in the United States.

So Marlboro is a brand of American sentiment.

But by 2001, because of the price competition of some local small brands, Marlboro also announced a sharp price cut.

On the second day of its price cut, its stock in Wall Street dropped sharply.

The media said the price of Marlboro was "the demise of a great brand".

Marlborough invested tens of billions of dollars in investing in a brand that made Americans very sentimental, but it vanished overnight.

The key problem here is that the accumulation of brand power over many years is mainly due to the accumulation of its cultural connotation. It reduces itself to the same situation as other small brands by reducing prices, and the cultural power is weakened in an instant.

Scott Bebert, CEO of Nike and Starbucks's success miracle, wrote a book called "brand always comes from human nature". The story of Marlboro's "brand's demise" is the beginning of the book.

He said that a truly successful brand will be full of feelings for them. Marlboro represents the spirit of pioneering in the west, and Nike represents the spirit of "Just do it". As time passes, people will have feelings when they see this name.

But feelings can not support a brand once and for all, but also require continuous nutrition and maintenance, through innovative products and innovative marketing practices.

For example, after looking for Mike Jordan, tiger and Woods as spokesperson, Nike also made a pair of shoes specially for "big shark" O'neal, and said that this is suitable for the "aircraft carrier" heavyweight shoes, and designed a shoe for the forward, saying that this shoe is suitable for the moving smart forward, and designed a pair of shoes for the cool and persistent guard.

Along with the different characteristics of the spokesperson, Nike wrapper all kinds of shoes - it only conveys an eternal feeling: "Just do it", that is, passion and confidence.

No wonder Nike sports shoes are so expensive in the market, but the market share is so high.

Nike has made a brand that has lasted for a long time.

Let the brand have humanity.

The author of the book decides the weight of the book.

This has been the two world's most classic brand promoters of Nike and Starbucks. It has organized more than ten years of successful experience into a book, sharing it with the world. Naturally, it will make this book a classic work in brand building.

In the last chapter of the book, the author talks about the seven core values of the brand, and it is a very important core value to let the brand have humanity.

He said that nowadays people only believe in people who know, while knowledge means understanding each other's behaviors, attitudes and values.

When people like and agree with each other's behavior and values, they will trust each other.

The process of contacting a brand is the same, from reputation, knowing this brand, to Lenovo, understanding the brand's behavior and value proposition, it will establish reputation and loyalty, because of recognition, like and trust.

The process of accepting brands like Coca-Cola, Kodak and Nike is similar to the process of making friends. Customers who buy these brands have loyalty. They like this brand because they know the brand personality.

But most of the other brands appear uninteresting, indifferent, and have no ability to make feelings.

Making feelings in a brand, attracting a large group of people, letting hundreds of millions of people like you and agree with you, is a great challenge and a great pleasure.

The reason why the work of brand building is so charming that people enjoy it is also here.

To run a brand in China, we must love Chinese culture and understand China. We must let the Chinese like you.

Starting from China and running an international brand, you must understand the whole world, accept different behaviors and values all over the world, and let the whole world know you.

The width of the heart and the width of the brand.

Cultural power determines brand power.

Nineteenth Century is the military strength of competition, twentieth Century is the commercial strength of competition, and twenty-first Century is the cultural strength of competition.

Korean dramas and Korean mobile phones are selling well in the mainland of China. Undoubtedly, they are related to Korean culture.

Nangong, a minister of tourism and culture in Korea, broke the line: "nineteenth Century is the century of military conquest of the world, twentieth Century is the century of economic conquest of the world, and twenty-first Century is the century of cultural creation of a new world.

"When you are still making processing fees, Korea can gain its benefits on the brand, which is the power of culture.

Cultural power determines brand power.

Yang Yuanqing, President of Lenovo, the most famous IT figure in China, now wants to build an international brand from China.

He wants to go abroad to open up the market and invite foreigners to make his products. Then he must understand the needs of foreign cultures and foreigners. No matter what country he is going to, he will inevitably face the difference of pnational culture.

BenQ is also facing this problem in building BenQ international brand. But fortunately, we have trained a group of international talents over the past decade. They originally came from all corners of the world, including Germany, France, South America and Asia Pacific, and became one of the important cultural resources to build our international brand.

Therefore, people who make brands, especially those who are fashionable and happy, must understand the development and influence of fashion culture.

I asked my colleagues to go to Shanghai, go shopping, go to the opera, and watch "blue life and death".

A person must understand what your customers are, and what they are excited about and obsessed with.

If you stay at home every day after work, like Suzhou people live a small life, then how to do well the whole country and even the world-famous brand.

Many young people did not understand Korean culture. Most of them started watching Korean dramas and using Korean products, and gradually understood the culture and customs of Korea.

The shaping process of a brand is actually a cumulative process of cultural connotations.

The way to build an international brand is a way of using culture to influence the world. This is exactly what our BenQ has to do and the ideal of all BenQ people.

Brand's right to speak

Twenty-first Century is the century of Chinese people.

I mentioned this book more than once in BenQ: Zhang Tingbin's "China can be rich".

Zhang Tingbin is a reporter for the twenty-first Century economic report, a young intellectual with a bit of melancholy.

One of the questions he has been thinking is whether China's economic development is a bubble or sustainable development.

Finally, he concluded that China can be rich.

This conclusion is more optimistic. Why does he change from pessimism to optimism?

In his book, he cited many examples of entrepreneurs.

The first chapter to the eighth chapter is an example of domestic entrepreneurs. The ninth chapter is an example of Chinese entrepreneurs.

Firstly, China is now a factory in the world, but if WTO is open to the outside world, if foreign people rush to China or China's wages are a little higher, the order will probably be robbed by Vietnam and Russia. Second, even if someone's orders do not go away, manufacturing will not make much money, because high technology is monopolized by multinational companies, they will not only earn large profits from China, but will also make Chinese enterprises upgrade in the future. Third, even if China is allowed to make money for technology, the world bank and the world fund group are all in the hands of Europeans and Americans. The master of finance is a pnational financial magnate, while the world's public opinion language is English, so the right to speak is still in the hands of others.

These are all in the hands of others. Then how can you be rich?

In the ninth chapter of the book, Zhang Tingbin illustrated by examples of several Chinese entrepreneurs that China can also master technology, finance and public opinion.

The focus of the whole book is highlighted here.

The title of the last chapter is "Chinese palm", which is about the combination of labor intensive industries in the mainland and Taiwan high tech + Hongkong finance.

He said that at present, it is almost impossible to rely solely on the strength accumulated by the mainland to break the monopoly or relative monopoly of multinational corporations in China.

In the article, he mentioned the example of Taiwan, which is BenQ's KY (Li Kunyao), which shows that Chinese people still have great opportunities in the field of high technology. For example, Taiwan's high-tech has already had a good foundation. In the past forty or fifty years, the development of Taiwan and Taiwan's hi-tech talents with western high education have made Taiwan from labor-intensive to high-tech intensive.

He also pointed out that Hongkong's Phoenix Satellite TV broke the monopoly of foreign media and allowed the Chinese to watch their programs. Hongkong also had the strength of Chinese financial institutions, and more importantly, Hongkong trained a large number of modern financial talents.

In Taiwan and Hongkong, the economy is accumulating to a certain extent. The IT industry and entertainment industry will become popular, and the life industry will be popular. This accumulation is like a driving flywheel, which will generate tremendous momentum in the future.

If the labour intensity and market strength of the mainland, Taiwan's high-tech advantages and Hongkong's financial advantages can form a resultant force, the energy will be immeasurable.

Therefore, the conclusion of this book is that twenty-first Century is the Chinese century and China can be rich.

Brand's right to speak

Personally, I think there is another aspect that is not mentioned in this book, that is, brand.

If Zhang Tingbin wants to write the second part of "China can be rich," this topic can not be ignored.

Why can Nike's "Just do it" be heard all over the world?

It can also be "Made in China", but it is sold in the United States and sold around the world. It has its slogan effect "Just do it", which makes you feel that wearing its shoes gives you strength.

Because brands have the right to speak, brand is more important than anything else: if you have a brand, you can influence others' perception of you, and behind the brand is the power of culture.

So twenty-first Century is the century of "creating a new world of culture". When you are still making small money, it can earn a lot of money on the brand.

We have launched a collection version of Huai Shu cursive on the Joybook laptop, integrating calligraphy into high-tech products, thus having the spirit of art and humanity.

Because we have the brand of BenQ, we have the right to speak and dominate, and we can convey to people all over the world that China's wild grass is art, beauty and classics.

This product is the carrier of Chinese culture, and only the brand that starts from Chinese culture will become the carrier of Chinese culture.

The Koreans will not choose this, the Japanese will not, the Americans will not, only the Chinese talent will.

The significance of our approach is: let us know that high technology and high humanities thinking can be integrated, and China can present such a modern and fashion oriented enterprise.