Editor's lead: In the case of various brands, one of the ways for brands to stand out in the market is to do a good job in brand positioning, brand building and corresponding marketing promotion. So, how to implement the brand marketing strategy? In this paper, the author will disassemble brand marketing from the perspective of people and goods yard. Let's have a look. Today, with the vigorous development of new consumer brands, more and more enterprises no longer focus on traditional sales logic, but more begin to explore marketing methods from the perspective of brand building. Brand marketing is dynamic, systematic and unbreakable, and it is self-evident that making correct marketing strategies is of great significance to brands. To this end, well-known brand experts, advertising circles from the media big V and the author of "Vivid Copy" all returned empty-handed. He will disassemble the key stage of brand marketing from the perspective of people, goods and market, and answer the following questions: What is the biggest challenge of brand marketing from factory to shelf? There are two ways to realize sales from channel distribution to media communication. How to establish user relationship and realize the connection between people and goods? The Institute of Knife summarized and refined the essence of empty-handed sharing, hoping to bring inspiration and help to all brands and traders. First, from the factory to the shelf, what is the biggest challenge of brand marketing? Let's take a look at how "what is marketing" was originally defined in history. In 1922, Fred Clark made a preliminary definition of marketing. He believes that marketing is to transfer goods from factories to consumers' homes. This transfer process and a series of work done by distribution are called marketing. By 1960, the American Marketing Institute continued to define marketing: how to guide this commodity and goods from producers to consumers, and a series of business activities are called marketing. The original definition of marketing is: "marketing is circulation", which is a circulation process of "how do I move a product from the factory to the shelf and finally send it to the consumer's home". So what are the challenges in the process of commodity circulation? We believe that in the process of commodity circulation, the real challenge is not the distribution or movement of goods from the factory to the shelf. It lies in insight and how to move goods from shelves to consumers' lives, which is the most important topic in marketing. From the market point of view, if you invest manpower, material resources and financial resources, your goods can always be moved from the market to the shelves. Whether it's opening a direct store or looking for a dealer, entering a supermarket or a KV store, or entering a Taobao store or a JD.COM store, it's a good problem to solve from the factory to the shelf. However, how to move this product from the shelf to consumers' lives is the biggest challenge in marketing. We say that from the perspective of circulation, the biggest challenge of marketing is not distribution, but marketing. Next, a case is used to illustrate how we can get through the shelves and let the goods go from the factory to the shelves and then to the lives of consumers. We know that P&G has done a very good job in brand marketing, and its shampoo market segment is very clear. For example, the core value of Rejoice is to make consumers' hair supple, which is the core thread of Rejoice; The core of Pan Ting is hair care, protecting and repairing consumers' hair. The two products have different cores. So how can we do a good job in marketing these two different shampoos and achieve better sales? Look at the softness first. The greatest value of its products is softness. Therefore, in the whole marketing communication process, consumers should feel the role of soft hair. I remember that around 2006, Rejoice put forward a slogan called "Start, Heartbeat". This is in line with the general fantasy of women in the minds of men in China. Especially for men who like the image of "black, long and straight", girls with black and supple hair are the easiest to impress them, which is the value of suppleness. Around the core appeal of "starting and moving", all the brand marketing done by Rejoice is based on love, including the spokespersons invited by Rejoice, who all appear as lovers. From 2008 to 16, the most representative group of communication made by Rejoice was an advertisement shot by Show Lo and Zeng Kai _ in 2008, which told a complete story: a boy and a girl met on the bus because of the girl's hair. After meeting by chance, we have a date, and then we go to see our parents, propose marriage and get married. The whole process * * * took a long version of TVC for 8 episodes. Because of this advertisement, Rejoice has a very good influence in China. At that time, Show Lo and Zeng Kai were also regarded as the best screen lovers in the advertising industry. All the copywriting, including Rejoice, shows consumers the value of flexibility related to love, including the moment of heartbeat, fondle admiringly, triggering a kiss, brave enough to love and taking this step; Let love go smoothly, I once again believe in love, Rejoice Wall of Destiny, etc. This is the whole marketing of Rejoice brand. Especially on 20 14, Yang Mi, Zeng Kai and Wu Peici, three spokespersons of Rejoice, were pregnant at the same time. Rejoice took advantage of this incident to make a big wave of topic marketing in Weibo, telling women about their love and pregnancy, and then taking this step to make love go smoothly, which is a brave expression of women's declaration of inner love. Such a loving marketing direction has guided the overall construction of Rejoice brand, including how to invite spokespersons; What topics to post on Weibo and social media; What variety shows are sponsored and so on. We can see that love has brought an overall direction to Rejoice Marketing, and this direction has successfully made China consumers feel the function of Rejoice and know what value it can have in users' lives. Next, let's look at Pan Ting. Pan Ting talked about hair care, which can make hair shiny, shiny and strong. Pan Ting's brand context, including a series of copywriting in the past, emphasizes inner tenacity, external softness, health, radiant and shiny hair. From the brand point of view, these words not only make consumers' hair shiny, but also make their lives shiny. Therefore, based on such a core value, Pan Ting, including the whole VI, is arranged around the Gold Design Department, including the clothes worn by spokespersons and the colors of products, so that you can realize that its value lies in protecting and making your hair shiny. In 20 19, Pan Ting made a wave of promotion and marketing for the September when the university started. At that time, two spokesmen of the new generation were invited, saying that for freshmen, going to college is a new chapter in their lives, and they can change their hair styles to make themselves shine differently. Pantene communicates with young people in this way, so that young people can transform themselves, shine themselves and glow with life. We know that many girls cut their hair short when they break up. Just like Liang Yongqi's song "Break Up, Change Hair Style", it is a person's psychological state to make a makeover and regain his unique value. So Pan Ting made a set of communication around breaking up, encouraging everyone to regain their confidence and glory. Pan Ting's logic is simple. It's about hair care. Hair care benefits consumers by making their hair strong and shiny. For consumers, it can make them confident and independent, and show their value at this psychological and spiritual level. Under what circumstances will a person feel confident and independent? Pan Ting found the scene of starting school, because people need self-confidence, independence and self-brilliance. As a result, Pan Ting extended from the product function of hair care to the scene of being a breakup salon and a freshman. Therefore, the two brands of Procter & Gamble are the same. They talk about love and Pan Ting talk about breaking up, which is very different. This is actually because users can feel different values in different scenarios. I just emphasized the scene, but it should be noted that the consumption scene does not represent the place where products are purchased or used. So, what is the scene? Scenes refer to the occasions and occasions that can best stimulate consumers' needs and feel the value of products. For consumers, the scene can stimulate their needs and accurately locate the target group. Different scenes have different target groups. If you want to do a good job in marketing, you need to combine the expectations of consumers with the value of products. Because the product port is to help you find a place in consumer life. So at this stage, the most important thing is that you find a scene in the consumer's life and occupy the consumer's life. Especially now, all kinds of Internet companies and Internet products pay attention to user scenarios. Many enterprises fail not because their products are not good enough or consumers don't need this product, but because their products can't find usage scenarios in consumers' lives. No matter what industry you are engaged in, what products you make, and want to occupy consumers' lives, you must be very clear about what kind of scenes you capture in users' lives; Is this scene real in the user's life, or do you imagine it? Just now I talked about the first advanced stage of marketing: from channel distribution to scene occupation. Second, from channel distribution to media communication, there are two channels to solve the sales performance. Therefore, for sales performance, in addition to providing consumers with a purchase channel, you should also convey the product information to consumers through communication. Generally speaking, there are two aspects to be solved in sales performance: the distribution of goods, whether consumers can get in touch with your products; Spread the question, consumers can get access to the information of your products, do you know your benefits and advantages? In the field of fast-moving consumer goods, everyone generally agrees with HBG's idea, which actually comes from two points: permeability. Can you keep up with the sales of this product? Can consumers buy if they want? Is it easy to buy? Product exposure. Do consumers know your product information? Whether information is symmetrical or not is very important to sales performance. We know that there will always be information asymmetry between enterprises and consumers, and consumers are not sure whether the products of enterprises are good or not. Where's the good news? What's the difference between this product and competing products? This highlights the necessity of marketing. Marketing first solves the problem of shelves, then solves the problem of letting consumers buy, and finally solves the problem of whether the information is symmetrical. In 1950s, the advertising industry put forward the earliest theory: USP theory. According to this theory, enterprises should let consumers know what benefits they can get from your products in every advertisement. In 1980s, information symmetry became a very mainstream school in marketing. It advocates actively sending a signal to the market, telling consumers what is the difference between their products and services, making it visual, tangible and experiential, making the information between consumers and enterprises tend to be symmetrical, thus promoting purchase. Including in the 1990s, we looked at the integrated marketing communication proposed by Schultz, arguing that marketing and communication are integrated, and information transmission plays a vital role in marketing. When we go to understand the advertising industry in China, we will find that they generally have two routes: one is to be tall and do integrated marketing communication; The other is brainwashing advertisements, which are bombarded by the media. The former is that enterprises spend a lot of money to surround consumer groups in all kinds of media, which is the preferred mode of integrated marketing communication for 4A company. The latter is mainly that some local companies make a fuss about advertisements, turn all advertisements into brainwashing advertisements, and then force consumers to split their minds through media bombing to make them remember. There is a typical case brand in the brainwashing advertisement, whose name is Youmeimei. A single advertisement says 1 1 times "Eat Youmeimei if you have nothing to do". Everyone thinks that information transmission is very important to marketing, but I think the real information integration does not come from the media, not from the crazy throwing of money to make consumers remember, but from the minds of consumers, so that consumers can remember and adapt through labeling. For consumers, remembering one thing depends on labels, that is to say, enterprises need to extract labels in information dissemination for consumers to remember. Today is the era of mobile Internet, and corporate marketing is inseparable from labels, title parties and keywords. For example, have you been to SK-II Tmall flagship store? Drag the homepage of its flagship store to the bottom to see a line of small words: fairy water, red bottle, small light bulb, small pudding, ex-boyfriend mask and so on. These are nicknames or titles given by consumers to SK-II products, and they are not the formal registration or filing of products. What we often remember is not the product name, but its code name and label. For example, Fairy Water conveys the function of SK-II skin care essence in a very popular way. Another example is "ex-boyfriend mask", which is a skin care mask, but after using this code name, it not only expresses the function, but also expresses the mood and attitude of women. This is to extract the typical features of the product and vividly describe the functions of the product by labeling, thus delineating users and connecting users' emotions and emotions. For example, meal replacement milkshake for lazy people is aimed at a group of people who want to lose weight but don't want to spend too much time. The clearer the label you put on your content, the easier it is for consumers to identify you from a huge amount of information, especially in today's era of information explosion, such as big data on the Internet. In fact, the more concise and accurate your label extraction is, the more marketing information can stand out from the vast world. In the final analysis, marketing is to help the right people find the right products and realize the docking of both parties. Just said the channel, and then said the information. In the PC era, the most important way for consumers to find things is to search. In order to ensure that consumers can find you, what brand marketing does is to buy keywords. In today's mobile era, the platform will be based on the data recommendation mechanism. Whether it is Tik Tok or Taobao, you should label your brand and match your brand label with the target group, so that your marketing can be realized. Then, in the era of mobile Internet, how to do core marketing well? How to establish user relationship and realize the connection between people and goods? On the one hand, people are grouped, and the labels of different people are different, and the characteristics of buying are also different; On the other hand, things are different categories and types of products. We say that the key to the gathering of things and the grouping of people is the label. When the labels of things are connected with the labels of people, sales can be realized. How does marketing realize information integration? I don't think the key is to spend hundreds of millions a year, or to be exposed in big media and all media. The key is to stick the most accurate label and reach your accurate crowd. Third, how to establish a user relationship and realize the connection between people and goods? In addition to connecting information, products and people through channels, we should also consider what kind of relationship products and users should establish. 1985, Barbara put forward key marketing, and regarded marketing as a process of interacting with consumers and establishing relationships. We say that the purpose of enterprises is not to create purchases, but to establish relationships. When the relationship is established firmly, the purchase will be logical and logical. Moreover, the closer and longer your relationship with users is, the longer your profit will be. Based on this route, 1999 puts forward CRM customer relationship management-how to reach a stable cooperative relationship with consumers. Including kotler, the "father of modern marketing", who thinks that marketing 1.0 is a product, marketing 2.0 is a consumer demand, and marketing 3.0 is a value marketing. Not long ago, kotler proposed Marketing 4.0: establishing digital connections with consumers through big data communities, e-commerce platforms and content platforms. Judging from these concepts, what he has always attached importance to in marketing is actually how to have a relationship with consumers. Let me tell you another case. When L 'Oré al entered the American market in the 1970s, the marketing focus was not on promoting the advantages of brands and products, but on the concept of "I deserve to use such expensive hair dye because I am very important". This was a hit in the United States at that time, and the phrase "I deserve it" later became the advertising language used by L 'Oré al all over the world. But in the 1990s, when L 'Oreal voted for TVC in China, it changed to "You deserve it". Although this is only a personal change, the whole logic of selling things has also changed: "I deserve it" is a kind of user value; But "you deserve it" means that the product is very good and worth using. This is related to China's relatively conservative values at that time. For consumers, they were not used to shouting the attitude declaration that "I should get what I want". Therefore, L 'Oré al grasped the change of this detail and changed the marketing logic. It was not until 20 18 that L 'Oré al began to market closer to women's values in China. Including these years, L 'Oré al has expanded its target group, including not only women, but also men, and even some people are neither men nor women. It began to encourage diverse values and became "we all deserve it", thus blurring gender characteristics. This is about building relationships with consumers. It's not just information transmission, but more importantly, it's socializing with users, interacting with consumers' lifestyles and values, and saying what they agree with psychologically, so that brands can establish a very close relationship with users. Therefore, marketing is the occupation of consumers' living space, information space and psychological space. You should lock the market with brand copywriting scenes and occupy the living space of users; Define the brand with labels, so that consumers can remember you and know you, thus occupying the information space; Connect consumers and occupy their psychological space. These are the three core concepts and the three most important rules that I think brand marketing can achieve. # Columnist # Empty Hand, WeChat official account: empty hand (ID: ID:firesteal 13), everyone is a product manager columnist. Director of Guangdong Advertising Group | Strategy Group. This article was originally published by everyone as a product manager. It is forbidden to reprint the title map from Unsplash without the author's permission, based on CC0 protocol.