The Secret Of The Brand Of Footwear

In the pirate of Caribbean 4, which is popular in the world, Marshall, black beard, does not hesitate to change his daughter's life to replace the old spring, so that his life can be renewed and kept alive.

Although the story of the old spring is false, we can see the pursuit of immortality since ancient times.

Human beings are flesh and blood. It may be more difficult to be old, but as enterprises and brands, it is possible to maintain vitality for a long time.

At the same time, the cutting-edge brands are constantly attacking the market, enjoying the privileges of newcomers, and laughing at the declining and declining of these lonely aristocrats.

Is it a quality problem? Is it a material problem? Is it a design problem? Or is it something else? In fact, the brand loses its vitality.

At that time, these nobles were rather lonely.

Some are because brands lack content.

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After several years of decommissioning, there was a problem of product misalignment. Some of them were lack of functions of the brand. Taking OMEGA as an example, they abandoned the research of their own production after the difficult survival of the quartz wave in 1970s. After that time, the brand never had the best explanation for the fact that its top brand watches had no brand positioning but didn't have the self produced movement. Some of them were due to "aesthetic fatigue". Burberry's lattice design was once a popular trend in the world. But when the streets and lanes were overspread all over the world, Burberry could no longer look down on the crowd comfortably, and people had seen enough small pieces of broken diamonds.

For brands, aging is usually related to the above situation.

And brand aging is the only way for a brand to go on forever. After this campaign, the brand will be able to reinvigorate and advance bravely.

How do we go through brand aging and maintain brand vitality? Or, how can we keep brands from aging?

Brand old spring

Update and upgrade to patch the brand.

Like a computer program, a healthy and reasonable brand also needs patches from time to time.

A brand at the beginning of its creation is faced with the consumption structure and market environment at that time, and the long-term objective can only be based on the objective facts at that time.

But the market is changing too fast, and consumer demand is changing fast.

The victory of a battle is not a permanent victory.

It is easy to ignore the needs of emerging markets only when they are satisfied with their achievements at the moment, and the recognition and recognition of brands in emerging markets will drop.

Then all kinds of viruses will be available.

Nike's Jordan series once dominated the sports brand. Many NBA fans even regarded Jordan series basketball shoes as a collection subject.

For a time, limited shoes and second-hand shoes became the most sought after treasure.

However, Jordan retired and NBA had a new star.

In those days, Jordan fans grew from impulse spending students to rational workers.

The brand appeal of Jordan series has been estranged from target consumers.

So Nike launched Kobe and Lebron series sneakers.

However, times are changing and consumers are changing. Jordan's fanaticism never came to Nike again.

The fate of Nike is not accidental.

At this time, the brand must do is to comply with the needs of the market, to patch up its own brand -- to supplement the connotation of the brand according to the actual situation.

For example, after realizing that the classic style of the flying man series is becoming increasingly old-fashioned, Nike simply launched the retro Series in a big way, launched the re engraving shoes, created opportunities for nostalgia for office workers, patched "classic" patches into "classic", and turned "outdated" into "trending".

Finally, give the brand youthful energy.

Install new software to make the brand more powerful.

Install more advanced software in the big brand system to make the brand function more powerful.

Many brands are not aware of future functional problems at the beginning of their creation, or under special circumstances, they can only choose their rights and interests.

However, in order to rejuvenate the brand, functional obstacles must be made up, and expediency must be discussed at a higher level.

OMEGA experienced the impact of cheap quartz watch on the entire Swiss watch industry, waiting for the opportunity in patience.

When the mechanical watch industry once again revived and unstoppable, OMEGA launched the first self-produced movement in more than 30 years.

Once again, the brand that had been criticized for a long time was once more proud.

From then on, it is no longer a question of brand positioning and product development. It also gives a satisfactory explanation to all the supporters.

From Adidas, we see another way of thinking.

At one point, when it came to Adidas, consumers thought of the world cup, football and smelly socks.

Female consumers are less interested in Adidas.

Black bottom with white three bars is really boring.

But suddenly, Adidas changed. She was no longer boring three bars. She could also be a clover. It could be Style, and it could be Porsche design and Mitsumoto Teruji.

Adidas has added its own new gadgets, and everyone can find their own new line here even if you are a Tai Chi enthusiast.

Nike's tennis and golf series is exactly the same, through a more high-end and more stable sports, marriage, hit more mature and more consumption target groups.

Reinstall the system and innovate the brand.

Since the original system has been disliked by everyone, it might as well go back and rebuild the brand.

In the eyes of consumers, there is only infinite creativity, and there is no eternal classic.

It is possible to be classic before being eliminated forever.

Burberry's lattice, starting from simplicity, is characterized by simplicity. It seems that it has already become a classic potential.

But Jinshan will also be emptied. After 100 years of old books, it will be impossible to sustain.

However, in the last few years of the last century, Burberry put the design and marketing in the first place, boldly opening up new colors, styles and sizes, and using mass media to pass on the concept of "tradition and rebellion" to consumers, not only succeeds, but also "the endless design".

L'OREAL has been a high cosmetic brand for Chinese consumers.

But with the improvement of people's living standard, cognition and aesthetics, L'OREAL has gone from the counter to the corner of the store.

Estee Lauder, Clinique, Biotherm's massive march made L'OREAL hard to resist.

The local Dabao and OLAY have redecorated themselves, leaving no room for L'OREAL to survive.

At the end of the crisis, L'OREAL launched the hair conservation series wisely, and again tied the brand and "expensive" and "high-end" firmly together.

Brand not old spring, tour guide tips

Old brands have their own way of success, but history does not repeat events. History repeats rules.

While we admire and respect these brands, we must know that there are some things we should remember in the search for the old spring.

Remember key words: relevance

Whether it is to maintain brand vitality or reshape brand vitality, they are the physical manifestation of brand.

That is to say, they are consistent with the consistent brand values.

The value of a brand is directly influenced by the core culture of the company.

It can be seen that no matter how the brand changes and how to upgrade, it should maintain a higher level of unity with the core values of the enterprise culture.

The brand value is DNA, no matter how the genetic code can not change.

Under the guidance of this kind of thinking, the old brand or the brand of youth is the "brand that has always been", so that consumers and the market will have a specific understanding of your school.

In other words, if you drink the old spring, it turns out to be another person. What is the use of the ability to revive this spring? What is the use of the ability to revive this? Innovation, like Cartire, is not only a leader in jewelry accessories, but also a large layout in the fields of watches, writing tools, etc., but Cartire always sticks to its style and style.

This is compelled to admire their inheritance of the inner culture, and let them have a different look at their "image, style and tradition".

Remember key words two: pitivity

Brand vitality is mainly aimed at new groups. Because of market changes and environmental changes, the original target groups have also changed. The survival of brands depends on adapting to such changes.

To convey the vitality and change of the brand to the target group, the right carrier and way are very important.

What is the right carrier? It can be public relations or advertising, but the simplest is the product.

No matter what the brand is, it will always be the product that eventually touches the consumer and the market.

Therefore, a good product that fits the market and meets the requirements of consumers is the best carrier and channel.

Mercedes Benz developed in 94, smart is directly targeted at BMW's minicooper, but this shows that Mercedes Benz lightweight, environment-friendly, fashion concept car until 2010 sales are not ideal, let alone brand new concept of pmission.

Although channel management, dealer policy and other reasons can not be ignored.

But a more important factor is that it looks too small.

So, in order to bring smart to the market and let everyone understand the Mercedes Benz idea, Mercedes Benz came to NBA, the popular star Kobe Bryant endorsing smart.

When Kobe, who is 2 meters tall, can sit in this little smart, what do we ordinary people hesitate? So, smart is famous, and the new idea of Mercedes Benz has been passed.

Remember key words three: leading

The core of brand value creation is its leadership.

Therefore, the purpose of brand vitality and reshaping vitality is to develop its leading role.

Leading is not only forward-looking, but also heavy and quality.

Vertically, brands need to be creative, and we have already made innovations when others are not there. These forward-looking attributes include products and services.

Just like Gillette will announce to the public at first time that they have invented three layers of blades and five layers of blades.

As for the significance of this innovation, it may not be considered carefully, but the leading and vitality of the brand in the industry is actually passed on to consumers.

In terms of pversal, brands need to establish standards.

The greatest significance of the standard is that no matter what products the consumer gets from others, they will first think of you and mark others with your standards.

The strength of brands lies in this.