The "Ten Great Injuries" Of Brand Communication

The topic is very extensive, from one brand to another.

First, seek the beauty of the whole picture.

First, from the perspective of plane vision.

And in this respect, it is the "object" print advertisement, a simple spokesperson's cover plus a few words of "Sao Qing".

Now, there are many "XX bodies" circulated on the Internet, which can be regarded as an imitation of "every object". Indeed, "all guests are extraordinary"! This is a higher marketing realm. The typical "rape marketing" is just like the old white gold's predominance of "giving gifts and receiving gifts" as the two words.

Two bring public good "high hat"

When it comes to commonweal marketing, it is undoubtedly the best way to enhance the image of corporate brand social responsibility.

But this emotional card is not so good! It's not clear that a few years ago, I saw a similar advertisement on TV that "drinking a bottle of * * * mineral water" is equivalent to donating a penny to the hope project.

This kind of advertisement is directly related to the purchase of consumer products into public welfare behavior and then brand recognition.

The effect should be very obvious, the main reason is very simple, that is, the pparency and authenticity of public welfare behavior. In the long run, it is bad for the brand to bring public welfare "high hat", often overdraw the credibility or reputation of its own brand.

It is not enumerated to pay a heavy price for it.

To do public welfare marketing, we might as well change the train of thought. It is worth learning from the video advertisement of Pepsi brand during the Spring Festival of 2012 that "bring happiness home" and borrow it from maturity.

It does not directly bear much promise, but rather gives people warmth through the fulfillment of "joy" (products and feelings).

Three "fried"

With the further integration of consumers into the web2.0/ social media era, in the Internet world, a marketing way to effectively use network resources and control marketing costs is "hype" in brand communication. As we all know, it stands on social media and uses the Internet tools to amplify the brand's voice.

The main purpose of the "fry" is to raise the brand exposure. So in order to achieve this goal, the public relations experts can be said to be "Eighteen Wu Yi".

Whether it is "character" or "event", it is more naked than the noise. "Water can carry a boat or overturn". So whether it's a big brand or a small brand, before you prepare to swim naked, you must measure the depth of the water and how many waves it has.

Even though the "stir fry" is strong, sometimes "steaming" will last for a long time.

Last 1, with the help of social media, enterprises must clearly understand whether they are using the brand "to speak" or to "listen" with the brand. Indeed, social media marketing is not equal to media operation.

The real test of a brand's sustainability is "listening" instead of "saying", listening to the voice of consumers, and realizing consumer value can truly achieve brand value.

To many of the reference (@ beautiful @ @ fun net, etc.) to operate a better brand of social media.

In short, we must use hype!

Four KUSO

Unwittingly, a popular way of communication has been popular on the Internet - spoof video, typically "Xu Du bar". Most of the video of the spoof play is processed in the plot language of several classic costumes, reflecting some social phenomena and trends in the thunderous language.

We have to admire their "crowdsourcing" spirit. With video creation sharing and Kuso psychology as an opportunity, we gather a lot of popularity on the Internet.

Through this kind of "virus pmission", it often gives people no sense.

If we do this brand communication, we will have a strong test of public relations soft language ability.

In this way, the focus is not only on popularity, but also on the trust of the brand, especially a brand that has just been created. The first impression will be greatly reduced through such an imprecise way.

Five blind planting

Perhaps you see this subtitle is a little puzzled, then let the author explain: "blind planting" refers to the brand in the dissemination of advertising blindly implanted.

Of course, before we do an implant, we will have a deep understanding of the consumer group and choose the right audience, so we are not easy to make mistakes in the selection of the background, and it is easy to ignore the form of the implants.

For example: last year, China's brand was first implanted in Hollywood blockbuster. The brand that successfully implanted in Transformers 3 has Lenovo, American bond, Erie and TCL. When discussing shallow and deep implantation, it should consider that it has done enough innovation and has its own bright spot. Again, in this movie Lenovo computer implantation, the image still imitates Apple classic white type. In addition to the obvious LOGO, it is apple at first glance.

What puzzles me is why it does not make its own characteristics, pure imitation, and change the color of pink. Perhaps the implantation of Lenovo caters to the psychology of European and American consumers, but it may also be ignored because of its undistinguished image.

The immaterial implant fee makes the Lenovo feel good. When it comes to this, I have to let the author think of the "men's help" Jingdong successfully "slave win man's heart". There is such a scenario in classic implantation. When it comes to Jingdong, it will deliver goods overnight.

Later, the author's online enquiries (including his official website) did not find this service. This is what we should ponder deeply. We can make deep brand planting, but we can not be a disloyal person and not a fool.

Such an implant will only add "gray" to the brand.

Six frequency

Promotion is undoubtedly a powerful way of brand communication, especially for new products and services in brand series.

In my view, sales promotion is equivalent to "fast food marketing", with a tight prelude and short cycle, and the effect is relatively obvious.

When we use the sales promotion method, we must clearly realize the orientation and direction of our brand. If your brand is positioned as a high-end luxury goods, the impact of frequent promotions on brand image is self-evident.

If your brand is positioning culture and fashion, blind sales promotion will make the cultural taste of the brand greatly reduced.

It is best to clear your own channels before choosing every promotion, and choose a timely and appropriate sales promotion mode.

Seven soap advertising

"Life is really monotonous, advertising to soap", as consumers continue to improve the taste of advertising, in the past, the way of language repetition and exaggeration has been boring. In the new era, advertisements should reveal the breath of the new era. Reference to jumei.com TVC, http://v.youku.com/v_show/id_XMjg2MTM1NDY0.html, you will have experience.

Eight TV Hawking

On TV, we sell the brand in the form of "Hawking", and sell products immediately, which is common in Taiwan and Taiwan.

2 in the past few years, the TV shopping that has been favored has developed to the present situation: "unrivaled roaring style!" in such an environment, if an original brand is put into it, it seems to be in a noisy market, which is also a country without brand awareness. The brand in this growth is like a weed, without its own bright spot, with the ups and down!

Nine garbage information

See ten for details.

Ten harassing phone calls

Putting the last two "wounds" together, it is because they have a lot in common.

On the one hand, the two modes of brand communication are rarely applied by enterprises (except consumers voluntarily leave contact to enterprises or subscribe to enterprises). On the other hand, this brand communication mode will be greatly opposed by consumers.

Applying these two marketing methods, enterprises are also estimated to be at the end of the road and dying for their struggles.

For a new-born brand, if we use these two kinds of promotion methods at the very beginning, we will be committing chronic suicide. From the standpoint of consumers, this way interferes with their normal life or work on the one hand, and the other side consumers will be afraid of the leakage of information and question the competitive means of the brand.

Therefore, in the brand communication, we must stick to "moving the thousand rivers without disturbing the customers".

Conclusion: Although a failed brand pmission does not pose a fatal threat to the brand, it often breaks the brink of branding by brand names.

Therefore, when a brand is established at its early stage, growing up or even mature, it is necessary to see clearly the successful brand communication, which is in its present stage. Secondly, it wants to understand the location and characteristics, and how to do it in the end?