Regarding the underlying logic of marketing, we can try to disassemble these two words to facilitate understanding: "camp" represents the creation and innovation of value; "Sales" is to promote sales by building consumer awareness. Therefore, the essence of marketing lies in shaping cognition in consumers’ minds based on the value created for consumers, and then realizing product sales. Therefore, marketing = creating value+building cognition.
Three links to create value:
1. Value discovery:Identify and "discover" those values that have not yet been created. This process marks the starting point of marketing practice and defines the core values that brands should pursue.
2. Value insight:In addition to digging deep into internal resources, we need to turn our attention to the outside: directly face the target market and user groups and carry out detailed user insight research. Understand the needs of users more deeply, and then verify or adjust the development concept.
3. Value expression:All aspects of a brand, including its name, logo, slogan, product and content, should be tools to show its value, and these elements must consistently reflect the same values.
Three links in establishing cognition:
1. Value exchange:How to make users understand the value of brand more deeply, so as to urge them to choose brand products or services. Therefore, it is necessary to actively communicate and interact with users. It involves building sales channels, building information exchange platforms, planning development strategies, implementing brand communication and managing user relations. The essence of "interaction" is to promote the sustainable growth of the brand through interaction.
2. Value implantation:It aims to enhance the brand’s "psychological salience" in consumers’ minds. Through a series of carefully planned actions, the value of brand symbol is deeply rooted in consumers’ consciousness, so as to establish and maintain excellent brand image.
3. Value delivery:Committed to eliminating any elements that may cause harm to users from enterprise activities. By constantly optimizing and purifying brand value, and actively adapting to the dynamic needs of the market, we will promote the brand to keep pace with the times in innovation and ensure the sustainable development of core values.
The link of "value delivery" is placed in the final stage of "building cognition", which is attributed to the fact that the effect of brand providing value to consumers (such as the quality of user experience) directly determines consumers’ perception of the brand.
To sum up, in the matter of "building cognition", value interaction and value implantation build cognition by communication and communication, while value delivery consolidates brand cognition by enhancing user experience, optimizing and purifying brand value.
Six links of marketing logic:
1. Value discovery-exploring the core value of the brand.
2. Value insight-conduct user insight research.
3. Value expression-presenting the brand core value.
4. Value interaction-communication, communication and operational growth.
5. Value implantation-building brand value cognition.
6. Value delivery-optimizing the value of innovative brands.
(Reprinted with deletion) Source: Wu Chong TOC
关于作者