Shoe Companies Need To Focus On Integrity Marketing &Nbsp; Boost Brand New Upgrades.

Not long ago, Lining, the first brand of shoe enterprises, was immediately arrested because he changed his slogan.

There are many versions of the brand in the world, which can be said to have multiple versions of N.

Brand is the most ethical business wisdom, because in China over the past 30 years, we have learned business wisdom in the process of market economy development, but neglected the brand morality.

Therefore, the outbreak of the integrity crisis from the Sanlu cyanogen trioxide to the chemical base of chafing dish has created a credit crisis in China's food industry, which seriously affects China's national image and international image.

Similarly, from the shoe industry, if you want to be a truly strong shoe enterprise brand, first of all, put the brand morality first, then your business intelligence.

So what is the strategy?

The reason why China's brand strategy is in a predicament is to deviate from the essence of products and industries.

First, performance is based on thinking and thinking.

Just talk about what you like and what you imagine, then tell me what brand my product is and what kind of demands it has.

Nike is JUST DO IT, Lining, double star and gold lake are all talking about ME TOO, all Logo evolved from Nike, which is not a permanent solution.

Enterprises must go deep into the nature of products and industries to find their own demands.

Every industry has its essence. The footwear industry is fashionable, beautiful, popular and cool.

Retail industry is convenient, scale, price, personalization and credibility.

However, many enterprises are describing themselves to themselves, ignoring the essential needs of the industry, not communicating with consumers in detail, wasting huge amounts of communication costs.

Products and brands must seize the mind and essence of customers' needs. Every product and service has many value choices and expressions.

However, we must choose the core concepts that can best satisfy consumers' needs.

So there are three kinds of relationships in the brand, the first product and the tangible existence of the service, and the second is that the core idea is invisible, and your culture must correspond to the consumer's mind. Such a brand is a brand with the right brand gene.

The third is personalized services like surf fishing, which exceed customers' expectations.

There are many cases of products that deviate from the essence of the industry.

So how to grasp the essence of industry products has a brand genetic "personality prototype" application model.

First of all, we need to trace what the brand gene is; then we will study the prototype demand itself; support the core elements of the demand itself; finally, the core concept demands, the same voice and the same spirit, and finally, the situational experience. If we want to become the first brand, we must break through the set of situational patterns of the leader to set our status.

Brand image and strategy can not afford to be toss about, because brand assets are inherited over a long period of time.

Brand is involved in the business and cannot be overturned.

Strategic betrayal or abandonment of core concepts, even in the past, is bound to fall into the lowest and even beyond redemption.