Innovative Destruction Brand That Violates Core Values

Blind spots and misunderstandings of Chinese enterprises in building brands

Author: Wu Chunfang brand network brand consultant, brand strategy researcher. Former director, chief brand consultant and lecturer of brand strategy research center, Kasen brand communication agency, Hangzhou. First, create the theory of "asymmetric asymmetric brand competition" and "brand building pearl chain".

The series of articles on "blind spots and misunderstandings" of Chinese enterprises' brand building are the most common and extensive common problems mentioned by the author in brand consultation, project training and forum speech. It is hoped that a series of articles on "blind spots and misunderstandings" of Chinese enterprises will guide the practice of Chinese enterprises in brand practice, so as to realize the original intention of my writing.

The report of the 17th CPC Central Committee pointed out: "improving the capability of independent innovation and building an innovative country" is the core of the national development strategy and the key to improving the comprehensive national strength. We should speed up the construction of a national innovation system and support basic research, cutting-edge technology research and public welfare technology research. We should accelerate the establishment of a technological innovation system that integrates enterprises as the main body, market orientation and production, teaching and research, and guides and supports the gathering of innovative elements to enterprises and promotes the transformation of scientific and technological achievements into real productive forces.

From a macro perspective, I think there should be nothing wrong with such a country's strategic innovation. But the question is whether innovation is based on the improvement of products, the improvement of innovation, or the innovation and innovation in the sense of brand. Because if we confuse the innovation of two levels of meaning, we will make enterprises fall into a "wrong road" based on the waste of enterprise resources. The innovative idea of promoting the transformation of scientific and technological achievements into real productive forces will also become empty talk. At the same time, we must point out that for mass consumer goods, innovation must be based on brand positioning requirements. Innovation against brand positioning is bound to fall into the misunderstanding of "better products, higher quality and better technology". Therefore, accurately interpreting and clarifying the true meaning of "innovation" is very important for enterprises to build brands, establish national innovation system, and promote the transformation of scientific and technological achievements to real productive forces.

Here, what we need to know is the most basic proposition of "innovation is what". It should be said that innovation is a very broad concept. From the macro level, innovation can be divided into three levels: concept innovation, system innovation and technological innovation. But from the perspective of brand building, innovation is a conceptual process characterized by new thinking, new inventions and new descriptions. Innovation includes three aspects. That is: updating, changing and creating new things. Next, I will elaborate and interpret the innovation at different levels and meanings from the perspective of brand building. It is hoped that it will help the enterprises in seeking the process of independent innovation.

　 Recognition of three innovative forms based on brand building

First, the first meaning of innovation is updating, which is complementary, perfect, improved and better. It belongs to the category of evolution.

1, in order to consolidate its leading position in the chip, Intel is constantly innovating. Has launched 286, 386, 486, Pentium, Pentium 1, Pentium 2---- unified computer chip category.

2, in order to consolidate its leading position in "driving pleasure", BMW constantly innovates. It has introduced BMW 3 series, BMW 5 series and BMW 7 series. It is a pity that BMW's 7 line violated BMW's brand positioning requirements and diluted BMW brand. (because in accordance with the positioning requirements, BMW's most ideal vehicle is medium-sized, rather than large BMW, large BMW is not very flexible. The brand positioning of losing "driving pleasure" -- large, spacious and luxurious should be the Mercedes Benz, which is the main reason why BMW 7 department is not selling well. At the same time, it also diluted BMW's brand recognition. )

3, in the early days, after IBM acquired the leading position of mainframe computers, it continued to innovate. IBM701 and IBM702--- have been introduced to make IBM mainframe computers more superior, smaller and cheaper. --- unification of rivers and lakes.

4, in the early days, apple strengthened the leadership of its "home computer". Constantly introduce new ideas. Apple has launched 2 (open system), apple 2+, apple 2E, apple 2C and apple 3----, which has superior performance, smaller size and lower price. They are compatible, substituted or even replaced.

5, after winning the PC computer, IBM constantly introduced new ideas. PCXP and PCAT have been launched. It is also superior in performance, smaller in size, lower in price, and more expensive in microprocessor storage.

6, the Spanish oil company is positioned to match one brand's "service". So 24 hours of refueling service and a small supermarket service for customers were launched. In line with the "60 years of service" positioning.

7, the position of a bank in the United States is: "fast bank". So they perfected, improved and supplemented their positioning and matching: a series of actions such as relaxing loan rights and installing fast electronic systems.

8, the Boeing company in the United States is constantly innovating. It has launched Boeing 737, Boeing 747, Boeing 757, Boeing 767, Boeing 777 and Boeing 787.

9, Honda accord keeps innovating. It has launched the first generation, accord second generation, accord third generation and so on.

10, the Lockheed Martin arms dealers in the United States continue to introduce new high-performance fighters. It has launched F - 15, F - 16A/C/N series, F - 18 (Super Hornet double engine system) and F - 22 Raptor fighter. {page_break}

11, he's dial-up modem continues to bring forth new ideas. 14K, 28K and 56K (56 bytes per second) have been launched. At that time, technology has been unable to break through / solve its speed problem, so broadband has emerged.

12, the US AT&T company has developed an automatic repair system technology to solve the problem of fast automatic connection after the interruption of telephone lines. It emphasizes the reliability of its network and strengthens its leading position. Leading technology innovation: reputation first, technology second strategy. So technology is a tool or means to help brand building.

From the above cases, we can see that the most effective way to consolidate leadership is to carry out "self attack" so as to achieve the goal of "self elimination". Consolidate and strengthen their leadership and complete the mental cognition registration of consumers' brand leadership.

It should be pointed out that when you are not a leader in a particular field, it is hard to achieve "better" brand. Especially when leadership has been formed, attacking the leader with better products is like suicide attack.

1, Apple's Macintosh lost to IBMPC because it did better. That is because the leadership of IBMPC has been formed. No matter how hard Apple works, it is useless. At the same time, it is important to emphasize that high-tech products are basically the competition of standards, so it is difficult to have second brands of living space.

2, IBMjr lost to Apple's home computers because it did better. Because Apple's leading role in home computers has come into being.

3, in order to compete in the PC market, DEC has launched three competing PC series (Rainbow 100, partners, professional 325 and 350) to compete with IBMPC. The result ended in failure, and finally the whole product inventory was processed. The reason for the problem is that IBMPC has become a market leader in desktop computers, and IBMPC has completed the cognitive registration of desktop leadership in the minds of consumers. DEC is the leader of microcomputers, and should have blocked and blocked IBM in the early days of IBMPC. Unfortunately, DEC missed the opportunity and achieved IBMPC with the attitude of watching war.

4, Wahaha Cola holds high the banner of "national flag" to fight Coca-Cola and Pepsi Cola, and also faces the fate of failure. - because the leadership of the cola category has been firmly controlled by Coca-Cola and Pepsi Cola. And coke belongs to the United States. So no matter how hard coke works, it will be useless.

It should be reminded that most marketing errors originate from the assumption that you are carrying out a product war based on reality. It is mistaken that products are the protagonists of marketing, and erroneously believe that your success or failure in the market is due to the merits or faults of the product. They forget that for marketing, what matters is not the fact, but the cognition in the minds of consumers that is consistent with reality or may not be true. They forget that marketing is a cognitive struggle, a perception contest, a concept struggle, a category dispute, rather than an obvious reason for product disputes, taste disputes, quality disputes, and factual disputes.

A considerable number of marketers or entrepreneurs are committed to studying the market to get "facts". They analyze the market situation to prove the fact that they are on their side; then they confidently step into the marketing field to make sure that they have better products, and that the best products will win in the market. In fact, this is an illusion. No objective facts, nor the best products. What exists in the world of marketing is nothing more than the perception or perception of consumers or potential consumers. Mental cognition is brand fact, and perception is reality.

A considerable number of entrepreneurs and scholars understand the importance of cognition, but the problem is: they believe that cognition is the reflection of reality, and that changes can be changed by changing reality. They forget: changing reality is not difficult, but changing cognition is almost the most difficult thing in the world. So, for marketing, what matters is not the fact, but the cognition in the minds of consumers that is consistent with reality or may not be true. - cognition is hard to measure, so marketers usually rely on the intuition of the right brain and the overall thinking from outside to look at problems, think problems and solve problems.

　　 Two, the second meaning of innovation is: change.

(1) first of all, what needs to be clear is that change and improvement, improvement and renewal are two different things. Innovative changes are in the light of the status quo. They are linked to old things, with the meaning of being connected with each other, as well as the implication of subversion, disorder and new description. Contrast is its main feature.

1, some people say that the earth is flat, but some people say that the earth is round.

2, some people say that the sun moves around the earth, but some people say that the earth moves around the sun.

3. Tylenol PK Bayer aspirin may cause stomach bleeding.

4, Anyuan coal strike said: once a cow and a horse, now be a man!

5, now is the Internet era, now is the positioning era, now is the digital age.

6, the first generation leader of the Communist Party of China: Mao Zedong (founding new China); the second generation leader: Deng Xiaoping (with economic construction as the center, persisting in reform and opening up). {page_break}

(two) Secondly, changing the meaning of repositioning the brand. Repositioning means retuning cognition. - adjustment: to adapt to change. So, for brand building, repositioning is the core of change. 3 different types of relocation are introduced below.

　 1, repositioning competition.

Repositioning of competition can be divided into repositioning and repositioning of opponents. Repositioning itself is based on inaccurate brand positioning, or based on changes in the market environment (Wang Laoji: the largest sales of canned herbal tea, the first ancestor of herbal tea). The core of repositioning the competitors is to attack their competitors' weaknesses. Tylenol attacks Bayer aspirin may cause stomach bleeding.

　　 2, repositioning changes.

We can understand subversive technology, or "disruptive" technology (carriage and car, traditional bookstore and online bookstore), and related trend changes. For example, the trend of health, the trend of leisure, the trend of China's aging and the trend of market segmentation.

　　 3, repositioning the crisis.

The repositioning of crisis can be divided into: the macro crisis of Globalization (financial crisis, inflation, great depression, etc.) and the micro crisis caused by product line extension and brand extension (GM, IBM, China's flooring industry, furniture industry, apparel industry, etc.) most of the enterprises or brands need to be repositioned.

　　 Third, the third meaning of innovation is to create something new, that is, to create something new means breaking up with the past. It's groundbreaking. It is an independent individual.

What needs to be clear here is that creating new things is two different things from improving, improving and renewing. Similarly, innovation and creation are two different things. Innovation is the destruction of creativity. It is positive and positive. Therefore, conditional innovation is not equal to destruction. But innovation which does not conform to the brand positioning requirements or innovation that violates the core value of the brand can only be a pure destruction. There is no social and commercial value.

　　 The creation of new things in the process of building brands can be understood as innovative categories. This belongs to the category of differentiation.

1, in the animal kingdom, there are lions, tigers, monkeys, giraffe, flying birds and so on.

2, in the computer industry, there are household computers, commercial computers, notebook computers, pocket computers and other categories.

3, in the automotive industry, there are cars, trucks, buses, off-road vehicles, tool cars, minibus and other categories.

What we need to remind is that innovation of new invention or creation of new things that violates the mental cognition of consumers will destroy the core value of the brand. In other words, innovation that violates brand positioning requirements and violates the law of the mental operation of consumers will destroy the brand. We call it "exciting tragedy." There are four forms of innovation that violate consumer mental cognition: A, product line extension innovation B, brand extension innovation C, fusion innovation D, and other boring innovations.

　　 The first fusion innovation

1, the combination of automobile and aircraft is difficult to succeed. Because it violates the principle of market segmentation and the single characteristics of brand.

2, the combination of Daimler Benz and Chrysler will confuse the brand recognition of Mercedes Benz and Chrysler.

3, Wahaha's "beer catechu Shuang" drink fusion failure analysis.

A, first of all, the market is subdividing rather than merging. "Beer catechu Shuang" is tea and beer, which is not in accordance with the mentality of consumers. Mental pursuit is simple, not complex. The success of the fusion product lies in novelty factors and convenience factors, such as the tea restaurant, the camera function of mobile phones and so on. Integration is very taboo for brand building.

B, secondly, "beer catechu Shuang" said in its advertising appeal: "it's as cool as beer, but it's not beer. It's healthy like green tea, but it's not green tea." The question is: what exactly is "beer tea Shuang"? Can beer be clear?

C, "beer catechu", the object of its appeal is young people, because the group of consumers did not give up the reasons for other drinks, so they will continue to continue the original consumption habits as usual, instead of "beer Tea Refreshing".

D, "beer tea Shuang" like mermaids, is a combination of human and fish; "beer tea Shuang" is also like a monster, no man and no woman.

　　 Innovation of second product line extensions

4, GM refused to give up any field. Its high-end Cadillac was attacked by Mercedes Benz, BMW and Japan's Acura, Lexus, and unlimited attack; the Buick at the middle end was attacked by local Ford Lincoln; the low end Chevrolet was attacked by the masses from Germany, Japan, and the local brands of Taurus, panthers and envoys. In the end, GM sought government bankruptcy protection in 2009.

1, IBM refuses to give up any field, and wants to eat the whole market, which is opposed to its competitors. IBM stripped the PC division. The Department lost a total of $15 billion in 23 years, and was bought by Lenovo in 2009 at a price of $1 billion 750 million. Among them, cash is paid 1 billion 250 million dollars, and the rest is converted in stock and other forms.

　 Third brand extension innovations

5, the main reason why Volkswagen launched the high-end expensive "dash" car is because consumers believe that the public does not have credibility in the manufacture of high-end luxury cars. It should be Benz Corp and BMW that make high-end luxury cars.

6, 39, Wei Tai launched 39 beer, and there was no credibility factor, because 39 is the cognition of stomach medicine in the minds of consumers.

7, when Moutai tries to persuade the market, they can also provide consumers with high quality Moutai beer, Moutai red wine and Moutai whisky. However, consumers do not buy it. Finally, the products of Moutai beer, Moutai red wine and whiskey are also withdrawn from the market. {page_break}

　　 Fourth other boring innovations

8, such as colorless cola, colorless milk, colourless beer and so on.

9, the installation of elevators on Huanghe building, digging up ancestral graves, chopping old trees, and painting ancient walls are all challenging consumers' mental cognition. Trying to change consumers' mental cognition. Destroy the core value of the brand.

Some basic viewpoints on innovative thinking

1, innovation is not a strategy (long-term), it is only a tactic (short-term). In the process of building brand, innovation must obey or serve the requirement of brand positioning.

2, deviating from the innovation of the core value of the enterprise / brand will destroy the brand. In other words, positioning limits creative thinking; innovation that violates the core value of the brand will create "tragedy" excitedly.

A and BMW's 7 series of innovation will destroy BMW's brand recognition. Because BMW represents a medium-sized "driving pleasure" car. It's not like a Mercedes Benz.

B, large and expensive Phaeton cars will destroy the recognition of small, strong and practical family economy cars. At the same time, this is also an important reason why the high-end and expensive "Phaeton" cars are not selling well.

3, in the early days, innovation helped enterprises build brands. However, when the category is mature, this innovation will only improve and perfect the brand. Because the technology of category is mature. At the same time, it needs to be clear that most brands do not need innovation, but need to focus. (safe rich, driving fun BMW, Ferrari speed)

4, innovation is not positioning. In other words, innovation is not a marketing strategy. It is only a tactic. Those who rely on continuous innovation will eventually get into trouble. Because when the product is mature, it is also ripe for technology. At this time, innovation has basically completed its historic mission. Unless there is another round of disruptive technological breakthroughs, there will be a new cycle. (modems and broadband, chemical film and digital technology, carbon zinc batteries and alkaline batteries and lithium batteries, atomic bombs and nuclear bombs)

5, any form of innovation must conform to the consumer's understanding of brand positioning. Otherwise, innovation will become a burden for enterprises or brands. In other words, product line extension, brand extension and integration innovation will destroy the brand's single cognition and cause the overdraft and dilution of the brand.

6, successful enterprises need marketing strategies. These strategies may contain innovative elements, or none. However, quite a number of scholars, professors, government officials and entrepreneurs have raised their "innovation" to a widely recognized level. It is thought that an innovation will be a dead end for an enterprise. Innovation is the most important function of an enterprise. Drucker, the father of management, has contributed to this trend. In related books, it holds that enterprises have only two functions: marketing and innovation. - unfortunately, it is not a marketing expert, but an expert in management. He did not know that an enterprise had only one basic function: to create a brand that could dominate the category. Similarly, the reason why a brand is valuable is to dominate a category. But in the mature stage of industry, innovation can only be improved or perfected, and it is very difficult to have a technological breakthrough.

7, there are three different things about renewing the nature of innovation, changing the nature of innovation and creating new things. In the process of innovation and practice, if enterprises are confused and misread, they will cause great waste of enterprise resources. This is why the success rate of transformation of China's technological achievements is less than 5%. At the same time, this is also the main reason why the innovative enterprises as pioneers become "martyrs" one after another.

　 Some matters to be noticed in innovation

First, strictly distinguish the innovative distinction between "rising the boat and rising the boat" and "lowering the boat with water."

A and "rising the boat height" refer to the market situation in the initial and growing stages of the industry. Innovation at this time will help build brands. Because in the early days of the market, the product is not very mature, and innovation can change the immature and unstable state of the product.

B and "low water level" refer to the market situation in the mature or even declining period of the industry. At this time, technology is basically mature, technological innovation is just some repair and improvement. At this time, enterprises need to focus instead of innovate. Here, we need to point out that innovation is just a strategic element in building brand, and its function is to help enterprises establish brand.

　　 Second, strictly distinguish the difference between innovation and disruptive technological innovation of the new generation or the next generation of products.

The innovation of A, new generation or next generation product belongs to the category of "evolution" (just like human evolution). To build a brand, its main function is to consolidate its leadership position. Consolidating its leading position in a certain field requires constant innovation and innovation. Rather than disruptive innovation. For example, BMW car's 3 series /5 series /7 system is constantly innovating. Intel chips 286, 386, and 486 are constantly looking for new products. F - 15, F---16 fighters constantly naughty welcome. PANTENE's "nutrition hair" positioning Innovation: from vitamin B5 to pearl white product formula innovation. These are all evolutionary processes. It has the functions of replenishment, improvement and improvement.

B and disruptive innovation belong to the category of differentiation (differentiation of animal world). We call it "disruptive technology". For example: traditional bookstores and online bookstores, traditional photography and digital technology, notebook computers and palm computers, traditional sales and online sales, pilotless aircraft and manned aircraft, as well as animal world tigers, lions, pumas and so on.

　　 Third, strictly distinguish between innovation based on product improvement, improvement and improvement based on brand and innovation.

A, brand improvement and innovation must conform to brand positioning requirements. It must be carried out within the framework of brand positioning. Otherwise, it will become a pure destruction rather than a creative destruction. In other words, brand innovation will limit creative thinking. The innovation of non brand positioning will destroy the reliability of the brand. For example, the installation of elevators on Yellow Crane floors, digging up ancestral graves, chopping old trees, painting ancient walls and monks wearing leather shoes will destroy the core value of the brand.

B, but innovation based on product can not be so particular. Because brand and product, commodity are two different concepts, are two different grades. In particular, technological innovation in industrial products (process products: spare parts, semi-finished products, materials) and military products is very important. Because the marketing of industrial products is about the cost performance of products and the purchase of professionals.

　 Fourth, strictly distinguish the different forms of innovation between industrial products and mass consumer goods.

The target consumers of A and mass consumer goods are non professionals. They are not experts, and their buying behavior is more biased towards conceptual cognition, perception or feeling. Such as: leadership, new generation, safety, luxury, sales volume and other conceptualized cognition.

B, and the target consumers of industrial products are professionals. They are experts or experienced people in the industry. They have very high technical performance, cost performance and service requirements for their products. Therefore, for industrial and military products, the innovation of technology and performance is more important than the innovation of technology and performance of mass consumer goods.

A large number of manufacturing enterprises in China are now in a predicament because of non-technical, performance improvements, changes and even breakthroughs. It is based on China's labor cost factors, social labor security factors, material cost factors, and international trade exchange rate factors to achieve temporary success. But this temporary success is not sustainable. This is the crisis of China's manufacturing industry. {page_break}

Several types of innovation

2, product innovation

3, technological innovation

4, positioning or positioning slogan innovation (re positioning)

Here are some negative forms of innovation:

5, deviate from the innovation of the core value of the enterprise and brand (extension of product line, innovation of brand extension and integration).

6, deviating from the innovation of consumers' mental cognition (colourless milk, colorless mouthwash, colourless beer, colourless cola).

On the slow development of revolutionary product market

The more revolutionary products are, the longer the marketing cycle will take place. It is difficult to change people's habits.

The 1 and 35 millimeter cameras came out in 1920s, but only in 60s did they become widely used in Japan. It took 40 years to change from unconventional to traditional.

2, the microwave oven came out in 1946, but it was not widely used until the middle of 1970s. It took 30 years to change from unconventional to traditional.

3, the telephone answering machine developed very slowly in the middle of twentieth Century, and demand did not begin to surge until the middle of 1980s. It took 25 years to transform from unconventional to traditional.

4, cassette tape recorders were introduced in 1956, but the family market did not start until 1975. It took 20 years to transform from unconventional to traditional.

5, the video game machine has been put on the market in 1972. Market demand was strong at that time. Then the market suddenly collapsed. It was not until 1985 when Nintendo entered the market that through long-term technological improvements and breakthroughs, long-term demand became a reality. It took 9 years to transform from unconventional to traditional.

Analysis of reasons for slow and slow revolutionary products

1, it is very difficult to change people's ideas, habits, habits and habits.

2, revolutionary products have few focus or contrast factors in real life. It takes a long time to educate customers and cultivate the market.

3, consumers are insecure about revolutionary products. In particular, there is a lack of sense of security in function.

4, in the initial stage of the market, revolutionary products are not technically mature. It remains to be improved and perfected.

5, revolutionary products generally have a high price and the impact is widespread. Because enterprises need to transfer research and development costs to consumers.

　 On the innovative issues of harmony

From the essence of a brand, it is difficult to integrate with consumers' mental cognition in the market. Because it violates the principle of brand unity. But if it is based on convenience or integration with free love, it will still have a place in the market. Here, we call these two forms of integration the integration of innovation and "free love" convenience.

1, for the integration and innovation of "Lang Lang style", we can be understood as "the problem of the combination of garlic and coffee". We firmly oppose this form of integration. Because it destroys the uniqueness of the brand.

A, Wahaha's "beer catechu Shuang" is a mixture of beer and tea. Because beer and tea rarely have the convenience factor of integration. There is only a mechanical combination of "matching". This is the main reason for the failure of "beer tea".

B, traditional bookstores and online bookstores are hard to integrate. Because it is two different categories, two different directions of technological innovation. This is why a large proportion of traditional bookstore enterprises use the same name to take account of the failure of online bookstore business.

C, aircraft and car integration is also very difficult to succeed. Because aircraft and cars are two different categories.

The integration of "D" and "safety" characteristics of cars with "driving pleasure" is also difficult to achieve. This is the important reason why BMW and Mercedes Benz are positioning the brand for "safety performance" but not for the luxury car. Because consumer perception is hard to change.

E, traditional mobile phones and smart phone integration is also very difficult to succeed. Because it is two different categories. So Apple independently launched the A Phoenix smartphone. And constantly innovating. The two generation of A Phoenix generation and A Phoenix has been launched. Now, the fifth generation A Feng smart phone has been launched. Apple dominates the category of smart phones. Apple's stock market is very high at present.

F, fighter planes, transport planes and airliners are also hard to integrate successfully. Because they are three different categories.

The 2 and second is the integration and innovation of "free love" based on convenience. Its core is convenience. We can be understood as the fusion of "free love" and "Snow White".

A and tea restaurants belong to the integration of "free love" based on convenience.

The combination of B, mobile phone call function and shooting function is based on convenience.

The accommodation and catering combination of C and hotel is also based on convenience.

Here, we need to remind that the innovative thinking of integration is based on the convenience factor and the recognition level of consumers' minds.

On the integration of "the target is not equal to the market"

Focusing is the most important way to realize the cognition of brand identity. Focus not only on enterprises, focusing on the same brand, focusing on the same target consumer groups. Unfortunately, a considerable number of entrepreneurs, academics and professors in China misunderstand the real meaning of the focus. They simply did not realize that the goal is not equal to the market. They believe that brands need to be broad, wide and large (Xu Pang). They do not know the obvious reason why fewer and less sophisticated, narrow and deep, focusing on achieving brand. We call it "one firm thinking" and "marketing myopia".

1, sometimes people want to be low-key and some benefits. So they chose the fast food restaurant as a solution to the problem of dining. Sometimes people want to be fresh, high-profile and respectable. So the choice of high-end western restaurant as a place to eat. - two different positions attract each other's core target consumers and non core consumer groups. ---- target is not equal to the market.

2, in the taste of women (classical and ladies) and wild women (fashion and fashion) of the two options: sometimes, women want to show grace and self-confidence. Sometimes I want to show wild and informal personality. So they will buy two different brands of clothing in two different categories at different stages. The goal is not equal to the market.

3, Pepsi Cola is targeted at young target consumers. But it's not just young people who consume Pepsi. Also want to show that young middle-aged and old people will also buy Pepsi Cola. They want to be young too. --- target is not equal to the market.

4, the target consumers of slimming tea come from two people: one is a group of people who think they are fat. Another group came from a group of people who wanted to lose weight. ---- target is not equal to the market.

Here, we need to emphasize that for enterprises with large and fierce competition, enterprises should pay special attention when extending the product line. We are against this product line extension. The market segmentation will break down for industries with large and fierce competition. This is the reason why GM finally carried out "bankruptcy petition protection".

Macro vision: validation of brand innovation based on three main lines

The first line is to see what kind of development stage the industry is in.

We divide the development of the industry into 4 stages: the initial stage of the industry, the growth period of the industry and the mature period of the "low ship" industry and the recession of the industry.

A, the industry's initial and growing stages of innovation will help build brand. The innovation at this time can be based on the perfection, improvement and supplement or change of the brand. During this period, the industry was in need of shuffling. There are many such shuffling opportunities in China. {page_break}

The innovation of B and low water industry will be very difficult and limited because the products and technology are mature. In the mature market, enterprises need to focus.

The second main line is to see the intensity of competition in the industry and what position the industry is in.

In general, we divide the market into three periods: factory product era, market demand era and mental competition era. - according to the different industries and the different state of competition, the different products can determine what kind of innovation the enterprises should take.

　 The third line: look at two different consumer categories.

1, the innovation of industrial and military products, industrial and military products, is generally based on technological performance innovation. Because its target consumers are professionals. Industrial products include spare parts, semi-finished products and materials. These are process products, not final consumer goods.

2, mass consumer goods, the innovation of mass consumer goods, is generally based on the improvement, improvement, change and marketing based on conceptual and category characteristics under positioning requirements. Because the target consumers of mass consumer goods are basically non professionals.

Some people say that innovation is the life of an enterprise! - where we need to revise is: only correctly understand and identify innovation based on brand positioning requirements. - correctly understanding and identifying innovation based on change or creation of new things. - to fully understand and identify different innovations in the different market stages, such as "rising the boat" and "lowering the boat with water". - fully understand, identify and master the innovation based on brand building and marketing methodology. It can be said loudly that innovation is the life of an enterprise, because successful innovation requires conditions, that is, innovation that meets the requirements of brand positioning. Otherwise, we will mislead enterprises into the "wrong way of innovation", which will cause great waste of enterprises and social resources. This is something we all do not want to see.