Li Guangdou Talks About Post Olympic Era

"Ascending position" should become the key word of brand building in Shanghai.

In order to take advantage of World Expo's marketing, Shanghai enterprises should vigorously carry out the brand's "upgrading position". Li Guangdou, a famous brand strategy expert, came to Shanghai to give a keynote speech and interviewed reporters on the issue of brand building in Shanghai. He stressed that, under adversity, brand upgrading is an opportunity.

From the main debating champion of the Asian collegiate debate champion to the practitioner of Chinese brand building, Li Guangdou's role is constantly rising, and his understanding of brand marketing is also rising.

The brand "ascending position theory" is the latest ideological achievement after his "plug in" theory.

The marketing community has a "positioning" theory, that is, clear its position, and then make strategic deployment according to a clear positioning.

On this basis, Li Guangdou put forward the concept of "plug in", that is, to move faster than others and surpass competitors.

Now, Li Guangdou summed up the new idea of "upgrading position", namely, through continuous self-renewal, the overall upgrading of brand from inside to outside is realized.

"Positioning strategy allows the brand to have its own position; the insertion strategy allows the brand to take the place of others; the rising strategy makes the brand stand taller and see further.

Positioning is the division of the opponent, upgrading is the realization of self; insertion is to subvert the opponent, ascension is beyond ego, Li Guangdou said.

Li Guangdou pointed out that Shanghai should not only become a brand distribution center, but also a source of brand.

How does Shanghai's industrial structure change from light to heavy and how to improve Shanghai's soft power?

The key is to establish brand advantage. "To continue to grow, brand must be promoted."

Li Guangdou believes that although Shanghai's brand building already has a good foundation, it still needs room for further upgrading.

For example, Shanghai should not only focus on products, but also export cultural brands, because the so-called soft power is the cultural and economic resources that can be branded. Shanghai's music art, architectural culture, creative economy and so on are all full of characteristics, and can actively create an advantage brand.

In addition, Li Guangdou believes that Shanghai brand should not only focus on its own port, but also have a national layout and a world vision.

The post Olympic era seems to be a good opportunity for Li Guangdou to rise in the Olympic era. The Japanese brand rose after the 1964 Tokyo Olympic Games, and the Korean brand went to the world after hosting the Olympic Games.

After the Beijing Olympic Games, Shanghai will also usher in Shanghai World Expo in 2010.

Some people say that enterprises are generally feeling very tight at hand, and it seems that they are not very suitable for smashing money.

Li Guangdou emphasized that strategy can be conservative but not downgraded. In fact, every crisis will be your opportunity, because your competitors are just as experienced as you are. If your competitors choose to quit, you can take the opportunity to expand your market share.

Brand promotion is not about how much advertising is invested, but how much you occupy in the market share, you may spend the same investment. In the adversity period, you occupy one of the 10 advertising companies, and the effect is better than the 100 enterprises when the economic situation is good. You are one of them, because everyone's attention will be focused on you.

In addition, the power of planning can help enterprises to spend money to do great things, just like lighting a match in the dark, it will be brighter than a candle lit in the daytime.