“We want to distinguish the value of a brand and the value of a product.

The value created by a brand, not the value of a product, is the first point I want to emphasize about the brand. This does not mean that the product is not important, on the contrary, products are the places where energy should be put into the most.

For example, in order to help people bask in the sun on the beach quench their thirst, you provide a cool and delicious juice. At this time, the value of the product is outstanding and everyone who buys it is very satisfied.

But the way we create value should not be limited to our products. Especially when the large number of competing products we face can also create the same product value.

Here I want to give an example about music playback software.

On NetEase Cloud Music and QQ Music, Zou Jielun's song "Love in BC" was searched separately.

The number of active users of QQ Music should be much larger than NetEase Cloud Music, but for the number of user reviews of Li Jian, there are 397 QQ Music, while NetEase Cloud Music has 25,854, which is about 60 to 70 times the difference.

So the question is, the value of the player product should be to find the song you want to listen to at the lowest cost and provide high-quality playback services. However, it is obvious that the value of NetEase Cloud Music is more than that. Although NetEase Cloud Music and QQ Music both provide the value of playback tools, NetEase Cloud Music also provides users with other things.

Simply put, NetEase Cloud Music is a music community, while QQ Music is more like a playback tool. In a music community, it can provide users with more and more rich value, such as reminiscing about youth, reluctance to lovers, and persistence in dreams. These things can be well reflected in the community, allowing everyone to integrate into it and resonate with it.

And QQ Music did not do this.”

To give this example, Cao Yang's heart is bleeding.

It was clearly me who came first, but why did it end up being the Internet Cloud?

QQ Music started very early, which is a strategic-level product that Cao Yang proposed very early after acquiring Penguin. Especially after buying Zou Jielun's company, they tied them up and occupied them, which provided great value and benefits to the company in the future.

However, after that, he was overtaken by NetEase Cloud Music and came unexpectedly from Cao Yang.

We started so well, why can we still be overtaken by others?

The only thing he can blame is that he is unable to follow up on Penguin's products.

However, the company is now adjusting its strategy in time and preparing to follow up on NetEase Cloud Music's approach.

The only thing worth comforting is that NetEase Cloud Music plays many songs that are owned by Bomi Music, and this part of the copyright fee is also charged a lot.

Seeing the boss suddenly become silent, everyone felt a little distressed.

Boss Cao’s example was too vivid, and even I felt it hurts a lot.

Cao Yang coughed, cleared his throat, and pulled his emotions back from his memories, "So, what I want to say here is, "The value of the product is not the whole, and consumers often have more complex pursuits."

The key is that we must be clear about what kind of value (added value) the brand has created for users in addition to product value. No matter what value it is, it will be gathered into the value of the brand.

There is a saying that goes:

A brand is a product consumers buy, and an idea consumers buy into."

"What does it mean?"

Although many of the people here are top students from prestigious schools, Cao Yang is still willing to show off, "Translation means that the brand is a product that consumers are willing to buy, plus a consumer agrees with the viewpoint.

Now that we have such a product, what we need is how to create a point of view that they agree with.”

“At present, the point that Bomi notebooks agree with is—

Beautiful, luxurious, and connotation.

Doesn’t it sound so grand?”

Cao Yang thinks I am a genius and even I admire myself.

Companies that dare to play like this, especially new companies, may be one of them.

But the main confidence still comes from Cao Yang's control and understanding of the future.

If a person from 2021 still can’t beat you, wouldn’t I live in vain?

“Secondly, how to build core brand value?

A brand has and only has two values: the first value is called "Quality Assurance", which means that a brand represents "repeated verified quality assurance", that is, the value of the product.

The second value is called "Image". A brand must be able to bring "image and identity recognition" to users, and another term is "value output".

In the first 20 years of the start of the Chinese consumer market, due to the lack of qualified products, a brand can stand out as long as it can output the first value in its category, Quality Assurance, is enough to stand out - so what we see in the advertisements is "the national sales are far ahead", "every X can of herbal tea is sold, there are Y cans of XXX", and "the milk tea sold every year circles the earth twice" are all to leave the impression of "repeated verified quality commitment" in the minds of consumers.

Are you very touched?

Isn't this what is displayed in the advertisement?"

"Yeah." Everyone couldn't help but nodded in agreement.

If you think about it carefully, it's true.

When the quality is not enough, everyone generally loses its bad product, and any good product will focus on quality.

When everyone's quality is improved, it is emphasized that something else is emphasized.

"But this is a business world with oversupply. Due to fierce competition and continuous iteration of products, we are facing an environment with serious homogeneity at the product function level.

Especially as a latecomer, we do not have much hardware technology, and we have not made any software technology.

Therefore, we do not have many advantages in product quality.

The product configuration and game performance we can achieve can also be achieved by others.

Lenovo, HP, Dell...

They are all famous for their quality.

Although we must ensure product quality, we must also output the second value.

Or label.

Therefore, when there is no longer any room and action in product innovation and price, enterprises must have a second value "Image" -

Identification of image and identity to establish your own competitive advantages and barriers.

This "Image" is based on consumer identity needs, Identity Needs.

With emotional resonance needs, Emotic Needs is based on rigorous social psychology discovery: In the context of consumption upgrading, in addition to the product itself, customers want to feel whether the lifestyle and values ​​that this brand wants to shape are consistent with their own personality and personality.

High-quality value output is the same as good products, which can create value for users. For example, IKEA is "home products + ideal life", lustful salad is "meal replacement salad + light fasting", and KEEP is "exercise + beautiful body""

After Bomi's smartphone was launched, many emerging brands were born, such as Lustful, and keep is one of them.

Keep's APP has a high download volume in Bomi's app store.

Maybe it’s because technology has promoted life, maybe it’s because the times have changed, young people nowadays pay great attention to maintaining their figure and exercising, and there are more related fitness software.

"If you want to build an excellent brand, what is this "Image" and what opinions and values ​​you want to convey are very important.

However, I want to emphasize in particular that the degree to which products and services meet user needs is always the core link of brand expression, otherwise everything will be an attic in the sky.

What is the value Starbucks brings to people? It is obviously the third space outside of work and family that is indispensable in people's lives, and this is a connection it wants to make.

Any time you are not working and don’t want to stay at home, it hopes that you can think of Starbucks. Whether you are chatting with friends, wanting to work overtime, or just wanting to find a place to read a book, these things are the specific tasks you have created, and it hopes that you can think of Starbucks.

In this construction method, Starbucks does not need to do a lot of media or marketing promotion, because its product/service experience itself is "Quality Assurance" and the lifestyle and values ​​it creates are very memorable. Its stores spread all over the streets and alleys are the best exposure and advertising."

When Cao Yang said this, he looked at Liu Qiang and everyone present.

In fact, after he thought about it, there were still many problems that had not been solved, and some were beyond his own scope.

That's why he wanted to hold this meeting.

"So, I hope that after this meeting, everyone can go back and think about what our brand values ​​are, what kind of feelings we want to convey to users and let them connect our brand with.

This is very important.

You can say that our brand values ​​are beautiful, fashionable and connotation.

But I want you to find out what this connotation is.

If we come to a conclusion, we will hold our next meeting.”

yes.

What are the values ​​of a brand?

This thing is extremely important.

When playing games with Cao Yang, he also had a unified value-

He wanted to make Bomi's game an excellent carrier that carries the export of Chinese culture and can provide fun.

But when he arrived at Bomi's laptop, Cao Yang also made a mistake in product thinking at the beginning, as if he just needed to make the quality of the product well.

But in fact, games without spiritual cores cannot go far, and products without unified values ​​cannot go far.

This is the biggest insight Cao Yang got from his experience yesterday.

...

The atmosphere in the conference room was very solemn.

Because this has risen to the philosophical level.

Everyone was very moved by their hearts, but no one can explain this issue clearly yet.

The Big Bang.

Milky Way……

It seems to be born again in the brain...
To be continued...