* * Entering the period of rapid development of * * mobile Internet, cloud brands have really entered the practical stage, and branding around the Internet and mobile Internet has become the common demand of enterprises and individuals.
First, what is a brand?
People familiar with the origin of brand may know that brand comes from the old Norwegian word brandr, which means "burning". In the era of animal husbandry, in order to distinguish their cattle, horses and sheep, domestic animals will brand their animals and clearly belong to them.
It can be seen that the original intention of the brand is "branding".
Since it is a brand, a brand is the sum of a series of comprehensive impressions of customers on products. As a consulting company, we also have our own methodology. We emphasize that brand is a series of commitments made by enterprises to target customers.
No matter what definition, brand or impression is the core keyword. This also means that the place where the brand occurs is in the customer's mind.
Second, the importance of brand building in the era of mobile Internet
1, through brand building and corporate culture to create the interests of corporate customers and employees satisfaction.
2 1 century is an era of winning by wisdom. 2 1 century is rich in materials, but it is a common phenomenon that people's spiritual emptiness, and it is also a common phenomenon that enterprises frame employees with tool system. Product marketing is not standardized, enterprises are chaotic and people are scattered. Then, how to make the enterprise develop healthily, so that entrepreneurs, employees and family members can live a happy life, have a smooth career, be healthy, have a happy family and have a rolling wealth? Grasp the source from the inside-the people who grasp the enterprise, the soul of people, the soul of bosses, the soul of employees, the soul of products and the soul of enterprises are all put right. What's the matter? The maximization of employee satisfaction can win the maximization of customer satisfaction, and the maximization of customer satisfaction can win the maximization of enterprise benefits! This taiji diagram, combined together, is a like-minded organization!
2. In the era of mobile Internet, even the smallest individual has his own brand.
Internet thinking makes us more confused and confused! However, as long as there are people, we must have brand awareness! No matter you are an individual, a product or an enterprise, as long as you need communication, marketing and activities, there must be brand building, and any era is out of date! In the era of mobile Internet, it is best for everyone to learn some brands, whether for personal socialization or for business interests.
3. Brand is the brand in consumers' mind.
Brand is not only a trademark and a product, but also an emotional communication between enterprises and consumers. In our mind, what are your favorite brands and why?
4, the significance of enterprise brand building-make more money!
Through brand building, we can get more returns with less investment and produce lasting and long-term value: increase the cohesion of employees and enhance their competitiveness; Enhance the reputation and popularity of enterprises; Improve the visibility of enterprises and strengthen their competitiveness; Promote enterprise development and social progress.
Third, the brand strategy in the era of mobile Internet
Brand communication strategies in the new media era: sharing, interaction, fun and transparency. The four steps are closely related, and Internet thinking should be everywhere. In the Internet age, Li Lao particularly emphasized: fans first, products first, brands first.
The current Internet age has created a fool-like social model, people's lives are becoming more and more streamlined, and people are becoming more and more stupid. In the future Internet era, there will be a pattern of gods fighting and civilians suffering, that is, the boss fights with the second shopping mall, but the third one is out. If you want to survive, you must grasp the core competitiveness and be the top two in the industry.
The thinking mode of the internet can't jump out of six-dimensional thinking. In the future, people on the Internet will be able to communicate with each other in less than six steps. So how to use Internet thinking to transform enterprises, realize entrepreneurship, and get a share of China's current economic model in the world of 2 1 today, we must do a good job in early analysis, know how to insert thinking, find a gap in the market industry, insert it, and finally expand it.
Fourth, several characteristics of cloud brand:
1, word-of-mouth communication
In the era of mobile internet, the circle is becoming more and more serious, and people receive excessive information in the environment of information explosion every day. In order to resist violent and ruthless marketing information, people spontaneously form alliances, form relatively stable information barriers in the form of circles, and filter out redundant information. For enterprises, in social media represented by SNS, IM and Weibo, users disappear almost overnight. , and haunt in a nearly closed group. The spread and shaping of brand has become a spontaneous form. After users use the product, if they are satisfied, they will spread it on their social media. The word-of-mouth brought by this viral spread has become the main strategy of corporate brand marketing at present.
2, the brand returns to the essence
The role of "community" relationship in the mobile Internet is very obvious. They have similar values, social class, educational level and living background, so they are more willing to believe the recommendations from colleagues, friends, classmates and trusted netizens, and have an instinctive rejection of traditional advertisements. There is a saying in the advertising industry that 50% of advertisements are wasted, and this proportion may reach 80% in the era of mobile Internet. On the one hand, users reject official advertisements, on the other hand, they are willing to be free propagandists of their favorite brands, and will recommend a good product to their friends on social media. Therefore, users do not believe in advertising, believe in real experience, return to the demand for the essence of corporate brands, and cannot tolerate fraud. Mobile Internet shortens the distance between products and users, and makes brand communication no longer a model of enterprise-advertising media-consumers, but a two-way model of products-consumers.
3. Pay attention to data precipitation
In the current O2O era, traditional businesses urgently need to integrate with the Internet, and the process of O2O development is also a process of brand building. Vertical and localized O2O services are the mainstream of current development. The launch of micro-stores and Baidu Direct has made traditional enterprises see the dawn, and a large amount of data will be generated in the process of user consumption. Effective management and analysis of data will help to formulate a more suitable marketing model and product design scheme. Data precipitation is the most important thing for enterprises in the era of mobile internet, which is of great significance for accurate target group positioning, saving marketing operation costs and adjusting product direction.
4. The brand follows the user.
Mobile wave and social media connect consumers closely, share their views on events, share their experiences, share their comments on products, and even share the taste of a dish. They are scattered in forums, Weibo, WeChat and other circles, so the users of an enterprise are scattered in every corner of the network. Brand building and product promotion have changed from hit it off to large-scale shooting, and anxiety has become a common cognition of traditional enterprises. This is the meaning of the cloud brand "cloud". Hard disk and mobile soldiers, users seem to have no fixed position in the network world, but there are rules to follow. The first step of brand marketing, user positioning is particularly important. Only when the target user group is clear enough can we save time and resources to the greatest extent when choosing the appropriate marketing positioning. Brand is formed by fragments, snowballing through an invisible form. The quality of a brand, after a period of accumulation, will soon be conclusive.
Brand Communication Scheme (2)
The richer the information channels, the more choices advertisers and audiences face, and the greater the possibility of being dispersed and diluted. How to make a sound in the multi-channel dispute and build a brand has become a problem that traditional broadcasting has to face under the new situation. In the past two years, while deepening the reform, Shanghai Radio Station has intensified its brand communication, and its marketing and operation have gone hand in hand, and achieved good results.
First, the mode of transmission of Shanghai Radio
1. Use industry media to publicize the value of the platform.
The brand communication of Shanghai Radio began to exert its strength at the beginning of 20**, first of all, it was reflected in the deep excavation and vigorous promotion of the value of the communication platform.
At the beginning of 20**, with the theme of "Shanghai Broadcasting's contrarian growth", with the help of the rising advertising revenue at the end of 20 * *, Shanghai Oriental Broadcasting Company started a "deliberate" publicity by using the industry platform. In February, China Advertising magazine published a group of special articles on Shanghai Radio with a page length of 10, namely, The Value of Shanghai Radio Media is Upgraded through Innovation, The Value Upgrade and Private Customization of Shanghai Radio, Making Friends with Consumers through Music, etc. From the perspective of interviews, this paper comprehensively expounds the communication value of Shanghai Radio, including content innovation, platform layout and so on. In March, this group of articles was slightly revised, and the visual logo of "Shanghai Oriental Broadcasting Company" appeared again in magazines such as Advertising Grand View and Advertiser, and similar "interview" manuscripts were also published on the websites of Meihua and other industries. com。 In May, SMG radio advertisement publication example adjustment briefing was held, and related industry magazines published press releases to introduce news simulcast and dynamic frequency 10 1.
2. Actively voice and spread the ideas and programs of broadcasting reform.
In June of 20**, after the merger of "Big and Small Wenguang", Shanghai Wenguang shifted the focus of reform to broadcasting business. On June 9th, Shanghai Oriental Broadcasting Center was established, and 12 sets of broadcasting frequencies were combined into one. People's Daily, People's Daily, sina shanghai, Dongfang.com, Oriental Broadcasting Network, SMG official website and other media have reported this news. At the same time, SMG executives began to accept an exclusive interview with magazines, expounding in detail the core ideas and development ideas of Shanghai radio and television reform. At the end of June, China Radio and Television published the topic "Shanghai Radio and Television for Change", which described the background, highlights and measures of Shanghai Radio and Television Reform, and put forward the viewpoints of "respecting the main position of radio and television" and "respecting the laws of radio and television". This article was quickly posted on the Internet and reprinted by media websites. Then, in August, China Radio published an exclusive interview with Wang Jianjun, deputy director of Shanghai Radio and Television Station, reinterpreting the reform of Shanghai Radio and Television Station. The appearance of in-depth articles makes the reform of Shanghai Radio and Television seem grand and fascinating, and related topics have aroused the attention and discussion of the industry on the development and transformation of radio and television.
Shortly thereafter, SMG launched a public service media group, and its two sets of broadcast frequencies and two sets of TV channels were transformed into public service frequencies/channels, without assessing ratings and advertising operations. This move once again attracted the attention of the media circle and became a topic of discussion in the industry. People's Daily, Guangming Daily, Economic Daily, Jiefang Daily and Xinhuanet published this news on the same day. Compared with the exploration significance of reform and testing water, Shanghai Wenguang's move has gained the benefits of brand communication.
3. Using audio, video and text to construct the three-dimensional image of radio advertisements.
Compared with TV and print media, the creativity and production of radio advertisements have not attracted enough attention from the industry. Shanghai Radio Station did just the opposite. It not only promotes advertising creativity to the level of commercial composition, as an important factor to attract customers, but also takes the lead in applying creativity to radio advertisements. Since 20** years, Shanghai Radio has successively launched several radio advertisements, such as Listening is the most expensive, and An advertisement at 8 o'clock is hard to find. The humorous creativity in the paragraph, supplemented by the rendering of sound effects, left a deep impression on the audience after laughing. Image advertising also won the industry appraisal award, spread in the industry, and was imitated by many radio stations.
In addition to broadcasting, Shanghai Radio began to seek breakthroughs in video and flat channel presentation. Taking the China Merchants Association as an opportunity, two well-made video advertisements "Hear Shanghai, Hear You" (English dubbing) and the Nielsen Report of Shanghai Radio Station were released, and a beautiful advertising brochure "New Broadcasting, New Communication" was printed to convey the communication value to customers in a brand-new way. These videos continued to spread through various channels and platforms after the conference. In order to cooperate with investment promotion and industry bidding, Shanghai Oriental Broadcasting Company not only continued to use industry magazines for full-page publicity, but also actively accepted interviews with new media platforms such as titanium media and radio advertising circles, constantly used new media platforms to spread business ideas, and constantly participated in industry forums and activities to express their views, forming a three-dimensional publicity situation.
4. Cross-industry cooperation and cross-border communication.
Five years ago, china national radio reached a cooperation with Happiness Airlines, spraying china national radio's logo on the fuselage of the plane to promote the broadcasting brand in the air. In 20 years, Shanghai Radio successfully introduced the broadcast sound into the underground track. Shanghai Radio and Shanghai Metro have maintained a good cooperative relationship for many years, and the two sides have developed a brand-new cooperative model in the past 20 years, which is of great significance to Shanghai Radio in brand promotion and self-marketing. In May this year, Shanghai Metro launched four theme music stations, and customized four sets of music frequencies of Oriental Radio "Dynamic1KLOC-0/","Classic 947", "KFM 98 1" and "Love Radio 103.7" for the four subway stations, and updated the program content and monthly. Passengers can listen to different styles of music programs in the corridors and halls of these four stations, and they can also hear various safety tips recorded by DJ, a well-known radio station, during the ride and transfer to the subway. At the same time, Shanghai Radio put a lot of channel broadcasts, huge exhibition boards and even designed a special modeling platform to publicize various frequencies in subway stations and transfer passages. Prior to this, the European and American pop music frequency KFM98 1 was launched in Shanghai. It once took a subway car, played the slogan of "Philharmonic Culture Train", and posted a large number of posters, tips and handrail advertisements on the car body, doors and cars.
Second, the communication strategy analysis of Shanghai Radio
Figures show that the market share of Shanghai Oriental Broadcasting has soared from 92.66% at the beginning of 20** to 97.06% at 20 * *1October 65438+, making it a veritable overlord in Shanghai listening market. A series of measures such as resource integration, program revision and new frequency have boosted its business income. In this process, we can see that Shanghai Radio and Television Co., Ltd. has joined hands to promote the radio and television brand consciously, planned and step by step from top to bottom. Whether it is the timely interpretation of the development layout of radio and television by senior leaders or the propaganda response of its organizational units (advertising department and frequency), it not only enhances the brand of Shanghai Radio and Television as a whole, but also fully demonstrates the characteristics of each component, directly or indirectly transmitting "signals" to target consumers-viewers, advertisers and even investors. Judging from its means of communication, some are resource replacement, some are paid promotion, some are borrowed from the trend, and some are active marketing.
From traditional advertising magazines and industry websites to cutting-edge media, social platforms and crowded rail transit, Shanghai Radio has broken through the number of "talking by itself" transmission routes, pushed its image to more and wider channels, enhanced its industry influence, reached its audience directly and boosted its customers' confidence. It is very clever to guide the situation, spread your own trends and opinions, and guide the benefits of brand communication to marketing and management.
In the new competitive situation, traditional broadcasting should be planned from the aspects of content, channel, platform and technology, and its brand communication function can not be ignored. Timely, timely and appropriate brand communication can often play a role of four or two. Of course, brand communication is also a long-term and systematic project, which needs up-and-down linkage, organic cooperation and integrated promotion to see immediate or long-term effects.